Week 1 Full Class - Media Buyer School

Summary

In this introductory Media Buy School class, the speaker embarks on a 6-month journey with students to secure high-paying media buyer roles. Emphasizing a weekly class structure for optimal learning, the speaker contrasts the scientific approach of advertising with the artistic, advocating for testing and adaptation. Drawing from personal university experiences, the speaker underscores the importance of dedication over immediate gratification, setting the stage for in-depth lessons on advertising principles and strategies that set successful media buyers apart.

Takeaways

• 🎓 The program is designed to be a 6-month journey to become a successful media buyer by taking one class a week and diving deep into each topic.
• 🔁 To achieve success, students are advised to do the opposite of what most people do, such as skipping classes or not implementing what they learn.
• 📚 The importance of learning the principles of advertising is emphasized, as it sets apart a true advertiser from someone who only knows how to set up ads.
• 🧪 Advertising is a science, not an art, and success comes from testing various ads rather than trying to create the perfect ad from the start.
• 🤔 The speaker shares personal experiences from university to illustrate the long-term benefits of dedicating time to learning and skill-building over short-term enjoyment.
• 🏆 The principles of advertising taught in the course aim to make students stand out from 99% of media buyers who lack a deep understanding of persuasion and advertising mechanics.
• 🔑 The 'winning ad formula' consists of a hook, pain point, solution, objection handling, and a clear offer, but it's crucial to remember that this formula needs to be tested and adapted.
• 📈 The speaker stresses the importance of doing pre-work before creating ads, which includes studying competitor ads, understanding the product, and researching the customer avatar.
• 📝 The process of creating an ad involves multiple steps, from studying the market and product to addressing pain points and crafting a compelling offer.
• 🛍️ The customer avatar is a detailed profile of the ideal customer, and understanding this profile is crucial for creating targeted and effective ads.
• 🔄 The concept of always testing, even winning ads, is ingrained throughout the script, emphasizing that no ad is guaranteed to work without being put to the test of the market.

Q & A

What is the primary goal of the Media Buy School program?

The primary goal of the Media Buy School program is to guide participants through a 6-month journey that will equip them with the skills to land a high-paying job as a media buyer, ultimately changing their lives.

Why does the program emphasize doing the opposite of what most people would do?

The program emphasizes doing the opposite of what most people would do because it believes that to achieve exceptional results, one must be willing to undertake the hard work and dedication that others are not, thus setting oneself apart in the job market.

What is the significance of treating advertising as a science rather than an art?

Treating advertising as a science rather than an art is significant because it underlines the importance of testing various strategies and campaigns to find what works best, rather than relying on a single, 'perfect' creative idea.

Why is it crucial for a media buyer to understand the principles of advertising?

It is crucial for a media buyer to understand the principles of advertising because it forms the foundation of effective advertising campaigns. Without a solid grasp of these principles, a media buyer cannot effectively persuade a complete stranger to take a desired action.

What is the role of 'testing' in the advertising process according to the script?

In the advertising process, 'testing' plays a central role as it is the primary method for determining which ads are successful and which are not. It allows media buyers to learn from various outcomes and optimize their campaigns for better results.

How does the speaker describe their university experience and how does it relate to the program's philosophy?

The speaker describes their university experience as one where they chose to study marketing and advertising instead of partying like their friends. This decision reflects the program's philosophy of making sacrifices and doing what others are not willing to do in order to achieve long-term success.

What are the key steps the speaker suggests for starting work as an advertiser or media buyer for a new company?

The key steps suggested are: 1) Study the ads of competitors to understand what's working in the industry, 2) Study the product or service being advertised in-depth, 3) Research and understand the company's position within the industry, and 4) Develop a detailed customer avatar to understand the ideal customer.

What is the importance of studying the competitor's ads in the advertising process?

Studying the competitor's ads is important because it provides valuable insights into what types of advertising strategies are currently successful in the market. It helps in drawing inspiration and understanding the customer avatar and their preferences.

How does the speaker define a 'winning ad' and what is the key to creating one?

A 'winning ad' is defined by the speaker as one that effectively persuades the target audience to take the desired action. The key to creating a winning ad is not in creating a perfect ad from the start but in testing multiple ads and refining them based on the market's response.

What is the significance of the 'hook' in the context of the winning ad formula?

The 'hook' is significant as it is the first sentence of the ad copy or the first few seconds of a video ad. Its purpose is to grab the audience's attention and make them stop scrolling or ignore other distractions, thus increasing the chances of them engaging with the ad.

Can you explain the 'pain' component of the winning ad formula as described in the script?

The 'pain' component involves bringing the customer's problem to the forefront of their mind, making them feel the urgency and discomfort of their current situation. This primes them to be more receptive to the solution that the product or service offers.

What is the role of 'objection handling' in the context of advertising?

In advertising, 'objection handling' is the process of identifying and addressing potential reasons a customer might have for not buying the product or service. By addressing these objections within the ad, the advertiser can alleviate concerns and make the customer more likely to take the desired action.

What does the speaker mean by 'doing the homework' before setting up ads?

'Doing the homework' refers to the preparatory work that should be done before creating and launching advertising campaigns. This includes studying competitor ads, understanding the product or service, researching the industry, and developing a detailed customer avatar.

How does the speaker suggest finding and addressing objections in advertising?

The speaker suggests making a list of all potential objections that customers might have and finding solutions for each. These objections and solutions can then be incorporated into different ads to see which ones resonate best with the audience.

What is the 'offer' in the winning ad formula and why is it important?

The 'offer' is the call to action or the specific incentive provided to the customer to take the desired action, such as a discount or a limited-time promotion. It is important because it provides an immediate reason for the customer to act and can significantly increase the effectiveness of the ad.

What is the 'done with you' program called Media Buy School Platinum and what does it include?

Media Buy School Platinum is a premium program where the speaker provides direct, hands-on help to a limited number of participants. It includes personalized job application support, real-world experience assistance, weekly coaching calls, interview challenges, and bi-weekly job performance support for the first 60 days of employment.