How to Crush Facebook Ads in 2023!

Summary

The speaker discusses the importance of concise and compelling long-form copywriting in the face of economic challenges. They emphasize the need to address the 'elephant in the room'—negative news—while offering hope and a solution with a 'greased chute' approach. The script suggests using a story hook rather than authority appeal for relatability and intrigue, especially in a tough market. It also highlights the value of investing in timeless skills like understanding human psychology and copywriting over fleeting digital marketing trends.

Takeaways

• 📝 Editing is crucial: The speaker emphasizes the importance of editing long-form copy to make it concise and impactful, suggesting a 15% reduction in word count after the first draft.
• 🚀 Quality over quantity: The speaker advocates for maintaining a high-quality standard in long-form content, ensuring that every line is effective rather than merely long.
• 🌐 Addressing negativity: It's important to acknowledge the negative news cycle that audiences are exposed to, as ignoring it would make the content seem out of touch with reality.
• 🐘 Recognizing the 'elephant in the room': The speaker suggests that one must address significant issues like economic downturns directly to establish credibility and relevance.
• 🌟 Offering hope: The script suggests leading with a promise of hope to counterbalance the negative news, using a compelling narrative to draw the audience in.
• 🔮 Specificity in claims: The speaker advises against vague promises like 'escaping the rat race' and instead recommends making claims that are specific and intriguing.
• 🧐 Relatability in examples: Using relatable examples, such as a 'next tour guide,' can make the audience more likely to engage with the content, as it speaks to their own experiences.
• 💼 Market differences: The speaker distinguishes between different markets, noting that the appeal to authority may not always be effective and that a story hook can be more compelling.
• 📉 Navigating headwinds: The script acknowledges the challenges of promoting financial products in a down market, suggesting a cautious approach to revealing too much too soon.
• 📚 Investing in timeless skills: The speaker recommends investing time in learning skills like human psychology and copywriting, which are less likely to become obsolete compared to algorithm-based skills.
• 🔑 Long-term value: The speaker concludes by emphasizing the importance of focusing on skills and knowledge that have enduring value, rather than those that may become outdated quickly.

Q & A

What is the speaker's stance on long-form copy?

The speaker is bullish on long-form copy but emphasizes the importance of editing to make it concise and impactful. They suggest that every line should be good, and the content should flow smoothly like a greased shoot.

Why does the speaker suggest reducing the word count in the initial draft?

The speaker believes that using too many words can dilute the message. They argue that clarity and conciseness are crucial in effective communication, especially in marketing and advertising.

What is the 'elephant in the room' the speaker refers to?

The 'elephant in the room' refers to the negative news and economic conditions prevalent in the market, such as high inflation, wage issues, and job insecurity. The speaker suggests that these issues are already well-known and should be acknowledged in the copy.

What is the speaker's advice on addressing negative news in the market?

The speaker advises not to ignore the negative news but to address it briefly and then pivot to a more positive message. They suggest offering a glimmer of hope or a solution to the problems highlighted in the news.

What is the speaker's opinion on using the 'Pro Trader' angle in marketing?

The speaker is skeptical about the 'Pro Trader' angle, suggesting that it may not resonate with the average person. They believe that using a more relatable and accessible example, like a 'next tour guide,' might be more effective.

Why does the speaker think the 'next tour guide' example is effective?

The 'next tour guide' example is effective because it represents the lowest common denominator of the target market. It shows that if someone in a seemingly ordinary job can achieve success, then the audience can too, making the message more relatable and believable.

What is the speaker's view on financial education?

The speaker considers financial education to be a 'snoozefest' and suggests that a more intriguing approach, such as a 'magic three-step system,' would be more engaging and effective in capturing the audience's attention.

What is the speaker's advice on investing in skills?

The speaker advises investing in skills that have a long-lasting value, such as understanding human psychology and learning how to write compelling copy. They warn against focusing too much on skills that may become obsolete quickly, like specific media buying techniques.

What does the speaker mean by 'fighting the resistance' in the market?

The speaker refers to the challenge of promoting a product or service in a market that is currently unfavorable, such as the current economic conditions. They suggest that revealing too much too soon might not be effective in such a market.

How does the speaker view the future of media buying and advertising?

The speaker predicts that the complexity and nuances of media buying, such as Facebook ads, will be simplified and automated, reducing the need for deep expertise in these areas. They suggest focusing on more enduring skills like copywriting and understanding human behavior.