In this episode, Sarah Sal does a review of the student’s ad copy assignments and gives insights on how to create effective ad campaings.
Name: Sara Sal
What Sarah Does: Freelance Facebook & LinkedIn Ads Specialist at Hootsuite
Company: Sarah-sal.com
Noteworthy: With 7 figures in Facebook ads spent under her belt in 10+ years, she’s run ads for companies like ClickFunnels and Strategyzer. When she started running ads for the latter, they struggled to make $0.40 for each $1 spent on ads, and she moved them to $18 for each $1 spent.
Connect with Sarah;
Key Insights
💡Supporting claims with data and evidence in ad copy
Drawing from an interview with a course participant who experienced a revenue increase, Sarah showcases the power of going beyond mere claims. Instead, she delves into asking for specifics, presenting social proof, and sharing tangible results.
By using data, such as helping a fundraising campaign raise $25 million or aiding an e-commerce brand’s growth by 1330%, she illustrates the significance of backing assertions with concrete evidence to enhance credibility and persuasiveness.
💡Using real and emotional stories to connect with the audience
In discussing ad copywriting strategies, Sarah introduces the concept of using real and emotional stories to connect with the audience. She provides an example of a story involving the CEO of WeWork, illustrating the power of emotional storytelling in making an impact.
Sarah advises against fabricating stories and encourages copywriters to gather real-life experiences that evoke emotions, making the ad more relatable and memorable.
💡Tailoring ad copy to the platform it’s being used on
Sarah Sal discusses the importance of tailoring ad copy to the platform it’s being used on, such as Facebook or LinkedIn. She advises against using the same ad for different platforms and suggests adapting the content to fit the user behavior and context of each platform.
For instance, on Facebook, where users are often on mobile phones, she highlights the need for attention-grabbing content due to the nature of social media use.
💡The optimal number of links to include within an ad.
In the context of ad design, Sarah Sal provides insights into the optimal number of links within an ad. She recommends avoiding multiple links in a single ad, as it can confuse the audience. Instead, she suggests creating separate ads for different calls to action, ensuring clarity and a focused message for better conversion rates.
sarah sal 0:03
Last week I made the mistake of not recording. Let me also share my screen. But let me find the correct screen because I have 500 things up. And I’m going to start with a few lessons that I see it’s common among the different ad copies. And then I’m going to go through all the work that is submitted one by one, hopefully, I didn’t forget anyone. But if at some point, you think I forgot your submission, just type something in the Chat. So yeah, I don’t I don’t forget you by mistake.
So there is a statistic that roughly 33% of Facebook user are using ad blockers. Actually, not 33% of Facebook user, but 33% of Internet users are using ad blocker. What does that mean? It means you’re scrolling through Facebook, you’re scrolling through LinkedIn, you see something that looks like an ad, even if that does not Blog, your brain is Oh, my God, another ad? I don’t want to read it. Now, let me show you an example of an eye roll. Let me see. Oh, here we go. So this is the comment section on one of the ad I wrote.
And if you see one of the persons say, I read the entire ad copy an article before I even saw it was an ad, right? The people were not angry, not saying you’re an asshole, how dare you invade me, this is a scam. Because if you provide them with value, you entertain them, you’re not wasting their time, they’re not angry about an ad. And this is basically the ad. Basically, there is a compact, let me let me try to put it high resolution. So it’s easier to look at the copy.
Basically, there is a company in the United Kingdom that hire people out of jail. And normally, if somebody has been in prison, or jail, nobody wants to hire them. But this person is in some shops like, hey, if I give an opportunity to somebody, no one else is giving an opportunity, that person is going to be one of my best employee, that person is going to be very loyal. And then I’m like there is a value in doing things differently. When people say short ad copy doesn’t work, I wrote along ad story about a pirate that speaks Spanish. And that ad done really well. Do you wanna read the blog bars? So that’s one of the lessons the other thing. So this is an I wrote for the copywriter club.
So I interviewed Martel, this is him for a course called The copywriter accelerator. And when I talked to him about what are the results, he said, Oh, I made like 17k per month. I didn’t just make a claim, right? I said how he did it? Because if I just do that anyone who did anyone can make a claim I could make I could make a claim that they make 100 million. I mean, why would you believe me just because I made that claim. So I asked him how how, what did change in your business that allowed you to make that revenue?
He said, Oh, they helped me redesign my website. I didn’t stop there and say, Oh, wow, that’s great. Oh, the copywriter accelerator helped Matt redesign his website and because of that he made 17k And I’m like, Okay, can you show me your old website? Can you show me your new website, put them one next to the other and show me the exact changes among them is like I communicate that people are missing revenue. And I use data to uncover it. I added social proof. I shared results like helping grow an E commerce brand by 1330 or helping a fundraising raise 25 million, right. I described my framework, etc.
Because it’s easy in an ad to say oh my god, I achieve good results. But some, but it’s more powerful when you say how you I shave them. If I just say I cook this amazing Thai green curry, it’s not the same I say this is how I cook picked it add more credibility, and people will still buy from you just because I tell them how to do it, it doesn’t mean people are not going to buy. Then I wanted to show you some cow herds how I start writing my ads. Let me in.
Okay, so this is a celebrity personal trainer I worked with earlier in the year, right? So I’m like, I don’t know what I’m going to talk about. I don’t know his niche. I would go to his blog. And just look for a thing like, how does he think right? One thing he talks about is this testosterone decline and how when there is less testosterone, people are less able to lose weight and so on. So I would go and this is I mean, if I gave it to a person, that person is not going to be able to understand they say,
What is this? I have no idea. But you see here I call Tea I’ve talked about vitamin D, that we don’t get enough of that because there is less nutrition on the soil. vegetable and fruit we eat are less healthy, I look at objection in the ad copy oh Actually, actually something that he said that is interesting is like when a woman is pregnant, often the man gain weight. Why? Because of sleepless night when the baby is there.
So basically, that’s a really interesting way to say if you sleep less if the quality of your sleep is less, you’re more likely to gain weight. And this is a random thing I wrote. I mean, I wrote there. This is not an ad, it just ideas. It’s basically I’m consuming content, and I’m writing things in this organised way. I might use it as an ad or not. So here, oh my god, gut health, like, is Korea more healthy because they eat fermented food and so on, right? And then, okay, this is what I’m showing you is emails.
But but but. I also use that as an ad. So let me click here on crossaint. Right. You see the starting point? How do Italian eat pizza and pasta and still remain thin? Right? And then I give it an explanation where people said, oh, okay, now I understand. How is that is that is? I mean, actually, some people might eat a pizza and it might spike their blood sugar and other No, who knows? Why. Right? And if I look here, gut health, for example. I didn’t just say, I mean, kimchi is a fermented food that is used in Korea.
It’s fermented cabbage, I think. I mean, well, they also ferment a lot of things like cucumber, I think radish leaf and so on. And I didn’t just say kimchi is healthy, fermented food is healthy, right? I said, good. Kimchi and fermented food. Explain why Korea, there is less than positive and United States, right? But then I have numbers. I didn’t just make a claim. I’m like, all in one country is 4%. The other one is 36%. Right? Korean diet is high in fermented food and veggie American diet is a lot of sugar and fat.
But then I found scientific study. I’m like, there is a study in 2011 According to the nutritional research journal, where they gave people kimchi for four week, and this is the result because often in an ad, it’s easier to make a claim. Now, everyone is going to make a claim. But if I say no, no, this is the study. This is the number. This is a study according to nutritional research journal it add some credibility to what I’m saying.
sarah sal 9:49
Now, I I’m going to take I’m going to go to Slack and I’m going to take every single ad submitted and And if at the end, I forget someone, I’m going to ask hey hopefully, I think I looked at everyone who submitted. But at the end I’m saying, Hey, have I forgotten someone?
If I forgot you just type something in the chat. Okay? So let me just go slack. Okay, here we go. Okay, I’m going to start by the end. Just because this is how I reviewed it. Today, I see there is a message on FCDC just checking in, it’s nothing for me. Okay. Okay, I see somebody answer. Okay, So no worry. I’m going now to find my thread. Where is it? Here we go.
sarah sal 10:57
So I’m going to start by chosing, and I want to open with the correct tab.
sarah sal 11:12
Is it? give me a minute. No, not just Matthew, Matthew. Matthew. Matthew, I got the wrong one. Let me look at my Notes. Okay. So here, it’s let me let me pray. So here is a story about good customer service, and how Nigerian businesses are losing customer because of bad customer service. And then he tells the story of his girlfriend. Now, let me assume I’m contrarian, right? I’m a business owner sitting there. And I’m like, You know what, I already got the client. What do I care about good customer service, they already gave me the money. You know what customer service, you need to hire people. Myself, I don’t have the time to answer 100 email.
And if I heard someone, I’m losing money, no, I could make money by having bad customer service, right? You’re saying that bad customer service or making people lose money? But can you back at out by facts? So if I go, for example, what I know one company known for good customer service is Zappos right? So I’m just typing. I want to find an example like Zappos customer service, right? So they say that 75% of total revenue are through repeat. Customers.
Now, this is some statistic, I remember that it’s cheaper to get sales from an existing customer than a new customer caused some just typing cost of getting sales, your customers versus all you see. So a new cup. So here, for example, if I’m one to get a new customer, is going to cost me five times more than getting a new customer, really, or even just increasing customer retention by 5% can increase profit by up to 95%. Right? So if I was going to start this one, I would be through excellent customer services, Zappos grew from zero to $1 billion. Or I would say something like, what can businesses in Nigeria, learn from Zappos growing from zero to $1 billion through customer services, then I would say as a matter of fact, 75% of that was revenue are through repeat customer.
And that’s important, because it’s going to cost you five times more to get a new customer than retain an existing one. And just increasing retention by 5% could increase profit by as much as 95%. Or, or don’t forget that an ad here you’re sending me a Google Doc and I see all of this right? In an ad. Especially on mobile, you’re only going to see this the first two line. So maybe even I want to put some drama. And I could say my girlfriend horrible example with a photography business is the perfect example on why businesses in Nigeria are losing customers. And then I go on. Or I could just start with the example of Zappos and how it’s cheaper to retain customer, then get new one.
Because you’re going to have people are like, Yeah, okay, you say that this is true that you’re losing business, how do I know that’s true? So you want to go there fine study fine number, and not just make the claim. For example, I worked with an IT. I mean, actually, twice. I once worked for a company that help doctor with our marketing, and it was an economical crisis. So one of the ad was why right now you don’t want to spend less on marketing. But that’s a claim, right? Why should you believe me? So if I go here, I’m just Googling like, 11 research project tell the same story. And they say when there is a crisis, people are spending less on advertisement.
But research from 1920 4050 and 60, even 70 and 79. Show that when a company spend less on advertisement, when the recession and they’re getting less customer, this affect network negatively their growth, or that when businesses advertise during a downturn or recession, this allow them to grow faster when things are doing well. I didn’t just say, hey, you should advertise during research. And no, no, no, no, I found studies to prove my point of view, because otherwise, anyone could claim anything.
Let me just see if there are any questions. If no question I would move. I don’t think it’s about how long and our brand or ask questions are how long an ad should be? It could be short, it could be long, it doesn’t matter. It cannot be boring, right? It cannot be pushy. It cannot be something that doesn’t give me value. I’ve seen short out. Do well. I just show you long example. Because people often say they don’t work. And in my 12 year I’ve seen them work really well. Not necessarily psyche and depend how you add it right.
So if I said I mean salesy is when you’re walking down the street and people say by now, I mean by now by now, what do you want? You want fake watches? Do you want fake handbag? And what do you want? Do you want a tailor that’s, that’s salesy, right. But if I’m telling you that 70% of people in the United States are depressed because they eat sugar and highly processed food, while in Nigeria where people eat fermented food, they are less depressed, and there are studies that prove it does not sell the right I gave you an information that is useful. When if you remember the email I wrote about obesity in Korea is 4%.
In United States six times higher that’s not salesy. Right. So it’s like, how do you add the stat? A, the other one is just the AI is not asking me question. Any question regarding this review? If not, I’m going to move to the next one. Okay, if no question, I’m going to move to the next one. Let me close this one. So I know what I’m looking at. And then I have Brenda. Okay, I keep opening in the wrong tab, copy link, and then here we go.
sarah sal 19:23
So this, okay, one thing about ads, there is no image in the middle, right? So if you’re writing an email, you could have some text. Then you have an image, then you have some text. If we’re writing a Facebook ad copy, there is no text in the middle. It’s actually this is how it looks like. You have the fanpage headline, you have the text, then you have the image, then you have the copy. And if you look at Instagram is a little bit different, because Instagram is like, you first have the image and under it, you have the copy.
So, Instagram, if you work with a graphic design, it’s good to think about maybe a headline to put it on the image because Instagram doesn’t have the image followed by the headline. And Facebook, you read first the copy, and then you see the image right? While Instagram you see, first the image. So the image need to work harder to make you want to read the copy. So, here, you’re saying, I’ve been where you are, right? What did I do wrong? Even better than I’ve been where you are.
Imagine, you could say, I used to have a website that had 10,000 visitors per month. And overnight, there was a Google update. And now I’m getting only 200 visitors per month. So I’m getting 500 times or 50 Countless visitors. If you could even make it one step further. Because people do they care about traffic? Or do they care about the client and sales and lead the traffic get right. So even if you could say, I had a business, and I used to get 50 leads per month from my traffic.
And overnight, I only get one lead per month. Imagine you had an e commerce Store that had organic traffic. And you could say I used to get $20,000 in sales per month. And now my sales per month are only $500 I panic because I have 10 employee I need to pay their salary. I didn’t know how my business was survive. And this is what I did to change the outcome. So so it’s like the specificity because if you say I was wrong, I was there. It’s not the same as having some specificity that is easier to understand. When you’re talking about things, like do this, do this, do that. But what was the outcome? Right? Maybe you looked at the bounce rate? And you found that the bounce rate was 99%?
What did you do to reduce the bounce rate? Did you write better headline, maybe you had a website or you had a really big image and under the text and the image was so big that it took a very long time to loud and now you compress the image and that reduce the bounce page? What did you found when you looked at the overall time on desktop or mobile? Maybe you found that 80% of your traffic is on mobile. And while on desktop, it was very fast, you found that a mobile it was slow?
Or maybe worse, you find that your website didn’t look on display correctly mobile. Okay, how did you fix it? And what was the outcome? This is why I had that example. I didn’t just say Matt joined the course got good result got 17k per month. No, no, no, I said he did one he did two he did three he did four. And this was the outcome. Because a lot of people make claims online. I could I could I could be in a business. I mean, let’s say I could write an ad about SEO and Google core update.
And I understand nothing about that industry, right? How do people read the answer? Oh, my God, he or she is an expert, right is because because you teach them something? You you have that specificity in psychological studies. I mean, there is a book why some ID stick that specificity actually make people more likely to understand what you’re saying. And if people are more likely to understand what they’re saying and remember it are more likely to take action on it.
Also, what would be the CTA here? Because here you’re saying let us help you discover right? Are you sending them to a blog post? Are you sending them to a webinar? Or are you sending them to the company website? And you’re hoping that the company website they become clients right? Sometimes it’s good to say hey, I’m having a video that will teach you how to do that or I’m having an ebook, or I’m having a course or No hey, we help 100 clients and the same way I we helped 100 clients We could also help you and by the way, we have a special offer to tomorrow. Now, when we look at jobs, here we go.
sarah sal 25:30
Yes and no uhm Sakina, often with images, I take images from the client if it’s possible, right, because let’s say I write an ad for a dentist, or I write an ad for a market or whatever. People buy from people, right. And if I go and buy stock photography, chances there is 100 Competitor using the same stock photography. So let’s imagine you have really horrible back pain. And there is a doctor that is really good about treating back pain, I will just use an image of the doctor. And I would say Hi, I’m Dr. Frank. And under that I would have an image of Dr. Frank. Now it’s possible that some client expect you to provide the image as well, but you’re not a graphic designer, you’re a copywriter.
So and you’re not I mean, you’re not running ads. I mean, maybe your your aim is to become an ad expert, where you run an ad, you do strategy, and you do also the ad copy. And you could decide to also offer the image or partner with somebody who could offer the image but me personally, I’ll just use image of the client. I mean, actually, let me show you an example. So if you remember, the blog post, I asked you to read as a homework. So one of the example is about learning a language.
And if I go here, this is the image. His name is Olly Richard. I mean, he’s the expert that teach people how to be better at learning Spanish and learning language, and so on. And even if you Google his name, and you go to YouTube, etc, there is his image, right? So the reason I use his image is like it look like this text, he’s teaching you something, and then that’s him. And if you look at other okay, this is also an image of him. The only exception where I didn’t use his image is this ad because in the ad, I was speaking about a parrot, right? And I’m like saying can parrot help us? Better speak Spanish? Okay, and if you go here, there is a picture of a parrot.
And to be honest, I went on Google and I just found the image. No, I’m not a full scale agency where I’m going to design an image for you, but also you want to be careful because in some country like the United States, it’s so easy to sue people. So if you use somebody else’s image, somebody could come and sue you. So it’s up to you if you want to use the image or not. Now, okay, so I have a question for Joseph if you could hear me so I sent you a YouTube video you remember any story that are emotional in that video? That you’re like, oh my god, I still remember that story?
sarah sal 28:51
if you want you could type it let me find the video Joseph. So people know the example. I think he has difficulty joining the class. Maybe there is a problem with the Wi Fi. I don’t know. Oh, yeah, here we go. So this is the video I sent him. So basically, I sent him a video for relationship. College. And in it there is a story. And in that story, she say she met with the CEO of WeWork. Right because she was doing some work for the community. And people warn her he said that person just as Jackie people are very, very, very okay and you’re reading your ad about a girl. You tell the guy you talk to from doing that on your own, you come up with all these stories in your no I come up with a story, I come up with a story I know, sorry, I don’t come up with a story, I reach out to them. And if you go on the internet, you could find some of those stories.
Now for that story, without the onion, it’s a story that happened in China to somebody that was learning Chinese because I had that client for a very long time. So I read a book about how to learn a language. So it’s a real story. But instead of saying it happened in China, I send a trap and in Mexico, because it was about planning Spanish, but I would encourage you not to make up stories because people can tell and a real, and sometimes a real story. It’s how can I put it.
It’s like life is so interesting, and abstract and random that sometimes it’s difficult to make story that look like real life. So I would encourage you not to make up story. And if you just Google on the internet, and you read discussion forum, you would find stories. Now if I go to Jackie, so she has a business meeting, and somebody is telling her I warn you, you’re meeting with the CEO of wework, he’s very direct, he’s going to ask question about your personal life. And then he say, Hey, do you do what you teach? He said, Yes, of course.
And he said, Why are you single? Right? I said, I don’t know. Why are you single? Do you not trust you God? Or do you not accept being single? And basically, he kept questioning her until she cried. And even to say, Hey, I was crying for day after that. So if I was going to write that ad, I would start with something. Along the lines of her story, like I cried for, I mean, after a meeting with the CEO of we work, I cried for day, when he asked why I was single. He kept asking, and because I was 40. And I couldn’t find I couldn’t get married, I thought I would just have my cat and nothing else. And I would die alone, right? Because if I say one of the biggest struggle that sell I mean, this could work. This could work, right?
I mean, let’s say you’re in a market where people are really desperate to have a product. Think about Corona when it was difficult to buy toilet paper when it was difficult to buy mask when it was difficult to buy hand sanitizers. And hey, somebody offered them you could have an ad that look like an ad and it would still work. I’m not saying this doesn’t work. But you want it to sound like a story, right? Forget for one minute that you’re writing an app.
Imagine we’re in a coffee shop and I and you tell me oh my god, I listened to that podcast while I was working here. And it’s a one hour podcast and there’s a story of oh my god, what was it about? And then you tell me one of the story like how she cried after the CEO asked, Hey, why are you single? Because then it look like it’s somebody telling somebody else? A story that is personal and less like an ad so if it was me, I would listen to this and every time I have something that is emotional, I would write it down right?
And then I would lead with that. Then if I look at hear you say somewhere one out of five people, right? Do you have a source for that right? If you remember my ad about why eating kimchi is healthy. I mentioned a source so if you say one out of the five people according to a study by it adds credibility. So it doesn’t look like I made a claim that is maybe maybe not true. Now let’s look at the next where is it? Where is it
sarah sal 34:25
oh here we go. For one minute I couldn’t find the thread.
sarah sal 34:56
You Okay, so here you’re talking about Jeff Bezos said, Do you have any data about customer service being what made his business grow? Right? As a matter of fact, as a matter of fact, I think there are cases where Jeff Bezos was answering some kind of customer service was somebody sent an email and Jeff Bezos reply to an email. I don’t know the full story about led me. And sometimes it’s something I read that my memory hell, but Jeff Bezos answer, email.
I don’t know the full story, but let’s see. Oh, see. So the fact that Zef bases actually have his email public if you want people to reply. But I want the story. So here Oh, have you sent him an email? did he reply, so it’s just the fact that his email is public. So the SAM okay. Oh, okay. I email Jeff Bezos and get a reply. Right. So you could tell the story I have this problem with Amazon, I emailed Jeff about taken 10 days to get my package. And to my surprise, he replied, I never expected him to reply. As a matter of fact, Jeff Bezos does that because he, according to him, What made Amazon worth $1 trillion? is customer service right? Now, here, you’re saying you’re a freelancer?
Do you think it’s all of this that make you stand out? It’s customer service? That’s an opinion, right? I mean, I could say I have a horrible customer service. But I mean, actually, actually, actually, actually, this is a true story. There was an investment banker in New York, he was an expert. And, gosh, let’s see if I remember his name. I think, Bruce Lee, not that Bruce Lee, Bruce Lee, banker or Credit Suisse. For something like that. I think it’s him. I think it’s Bruce Kelly.
But I might be very wrong. Oh, here No, it’s him. It’s him. It’s him. It’s him. I think let me go here balls on come on. I just remember because we have had, okay, so Bank of America. And before it was Merrill Lynch, and I think he worked with so on. And he’s an expert. He Yeah, he used with Credit Suisse. And he’s an expert as an investment. So he was named one of the top bankers he have multiple broker report, he wrote, and actually, sometimes he’s on the phone with a billionaire that giving advice on how to advance and sometimes he gets angry, and he say, Fuck you. And he basically closed the fall on his face, right? So.
And on the other side, you had banker who don’t have a name, no expertise, no book. Written didn’t get named as one of the top experts, etc. That basically are bags that have really good customer service, they’re going wearing a nice tie and suit begging to have appointment and people are ignoring them. So the same way in my head, I’m like, no skills could be more important. Somebody who read the ad can have that opinion. So if you say the stick, the secret to standing out is customer service. Do you have any data? Do you have any reshares? Do I have any number to back it up? If you remember when I said, if I’m writing an ad, why people should not reduce their advertisement budget because there is a crisis.
I showed you the article where I said, according to studies in the 1970s 20s 40s, etc. And I just showed you the article, but if I was reading the article, I would try to find those studies. I would even try to find the name of the company. I think there was a case, it was a competitor of McDonnell that when McDonald reduced their budget, maybe it was Burger King, I don’t remember that spent more on advertisement. And then today, Burger King has a bigger market share because of that right?
Now, it’s no longer an opinion, right? It’s like I have the data to back it and people might still disagree, but because if you back it more people are going to believe it. Now on the CTA, you’re telling people to sign up for honey book. Leads, put me on Facebook, you’re interrupting people, right? The chances of somebody seeing an ad and Signing up for a software is not good. And I did work with some SAS company. So what work is basically giving them an ebook or with nor getting people on the email list and then using email marketing to convert them. I mean, I worked with AD espresso that use that strategy. They never ever, ever, ever run one ad they send people to the homepage.
They get they promote their blog posts, their content, their ebook, their webinar, and then they use email marketing to convert people into client. I know the class is about copywriting is not about advertisement strategy. But the reason I say that, sometimes you need to advise your client on what work or not if you could advise them, suddenly, they don’t see you as a copywriter. They see you as somebody who gets results, because let’s say honey book come pay you money, you write that ad, the ad is really good.
And then they send people the homepage and not a single person sign up. Or maybe they pay $500 to get one person sign up. And suddenly what they’re going to do, they’re going to turn against you and say it didn’t work because your ad is bad. And the reason the ad is not everything the ad could be good. But What’s bad is also the strategy. So sometimes, if you want to be a highly paid copywriter, you need to be able to advise about strategy and not only about copy. Okay, so you have a question?
sarah sal 41:37
No, never send people to homepage, never send people to the homepage, okay, yes or no Yes or No. Let’s say this website here, get 100,000 visitors per month, then you could so that’s people who know the company, that’s people who visit the company website. That’s somebody who may be typed into Google Client flow platform, right, and they didn’t convert. So you could send them back to the homepage. Maybe they have 100,000 people on your on their email list.
Some of them are clients, some of them are not client, on Facebook, on LinkedIn, etc. You could run ads that target people on an email list, then you could send them to a homepage. But what we call cold traffic that never heard the name of this company before. No, write an ad to the webinar, to the ebook to our blog post to a podcast interview.
But the homepage that’s a major mistake, because I mean, I get every day, not every day, but regularly people say hey, I spent $5,000 LinkedIn ad Why did I get zero client and they send people to the homepage. And when we’re going to talk about landing pages, I’m going to show you an example of landing pages that work with ads.
sarah sal 43:09
Yes, you can. Yeah, you can send your copy here. You can send it here. I’m looking at the end and I would look at in real time. No problem. I’ll look at it. Okay, actually, let me let me open it now. So I don’t forget. Okay, have it open? And I look at that. And I’m in the answering the customer. Then ask them to sign up for email. Yes, yes. Yes. Yes. Yes. Okay. Yes. Yes. Yes. YES. So So basically, yes, you could write an ad that send people to a webinar that sent people to a homepage and then the email will send them to a home page or maybe send them to a dedicated page right.
But I’ll talk about that when we’re talking about email copy and landing page but because here’s the thing about the email let’s say you sent the sign up for an ebook. You send them an email but what is a company you send them customer success story about what problem the product solves? And then after seven a day after they started getting to know the company, you send them an email to the homepage or to sign up page it can work because now they know that company and also because most people on Facebook are on mobile phone right on email. It’s where you do important decision when you’re on social media you’re not there to be interrupted.
sarah sal 44:36
This is the assignment and then let me look at Sakina’s.
sarah sal 45:07
I’m going to click on the links. Normally, I don’t recommend having more than, okay, so he’s in a loss of connection. Normally, I don’t recommend having more than one link, because it’s, it’s a little bit confusing because you’re writing to one person. And you’re asking them to do one thing, if you’re wanting to put to link do separate ad. So do you want the ad to convert people to become an expert? Or do you want the ad to convert people to join the fresh registry as a client? Right?
Those are two different thing. And this impact your call to action? So one of it is like, Hey, by looking by finding experts on the registry, this could help your life or no, here you could find client get media mentioned, etc. So it’s better not to not to have to URL in the same ad as much as possible. Now, this is a good, this is a good, this is a good ad. And you could try it and it could do well, but they want story about success about their member, right? So if I go here, I see. Okay, that period, Forbus, Wall Street Journal, etc. Even I scroll down. Let’s say I’m clicking here on daily on right, and Alexander plantea got mention in it right. I would wonder how big is daily? All right.
I mean, is it a publication that get 10 million visitors per month? I don’t I don’t know. I know nothing about this website. But if I said our expert, what’s her name Alexandre plantea. Got mention in daily on a topic about x with a link back to her website. And this is the result, like, people were reading the blog post. And even two years after it got published, they were sending her email said, hey, I’ll read the Daily article, I want to hire you, then that’s more powerful. Remember here? I mean, accelerate the copywriter accelerator, I didn’t just say it’s a good course. And they teach you how to get clients. And it’s teach you how to niche out and start. No, no, no, no.
I wrote maybe like five, six, add each with a unique story. Because people like story of other people, it’s easier to read, or even if I’m looking here, I’m looking basically the benefit. I mean, did anyone get client? I mean, because okay, even media mentioned me, but did anyone get client from the fact that we got mentioned the media, right? That makes the ad more powerful? Because you said, Hey, we have a website? I already have a website, right? You get on the media?
Yeah, most media mentioned, never get your client. Now, if you tell me that, hey, X got clients for $20,000 from a media link from Fresh Start registry, no more interested, right? You convinced me that is not just hype that this get people come because people don’t want to get the media for the sake of the media, they want to get in the media because it gets them resolved. Even here, for example, among the benefit, they see they have a Slack group, right? I would ask, Hey, I mean, depending how much effort you want to put into that, because I understand it’s not a client and you.
But I mean, hey, she said she would share the result, if she’s happy with the ad. This could be an awesome case study for you where you could write a blog post about backtester that helps you get better client, I’d pay you more. So I would ask them, hey, is there any chance I could join the Slack channel? And maybe I could interview some client to know they’re sorry, maybe I’m on the Slack channel. And I want to ask, does somebody do business with other members because you have now a community and maybe an issue, you’re specialists and I joined the community and then there is somebody who’s an email marketer and I pay them $5,000 To write emails for me right? So the benefit for the member is, hey, if they did business and networking with other member and here is the result it got
sarah sal 50:04
Yeah, I mean, yeah, okay. Yeah, yeah. I mean, yeah, sometimes they need convincing about sharing personnel story. Where should Where should it send people? On the landing page, the landing page that converts, right? Maybe you don’t have a webinar, maybe you have an ebook. Maybe you have a blog post that. I mean, sometimes people read my blog post, or they hire me based on my blog post, but you need to have some content that builds a desire. Think about it this way. If somebody is on Google, they’re actively looking for a solution. If somebody say hormonal imbalance, Doctor, you just raise your hand and said, Hi, I’m the expert, right?
If I go into Google, and I type acupuncture specialist, London, I already want an acupuncture doctor, right? She just need to raise her hand and say, I’m an acupuncture doctor with 10 years of experience right? Now you’re on LinkedIn, you’re on Facebook, you’re interrupting me, I’m not looking for an acupuncture and you say, Hey, I am an A carpenter with 10 years of experience, I’m going to say, so what? So what do I care that your next volunteer for 10 years of experience? Now, if you tell me that a carpenter is one of the best way to fight insomnia, and it’s not best better than okay, then medication now of interested if I have that problem, right, so you need to build the desire to put the benefit to tell me the result, you get the story, maybe there is somebody who tried traditional normal medicine or Western medicine for one year got not result and tried acupuncture now get results, tell me that story.
Because if I have the same problem, now I want to listen. But at the end of the day, it depends on the client. I mean, if the client only have a homepage, and doesn’t have a webinar doesn’t happen ebook doesn’t have blog posts, I mean, I mean, you cannot force them to have me personally, I would say this is not going to work right, based on my experience. Now, we’re still with this, and because you wrote multiple ads. So let me go here. Whereas number two, so here, I would add a transition, because this is what shows on Facebook or LinkedIn, and then there is written learn more, right? You don’t want people to think your, your niche is about comedy, or is about sitcom.
So you could say something like I T, proud awkwardness in a funeral can teach us how to get better publicity for our business, right? So basically, I’m making a link between what I’m talking later here, and between the intro that is only the thing visible to people. And if we look at the example for example, here from Kobe hackers article, you would see there are many cases where like sprinting, like if I go analogy, for example.
So here, I say, I took about an analogy between running and hiking, like a maximum speed sprinting, and marathon. But the first sentence like sprinter can teach us a lot about how to learn Spanish, right? Because if you are somebody trying to learn Spanish, or you want to start learning Spanish, etc, the first sentence make it clear that it’s for you, right? Now imagine I removed this first sentence and I said, the human body can only sprint for a maximum distance of 350 metre, right? And then I talk about that. Now you’re thinking that the ad is not for a Spanish course, you would think that the ad is for sprinting, or marathon or how to run fast so so so sometimes you want the first to line to make clear who is the target audience? And what is the benefit?
sarah sal 54:27
Yeah, it’s better to send them to a particular blog post and even I mean, you could have a blog post and the blog post can help you build your email list or have the option to contact you. But yes, yes, I mean, I mean, homepage will not will not work with Facebook and or LinkedIn. And I would cover that in detail in maybe one or two week or three week when we talk about landing pages.
sarah sal 55:02
Yeah, same here. It’s like you have multiple Norther call to actions and previous ad now this one. This one could work. I mean, because you said she might want to run the ad, I would say have a target website, I don’t know, what’s her website traffic. But if somebody visited this website, and you could retarget them, they’re more likely to convert, or if somebody is on her email list, but it’s not a client, they’re more likely to convert. So that would be one tip, if you want to try the app to use that.
And let me see if she has Facebook pixel on No, she does not have Facebook pixel it look like a website with a lot of traffic. So I mean, if you can you’re in contact with her, ask her if she could add Facebook pixel, because now she could run more effective ads. Yeah, I mean, if he has an email list, yeah. But you want people who visited that pay, or if he has an email list, I mean, you could send it both as an email as an ad copy. But a tip is how they’re installed Facebook pixel, so she could run the ad to people who visit the website. And that’s that those people are way more likely to convert than a perfect stranger.
So ad three, the first line make it look like the product is more a bowl. Divorce, right? So so let’s say I’m someone, hey, I’m not getting divorced, and I don’t want to buy product for kids. Right? I would see that. And I would continue scrolling. Can you make it more clear on the first line that, hey, this is a person who had a problem with a divorce. And she got help. And she was not able to find any help by Googling and spending hours on social media.
And the fact that she talked with experts who are experts in their niche for the last 10 years, it means she’s guaranteed to find a solution. Right. So I would add some some some line like I don’t know. There is no name here, right? Like, Hey, Jessica struggle. I mean, Jessica’s spent hours trying to find solution on Google about her divorce without not find a solution. Because sometimes the our problem where even spending 10 hour Google will not help you and talking to an expert who have been doing it for 10 years, would help. And then make it clear that the experts are not only experts in divorce, but in 10 other fields.
And here, yeah, again, have your call to action, either here or here. Be because imagine. Yeah, I mean, because let’s say this is what I’m interested here, not here, right. Maybe I’m reading everything I come here. And now I lost interest. So have one call to action, one New Relic, then two URLs. Facebook pixel, Facebook pixel Facebook pixel, you just type into Google Facebook pixel, let me type in Facebook pixel retargeting, because that will make her ad way more powerful. I mean, she would still need to create the outs. Okay, let’s look at
sarah sal 58:46
the next ad. Okay, today we’re going to spend longer than one hour Okay, the first class we spent half an hour today we’ll spend more but that’s because I’m reviewing everything but if that’s valuable
sarah sal 59:12
Hey, here I see five ad. That’s really good. That’s you’re really motivated.
sarah sal 59:16
Okay, I see there is a question. Oh, thank you. So, this ad is great. I have no comment on it. It’s great. So I’m going to go to the second one. So here you’re talking about how music calm dog downs right? But if I’m reading all of this, I think the ad is for some music that come the dog right? I don’t know it’s a doorbell. Right? I don’t have dogs I’m a cat person. I’m not the dog person, right? Maybe I’m the audience for this product. But I’m reading this I’m going to say this is for the dogs.
I don’t care I don’t have a dog right? I’m a cat person, right? So you want to have in the very beginning people knowing that’s about doorbell, right. So with add something, maybe the first sentence I would say something along the line something about doorbells like dogs understanding classical music. Teach us why there is a place in the market for a better doorbell. Right? Some something like that. So so the person who’s interested in this because otherwise you have people who are like, Oh my god, I have some music for my dog. You’re selling me music album that will calm a dog down and then they come here like, No, I don’t want the doorbell and then the person who need the doorbell would read this.
I didn’t have dogs right. So you want the first line to be very clear for who this is. For even even I mean, here’s the thing you saying something about? This is relaxing, right? It happened to all of us. I am in the bathroom and the doorbell rings and it’s annoying, right? Or I have a hot tea or have hot boiling water in my hand and the doorbell ring and I almost feel like I want to throw the water because it’s like it’s an annoying noise not relaxing, right? So you could add something like that to say hey, doorbell doesn’t need to be annoying actually could be your favourite music it could be relaxing instead of increasing your stress level. Let me here this is good. This is good yeah, this is good.
Yeah, I have a comment on this one. I mean, this is good is based on people objection and etc. But to me when I’m reading it, I didn’t understand that this is the current solution. And this is the piano doorbell so you could I mean maybe Maybe is there I mean you could keep the emoji but I would say something like people complain the doorbell need multiple presses to work not wait and then okay, okay, you’re here you’re saying okay, not with Okay, here you saying it’s piano doorbell right. And then here many other complaint is about battery issue not with our piano doorbell right. So this one is clear that this is what people hate and this is the solution here. People are getting battery issue here.
It doesn’t even mention the name of the product. Here people come or maybe you could number it like 12345 But But find some way of phrasing it that this is the solution. This is what’s bad. This is the solution. This is what bad this is the solution because when I read it it wasn’t clear. It took me like maybe some time to figure it out. Otherwise a good ad. No, let me look. Here Okay, I see this question and then I look at the last one. I mean, I’m not against using emoji or in favour of them, but you want the emoji to make it clear what it is it just in this particular case. I was not sure. It took me some time of thinking what the emoji did right.
And if he had the sentence like this is the alternative this is our solution to be more clear. I mean, there are cases where I use emoji I’m not I mean my style of writing doesn’t use a lot of them sometimes I use them but I’m not against them because there are cases where emoji are not bad just that people need to understand what the emoji are. Yeah, then we have the last one. What about breast after weight loss? Okay, let me see here. Okay, number one. If you’re writing Facebook ads, you cannot use the word you on your because that’s against the guideline because it makes the Look like you happen to know there is a deflating breast after weight loss.
Let’s say you have a product about weight loss, you can say are you fat? I mean try to write as much without using the word you and your because Facebook has a guideline say you cannot point at people attribute and this is pointing at people attribute. So instead I would say many women complain about deflating breasts after weight loss. You know, you’re not here it’s almost like the reader we’re seeing the ad you’re accusing them and you saying I happen to know you have a deflating breast after weight loss, right? No, no, no, no, no. Here let’s put it that way. You want you don’t want to sound like that? So I say men and women lying about deflating breasts after weight loss if you’ve been no I’m sorry
sarah sal 1:06:21
okay, I’m just reading and reacting in real time so give me five minutes to read it
sarah sal 1:06:33
you feel they are ugly you cannot you feel insecure about your race you cannot say that right? I mean, try removing as a nice the word you on your
sarah sal 1:06:58
this part I’ll bring higher and the in the case because this is like the feeling I get about reading this is like you think this is a problem you have a problem you’re complaining you’re insecure, I would start with many women complain about deflating breasts after weight loss but it doesn’t have to be that way. As a matter of fact, Angelina Fitch from the data say that the solution is picking up some weight because picking up some weight now you have stronger muscle and a stronger muscle solve that problem right.
So in that case, I would introduce the solution earlier just so people don’t feel like you’re making them feel bad about themselves just for this because there are many ads that bleed bleed bleed bleed the problem and you don’t want to sound like you’re one of those ads that just make people feel about themselves to buy instead say no no no, I’m not doing this to bleed the problem for the sake of it I’m telling you about the solution
sarah sal 1:08:11
Yeah, be careful with this word be very careful with this words I mean Facebook might very likely think this is for something else be very careful with this word
sarah sal 1:08:34
but the okay that’s not bad so once a good trend
sarah sal 1:08:49
this I’m not sure if I want to use that term right I mean, go on the shadow GPT and tell charge GPT give me 10 Way to rephrase this sentence or even just this that is highlighted just because you don’t want Facebook to think you’re doing ad for X rated material Yeah, stop yourself from hate you’re hating your body. It’s nearly like you’re accusing them that are hating their body. So how to feel better again
sarah sal 1:09:45
Okay, okay, okay, if it was me, um, I mean, it’s a good attempt. It’s a really good attempt and there is really good content and I love how you’re talking about Angela fit and how sometimes the solution take one year, but you could shorten it and you see and I had a Multiple example for ad long ad copy. But if I couldn’t have an ad say the same exact message shorter I would do so if it was me, I would say many women say they have that problem doesn’t need to be that way. A
ccording to Angela Fitch from Dadda Dadda the solution is some way some muscle building etc. The prob while this is a solution that could work it can take long time and this is somebody who was 19 year old and lost 40 kilos took them like one whole year. Is there don’t say this sentence. Is there a way that could get you the result in the short term? I mean, people already know what it’s about don’t say hey, your body and so on.
I mean, people already got the message you don’t need to go very long about oh my god you feeling bad and you’re crying? And then again, you’re feeling bad and crying? No, I mean, keep you I mean, if you could say the same message shorter, do it like hey, this doesn’t work there is it? How can you do it? Get solution very short term. That’s where Lulu came in. It’s a bra that help you get the sizing correctly after losing weight without the hassle that the DA and yeah, this is um, you could keep the rest on here.
So yeah, there is good. Okay, oh, no, I know I’m muted here already. Any question? If not, I would just turn the video in the call into a video and I should upload in something like half an hour sure as many questions as you want as many questions as you want
sarah sal 1:12:12
that’s a good question. Not that I’m aware of. Not that I’m aware of. I don’t know. I don’t know the answer to that question. But let’s assume ad blockers don’t block Facebook just the fact that our blog are extremely popular it mean people hate ads so even if the ad is not blocked people in their head this look like I’m going to continue scrolling right now if you have something that doesn’t look like an ad people are more likely to want to read
sarah sal 1:12:52
Um, let me think about it. Let me think about it. Let me let me think about it. Actually check Copy Hackers let me just type it in the chat because there are cases where I’m not the best person to talk about that. Check Copy Hackers and pricing I mean just just go to their blog and write pricing they would be better than me at that. Okay, we finished like 15 minutes late next week I think we’re going to talk about how to market yourself not how to price yourself so how to market yourself and then next week is next week is how to market yourself the week after is going to be email marketing the week after word would be landing page and then the week after week it would be sale pages and then I don’t know I think we have it till end of October early November.
So let’s see if maybe and maybe between time I see I need to make something else. I mean if you have question around marketing yourself promoting yourself etc just posted in the group because that will help me prepare my next week’s session. Okay, I’m going to not this week this week no assignment this week no assignment. I mean well the assignment if you have any questions about marketing yourself ask it in Slack. This week was basically yeah, me going over your assignment.
So this week you get more extra free time to drink coffee. Okay, I will convert the call into a video I know some people had Wi Fi problem because I see them leaving coming back leaving coming back. So if you missed anything, watch the video again. Okay, and take care. Bye
