Sabri Subhi breaks down Facebook ad copy by starting with the customer's real problem. Selling an $8,000 Pilates diploma means diagnosing why instructors fail: poor anatomy skills cause injuries and dropouts. Then agitate that pain in vivid detail before presenting the diploma as the fix. What you say matters far more than how fancy you say it.
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Founder Sabri Subhi joins me now in the studio. I really look at business as an incredible vehicle to really, like, make good and make change in the world. For instance, this one, the clients come to us, hey, this is what we're doing. Skeletal bone understanding and injuring people, like people that are injured and teaching them Pilates. First of all, that is like the vehicle. What is the opportunity, right? What is it? Why would someone do a diploma in this stuff? Where are they right now in their journey as a Pilates instructor? And where is it that they want to go? And why would they want to go and spend $8,000 on a diploma? And all the time and energy and being away from their family and studying and all this stuff. Like, what's that end thing that they want? Right? So that's the. Like, the client will always tell you the thing, the widget, how it's so great and all of that stuff. Like, we want to know what the opportunity is that we're selling here. We want to know exactly what it is that these people want. Why do they do it? The fact that they want to understand, like, the skeleton is not. Is that's not enough, right? And then what are their pain points of where they are right now, Right? Is it that they're getting multiple complaints? Is it that they're injuring their students? Is it their business is stuck and they haven't been able to get ahead, whatever it might be. And then positioning the diploma as the bridge to take them from where they are right now to where they want to go, right? So you've got something called a unique mechanism, and that has two different parts to it. There's a unique mechanism to the problem, right? What is this unique mechanism to the problem that they're in? Right. They don't have a good understanding of anatomy and the skeletal system, and as a result of that, like, they're unable to help people in the best ability that they can. And it basically results in people, you know, dropping off. And that is a unique problem that we're bringing attention to that is created by people only having a certificate in Pilates training and not a diploma. Then once we've positioned the unique mechanism of the problem, then we want to position the unique mechanism to solve that problem, right? So we agitate the problem, and then we say, like, all of these things exist, and you need to say them in a way that's visceral, where they actually understand it like it's real, not just like in broad brushstrokes. These are the problems, right? It needs to Be like really, really detailed. An example of that is some copy that I recently wrote which I shall read to you. Look, you're young, maybe you're old. And a little birdie told me that you've spent countless of hours online scouring the darkest corners of the Internet, reading the works of dozens of so called gurus, reading blogs, the latest ebooks, watching webinars, YouTube videos, doing courses, learning about SEO, meta tags, keywords, Google Analytics, Facebook ads, pixels, backlinks, opt in pages, double opt in lists, email sequences, remarketing and copywriting tools for this, tools for that, files for this and pixels for that. And then, oh my gosh, I discovered another marketing guy who says, and so on and so on. Sigh. After all this education, the hours of effort, self sacrifice, money invested, dedication and tenacity, not to mention the never ending employee issues and never ending challenges of life, this causes you, this is, causes your head to be so full of mush that you feel like there are only a few options to give up, throw up, cry, chuck your MacBook out the window and scream. Right? So that like that very vividly explains that I understand all the challenges that this market is facing. And that's me agitating the problem. They're like, and then the next line of copy is, but what if there is a better way? Right? And then I go in to the unique like mechanism of the solution to that nightmare. Yeah. So it's the same thing with this. We need to understand what is it that they are doing. Like is it the never ending injuries and complaints and blah, whatever it might be, we need to really say that. So they're like, ah, damn, like he's kicking my bruised knee. Like they really understand what it is. And then we present the solution which is to do the diploma. Right. So it's like it's about the opportunity, it's not about the actual six week program with 35 modules and no one cares about that. And then once you've got those things, then it becomes quite simple. Yeah, you just wave that in through the copy. Yeah, that's what I call the raw materials. Like you need to go and get those raw materials. And what most marketers do, right, and most copywriters do, they think it's about the finessing of the words that makes people buy. Right. It's not how you say, it's what you say. I could just say all of this stuff in a very simple way, but as long as I'm saying the right thing, it will be way more effective than somebody that's saying the wrong thing in a really good way. Yeah, yeah. But everyone just obsesses over the words and the hypey headlines and this and like, that shit. Doesn't matter if you don't know what to say. So the biggest part of your job is finding out what to say. If you enjoyed this video, please like and subscribe. We're dropping a video like this almost every single day on YouTube, and if you've got any questions, leave them in the comments box. Comment below with heysubrey and I'll do my best to get in there and get that answered.
