The Secret To Writing Facebook Ad Copy That Gets Under The Fingernails Of Your Market

If you don't, there's this elephant that is in the corner of the room trumpeting on a unicycle and you're pretending like it doesn't exist. Amanda 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. First of all, every single thing about this thing is an ad from every single angle. And it's selling the course, not the opportunity. Like the image is. There's all types of wrong on there. We all know what those are and we'll go over them in a moment. But it should be talking about like the opportunity of what is going on right now. Like, we would need to understand, like, why do people want to study photography? Is it because they ultimately want to get a career in photography? Is it because they just want to take like nature snaps on the weekend? And it's a bit of escapism for them. Like, what's that big thing that they want? What's that bullseye that we believe is the big thing to go after? Because, like, if it's the, the first part and it's like people are looking as an escapism, right, like, why wouldn't you just go to YouTube rather than paying $100 a month for this, right? So you're never selling in a vacuum. There are so many different alternatives and they are not addressing this in their ad on or on their landing page. And the biggest objection that they have, crossover is free. And nothing is better than free. Like you can literally go on to YouTube and there is endless tutorials that are incredible for free, yet we are trying to sell something for twelve hundred dollars a year. So if we pretend like those free options don't exist and we don't address them in our ads, then we are going to lose. Don't ever try and trick the prospect. Don't ever try and talk about, don't like not talk about the blemishes or not talk about the other alternatives that exist out there and expect that they're stupid. Of course they know that there's YouTube out there. So you need to villainize that. You need to make that the enemy and throw stones at it in your ad copy so they don't feel stupid for signing up to something at 25 bucks a week because they have to justify this purchase to themselves. So if you don't give them the information to justify it, then they won't justify it and you won't get the conversion. So let's just assume that we're going after people that already own a digital SLR and they've already been shooting for two years and they've gotten pretty good. Like, you know, they know how to color grade images, they've gotten a bunch of presets online, they've read, you know, like tutorials, they've got another additional lens, they know how to use a camera, they know how to edit and expert export shots. But they're not at the stage where they're confident enough to actually go out and charge strangers for their services and start to build a business. Yeah, right. And basically they're the people that we're speaking to. So like if we, if we identify that as the target market, then we need to go on and we need to address all the things that they're thinking about right there. They probably have a lack in confidence. They know, they don't know the exact steps of what are the next steps that they need to take to turn this hobby into an actual side hustle and into some extra cash and into, into a business. Right. And I would want to start up by first of all getting them really sold on the opportunity about becoming a photographer. Right. Coming out straight away and talking about the size of the opportunity. Right. And that would be like, you know, the online photography business is absolutely booming right now. Did you know that in 2020, you know, the demand for photography, for websites, for da da da da da da da has exploded and this has resulted in an overall surge of like, it's like the next gold rush. Right. But there's thousands and thousands of photographers out there. Right? Everywhere that you look, it seems like everybody's a professional photographer. So how do you stand out? And then starting to address all of those things, the self doubt people looking at other people's portfolios online and going always mine. As good as that. Will people actually pay for this? And then get into your solution where these guys are just getting straight into the solution immediately. Want to know how to take the perfect shot. They're not like selling the dream. Yeah. There's no sizzle. It's just like, here's the meat, buy it, here's the steak. Right. It's not going down. Like the whole thing of like really setting up the scene and using any type of seduction in it at all or any clickbait or any intrigue. Any big benefit, even the their big benefit is that you can do it for $25 a week, which is actually a reason why you wouldn't buy it. Yeah. Would you address that and talk about the free online courses 100%. If you don't, there's this elephant that is in the corner of the room trumpeting on a unicycle and you're pretending like it doesn't exist. Like it's. You need to sell against everything else that's out there in your market, like straight up. Because you could spend hours of watching ads on YouTube as they pop up and interrupt you while you're looking at tutorials and like just mindless hours in like a vacuum that is YouTube and waste all of your time learning from somebody that has probably never done the thing that you want to do. Or you could just get the straight advice from somebody who's been exactly where you want to go and you can get there for a dollar eighty a day, right? What's your time worth to you? And it was as easy as simply watching YouTube videos and then being a successful photographer and building a business. Then everyone that owns a digital SLR would be doing that. Yet the Internet is littered full of broke photographers, right? And just cutting straight to the heart of the matter where it's like, yeah, like what this person is saying is true. And then saying like even letting them know that like this is a limited opportunity, that these, that we're planning on increasing all the costs of all these courses showcasing other students. Like, these guys are obviously doing well. They're selling lots of these. Do we have any results from other people that we can use? And then even like this is obviously like, I'm making a lot of assumptions. But even just taking their ads and it's like, you know, brand new weird way that photographers are turning their side hustles into a real business and going down that angle. And that's just one angle and one hook that we need to test. And then there's the other ones for people that have maybe gifted a digital SLR or they just bought one themselves and they genuinely just want to have like a step by step tutorial of how to take incredible photos, right? And then that's a whole nother hook that we will test. But the whole thing is when you're obviously scaling out these ad accounts, you have to go with a broader and broader message in order to be able to profitably scale. And that's the reason that story hooks work the best at scale, because they're educating the coldest audience into doing business with you. Like where these guys have gone the opposite angle of a story hook, right? So of course you're never going to be able to scale on this. It's Just going to shit the bed when you double the ad spend and every metric is going to explode and then you're going to pump the brakes every time. So that's like as you want to like, the same messaging that you would use on a thousand dollar per month ad spend is radically different to what you would do on a 250k per month ad spend. Right. If you've only got $1,000 to spend, then you do want to make your ad super, super targeted because you only got a very small amount of money and you can zero into the bullseye of the bullseye of the bullsey and not really worrying about those audience fatiguing because you don't even have the money to get them fatiguing. But. Right, but then, so you first would be writing the ads for that really, really bullseye, getting that to work profitably, reinvesting that ad spend. And as you get to those different ascension points of an ad account, it's different messaging, it's different hooks, it's different funnels that allows you to go out there to the coldest audience as possible and scale. But it all starts with thinking about exactly who it is that you're targeting. Right now we're targeting everybody and that's the quickest way to not resonate with anybody. We're targeting anyone right now that has a digital camera. So we need to get very, very clear on what those avatars look like and then what are their problems and talk to them in the specific way. Like this has been a common theme that I always bring up is you guys WR copy that gets underneath the market's fingernails. It can't be some loose mush. It has to be really specific. You have to prove to these people that you are one of them. And you don't do that by writing really general copy. It needs to be really, really specific. And that's where you be a student of markets, you be a student of people where you're genuine. Like, you know, people that run ads and write copy. These people are genuinely curious about a lot of different subject objects. It's not just one thing. Like you have a general interest in like watching documentaries and learning about all these different stuff. That's how you write. Really good copy is being curious and wanting to understand exactly what this market is thinking. What are they doing? You know, they're a completely different person on a Monday morning at 10am than they are on Friday at 9pm, right. And understand to who you're writing to and at what stage that you're writing them to writing to them in. So it's really, really specific. The vague ads just don't work when you're trying to do this stuff. 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 below with heysubri and I'll do my best to get in there and get that answered.