Ash Becker shows how to rewrite ad copy to reach higher-commitment audiences. Target women who've spent thousands on failed IVF cycles, then anchor your $5k program against that $10k sunk cost to qualify leads and close easier.
All right, what's up gangsters? I have a quick nugget of wisdom courtesy of Ash Becker here. So first of all, I want to say that something that's really cool is she just made as much in one friggin day as she used to make in a month in her corporate job, which is insane. But there's a really awesome messaging nugget here I want you to take away very quick. So she was running one ad And she recently started running another ad. So she's spending $100 a day on this, this new ad. I want to show you the difference subtly in messaging between the two. So here's what she was running before. And this was working, by the way. I mean, she had a, I don't know, $25,000, $26,000 a month. But here's what she had. So, me waiting for women who feel invisible at work to follow my page so I can help them get seen, heard, and promoted. Right? So speaking to women who feel invisible at work. Okay, that's common. People probably do say that. That probably is their language, right? And, you know, so they can get seen, heard, and promoted. Now here's the other, uh, the other, the second video that she did. You tell me what you think the messaging shift is. Me waiting for women who have sent endless job applications to follow my page so I can show them how to actually get interviews, not rejection emails. So pause this video, don't listen to what I'm about to say, tell me what you think the difference is. I'll wait. Okay, so there's two things. One, me waiting for women who have sent endless job applications. What does that tell you? That gives you leverage already because you're speaking to somebody who has already done so much work. It's like, think about this for a second. Which coach is more motivated to get help to sign clients? Someone who just started a month ago, right? Or someone who's been trying to do this for 8 months and has been spinning their wheels and getting nowhere and they're starting to feel hopeless about it. That person has you know, a bigger pain point, right? Because of the time that's elapsed. So women who have sent endless job applications, you know, it shows that they're committed because they're doing the work, probably a better client. Uh, it also shows that they just like— there's just a bigger pain point. So that's kind of the second thing. And I also think like, you know, actually get interviews, not rejection emails. I think that's more specific than the other one. So Small little messaging shifts like that can mean the world of difference. So hopefully that's super helpful. I'll give you one more example of some ninja stuff that you can do. So there was, um, so a fertility coach inside the program, um, like, here's a way that you can find someone who has a big pain point, like naturally market to that person who has a big pain point and market to someone like you're, you're like low-key financially qualifying them. If you are speaking to women who've done, you know, IVF stuff, right? So might say like, me waiting for women who've spent thousands on IVF treatments that failed to follow my page so I can help them finally conceive, right? Who's that targeting? It's targeting women who've had multiple failed rounds of this, right? So in a sense, like, you know, they're sick and tired of that, right? And the second thing is, if you've spent thousands on IVF treatments— IVF is super expensive. I don't actually know how expensive it is, but maybe $10,000, $15,000, $20,000. I don't know. It's like, it's expensive enough. Let's just say it's $10,000. I'll probably butcher that, but let's say it's $10,000. Cool. When you've spent $10,000 on like 1 or 2 or 3 rounds of IVF, when someone says, yeah, this program's like $5,000, like it's way less. Like the IVF is a price anchor for your offer. And you can, you can use that on the sales call, right? When someone says it's expensive, it's like, well, I mean, compared to what? You just said that you did like 3 rounds of IVF that cost you $30 grand. Like, if I could help you solve this for $5,000, would that be worth it? Right? So it makes your marketing, pulls in the right people, and, um, it makes sales calls easier too. So anyways, hopefully that's helpful, courtesy of Ash Becker.
