I Spent $200,000 on Ads, Here’s What Actually Works!

Online coaches and consultants, if you’d like to sign your dream clients and scale, there's a link below that shows how we can help. It's a funnel, obviously, but it explains what we do if you're looking to scale. 

https://youtu.be/P_H2U2jxYCQ

I’ve spent over $200,000 on ads for clients in the last three months.

After running that many campaigns, you start to see what works and what wastes money.

Most ad accounts don’t have a budget problem.
They have a setup problem.

People copy ads that look good, change a few words, and expect the same results. Then nothing happens.

In this video, I break down what’s actually working right now.

I show you how to write better hooks, explain the problem clearly, use proof the right way, and handle objections before they come up.

If you’re running ads or planning to start, watch this before you spend another dollar.

Transcript

SPEAKER_00 0:00

In the last three months, we've spent at least $200,000 on ads among the clients that we have in our portfolio right now. And in this video, I'm going to be breaking down our best performing ads. So I took a list of all the ads that worked insanely well for us. Ads that are seen a 5x, 6x, even 10x return on the spend. And I broke down what was common amongst every single one of them. And I'm going to break that down for you step by step inside of this video. So if you are running ads for your online education business, if you are planning to launch ads soon, if you've never written ads before and you want to know what elements to include in your ads to make your ads work insanely well, then you will get so much value from this video. So let's just get into it. So if you've never written ads before, usually ads are broken down into like the hook the body and the call to action. So this is the structure for most ads, right? And there's more nuance to this. And there's going to be more elements under the hook. There's going to be different types of body, there's going to be different ways that you present the offer and so on and so forth. But this is the core structure you need to pay attention to. So one of the main things that we found when we were breaking down these ads that were working insanely well is the hooks were confrontational rather than curiosity-based. So when I say curiosity-based, you're trying to key into the psychology of the person being more curious to hear what you're about to say. Say, for example, you start your hook by saying, Did you know you could lose weight without doing cardio? Right? That's an example of a curiosity-driven hook. But we found that the ads that worked really well were more confrontational than curiosity based. So an example of what I mean by confrontational is for the example I was given before, where I was saying, Did you know you could lose weight without doing cardio? It will be stop using cardio to lose weight. That is more confrontational than did you know XYZ. Another one we found that really worked is can I be honest about right? So I could say something like, Can I be honest about all these gurus that tell you to use cardio to lose weight? And then I go into the point I'm trying to make in the eye. Another example is let me save you. So this one worked really well. We say, Let me save you 20 hours of your week that you're wasting right now doing cardio and you're trying to lose weight. So that one is very, very confrontational. So you're just getting right in their face and you're calling out something they are currently doing right now, or a pain that they are currently experiencing, and you're being very confrontational about it. So those types of hooks tend to work really, really well for us over the past three months. Another example is let me show you. So let me show you how you are making this mistake, or let me show you why this thing is not working for you, and so on and so forth. So we are very confrontational, like I said, and we are really trying to just get right in their faces, stop them from scrolling, and try to make them understand our point of view. When you're making these hooks, the type of hooks that work the best is not only were they confrontational, they were also hooks that they try to key in into either a pain the prospect was experiencing. So pain means here the situation they were going through, right? So situation could be, oh, they don't have time to spend with their kids, could be an example of a situation. So you're thinking through situational pain points here. So if you don't have time to spend with your kids, let's go back to the example that we have here. Let me save you time that you could be spending with your kids. Could be an example of a confrontational hook that talks about a situation they are going through. So I'm just making stuff up here, but you get the idea, and then it could be a pain, like I said, about their situation, or it could be a false belief. So false belief is usually about their behavior, so things they are already trying to do to solve the problems they are experiencing. So it could be about pain, which is situation, or it can be about false belief, which is behavior. So behavior could be stop doing cardio to lose weight, right? Or stop eating only carbs to lose weight, or stop eating protein to lose weight, or whatever the case is in your industry. So we found that hooks that combine this confrontation style and spoke about a pain or a false belief the market is experiencing worked extremely well for the clients that we had. So you can play around with this anyhow that you want to play around with this, but just have it at the back of your mind that you want to make the hook very confrontational, and then you want to start with either a pain or a false belief. And pain here is situation, false belief is behavior. Now, when we go through the hook, the next thing is the problem, and that is the body. So, one thing we found that worked, one thing we found that all the ads we ran had in common is they all explained the problem that the person was experiencing. So, I'm not just saying, oh, being a nurse, you won't have time to spend with your kids. That is a situation. Now, I want to explain to you why that is the case, like why it is structured that way that nurses don't have time for their kids is what we try to do in the ad. Because if you make someone feel like you understand their pain, they will assume you have their solution, and then they will click on the ad, they will buy your product, and so on and so forth. So, all the ads that worked insanely well, they explain the problem the prospect is going through. We try to explain it to them, this is why you are experiencing this pain. So, two things that we do once we explain the pain to start to build more curiosity for the solution is to frame it as oh, although you are experiencing this thing, it is not your fault, it is either the system's fault or you don't just know how to do this thing. So, let's say, for example, we say let's use like nurses again, for example, because we do have a lot of clients in our portfolio that are nurses. So, let's use nurses, for example. Let me say, oh, you don't have time to spend with your kids. That is the pain. And I can say the reason why you don't have time to spend with your kids is because the way the hospital system is structured, they're structured to maximize revenue as much as possible. So they don't care about your freedom, they just want you to produce as much revenue for them as possible. So now we are blaming the system and not them, and then we can now open up our solution and try to bring up our solution to these people. So not only do we explain why they are experiencing the problem, we are also trying to make it so that it is not their fault. Now, if you are doing a false belief type of one, so for example, some nurses tend to think that oh, if they want to get more financial freedom, for example, they need to get more certifications, right? So if you just add more certifications to your degree, you're going to be in a place where you are getting more financial freedom. That is a false belief, that is a behavior. So we had one ad that really crushed, and we started the ad by saying, Let me save you $30,000 and three years of your life. That was a hook. So you can see how that is very, very confrontational, and then we go into the problem. Now, most nurses think they need more certifications in order for them to get more financial freedom. Let me explain why that is not the case. So we explain away that false belief, and then we tell them that oh, if you get more certifications, you end up doing the same things over and over again, the system is not different, and so on, and so forth, and then we now introduce the solution. So that's an example of an ad that works really well. And all we are really doing here is being confrontational about the problem or the false belief and explaining why they are experiencing the problem. It needs to make logical sense to them, either why they are experiencing a problem or why a behavior they are currently doing is not benefiting them, and then we don't blame the prospects, we either blame the system, which is like the overall infrastructure to which they exist in, or we blame ignorance, or you don't just know better. And if you want more information, then you can join my webinar, you can purchase my product and so on and so forth. Now, another thing that worked really well is personal proof. So we try to incorporate as much personal proof as humanly possible, and personal proof here could be proof about the clients themselves, it could be proof about the clients' students, and so on and so forth. So we want to incorporate personal proof. Oh, our average students get this type of results. Oh, I've been able to help over 700 nurses retire from the bedside. Oh, the average salaries is between this and this. We want to add as much personal proof as possible. Oh, I used to make X, Y, Z before, and now I make Z and now I make Y, or and so on and so forth. So we want to incorporate as much personal proof as humanly possible. Let me use the earlier example for you again. So let's say I'm saying, Oh, you don't need more certifications in order for you to get financial freedom as a nurse. I can say, Oh, I used to be that kind of person. I also thought that I needed more certifications to get more financial freedom. I tried it, it didn't work out for me, and then I did XYZ thing, and here is my story, here's my situation. So, personal proof really, really, really helped when it came to these ads. These ads really had a lot of personal proof incorporated in them. Next thing is every single ad that worked insanely well, we did what we call removing constraints. So, not only are we introducing a solution in the ad, when you introduce a solution, people will tend to have reasons why they think this would not work for them. It's just the game when it comes to ads, when it comes to marketing. So, every single ad that worked well, we remove constraints as much as possible. Like, oh, you don't need startup capital to do this, oh, you don't need to quit your nursing job to do this, oh, you don't need extra certifications to do this, you don't need to be more than qualified to do this, you don't need a master's degree to do this, and so on and so forth. We are just trying to hammer in as much as possible in removing those constraints from the ads. So you can do this without XYZ, you can do this without, like for nurses, for example, the big, big constraints they have is oh, I don't have business experience, I don't have sales experience, you don't need sales experience to do this. We are really hammering on removing these constraints from these prospects' minds. So these things that I just showed you is what I found was the common traits that all our best performing ads in the last three months had for clients. So, just to recap for you, first things first here is you want to make sure your hook is confrontational and not curiosity-based. You can test it, but we found those really confrontational hooks tend to work better than the ones that are more curiosity-driven. Like, just call out a behavior, call out a situation, and be very direct and bold about it, and that tends to work really well. Stop doing this. Let me save you this, let me show you why this, just really hammering on being confrontational as much as possible when it comes to the hook. Next thing here is you have to explain the problem, so explain why they are experiencing a problem, or explain why a current behavior they are doing is not benefiting them. You want to explain that, and you don't want to blame the prospect, you want to either blame the system in which they're operating or you want to blame ignorance, and then personal proof. Always find ways to incorporate personal proof either from yourself or from your students, and then you want to remove constraints as much as humanly possible. So you don't need to do this to get this outcome, you don't need startup capital, you don't need business experience, and so on and so forth. So, these are the main things. I hope you found value in this video. If you have any questions, leave them in the comments below. If you found value, make sure you like and subscribe. Thank you so much for watching the video, and I will see you in the next one. Peace.