How to scale Facebook ads using Human Desire transcript

Today I'll be going over how to use human desire to scale Facebook ads and kind of going over how I leverage basically human psychological manipulation to get money from ads. Um, not really manipulating people, but to some degree it kind of is. So today we'll be talking about case study actually a while back, but we still do this to this day. So it's not like it's something anything like that, but we have one client right here.

They went from doing $130,000 a month to $1.1 million a month. little measly 19K muffin profit to $198,000 muffin profit. And all we did was change the desire and you know of of the product. And just to show you guys real quick what I mean by that. This is a longer video, but just the hook itself. This particular creative right here is like some of the things they were running before. We changed it to the desire that I'm about to show you in a second here where it's POV you're my emotional support art project and kind of the desire that they were positioning these paint by number kits which was like around emotional support stress anxiety those things and obviously you know to be fair like the numbers just weren't making sense on that.

Then from there we transition it to from hey instead of us focusing on something like negative or not necessarily negative but just like stress and anxiety how can we position this more as like a fun new activity and we change the desire to hey this my girlies who need a girls night soon. Now, these two examples here, this just starts off with the hook and then obviously the rest of the video pertains to the hook and talks about what we talked about in the hook itself.

And this is a very entry level right here of showing you guys human desire. And we'll be kind of talking more about this. This is something that, you know, just really essentially was a gamecher for uh my Facebook ads journey and it it created a huge impact on the result potential we've been able to do for some of our clients and stuff. So at the end of the day, desire is just what people want, what people care about, or essentially what I love to say is what do people give a [ __ ] about?

This actually what one of my mentors told me one day uh back in the day uh two or three years ago of how he looks at desire. It's like ultimately just end of the day, what do people give a [ __ ] about? And you know, some people right now, it's June, some people want to look slimmer for the beach. Some people want to make more money because they like trying to travel and stuff and afford a bunch of flights right now.

Some people want to sleep eight hours a night without waking up. Some people want more energy. You know, hey, I'm building and sculling a business. I need more energy. If I could just work 12, 14, 16 hours a day without being tired, be amazing. I want to be taller. I want more girls to notice me. You know, these are just examples of like, hey, like what what the desire is. To be fair, it's probably not more girls notice me.

You're probably just, you know, trying to get your uh I know what you're trying to really get. You know, you know what I'm talking about. But yeah, so this is a great example right here. like just very simple level time for an even tan line. Obviously, people desire a, you know, consistent tan line. And I don't really see this as like a super strong desire to go after cuz I haven't really seen people uh talk about that.

But it does highlight a key problem here about being overweight. And then obviously support your testosterone, lose the weight, which you know gives the um what I would say uh solution right there. So, we'll be talking a little bit more about desire itself and, you know, kind of how I think about like writing ads for desire and stuff. But the first thing I like to think about here is your product is what gets people what they desire.

So, I always like to think of this bridge. Here's the starting point. Here's the end point. And it's like, hey, this is a dude with low testosterone. Maybe he can't get it up at night in bed because there's a girl right here. And, you know, he's just suffering with life and stuff. And it's like, I just wish I could be, you know, so and so, Chad, Thunder, so and so, you know, I'm trying to be Thunder Chad right here. And it's like he's trying to become that thing.

That's what he desires, right? Your product is basically the car that takes him from the beginning of the bridge all the way to the other side of the bridge. And that's what your product does. Now, your ad shows what he wants. Hey, you want to be like this guy? You want to be able to, you know, if he's having trouble getting it up at night in bed, he want to be able to last 8 hours. You want like so and so I I don't really want to make this in one of those videos right there, but um you know, that's basically kind of like where it starts off with.

It's calling out what he wants and then showing them how his product or our product can actually take him away and give him that thing. Here's a great example here we pulled from just some inspiration we saw online. Uh drop a size before summer. So, this is what people want. This is what women specifically want here cuz this is target more for women where it's like hey I want a I want a smaller pant size right and then it defines a little bit more of what that desired state looks more sculpted look waist and legs in 14 days and then the product which again takes [music] them you know is the car it here which gives them um that you know basically that thing they desire right here and then obviously this is just a couple of the features and benefits of that and then here's just the offer itself um which is also cool.

So that's at like a very basic level what desire is. It's what people wants and then essentially your product is the bridge to get people that wants. Now I'm also trying to make this video basically like summing it up all in like all the key things to learn about desire for the last 10 years. So now the next thing here is that one product can have many different desires that vary in size. So in this example here, this is when they were stuck at like 100k a month, right?

And this video right here, this is when they were doing $1 million a month. Okay. All that tells me here is that this market size was a lot bigger at Desire versus this one right here. It was a lot smaller. This is also another important thing you have to understand. So, you know, let's say if we go look back at the example there, let's say if we have our paint by numbers projects, paint by numbers, you know, some, like I said, some desires like stress anxiety were much smaller.

Whereas the one here for girls night, I'll just put GN and then this one will be stress, anxiety and then you know so on and there might be hundreds of other little desires we haven't overcome and there might even be another massive one we haven't overcome yet you know. So that's another thing you got to think about. So a lot of times when you know we're scaling and we hit a plateau and we can't scale the past that plateau obviously the first thing is just hey let's try a couple different new ways to communicate that desire to people.

But then it's like, okay, we've been stuck here for the last like 6 months. You know, we really need to start looking at what are other desires we can do. And then boom, you find one that blows it up. And that's kind of essentially what happened here where like this particular client, it was kind of hit a wall, stuck, and then we got stuck there for a while, and then we found this new desire that blew up this business, which allowed us to do that uh million dollars a month, which was really cool.

So different desires can vary in size, and you have to understand that because that's also smaller markets, less money, bigger markets, more money. Okay. So that's like the next major thing you have to learn about desire. Now the next one is that one product can have many different desires that vary in intensity. So this is also something else I see people talk about where it's like I've been testing a lot of different desires and for some reason I just can't find one that works or you know just none of them work and it just like does terrible yada yada yada.

So you have to understand there's two things. There's intensity and then there's seasonal relevance. And these are the two big things. So desires that basically have low intensity, right? It's like, oh, hey, that'd be nice to have, right? Like a lot of luxury products are like that where it's like, oh, that'd be cool to have a Balenciaga shirt or a Louis Vuitton shirt or a Coach purse, whatever. But it just must be nice.

It's not something that's like, hey, I need it now. And because of this, people are gonna be much more price sensitive, which means that like that thousand dollars or there's some offers that's like must be nice that are like 50 bucks and it's like uh I know it's only 50 bucks. I have that money right now, but like it's just it's a must be knife. There's no need for it right now. And then there's annoyance, which like for me it's like this annoys me.

This problem annoys me, but it's not something that like I really need to go take action on. Now, great example here is that um I've you know to to this day we've exclusively uploaded ads to the ads manager just like using the regular ads manager. We haven't used anything like you know some tools out there that'll upload ads for you and uh you know for me like it annoys me takes a little time to upload those ads but like it's something that's like hey I need a solution now.

And finally after like many many many many many many many many many different people telling me to try you know various these different ad uploaders and stuff we finally tested one uh the one we're testing right now is rapid ads not affiliate with them or anything like that just essentially one we're testing right now um and um you know two of our media buyers are loving it ever since they started with it they they absolutely love the idea of just being able to upload the ads there and it it does all the work for me setting up an ad account right so again just it was something that annoyed me but it It's never something that's like a huge problem for me.

A more recent annoyance that I can think of is like our whole editing team uses Hicksfield uh to make creative and stuff and I've been just kind of dabbling in a little bit more like I have an editing team. I pay those people to do that [ __ ] so I don't need to do that. It's poor people work, you know, essentially where it's like I got like highlevel stuff that I need to be focusing on to make the business money and stuff.

And in that case right there like using Higsfield and stuff, it's like it's just not something that I need to do. And I decided to like dabble in it last night just to like better understand what my editors are doing and stuff. And you know something that annoyed me a lot was like you submitted a request and then you just wait for it to generate and you just sit there like all right cool waiting 5 minutes now for this to be generated.

Like that annoyed me but like there was no real like solution I was trying to search for online. So that's annoyance. Another great example is annoyance. Keep me up at night. Now this is where a lot of money is made. You know keep me up at night and bleeding neck intensity. This is where the intensity is a lot higher. Keep me up at night is like we've all been there before where you know ad performance is crushing and then all a sudden you go a week of bad ad performance and now like on the first night no big deal.

Second night uh you know just kind of sucks. Third night you're like all right what's going on? Like will Facebook ads ever be back to normal? Will I be just completely like lose this whole business now because I built it on Facebook ads and now performance is done? Like what's going on here? And like this will be something that's like a major problem that's gonna keep you up at night and you're gonna be a lot more in a uh state of hey I need to find something now uh to fix this.

And we'll we'll get a lot of inner circle members. We'll even get some um you know done for you clients off of that. And then you know our done for you starts off at $10,000 a month and our inner circle starts off at $15 a month and like there's zero price sensitive. They're just like yeah love to let me help you get on now and they're desperate for a solution, right? And that's where the price sensitivity is also going to drop a lot more to where higher prices actually seem like lower into their minds.

Um and then lastly is bleeding neck. Bleeding neck essentially is like I need this fixed now. And you know this is a great example here where um the literally the name of it is the thing which is like if you would cut your neck open and you have a blood gushing out of it and you could bleed out any moment from now like you can go to the nearest hospital right now and like you can care less about the price cuz like you could lose your life essentially.

So these are bleeding neck offers. It's rare to get bleeding neck offers and you know not saying that it's impossible to get them but let me let me give you an example. A great example would be gift giving during Q4. Um, or not even gift giving Q4, uh, Valentine's Day. Every year for Valentine's Day, we always push like buy a gift for your wife, yada yada yada, towards men and stuff. So like Valentine's Day is February 14th.

February 7th is the last day of shipping before like, you know, February 8th. If you order it, you won't get in time for Valentine's Day. So like that February 5th through the 7th, we get the biggest days, like six figures a day in revenue for those clients because like essentially everyone's in a bleeding neck offer. They haven't bought something yet for their wife yet and they're scared they want a Valentine's Day gift for her.

So they just can care less. First thing they see, they buy and we see the highest conversion rate, all that. And that's just because basically the intensity level for that particular thing is at an all-time high. So, here's another example here, which is like during the winter for people who have dry skin, that intensity is at an all-time high where it actually falls down to a must be nice offer during this period of time between April and then July.

And then, yeah, it just kind of messes up stuff, but then it peaks back up going into uh the end of the year. So, you have to understand at all times where's the intensity and the relevance for that particular offer. And this is where I'll literally just use Google Trends. Google Trends helps me out a lot with this and be able to search these things as well as just paying attention to the market and paying attention to the research and just like my own personal like like mindset around how I feel about certain things around this and that that allows me to understand the intensity and the relevance of those particular desires in the marketplace because if you're if you're basically going after one that's at an all-time low and then like you're not really going to get any momentum.

But if you're going after one that has a bleeding neck or you know a strong annoyance for example, that thing right there is going to be give you a lot more power and push uh for that to convert around your product. How to find these desires, right? So we learned about basically essentially what a desire is, how your product helps people achieve what they desire, the different relevance and intensity of these desires throughout the marketplace.

How do you actually find these desires? So, very simple product here, but uh it's probably been overused by every single marketing person ever. But looking at it from the iPod example here where it's the features, the physical part, you know, where it's like a 100 megabytes or honestly, I think it's 1 gigabyte. Okay. Then it's like, well, what does the feature do? Well, it holds a,000 songs. What that performance does for the consumer?

Well, it's 1,000 songs in your pocket. You get you get what I'm seeing right here, right? This is the performance. This is the benefit. And then obviously they don't have the feature here, but it' be like 1 GBTE be like on the box or like the back of this product and stuff. Okay. And then here it's like, well, what does this benefit help the c consumer achieve, right? And this is the desire state here. Okay. Well, this is why like if you look at a lot of the iPod commercials, it's like they're showing people going out, they're walking around.

It's always like in New Yorkers for example is like the subway and stuff having these things on you know having the iPod earbuds the iconic white iPod earbuds and they would have them in the subway they'll have them walking talking with friends they'll you know like all of these things it's basically showing the desired state which is the freedom to be able to go and move around and listen to my favorite music all day um without having to have some type of big thing in my pocket right and that was the desired state that people are trying to achieve and they they visually show that you sometimes times like with desire, one big strong part about it is it's not always al also it's not always what you call out but it's also like what you visually showcase uh to people and visually showcasing how this product helps them achieve what they want and that's what you have to be thinking about.

So for them it was like now you have more songs, more opportunities to listen to music all day. you don't have to carry around this big pocket uh this big thing in your pocket cuz before then you had like the CD player with the big discs and you have to try like clip it to your pocket clip to your pants or like even if you like the deep pocket you can push it in there. Um so that was like the main thing uh for that. So you know they visually show that.

So you start off with here which is like you break down your product the features performance the benefits and desire and this is like a great opportunity here where you can even like plug this into claw or chatpt but I would challenge you to do this yourself first. Now from here you can start searching up those benefits and like those performances. Start searching those things up. And this is where we start going into like the research side.

So we have the uh quiz funnel which I love doing a quiz for my existing customers. This is just for people that have um existing customers. If you don't have existing customers, you can scratch this out. But you know, we tend to see uh 10% of responses. So this one had 10K customers this was sent to. Um not 10K uh 6K customers this was sent to. and we had 652 responses. We asked them a whole bunch of questions around why do they buy our product, what they love about our product, all of those things.

So we could see you know why did they buy this and what what desired state they're trying to achieve from there. Now the other thing we'll do is we'll search up like you know for example this is a product that solved uh the problem for mom brain. So we searched that thing up and then we found like some good interesting research in here around like just different like comments people had. We can also see the likes and stuff on these.

So we'll do YouTube Tik Tok. So, let's just do YouTube and [music] then Tik Tok. Uh, we'll just search up the benefit. We'll search up the problem. We'll search up the performance. We'll search up those things right there on Tik Tok and YouTube just so we can see what content's already out there. And we like to pay attention to view count, right? Like, if I search something up on Tik Tok and it has like a couple videos with a,000 views, it's like, all right, there's really not much of a market here.

But if I search something up like energy and there's a whole bunch of videos with multiple millions of views, it's like, all right, this is a pretty large desire compared to the other one which might have a very small desire. Next thing I like to do is do I do love Reddit. This is something that I've been preaching for a while as well. And going through on Reddit here, I can obviously there's a whole bunch of different articles and stuff.

I also like to look at the comments. You know, usually if I search something up and it has a bunch of articles with like a few comments like this, that's not going to cut it for me. I like to look I like to search something up that has a bunch of different articles with like 50 60 80 100 plus comments that shows to me that there's something more. And then through here I can look for like their desired state which for example this one is actually the opposite cuz they're searching up about a problem they recently started with.

So they're trying to go back to the desired state which was like before having my baby I had the memory of a child. You could you couldn't tell me anything that I couldn't bring up years later with perfect accuracy. I also had an extensive vocabulary. So now it's talking about the desired state. I'm trying to go back to that right there. Um that's just because they're cons they have a problem that newly developed. Um so you know I think of like um for example I think of like if you wake up one day with a sore throat.

It's like well the problem you have is a sore throat. The desired state you're trying to go back to is just being able to eat without any issues. You know being able to sleep without your throat hurting or being scratchy and stuff or like all of those things right there. Next one I like to look at the competitor's reviews. Now, this one actually is a screenshot from an old training I did, but I would actually like to look at the competitor reviews specifically of the fivestar ratings.

So, ones that actually have five stars versus one star here. Um, so I actually wouldn't do that. I would actually focus more on the fivestar ratings and I would like to like focus on like why are people buying this product from my competitors? Is it energy? Is it something other desire? And I also mean to see like why are people buying the competitor's products? What desire they have? Now, that's about it. I don't like to copy the competitor's ads, but I like to understand what desire is they're leading with.

And then from there, when I understand the desire they're leading with, I can essentially go ahead and understand if, hey, do we want to go after that same desire, but just market better to them, create better ads than them, that that'll make me want to go look at their ad library. And then if their ad library is eh, like, okay, their ads are not that great, cool, we can easily go beat their ads and put more production investment into our ads to make it better.

Um, IM8, great great example there where they spent a lot more money on advertising to beat AG1 by simply going ahead and working with a whole bunch of huge influencers. It was a massive multi-million dollar investment into creative and everything. Um, but that's how they were able to beat people. Some of y'all y'all can't afford to do that. So, if you don't have a clear way to beat them by going after the same desire, you have to find a different desire to separate yourself from everyone else.

How do you actually write ads for different desires? And I actually have a claude link to show you guys today cuz a lot of the times for us now it's like AI is doing the copyrightiting and we're just more doing the positioning of like what desire we want to go after doing the manual research together and then we get AI to do everything else. So in this particular one right here I basically just said hey I want to use Trend Track to pull up the Mars men's ads.

I found Mars Menma while just doing some research on Trend Track. I really love their ad library right now. Um they have a lot of good stuff. And then I was like, "Hey, I want you to recreate one of their highest performing video ad scripts and one of their highest performing image ads for my product here." Gave it a list of my product here. You do have to connect Tren Track to Claude using the Tren Track Claude connector, which you just Google and it's pops up like that.

Um, but basically I had it pull up all of Marsen's ads. It pulled up a couple different things here. You know, top video ad, I almost started testosterone injections until I found this top image ad, your grandfather had more testosterone at 60 than you at 35. Um, da da da. So basically just pull the top image ad, top video ad. I like to pull video scripts and photo scripts from completely different niches. So like this right here is a mouth spray and Mars men sell specifically to men who want to increase their testosterone.

Two very different niches. But that's where I like to pull my inspiration because this allows me to bring new ideas I didn't think about before to the breath spray niche. So it created me a few different video scripts um or two different scripts. One of photo, one of video scripts here. Um, so video script. I almost stopped going on dates altogether until I found this. You know the moment you're close, you're close, it's going well and they pull back and you know why.

Here's what nobody tells you. Mint and gum don't kill bad breath. They mask it for 5 minutes. I'm not going to go through the rest but just give you guys at least the start of it. That was the video and then here's the image ad. Their mirrors uh let's see on screen on image headline. Your mint's been lying to you for 5 minutes at a time. Your mints have been lying to you for 5 minutes at a time. I'm not really sure what that means, but again, this is why it's like I like to pull inspiration.

I like to do more of the manual rewrites myself or like give Claw the instructions of how to rewrite this ad. Um, this one I kind of just let Claw do the whole thing by itself. It gave me two scripts, one a video, one or two different ad concepts, one image ad, one photo ad or video ad. Then I basically said, "This is great. Can you please give me six more? The same of each ad, but rewritten three more times, each with a different desire." Now, I just told it a different desire cuz I didn't have a desire that I wanted to technically rewrite it from, but this is where I'd go for my research and be like, "Oh, hey, we're going after stress and anxiety with this project.

Now, I want to go after um you know, the desire for a fun girl." Right? So, I would explicitly tell it the desire I want to go after, not just say, "Hey, write it for different desires." Um, that'd be pretty stupid of me to do um and actually like go launch this without like technically like research and stuff. So here it just basically took that same video script, but you're going to notice here how it's for different desired states.

So I lost a client and it didn't realize it was my breath until months later. Instead, she get closed, you shake hands, you lean into clothes, and if something's off, they don't tell you. They just don't call it back. Backtoback calls, coffee all morning, no time to brush, your mouth dries out, and the bacteria takes over. Cool breath kills up to 90% of the bacteria. So there we go. So completely different desired state compared to the first one.

And then now here's another one. For years, I covered my mouth every time I talked to someone. I thought that was just me. You start standing a little further away, talking a little quieter, turning your head, and nobody knows you're doing it but you. It's exhausting. So, this is going after more anxiety, self-conscious. Whereas, like this one right here was professional status, confidence. And then lastly, let's see.

Video four. Grandmother told me my breath smelled like campfire. She wasn't wrong. I love my cigars. You don't want to give up the cigar, but you also notice people lean back. Your wife, your kids, D. Um, and this one's obviously going for like, hey, I'm trying to be closer with my family and stuff, so it's a little bit different. This is just all a couple different ones. I'm not going to go through the image ads. Image ads are pretty cool, too, but I I didn't really care for the output too much for the image ads.

That's why I said like I still like to do manually because here's the image ads it did give us. I basically just had it recreate the image ads. And then I had Higsfield connect right here to pump out some uh image ads for me real quick. I didn't really care for the image ads, so I'm not really going to go deep into that. But this is where like, hey, I didn't get the output I wanted. So, I would go and give it better instruction around that.

Um, and then hand off my designer for my designer to actually go do that. It's not always just about, hey, let me give it to someone random or let me give it to AI and let AI do it and have something perfect to drop off. A lot of times it's like, oh, AI AI didn't do the greatest work. So, now I'm going to go ahead and actually talk to my designer and get my designer to do that. So, this is pretty much everything we do to how we use human desire in our ads to sell.

Hopefully, you guys enjoyed this video. If you did, hit the like button, hit that subscribe button for new videos every Monday, Wednesday, and Friday. If you run a ecom brand or a lead generation business, um, and you don't at least 100k a month, you want me to come in and help you out like all the ad ideas and have my creative team basically go execute on those ad ideas and stuff and actually create all those ads for you, run your ads, and all those things, then click the link below to have Nick Terry run your ads.

Now, if you're not doing 100K a month or you just simply want to hop on calls with me and you want me to review your ad account, give you feedback on your creative, give you feedback on your ad account, what I would do in your particular situation, then click link below to have Nick Terior mentor you, um, where I can go and do all that with you in that program. Um, the done for you side's 10K a month. Inner Circle, the uh, what I would say the mentoring side starts off at $1,500 a month.

So, yeah, links below for that. Thank you for watching. Hope you have a good rest of your day. Peace out.