This content was created by Adam Sand. This content was uploaded by Adam Sand. This is a YouTube video titled "How to Create Ads That Interrupt & Convert Like a Pro" featuring Adam Sand discussing strategies for creating effective ads that capture consumer attention by leveraging urgency, opportunity, and timing, using a Valentine's Day ad as an example.
In order to get a lead, a customer has to feel like there's an incentive or some urgency, opportunity, or scarcity that would make them want to incite themselves into engaging a roofing company when that need previously did not sit at the top of their mind. Because there's 100 other problems that a homeowner is trying to solve. They got to get the dry cleaning. They got to get their kids in taekwondo. They're thinking about moving to a new city, Their lease is coming up on their car, and they need to look at that. Like, there's all kinds of things that people are thinking about every single day. How are you going to push yourself to the top of mind? You have to create urgency, opportunity, and scarcity. I saw a really great Facebook ad yesterday. I scroll past, it's some girl that's like, my husband did it again. And it's all about some hoodie, you know, some sweater. And it looks like some girl is, like, baking, doing, like a sweater review. Kind of like she's sharing with her friends, but she's really just, like, pumping this product. You know, it's like an influencer marketing thing. It was such a great ad because it was perfectly timed and it's for the perfect audience, right? I'm a man. It's Valentine's Day in a couple days, and there's some woman talking about how her husband did it again. It's this Valentine's Day sweater. It's got a little heart on the wrist of it and all this kind of stuff. That ad would not work two weeks ago, and it won't work two weeks from now. But they recognize that in order for them to have a killer season, they had to have this ad running on February 10, probably, which means that they had to have the product designed right, and in the hands of these influencers by X date. And they had to kind of know what they wanted the script to be. Then when you click on the ad, they have to make sure that the landing page is very nice. And it has, like, a lot of Valentine's Day theming to it. And then they probably had to figure out what their offer or promotion was, which was that when you buy that, you buy the hoodie, which is like this long hoodie. But then there's all this other set that goes with it, right? Like, they got the socks and the leggings and all this other stuff. They had to have this whole plan. And that's what I mean by, like, beginning with the end in mind. If you're going to do a promotion. You have to have all. All your ducks in a row and have that stuff in and ready to launch early. What were they doing particularly? Well? This was an opportunity to get my wife perfect Valentine's Day gift. If she happens to, like, hoodies or long hoodies or comfy hoodies or whatever the ideal customer avatar is for that. And then maybe there's a bit of, like, opportunity, because it is Valentine's Day and I have to get it now, so there's opportunity and urgency. They didn't really do a scarcity thing because it's not like it was limited supplies or anything like that was conveyed in the ad. And so beginning with the end in mind is just such a key, critical component, because what happens is we end up kind of like just launching ads that don't all line up. It's helpful to look at what really works on Facebook is you're interrupting someone's day, and you're just trying to get them to take one step towards meaningfully solving a problem that you can either create for them or that they already know exists.
