Okay guys, so now we're gonna be going over one of the most important lessons in this whole Facebook ads crash course, which is how to build High converting creatives and I broke in this lesson down into three parts on the first part being the the principles behind building a high converting creative and then the second part understanding the Frameworks and then third part live walkthrough so that you guys can see it being all you know. All the parts being used together to create a high coverage and creative. So just an overview of this lesson or overview of the importance of a high converting creative your creative is the single most important element to running profitable ads apart from your ability to acquire customers at a high cost again, if we go down to the if we refer back to the first lesson is Crash Course. you want to build your business for ads not ads for business, but let's say We we've built our business for ads what's knee next most important element, which is your creative. Okay, and the creative is important because it sets the general expectation and the idea of what you're trying to sell people will click on your ad with a general expectation and idea of what you're trying to sell. Just think about, you know, Yourself? You don't end up walking to a store randomly. You have a general idea. Sometimes you might walk into, you know, walk into a store around me, but that doesn't happen too often. So they're creative sets the expectations. It sets the general idea and if people are clicking on your ad and you have these things set clearly. then these people are very very likely to buy something. Assuming you have all the right principles and it's the compelling off for and all these elements that contribute to making a person buy third thing a bad creative. So a bad ad will provide Facebook with poor signals meaning it's gonna be hard for Facebook to find your ideal customer. So in this lesson, I'm going to teach you how to create a good creative which will provide Facebook with clear and good signals so that it will be easy for Facebook to find your ideal customer. So we're gonna be leveraging the algorithm a lot here and that is done through your creative. That's not done through any of the, you know, corn cool Facebook ad strategies or Facebook, you know interest targeting stuff. It's not done by that it's actually done by your creative and we'll go into it a bit deeper here. As we go through this lesson. So part one. Let's go into the principles or the fundamentals. and For marketing when you're learning anything you want to learn the fundamentals slash the principles then you want to learn a Frameworks then from there. You're just reverse engineering and you'll see how I do this as we go through this lesson, so, first principle selling wants versus needs You cannot change fundamental Human Nature. And humans want things fast. They want things to be simple. They want things to be easy. Push button result. No pain involved. No friction involved. And you just can't persuade someone through needs you have to persuade them by tapping into wants and what they think or what they perceive are the problems which is why it's so important for you to know the customer better than they do. We're not actually trying to sell them on. What is the actual problem and what they actually need in our ads in our copywriting when you're doing sales when you're trying to persuade someone we're always figuring out what they want. And from what they want. That's what we literally tell them and give them and show them. No, very very simple principle. very very simple principle, but very important and if you without even understanding a framework of Even if you don't have a framework for creating your ads. If you just understand this really well selling wants versus needs then your creative should convert either way. You should be able to sell anything if you understand this. The next thing is creating perception. And some tips for this is were we're always selling benefits or the perceived solution to their their pains and we justify those benefits with features oftentimes people will just sell the features. They'll be like Well without even you know mentioning the the benefits or the the wants or the in how the features tie into these things features just simply create tangibility. They create believability and the ad depth to your marketing which is why a product is so important because a product without any features about any depth to it will mean that your marketing won't have no depth to it because it's very hard to Market a product with no features. Um, it's just right, but the core thing we're trying to do is just to sell benefits. And then we just tie the product into it. next thing is show not only tell. and when you're showing people visuals in your ad it should feel and seem fast and we'll break this we'll break this these two principles all down I have A few examples. I want to show you guys even a mini case study for you guys, but we're always trying to make things seem have the perceived feeling and look that it's fast simple. It's easy and new. Okay should be push button easy avoiding pain and limiting factors limiting factors could be is a safe is this expensive? This is take a long time to get results with stuff like that and where we're always working with predisposed desires and pains. We're never creating them. We're just increasing motivation or decreasing friction. So we're never trying to create desire around our product people should already have some sort of deep underlying desire for The oh, sorry for a certain benefit or a certain goal and then we're simply just giving them and showing them an easy way of achieving that goal. right, so and we'll go into this in the examples and I'll really break that down for you guys, but I wanted to break down a product that I scaled to 200k a month, which is just see a regular mascara. There's tons of mascara products out there, but it was a regular mascara. I was scaled it to 200k a month for a few months for our payment processor got shut down but context I didn't know what I was doing all I knew. when I looked back was I knew how to sell wants. And I knew that needs don't matter. I knew my target audience very well. I watched the YouTube videos I watched. Oh, sorry. I read blog posts I dug into. all the competitors and what they're they were doing with their product and how they were marketing their product and I just reverse engineered that and I combined all the best parts into All the best selling points into my creative and into my product page to sell this really regular mascara. Okay. And how did I create the creative? So first I researched what people are looking for? I watched the YouTube videos, I would read the comments see where people are really the parts of the videos that people are talking about the most such and in this case some mascara close-ups of mascaras. Before and after authority figures using it on their thin lashes. Talking about how it lasts all day showing it waterproof showing it not smudge. Right, so I will look for Clips online of mascaras in use but it wasn't necessarily this mascara. I would look for clips of other mascaras and they all pretty much look the same but when I you know stitched them all together, it seemed like it would be just one type of mascara and they would just be seeing all the best mascaras in use. Okay, and on doing is I'm creating that perception right and I'm just showing them what they want to see. I'm just trying to get the sale in this case. So just Stitch all the videos together using a framework, which is what I will be showing you and I'll even show you some of these ads I just like a heads up. I really didn't know what I was doing. When I was creating these ads. But I understood again someone's needs and creating perception, which is just very key and very big parts. to marketing and I won't really break this down into like a framework. We'll do that within next examples just because we haven't dive into that yet, but I just want to to show you guys. How and how the ad looked? So I have the hook. You see before and after desired results pain. I'll show it in use and by the way, these are all different mascara's and this is all different looks and stuff. And now this is where I talk about the the actual features. And how it justifies them getting the desired result that they're looking for. I just don't I don't mention like like that's how I news features and use it to justify the benefits and make it believable. And make it seem like the product is new and unique. There's another one. and before and after look how easy and fast it is to get their desired result. All different clips by the way, not even the same. Mascara. And maybe not even videos of mascara too. Just literally video clips of makeup artists with really nice lashes. Again, this is how a news features green tea fibers nourish and lengthen your lashes. But I only bring in the features after I talk about the goals and the pains then I'll bring up the product features and stuff. very very simple stuff So I would even do that. I would even apply that same principle onto my product page images. So I would look up mascara products and I will pull all the high quality images such as this one which you wouldn't be able to find out how they express. This is just from another mascara brand pull this up because I would see this. This type of photo I would see this type of photo and this type of photo across all the mascara Brands. So I want to make sure I have these photos on my product page as well because these are very common across. So this is something that people are probably looking for Right. So oops. I actually skipped a bit too much. But here's some more photos here like a before and after sales and today even added that urgency again, you want to add urgency scarcity stuff like that to our landing page and in our creative here more before and afters in the product page, but now we'll go into the the framework Frameworks. so now we'll explore the the Frameworks so Why are Frameworks? Important and this is assuming after you understand the fundamentals and the fundamental principles and your understand the mechanisms behind them and what drives a person to make, you know to buy something and the mechanisms of persuasion. Once you understand these things then you can utilize Frameworks. And it'll make much more sense. It just takes a guesswork out of everything, but you need to understand the fundamentals first. So Frameworks are important because again, they allow you to avoid guesswork. They allow you to pinpoint flaws in your creative. And so that you can actually look at the data that you're you're seeing on Facebook or take talk on Google you're able to look at that data. And then you're able to actually look at the creatives and understand why the data is saying what it is actually Paints the full story or you're actually able to pull out the full story. And from that you're able to understand. Okay. These are the next steps. This is possibly what I could improve on. This is possibly the the ball neck in my, you know, creative or the funnel and a framework not. Nothing is new. These Frameworks aren't new. These are proven. Frameworks meant to generate a response or an action out of the the customer or the potential customer. so there's a fundamental framework. You guys can do your own research on this so you guys can be able to see. different perspectives and ways of of teaching this framework and also the examples out there as well. So the fundamental framework to to take in a person from you know. Desire to action is called the Ada model. So basically a stands for attention I stands for interest d stands for desire a for action and there's different variations of this model, but they're all like they all were are reference to the atom model. And the fundamental principles behind it different models account for different. You know stages of awareness that your target audience or potential customer might be in. so um the universal pattern across all these different models is that they all have a hook in the hook is the most important thing because it sets the general expectation or general big ideal and it determines who the who is consuming the content the who is watching your ad. We want to be very hyperspecific with our who And from there we can figure out what do they already know so that so the stages of awareness. because we don't want to be selling to everyone if we're selling to everyone we're selling to no one because we can't get specific with our message and the offer and it won't be relevant to who's watching Once you're able to determine the who everything else should come very very easy. A lot of our research is just determining The Who and from The Who determining the is the pains the goals the living factors? after the hook It's just creating interest to get them to consume more, you know, creating curiosity typically by amplifying pain or introducing them to the desired goal, especially if you're trying to make them take an action. The reason why we want to amplify pain is because without pain people aren't going to be as open to a to a solution so we need to figure out how to amplify pain and after you know spark in their interests, it's talking about the the benefits how to get them fast, and then there's a call to action and I'll show you and a couple examples or a few examples of this pattern being used. So again, we talked about the hook. So testing products no longer works for dropshipping as to draw stripper, you know exactly. What this? This is this is relevant to you. So you're probably gonna read this content and the Facebook algorithm. Well optimize to show people. Who actually consumers content click on this ad? because because if this was just showing the first field sentence, like it wouldn't be irrelevant to someone that is in draw shipping. It wouldn't be relevant to someone that's you know in schools stuff like that. It's only relevant to people who are dropping. This is very I'm speaking the language, right so types of products no longer breaks for Josh shipping back in the day out tests tons of products. Eventually. I would find a winning product. And the sales from that winning product would make up for all the losses from testing. So I'm using. Storytelling to create that pain something that resonates with my target audience which in this case are dropshippers, okay. And while I've been doing this for years. Newbie, Joshua birds are just beginning to understand that you don't need to test tons of products. You can just stick to one instead. You need a system or framework. So now from attention, which is the hook to interest which is creating the pain now. I'm creating the the desire instead you need system framework. Crane a desire around the benefit. And I'm not talking about any product here or anything that they will be getting. I'm just talking about. I'm calling out to who I'm trying to sell to. I'm talking about the pain the potential solution. And then towards the end then I will talk about the vehicle that will take them from pain to go. Which in this case is a free case study. It could be a product research tool. It could be a course. It could be a mentorship. It could be anything of that sort. So. the that and that's basically all I'm doing and and I'll even show you a before and after so here someone inside of my group that mentoring. This is what they they wrote for their copy. They told me test products and become a millionaire everyone thought or heard that at the beginning of their Josh from career. Unfortunately, this is It's too slow. It's not concise. It's not fast. It's not relevant. Right? We want to make sure that everything is concise. It's compelling the whole time those curiosity. There should be suspense always built throughout your ad. That's the impulse the higher the suspense the more impulsive the more you build that, you know cold impulse. Right. This is just really boring. So. I took this whole concept and I rewrote it to attaches my first 500k month dropshipping and took me nearly 40 product tests to get there very relevant. It's really fast one big mistake. So I'm bringing up the what's in it for them. Not repeat again, it's Mount testing products. And that's something that's relevant to monstrous because that's what they do. And that's what they are taught. But I'm also glad I did this because now I know what products to avoid. Here's a list of products. I've tested and film horribly. I've broken down. Boom boom how to not test how not spend products how to do this. That's this the benefits. That will solve their pain right here. And since they're part of this group, I'll show you guys. I'll share it to you guys for free, right and then I'm also showing not telling so I'm applying all the principles that I've I've just taught you guys. In very simple just like this very very simple. Okay. So how do we apply framework? So we need to know the fundamentals then it's the Frameworks. And then we just reverse engineering break things down to Frameworks. Don't ever build things from scratch just copy. What is already proven same thing with most information out there. Nothing is new. They're just put into different perspectives and different ways of You know explaining certain Concepts like no concept or framework is new. There's always something fundamental underlying these Frameworks, especially for direct response marketing, which you guys are doing with your creative. It's literally just stayed a model. That's the fundamental framework behind everything. So you just go out there? Copy breaking out to the framework understand what's happening behind. Like at each step in the framework. And then redo it for your specific offer product and audience make it relevant. Don't copy blindly and then redo it better by applying the Frameworks. I mean the fundamentals and I'll show you an example here. So here on the left here this whole copy that I wrote here on the right was called beat from this left one right here. So this funnel no longer works for high ticket coaching businesses. Okay, who is a target audience? People that are in high ticket coaching businesses testing products, no longer works for dropshipping. You know, I bring out the pain and it's relevant to Josh strippers. So it it's like a resonates these two hooks resonate back in the day back in the day. You know, you have to understand fundamentally what they're trying to do at each part. Then you're just rewriting it so that it's res so that it resonates with their target audience. That's literally all I did so you can just pause the video here and compare the two to see how I did that and you know, see how you would do it for a specific offer or Niche that that you have in mind. Okay, so there's a specific video framework that I always use. And you can see the underlying Aida. This is my framework hook. We talk so the call out to your target audience. Then we talk about the pain or goal depending on what you're selling. Then we validate that with the product. Right, so we make it so so we use features to justify the benefits. And then trust so these these last two pillars are objection handling that we have to call to action. So we'll we'll watch the video this creative and we'll break it down to the framework. Okay? So just so we can practice together. So I'm gonna hop back and forth from the framework. and the video a few times just so that we can see so let's look out for the hook. So what I'm thinking of is okay, who's the target audience? And then I'm looking at what What mechanisms are they using to call out to that target audience and make it really resonate and hook them in so Three reasons why most diets don't work. Who's the target audience? You know weight loss, you know women that are trying to lose weight. They're using curiosity, you know, three reasons why most diets don't work. Why because the person that they're trying to sell to if we do our research. Probably has tried diets before they've tried weight loss programs before right, so we're counting that into. you know our research and How we're going to approach, you know, this is like a an objection that people will have right the direction being I've tried other diets before so we're using a more Lowell sales pressure a less direct way of selling what we of selling our products, which is probably why the ad is, you know, two minutes long just because people need more education, you know, we need to it might take a little bit more time to to really get that message across and Tackle these limiting. These factors are these objections. So three reasons why most diets don't work. Probably people have been in the market already. Okay, so we just went from Hook now. We're going to pain our goal. Okay. I've started and stopped more diets and I can count so we're talking in first person for this ad again counting in for the fact that people have probably seen ads like this before they're probably very skeptical very skeptical especially when it comes to weight loss and health and stuff like that. So so here I've done Weight Watchers things that people have probably tried before that didn't work. So now we're covering all the all the pain points. Right. Here's a real thing that they probably suffer from as well. Talk about the pains right now. pain another pain had some success with Keel know. potential result And now talk about limiting factors and pain. Now we're introducing the product. So we've literally had the hook. We talked about problems solutions. Now, we're going into the vehicle and I want you guys to really know notice how they really don't talk about features. thing she have my Keto Plan by measure. She looks amazing. She has lost 17. now so one feature one size fits all is not really a feature. It's It's a a benefit. So the benefit of this product is that. Doesn't matter. It's a One-Stop shop push button easy result. And here they're using the product they're showing not telling showing how easy it is. funny type here and what we're writing about the features. We're writing about the benefits basically and tackling all the objections. See, they're making it sound really easy tackling all the the limiting beliefs the the objections number two hated County calories. Well, you don't have to count anything. You don't have to eat boring stuff. So talk about the benefits using the features to justify the benefits and that's the entire pattern right here. and then go into the call to action. So super simple pattern right there. Here. I want you guys to take a look at the next one too. So. As men get older. Their T levels start to drop like a rock. So this is the hook in three seconds. So older men that are losing testosterone. But this is let's see. So the pain so older men, you're probably suffering from this. You know pain pain. product intro so a scientifically formulated this could all be worth it better, but you can see, you know benefit justified by feature. here talking about the benefit showing not telling especially in the bedroom again, you can see we don't talk about the features too much. Was this presuppose most supplements are rooted in science. So like and objection is this safe? Yes. This is safe. It's scientifically proven and this is and they're using the features if you justify the benefits and making it believable. So yeah, we don't use cheap ingredients. We use the highest quality ingredients sold that What so that it's safe for you to take? That's all they're doing here. next add He's a very straightforward one tired of nasty nuts and flies. I really don't like this ad because it's just really focused around the features, but there's like a lot of testimonials and the reason why this ad works is probably because it's like a seasonal thing. So like it's just very like obvious what it does. There's a general expectation. There's like a general desire in the market already for this type of products and the solution. That that they're you know General desire for the solution that this product is providing already. Okay. You see it in these ads as well the hook. You guys just you know scroll back on this lesson and check out the video and see what I did for this and do it better. Okay. so I want to look at it really bad because you guys just seen like decent ads now. We want to look at a bad ad and see if it's falling off framework seeing breaking down the copy and let's get really rough or mean on this one. Okay, so hook Stop dogs, excessive barking without harming them. So let's look at the visual first. Okay dog barking makes sense. But we can make this even more relevant to the target audience that we're trying to sell to which is dog owners. Obviously. These guys are trying to Target dog owners that have dogs that excessively bark but you know, this is just a dog barking. Maybe we should have a clip of a person walking their dog and it's barking. Okay, and it's causing a Havoc so we could have like a bunch of Clips showing that so that it's oh yeah. This makes sense. I resonate with that. That's me. I have this problem but instead this person shows a dog barking. So that's a hook and then we go right into the product. Introducing the problem. We didn't even agitate pain or problem solution. We just had our call out which is like okay if you're this person watch this ad and then we just go into the product. Sure, it might make some sales and stuff, but it's not scalable. And again without paying people just aren't likely to you know, get emotionally involved or get even be open to a solution. So, let's see what they do here. So big mistake there. Clips aren't relevant. They don't resonate they're not that compelling the caption is okay. Stop dogs bark. It's clear right? It's clear who we're trying to talk to so maybe we could work a bit on the visuals here. There's no. Problem or solution, you know being talked about here. So why would people why would people even they could watch the whole thing and not even convert? They might just think it's a cool cool ad or cool videos just randomly watching. There's no pain involved. Nothing resonates with people here. So the ads won't work well. And that means if you're not falling a framework, you're not doing these things, right? It's not providing Facebook a clear signal into who to show this add to so if it's just people watching and they're not really likely to buy. Because of the way you've you build your ad then you know Facebook is just gonna optimize for those people people that just like to watch. And then your costs are going to be really high to acquire customer. Call our recognizes dog barking so we go into product into feature. So the way I would do this is okay. This works for all kinds of dogs. small and big all kinds of frequencies of dog barking So it'll detect that and it will. Trigger gentle harmless versus spray. Okay, that makes sense because we're talking about it being harmless, but we want to talk about it being effective because a lot of dog owners we do our research what method do they resort to to train their dog yelling? tugging we want to address those things. Right adjustable complete comfort for any size or dog boring. We want to talk about benefits here and the pains and using the features to tackle those things. easy to operate and safer to pet it's kind of see what they're trying to say here. But again, it doesn't resonate we need to always connect it back to something emotional something logical. We need to connect it back to benefits or pain. Which we really didn't do well here. Because if you have the call out and then you do the the pain and the goal clearly, then it sets the expectations in their head as well. Okay people for the people that this ad does red is resonate with Oh They'll stop watching the ad right so Facebook be like, okay, these people aren't interested in watching my ad but these other people are interested so they'll show the ad to people who are interested and then as they watch through this and they have clear understanding of the pains and the goals and resonates with them, then it's much easier to use the features and tie it back to the pains and the goals that people are looking for so it's just really hyper relevant. And provides. Yeah, the algorithm will it'll just be easier and cheaper for you to find people that are actually, you know, ready to purchase their item. Rechargeable battery and water resistance. What is the benefit of this? I don't even know. There's no clear framing at all. So yeah, we're missing a lot of stuff. Hopefully that was helpful for you guys. now part three we're going to go into the just the technical side of Of creating your ad and the software I like to use is Adobe Premiere. You don't have to use Adobe Premier. You can use something very basic and cheaper as long as it follows what I'm trying to do on Adobe Premiere, which isn't too complicated. Because as you guys see in the previous ads, there wasn't any complicated editing. There's no crazy transitions. It's just very straightforward. It's all about Clarity in the message Clarity in the message. That comes through the visuals and the captions. You don't need any crazy transitions. You don't need throw your logo to make it look branded. It's all about the message. And creating that big expectation that people are looking for. So we're on Adobe Premier right now. I like just press new projects. Name it. Something so that you can organize it. One at whatever just one. Okay. So this is what your your Adobe Premiere will look like. And there's like tons of tutorials on how to do this. So I'm just gonna really run through this. So take your video clips that you've downloaded or recorded. You want to drag it to the bottom left here? And then you're just gonna drag into the timeline. It's gonna look like this. For your creatives don't have them in this Dimension. Make sure you create them in square dimension. Go for six four eight six forty or the highest quality possible, you know 10 a 1080. Okay. We just do 1080 1080 in this case. And it'll be square, right? So it'll be like this if you have like a landscape clip which most of you guys will okay, you just click double click on it or you just click right here. You scale it up like this until it fits in. Boom just like that. Okay, and now we need our caption so we have our visuals. And now we need the captions. for this um Let's create the caption. So to create captions you're just gonna go to. down here gonna type just click over so so I had a glitch share so I just clicked right here. click over and type caption whatever your caption is, so it's probably gonna be really big so to adjust the size and reset Center it look so to recenter this just go to the right here. Click that. If you want to move it up and down you can move the manually like this. And then recenter or you can use these things right here. On the slide here. You can use the font don't do anything fancy like script. News like safe font like you but to and then I'll usually make a bold like that. Right, so it's very readable. very clear Okay, and then this is probably too big to fit in your words and so we'll do like 40 or 50, you know. so that the caption fits in so hey if you're very drop shipper read this and then we Center it. obviously the text is like this you can do the text like Center like this and you might have a really bright background. So then this this won't be readable right? So You can add a stroke which I like to do all time. I'll add a stroke. And then I'll do like a five. We're really depends on. want to make it readable that's like the most important thing where it's readable and it looks kind of pretty so here we are. We have a stroke. Hey of your dropshipper read this. Okay, and then there we have our hook. Then I'll hold all. And drag this out so that we could duplicate it. here So just be simple transitions like this. So we're right our captions against we want to be super relevant and concise. and a big trick that I'll do is I'll watch the video with no volume and I'll just read out the captions and see if it's clear and see if there's a clear flow and see if I can finish the reading it in like three to four seconds. So each clip. I usually at Max four seconds max four seconds. Each scene is at Max per second and I'll read it out loud and then I'll even watch the video with no captions to see if there's a clear image or general expectation or idea being built without captions, right? And then we'll use when they will throw on captions. We'll throw on audio and then it'll just hit harder. It's just be much more clear because if a person can paint an image in their head, and then you also have to captions guide in their thoughts. It's just much more clear. So four seconds each scene, you know three to four seconds and for that. Boom, then we will go into the clips like that three or four seconds. Cut these and we'll have another clip and just very simple like that. right, so just very simple like that and then from a call to action, it'll just be We'll just send her everything and press you know shop now. Something I've been doing is I'll do like a countdown timer. shop now then we can do like a five four three two one right, so type thing so we can see how long these will last so like one second. Shop now then we'll do. five five duplicate it when you zoom in right here. five four three two one and that's all you need. Just very very clear visuals. Very clear captions make it engaging make it relevant apply all the principles that I've taught you.
