How To Write Ads For A Skeptical Audience (Weight Loss Case Study)
Chelsea and an advisor plan Facebook and YouTube ads for a DNA-based weight-loss product targeting Australians. They debate whether to lead with breakthrough science or customer stories, and agree that skeptical audiences need concrete details: specific ages, weights, locations, and results numbers. They recommend naming rival diets to show contrast and mixing verifiable science with first-person testimony to build trust.
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I'm literally getting into the under their fingernails, into the really, really minute details so they can understand it. And when you do that is like when people hang on every word that you're saying.
So my DNA. So last week we sort of badgered you for some ideas on how to attack the poppy. Yep, this is what we've come up.
With.
And we're about to go live. So the client absolutely froths us. Loves, amazing.
That's what I like to hear.
Yeah, he's a really good client to work for. He's very realistic, very level headed and yeah, he's just a pleasure to work for. So it's going to be a good relationship.
Excellent. Can you make this screen bigger so I can read this copy? Yeah. Okay, here we go. Because last week I was just suffering through it until I know you can make it because who wrote this copy for ants? All right, headline New Breakthrough technology for Effective Weight Reduction Helping Aussie Women. Aussie Man Sheds Kilos Based on this new age genetic Evidence. Ooh, that's a good one. I got a diet plan based on my DNA and it actually worked. DNA Testing Help Shed KGS Lockdown Fitness story. DNA Testing Helps Aussie Women Shed Kilos. Yeah, this is all good. No more wasted time. This simple DNA test reveals personalized exercise plan. Yep, they're all good headlines. So you're going to do different female, different male.
Yeah, yeah.
Okay, cool. Calling all health conscious Aussies. Did you know a brand new study out of the UK exposed that an average adult will try 126 different diets in their lifetime? Crazy, right? So if you're one of the many Aussies trying to restrict diets, silly tea detoxes or even eating like a rabbit with no success, well, I have news for you. I have good news for you. It's not your fault. Because what I told you, no matter how much exercise or you eat, if you don't understand the simple secret, there will never be a point Successful shell in kilos. Yeah, this is exactly what we discussed. This thing will crush. If anything, I would sell more against the existing things. I would definitely mention Paleo, Atkins, keto, all of them. And I'd say that none of them will work unless you do this. Because everyone, if we know that everyone's tried 126 different diets, then we need to throw stones at those things because everybody's done a diet that hasn't worked before. So we're already going up against someone that's very, very skeptical. And we just are in a unique position where we have something that is literally new, unique and something that somebody has never ever seen or heard about. So we need to use that card as much as we possibly can. And so like literally mention all of like just google top 10 most popular diets, Paleo, Keto, Atkins, all that kind of stuff, intermittent fasting. And you say like, good luck because none of that's going to work unless you know your blood type and you know this brand new scientific research that shows you exactly how to eliminate stubborn fat and all of that kind of stuff. But other than that, it will be very strong. And they don't have anyone that you could use like a news story with. Is there anyone that's lost lots of weight, like good old Gavin or Shelley or anything like that that we can do a news hook for?
I haven't asked that. All of the creatives are centered around like a news story. So I haven't done any ones at night.
Yeah. So you would want to get this live, but also get the cause your story based copy, you cannot beat it. It's physically impossible to story based copy. I don't care if you're going to cold traffic, it's impossible to be. So that's the reason why I keep doing it, because you can't beat it. But I would go, I would run with this. So let's look at your lead into. I remember my battle with weight. It's yo yo dieting, extreme detoxes and constantly wondering if I have my genetics to blame. The way that you can make your copy strike like lightning even more is even just getting it even more specific, Chelsea. Right? So instead of just saying yo yo dieting and extreme detoxes, tell me about what they are. I did juice fast as I did like tea, bloating, detoxes, you name it, I tried it. Dieticians, Weight Watchers, meal kits delivered low calorie, low carb, no carb, paleo. I had literally tried everything and I was so frustrated and I found myself crying in front of the mirror one day. Right? Like you get really, really in the weeds because when you speak like that, they're like, oh, she's one of us, they're one of us. They know exactly what it is like, right? But when you just say things like yo yo dieting, extreme detoxes, it's not enough. You need to get really visceral with the copy. That's when people like so like even that ad that I run where it's like cbo, cpcs and all those kind of stuff, if You're a Facebook marketer, you know that. I know, right? I'm not talking about. Have you launched a campaign and it didn't work. Like I'm literally getting into the under the fingernails, into the really, really minute details so they can understand it. And when you do that, it's like when people hang on every word that you're saying.
Okay.
Wanting to constantly have my genetics to blame. Perfect. Yep. My health was always a question game. So who is this person?
Nelly.
So what images are you gonna use with this? Because this is first person copy.
Yeah, so I've got. They have this like these spokeswomen people that I'm using in the copy.
But no images. Sorry, no images of these ladies?
No, there is, yeah.
Okay. So there's your story based on. Yeah, okay. And do we have specific like age, weight, location?
No, we don't. But I know that if I ask them I can get it.
All right. Yeah, get it. Because that's. That's the best. 86 kilo Melbourne woman loses 15 kilos with brand new scientific based diet. But this is good. I much prefer this copy because it's. It's just really straight to the matter. But you've gone 100% down the two roads that you want to go down. News story versus story based. The one line is that. And constantly worrying if it was my genetics to blame. I think that that is the golden thread that is just going to crush because that helps you sell against everything. And that's like what a lot of people think in the back of their mind when they don't get success from the thing, that it's their genetics and you're just coming out and just addressing that thing straight away. Health stimulus management. When we know exactly how our bodies work, things change for me pretty rapidly.
I might try and integrate that into a headline then.
Yeah, I would. Is that all of a copy?
No, I've got heaps of other variations.
No, but is that. Where are you going to get into the juice? Where is the scientific juice?
Okay.
Yeah. So you've got to understand when exactly our bodies. Wait, sorry. It wasn't until I met the team at. Yeah, I wouldn't be saying that. I would say. But it wasn't until I got clear of exactly what my blood type was and how to pair my blood type with the foods that would put my body into overdrive. Fat burning mode. To shed kilos, literally while I slept, I used this data, I used this simple data to understand exactly what foods to avoid, what I could do when I Should eat how big my meal sizes should be more so than, like, here's the pitch. Here's you want to be like, this is how I figured it all out. And this is where you can get it if you're interested in figuring out exactly what your blood type is and if you want to know exactly what foods to avoid so you can finally lose all the weight that you've dreamed of losing. And then give me a little bit more of the science behind it so I believe you. A little bit more. It oxygenates your blood cells. It creates more. This is all shit I'm just making up. You have to find out what the real stuff is. It changes the blood count. It does whatever it does, you need to tell me it. So. Oh, wow. Like, this isn't just a fad. This is real. This is science. This is like, check the blood type. This is the answer that I've been searching for my entire life. And then, yeah, I couldn't believe that it was so simple that I had finally gotten the keys to unlock the weight loss that I'd been searching for for all of these years. And it was so concerning when I found out that everything that I had tried was physically impossible for it to work because I wasn't eating for my blood type. And when this happened, I made a vow that everybody deserves to know this life changing information. And I've actually partnered up with to get this little scientific weight loss kit into the hands of as many Aussies struggling with their weight as possible. So then it's like, oh, okay, I understand why, the reason why this person is pitching it and you're kind of closing the loop on the whole thing. Hey guys, we're coming to you from lockdown in Melbourne. If you enjoyed this video, please like and subscribe. Share it with a friend. We're dropping a video like this every day on YouTube and I will see you in the next video.
