in 18 minutes pro copywriter makes you stop losing money and write winning ads (ad breakdown #2)

Okay, so in this video, I'm going to be breaking down an ad that has done well over $250,000 in sales estimated. So it's been a successful ad that has a lot of spin behind it. We're going to be breaking it down looking at not only the ad itself, which I'm going to play in just a second, but a lot of the psychology and the elements behind it so you can get better at writing ads yourself, whether you're a creative strategist, a copywriter, run an ecom brand, anything else like that. If you don't know who I am, my name is Luke and I have written copy that has sold well over a hundred million dollars worth of stuff, like probably more than that. And I'm gonna be breaking it down. And hopefully you find this helpful. I make these videos so you can get better. So this is the purpose. You put it on in the background or anything else, you could watch it and you get better at ads. So first thing, I'm just gonna play it. It's about two and a half minutes long and then we'll break down the transcript in a second.

Why are doctors using these strange pouches to eliminate disease spreading rodents in 24 hours? Watch what's happening. These amazing pouches are creating an invisible barrier that mice and rats can't cross. Like they literally turn and run away. So it's completely protecting your home. Your space becomes totally rodent free, like overnight. Surprisingly many people don't realize that rodents spread diseases that send 128,000Americans to hospital every year. Traditional methods like traps and poisons only catch one mouse at a time, while dozens more keep contaminating your home.

Professionals know this. They've been using this plant powered repellent technology for years. The best part, this same technology is now available to you. The Vamoose pouch is a breakthrough, easy to use solution that uses three special essential oils to create a scent barrier that's so unbearable to rodents that they physically can't enter your home. While it smells fresh and pleasant to us, mice and rats find it completely intolerable. So it doesn't just help to stop disease spreading, it can protect against everything rodents cause. No more risk of electrical fires from chewed wiring, no more contaminated food surfaces, and no more expensive repairs from property damage. Vamous uses this plant powered technology that professionals trust so it's completely safe. Just place a pouch in problem areas, wait 24 hours, and then come back to a space that's totally rodent free. This is ideal for anyone who wants total Protection. Whether you're worried about your family's health or preventing fires or avoiding thousands in property damage, Vamoose has already helped thousands of Americans of all ages to finally live in rodent free homes.

It does a superb job of getting the mice out of my house and it gives me a peace of mind.

This stuff actually works. He had a rat problem, killed seven rats in a four week period and still had more getting in. My wife told me to try this stuff, but I thought it'd be a waste of money. She convinced me to try it and we have not had a rat or mouse in six months.

Starting out, the critters left as soon as I put them in my cabinets. No more poop on my pots and pans. My pantry is off limits and I'm getting excited to start cooking again.

These pouches are constantly out of stock because people are getting the three pack deal so they can protect multiple rooms at once, keeping their whole home safe from every type of rodent threat. Click below to check availability and see why thousands of Americans can't stop raving about vamoose.

Okay, awesome. Honestly, super good ad. There's a lot of, a lot of really good things that happen in here, including all of these like pretty funny AI videos which could be so much better now. All right, so let's break down this transcript here and we'll be breaking down a couple different things. By the way, if you want a copy of this transcript, link to the video, all that other stuff. I'll put a link in here for my email. You opt in and I'll send you basically a document with all my stuff, including these breakdowns as well. So let's break these things down. I'm going to have a process going forward that I think is going to be super helpful for everyone. But for right now, let's look at a couple of these things. I have a video on my channel, many of you have seen it where I go down over what I call copy blocks. This is basically six different elements that allgood copy copy needs. This is like what you need for, I don't know, I'm not going to say boilerplate copy, but this is like the bread and butter. These are the building blocks that you need. And almost any good piece of copy, any good ad is going to have all these different elements, including the one that we're looking at here. The other thing that we're going to talk about is what I call the beat map. So the way that we can think about, the way that we'll, we'll Talk about the beat map is if you ever seen a, a movie like a Hollywood Hollywood movie or something like that, you'll notice that there's certain beats in, in like a script. Especially movies that are like big mass market ones like Marvel or Lord of the Rings or something like that. There's certain themes and tropes or even cliches that happen. Certain beats, right? Like, you know, the call to adventure. That would be one. One part, right? The other part, would you meet, you meet the wise guy, whether that's Gandalf, not wise guy like Joe Pesci, but wise guy like the wise sage. You meet like a Yoda figure, or you meet a Gandalf figure, etc. So there's these tropes in these, these beats that you're going to hear about in a story. Same thing is true in a sales letter. There are certain beats and certain things in a sales process that takes somebody from wherever they're at right now to being ready to buy. And we have those all mapped out and I'm going to find a way to kind of share those here and break them down systematically. But we'll be talking about the beat map. Just to give you an example of some of the things that we'll talk about are things like characterizations. Those are really important. Unique Mechanism, the problem, UMP. Unique mechanism, solution, UMS. And things like UMP trigger, which is like how did you discover this, etc. Etc. So I'll be breaking those things down as well because I think those are super, super, super important. Cool. Let's start with the hook. So why are doctors using these strange pouches to eliminate disease spreading rodents in 24 hours? Watch what's happening. Cool. So why are doctors using these strange pouches to eliminate disease spreading rodents? It's a pretty interesting hook. There's nothing too fancy about it, right? It's a simple Y based hook. Typically if you're doing like a Y based hook, like typically. So in markets that have higher sophistication, so in markets where they've been exposed to a lot of different solutions and there's been, no, not a lot of problems or sorry, not a lot of success. Let's take like the weight loss market, for instance. Super saturated market, right? Tons and tons of solutions. People tried things and things have messed up. So ideas and hooks and sentiments that work well in that market is explaining the real problem, what we call the ump. So like you're trying to be like, hey, the reason why all these other things didn't work Is because of this problem and why hooks tend to do really well in those types of markets. Right. Why is it so hard to lose weight over 50? Right. Why does it feel like your metabolism is slower? Why can't you make money online? Stuff like that, right? That's typically how a Y hook works. This one's a little bit interesting in that it's like just kind of saying like, why are doctors using these strange pouches? To eliminate disease spreading rodents. It kind of doesn't even make that much sense when you think about it. But obviously this thing is crushing and it's good. What I like is that we have a copy block here with some authority. So why are doctors using these? And this right here is super important. This is an example of a characterization. I've talked about these over and over and over again. A characterization is basically how you describe your solution using like a nickname or a hint. So like fizzy water, weird volcano, shower head, five second trick, strange pouches. It's a nickname that is typically kind of clickbaity, right. Like you're putting a lot of curiosity inside of it and the more tangible that you can make it, the better. Right. Why are these strange pouches? That's super, super good. And then in 24 hours. Right? So this would be an example of a constraint, right? Anytime that you talk about making something easier or take take less time, less money, things like that, that's a constraint. And you just always want to be hitting those constraints. They're like objections, but a little broader term. The other thing that I really like about this, creating an invisible barrier that mice and rats can't cross. One of the most important things that you can do in copy is to get really simple and clear. That's one of the first things. So actually, let's go to my friendly Hemingway app and see. This is a grade 12. Interesting. I think it's just because the sentences themselves are hard to read the way the transcript is. But if I had to guess what the real, I'd probably say it's around a 6 to a 7 reading level, which is good. Super, super simple. The other thing to make things simple is to make them visual. Most people are visual. Our brain is mostly visual. So the more concrete and visual you can make something, the better. Like people are not that great with abstractions, right? So you want to make something that people can literally see. So this idea of like an invisible barrier, even in the video it shows it, right? Like a force field, I can instantly connect how this thing works. Okay. The other thing I Love is just how strong a lot of the language is. So like they literally turn and run away. That's powerful. I think another place it says something like, Like it uses words like in, in unbearable. That's another one. And I think it uses intolerable here. Yeah. The reason I like that is these are just examples of like special language. This is really strong, strong, strong language. And I like that, like, you don't always want to use like heavy hitting language like that. But things are unbearable, intolerable. Literally turn and run away. Like that's intense kind of language and you want to put a lot of that stuff right? Strong, intense, emotional, like language is great. So let's keep going. So it's completely protecting your home. Your space. Becomes totally rodent free overnight. Again. Like you could look at this like totally rodent free. That's a benefit. Overnight again is the same thing with 24 hours. And it's just we talk about copy block density. So really like weak mediocre copy has a lot of filler words, a lot of articles, a lot of just extra kind of words that are doing mechanics. Really good copy tends to be very dense with copy blocks, meaning you're hitting pain point, promise, constraint, whatever, whatever, and you're finding ways to weave it all together. And that's what this ad does a really good job at. Surprisingly. So again, surprisingly would be like a curiosity word, right? So just it's not like adding surprisingly is going to change the whole nature of this ad, but when you just consistently add new copy blocks, you create this inevitable momentum in the ad that tends to make it a lot stronger. So you could just say, you know, people don't. People don't know that rodents carry diseases, right. But look at the way it does it. Surprisingly, already I'm more intrigued many people, right. So it's creating a bigger problem. They don't realize that rodents spread diseases. Right. That send and then it gives a real number. I think this is great. 128,000Americans to the hospital every year, etc. Okay, so I like that a lot. Another good thing that this ad does is that it intensifies the pain. That's a very specific beat map again that we have up here. I usually call that like ump intensification. And what you basically do is you take the core problem, which in this case is like, I got rats in my home, rodents in my home. I saw rat poop or something like that, right. That's the core problem. And then you extend the consequences of that to intensify the problem to make them more likely to buy. Especially when you're doing a market like this, like, like a joint pain market, for instance, you don't really need to be reminded of your pain when you're in physical pain, like most people don't. They probably get insulted with that. You can bring it up and you can talk about the emotions behind it, but most people are feeling their pain. They don't need to be reminded of their pain in a market like this. It's like, you know, let's be realistic and think about who's actually buying this product. They're probably not like, suffering from some crazy infestation, right? Because if that's the case, they're probably not going to buy these, like, pouches, right? They might still, but it's probably like, oh, I saw like a couple different rats, rodents, right? And you have someone who's a little more health conscious and they're kind of being overreactive, or you have people like, they're starting to see a bunch more and they're like, okay, I gotta do something about this problem. Or, you know, there's probably even smaller segment that's kind of preventative, like, oh, I heard the neighbor had something that did it. And that's probably a much smaller part of the market. But at the end of the day, like, seeing a couple mice here and there is not the same as like, your, your joints throbbing so hard that you can't sleep at night. So this is a market where it makes sense to turn up the dialogue again, not in a way that you're going to lose people, because you could come in here and be like, a rat is literally about to bite your neck and it's going to, you know, it's going to give you some horrible disease. You're going to get the black plague, right? And then this big doctor with the nose is going to come out and, you know, wave a bunch of shit over you. Like, you're not going to. You don't need to go so crazy that it's unbelievable, but you need to set the stage for the different consequences. And again, that is pretty consistent in this ad. And I would be surprised if that's not one of the things that it does. Well, like, people find rodents gross, but just this idea that they spread diseases and send 128, like, that's a lot. That's. That's powerful. Okay. They do it again somewhere else where it's like, here, it doesn't just help stop disease spread. Again, not even just saying it doesn't just help stop. Like, I could tell someone good wrote this because you could have just said so. It doesn't just help to stop mount like rodents. Right. It also stops bad. It also stops them from damaging your home. Right. Let's look at the difference. Right. So if you compare these two, it's like it doesn't just help to stop disease spread. So instead of just saying rodents, we're hearkening it back to like that original problem. It says it can also protect against everything rodents cause. Right. Electrical fires from chewed wiring, painting a visceral picture of it, contaminated food surfaces, expensive repairs from property damage. It's really going out of its way to paint that problem. And that's kind of what you got to do to get people in the buying zone. Cool. This is a good way to handle some of these objections. Other ones, like they catch one mouse at a time while others keep contaminating your home. You could even say something like they keep breeding in the background over and over and over again. Really make that crazy picture. The other thing that they do really well is that if you are buying something that repels rodents and you're, you're being so strong about this invisible barrier, the next thing people are going to talk about is like, oh, this sounds like bad, harmful. I don't want this in my house. So they do a really good job by adding words like plant powered. Right. Someone who is, who is less skilled wouldn't know to put that in there and put it on early on. Okay. And these are subtle things. It goes in the mind and you're like, oh, plant powered. Okay. This feels natural all of a sudden and it just keeps going. Three special essential oils. Great. That's it. And it's a constraint. Right. A scent barrier. Smells fresh and pleasant to us. Powerful. Right. So great job doing that. These are good. I mean, always good to have someone expressing skepticism in the testimonials, you know, especially, you know, if you have someone who has that story that's powerful. And then the other thing here is really good, you know, in long form sales letters, I use what my original copy mentor told me was it's basically called the AOV money close, which is to get people to buy more. Right. And you do it by telling people to buy more. Okay. So this is a good job at. It creates scarcity, it creates urgency, and it creates like different buying behavior. So let's look. Yeah. These pouches are constantly out of stock. Right. So creating scarcity because people are getting the three pack deal so they can protect multiple Rooms at once, keeping their whole house, whole home safe from every type of rodent threat. Really, really, really, really powerful. Right. You're creating the scarcity and the urgency to buy it right now before they run out of stock. You're saying most people are taking the three pack deal. I want to be like most people, so I want to take the three pack deal itself. Putting subconsciously in the brain to take that subconscious, that three pack deal. And you're providing a reason so they can protect multiple rooms. Again, it's been shown that humans respond to do this because or do this. So. Right. Just adding a reason behind it, even if the reason doesn't make that much sense. In this case, it doesn't make sense. But that's insanely powerful and I love that it says click below to check availability. That's awesome. It's stronger positioning. It's not saying click below buy my thing, please, please, please. It's like click below to see. Even if you even have the option of buying my thing thing. Super powerful. It's good. Again, plant powered technology professionals trust. This part's interesting. It's another beat, right? Professionals know this, They've been using it. It's sort of like a conspiratorial thing, although they don't lean into it too hard or land it. It's kind of weird in this place, but still pretty good. And that's it. Overall, it's a really, really, really solid ad. You know, a good ad on the surface should look pretty simple and pretty basic, but underneath the hood, it's doing a lot of this, this work and these mechanics. So I got some cool ways that I'm gonna start breaking these things down even more. But let me know in the comments if this was helpful. Any other kind of ads that you wanna see and if you want access to this as well as the video and everything else, I will do my best to make that available to you when you opt into whatever link I put below. Awesome, thanks.