Three Playbooks, 300% Increase in Results

All right, let's boogie. So I'm gonna talk about 2 playbooks that we ran for a client. It was a $25,000 offer. And I'm gonna walk you through those playbooks. I'm gonna talk about what we did, what we didn't do. And I can't show you the actual screen, I know that. He said, no effing way. It's like, okay, that's fine, I get it. But he said it's fine if I talk about it. So while I'm talking to you and recording this, I'm also gonna be glancing over to his ads and talking about what we did, right? And for context, this is a client who has a $25,000 offer. Cool, right? So last month, this fella's average, average cost per website scheduled was $250. So that means for $1,000, he got 4 people scheduling. And honestly, if you spend $1,000, you get 4 people scheduling, and one of those buys a $25,000 offer, that's a 25x return on ad spend. It's not too bad, right? Totally fine. But what's interesting is advertising is a game where laziness is losing. Where if you rest on your laurels, you're not constantly introducing new things, you're not trying to get ahead of the pain curve, or you're not trying to stay on the cutting edge, you're trying to accidentally be in that middle 80% of your standard deviations, You end up losing pretty consistently. So this video is pretty applicable to businesses that want to get ahead of that curve. And if that doesn't really hit, this is going to hit right here. Would you rather be the business that constantly introduces new strategies, or the business that waits for the current strategy to die off, to then say, oh shit, I need to introduce new strategies? You get to pick one. by the way, as a business owner, or as a human being in life in general. You can either have cutting-edge strategies that work, or you can wait until after the fact where you're like, oh, I really wish I did that, and now I'm in a little bit of a pickle. So that's just kind of my conjecture. But again, he was spending about $250 cost per schedule. And the big fear wasn't a return on ad spend. The big fear was, what if our current strategy gets invalidated, in the next 3, 6, or 9 months. So sure enough, we start introducing our playbooks. The first playbook, by the way, is something called the avatar awareness stages. So that's when you introduce a series of advertisements according to the Schwartz Awareness Stage Model, that is one for each of those. You have unaware, problem aware, solution aware, product aware, and most aware. That's 5 in total. I'll say it again, unaware, problem aware, solution aware, product aware, and most aware. Most businesses, by the way, accidentally only appeal to the bottom 2. That's the 2 right here, but we'll just, we'll do it this way. We'll do unaware, problem aware, solution aware, product aware, most aware. Most businesses are accidentally only appealing to the bottom ones. So when the bottom ones run out, you don't have anybody else, you're kinda like, oh my God, my marketing is a little bit like this, or my business feels like this. It's not a great feeling to run out of product aware and solution aware people. And if you walk around town, you'll notice that most of the advertisements that you see are businesses that typically struggle if they're doing this, where they're only advertising like a sale, or new inventory or something like that, or they're saying, hey, for the next 10 people, or they're saying, hey, we got 25% off. They're really trying to push products and they're trying to get their customers to come back. That's a significant and okay strategy if you've got a very large product-aware category and solution-aware, or product-aware and most-aware category. The vast majority of businesses, by the way, have those and then they use them all and then they run out. So they're like, well, you know, I can't sell pest control again to this guy. What am I supposed to do? You know what I mean? You can get them to come back, but most customers do not have infinite use of your products and services. So if you're trying to sell a car, you can sell it, what, on average, one every 3 years, one every 4 years, right? So you always need new people coming into those awareness stages. That's why the most successful people in the business are always doing very much unaware, problem-aware, solution-aware. They stick with those big 3. And you think about like crypto, right, as an industry, and you think of specifically Bitcoin. The big question people were asking was like, look, I understand Bitcoin, I've heard of it, but my big question is what problem does it solve? So there's this whole narrative about what Bitcoin, what problem Bitcoin is and what problem it solves. Those are the big 3. You got to hear about Bitcoin, you got to hear about the problem, hear about the solution. When you've done that, you can go to Coinbase and buy Bitcoin, right? So again, the biggest companies, the most successful people typically target those top 3, and the people that tend to struggle and have an on-off business tend to target the bottom 2. So again, big picture, the big concern was if this strategy runs out and when it runs out, do we have something else? And the first playbook that we did was the avatar awareness stage, just to take advantage of the new algorithm Andromeda, and most importantly, how people typically buy. They got to be aware of your problem and aware of the solution that you solve before they ultimately understand your product and buy your stuff, right? So what we did with this client is we said, give us your top 3 sales calls that happened over the past 90 days. From that, we're going to have our AI assistant reverse engineer something called a client avatar sheet. It's about 20 pages long, CIA-level psychographics, Needs, wants, fears, and goals, deep desires, what they secretly want they wouldn't tell their wife or their kids or their husband, how they secretly want to be viewed to the world. Like, if I was talking to that person and I pulled out that sheet, would they go, damn, that's pretty accurate? It kind of reads like a horoscope that's like 80 to 90% accurate. It's insane. This used to cost like $50,000 or $60,000 to make and took 3, 4, 5 months. Now with AI, you can do it in like 15 minutes. 15, 20 minutes. That's insane, right? So you create this CIA-level dossier. It's called the client avatar sheet. It has ideas, words, headlines, things that make sense, things that don't, things that trigger them, things that trigger them for the wrong reasons, the right reasons, the emotions, the psychographics. It's absolutely insane. As a side note, by the way, demographics make less and less sense every single day. And when I talk to my ideal clients, I usually give them like a leeway of like, if you had 10 things to use to describe your ideal clients, You know, I want 3 of those to be demographics and 7 of them to be psychographics. Because we have 60-year-olds being entrepreneurs and 18-year-olds having billions of dollars. Like, this shit is sideways nowadays, right? So it's more psychographics than it is demographics. Besides, Facebook hates demographics anyway, and so does YouTube. So, you know, the platform's ahead of the curve. So again, we take that CIA-level dossier avatar sheet, right? And from that, we create a long-form ad, one for each of those awareness stages. Right? So we have an unaware, a product-aware, solution-aware, problem-aware, most aware, all that stuff, right? And from that, we create the primary text. Think like 500 to 800 words, very direct response copywriting for all the stages. And then the creative, by the way, is just a square, however squares go nowadays, right? And the headline is there, right? And the headline again is based upon that CIA-level dossier. If that resonates in the marketplace, you'll find out pretty quickly. And our KPIs for our avatar playbook is about $200, $230 cost per schedule. If we're hitting that, cool, right? If it's above that, I go, there's something wrong with the avatar. Typically, by the way, half these people show up. So if you're getting $600 cost per qualified sales call that shows up, and you're selling a $10,000 program, you know, that's fucking awesome. If you're selling something for less than that, typically you have to launch more avatars, which we have done, and some clients will run this playbook multiple times. With this client in particular though, the playbook hit right out of the gate. And so when he launched the playbook, and I'll give you the results right now. Okay, so we have, yeah, I'm looking at the Ads Manager right here. Let me go to maximum. And you can't see it, but I can, right? Here's what's interesting with this avatar and with this client. We launched and we spent a grand total of $350, right? So that's enough to get one schedule to show up. Typically it's 2 or 3 schedules and one shows up, but it's fine. So $350 we spent. And here's what's interesting. The first schedule came in from the unaware stage. We spent $224 on the unaware stage. We spent $44 on the most aware stage, right? So we have the top and all the way at the bottom. Most people will say, okay, I'm gonna go ahead and manually override the settings. I'm gonna turn off all the other stages. That's not necessarily the correct case, right? You wanna view this avatar as a whole, not as the parts individually. And here's why. Some people, in fact, the majority of people, will see your primary text, will see your ad and pause for like 2 or 3 seconds. Facebook knows this, Instagram knows this, YouTube knows this. And then YouTube or Instagram or Facebook will say, okay, this person didn't click, they didn't buy, but they looked at the stuff for like a half second. 20, 30 minutes later, we're gonna show them the next stage. 20, 30 minutes later after that, we're gonna show them the next stage. 20, 30 minutes later after that, we're gonna show them the next stage. And by the way, you see this on TikTok a lot. Where you'll see a comedian do a bit, and then you watch it for like 3, 4, 5 seconds. What do you see right after that? You see the same comedian, not 10 minutes later, doing another bit. Watch it for a little bit longer, do another bit, watch it for even longer. By the 5th or 6th one, what do you see? Tickets to the event. That's how that works, right? So if I turned off those middle ads, all of a sudden I'm asking a stranger who's only watched 10 seconds to buy a ticket. I'd much rather have that stranger watch 50 seconds and then have them buy a ticket, right? So the mistake most people make is they'll turn off these in-between stages or they'll manually override. Incorrect. The way to read this is that we spent $350 and we got 2 schedules for $175 each, which is totally fucking fine, right? It just so happens one of them was at the unaware stage. So somebody clicked it, read it, and said, let me fucking schedule. And then one of them was the most aware stage where somebody read it, clicked it, and said the fucking let's Schedule, right? Just because you're getting $44 schedules doesn't mean you change it, right? So we ran this sucker as overall what's called a messaging test. I wanted to see if this avatar itself, that CI-level dossier, that sales call that we got it from, I wanted to see if that was kosher. If it wasn't, sometimes it's not, we kill it, run it again. I wanted to see if that overall message and that avatar is something that could be advertised to and ultimately get a purchase from. So we spent $350 as that messaging test, that avatar test, we hit KPI, we go, hell yeah, let's party. That's playbook number 1, by the way. Some campaigns will just run with this. We don't need to change the playbook. We just keep executing the same playbook again and again and again. We hit that avatar, it hits KPI, we go, hey client, time to spend more money today. Cool, double the budget. We have 2 avatars running. Hell yeah, time to double the budget. We got 3 avatars running. Most businesses, by the way, will have 3 or even 4, sometimes 5 avatars. Every business, by the way, has this. Even like Apple with all their products, each of their products is appealing to 3 or 4 or 5 individual people. Give you an example. The iPhone used to run advertisements where it was a kid During Christmas, and the kid was like being the weird kid, like wasn't talking to anybody, like always filming, always on his phone, that kind of thing. And then by the end of the commercial, during Christmas, he was showing a video of all the moments he was secretly videoing and being off in the corner and like editing on his phone. That's one of the avatars, right? So again, it's not necessarily only and exclusively people who use it for business or people who use it to take good pictures. Or people just want a phone that's simple. There's multiple avatars, right? Probably the same for you. And most businesses, by the way, have 3 to 5 avatars. So when we're running this Avatar Awareness Stage playbook, we're good. So in this case, by the way, I was like, this is awesome. I like this. I'm going to manually override and say, I'm happy with the avatar. I wanna test another playbook. Again, so for some clients, we'll stay on the same playbook. For other clients, we'll upgrade to the next playbook. So that's playbook number 1, which is the Avatar Awareness Stages. Again, as a summary, sales call, CIA-level dossier, 1 ad for each awareness stage, just run that sucker, you're off to the races. As a side note, by the way, one of the sub-playbooks is if we send this headline to a client, and they have the option to send us back a talking head video about the topic. Some audiences respond better to a talking head than necessarily an image for whatever reason. Some clients like it better. Sometimes there's better like resonance in the marketplace. Your mileage may vary, but again, for 80-90% of the time, we're running this playbook first, and then sometimes we'll do the sub-playbook, right? So that's playbook number 1, the Avatar Awareness Stages. Playbook number 2 is called the Winner Spinners. This is the fun one. I introduced this about 3 weeks ago for this client account. Again, after that avatar stage was like thumbs up, cool, let's introduce the winner spinners. That's when we go back, and this is playbook number 2, we go back to their previous winners and we extract the primary text, extract the creative, extract the avatar, and then we say, okay, let's take that framework and let's change the framework. So if you look at primary text and highly effective ads, there's usually like something like a client callout, why it matters, our Process, our testimonials, our proof, that kind of thing, our experience in the marketplace. There's like 10 components of a highly performing direct response long-form primary text. And it may seem like complicated, but it's kind of like making a cake. If you do it in the right order, it works out, right? You can always change the kind of ingredients, have a different cake. But for the most part, it's baking, it's batter, it's flour, it's sugar, salt, butter, you know what I mean? You put some frosting on it. So what we did is we said, okay, let's take those winners. And let's do some adjustments. Let's spin this ad. And in this case, with this client, what we did is we took his current results off of his website, his current testimonials, threw into our AI system, said, okay, great. I want you to take the current results that we just gave you from the website, the Google Drive, the testimonials, and update and spin the new ads. So it took the framework that was working and updated the ingredients. Does that make sense? Mm-hmm. Right? We use that same information to adjust the headlines, to adjust the long-form primary text, to adjust the creatives. It was the same framework, but we just changed the kind of ingredients. As a subnote, by the way, the sub-playbook of this is to change the ordering of the ingredients. Sometimes a callout is best at the top. Sometimes it's proof. Sometimes it's testimonials. Sometimes it's a big trend. Sometimes it's a big problem, sometimes it's another component, but that's neither here or there, that's down the line, that's the sub-playbook, right? So again, playbook number 1, avatar awareness stage play. Number 2 is winner spinners, where you go ahead and take what's worked, spin it, update it, that kind of thing, right? So this client right here, we went from spending $351 and getting about $175 per schedule to then getting $97 per schedule. Playbook number 1, $175 per schedule. Playbook number 2, $97 per schedule. That's better. I like that a lot. We went ahead and spent $1,200 on this ad. We got 13 schedules for $97 each. Awesome. That's amazing. Ain't that fucking cool, right? We introduced a new ad, a new ad, a new ad, all based upon spinning his previous ones and getting results. As a side note, by the way, again, I'm talking in terms of the ad set itself. Individually, inside of this ad set, we ran a total of like 5 or 6 ads. The cost per schedule ranged from $73 to $104 to $85. I don't particularly care about the individual ads. I care about the ad set. That's where Facebook wants us to go, so I'm going to do that. Again, big picture awareness stages, and then winner spinners. Here's the third place The third playbook is an AI talking head. Now, here's why this matters. I am a 41-year-old Jewish male. I am white. This is where I live. I'm not going to change much about my face other than working out and getting a tan. There's no way, shape, or form I could ever be wildly appealing to Latin women, to Indian CFOs, to Koreans in skincare. It ain't gonna happen. This is what I got. But it's insane for me to restrict the success of my own business or my clients' businesses based upon how I look or they look. Not gonna happen, right? Even Apple, by the way, spends a whole lot of money on people other than Tim Cook. Do you see what I mean? Right? So all you have to do nowadays is spin— or not spin— change the person in the talking head. This used to be a whole lot of huff and puff. Back in the day, you need like To hire an actor or UGC or have to pay them and go back and forth. It worked, but it didn't really have the opportunity to do it en masse or even adjust the script on the fly as necessary. So if you hire, let's just say, 5 UGC people across 5 different demographics, gave them all the same script and you go, oh my God, we fucked up the script. Well, you know, good luck, right? Or if one of them was late or one of them, the lighting was a bit wrong. Or you didn't like the tone or something like that. It was very much an opportunity to double down and overly focus and find something that could go wrong. Nowadays with AI, you don't really have that problem. So what we have now in this playbook number 3 is we will have the founder do a talking head. We'll give them the script, we fill in the blanks, we say go to town. And what's interesting, by the way, is the founders, the people who are best suited to talk about their business for some reason, they can't talk about their business. They just freeze flight. It's not going to work out, right? So we have them do a video. It's usually in their car or with bad lighting or okay sound, right? But 99 times out of 100, as long as it's somewhat acceptable, we're good. I can take that talking head and spin it into different demographics, different genders, different looks, different feels, different styles, all using my AI assistant. Right? And if you Google hard enough, you can probably figure out how to do this yourself. You don't need me to tell you how to do it. You need me to tell you that it's an option, right? So for example, with this client right here, when we turned on our 3rd playbook, which is the AI-powered talking head videos, where we take their script, they speak to it, and then we change their voice, we change their look, we change the background, we change the style, all that stuff. Now, We're getting a cost per schedule of 25 schedules for $83 a pop, which is pretty interesting, right? So to get more specific, we're seeing costs per schedules go as little as $35 for one of these talking head avatars, which is an Indian woman CFO in a Pixar style. We're getting $35 schedules, which is fucking insane. So to say it differently, in the beginning of our Agreement or arrangement with this client, they're getting $250 schedules. We took that down to $175. We took that down to $97. We took that down to $83. And so far, one of them is getting $35 per schedule, which is absolutely effing nuts. So the reason why I'm giving this video or telling you or communicating how this whole thing works is because the vast majority of the time, an online business owner or any business owner will feel these like hidden impediments or hidden walls or like constraints to advertising, marketing, growing their business. I can't do it because I have something else. I can't do it because of blank. I can't do it because of blah, blah, blah, 1, 2, 3, 4, 5, 6, right? But the reality is they're simply not doing enough ads. And this is their external objection, which is it takes too much effort to do too many ads, or the last person that I paid to do too many ads didn't work, or it just doesn't seem to be happening. However, that doesn't necessarily have to be true. As a side note, by the way, there's a lot of comfort in knowing that this is not an option. I just spoke at a conference where a woman was like, I know I need a brand before I grow. And I go, the only person telling you that is you, right? So for the business owner that is looking to grow and expand and get more cost per schedules, These 3 playbooks are wildly acceptable. So that's it. I gotta boogie. Peace out. See you later. Bye.