fun fact - awc21may-staging-photos.s3.eu-central-1
TRANSCRIPT
Fun Fact:It’s estimated that the average
American is exposed to 4,000-10,000 advertisements every day.
Ultimately, an advertisement’s only purpose is to get one thing… the CLICK.
Image > Headline > Hook > Body Copy > Click
How to we get the click?
❏ Channeled Desire❏ Explosive curiosity❏ Primitive protection
What Is The Ultimate Goal With Your Ad?
● “Intro Mechanism”○ Separates Your from Competitors○ Describes the benefits of
mechanism and shows how mechanism solves problem better than competitors
○ Educational
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Objection 1: Boring or Not Special - Intro Mechanism
● “Through Midnight”○ Urgency based○ Heavy emphasis on FOMO○ UGC Driven/Proof○ Scarcity ○ Carousel Ad
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Objection 1: Boring or Not Special - Urgency + FOMO
● “Big Bonus”○ Discount based○ Hides behind comparison○ Positions you○ Hangs weakness on rival○ Graphics/picture/gif based
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Objection 1: Boring or Not Special - Us Vs. Them
● “Us Vs. Them”○ Compares to Direct
Competitors○ Positions you○ Hangs weakness on rival○ Graphics/picture/gif based
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Objection 1: Boring or Not Special - Us Vs. Them
● “UGC”○ Feels Organic/Native○ Focuses on Brand & Experience○ Overcomes A Objection
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Objection 2: They Don’t Trust You - UGC (User Generated Content)
● “USP”○ Mechanism & Specificity Based○ Draws a Clear Line In Sand○ Logic Based○ Uses Proof Along with USP (Video
uses their current customers as forms of proof)
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Objection 2: They Don’t Trust You - USP (Unique Selling Prop.)
● “Testimonial”○ Reveals More Insight into Brand
from different perspectives○ Text or Video Based○ Overcomes Objections
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Objection 2: They Don’t Trust You - Testimonial
● “Demonstration Marketing”○ Heavy Testimonial (Experiencing
the difference) Based○ Demonstrate the Product ○ Value Prompt In Headline
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Objection 2: They Don’t Trust Your Claims - Demonstration
Objection 4: Just Not Sold - Brand New Appeal
● Trigger Word
● Pain/Evoke Anger & Mob Mentality
● Evoke “Tribe” & Us Vs. Them
Results after just 24hrs.(7.97% CTR vs. 2.87% Avg.)
● “Humor”○ Makes Emotions for Purchase
More Obvious○ Value Prompts○ Disruption Creative to Get
Attention and Evoke Entertainment
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Objection 4: Just Not Sold - Humor
● “Mechanism Stage 4: "Without" Ad”
○ Plays On Previously Known Claim With a Twist ‘Without’ Statement
○ Education & Logic Based○ Ads a Risk Reversal
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Objection 4: Just Not Sold - Mechanism Stage 4: "Without" Ad