Paid Ads for Wealth Creation

so we just cover cold Outreach and we are now transitioning to the type of advertising that I made at least half of my wealth from and that I never talk about at all and I get all my questions about content which is ironic to me because I'm really new to content but all of the money or the majority of the money I've made has been from Paid ads and so that is what we're going to talk about and I really don't make a lot of content on this so I've been really excited to share this training with you uh because I think I think you it will make you a lot of money all right just as a quick recap here we covered warm Outreach so how you reach out one-on-one to people you know we covered how to post content and monetize content so posting one to many to people you know to your warm audience and then we talked one-on-one how to communicate to strangers to get them to want to buy your stuff and so finally what we're doing is we're communicating at large at Mass to strangers through paid ads so this is the final of the core four now to be clear these are the only things that one person can do to let other people know about their stuff the second half of this training is going to be using this on steroids which will be great all right so here's a quick story around this when I first and this is why it's kind of interesting so like I technically did the warm Outreach and I made a post to get some of my first customers but when I actually opened my gym the first thing I did was that I ran ads and what happened was I was actually apprenticing called that at a gym owner's gym and so I said I would work for free he ended up paying me minimum wage um which again just as a quick sideline reminder I was a pretty highly paid consultant before doing this and so this is a massive pay cut uh to be to just be like a minimum wage gym employee um and so the thing is is that I still got the better end of the deal because I learned far more than I earned during that period and then it unlocked a big growth in my income in the very near future so I think a lot of people aren't willing to sacrifice their living situation in order to to learn more I slept on the floor of one of the Gym's customers uh the first day I started working with this guy he went into his gym at four o'clock in the morning and said hey I've got this kid here uh can anyone put him up for the night or like give him a room and one guy was like yeah I got a spare bedroom I'll take you in uh just you know try and help me not eat like and I'm actually still friends with that guy to this day um and so anyways I met this tour and uh I went to a conference a few weeks after meeting him that was on this crazy thing on the internet that was called Facebook ads this is 2013. this is a long time ago and this is right as Facebook ads began this is when you could put clicks of you know you could put a hot chick up there in a bikini and be like weight loss fast and it was all compliant because they just needed the money and so over to this two-day workshop and I learned enough to be dangerous with it and so I went back and I said hey I think we should try some of this Facebook stuff and uh and he said dude I tried it it doesn't work I was like all right well I learned some stuff like let me give it a shot and uh and he said well fine I'll make you deal I'll give you a thousand bucks to play with uh but if it doesn't work then you shut up about this Facebook stuff and if it does work I'll split the profit with you after you know we pay the admin back I was like cool deal and so this was the first ad that I uh that I ever ran I said I'm looking for five there was no image it was just a text ad on Facebook it said I'm looking for five Chino Hills residents to take place in a free six-week challenge you must let us use your before and after pictures in our marketing exchange for the program click the link to sign up no images no videos no frills just words in all caps and that ad generated leads and I think I made it was either five or six thousand dollars in sales from a thousand dollars in ad spend and true to his word paid the thousand dollars back and uh and he gave me a disproportionate half of it and he said do it again and uh that was my first foray into paid ads so I got leads I called him up I brought him in person and I sold them a six-week Challenge and then on top of that um they would pay for the program and if they won or if they if they lost over 20 pounds or whatever the goal we set for them was in the six week period we give them the money back now the mouse trap of how this works is that most people assume that Mo that people that we did this to like Hoodwinked people but we had over 70 80 of people depending on the challenge would hit the goal and so it wasn't that people didn't hit the goal is that just like a perfect lead magnet once you work out for six weeks what do you want to keep doing working out I can promise you that most men and women that I have found when they start seeing progress and start looking better what do they want more and so all you do say hey you hit this goal are you at your high school yet no isn't that what you wanted yes I think it's going to take a year do you want to take this and credit towards the Year yes and just like that we would close it into a long-term thing all right and so this was the result end up getting whatever 19 people at 299 I didn't know how the pricing stuff worked um but it worked out I got whatever 5 700 I think um so I guess that was what it was 5700 uh from the first campaign uh that I ran and so that was the money and then uh you'll notice here that many lead generating paid ad systems are very simple in nature like that ad was not complicated and that ad might work on new platforms even today because of the Simplicity and the clarity of communication so like do you want more members getting more members can be hard we make it easy grab our free fill your gym in 90 days Master Class below right it doesn't have to be complicated and so fundamentally what we're doing is we're showing an ad with the lead magnet some sort of offer to get our ideal audience to want our thing and take one step towards us and then from there we build and structure our mouse traps such that we can cover our costs to acquire them and then still make a profit so let's get into how paid ads work so if you think about it from a larger perspective your paid ad interrupts other people's content so someone is on Facebook or someone who's watching television or someone is is consuming organic content like we talked about making content but now you're on the flip side you are actually interrupting their stream of value with your paid ad and so this is what allows you to get instant scale because you don't have to have the audience you interrupt other people's audience and you play the path you pay the platform as an intermediary and so that is how you read strangers all right so paid ads are a way to advertise one to many to cold audiences people who don't know you paid ads work by paying another personal business to put your offer in front of their audience think of it like renting eyeballs or ear balls so you don't buy them you don't own them you rent them for a fee and ideally you make more back from your paid ad and your monetization vehicle behind that than it costs you to get them so do ads work it's how well can you make them work and so here's the thing is that unlike the other methods that we've talked about especially posting content the reach is guaranteed you pay for the reach so you know their your ad will reach x amount of eyeballs the question is how well you or how efficiently you can extract value from those eyeballs versus the cost of reaching them and so paid ads give us four problems to solve that are new and so let's break them down number one is you have to know where to advertise because there's lots of different platforms out there so how do you pick the platform to advertise on number two is getting the Right audience to see it and this is probably the hardest part of paid ads because fundamentally if you showed the right thing to the Right audience you're going to get a good responsive 100 of the audience was the ideal Target it would but most platforms are not that efficient from a targeting perspective over time they have I mean they've gotten significantly better and maybe in the future we'll be able to get so dialed in it'll be insane and we'll laugh at these you know the times that we're doing right now like so archaic but the targeting is still one of the hardest parts number three is making the best ad for them to see all right okay now we have the right people seeing it how do we get the highest percentage of those people to want to take action and then number four is once they have taken action how do we get them to give us permission to contact them again in the future all right so those are four things that we have to solve so let's solve them number one where to advertise so you say okay but where do I advertise Alex well find a platform where these four things are true all right number one that you have used it and gotten value from it as a consumer so I have some idea how it works you want to have some idea of how it works because you will then naturally format your ad in a way that matches the format of the platform because ideally you don't want it to look like an ad you want it to look like content which you'll notice the more you start looking at this the more content and ads start blending together because if you make lots of content you make good content you make your best content that performs and generate sales and then you use that as your ad guess what you've merged the two and that's when you become an exceptional Advertiser so number one is you want to go to a place that you already are familiar with if you aren't familiar with any place again find one where the highest percentage your customers are and then get used to it and learn it number two is that you can target the people on the platform interested in your stuff all right so this is a screenshot from Facebook it's probably changed since I even made the screenshot these platforms change all the time but the idea is that you want to be able to Target the ideal audience that you are looking for so if you sell to women between 25 and 45 then you want to exclude men in general and women that are below 25 and above 45. great well now we have a higher percentage of our audience who are going to see our ad and so we're not paying for wasted eyeballs and that increases the efficiency of our advertising and again I'm going to restate this because I think it's so important paid ads is not about whether they work it's about how efficient they are because if you think about it from big picture if I had enough money to pay to reach every single person in the entire world I would generate a return the question is whether the return would be greater than the cost and so with paid ads you can reach everybody and that's why they are one of the fastest ways of scaling big but you have to manage your costs so it's about efficiency not whether they work so number three of where do I advertise is I want to know how to form an ad specific to the platform which I'll dive into in step three in a second all right but you can see here that these are two different types of ads and these are specific and they look like content right and so I mean I'm looking at content because I wanted people to consume them and I wanted my ideal audience ideally no one's going to consume stuff about gym leads unless you own a gym right and so that's unless you're somebody who markets the gym owners you might consume it too right my competitors might consumer but by showing this stuff I'm bringing in the right type of audience and excluding everyone else and number four and this is a big one is that I have the minimum amount of money to spend to place an ad all right so different platforms have different minimum spends so if you want to run a TV ad or a radio ad you have to spend a lot more money up front than some of the newer platforms today where you can micro spend because it's five dollars for an ad uh which is why some of the new social media platforms have democratized access to paid advertising which 50 years ago you could only run radio and and newspaper and TV and that was it and it there was a huge buried entry and so what's happened is that we've have all these tiny competitors that enter the marketplace because the barrier to entry is lower which creates more competition but more opportunity so Pro tip place your ads where your competitors Place ads to start right this might seem counter-intuitive but platforms often have different ad types so for example on LinkedIn you can send message ads or you can send you can run news feed ads on Instagram you can run ads to the news feed order stories on YouTube you can run ads on the sidebar the Midstream or the pre-roll so how do you know where to start just look at the placement of other people in your space and start there if they can make it work so can you again this is just like following the top guy in the sales team replicate before you iterate once you've matched their performance then you can get cute with it but for now if you're just starting out replicate first again not copy model OKAY action steps start with one platform that meets those four requirements and start watching listening and reading ads on that platform as a first step to learn how to make one all right and so I think I have this in the book I'll say it now then is most platforms have ads libraries where you can search because of advertising compliance where you can look for the top ads of anything and so my recommendation is look for the ads that have been running the longest and have the most engagement then transcribe Those ads and what you want to look for is how they hook retain and reward the person how they make the offer and what offer they're giving them and so when you're looking at these things and how the language they're using if you write down or transcribe 50 or so ads that are the highest performing ones it will give you such a head start on making your own ad and again don't copy one ad look at 50 and then let it mess around you know swirl around in your brain and then write your own version right 10 different versions of it and then use those and format them similarly and place them in a place that is already shown to convert if you do that you'll be nine steps ahead of everybody else so that's where you advertise that solves problem one problem two is okay what should my ad say so okay but how do I get the right people to see it you target them so here's my little image of finding people right so if we start the entire world what you kind of do we need to be a bit more specific so you chose a platform that has 100 billion users you've already cut out 99 of the world right so continue to cut down specific is good I'd rather you be too specific to too small of an audience this is the lakes ponds puddles oceans perspective start with the puddle and then move out because what will happen is you'll have the highest Roi in the puddle and then you can move a little wider and that will afford you the money to be a little bit less efficient and then that'll afford you money to be a little bit less efficient until eventually if you're good enough you can Mark to the entire world and so the first round we selected our platform the second round is selecting within that platform how we target all right so Modern Advertising platforms have two ways to Target and you can use them separately or combine them number one is you target a look-alike audience all right this is fancy term so I'm not going to spend a lot of time on it but modern platforms can show your ad to an audience that's similar to and much bigger than a list you provide remember we had that list guess where we get to use it so advertisers call this a look like audience so you have this list that we've already created from your warm Outreach and your code Outreach add them together and then upload those lists now the higher quality of the list the higher quality the output of the audience will be so if you are a big enough company that you have a thousand customers then uploading a customer list will find you more people who are like your customers if you upload people who just opted in then they'll find more people who just opted in now that's not as good as customers but it's better than a completely cold audience right so you upload their minimum list side to create a look like audience the bigger and the better equals better for the list quality and you want to add your warm retail list and your cold reach out list together if you need to all right so that is type one is that you target a look like audience the second way that you can Target and you can combine these twos is you target with the factor of your choosing so remember earlier I said age income gender interest time location etc those are all things that you can Target so sure you can have your lookalike audience off that list and then you can add in age gender income interest time geography Etc and so that gets even narrower now you could do one or the other or both it just depends on the size of the pie that you're looking at all right so for example if you know known over 45 or below 25 is about your thing then exclude those people right if you steal car parts then show your ad during car shows and on-car channels right if only people with pets buy your thing that include pets as an interest right that's the idea here and the big thing is that targeting becomes one of the the hardest things of paid ads but this is the only problem to solve because fundamentally if the right people see your ad and your lead Magnet or offer is exceptional they will engage so if your paid ads aren't working efficiently enough it just means the right people are not seeing them in enough so you just got to work on your targeting all right it just it massively simplifies the problem to be solved and as an aside for everybody as a local business since local markets are already tiny in comparison National markets you won't want to add more filters like you don't want to do that all right so be as specific as possible but no further and the thing is is that local markets on their own are already like point one percent of a Nation so you're already pretty narrow so if you're marketing like local like two three mile radius you don't want to add me more than maybe one filter right so like maybe it's older folks or maybe it's men or maybe it's women but I wouldn't add much over that and especially if you're in a like a really tiny market like you're already going to reach everybody with a pretty nominal amount of spend and so it's okay to just be a little bit more uh inefficient because you're already so tiny and targeted and as an aside local targeting and local ads are one of the easiest types of ads to run because you already have so much trust it's one of the difference between National advertising campaigns and local because if you're like Hey we're next to the 7-Eleven on Fifth and and gold then people are like oh I know where that is and so you don't even need to sell anything you can just get them to opt in and you just call like I hey oh where you at oh yeah we're a crazy why don't you come on in like it doesn't have to be complicated when you're local so again as an aside if you're a local business owner if you have the offer right you just Target your area and you're usually good to go so here are your action steps bring all your lead lists together one place separate them by past and previous customers warm Outreach and cold Outreach if any of those lists are big enough then use the ones that are closest to your customers if you don't have a big enough list then combine them into one list and then over time once you get enough customers or get enough schedule calls you can sift those out re-upload those and make it look like audience off of that and then add your targeting stuff and if the platform allows use these lists in order of quality to create the look like audience and then add filters and that's it that's the game of targeting all right and if you're in cable making look at the audience then just start by targeting interests on their own just start targeting people with pets in an area in a state whatever so uh step three is but what should my ads say so there's three kind of elements to an ad as I've broken these down all right you have a call out you have the value of the ad and then you have a call to action so you might notice this is the hook retained reward just said differently the call out is the thing that gets their attention it's the hook and I purposely use different language here because it's the concept that matters more than the the nomenclature all right the value is the mean that's what retains them right they get some and we do that value provide that value so that they trust us and like us more and are more willing to take the next step and the reward as we want to position it for them for consuming this ad is to take the next step right if you got value from this thing then you'll love XYZ all right and uh as a side note here I I I want to make this point is that as you become an Advertiser and you learn the game of advertising I would recommend that you don't skip ads so I don't have any premium memberships I don't think uh to any platforms and when you're trying to consume or learn an industry you should click on every ad of people in that industry in your industry so that your news feed is filled up with that don't let it hurt your ego you're learning and there's no better school of advertising than what's working right now today right and so I would highly recommend that you don't do premium uh subscriptions that make you skip the ads and I would recommend clicking on every ad you possibly can so that you start getting targeted by more of them until eventually your whole news feed is ADS so that the highest value thing in your news feed is what you learn from everyone else all right so just what what it has done for me is it has transformed what used to be a nuisance into an ever learning experience for me so actually advertising in general now I get value from both the content that I'm watching and the interruption because I learned from both and so that's one of the unique things that we can do to make our lives just a lot better as advertisers because like now things that people see as a nuisance for us is just School and so what we're looking at here and this is what I was referencing earlier is that you want to look at how they call out their ideal customers like the hooks so important right figure out what they're saying because their language like do they say gym owners do they say health club Owners do they say micro gym do they say Fitness professionals do they say trainers do they say personal trainers do they say pts like what is the language they use and usually it's the language that they use to self-identify and we want to use their language to talk to them right and so look at what everyone else is doing just to get an idea of like oh no okay that isn't the Avatar I want this is the Avatar I want I want more of those and then you click down those those uh pathways number two is how they present the value elements so we talk about the value equation so what is the what is the dream outcome what is the perceived like of achievement what is the time delay what is the effort sacrifice how are they describing each of those value elements and their inverses right the dream outcome versus a nightmare right the perceived like of achievement versus the risk the time delay versus the speed the effort and sacrifice versus the ease and simplicity right and so we want to see how they present those elements in the ad so that again we can model the language not the same don't copy it because again you want to make it your own and you want to make it for your your products but you can still use the same Linguistics to get people to respond and then finally how they give Their audience a call to action well how do they get them to do the thing and so let's use the three chunks to make an ad I need to get them to notice my ad which is the call out I need to get them to interest in what I have to offer which is the value and call to action gets them I need to tell them what to do next once I do that they will take the next step so call out people noticing your eyes is the most important part of the ad buy a lot the purpose of each second of the ad is to sell the next section of the ad so think of them as many content units that are continually spinning within an ad package okay and so the headline is the first sale and so Focus your effort front to back so if you're thinking about this you want to put 80 of your attention on the first five seconds and you're like that's crazy because it won't take me so long it should because if you're doing enough research and you're doing enough homework if you nail the first five seconds honestly almost every out of work if you're talking to the right people okay the first impression is the part of the ad that I test the most I'll give you a little example for me so when I record ads this is a tactical tip that's not in the presentation so you just have to just enjoy this while you have it when I would record ads I would record maybe 10 media ads so like the actual value component of it so I'd break one belief or I would demonstrate one skill or some little Nuance that they didn't understand as well that I knew that I could demonstrate based off experience and that would be the meat of the ads right that's the value part so I record the value separately and then I would go and record 30 different hooks and then when you have 30 hooks you can paste those onto 10 and I have 300 different ad variations that I can use and as soon as I have the best converting hook then I can see which value converts best off that hook and that's the test and iterate process that creates winners and home runs over and over and over again and allows you to scale so I'm gonna break it differently for you right now the reason that your ads aren't scaling all right so most people think oh I can't scale my ads past a thousand dollars a day or I can't scale my answer ten thousand dollars a day I can't scan my as best a hundred thousand dollars a day insert whatever number you want they think that the platform has capped them the platform wants to take your money they have not capped you what is actually capped is how good your ad is you have an ad that can only go to this warm of an audience and then as soon as it gets outside of that Mormon audience it stops converting so the difference is between the top one percent of Facebook advertisers versus everybody else they split test 11 times more content than everyone else and for that reason they're able to scale 10 times 100 times more so the fact that you can't scale your advertising isn't because of the platform it's because your ads aren't good enough and so you see the cap but that's because your ads in general like you're a thousand dollar A Day ad maker you just you're just not good enough your ads aren't good enough and it's probably because you don't make enough volume you might make it's funny because I talked to a business owners all the time who run paid ads I'm like okay well what's your Cadence like how many ads you make it like oh I mean we make tons of ads I'm like what does that mean like well I mean once a month you record ads and I mean I make at least ten like 10. I'm like a month I'm like yeah we'll go there I mean there's a problem like I I don't need to I don't need to look at anything else I already know that that's a problem because when you want to scale like really scale unless you have super wide targeting in terms of your audience you're going to have to split test significantly more on the ads The Hook and the value itself and the CTA in order to get that one package that scales to 100 million people and is still profitable that's the key and so back to our presentation Mr Ogilvy I'm repeating this because again it is one of the most impactful thing that I've learned in advertising is that after you've written your headline you spend 80 cents of your advertising dollar that is why we focus so much on the beginning because if you don't get them in the beginning nothing else matters and so the call it is whatever you do to get the attention to the audience all right and so these are labels yes questions if then statements and ridiculous results so labels would be an example if I said hey are you a homeowner do you own a home over 400 000 a year boom yes questions are do you sweat at night do you toss and turn these are implied yes questions someone says yeah that's me oh I do do you snore a lot do you sleep with your mouth open do you wake up with cottonmouth in the middle of the night do you always have a water thing next to your bed oh that that is me right all of a sudden these are yes questions we were like yeah that's me that's me that's me right those are these are two different examples of callouts if then statements um if you are born between 1974 and 1885 then you may qualify for mesothelioma whatever thing right the thing is if you were in this area at this time you may X right it's if then statements in mind you that's for a lawsuit but but fundamentally it works the same way if then right and then finally you have ridiculous results gym in Colorado opens first day overfilled has to refund customers because they can't fit them all well if I'm a gym owner I would be interested in that and then I might read more and so I got the call out I got the right person so these are the four most common or at least the ones that I find work best to get callouts that work so labels that they identify with yes questions or things that they would neither had up and down to if then statements and then ridiculous results labels are a word or set of words putting people into a group these include features traits titles places and other descriptors so Clark County moms gym owners remote workers I'm looking for XYZ when I said I'm looking for five local Chino Hills residents that was a label all right to be most effective the ideal customers to identify with that label that's a local ad hack by the way all right you ask questions we went over that they should say yes that's me do you wake up at P more than one tonight do you have trouble tying your shoes you have a home worth more than 400 Grand yes questions if then statements all right if they meet your conditions then you have to make a decision if you run over ten thousand dollars a month in ads I can save you 20 or more right if you were born between 1978 and 1986 in Muskogee Oklahoma you may qualify for a class action lawsuit if you want XYZ then pay attention and then ridiculous results bizarre rare out of the ordinary stuff right massage studio books out two years in advance clients Furious this one lost 50 pounds eating pizza and fired her trainer government is handing out thousand dollar checks to anyone who can answer these three questions right these are things that are bizarre and ridiculous that get attention all right and so call outs also don't have to be just words they're going to be also be noises or visuals in the environment so you've got contrast likeness and the scene so contrast is any stuff that sticks out in the first few seconds colors sounds the movements Etc note what catches your attention so when you're watching these other people's ads you're looking for the college you see the words that they're using but also look at everything that's not spoken a lot of times ninety percent of communication is non-verbal so we want to look at everything else too so a bright shirt for example almost always gets more attention than black or dull shirt right Attractive people almost always get more attention than plain looking people right moving stuff almost always gets more attention than still stuff is that making sense cool so that's contrast the next one's likeness all right so thinking visually think about this as showing the label versus saying the label all right so the features trades title places and other descriptions that they identify with all right so people want to work with people who talk look and act ways familiar to them why because they have received reward from people like that in the past right and you may not you personally look talk or act in ways familiar to them so if you serve a broad customer base then use ethnicities ages genders Personalities in your ads that look like them not you so if you serve a narrow customer base example medical devices for seniors then use people who look like them so if I want to market the doctors wear a lab coat if you're marketing plumbers make your sure your background has pipes in it or is under a sink right you want the person who's doing the ad and the background to sync up with the ideal customer and I'll I'll show you if I'll prove it to you that that if you are the one in your ads right now and you look at your customers and they all look and talk like you why do you think that is because your ad calls out to people who look and talk like you and so if you want to expand beyond that then use people in places that look more like them by the way that's also how you scale a company massively especially if you have a diverse audience uh you want to you want to show different personalities as the heads Talking Heads that become the faces of the brand and then you can retrieve back and own the whole thing all right so the scene is think showing the yes questions and the ifs and statements visually so example an ad with a person tossing and turning in bed calls out to people with sleep troubles a pair next to an hourglass can call out to people with a pear-shaped body a room full of Staff stacked the ceiling calls out to people who have too much chunk right a rock hitting a window causes people with broken windows a local Landmark logos think hey I know that place they pay attention so we want to use the scene in addition to the words in addition to the contrast to get people's attention we want everything aligned to call them out and so if you're like oh it only takes me five seconds to do this think about each of these elements that you want to sew into the beginning so you can maximize how many people see and engage with your ad that is the difference between a million dollar your advertising campaign in a 100 million dollar advertising campaign okay action step so I'm always impressed with the clever and innovative ways Advertiser call out to their Prospect so instead of muting or hip hitting skip ad look for the call outs become a student of the game and my goal is that for the rest of your life when you see an ad you turn up the volume once we do that we've called them out we have to get them interested right so if people think an offer a lead man has big benefits and Tiny costs they value it right if the costs away the benefits then they don't value it should make sense the best ads make the benefits look as big as possible and the costs look as small as possible so here's my framework that I use when I'm writing ads and so I want this to be more of an ideation framework that I like write these words framework so you have consumed my content hopefully to a certain degree and earlier we talked about the value equation and the four elements right dream outcome perceived life of achievement time delay effort and sacrifice now if we were to actually reshuffle these and make these into positive and negatives you've got dream fast easy likely on the bad side you've got nightmare slow hard risky and so those create the what so think about carrots and sticks the carrot is all you want them to have more of they want more dream they want more fast they want more easy they want more likely stick is Nightmare less nightmare less slow less hard less risky we're going to look at all three of these and then who and then when and we're going to combine these into a copywriting framework for you to make any AD so let's start with the what so the a key elements are just the four value elements taken into positive and negative carrots and sticks all right and just think about positives and they're opposite right dream outcome nightmare perceive likelihood of achievement risk time delay speed evidence sacrifice ease those are the four or the eight elements together and so a good ad for dream outcome will show and tell the maximum benefit the prospect can achieve using the thing you sell it should align with the ideal prospect's dream outcome for that sort of product or service these are the results they experience after buying the thing okay now the opposite of that is again I will also show them the worst possible hassles pane Etc of going without your solution so in short the bad stuff they experience if they don't buy so you don't want to just show the dream outcome you also want to show them continuing down the path of not experiencing Your solution and how much worse it would be especially effective with problems that get worse over time so it perceives live feed achievement which we've talked about a lot or at least I have earlier in this because of fast failures we assume that even when we buy there's a risk that we don't get what we want makes sense that's why we don't buy everything because we don't believe everyone because we've been burned in the past so we lower the perceived Risk by minimizing or explaining away past failures emphasizing success of people like them giving assurances by Authority guarantees and how what you have to offer will at least give them a better chance of success than what they currently do that is the idea now the flip side of that is that we show a good at we'll show them how risky it is to not act what their life will be like if they carried on as they always have show how they will repeat their past figures and their problems will get bigger and worse nobody gets a time delay a good ad will show them how slow their current trajectory is or that they will never get where they want at this current rate on this part we're pooling we're prodding on the pain and then we can flip it and say to get the things we want we don't have to spend time getting them a good ad will show and tell how much faster they will get the thing they want if they buy our thing or they take the next step effort and sacrifice gdad also shows the amount of work and skill they'll need to get the result without your solution all right so they have to think man this is going to be a lot of effort and I've got to be really good in order to get this result if I don't use this thing whereas they'll be forced to keep giving up the things they love and continue suffering from the things they hate or worse that they work really hard sacrifice a ton right now and get nowhere this is what we want to show and describe in the ads in a short and compact as possible and these are the things I'm asking you that I want you to look out for and listen for in the ads that do well now all eight elements aren't necessarily going to be available or included in every ad but they will have elements of each of these eight things and the more of these elements you can weave in seamlessly together the more powerful the ad will be all right it's the opposite of that would be ease to get the things we want we know we have to change something but then we assume that we have to do stuff we hate and give up stuff we love and ease comes from a lack of needed work or skill like write that down ease comes from a lack of needed work or skill so if you can show someone that doesn't take a lot of effort and they don't need to have a lot of qualifications in order to get this thing or this outcome then they will feel like it's easy a good ad disproves that assumption and it tells and shows how you can avoid the stuff you hate doing and do more of the stuff you love doing without working hard or having lots of skill and still getting your dream outcome so that is the what check so now let's go to the who I said there's three parts the what the who in the win so let's go to the who all right so now you're thinking okay I've got these eight key elements the right the other two are easier don't worry but there's the a key elements the value equation and then they're they're opposites we want to talk more good less bad and show and tell both of those so now we're talking about The Who so humans are primarily status driven all right and the status of one human comes from how other humans treat them all right so people gaining status your customers and the people giving it to them their spouse their kids their parents extend family colleagues bosses friends Rivals competitors there's lots of different people that give and Dole out status to your customer and so we don't want to just talk about their perspective but the perspectives of those around them who will give them or take status away so as an example if I were selling weight loss I can look at any of the key eight variables that I talked about beginning and say okay how can I describe how fast this was but not just from okay well two months into the future he pulls his belt loop and he sees that he goes two notches lower wow that's him experiencing the benefit of this weight loss program but how can I show that from someone else's perspective okay his wife sees him do that and says great job honey you're doing awesome you're looking good you might fit into our your tuxedo huh so we can explain that experience from someone else's perspective to the same degree if we're talking about like making more income it's one thing to make more income but if your wife comments on it or your colleagues comment as you pull up in the new car or when you rock your your drive down the Fairway with the new 400 driver that you just bought and everyone's Jaws are on the ground which one matters more that one because that is status from the people that they're trying to get status from and so we want to think about the benefit of the thing of one of those eight key variables and then describe it in every possible way that we can and so by doing that we basically take one benefit and make it multifaceted and we try and fit the key to the hole that the person has a lack of right because fundamentally motivation comes from deprivation so you are more motivated to eat the hungrier you are and so we don't know what they're most hungry for and so they might have a really great marriage and their wife tells them great stuff all the time but when they go to work they get beat up every day and so we want to have the wife key but we also want to use the rivalent work key we also want to use the boss key we also want to use the kids key we also want to use the Frenemy dad key like whatever other Keys we have to depict status going towards them from the place that they don't get it and we can use that one pillar in the sand from each of those eight variables we can show speed from everyone else's perspective like hey so and so comes back from a work trip and sees you and they're like dude you're looking great at the office did you know that people who uh lose weight are more likely to get promoted right so there's different ways that you can tie the benefits in to different environments and circumstances and we want to hit as many of those piano keys as we can to play the right song so first we have the what which is the eight variables and then the who is trying to explain those benefits from as many perspective as possible to get the one that matters most to them so that's the who and then finally of the when all right so people often think about how their decisions affect the here and now but if we want to be extra compelling and we do we should also explain what the decisions led to in the past and what their decisions could lead to in the future so we do this by getting them visualized through their own timeline past present and future Okay so in that same weight loss example to just keep it consistent I can talk about how their wife used to think about them when they got married I can think about their wife how they perceive them today and then I can think about how their wife is going to perceive them in the future once they've lost weight I can also take the negative of that and talk about how they have struggled in the past with their weight loss and the negative thing that their wife has lost respect for them right in the past and the present and and this is one of this is a tough one but incredibly compelling is negative visualizations in the future so if I say hey if you keep going on the path you are you've gained five pounds a year every year so five years from now if you step on the scale and you're 25 pounds heavier what will your wife think then what were your kids think then what if you can't play with your kids but the Rival dad can play with your kids and his kids and you can't because you're on the sideline because your ankle hurts or your knee hurts because you're overweight right and so we're playing positive scenarios moving through the timeline through them personally and other people's perspectives and we have eight of the variables so when you multiply this together if you're thinking through this you're like whoa there's unlimited there's not unlimited there's just a very large amount of variables that you can use here to describe the benefits and the costs of the thing you sell so if we make the benefits more of all the good stuff from all these different angles past present future and minimize the costs from all these different angles past present future then we have a very compelling ad and so you can't hit all of them and that's the idea but this will give you an endless variety of ways to attack the prospects belief system so that you can persuade them to do the thing to help themselves and those are the fundamentals of making the value content in a good ad and so when you put the what The Who and the one together we answer the why they should be interested and so their spouse who will perceive how fast what they fit into right that suit your what your wife loves that didn't fit but does now in the future when or how the kids who month after month when right got more interested in eating healthy and tagging long during workouts the what or how they who catch a look at themselves and reflection in the mall a few months later and realize stuff actually fits me in the store now right so their spouse will perceive how fast they fit into that suit that she loves but it doesn't fit but now does in the future or how their kids month after month got more interested in eating healthy and tag along during the workouts or how they catch a look at themselves in the reflection of the mall a few months in and realize shoot the stuff fits me in the store now so all I did there was show the benefits and the costs from different perspectives in past present and future and you can think about unlimited ways to show variety for one thing that you sell and that is what gives you endless Variety in the ads that you make and so here's a little Pro tip you want to make your ads as specific as you can but no specificer okay so the more specific your copy the more efficient it can get but also the longer it tends to get so you can imagine we can make we can expand this to you know add infinitum right and if it gets too long for the platform it will lower its efficiency so make the ad in its entirely as specific as you can in the most efficient space you've got all right if you've got audio and visuals at your disposal then use contrast likeness and the scene itself to match your copy so sometimes the work will have to be done not using words but with the visuals that can say a lot more than the words ever could all right it becomes more specific without getting longer and this makes your ad even more efficient and profitable so again I've given you a lot of variables here and that's because there's a lot of ways to advertise or at least a lot of things that could be contained within an advertisement but these are the Frameworks that I use that I've used successfully to scale our company's paid ads okay and so when we combine everything we can get the prospects going toward the four value drivers and also what they're getting away from the four opposites which is the eight key drivers the many perspectives we can show them gaining status and different timelines for each we get unlimited inspiration for ads right and so I want you to get as many advertising angles with your offers you can with the what who when framework all right which I just went over and then finally now that we have the media's part of this we just have to give them a call to action and it's crazy how many times I see ads and they don't have a good call to action at the end all right again this is about being clear not clever so if your ad got them interested then your audience will have huge motivation for a tiny period of time all right so we have to take advantage in that short window tell them exactly what to do next so spell it out click this button call this number reply with yes go to this website Etc all right you want to make the ctas quick and easy so easy phone numbers obvious buttons simple websites for example common CTA is to direct the audience website so make your web address short and memorable go to acquisition.com right and as a side note you know if I said Alex's private Equity firm.com forward slash free book and course 2782 right versus acquisition.com forward slash training I think that the world actually has this mispriced genuinely I think that short domains are worth more than they go for uh because I think there's some brand credibility but I think the biggest benefit that is unspoken is that it is memorable and that people will type it in and so I'll give you a stat that most people probably would want me to share internally but 80 percent of our traffic comes from people hand keying in acquisition.com and so that means that people remember it and they know how to find you and so for me I think I mean I paid 400 370 000 for this domain just the domain just the name and I think it was one of the best purchases I ever made because people know where to find me and so I think that the world has simply underpriced short clear domains not overpriced them my two cents little tweet to remember assume the audience has no idea who you are what you do how it works they're in a rush and they have a third grade education a good way to think about how to make these ads and just like all the other things before keep it below a third grade reading level and you'll get twice as many people to respond so what should my ad say that was a big one but hopefully you have a much better idea of a framework that you can repeatedly use and get unlimited ads that actually work so how do I get their info this is short and sweet after they take action get their content information my favorite way to get contact information is a simple landing page don't overthink it okay there are three landing pages that when I look at all of our companies that we use most commonly which is headline sub headline content info submit same thing except with an image same thing with an image and then three bullets those are the three most common layouts I use pick one of them doesn't really matter we've used them all and all you got to do is test it and the nice thing is the simpler the landing page the fewer variables you have to test you can quickly improve it it also gives the person who's clicking that page fewer things to do they said they wanted the thing they go to the page page says here's the thing you said you wanted they're like yeah I guess I did want it and they submit and then you get super high conversion rates okay so make sure your landing pages match your ads this is probably one of the most underrated things ever because it takes work but if your ad is a certain color a certain person and uses certain words make sure the landing page use the same same words and same colors and same person simple stuff right but people don't do it and the more steps you get someone or ask someone to go through the fewer people will do it but the more qualified the leads will be so that's the push and pull of marketing in general so there's going to be a balance there if you get too many leads then add some qualification steps if you get too few leads remove some so here's the action step build your first landing page I wasted four years feeling too scared to make a landing page because I was like I'm Tech afraid I tend to be slow with technology I try not to be and so I'm working on that but when I finally tried I finished my landing page before lunch so it took me four years to decide to start trying to build a landing page and I built it in four or five hours all right and so I could have had all the benefits of knowing how to build landing pages four years earlier but I waited four years don't be like that all right so once you have that and you have a place to direct them to to capture their information now you have engaged leads from pay ads hooray we did it so here's a conclusion run paid ads part one the conclusion call outs you need for them to notice it value elements give them a reason to do something calls to action give them a way to do it and now the only question remains which is how efficient were we so let's talk about money stuff

so we just cover cold Outreach and we are now transitioning to the type of advertising that I made at least half of my wealth from and that I never talk about at all and I get all my questions about content which is ironic to me because I&#39;m really new to content but all of the money or the majority of the money I&#39;ve made has been from Paid ads and so that is what we&#39;re going to talk about and I really don&#39;t make a lot of content on this so I&#39;ve been really excited to share this training with you uh because I think I think you it will make you a lot of money all right just as a quick recap here we covered warm Outreach so how you reach out one-on-one to people you know we covered how to post content and monetize content so posting one to many to people you know to your warm audience and then we talked one-on-one how to communicate to strangers to get them to want to buy your stuff and so finally what we&#39;re doing is we&#39;re communicating at large at Mass to strangers through paid ads so this is the final of the core four now to be clear these are the only things that one person can do to let other people know about their stuff the second half of this training is going to be using this on steroids which will be great all right so here&#39;s a quick story around this when I first and this is why it&#39;s kind of interesting so like I technically did the warm Outreach and I made a post to get some of my first customers but when I actually opened my gym the first thing I did was that I ran ads and what happened was I was actually apprenticing called that at a gym owner&#39;s gym and so I said I would work for free he ended up paying me minimum wage um which again just as a quick sideline reminder I was a pretty highly paid consultant before doing this and so this is a massive pay cut uh to be to just be like a minimum wage gym employee um and so the thing is is that I still got the better end of the deal because I learned far more than I earned during that period and then it unlocked a big growth in my income in the very near future so I think a lot of people aren&#39;t willing to sacrifice their living situation in order to to learn more I slept on the floor of one of the Gym&#39;s customers uh the first day I started working with this guy he went into his gym at four o&#39;clock in the morning and said hey I&#39;ve got this kid here uh can anyone put him up for the night or like give him a room and one guy was like yeah I got a spare bedroom I&#39;ll take you in uh just you know try and help me not eat like and I&#39;m actually still friends with that guy to this day um and so anyways I met this tour and uh I went to a conference a few weeks after meeting him that was on this crazy thing on the internet that was called Facebook ads this is 2013. this is a long time ago and this is right as Facebook ads began this is when you could put clicks of you know you could put a hot chick up there in a bikini and be like weight loss fast and it was all compliant because they just needed the money and so over to this two-day workshop and I learned enough to be dangerous with it and so I went back and I said hey I think we should try some of this Facebook stuff and uh and he said dude I tried it it doesn&#39;t work I was like all right well I learned some stuff like let me give it a shot and uh and he said well fine I&#39;ll make you deal I&#39;ll give you a thousand bucks to play with uh but if it doesn&#39;t work then you shut up about this Facebook stuff and if it does work I&#39;ll split the profit with you after you know we pay the admin back I was like cool deal and so this was the first ad that I uh that I ever ran I said I&#39;m looking for five there was no image it was just a text ad on Facebook it said I&#39;m looking for five Chino Hills residents to take place in a free six-week challenge you must let us use your before and after pictures in our marketing exchange for the program click the link to sign up no images no videos no frills just words in all caps and that ad generated leads and I think I made it was either five or six thousand dollars in sales from a thousand dollars in ad spend and true to his word paid the thousand dollars back and uh and he gave me a disproportionate half of it and he said do it again and uh that was my first foray into paid ads so I got leads I called him up I brought him in person and I sold them a six-week Challenge and then on top of that um they would pay for the program and if they won or if they if they lost over 20 pounds or whatever the goal we set for them was in the six week period we give them the money back now the mouse trap of how this works is that most people assume that Mo that people that we did this to like Hoodwinked people but we had over 70 80 of people depending on the challenge would hit the goal and so it wasn&#39;t that people didn&#39;t hit the goal is that just like a perfect lead magnet once you work out for six weeks what do you want to keep doing working out I can promise you that most men and women that I have found when they start seeing progress and start looking better what do they want more and so all you do say hey you hit this goal are you at your high school yet no isn&#39;t that what you wanted yes I think it&#39;s going to take a year do you want to take this and credit towards the Year yes and just like that we would close it into a long-term thing all right and so this was the result end up getting whatever 19 people at 299 I didn&#39;t know how the pricing stuff worked um but it worked out I got whatever 5 700 I think um so I guess that was what it was 5700 uh from the first campaign uh that I ran and so that was the money and then uh you&#39;ll notice here that many lead generating paid ad systems are very simple in nature like that ad was not complicated and that ad might work on new platforms even today because of the Simplicity and the clarity of communication so like do you want more members getting more members can be hard we make it easy grab our free fill your gym in 90 days Master Class below right it doesn&#39;t have to be complicated and so fundamentally what we&#39;re doing is we&#39;re showing an ad with the lead magnet some sort of offer to get our ideal audience to want our thing and take one step towards us and then from there we build and structure our mouse traps such that we can cover our costs to acquire them and then still make a profit so let&#39;s get into how paid ads work so if you think about it from a larger perspective your paid ad interrupts other people&#39;s content so someone is on Facebook or someone who&#39;s watching television or someone is is consuming organic content like we talked about making content but now you&#39;re on the flip side you are actually interrupting their stream of value with your paid ad and so this is what allows you to get instant scale because you don&#39;t have to have the audience you interrupt other people&#39;s audience and you play the path you pay the platform as an intermediary and so that is how you read strangers all right so paid ads are a way to advertise one to many to cold audiences people who don&#39;t know you paid ads work by paying another personal business to put your offer in front of their audience think of it like renting eyeballs or ear balls so you don&#39;t buy them you don&#39;t own them you rent them for a fee and ideally you make more back from your paid ad and your monetization vehicle behind that than it costs you to get them so do ads work it&#39;s how well can you make them work and so here&#39;s the thing is that unlike the other methods that we&#39;ve talked about especially posting content the reach is guaranteed you pay for the reach so you know their your ad will reach x amount of eyeballs the question is how well you or how efficiently you can extract value from those eyeballs versus the cost of reaching them and so paid ads give us four problems to solve that are new and so let&#39;s break them down number one is you have to know where to advertise because there&#39;s lots of different platforms out there so how do you pick the platform to advertise on number two is getting the Right audience to see it and this is probably the hardest part of paid ads because fundamentally if you showed the right thing to the Right audience you&#39;re going to get a good responsive 100 of the audience was the ideal Target it would but most platforms are not that efficient from a targeting perspective over time they have I mean they&#39;ve gotten significantly better and maybe in the future we&#39;ll be able to get so dialed in it&#39;ll be insane and we&#39;ll laugh at these you know the times that we&#39;re doing right now like so archaic but the targeting is still one of the hardest parts number three is making the best ad for them to see all right okay now we have the right people seeing it how do we get the highest percentage of those people to want to take action and then number four is once they have taken action how do we get them to give us permission to contact them again in the future all right so those are four things that we have to solve so let&#39;s solve them number one where to advertise so you say okay but where do I advertise Alex well find a platform where these four things are true all right number one that you have used it and gotten value from it as a consumer so I have some idea how it works you want to have some idea of how it works because you will then naturally format your ad in a way that matches the format of the platform because ideally you don&#39;t want it to look like an ad you want it to look like content which you&#39;ll notice the more you start looking at this the more content and ads start blending together because if you make lots of content you make good content you make your best content that performs and generate sales and then you use that as your ad guess what you&#39;ve merged the two and that&#39;s when you become an exceptional Advertiser so number one is you want to go to a place that you already are familiar with if you aren&#39;t familiar with any place again find one where the highest percentage your customers are and then get used to it and learn it number two is that you can target the people on the platform interested in your stuff all right so this is a screenshot from Facebook it&#39;s probably changed since I even made the screenshot these platforms change all the time but the idea is that you want to be able to Target the ideal audience that you are looking for so if you sell to women between 25 and 45 then you want to exclude men in general and women that are below 25 and above 45. great well now we have a higher percentage of our audience who are going to see our ad and so we&#39;re not paying for wasted eyeballs and that increases the efficiency of our advertising and again I&#39;m going to restate this because I think it&#39;s so important paid ads is not about whether they work it&#39;s about how efficient they are because if you think about it from big picture if I had enough money to pay to reach every single person in the entire world I would generate a return the question is whether the return would be greater than the cost and so with paid ads you can reach everybody and that&#39;s why they are one of the fastest ways of scaling big but you have to manage your costs so it&#39;s about efficiency not whether they work so number three of where do I advertise is I want to know how to form an ad specific to the platform which I&#39;ll dive into in step three in a second all right but you can see here that these are two different types of ads and these are specific and they look like content right and so I mean I&#39;m looking at content because I wanted people to consume them and I wanted my ideal audience ideally no one&#39;s going to consume stuff about gym leads unless you own a gym right and so that&#39;s unless you&#39;re somebody who markets the gym owners you might consume it too right my competitors might consumer but by showing this stuff I&#39;m bringing in the right type of audience and excluding everyone else and number four and this is a big one is that I have the minimum amount of money to spend to place an ad all right so different platforms have different minimum spends so if you want to run a TV ad or a radio ad you have to spend a lot more money up front than some of the newer platforms today where you can micro spend because it&#39;s five dollars for an ad uh which is why some of the new social media platforms have democratized access to paid advertising which 50 years ago you could only run radio and and newspaper and TV and that was it and it there was a huge buried entry and so what&#39;s happened is that we&#39;ve have all these tiny competitors that enter the marketplace because the barrier to entry is lower which creates more competition but more opportunity so Pro tip place your ads where your competitors Place ads to start right this might seem counter-intuitive but platforms often have different ad types so for example on LinkedIn you can send message ads or you can send you can run news feed ads on Instagram you can run ads to the news feed order stories on YouTube you can run ads on the sidebar the Midstream or the pre-roll so how do you know where to start just look at the placement of other people in your space and start there if they can make it work so can you again this is just like following the top guy in the sales team replicate before you iterate once you&#39;ve matched their performance then you can get cute with it but for now if you&#39;re just starting out replicate first again not copy model OKAY action steps start with one platform that meets those four requirements and start watching listening and reading ads on that platform as a first step to learn how to make one all right and so I think I have this in the book I&#39;ll say it now then is most platforms have ads libraries where you can search because of advertising compliance where you can look for the top ads of anything and so my recommendation is look for the ads that have been running the longest and have the most engagement then transcribe Those ads and what you want to look for is how they hook retain and reward the person how they make the offer and what offer they&#39;re giving them and so when you&#39;re looking at these things and how the language they&#39;re using if you write down or transcribe 50 or so ads that are the highest performing ones it will give you such a head start on making your own ad and again don&#39;t copy one ad look at 50 and then let it mess around you know swirl around in your brain and then write your own version right 10 different versions of it and then use those and format them similarly and place them in a place that is already shown to convert if you do that you&#39;ll be nine steps ahead of everybody else so that&#39;s where you advertise that solves problem one problem two is okay what should my ad say so okay but how do I get the right people to see it you target them so here&#39;s my little image of finding people right so if we start the entire world what you kind of do we need to be a bit more specific so you chose a platform that has 100 billion users you&#39;ve already cut out 99 of the world right so continue to cut down specific is good I&#39;d rather you be too specific to too small of an audience this is the lakes ponds puddles oceans perspective start with the puddle and then move out because what will happen is you&#39;ll have the highest Roi in the puddle and then you can move a little wider and that will afford you the money to be a little bit less efficient and then that&#39;ll afford you money to be a little bit less efficient until eventually if you&#39;re good enough you can Mark to the entire world and so the first round we selected our platform the second round is selecting within that platform how we target all right so Modern Advertising platforms have two ways to Target and you can use them separately or combine them number one is you target a look-alike audience all right this is fancy term so I&#39;m not going to spend a lot of time on it but modern platforms can show your ad to an audience that&#39;s similar to and much bigger than a list you provide remember we had that list guess where we get to use it so advertisers call this a look like audience so you have this list that we&#39;ve already created from your warm Outreach and your code Outreach add them together and then upload those lists now the higher quality of the list the higher quality the output of the audience will be so if you are a big enough company that you have a thousand customers then uploading a customer list will find you more people who are like your customers if you upload people who just opted in then they&#39;ll find more people who just opted in now that&#39;s not as good as customers but it&#39;s better than a completely cold audience right so you upload their minimum list side to create a look like audience the bigger and the better equals better for the list quality and you want to add your warm retail list and your cold reach out list together if you need to all right so that is type one is that you target a look like audience the second way that you can Target and you can combine these twos is you target with the factor of your choosing so remember earlier I said age income gender interest time location etc those are all things that you can Target so sure you can have your lookalike audience off that list and then you can add in age gender income interest time geography Etc and so that gets even narrower now you could do one or the other or both it just depends on the size of the pie that you&#39;re looking at all right so for example if you know known over 45 or below 25 is about your thing then exclude those people right if you steal car parts then show your ad during car shows and on-car channels right if only people with pets buy your thing that include pets as an interest right that&#39;s the idea here and the big thing is that targeting becomes one of the the hardest things of paid ads but this is the only problem to solve because fundamentally if the right people see your ad and your lead Magnet or offer is exceptional they will engage so if your paid ads aren&#39;t working efficiently enough it just means the right people are not seeing them in enough so you just got to work on your targeting all right it just it massively simplifies the problem to be solved and as an aside for everybody as a local business since local markets are already tiny in comparison National markets you won&#39;t want to add more filters like you don&#39;t want to do that all right so be as specific as possible but no further and the thing is is that local markets on their own are already like point one percent of a Nation so you&#39;re already pretty narrow so if you&#39;re marketing like local like two three mile radius you don&#39;t want to add me more than maybe one filter right so like maybe it&#39;s older folks or maybe it&#39;s men or maybe it&#39;s women but I wouldn&#39;t add much over that and especially if you&#39;re in a like a really tiny market like you&#39;re already going to reach everybody with a pretty nominal amount of spend and so it&#39;s okay to just be a little bit more uh inefficient because you&#39;re already so tiny and targeted and as an aside local targeting and local ads are one of the easiest types of ads to run because you already have so much trust it&#39;s one of the difference between National advertising campaigns and local because if you&#39;re like Hey we&#39;re next to the 7-Eleven on Fifth and and gold then people are like oh I know where that is and so you don&#39;t even need to sell anything you can just get them to opt in and you just call like I hey oh where you at oh yeah we&#39;re a crazy why don&#39;t you come on in like it doesn&#39;t have to be complicated when you&#39;re local so again as an aside if you&#39;re a local business owner if you have the offer right you just Target your area and you&#39;re usually good to go so here are your action steps bring all your lead lists together one place separate them by past and previous customers warm Outreach and cold Outreach if any of those lists are big enough then use the ones that are closest to your customers if you don&#39;t have a big enough list then combine them into one list and then over time once you get enough customers or get enough schedule calls you can sift those out re-upload those and make it look like audience off of that and then add your targeting stuff and if the platform allows use these lists in order of quality to create the look like audience and then add filters and that&#39;s it that&#39;s the game of targeting all right and if you&#39;re in cable making look at the audience then just start by targeting interests on their own just start targeting people with pets in an area in a state whatever so uh step three is but what should my ads say so there&#39;s three kind of elements to an ad as I&#39;ve broken these down all right you have a call out you have the value of the ad and then you have a call to action so you might notice this is the hook retained reward just said differently the call out is the thing that gets their attention it&#39;s the hook and I purposely use different language here because it&#39;s the concept that matters more than the the nomenclature all right the value is the mean that&#39;s what retains them right they get some and we do that value provide that value so that they trust us and like us more and are more willing to take the next step and the reward as we want to position it for them for consuming this ad is to take the next step right if you got value from this thing then you&#39;ll love XYZ all right and uh as a side note here I I I want to make this point is that as you become an Advertiser and you learn the game of advertising I would recommend that you don&#39;t skip ads so I don&#39;t have any premium memberships I don&#39;t think uh to any platforms and when you&#39;re trying to consume or learn an industry you should click on every ad of people in that industry in your industry so that your news feed is filled up with that don&#39;t let it hurt your ego you&#39;re learning and there&#39;s no better school of advertising than what&#39;s working right now today right and so I would highly recommend that you don&#39;t do premium uh subscriptions that make you skip the ads and I would recommend clicking on every ad you possibly can so that you start getting targeted by more of them until eventually your whole news feed is ADS so that the highest value thing in your news feed is what you learn from everyone else all right so just what what it has done for me is it has transformed what used to be a nuisance into an ever learning experience for me so actually advertising in general now I get value from both the content that I&#39;m watching and the interruption because I learned from both and so that&#39;s one of the unique things that we can do to make our lives just a lot better as advertisers because like now things that people see as a nuisance for us is just School and so what we&#39;re looking at here and this is what I was referencing earlier is that you want to look at how they call out their ideal customers like the hooks so important right figure out what they&#39;re saying because their language like do they say gym owners do they say health club Owners do they say micro gym do they say Fitness professionals do they say trainers do they say personal trainers do they say pts like what is the language they use and usually it&#39;s the language that they use to self-identify and we want to use their language to talk to them right and so look at what everyone else is doing just to get an idea of like oh no okay that isn&#39;t the Avatar I want this is the Avatar I want I want more of those and then you click down those those uh pathways number two is how they present the value elements so we talk about the value equation so what is the what is the dream outcome what is the perceived like of achievement what is the time delay what is the effort sacrifice how are they describing each of those value elements and their inverses right the dream outcome versus a nightmare right the perceived like of achievement versus the risk the time delay versus the speed the effort and sacrifice versus the ease and simplicity right and so we want to see how they present those elements in the ad so that again we can model the language not the same don&#39;t copy it because again you want to make it your own and you want to make it for your your products but you can still use the same Linguistics to get people to respond and then finally how they give Their audience a call to action well how do they get them to do the thing and so let&#39;s use the three chunks to make an ad I need to get them to notice my ad which is the call out I need to get them to interest in what I have to offer which is the value and call to action gets them I need to tell them what to do next once I do that they will take the next step so call out people noticing your eyes is the most important part of the ad buy a lot the purpose of each second of the ad is to sell the next section of the ad so think of them as many content units that are continually spinning within an ad package okay and so the headline is the first sale and so Focus your effort front to back so if you&#39;re thinking about this you want to put 80 of your attention on the first five seconds and you&#39;re like that&#39;s crazy because it won&#39;t take me so long it should because if you&#39;re doing enough research and you&#39;re doing enough homework if you nail the first five seconds honestly almost every out of work if you&#39;re talking to the right people okay the first impression is the part of the ad that I test the most I&#39;ll give you a little example for me so when I record ads this is a tactical tip that&#39;s not in the presentation so you just have to just enjoy this while you have it when I would record ads I would record maybe 10 media ads so like the actual value component of it so I&#39;d break one belief or I would demonstrate one skill or some little Nuance that they didn&#39;t understand as well that I knew that I could demonstrate based off experience and that would be the meat of the ads right that&#39;s the value part so I record the value separately and then I would go and record 30 different hooks and then when you have 30 hooks you can paste those onto 10 and I have 300 different ad variations that I can use and as soon as I have the best converting hook then I can see which value converts best off that hook and that&#39;s the test and iterate process that creates winners and home runs over and over and over again and allows you to scale so I&#39;m gonna break it differently for you right now the reason that your ads aren&#39;t scaling all right so most people think oh I can&#39;t scale my ads past a thousand dollars a day or I can&#39;t scale my answer ten thousand dollars a day I can&#39;t scan my as best a hundred thousand dollars a day insert whatever number you want they think that the platform has capped them the platform wants to take your money they have not capped you what is actually capped is how good your ad is you have an ad that can only go to this warm of an audience and then as soon as it gets outside of that Mormon audience it stops converting so the difference is between the top one percent of Facebook advertisers versus everybody else they split test 11 times more content than everyone else and for that reason they&#39;re able to scale 10 times 100 times more so the fact that you can&#39;t scale your advertising isn&#39;t because of the platform it&#39;s because your ads aren&#39;t good enough and so you see the cap but that&#39;s because your ads in general like you&#39;re a thousand dollar A Day ad maker you just you&#39;re just not good enough your ads aren&#39;t good enough and it&#39;s probably because you don&#39;t make enough volume you might make it&#39;s funny because I talked to a business owners all the time who run paid ads I&#39;m like okay well what&#39;s your Cadence like how many ads you make it like oh I mean we make tons of ads I&#39;m like what does that mean like well I mean once a month you record ads and I mean I make at least ten like 10. I&#39;m like a month I&#39;m like yeah we&#39;ll go there I mean there&#39;s a problem like I I don&#39;t need to I don&#39;t need to look at anything else I already know that that&#39;s a problem because when you want to scale like really scale unless you have super wide targeting in terms of your audience you&#39;re going to have to split test significantly more on the ads The Hook and the value itself and the CTA in order to get that one package that scales to 100 million people and is still profitable that&#39;s the key and so back to our presentation Mr Ogilvy I&#39;m repeating this because again it is one of the most impactful thing that I&#39;ve learned in advertising is that after you&#39;ve written your headline you spend 80 cents of your advertising dollar that is why we focus so much on the beginning because if you don&#39;t get them in the beginning nothing else matters and so the call it is whatever you do to get the attention to the audience all right and so these are labels yes questions if then statements and ridiculous results so labels would be an example if I said hey are you a homeowner do you own a home over 400 000 a year boom yes questions are do you sweat at night do you toss and turn these are implied yes questions someone says yeah that&#39;s me oh I do do you snore a lot do you sleep with your mouth open do you wake up with cottonmouth in the middle of the night do you always have a water thing next to your bed oh that that is me right all of a sudden these are yes questions we were like yeah that&#39;s me that&#39;s me that&#39;s me right those are these are two different examples of callouts if then statements um if you are born between 1974 and 1885 then you may qualify for mesothelioma whatever thing right the thing is if you were in this area at this time you may X right it&#39;s if then statements in mind you that&#39;s for a lawsuit but but fundamentally it works the same way if then right and then finally you have ridiculous results gym in Colorado opens first day overfilled has to refund customers because they can&#39;t fit them all well if I&#39;m a gym owner I would be interested in that and then I might read more and so I got the call out I got the right person so these are the four most common or at least the ones that I find work best to get callouts that work so labels that they identify with yes questions or things that they would neither had up and down to if then statements and then ridiculous results labels are a word or set of words putting people into a group these include features traits titles places and other descriptors so Clark County moms gym owners remote workers I&#39;m looking for XYZ when I said I&#39;m looking for five local Chino Hills residents that was a label all right to be most effective the ideal customers to identify with that label that&#39;s a local ad hack by the way all right you ask questions we went over that they should say yes that&#39;s me do you wake up at P more than one tonight do you have trouble tying your shoes you have a home worth more than 400 Grand yes questions if then statements all right if they meet your conditions then you have to make a decision if you run over ten thousand dollars a month in ads I can save you 20 or more right if you were born between 1978 and 1986 in Muskogee Oklahoma you may qualify for a class action lawsuit if you want XYZ then pay attention and then ridiculous results bizarre rare out of the ordinary stuff right massage studio books out two years in advance clients Furious this one lost 50 pounds eating pizza and fired her trainer government is handing out thousand dollar checks to anyone who can answer these three questions right these are things that are bizarre and ridiculous that get attention all right and so call outs also don&#39;t have to be just words they&#39;re going to be also be noises or visuals in the environment so you&#39;ve got contrast likeness and the scene so contrast is any stuff that sticks out in the first few seconds colors sounds the movements Etc note what catches your attention so when you&#39;re watching these other people&#39;s ads you&#39;re looking for the college you see the words that they&#39;re using but also look at everything that&#39;s not spoken a lot of times ninety percent of communication is non-verbal so we want to look at everything else too so a bright shirt for example almost always gets more attention than black or dull shirt right Attractive people almost always get more attention than plain looking people right moving stuff almost always gets more attention than still stuff is that making sense cool so that&#39;s contrast the next one&#39;s likeness all right so thinking visually think about this as showing the label versus saying the label all right so the features trades title places and other descriptions that they identify with all right so people want to work with people who talk look and act ways familiar to them why because they have received reward from people like that in the past right and you may not you personally look talk or act in ways familiar to them so if you serve a broad customer base then use ethnicities ages genders Personalities in your ads that look like them not you so if you serve a narrow customer base example medical devices for seniors then use people who look like them so if I want to market the doctors wear a lab coat if you&#39;re marketing plumbers make your sure your background has pipes in it or is under a sink right you want the person who&#39;s doing the ad and the background to sync up with the ideal customer and I&#39;ll I&#39;ll show you if I&#39;ll prove it to you that that if you are the one in your ads right now and you look at your customers and they all look and talk like you why do you think that is because your ad calls out to people who look and talk like you and so if you want to expand beyond that then use people in places that look more like them by the way that&#39;s also how you scale a company massively especially if you have a diverse audience uh you want to you want to show different personalities as the heads Talking Heads that become the faces of the brand and then you can retrieve back and own the whole thing all right so the scene is think showing the yes questions and the ifs and statements visually so example an ad with a person tossing and turning in bed calls out to people with sleep troubles a pair next to an hourglass can call out to people with a pear-shaped body a room full of Staff stacked the ceiling calls out to people who have too much chunk right a rock hitting a window causes people with broken windows a local Landmark logos think hey I know that place they pay attention so we want to use the scene in addition to the words in addition to the contrast to get people&#39;s attention we want everything aligned to call them out and so if you&#39;re like oh it only takes me five seconds to do this think about each of these elements that you want to sew into the beginning so you can maximize how many people see and engage with your ad that is the difference between a million dollar your advertising campaign in a 100 million dollar advertising campaign okay action step so I&#39;m always impressed with the clever and innovative ways Advertiser call out to their Prospect so instead of muting or hip hitting skip ad look for the call outs become a student of the game and my goal is that for the rest of your life when you see an ad you turn up the volume once we do that we&#39;ve called them out we have to get them interested right so if people think an offer a lead man has big benefits and Tiny costs they value it right if the costs away the benefits then they don&#39;t value it should make sense the best ads make the benefits look as big as possible and the costs look as small as possible so here&#39;s my framework that I use when I&#39;m writing ads and so I want this to be more of an ideation framework that I like write these words framework so you have consumed my content hopefully to a certain degree and earlier we talked about the value equation and the four elements right dream outcome perceived life of achievement time delay effort and sacrifice now if we were to actually reshuffle these and make these into positive and negatives you&#39;ve got dream fast easy likely on the bad side you&#39;ve got nightmare slow hard risky and so those create the what so think about carrots and sticks the carrot is all you want them to have more of they want more dream they want more fast they want more easy they want more likely stick is Nightmare less nightmare less slow less hard less risky we&#39;re going to look at all three of these and then who and then when and we&#39;re going to combine these into a copywriting framework for you to make any AD so let&#39;s start with the what so the a key elements are just the four value elements taken into positive and negative carrots and sticks all right and just think about positives and they&#39;re opposite right dream outcome nightmare perceive likelihood of achievement risk time delay speed evidence sacrifice ease those are the four or the eight elements together and so a good ad for dream outcome will show and tell the maximum benefit the prospect can achieve using the thing you sell it should align with the ideal prospect&#39;s dream outcome for that sort of product or service these are the results they experience after buying the thing okay now the opposite of that is again I will also show them the worst possible hassles pane Etc of going without your solution so in short the bad stuff they experience if they don&#39;t buy so you don&#39;t want to just show the dream outcome you also want to show them continuing down the path of not experiencing Your solution and how much worse it would be especially effective with problems that get worse over time so it perceives live feed achievement which we&#39;ve talked about a lot or at least I have earlier in this because of fast failures we assume that even when we buy there&#39;s a risk that we don&#39;t get what we want makes sense that&#39;s why we don&#39;t buy everything because we don&#39;t believe everyone because we&#39;ve been burned in the past so we lower the perceived Risk by minimizing or explaining away past failures emphasizing success of people like them giving assurances by Authority guarantees and how what you have to offer will at least give them a better chance of success than what they currently do that is the idea now the flip side of that is that we show a good at we&#39;ll show them how risky it is to not act what their life will be like if they carried on as they always have show how they will repeat their past figures and their problems will get bigger and worse nobody gets a time delay a good ad will show them how slow their current trajectory is or that they will never get where they want at this current rate on this part we&#39;re pooling we&#39;re prodding on the pain and then we can flip it and say to get the things we want we don&#39;t have to spend time getting them a good ad will show and tell how much faster they will get the thing they want if they buy our thing or they take the next step effort and sacrifice gdad also shows the amount of work and skill they&#39;ll need to get the result without your solution all right so they have to think man this is going to be a lot of effort and I&#39;ve got to be really good in order to get this result if I don&#39;t use this thing whereas they&#39;ll be forced to keep giving up the things they love and continue suffering from the things they hate or worse that they work really hard sacrifice a ton right now and get nowhere this is what we want to show and describe in the ads in a short and compact as possible and these are the things I&#39;m asking you that I want you to look out for and listen for in the ads that do well now all eight elements aren&#39;t necessarily going to be available or included in every ad but they will have elements of each of these eight things and the more of these elements you can weave in seamlessly together the more powerful the ad will be all right it&#39;s the opposite of that would be ease to get the things we want we know we have to change something but then we assume that we have to do stuff we hate and give up stuff we love and ease comes from a lack of needed work or skill like write that down ease comes from a lack of needed work or skill so if you can show someone that doesn&#39;t take a lot of effort and they don&#39;t need to have a lot of qualifications in order to get this thing or this outcome then they will feel like it&#39;s easy a good ad disproves that assumption and it tells and shows how you can avoid the stuff you hate doing and do more of the stuff you love doing without working hard or having lots of skill and still getting your dream outcome so that is the what check so now let&#39;s go to the who I said there&#39;s three parts the what the who in the win so let&#39;s go to the who all right so now you&#39;re thinking okay I&#39;ve got these eight key elements the right the other two are easier don&#39;t worry but there&#39;s the a key elements the value equation and then they&#39;re they&#39;re opposites we want to talk more good less bad and show and tell both of those so now we&#39;re talking about The Who so humans are primarily status driven all right and the status of one human comes from how other humans treat them all right so people gaining status your customers and the people giving it to them their spouse their kids their parents extend family colleagues bosses friends Rivals competitors there&#39;s lots of different people that give and Dole out status to your customer and so we don&#39;t want to just talk about their perspective but the perspectives of those around them who will give them or take status away so as an example if I were selling weight loss I can look at any of the key eight variables that I talked about beginning and say okay how can I describe how fast this was but not just from okay well two months into the future he pulls his belt loop and he sees that he goes two notches lower wow that&#39;s him experiencing the benefit of this weight loss program but how can I show that from someone else&#39;s perspective okay his wife sees him do that and says great job honey you&#39;re doing awesome you&#39;re looking good you might fit into our your tuxedo huh so we can explain that experience from someone else&#39;s perspective to the same degree if we&#39;re talking about like making more income it&#39;s one thing to make more income but if your wife comments on it or your colleagues comment as you pull up in the new car or when you rock your your drive down the Fairway with the new 400 driver that you just bought and everyone&#39;s Jaws are on the ground which one matters more that one because that is status from the people that they&#39;re trying to get status from and so we want to think about the benefit of the thing of one of those eight key variables and then describe it in every possible way that we can and so by doing that we basically take one benefit and make it multifaceted and we try and fit the key to the hole that the person has a lack of right because fundamentally motivation comes from deprivation so you are more motivated to eat the hungrier you are and so we don&#39;t know what they&#39;re most hungry for and so they might have a really great marriage and their wife tells them great stuff all the time but when they go to work they get beat up every day and so we want to have the wife key but we also want to use the rivalent work key we also want to use the boss key we also want to use the kids key we also want to use the Frenemy dad key like whatever other Keys we have to depict status going towards them from the place that they don&#39;t get it and we can use that one pillar in the sand from each of those eight variables we can show speed from everyone else&#39;s perspective like hey so and so comes back from a work trip and sees you and they&#39;re like dude you&#39;re looking great at the office did you know that people who uh lose weight are more likely to get promoted right so there&#39;s different ways that you can tie the benefits in to different environments and circumstances and we want to hit as many of those piano keys as we can to play the right song so first we have the what which is the eight variables and then the who is trying to explain those benefits from as many perspective as possible to get the one that matters most to them so that&#39;s the who and then finally of the when all right so people often think about how their decisions affect the here and now but if we want to be extra compelling and we do we should also explain what the decisions led to in the past and what their decisions could lead to in the future so we do this by getting them visualized through their own timeline past present and future Okay so in that same weight loss example to just keep it consistent I can talk about how their wife used to think about them when they got married I can think about their wife how they perceive them today and then I can think about how their wife is going to perceive them in the future once they&#39;ve lost weight I can also take the negative of that and talk about how they have struggled in the past with their weight loss and the negative thing that their wife has lost respect for them right in the past and the present and and this is one of this is a tough one but incredibly compelling is negative visualizations in the future so if I say hey if you keep going on the path you are you&#39;ve gained five pounds a year every year so five years from now if you step on the scale and you&#39;re 25 pounds heavier what will your wife think then what were your kids think then what if you can&#39;t play with your kids but the Rival dad can play with your kids and his kids and you can&#39;t because you&#39;re on the sideline because your ankle hurts or your knee hurts because you&#39;re overweight right and so we&#39;re playing positive scenarios moving through the timeline through them personally and other people&#39;s perspectives and we have eight of the variables so when you multiply this together if you&#39;re thinking through this you&#39;re like whoa there&#39;s unlimited there&#39;s not unlimited there&#39;s just a very large amount of variables that you can use here to describe the benefits and the costs of the thing you sell so if we make the benefits more of all the good stuff from all these different angles past present future and minimize the costs from all these different angles past present future then we have a very compelling ad and so you can&#39;t hit all of them and that&#39;s the idea but this will give you an endless variety of ways to attack the prospects belief system so that you can persuade them to do the thing to help themselves and those are the fundamentals of making the value content in a good ad and so when you put the what The Who and the one together we answer the why they should be interested and so their spouse who will perceive how fast what they fit into right that suit your what your wife loves that didn&#39;t fit but does now in the future when or how the kids who month after month when right got more interested in eating healthy and tagging long during workouts the what or how they who catch a look at themselves and reflection in the mall a few months later and realize stuff actually fits me in the store now right so their spouse will perceive how fast they fit into that suit that she loves but it doesn&#39;t fit but now does in the future or how their kids month after month got more interested in eating healthy and tag along during the workouts or how they catch a look at themselves in the reflection of the mall a few months in and realize shoot the stuff fits me in the store now so all I did there was show the benefits and the costs from different perspectives in past present and future and you can think about unlimited ways to show variety for one thing that you sell and that is what gives you endless Variety in the ads that you make and so here&#39;s a little Pro tip you want to make your ads as specific as you can but no specificer okay so the more specific your copy the more efficient it can get but also the longer it tends to get so you can imagine we can make we can expand this to you know add infinitum right and if it gets too long for the platform it will lower its efficiency so make the ad in its entirely as specific as you can in the most efficient space you&#39;ve got all right if you&#39;ve got audio and visuals at your disposal then use contrast likeness and the scene itself to match your copy so sometimes the work will have to be done not using words but with the visuals that can say a lot more than the words ever could all right it becomes more specific without getting longer and this makes your ad even more efficient and profitable so again I&#39;ve given you a lot of variables here and that&#39;s because there&#39;s a lot of ways to advertise or at least a lot of things that could be contained within an advertisement but these are the Frameworks that I use that I&#39;ve used successfully to scale our company&#39;s paid ads okay and so when we combine everything we can get the prospects going toward the four value drivers and also what they&#39;re getting away from the four opposites which is the eight key drivers the many perspectives we can show them gaining status and different timelines for each we get unlimited inspiration for ads right and so I want you to get as many advertising angles with your offers you can with the what who when framework all right which I just went over and then finally now that we have the media&#39;s part of this we just have to give them a call to action and it&#39;s crazy how many times I see ads and they don&#39;t have a good call to action at the end all right again this is about being clear not clever so if your ad got them interested then your audience will have huge motivation for a tiny period of time all right so we have to take advantage in that short window tell them exactly what to do next so spell it out click this button call this number reply with yes go to this website Etc all right you want to make the ctas quick and easy so easy phone numbers obvious buttons simple websites for example common CTA is to direct the audience website so make your web address short and memorable go to acquisition.com right and as a side note you know if I said Alex&#39;s private Equity firm.com forward slash free book and course 2782 right versus acquisition.com forward slash training I think that the world actually has this mispriced genuinely I think that short domains are worth more than they go for uh because I think there&#39;s some brand credibility but I think the biggest benefit that is unspoken is that it is memorable and that people will type it in and so I&#39;ll give you a stat that most people probably would want me to share internally but 80 percent of our traffic comes from people hand keying in acquisition.com and so that means that people remember it and they know how to find you and so for me I think I mean I paid 400 370 000 for this domain just the domain just the name and I think it was one of the best purchases I ever made because people know where to find me and so I think that the world has simply underpriced short clear domains not overpriced them my two cents little tweet to remember assume the audience has no idea who you are what you do how it works they&#39;re in a rush and they have a third grade education a good way to think about how to make these ads and just like all the other things before keep it below a third grade reading level and you&#39;ll get twice as many people to respond so what should my ad say that was a big one but hopefully you have a much better idea of a framework that you can repeatedly use and get unlimited ads that actually work so how do I get their info this is short and sweet after they take action get their content information my favorite way to get contact information is a simple landing page don&#39;t overthink it okay there are three landing pages that when I look at all of our companies that we use most commonly which is headline sub headline content info submit same thing except with an image same thing with an image and then three bullets those are the three most common layouts I use pick one of them doesn&#39;t really matter we&#39;ve used them all and all you got to do is test it and the nice thing is the simpler the landing page the fewer variables you have to test you can quickly improve it it also gives the person who&#39;s clicking that page fewer things to do they said they wanted the thing they go to the page page says here&#39;s the thing you said you wanted they&#39;re like yeah I guess I did want it and they submit and then you get super high conversion rates okay so make sure your landing pages match your ads this is probably one of the most underrated things ever because it takes work but if your ad is a certain color a certain person and uses certain words make sure the landing page use the same same words and same colors and same person simple stuff right but people don&#39;t do it and the more steps you get someone or ask someone to go through the fewer people will do it but the more qualified the leads will be so that&#39;s the push and pull of marketing in general so there&#39;s going to be a balance there if you get too many leads then add some qualification steps if you get too few leads remove some so here&#39;s the action step build your first landing page I wasted four years feeling too scared to make a landing page because I was like I&#39;m Tech afraid I tend to be slow with technology I try not to be and so I&#39;m working on that but when I finally tried I finished my landing page before lunch so it took me four years to decide to start trying to build a landing page and I built it in four or five hours all right and so I could have had all the benefits of knowing how to build landing pages four years earlier but I waited four years don&#39;t be like that all right so once you have that and you have a place to direct them to to capture their information now you have engaged leads from pay ads hooray we did it so here&#39;s a conclusion run paid ads part one the conclusion call outs you need for them to notice it value elements give them a reason to do something calls to action give them a way to do it and now the only question remains which is how efficient were we so let&#39;s talk about money stuff

Transcript for:Paid Ads for Wealth Creation

Transcript for:
Paid Ads for Wealth Creation