How To Prevent Digital Ads From Failing transcript

and I think about multiple headlines multiple lines of copy what I want to be clear about here is like so many of the times when you have an ad idea the the place it fails is at the level of execution like you actually might have a decent idea but it's just it's hard to execute it right and if you just make one still image I don't know I mean maybe you did a good version of that ad maybe you did a bad version maybe your language sucked or didn't resonate the right way or [Music] whatever let's take our our oil idea maybe maybe headline a is something like um is something like uh uh there's a reason uh moisturizers don't work for your oily skin okay that might be too long but whatever go with it I'm making it up off the top of my head okay so that's maybe headline a headline B is um this ingredient is the key to moisturizer for oily skin or U maybe you know knowing a little bit about this like maybe it's like uh oily skin question mark your moisturizer needs more oil not less okay something like that okay uh and and so now I've got three ads okay again bear with me here right I just made those up off the top of my head um now I've got three ads and I actually may have a bunch more from there and what I want to do is go make all those variations and then the next step from there so I might do multiple image treatments multiple Styles and then the next step from there is to go and actually make what I call the socially native still as well which is another version of the same thing this is basically now where you might go towards ugc images as well work those in but you take those same headlines and sort of slap them over the top of the image um with sort of just like the classic Instagram text treatment okay something like that and in that respect it is like the quote unquote solution it's it's the same idea messaging wise but now you're just sort of changing up the presentation of it and now maybe we just made another 50 or another 100 ads okay and again very often I see design Stills work very often I see these more socially quote unquote socially native Stills work um and sometimes the same messaging with different formats Works differently or different imagery Works differently if you have a really good ugc or if you need to take some it might change meaningfully the way the customer relates to the product it might depend on your category whatever but I just know it's really easy to make each version of this after you've made the first one once you've made the first one making multiple variations is fast so you go and you make those variations and now you've got again another 50 or 100 ads or whatever it is and now we're getting close to that 300 number that I put in the title of this video um so you start to do that and again um I will in the version of this document that is available to you publicly um I will link out uh as many example ads as I can uh so make sure to go get that and if I can give you example ads so you can see more of this then they will be there for you okay so you you can you can go and and have a better sense of what I'm talking about all right okay so now you take it another step and that's to the text and context still I call um the text and context still uh what Barry hot rever to as the ugly ad now he he means that term broader than this and so um so that's why I have like a specific name for it I think he he has an idea of ugly ads being much broader than this um the the text and context still I mean the text is in the context of the image the classic example of this is the post that note ad um these work they're effective and once you've written the headlines for your design Stills and your social native Stills Go the next step and make it into a text and context still um get somebody to write on whatever and if it has to be posted note fine but a posted note is not magical use a letter board use on the ground the world is your canvas like just go wherever you can arrange rocks in the sand on the beach um you know anything you can do right to to to do this um uh that gets the words onto into the context of the image can be effective and you might need to Shorter punch your headlines you might need to condense them down more if you are thinking of hiring anyone new in your business right now pause for a second and consider doing it in the Philippines with my friends at more Staffing if you're think about hiring in the Philippines as like $5 an hour virtual assistants only you are missing out on an incredible opportunity to make your business better with Incredible Talent at a price that is much more affordable than equivalent talent in the US and I'm talking about manager director even executive level talent I have hired seven people in my business at this point with more Staffing I love them they have made my business way better go do it right now more Staffing will connect you to the best talent in the Philippines great English speakers people who they will recruit train onboard coach and they'll even give you a one-year guarantee so if the hire doesn't work out they'll replace them for you at no additional recruiting cost go to Mor staffing.com to get started with more Staffing today this now creates another bunch of variations of this same angle okay so now we've taken one angle we started long form video midform video gone down to design Stills less designed like more sort of social native Stills text and context Stills we've got probably like I said something like 300 ads and now there's one more step that you can take not every brand is going to do this next step but you can and it can be extremely effective and that's to actually go take the same concept and build it into a Lander now if you're going to do this it actually might be best to do this earlier in the process okay to build your Lander when you're building longw form explainer because that's when you're really sort of in the information Rich stage and again sometimes the act of writing Lander copy or something can help Inspire still image copy or whatever else but but make the Lander as well okay so when you do that the um the Lander um can also do this same uh same messaging okay and if you want to know how I created an advertising relationship with fmat it is like this because format is the actual best tool to do this um it is just the by far the most robust and fastest and easiest to use and I was working on with a client who was was building these hypers specific angles and trying to do it at scale and we realized we wanted to go from ad down through Lander in fact down through PDP in fact down through cart with um more precision and so we started to um so we started working with format to do this this this was a 50% spend increase for that client once we started adding formont and it's because you know their tagline is Right which is like you create uh funnels the same way you create ads and it's and it's this basic idea you're saying if you have this one angle right you can imagine like for for this oily skin example you know you you maybe want to make a whole information Rich page all about why an oily moisturizer is best for oily skin right and I might be saying that a little bit wrong but um but you know the way that your skin interacts with oil on your face and why your skin produces oil on your face and Etc like there could be a whole bunch of information about that and then you can like go down to the PDP level and pull specific reviews with verat so that like you get only you take a product that may have dry skin and combination skin and oily skin customers all using it and you can Surface the best reviews specifically for your oily skin funnel okay and so it's like all the oily skin women who have used this and it's helpful to them and you stack those reviews there and imagery and copy all hammering that all the way through from Lander to PDP and all those things that is how I got started working with formont and I think this is another step to where you can actually do this at the most scale again we are doing this right now with my clients where we're pursuing this approach to things because we think there's a chance to do this at much more scale than we possibly could have before um and message more complete okay and and again crucially you do it all at the same time you build the whole thing at the same time and then uh from there you just rinse and repeat if you agree with me that the best way to generate the most volume in your ad account the most efficiency is to uh to speak specifically to people uh so you you actually narrow your audience of your ad so your angle gets narrower and more specific but then to do that over and over and over with more and more audiences okay so you stack highly specific audiences on top of each other and that's the way you reach scale okay then you actually need to find a way to have your creative and Landing p process accomplish that and that is what I'm trying to lay out for you here so like I said uh I'm going to try to give you as many resources I possibly can muster go to the show notes it will be the top thing in the show notes of this episode um click on that and go get this document for yourself that you can go do it yourself and then tell me how it goes tell me how I can extend it even further tell me how we can make it more there's a bunch of things that we can do to uh there's a bunch of things that that you can do to smooth out this process on the design and production side it's very easy to see where AI might play into this process right for some of you really AI forward people it's like no there's no question about that um but uh so there's a bunch of things you can do from the actual design and edit process there for me I'm working with behind the scenes studio um for my design and edit team to go uh create this stuff at scale but that is the basic way you do it I think you will find real success taking one angle generating lots of ads and the winning a scale [Music]