Master The Art Of Your Facebook Ads Message

Struggling to scale your ads or attract the right leads? In this episode, we break down the three-part messaging system I’ve perfected after launching 600 funnels across 120 niches. 

You’ll learn how to craft a clear, consistent message, speak directly to your ideal buyer, and use the right messenger to turn traffic into paying customers. 

We cover common mistakes businesses make with messaging, how to target cold versus warm audiences, and why specificity is key for scaling without attracting tire kickers or price shoppers. 

If you want to stop guessing and start converting at scale, this episode gives you the framework to nail your message, identify your audience, and deliver it for maximum impact.

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📺 Watch This Episode on YouTube: https://youtu.be/GNv6SXFU-54?si=h0jJvwaSPivicZSz

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✨ Get My Best 20 Landing Page Swipe File: https://get.persuasionexperience.com/lp-swipe

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⭐  Get My Landing Page & Funnel Templates, Training & Systems (Community): https://www.skool.com/the-obsessed

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💸  Work With Me & My Team To Scale Qualified Leads From Paid Ads (Done For You): https://get.persuasionexperience.com/px-fb-ads-page

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💕 Connect on Instagram: instagram.com/alisha_conlin_hurd/

Transcript

SPEAKER_00 0:00

So if you're attracting sh leads or you just can't figure out how to scale your ad spend, it takes just three tweaks to your messaging to really convert more of that traffic into your perfect buyer. And today I'm giving you my proven three-part messaging system that I have perfected after launching 600 funnels in 120 niches and helping big brands to scale big spends. Okay, let's get started. Alright, but before we do fix your messaging, you kinda need to know where it is broken. Every message goes through this communication framework. We have you, the sender, and you put your ideas into a message and you send it through a channel, like a Facebook ad. Your market, the receiver, decodes that message based on how it is delivered. And all the noise in their world, like politics, trends, TikTok, stress, and even their mood that day helps them to decode that. And that's exactly why most Facebook ads fail to scale, because they are scaling the wrong message to the wrong person. And it just makes things worse. You might get more leads, but you usually get more of the wrong quality leads, tire kickers, price choppers, annoying low-quality leads we do not want to attract. That is why fixing your messaging is always the first step to scaling profitably. Without it, no funnel tweak, targeting hack, or like an ad refresh is going to save you. So step one is to nail your message. And your message is simple, it's just what you're gonna say, and then you're gonna repeat it across every single touch point. It's how you want to be known, it's how you want to be understood, and it is how you want to be perceived in the market by your ideal customers. For example, let's take Apple. Their message isn't we sell computers and phones. For decades, they have positioned themselves as the brand for creative people with slogans like think different and even Steve Jobs describing their products as tools for the mind that advance humankind. Every ad, every keynote, even every experience in an Apple store reinforces that same emotional connection. That's the level of clarity you're gonna need before you even think about scaling your Facebook ads. Because once you have it, every campaign and every post, every sales conversation, it's gonna reinforce that same idea. And that is how you win at scale. But there are three big mistakes that I see companies get very wrong. And the first is they've never actually sat down to define this message. So the CEO thinks one thing, marketing says another, sales says something else, and your market hears a very confused, watered-down version, right? And a confused mind will not buy. So don't worry, I'm about to give you my framework so that you can figure this out in just a second. But the second mistake is they don't evolve with the market's sophistication. So what worked if you were first to market five years ago is not going to work now, usually because the education level of your market has shifted and new competitors have entered the market. For example, I have worked in the Aussie property investment market with many different clients over like nine years or something. Back then, you could make big claims and the market believed you because there weren't as many competitors. Now, people are super skeptical. They've had shitty experiences, they've heard the horror stories, and they've heard all of the claims in the book. So when I work with clients now, we need to adapt the messaging to match the market. And the third big mistake is businesses playing it safe. They're scared to stand out, and they'll say things to me like, none of our competitors say that. And it's like, yeah, that's kind of the point, right? Like the goal of your message is not to just try and sound better, but to try and sound different. So you actually tickle the right part of the target market's brain to make them want to even pay attention to you and hear your message. So when you are planning your message, you should think about these four questions. One, what do you want to have people remember about you? Two, what do you need them to believe? Three, which stories illustrate that? And four, what makes you not just better, but different? And here's the framework I use with my clients to nail it down before we ever even spend a cent on ads. This is just one of many things we figure out in this strategy. Now, before you start running your ads, you need absolute clarity on your core business messaging. And this isn't about the exact words in your Facebook ad or the angles that you test, right? This is the foundation of what you want to be known for. It's the consistent story that you repeat across every single channel so your market like instantly gets who you are and what you do and why you're different. Okay, the framework is simple, and you are going to write these things down. What we do in one clear sentence, how we do it, what's your unique process, your proprietary system, who we do it for, your specific target market, the problem it solves, the pain or frustration you remove, the result, their dream outcome once they work with you. When you can answer these five points clearly and consistently across your whole team and all of your marketing, your messaging becomes focused and powerful and impossible for your market to ignore if you make it different. If you can't answer these things clearly and consistently across your team, even your messaging is broken and scaling will only amplify the problem. Okay, now you've nailed your message. The next question is who's actually going to hear it, right? Most businesses think they know their target market, but when they try to scale cold ads, the economics blow out. Why? Because it's usually they don't understand the difference between speaking to a warm audience and speaking to a cold audience. If you've grown on referrals, word of mouth, or content, you've been talking to people who already trust you. They've spent time with you. Warm audiences understand you over time. Cold audiences, they've never heard about you, they don't care about you. And if you're not instantly, instantly relevant, you are ignored. So to scale a cold audience, you need to understand the conversation going on in their mind so that you can package up your message, right, into something they care about and decode properly. The best way to do this is to use Eugene Schwartz's level of awareness. I talk about this so much on this channel, these five different levels of awareness. It helps us to understand the conversation going on in their brain. Because while you'll have your core business messaging, yes, nobody wakes up one day and wants what you have. So you have to package it up to meet them where they are at. A cold audience might be problem aware. They know something is wrong, but not of the solutions. Solution aware is next. They know solutions exist to solve the problem, but they don't know yours, right? Or product aware, they know you, but aren't convinced you are the right fit. If you talk to a problem-aware person like they are most aware, you lose them. If you talk to a most aware person like they are problem aware, you bore them. Okay, now the second scaling trap is being too broad with your market. Yes, you might serve multiple audiences or niches, but you don't need to go broad on your ads to scale. Instead, we get pretty specific on the niche. For example, we run an info product in the breastfeeding space. How we talk to first-time mums is different to second time, third time, tenth time, right? And how we talk to mums in Australia is different to the mums in the USA because they have different experiences and they contextualize and decode our message differently. The more specific you are to one receiver at a time, the more your cold ads are gonna cut through and they're gonna think, yes, this is for me. All right, and now we have dog whistle language. These are the words that make your perfect buyer think, yes, you understand me, and make the wrong people self-select out. Our goal is not to scale a high volume of shitty leads, it is to scale qualified leads that turn into buyers. But most businesses are too scared to disqualify people, which usually results in their sales team, their closers, dealing with unqualified, annoying leads. And even if they do close them, then they're shitty leads for the fulfillment team to deal with, right? And then so on and so forth, the business fails. The dog whistle language, the words, it's just using the words that they use. You can find these from the sales call transcripts, what they say in Reddits, what they say in your testimonials, whatever. It's not your industry jargon, though. And if you use the wrong words, you sound like an outsider and they will ignore you. For example, if you're a consultant targeting like CFOs, your hook might be about um reducing capital risk or maximizing shareholder value. But if you're that same consultant and you're targeting like a construction company and their owners, you might talk about winning bigger contracts without working on Saturdays, whatever, right? It's the same service, but completely different language because the receiver, the decoder, changes. And here's your action item, right? Here's your action item to nail the receiver. Write down the name of one real client who is your perfect fit. Find a photo of them if you can, right? Whenever I'm writing copy or working with a client, I want to think of it as one person. It's one-to-one communication. That's how our marketing should feel. Obviously, it's one to many, but I want it to feel one-to-one. All right, now you got a bit of a vibe for who you're actually talking to, which most businesses never figure out. Now you can answer these three questions, right? Without using your own industry jargon, use their language. What's the number one problem they want solved? You don't sell a product or a service, you sell an outcome. So number two, what's the dream outcome that they'd love to pay to get fixed today? Number three, what have they already tried before but didn't work? And we figure out a lot more, we uncover a lot more for our clients, but if you can't answer at least those three instantaneously, you're not ready to profitably scale paid ads. Okay, now you've got your message and now you know who is receiving the message, who it's for. The next question is who's gonna deliver it? Most businesses forget that effective communication should feel like a one-to-one conversation. Your audience, your market, should feel like someone is speaking directly to them, not at them, right? But here's the key who is that someone? The messenger should ideally be a real person for your business. In my experience, not all businesses will do that, of course. Someone whose backstory resonates with your market. And that's why some companies will pay like celebrities or spokespeople to be at the front. People don't want to deal with businesses, they want to deal with people. All right, example time. With this landing page, I'll chuck it up on screen. The copy is in the language of the target market. They read this and they know this message is for them. And then we have the page feel like it's one-to-one communication because it feels like it's written by the founder who has a relatable investment story. And once you've got your messenger, the next thing is they gotta look the part. If you're talking to lawyers, you don't rock up in a singlet and flip-flops or thongs for my Aussies. And if you're tradies, like that's your market, you're probably not rocking up in a three-piece suit unless you're like a lawyer to help them, maybe. So now we have to think, okay, our messenger's personality, the tonality, and the appearance should actually match how your audience maybe sees themselves or how they want to be seen or how they think you should be seen, right? So, as an example, recently I'm working on that pregnancy product I was just telling you about. And I was also working on an outbound dialer, and I'm gonna be doing a video on that soon. Now, the pregnancy product, that is for mums, it's a different tonality, it's a different messenger, it's a different way that we package up that message. The dialer, literally, one of the testimonials is from Cole Gordon, and it's like Cole Gordon says this dialer fucks. And it's like much more functional arrogance, like um, because I read through like all of their like sales call transcripts, listened to them, looked at the messages that they send each other, right? The founder and the and the and like hundreds of customers, they talk a different way. So the marketing has to reflect that, how they talk to each other. And that's where something like brand archetypes come in. Yeah, so up on the screen now. These are 12 very timeless personality types from the hero or the caregiver to the outlaw. Each one speaks with a different tone, uses a different language, and presents a very different energy. So your action item is to decide which of these archetypes best fits your brand and market. If you can't, you don't have somebody, right? Because the right messenger won't just say the words, they make the audience believe the words, they make the audience feel something. That's the whole point of our message, right? We want them to feel an emotion. And that is that. So if you do need more qualified leads for a high-ticket service or you're a fast-scaling info product looking for a new growth partner to create all of your funnels and all of your ads and profitably scale you, then click the link in the description. You can book a call with me to see if we're a good fit to work with you. If you want to keep DIYing it and you want to see how we take this messaging and we turn it into high converting landing pages, then watch this video up next on the screen. See you in the next one.