Transcription
Hello, hello! How is everyone doing today? Everyone, everyone ready to run and write some ads? Yeah, awesome, cool.
So today, I am actually going to show you guys a couple of my favorite ad strategies. Um, as far as writing copy, we're going to keep things super, super simple. Um, if you guys have any questions at all as I'm going through this, feel free to ask. Like, I want to do this as an open workshop, implementation, um, style. I don't want anyone to forget, like, you know how whenever you have a question and people say, "Wait till the end to ask your questions," and by the time the end comes, you've already forgotten what you were going to ask? So I'm going to make this pretty, pretty open so that we can get some stuff done, right? Because that's, that's the whole point of momentum is getting [ __ ] done, not just like watching me on video do all these workshops, right? Because, uh, I want you guys to get results.
And so I'm going to walk you guys through a couple of my favorite frameworks when it comes to writing ads. Like I said, I want to make this truly as simple as possible because ads are going to be super, super important, especially going into 2025. And, um, you know, I just got off of a call with, uh, someone who's in the industry, and she was literally just telling me how she is literally going all in on teaching people how to do written ads. And I'm like, "That's cool, because I'm going to go in on teaching people how to do video ads," right? Because here's the thing: there's so many people who don't want to do video. There's going to be an opportunity coming in in 2025. Okay, you guys are going to, you guys are going to have an opportunity.
But today, what I'm actually going to show you guys are two frameworks for written ads and then one for video ads, just so that we can get, because, guys, written ads are better than not, is, is better than not having any ads up at all, right? Wouldn't you say? And so today, we're going to talk about all of the things that you need to have in place in order to write really great ads.
Now, a lot of the stuff that I'm going to teach you guys today is not anything that I've learned really online. This is, this is going back, back to the, back, back into the Eugene Schwarz days. He wrote the, uh, book, uh, *Breakthrough Advertising*. That book was my Bible whenever I worked in television. And so I'm going to try to teach you guys pretty much everything that I know about writing great copy and how I've actually utilized this in the online space, okay?
So the first thing that we have to do is we have to recognize... let me actually share my screen here really quickly. There we go, there we go, there we go again with the triangles, right? Let me actually put my chat up for just in case you guys have questions. Okay, so some of you guys have seen this exercise before, okay? This, this is the very first thing that you have to do before you write any copy, okay? You have to be able to identify who's your ceiling client and who's your floor client, okay?
So I was just going back and forth with a Lean on Laurel student, and he, his copy was attracting pretty much anyone who had a business, which is fine whenever you're at scale, right? Most of you guys who are sitting in the room right now are not ready to go to scale. You need clients, right? How many of you guys need clients? Like, you're, you're, you just, you're like, "I need to get my next client like soon." How many, how many of you guys? Let me know how many of you guys are like, "I am in that position where I need to get clients." Okay, cool. The simplest way to get clients is to go smaller, okay?
Now, he asked the question, "Laurel, a lot of your ads are directed at people who are running webinars." And I said, "Yes, because these are my ceiling clients," okay? So my ceiling clients are people who are running VSL or webinar funnels and are getting at least two times their return on ad spend, okay? That's my ceiling client. Like, if people come into my world and they're already running a webinar or VSL and they're getting two to two times their return on ad spend, implementing my ecosystem will skyrocket the amount of ad spend that they're getting back, okay?
Now, my floor clients, these are the people who have a validated offer. So if you come into my Lean on Laurel program, you will actually see people who are running webinar funnels, but then you're also seeing people who have a validated offer and they're just doing a power funnel or they're doing a fast funnel, okay?
So right now, you need to figure out who are my ceiling clients and what are the characteristics that make up your ceiling clients. These are the best of the best of the best, okay? Your floor clients, that is the minimum requirements that they have to hit in order to be a client, okay? So for instance, right, if people have never launched a Facebook ad before, they don't have an offer, right? These people are below my floor. I do not want to create content that is going to attract those people. Does that make sense?
The sweet spot is going to be creating content between your floor and your ceiling, right? Because what is the thing that you notice as you creep up to the ceiling? What do you guys notice? There's less volume, right? And Rer said, "Yes, it's an easier, it's an easier sell too, but there's less people up here," okay? And so what we want to do is we want to identify who are our best of the best of the best and who is the minimum requirement for me to be able to work with them, right?
The next thing you have to do is you have to identify, "What is this person's biggest problem? What is this person's biggest problem? What is this person's biggest problem?" And so forth, right? The reason that we want to do this is because we want to be able to exploit this entire space, right? If you only create one ad that talks about this person's problem, well, you're only going to be able to have about that much of the audience. And so we want to be able to identify people who are in our ideal audience pocket, and we want to be able to identify every single problem that we can solve for these people, okay?
Now, this doesn't matter whether we are talking power content ads. This doesn't matter whether we are talking about power offer ads, whether we are talking direct offer ads, retargeting ads, hot seven ads. We want to know all of these specific problems that we can solve for this specific audience. That's the next step, okay?
Now, the next step is putting together a great offer, okay? Now, a lot of people think that putting together a great offer simply just means offering a solution. That's only partially true. What we have to do is we have to offer a solution that eliminates the things that our audience doesn't want to do. I'll give you, I'll give you guys an example, okay?
So let's say I have a fitness offer, right? But I know that my competitors are offering food prep plans, they're making people go to the gym and doing 60-minute workouts. If I know that my audience does not want this, does not want this, does not want this, what do you think I need to do? I need to create an offer that doesn't require any of this.
As a matter of fact, I just helped a Lean on Laurel student with this. Um, he offers a fitness plan and he actually helps people lose weight by eating burritos. That has become quite popular. He's like the fourth person that's come to me and is helping people lose weight by eating burritos. I guess because I've used the example so much, people are like, "That's a great idea!"
So my client who I just helped recreate his offer, I was like, "You're targeting people who are corporate men. They don't want to food prep on Sunday. But what if you created the offer that had them shipped to their house, right? They don't want to go to the gym. What if you created the workout plan that, that they could do without leaving the office and in 30 minutes that could easily be done through their, on their lunch break or whatever, without even leaving the office, right?"
So what we did was we just pulled apart what he was offering before, picked out what his clients just don't want to do, and created an offer that had things that his audience actually wanted to do. Does that make sense to everybody? Because a lot of you guys, you know, are offering things that in general seem like a good idea, but there's a lot of things that people just don't want to do.
Like, for instance, right, my $7 program. What's included with most $7 programs? Most $7 programs are made up of just courses, do-it-yourself. I was like, "People don't want to do it themselves because people are scared they're going to push the wrong buttons." And so whenever I created my $7 program, I was like, "They don't want to pay tens and thousands of dollars for an expensive program. They want something that's going to be affordable. They want something that will give them some type of support, and they wanted something that was budget-friendly, not only for the cost of the program, but something that they could easily execute."
So we have to make sure... so part one, right? We're, we're just talking about who are our ceiling clients, who are our floor clients, right? Then we have to figure out, starting with our ceiling clients, what are the problems we solve for them? Then we go down a little bit, what is the next set of problems? What is the next set of problems? And then we go down all the way to the floor, okay?
So Dr. Gina just made a great point, right? She says, "This is her challenge. Some of my offers are too labor-intensive to get pregnant. Many women I talk to want to cook, don't, don't want to cook food, or they do, I talk to, do want to cook food. They want quick and easy, right? They don't want to cook food." So something that you can offer them is some type of, you could partner with some type of food delivery service and literally include that in your offer where you don't, where you take care of everything, plus you get the affiliate cut, so it actually allows you to make more money, right?
And so if we simply just make a list of, "Man, what are all of the things that our clients don't want to do? How can we offer something that's going to combat that?" Right? So one of the things that I realize that some of my Lean on Laurel students don't want to do is they don't, they don't want to just like have a done-with-you program where, you know, they're putting stuff in the ads manager. And so what did I do? I offered, I offered something to where, like, "Cool, I'll take care of your, your, your first seven ads and your setups for you." Everyone was like, "Oh man, that's cool!" Right? Lean on Laurel now stays full because people are like, "I want Laurel to do that for me." I simply always look at the things that you guys want and I'm like, "How could I arrange my offer in a way that's going to make you guys happy, that's going to make you guys do the work?"
Does anyone have any questions about their ceiling clients, their floor clients, the problems? Now's the time to ask before we move to the, to the next, because then I'm going to go over some of my favorite, my favorite copy scripts. Awesome, cool, cool, cool. I like that. Everyone, everyone has probably seen me do that exercise, but I wanted to make sure we left no stone unturned.
Oh, Mandy said, "Wait, yes." Let me see, where are you, Mandy? I'm going to unmute you.
"Hi, um, sorry, I was putting a sweatshirt on. Um, it's getting hot in here."
"Look at that, it's literally zero degrees outside, but it is like roasting in my house. Guys, we never know what's going to happen on one of my calls. I mean, we drink, we strip, I mean, it's, it's just part of the deal, right?"
"I'm so glad I got to come here. Um, I wanted to ask you, yeah, so I'm literally starting a new brand, a new whole thing from ground zero with like ads and everything. So I have an idea of like what I want. I'm moving from like nutrition diets, like if I have to talk about a [ __ ] avocado one more time, I'm going to lose my marbles. Um, but I really want to go actually more general and like it's called Level Up Lady Gang, and I just want to create a community and a space for women to like get support. So it's geared around like the people that feel Black Sheep and, you know, don't really fit in and just like a space for that. And then we just do like business tips, accountability, like just a whole bunch of stuff. And I don't, can you be a little bit more specific on the, the black sheep, people who don't fit in?"
"So one of my, one of my students, uh, God, a couple of months ago, she had a very similar offer. It was called The Queer Gym, and it was an online fitness program for people who were queer and gay. And it was, it was a, like, she had her audience, like, I would, I would watch her on Instagram and I'm like, 'Man, your audience freaking loves you!' And so, but, but you see how she found that pocket of people? And so when you're starting out, it's much easier to go smaller in niche than it is to go big and broad, because when you go broad, you have more competition, right? Like no one wants to compete with, you know, uh, some of the big, some of the biggest fitness, uh, gurus, right? And so we have, we have an opportunity to kind of carve our own little tribe, and that's how we can get some of our first clients."
"So what would you say is like, when you say black sheep, like, who are you, who are you talking to? Like the misfits? Like the people that, you know, maybe have like discord in their family, like, you know, that always just, or just like feel weird at work, or like just kind of exist and feel weird, and I want to have them understand that they're not the black sheep, they're building their greatest version of themselves, the GOAT version of themselves. Um, yeah, I would say you would need to get really clearer on that. Yeah, because it's not really, it's not really clear on who, on who you're targeting."
"Okay, yeah, yep, cool, thank you. I figured that. I was like, 'Okay, I have to go on this call and, uh, I wanted to ask that.'"
"Yeah, so it's, well, so, so like, for instance, right? Like I was just talking, you know, to one of my Lean on Laurel students, and he was asking me the question, he's like, 'Well, if you know anyone who's doing webinars, that would be like, you know, people who work for Kartra, like Kartra does webinars and software companies.' I'm like, 'Yeah, I work, I work with all of those people.' Like most of my Lean on Laurel students aren't actually coaches or consultants. Like that might surprise a lot of you guys, but a lot of them aren't because of the ads that I'm running with the webinar. Like if you're getting at least two to three times your return on ad spend using a VSL or webinar funnel, it's attract, it's attracting those people, but it's attracting like huge software companies, you know, chiropractors and dentists who are running these, these really, uh, who are running like tens of thousands of dollars into that type of funnel. But the reason that I can do that now is because I've built a brand and people, people are starting to know who I am. So, so I was able to go very broad, right? So now I can compete with the Dan Henrys and the Onyx and Gs and all of, all of these people because over the last six years I've been doing all of my marketing. If I'm just starting out, I don't want to compete with Dan Henry. I don't want to compete with all of these people because they're like, 'Well, who is, who, who are you?' Right? And so that's why I say like the more smaller pocket of people, find your tribe first, then as your brand gets bigger and bigger, like, like Alex Hormozi is a perfect example of this, right? Like he started out just helping gyms, then he sold his gyms, and then as, as he's gotten bigger and bigger, now he, he helps all of these big companies and they range from all kinds of different companies. But it's because he's built his brand, he's built his business, right? It's kind of like the example that he always gives, it's like, you know, if you fix toilets in one little city, do videos on, on, on, uh, on fixing toilets in, in, you know, Lafayette, Louisiana, then teach other people, you know, other plumbers how to grow their social media by fixing toilets on social media, then teach, you know, all brick and mortar businesses, then teach all business, you know, like work your way up, kind of like Gary Vee with the Wine Library, right? And so that's why it's super important that we find those little, those little pockets because it makes it easier to sell our services to them. Does that make sense?"
"Yeah, do you have like a, like, I guess I can just run it through ChatGPT just to get really, really clear on that. Do you have like a ninja prompt I can go find in the..."
"I don't have a ninja prompt. I, I, I find, I find it's easy to kind of just figure out like who your ideal clients are, go hang out and just talk to them and ask them questions."
"Okay, yeah, okay, that's good. Um, got it, thank you."
"Yep, absolutely. So Dr. Gina said, 'Would ceiling be that they don't want to pay money or have it?' No, ceiling means those are your best ideal clients. So those are going to be the people who would be easiest to, to sell into your program. That's what your ceiling clients are. Those are the easiest people, right? If I get someone on a call, I don't even have to do calls anymore 'cause I know my ceiling clients so well. Like my ceiling clients, like if I get them in Messenger, I can literally tell them exactly how I'm going to help them, and they don't even ask, they're just like, 'How could I pay?' My floor clients, though, they're going to have a ton of questions because they're not, they have a validated offer, but they're not yet super profitable. So they're going to be like, 'Well, when could I expect results? What is this gonna look like?' What? They ask a lot of questions, which is fine, and that's why, that's why it's good to have that, that, that, uh, oh, okay, I see what you're saying. She said, 'You, you meant floor.' Gotcha. Yeah, your floor clients are going to be the minimum requirements. Like they might be your ideal clients, but it's going to take a lot of convincing or a lot of work on your part to get them, right? So think about this: so if I take my floor client, who's someone who's validated an offer, right? And then I put them up against someone who's my ideal client, right? It's going to be much easier, who do you think it's going to be easier for me to get results for? Someone who's never ran a funnel before, or someone who's already running a funnel and is already getting a profit from their funnel? Who do you think it's going to be easier to get me, get a result for? Right, the ceiling client, because they're already getting results. If I just put in a simple little retargeting strategy, boom, they're, they're, their ROAS skyrockets. But yet, for someone who just has a validated offer, we have to test the funnel, we have to troubleshoot the funnel, we have to do all of this work, right? And so that's your, but you're, but I'm still willing to do the work. But as a business owner, we have to decide how much work are we willing to do to get results for that person. That's super important. How much work are we willing to do to get results? And that's where your floor needs to be."
"Danny, I think you're on mute."
"So Dr. G, that would still be your ceiling client. The floor has nothing to do with how much money people have. The floor, the floor determines what is the minimum requirements that you're willing to do the work for. It has nothing to do with money. So validating an offer means that you've sold it to cold traffic."
"Danny, oh, it won't let you unmute. There we go."
"I, so my question is this: uh, I understand, uh, the ceiling and the floor and coming up with problems between the ceiling and the floor and, and coming up with ideas that you are help you, coming up with ideas where you're solving problems and coming up with alternatives compared to the things that they don't want to do. But eventually, do you introduce the things that they don't want to do so they can succeed on their own? Like, for example, the burrito guy, he's giving a burrito, but eventually he's leading it down for the macronutrient guide, correct? So, so you're kind of, you're kind of slowly guiding them where you want them to go on their own. Like if you're giving out like seven days of free ads, after seven days of you doing their ads, eventually they're going to know what they're doing on their own, right? So basically, you're kind of, you're guiding them to the final offer of them doing it on their own, is that right?"
"For sure. I mean, right? Like we want, we want our clients to succeed, but they're always going to, and that's why it's important that we always have like some type of continuance program on the, on the back end of it, right? Like Nick and I have Success Circle because people have graduated from Lean on Laurel or they've graduated from The Guardian Academy, and they're like, 'I just want to hang out with you and Nick and be in proximity.' That's a, like, that's would be a continuation. So we have, so we have to, if we're going to lead them to do things on their own, we have to have something that's going to supplement. Otherwise, we have to have enough volume coming in through the front. I know a little bit more ad, I know that's a little bit more advanced, but does that make sense? Like that's that, that makes, 'cause you're, you're basically filling up another hole."
"Exactly, right? Like if you're a fitness, like it's probably pretty smart to come up with some type of accountability continuance program. And usually these continuance programs are pro, are, are a little less than the ones that they, they originally, because it's a no-brainer. They're like, 'Well, I've been paying this much for this, I might as well keep access to Laurel for this.' You get what I'm saying?"
"Yeah, yeah, that's perfect. All right, thank you. That answers my question. Thank you so much."
"Yeah, absolutely. Miss Emma, oh, here you go."
"Okay, so my, um, I sell reviews. And, um, what I notice is that people who are doing the same thing like me, what they do is that they offer the software so that the small business could do it themselves. I, uh, my, me, I want to do it for them, and I'm working is with brick and mortar businesses, so that's the difference. Okay, my ceiling clients, I think, are somebody who has already some reviews, uh, because I think that, uh, convincing somebody that reviews are important is going to take more time. But then I don't know who will be my floor client."
"Who are the, who are the clients that you're willing to do the most amount of work for? Who are, um, that I do most work? Yeah, and that's not necessarily a bad thing, right? Like, you know, I get, I get students who come into Lean on Laurel with a validated offer all the time. And I will say this, it gives me sometimes the, actually, most of the time, the greatest pleasure getting result, getting results for my floor clients than it does for my ceiling clients, because my ceiling clients are already successful. Um, I'm looking at one right now, Mr. Scott Perry. Like every time I talk about Scott, I have a huge smile on my face because that is one of my, he was one of my floor clients. And that's the floor thing is not a bad thing. That's just what is the minimum amount of work, I mean, the maximum amount of work that you're willing to do, right? It's the most work. But I will say this, sometimes your floor clients are the most satisfying clients you will ever have."
"Okay, so then I would say that somebody who has already a Facebook page and, and they don't have no reviews. So then I don't have to set everything up."
"There you go. That's the minimum, that's the maximum amount of work that you're, that you're willing to do, right? Like, cool, like me, like I, the reason I don't work with people who don't have a validated offer in Lean on Laurel or anyone who's never ran ads is I don't want to, I don't want to set up anyone's pixel. I don't want to set up any tracking. I don't want to do any of that. I'm not willing to do that anymore, right? And so that's, that's why my floor is where, where it is. And I'm, you know, I don't like validating an offer is a lot of hard work. I like to do that in this program and the $7 program, but not in LOL."
"Mr. Mike L, can you hear me?"
"I can."
"Okay, wonderful. So you say that this seems to be, at least to me, a new concept that the floor doesn't necessarily have to do with, uh, the amount of money you have or not have. It has to do with also the amount of work. Is that always the case, though? Or are there some cases where it's actually, because I'm thinking about my clients and the work that I have to read them through is pretty similar for all of them. So in that sense, could the floor be defined by either the amount of money that they make so that you know whether they can afford the services or not, or maybe the specific cycle?"
"100%, 100%. So I'll, so I'll walk you through. So I have a client who has a self-development offer, and he helps people who are at the, I think we talked about this example before, we've talked about entrepreneurs who are at seven, eight figures. And his floor clients are men who are in corporate, who are doing six figures, okay? So they, so it can also be about the amount of money, but I like, absolutely, can it can be about resources, it could be about money, it could be about skill set too, and experience too, right? Or level of education, for example."
"Exactly, 100%. But you just have to be able to identify that. The reason being, what we're about to, what we're about to get into is like actually writing scripts according to those problems that you're solving."
"Perfect, thank you so much, Laurel."
"Yep, absolutely. By the way, did I mention that I love you?"
"Ah, thank you, right back at you. I love all of you guys, though. You guys are, you guys are a lot of fun."
"Let's see, okay, so I'm going to teach you guys three frameworks, super, super easy. Um, you're like, 'Laurel, you say that,' uh, but what we're gonna do is, let me pull up my, my thing. This is nothing that you guys haven't seen before. A lot of people teach this, but these are the ones, these are the ones that I rotate through. And, you know, the only reason I have templates inside my program is because you guys ask for them, because sometimes you guys have a little trouble like being able to say things on video. I really hate giving templates because more times than none, people are like, 'I just don't feel aligned with this template,' and I'm like, 'That's great, as long as you know the framework.' And so that's why I like these frameworks that we're going to talk about, okay?"
"So the first two are going to be written frameworks, okay? So the first one is hook, story, offer, okay? Now, I just showed you guys hook, story, offer, and you're saying right now to yourself, 'Laurel, I already know this framework.' A lot of people do not do this correctly. A lot of people are like, 'Well, you give away a hook, you do a pattern interrupt, and then you tell a story, and then you make an offer,' right? Well, that's the gist of it, but there's a lot of nuance in between that, right?"
"And so the first thing that we want to be able to do is have a hook. But the reason that we just talked about your ceiling clients and your floor clients is you need to be able to get someone to say, 'This is me,' right? And you want everyone, everyone else to turn the other way. You want it to be a dog whistle, okay? So if we are writing ads and we're using a pattern interrupt, we want it to be a dog whistle, right? A pattern interrupt is going to be something that's going to make people go, 'Oh, [ __ ] that's interesting,' right? So if I said something, and it doesn't matter what your political affiliation is, like, this is just an example, if I said something like, 'Here's what you can learn from President Trump about writing great ad copy,' right? That's going to be a pattern interrupt. You're going to be like, 'Whoa, like, what the heck is that?'"
"One of my favorite pattern interrupts that I use is, 'Hey, if you're running a webinar funnel or you're trying to book more calls, don't use this funnel.' People are like, 'What? I need to know, but what is it?' Right? I'm attracting people who want to write better ad copy with this, right? And so I'm going to tell a story, right? So here's the, here's the ad copy: 'I knew he would win the presidential, the presidential election because of his copy, not just tweets or commercials, but every piece of communication. He used simple, straightforward language that even a third grader could understand. Phrases like "Build That Wall" or "Make America Great Again." Many people try to be clever and sophisticated in their ads, but that often repels their audience. The key is simplicity and clarity. That's why so many struggle to get results. Want to make your copy great again? Join my $7 program where I not only break down these principles, but I'll actually help you craft compelling, effective ads over Zoom call.'"
"What did I, what did I do here? What are, what are a couple of elements that you guys have, not that you guys notice about this ad copy? What are a couple of elements that you guys learned that we just talked about? There's a couple of things here."
"Third grade language, yes. What else? Yes, Mike, he noticed the offer does something that they don't want to do. Yep, Kaja said the same thing, 'You took away what people don't want to do.' Association. I used a really great pattern interrupt because everyone is talking about him coming into office, all the crazy stuff that he's doing. It's relevant for right now, right? So it's a very, it's a, it's, it's a great pattern interrupt because I'm, I'm jumping in on a conversation that everyone is talking about, right? I actually learned that type of copy from Billy Jean. Um, he's like, 'You have to write copy, especially in that first line, something that's very controversial.' Controversial things make the best pattern interrupts. One of my ads, some of you guys might have even bought my program because of this ad, I said, 'There's nothing more frustrating than ad agencies,' right? Boy, did that ad cause a lot of controversy, but boy, is that my best performing ad over the last several years. That, that ad copy right there has made me multiple seven figures by just that first line: 'There's nothing more frustrating than ad agencies.' As a matter of fact, when Billy Jean taught me that one line, he was like, 'Think about it this way.' He's like, 'You could write a line that says, "There's nothing more frustrating than President Trump."' He's like, 'Like, but then you could go on the other side and say, "There's nothing more, more frustrating than, than President Biden."' And then he was like, 'There's nothing more frustrating with grapes,' and he just went through a whole bunch of examples of how you can create like all of these amazing pattern interrupts. And so there's a lot of elements inside this copy. And so that's what a lot of people miss is when they're doing the hook, story, offer, they're missing the pattern interrupt, they're missing connecting the story to the pattern interrupt, they're missing creating the offer to something that is relevant to their audience, right? It, it's kind of like one of those things where you have a vacuum salesman that's knocking on your door and they're saying, 'Hey, buy my vacuum cleaner,' and then you slam the door in their face, and then they climb up the tree and go to your bedroom and they say, 'Hey, buy my vacuum cleaner.' Is that going to make, just because they did it in a different location or followed up with you, does it mean that they're actually, that you're actually going to be more interested in what they're have? No, right? And so that's why we need all of our ad copies to be congruent, right?"
"Mike said, 'You model in the ad what you are teaching in the story.' Absolutely. I made everything congeal together. So I'll give you guys another example. You guys are probably tired of me talking about this, but so many of my clients are, are doing this offer now that I started talking about it. So we wrote this ad copy two weeks ago for one of my fitness clients. He said, 'Hook: 90% of my clients lose weight by eating burritos. Yes, fatty, voluptuous burritos. The story: Remember the woman who ate Taco Bell every single day for 30 days and still lost weight? Everyone thought it was a fluke, but here's the truth: she understood her macros. It wasn't about starving or giving up the food she loved. It was about balancing her meals in a way that made her body work for her. For example, let's break down a burrito. Say it has 40 grams of carbs, 20 grams of protein, and 20 grams of fat. If you need to eat, let's say, 100 grams of protein, 150 grams of carb, blah, blah, blah, the weight melts off doing it this way. Want to try it for yourself without doing the math? For just $7, you can experience the first seven days of the burrito diet. First, I'll get you to fill out a quick intake form. Then I'll build you the exact protocol you need to hit your goals. Then I'll personally send you one burrito a day to eat. On average, my clients lose one pound per burrito. Easiest diet ever, LOL.'"
"What do you guys notice about this copy? Specific problem, specific person, yep. It's a simple story. Yes, Kaja actually caught something. Yes, it addresses the floor client, validating what other clients have done. Yeah, lots of great, lots of great elements here. Eliminating the things they don't, don't like. Yes, it's unbelievable but raises curiosity. Yes, Ann Marie, yep. Does anyone have any questions about hook, story, offer? Everyone good? Anyone have any good ideas for, for your, for your hook, story, offer ad?"
"Mr. Mike, okay, uh, can you hear me?"
"Yeah."
"What about the image in terms of what kind of image would you couple with those, uh, written ads?"
"Um, this depends, and that's going to be for another thing. Today, I just want you guys to get used to writing really, really great copy."
"Thanks."
"Yep, absolutely. Awesome. Okay, so let's go on, let's go on to the next one, very, very similar. The next one is hook, value, offer, okay? It's going to have a lot of the same elements, right? You still want to have some type of pattern interrupt hook, and you want to have the same offer, right? What can we do in our offer that makes people say, 'Ooh, this offer is different. This time will be different,' right?"
"So again, are ads really the issue? Maybe, maybe not. Value. And I am literally giving away the farm here in this value. Like I literally did, you know, D was spending $6,300 a month in ad spend, making roughly $11,000 each month for contact. She was running ads to a VSL for a fitness program. When I did a funnel audit, her numbers were pretty average. Here's what her numbers look like. Set a little bit more value here. Here's what we did: literally held nothing back to save her time. I added this process. Here was the results. This was a single campaign. She hasn't implemented my full ads ecosystem yet. Most of you guys aren't running the right funnel for your needs or budget. Want me to do the same for your business? Let's simplify your funnel and make ads work for where you are right now. Join my $7 program where I not only break down these funnel strategies, but I'll actually help you launch and optimize them over Zoom calls."
"Again, what do you guys, what do you guys notice about this ad copy? Yeah, this is very similar to my 'how it works' template. Yeah, but what, what, what is it that you guys notice about this script? The value. What do you guys notice about the value? Social proof, yep, 100%. I gave away the farm. Yes, Mike nailed it. I didn't worry about whether or not, 'Oh, I'm giving too, I'm giving them the, the exact process.' A lot of us are always so scared to give away the value. What does it say to my audience when they see, when they see a script like this? As a matter of fact, this script right here, even though it's promoting my $7 program, I got 11 Lean on Laurel applications after I posted this ad. Why do you think that happened?"
"Got nothing to hide. Trust. If she gives this for free, I wonder how good her paid stuff is. Yep, you're transparent and confident in your process. What's the big, what's the big thing? I'll tell you guys, so there's a couple of different nuances here. One, the people who applied for Lean on Laurel read this and said, 'This is me,' because I was so specific in who I was calling out and who I was talking about. All 11 people literally told me that they saw this and they were like, 'This was me.' And because I told them everything that I was going to do, I proved to them why time would be different, right? Because there's so many people who are actively in your audience right now. Most of the people in your audience have already invested in what you sell. Almost every single person in the room right here, your audience has already invested in what you're selling right now. And so it's not about just offering them a solution or offering them an irresistible offer. It's about proving that this time will be different if they give you their credit card. And that is right here why the hook, value, offer script is by far my favorite."
"So the two ad frameworks that I just taught you guys, hook, story, offer, hook, value, offer, these are text ads. I've just showed you guys two examples of text ads, right? But they would also make really great video ads, okay? So now I've given you guys two text frameworks. What do you guys think is my favorite framework? You guys know me. What's, what do you think is my favorite framework? Video, and more specifically, short copy, long video framework. Why do I like short copy, long video? Does anyone want to take a stab at why I like short copy, long video? There's a couple of different reasons why I like the next thing that we're going to talk about."
"No one wants to take a stab at why I like short form, long video? Yes, one of them, yes, build an invisible list. Yep, Kacha says, 'You're showing them, not just talking about it.' Less chance for the ads to get rejected. Monica nailed it. Love it. Like, especially whenever I get people, um, like Ann Marie, I get people like Miss Deborah, the first thing I have them do is we're going to do video ads before we launch any text ads, because if we use short copy, fitness ads too, too, I always have my fitness clients launch video ads first because there's less chance for your ads to get rejected. The more copy in your text, the more copy on your landing page, the higher the chance that your ads are going to get rejected, right? That's one of the big elements of why I like short copy, long video."
"I really like long video as well because of the saying, you know how, uh, they always say it takes, uh, about three dates for someone to, to sleep with you? It's kind of that same thing. It takes six or seven hours of exposure before people make a decision on whether or not to commit. The more video that I can get people to watch in the fastest time, they're going to buy from me. And so I love short copy, long video for those reasons, and it helps you build trust. You can fake copy all day long. If you utilize my power content framework, and we'll talk a little bit about different ways to do that here in the next phase, you will win, guys. Like, going into 2025, there's so many people that are like, because one of my friends, like I told you, she's, uh, she's throwing rocks at me hard. We're good friends, Evelyn Weiss, you guys know Evelyn, right? She's throwing rocks at me hardcore right now. She's like, 'Every,' she's like, 'I'm throwing,' and she even admits it, right? We just had a jam, we're jamming again next week. Um, she's hardcore throwing rocks because so many people don't want to do video. And so she's like, 'I'm going to take Laurel's audience that doesn't like to do video.' And so I'm like, 'Cool, I'm going to go even harder in on video,' because everything that's happening with the Chrome browsers and all of this stuff, have you guys noticed, has anyone else noticed that your pixel audience is dwindling down? Anyone notice that your targeting might not work as, as well as it used to?"
"So here's what's going on: your conversions are being tracked via the pixel, but Chrome, Firefox, iOS, they're not setting your retargeting pixels. The pixels are get, the, the cookies are getting cr, they're, they're getting destroyed. Um, and so that's why I like video. It's first-party data. The browsers are actually deleting third-party data, so that's your retargeting audiences. And so, yeah, the cookies are crumbled, right? Yeah. And so anytime that I get an opportunity to do an ad, I'm going to do video. You're going to see me probably skew more to YouTube, YouTube video, because there's so many people who are like, 'I don't want to do video.' And I, I think that there's a lack of female marketers who are using YouTube video. So you guys are going to see much more YouTube videos coming from me. You're also going to see much more video ads coming as well because of this issue. I hate the fact that like people are spending thousands and thousands of dollars sending people to a landing page and they can't retarget the different parts of the funnel because of the, the loss of the, the cookies. Um, so Kaji just says, 'What would be considered a long video? 10 plus minutes?' Yeah, power content. I always say three to five minutes because three to five minutes in, in, in today's space is long. B is a long video, right? Because everyone wants to do shorts. Um, I love doing videos, yeah, Ann Marie, I love doing videos as well. Um, and so what we're going to talk about next in the next phase is the different types of power content. I like to call them power content. So here's the difference between top of funnel power content and middle of funnel power content, okay? Is middle of funnel power content could be as long as you want, and it can have a direct call to action on it. So if I'm doing middle of funnel power content, meaning I'm doing it to my warm audience, I could let that sucker go for 45 minutes, and I could pitch booking a call, I could pitch Lean on Laurel, I could also pitch a value bomb, though there's no rules. Um, but middle of funnel power content doesn't have to be a certain amount of length. I always just say a video needs to be as long as it needs to be. Now, here's one of the things that I like to do. We're just going to talk about a couple of different options here. So..."
Like I said, I just showed you guys the hook, story, offer. And then hook, value, offer. Those can be intertwined. Those could also be your video frameworks. And so anytime that I'm doing video, I'm throwing it into ChatGPT and I'm like, "Can you make a written WR version of this video that's just my style?" But then you could also, the opposite is true too. You could write out the copy and then tell ChatGPT to write a video version of this.
Um, so let me actually get my iPad again. Does anyone have any questions about copy frameworks? Because now I'm going to teach you guys how to take those copy frameworks and have an unlimited amount of ads. You guys cool with that? How many of you guys, I want to know, um, just so, just so that I know how deep I have to go into this next part, how many of you guys have actually done, um, Nick Peterson's stealth influence exercise? Okay, okay. Dr. Gina, I see yes. Okay, okay. So there's a certain amount. So I'm gonna, I'm gonna try to. Are there any noes here? Are there any noes? Just so, okay, cool. There's a couple of noes. Okay, I'm gonna, I'm gonna make it as easy as possible. That's going to be the homework for those of you guys, and I will link it with the replay, um, for you guys to watch if you, if you haven't seen it yet, um, because it, it will be super helpful. Um, let me go here, and then we'll go here.
Okie dokie. Okay, now let's switch gears. Okay, this is going to be phase three. Okay, now this doesn't matter whether this is a text ad, whether this is a video ad, whether this is top of funnel, whether this is middle of funnel. Meaning, it doesn't matter whether this is going to cold traffic, whether it's going to warm traffic. It doesn't matter whether it's a text ad or it's a video ad. Just talking about ads in general, okay? There are four different ways that we as humans digest information, and it's all different. Okay? So let's say that this ad is about webinars. Okay? If I put this ad out in front of, let's just say Russell Brunson's audience, right? If you're following Russell Brunson, chances are you've ran a webinar before, right? There are four different ways that people can digest this information, right? So if we have Russell Brunson, so let's say this circle represents all of Russell Brunson's audience, right? There's going to be some people who are going to digest information better when you talk about numbers. These are people who are analytical. They are also people who digest information that's more actionable. These are the how-to videos. I love how-to videos. I will sit there and watch a whole bunch of how-to videos that I don't need to watch, right? There are some people who digest information more aspirationally through storytelling. And then there are some people who digest more information through an anthropological standpoint, based on human behavior, like the psychology. Okay? So let's say I have this ad right here, and it's about webinars. I should do four different variations on this ad if I want to capitalize on Russell Brunson's audience, right? Because there's some people that are going to, that are going to identify with an analytical standpoint. There's going to be some that are going to like the more actionable. There's going to be some that are going to be the more aspirational. And then there's going to be some that are going to be more anthropological, based on human behavior.
So let's say that I have an ad and let's say, um, analytical. This $5 ad brought in 20 booked calls, right? That's going to be the more analytical. Okay? The next angle, I'm going to do the exact same video, but I'm going to do it from an actionable standpoint. Right? "Here's how to launch a $5 ad that will revive a dead webinar funnel." It's an actionable. It's the same video. Then I might have an aspirational, "Here's how Emma launched a $5 ad for her business review company and made six figures." And then anthropological is, "Here's why, even though a $5 ad is the cheapest ad and most profitable, here's why some people will never take that next step to launching it." It's based upon human behavior. And so if I launch this one video topic, it's going to make sure that if I'm targeting Russell Brunson, it's going to cover that entire audience pocket.
How many of you guys have ever launched an ad and you've noticed that your audience size is like 2 million people, but yet your reach is only like 300K, and the same 300,000 people are seeing the same ad over and over again? It's because of the way that Facebook optimizes. If I, if this is Russell Brunson's audience, and I only have one ad running, it's going to hit this audience over and over again. Just because you're targeting all of this audience, Facebook is going to optimize it for the people who are, who are going to watch it, who are most likely to watch it. That's why we need multiple angles and multiple variations. This would be variations. The ad angle would be the webinar ad. Does that make sense to everybody? So you can use this framework right here whether you're doing it for warm traffic, or whether you're doing it for your middle of funnel, your, or your cold traffic, right? Because if you're trying to reach all of Russell Brunson's people, you might have four different variations on the same power content video. It's going to give you a better chance of reaching this entire audience. Okay? So this is, that's the 4A framework. And so now, remember how I taught you guys how to do that 15 pieces of content exercise? That kind of like talks about the 15 different problems. If you haven't, um, it's, it's in the $7 program, but that's why you can turn 15 pieces of content easily into 60 because of this framework right here.
So now let's use that same example, right? So we have this webinar ad. Now, the two frameworks that I'm going to teach you next, I mostly use them for warm traffic. Do you have to use them for warm traffic? Absolutely not. You could use them for cold traffic too. And by the way, this is all, everything that I'm teaching you right now is all in that stealth influence training. And like I said, I'm going to link it to you guys in the replay here for those of you guys who haven't watched it yet. But let's say we do have this webinar ad, right? There are four different types of objections that people have. They have a time objection, a money objection, right? Most of you guys are familiar. People are say, "I don't have time," or "I don't have the money." The next two are often the ones that people ignore the most. It's the effort and sacrifice. So as we are building these out, whether you're doing your hot seven or your boosted post, if I have one ad or I have one post, now remember, I use ads and content interchangeably. To me, content is free advertising, and ads are paid organic. I use them interchangeably. So it doesn't matter whether I'm posting this organically, whether I'm using the hot seven, whether I'm using boosted post, I'm always going to make four different versions. I'm going to do this webinar ad for the people who have a time objection, right? I'll say, "You can literally launch this $5 ad in the next five minutes and recover 40% of your budget." Right? The money objection, "You can launch this $5 ad and increase your ROAS by up to 40X." Effort, "You can literally launch this $5 ad only using a video that you could shoot in the next two minutes, right?" Sacrifice, "What does this person have to give up?" Well, nothing. If you just do this in the next five minutes, it's pretty easy. You don't have to sacrifice your money. You don't have to sacrifice your time. You launch this ad and just let it run. Set it and forget it. You don't have to sacrifice anything else. And so anytime that I'm writing my retargeting or my warm content, I'm always going to try to fit in a time objection, a money objection, an effort objection, or a sacrifice objection.
Now, I said something a while ago. What is the one thing that we have to prove to our audience if we want them to buy from us? What did I say a while ago? What's the one thing that we need them? Yep. I love how you guys are, you guys are listening. I love this. Okay, we have to prove to them that this time will be different. Okay, I love this exercise so much that I'm about to show you guys, and my mentor calls it the belief buster, okay? Because for all of these objections that we have right here, there's always going to be a false belief behind that objection. Okay? So one of my favorite frameworks is, you have, what do we need them to believe? What do they believe instead? What is the experience that gave them that belief? What, what is the story they tell themselves because of that belief? And how could I show them the Black Swan? Meaning, if they've always been told that a webinar is the only way to make money, and I show them another way to make money, I've just showed them a Black Swan. Okay? So this often comes with your client success stories. I'll walk you guys through how this, how this works, right? Remember, our main thing is we want to prove that this time will be different, okay? So what do I need people to believe? So before people even buy my $7 program, I have to come up and and eliminate so many false beliefs. Even though the program is only $7 a month, there are so many naysayers out there. I need them to believe that a $5 ad works. Okay? What do they believe instead? That they have to launch at $100 a day. What is the experience that gave them that belief? Well, maybe they joined a big box coaching program, and they built them a webinar, and they told them that in order to make any money, you have to spend money. And so the story that they tell themselves is, they, there's no way that they can run that webinar funnel because their family needs to make rent. They need to buy groceries. If I spend all of this money on this webinar funnel, my husband is going to be mad at me. My family is going to think I'm crazy. My family is going to lose all of our savings if this doesn't work. But if I tell them the story about Anthony, I, I don't think Anthony's on here. Anthony's been with me. He was one of my first Lean on Laurel students. He started, uh, six years ago, one of my long-lifers. Anthony launched a $5 power content ad for his high-ticket coaching program, and within two weeks, he had sold six people into that high-ticket coaching program with a simple $5 ad. If I tell Anthony's story, I have just showed them a Black Swan. I have just showed them that this time will be different. Does that make sense? And so this is one of the most powerful frameworks, right? What do we need them to believe? What do they believe instead? What is the experience that gave them that false belief? What is the story that they now tell themselves? And how could we show them that Black Swan? Right? There's so many salespeople who will teach you guys all of these crazy sales tactics on how to bust through objections, right? But what happens if we bust a ton of objections and never eliminate that false belief? What do you think that leads to? Right? So I'll give you guys an example. It's one of my mentor's favorite stories. At least it's my favorite story that he told me a long time ago, and he'll tell you he doesn't remember saying this, but it's one of the, it's one of the stories that have stuck, stuck in my head about this exercise the longest, right? If you have a, if you have a fitness coach, and and there's a mom on a sales call, and she just keeps saying that she doesn't have time to put into her fitness at all, and that sale, and he's reading that sales script hard, right? And he's like, "God, he's like, you know, aren't you, you shouldn't have to ask your husband for money, right? Aren't you, like, you have your own money? Don't you, don't you want to take care of yourself? Don't you want to look great? Like, don't you want to like," he's hammering that script, right? And so he ends up selling her into this $5,000 program. And what do you think's going to happen? The first time that she leaves to go to the gym, and her kid starts kicking and screaming, saying, "Mommy, please don't go. Please don't go." And she doesn't go, right? It's always the dang children, right? They mess up everything. And so, but what if another fitness coach takes that woman and says, "Why do you think you don't have time to go to the gym?" And and she tells him, he's like, "Well, let me tell you a story about my client Linda. She had the same issue. Every time she left to go to the gym, her kid kicked and screamed, kicked and screamed. And so what I did was, I told her, I said, 'Hey, bring your kid in.'" And so she brought her kid in, and I had a talk with the kid. And I said, "Hey, how would you like Mommy to be able to play with you every single day? Hide and what's your favorite game?" And the little kid says, "Hide and Go Seek." "How how would you like Mommy to play hide-and-go-seek with you every single day?" And the kid lights up. And he's like, "What if I could promise that? But here's the thing, Mommy's gonna have to come spend time with me every single day at the gym. Is that okay with you if Mommy comes to the gym and spends like three months with me, and then I can guarantee that Mommy's gonna play with you every single day? Would that be okay?" And the kid's like, "Okay, cool." And so Linda never had that issue again. What have I just done with that woman? With that prospect on the phone? What have I done with any prospects that I tell that story in an ad? What have, what have I just done? I've changed her belief structure, and I told her why this time will be different. Yeah, I busted her belief. I told her this time will be different because we can do the same thing with your kid. And so if we always keep all of these frameworks, right? Notice how I didn't teach you guys any quote script templates. I, I'm just teaching you guys frameworks, right? But what do we have to know and have in place for all of this to come together? We have to know, guys, exactly who we're talking to. If you don't know who you're talking to, none of this will work. You have to know that knowledge about your prospects. And I will say this, I know it's tempting to go to ChatGPT and ask ChatGPT, but I will say this, there's nothing better than literally talking to your clients and telling them and and having them tell you exactly what their fears are, what are their pain points, what do they not want to do. ChatGPT is pretty smart, but there's nothing, there's nothing that's going to beat having conversations with your ideal clients, because ChatGPT only knows general information. You're going to find something special that you're going to find a common thread with everyone that you talk to that ChatGPT will never find, right? Like that's what Mandy was talking about a while ago, right? The black sheep thing. That's not something that ChatGPT is going to be able to tell you. That's what you're going to find by talking to people. You're going to notice that common thread of misfits, and they're going to all have this one common thing, and it's not just going to be being a misfit. There's going to be another common thread, and that's going to be your marketing angle. Yeah, like David said, transcripts, recordings of onboarding calls, and GPT is amazing. Yeah, that's why I interview like when people come in to Lean on Laurel. As a matter of fact, I did one right before I had this call. I interview the people who come into Laurel and I feed it to ChatGPT because it's in their own words. They're telling their own story. They're telling their own thing. Instead of me going in, inputting ideas into ChatGPT, I'm talking to my clients and I'm interviewing them, and I'm asking them questions, and then I'm pulling out all of the best of the best that makes them unique, right? Because if I have a whole bunch of fitness clients, which I do inside of Lean on Laurel, if I'm talking to ChatGPT, I'm just going to pull a lot of just generic fitness information from ChatGPT. But all of my fitness clients are very, very different with their own stories. Your clients all have their own stories, right? And so was this helpful today? Does everyone, does every, does what was it? I am going to, let's see. I'm gonna allow you guys to unmute yourself and we'll just, we'll just kind of jam here. I've got, I've got about 20 minutes or so. Laurel, can I ask you something about validating the offer? I know that's not what you're talking about a second, but Okay, 100%. When you say validating the offer, is having sold something through cold traffic? Well, if, like for instance, with the business I'm doing now, it's different than the one I had before. So I haven't even run an ad yet. So how do you, how does that work? How do I validate it if I haven't sold anything through an ad with it yet? Yep. So you have to run the ads for the validation test, okay? So inside the $7 program, in phase two, there's, uh, low ticket offer validation and high ticket offer validation, okay? All right, that makes sense. Thank you. Yeah, you're very welcome. You know, that's a, that's a very common thing, um, because because people, people, a lot, a lot of people come to me and they're like, "Laurel, I've been selling this offer for 10 years," and I'm like, "Well, how'd you sell the offer?" And they're like, "Well, in person or on stage." And I'm like, "Ooh, cold traffic is going to be so different because when you speak on stage, you're borrowing someone else's authority, right? Because someone," and so like that's why we have to, like, true validation is getting someone who's never heard of you, they don't like you or trust you, and them being able to see the offer and being like, "I want this," and then them paying for it, okay? Perfect. Thank you. Yeah, absolutely. Mr. Mike, yeah, not sure if you wanted to do this in another setting or not, but going back to the images that you would put together with the, uh, with the written ads, I guess when you have a video, it may be a thumbnail of the video, but what about just the written ad? Any thoughts on the images? I don't want to talk creatives. I want to keep this all copywriting because other than it's going to open the gate for everything else that we haven't talked about today, but we will, we will have a creative workshop for sure. And I'll say something for the other people. It's like, this is super helpful because I've been listening to what you say over and over again. It's like the layers of paint, you know, in order to have like a solid paint, you need several layers. So for people who are like, "Ah, what?" Just stick with it, you know, keep going on it, stay with it, and you will gel. So thanks. Yeah, absolutely. You know, one of my favorite ways you guys want me to give you one of my favorite ways to write copy is I literally do talk to text on Google Docs. Like, so one of my, one of my favorite frameworks is I open up a Google Doc and I get my phone, and you do talk to text, and I literally think in my head, I'm like, "Okay, what was the person who's about to see this ad doing five minutes before they saw this ad?" And I just talk to Google Docs and I say, "Hey, this is doing this." As a matter of fact, now I do it through ChatGPT because I like talking to ChatGPT, and I'm like, "ChatGPT, I'm going to give you a list of the things." Actually, who asked for the prompts a while ago? Here's, here's one of my favorite prompts, okay? Let me, I, I'll do it naturally with my phone, right? So I'll say, "Hey, chat, I was like, all of these people were doing the following things five minutes before they saw my ad," and I'll just start naming things. And I was like, "Don't do anything with that yet." The next thing that I'm going to tell you is, if I saw this person at a bar in happy hour, and they were watching a YouTube video of how my solution can actually help them, I'm going to give you a couple of things that I would say right out the gate that would get their attention. And then I tell it, and then what I do is I say, "Hey, chat, which one of those do you think is the most powerful when it comes to attracting people who are running a VSSL and are getting two to three times their return on ad spend?" And she'll tell me three or five. I was like, "Okay, I like number three a lot. Let's jam on that." And I talk to it just like I'm a person. And I'll say, "Hey, I really like the hook XYZ, blah, blah, blah, blah, blah." And she'll be like, "I've just created five other versions of this." And then I'll be like, "Here's what I want to say." And I literally just talk back and forth. Now, what am I, how am I using ChatGPT different than a lot of the ways that other people are teaching it? I'm not using it for ideation. I'm using it for acceleration. I'm not saying, "Hey, give me some ideas for doing blah, blah, blah." I'm giving it the information that I want it to sort through. I'm, yes, exactly. I'm providing the original content. And so that's how, that's how I use ChatGPT. I use the voice, um, as a matter of fact, one of my students, um, Maggie, have you guys seen Maggie's ads with my face in them lately? Um, one day I was telling her how I was using ChatGPT, and she's like, "Girl, she's like, why aren't you doing this?" She sent me a five-minute Loom video, and I was like, "Holy crap, changed my life." I didn't even know the voice text thing was there. I was like, typing. I was like, typing every day. And she's like, "Girl, like, you're so good at like talking." And so, but that's the, that's the way that I use ChatGPT, and I do it using this. And I will tell it, "Hey, I like this angle. Can you give me an analytical, aspirational, anthropological?" And I literally talk to it utilizing the same stuff that we, that we just went over. Yep. Use chat to amplify and multiply. Absolutely. TC, hey Laurel, greens. So, you know, my, uh, product is a higher-end type of product. It's a $6,000 buy-in for a business funding consultant. And I'm just have my own story. Like, I don't have, like, my own client story to use in the angle to say, "Hey, this is what I do with my client here." So I'm using my own results, my own story. Have you found there to be a difference across, like, your clients when they're just using like their own stories, or should I just test it anyway and see? I, well, one, you should always test it. But I will say this, like, people resonate so hard with personal, like your own story, okay? It's a great start. Like, there is no, like, think about this. There is no better testimonial than someone doing the thing for themselves that they're doing for other people, okay? Okay. All righty. Thank you. Yeah, great question. Yeah, you're always your best case study, always, right? Because they always, and I don't find this to be true because I think there are some good coaches who don't necessarily have to do the skill themselves, like they're just good at teaching the other things, but I do believe that having your own personal story is always the best starting point. Mr. Mike, yeah, I just thought about what you said in terms of asking Chat GPT to rewrite within an analytical versus eological and so on. I mean, maybe you have done it, but you could actually create a custom GPT for that so that it has all the knowledge about those four frames, and then it would just just feed the your original copy and then it just creates the durations of that. 100%. Yep. You absolutely can do that. Anyone else have any questions? Everyone is everyone going to go home and write an ad today? Cuz right, there's no point, right? I would love nothing more than you guys to flood the accountability. Do you like, I, I think I called it accountability Club in Success Finder. I would love nothing more than to see all of you guys flood it with just ads. Oh, Monica. Okay, let's hear it. Monica. Monica's amazing, by the way, with AI. Have you guys done one of Monica's AI classes? She did one with Eve a couple of weeks ago in the $7 program, but if you guys haven't seen Monica's AI stuff, it's really good. She, she's like one of the queens of GPTs, right there. Um, I actually wrote it in a Google Doc. Do you mind if I share the Google Doc? Go for it. I would love nothing more if anyone else wrote an ad. Hell yeah, let's do this. That's why we're here, right? I don't know how good it is, but hey, you know what? That's the only way to get better, right? Is to ask for critique. All right, here's my Google Doc. Let's see. Okay, me share my screen. Okay, hook. There's nothing more frustrating than watching YouTube videos to learn how to start and grow an AI business. YouTube videos are great to get ideas and see the cool stuff you can achieve with AI, but they don't give the details on what to do and the exact steps to take. Since anyone can upload content to YouTube, um, I'm missing the story. What's the story? Well, I kind of thought this is the story, not story story, in real story, but this is, you know, how it goes generally. You know, we go in to YouTube University and we try to learn stuff, but it's not happening because, you know, most of the information is not there, right? So we want to, so we want to tell a story to connect people as to why they should buy the thing. So what would be, so there's nothing more, so let's, let's actually like talk about this. The, there's nothing, how do you guys feel about this hook? "There's nothing more frustrating than watching YouTube videos to learn how to start and grow an AI business." What do you guys feel about that hook? Is it a good pattern interrupt? It's a bit wordy. Me, Scott, what's me about it? And Monica, by the way, thank you for. Do I think this is a great way to end this call is by going through this copy, so thank you for being brave. Um, for me, it's, it's pretty, pretty broad. Like, yeah, there's no specific problem or person being spoken to. It's just, there's nothing that makes me stop the scroll, right? There's no element, there's no pattern interrupt to it. Okay, so if I want to throw stones at YouTube, how would I do it? Why do you want to throw stones at YouTube? Why is that your? I don't know because a lot of people that I talk to that come into my community, they've gone and watched YouTube videos to, you know, try and do it themselves. Is it, is it the fact that they're watching the wrong YouTube videos, or is it the guru themselves that's teaching shitty tactics with AI? Um, there's everything is really vague. Um, and a lot of, and, and the other thing is, there's a lot of 20-year-olds that posting these videos, and people are like, "You're, you're younger than my son," for example, you know? And, and a lot of women are finding it intimidating that there's like 95% of males in the industry. So you could, you could like, a good, a good hook, right, could be, "Most people are getting their AI information from AI experts who were in diapers when I started using." But you see, but you see how your first is to laugh and you're like, "Huh, that's true." But you see how it's a little, it's a little bit more controversial. Oh, absolutely. Yeah, yeah. I'm, at the best of times, I'm a really shitty copywriter. So, we all, we all are. That's why, that's why we're all sitting in this room right now, right? We want to, we want to get better. But yeah, like a really great copywriter, like a really great pattern interrupt, you could literally say, "90% of the AI videos on on YouTube are complete trash." Right? No, I like the expert in diapers. Mhm. Why do you like it? Because it's something that you, it's funny. Yeah, it's funny. And I would have never thought of that, like, never. Even though I kind of said it, but see, that's what you need. That's what you need. Like, you want this person, and that's what, what a good pattern interrupt and a good hook does. You read it and you're like, "This is me. Oh my God, I had the same thought." That's what you want people to say when they see, they see that first line. And then you want to tell a story, maybe about a mishap, like, like of a client who followed this AI, this 20-year-old AI expert's advice and completely got wrecked, right? That would be a story that someone can, that someone can connect with. Yeah, I don't have. That's what we're looking, that's what we're looking for when we're doing these ads, especially the story element. It has to have connection, right? Like people, when you guys read, like the whole Trump thing, everyone was like, "Oh yeah, I experienced this," right? Like, whether you like Trump or hate him, everyone understood and connected with that story because they saw it play out in real time. And that's what, that's what's the hard part about the story element is that there's so many people who are like, "Oh, I know how to do that," but they don't really know how to tell that, you know, that that story element to it and actually weave it into how it relates to their offer and how it relates to the pattern interrupt. Yeah, I, I'm not a storyteller. I don't know how to do it. That's why I'm here. That's why I'm, you know, just putting my. You know what, though? You did the work, and you did, like, that's that work right there. And now you're leaving this call with some copy to go try. Excellent. Yeah, thank you very much. Um, yeah, you're very welcome. So, so can you, can you tell a story? Do you have, have you talked to anyone who's like, "Man, I watched that YouTube video, it was total trash," and I try, like, I tried it and like, it just, well, not really as a story that I can tell in several sentences. People just say that, you know, they, they don't trust the 20-year-olds because, you know, for whatever reason. But there's no like, real story that will grab people's attention and will hold it. I bet you you could probably find a really crazy story about how someone followed a you, a, a chat, you know, a you, an AI YouTuber and got really bad advice and it wrecked them somehow. I'll have to ask my community and I'll see if anybody has anything to share. Yes, see, yes, see, that's what she, that's what she, she's going to go back and ask her community. That's the best way to get all of these stories. Excellent. Thank you. Yeah, absolutely. And yeah, sure, I'll, I'll share this with you guys. Let's see. Did anyone else do the homework while they were on this call today? Kaja, Kaja, how do you, how do you say your name again, sorry? Kya, Kata. Yeah, um, so I have a question. Um, I, um, when I record the ads, I usually just free speak. I don't read the transcript or anything. I have a feeling that I'm getting a bit long-winded for the meat and the potatoes. How do I know if that's true or not? You'll see the drop-off in the ads manager, okay? Yeah. Um, that's okay. That happens. That happens whenever you're you're just kind of free jamming. Um, one of the things that I do, and I still do this, y'all, I still do this. I walk around my office for about 30, 30 minutes every single day, and I practice my presentation skills, and I just practice every day. Even now, like, I'm six years in, and I'm still walking around my office for 30 minutes a day practicing my my presentation skills, and I get tighter and tighter and tighter as far as like presenting the information. So like, hook rate, hold rate, that's all good for my, uh, numbers. And then what do I just look at? 70%, uh, views or whatever? You're just, you're just going to look, you're just going to look across to see how long people are watching the video, and you'll see, you'll easily be able to see where they drop off, okay? Perfect. Thank you. Yeah, you're very welcome. Awesome. Great training today for you guys. I hope you guys go and post the homework. I had fun. Did you guys have fun? Are you guys digging momentum? Awesome. Got some more stuff. Um, probably gonna do a couple of pop-ups too. So I never have set stuff for calls. I mean, most for the most part, there's going to be set times, but I'll always in the accountability club, if anything pops up, I'll always tag you guys. Um, if you're in Lean on Laurel, I always put them in Voxer, but, um, how many of you guys, do you guys know how to turn on your notifications in Success Finder? Like, my favorite way to turn on the notifications is have SMS so that, like, for instance, like my mentor has a, has a, um, has a community in the Success Finder too, and I don't want to miss anything that Nick posts, so I have SMS because I don't check email. So Success Finder sends me an SMS anytime Nick posts. So if you guys go up into your profile notifications, you could actually set notifications for either email or SMS. That way you don't miss if I do, because as Lean on Laurel students know, I I love doing pop-ups because one day, tomorrow, I might be like, "Oh, shit, I need to re-record this." I'm just going to invite all of my, all of my students to come and watch while I re-record. So I'm always doing stuff like that. So that's why I told you guys, some months we might have five workshops, some months we might have 10, and you don't have to attend them all, but you guys will always get the replays. But, um, does anyone have any questions? Has any, is anyone like having any trouble maneuvering Success Finder or anything like that? Because like I said, we're still working out some of the bugs in the platform because it is our, it is our platform. So, um, the other day, I don't know, so you, you guys might find this funny. So, you know how I'm doing, have you guys found the audio drops that I've been doing every single day? Yesterday, I noticed that a couple of my audio drops were only one second long, and I'm like, "That's weird." And so I played them, and it's my business partner Brandon going, "Test, test." I don't know for what reason, he like overrode a whole bunch of my audio drops, and I had to go and re-record them. So see, even like, even things happen like in the backend where it's like, so if you see anything weird, don't hesitate to reach out to me because we're still working out bugs on the platform and stuff like that. Um, let's see. Dr. Gina says, "Working away over here. Hooks first. Now a couple of stories. CTA is easy. Brain dump, then plug-and-play." Yeah, I love that. Well, awesome. Well, I will see you guys later. Um, did you guys see the offer? We're gonna do an offer blitz here in the next couple of weeks. It's on the calendar. It's going to be a three-day blitz, all about the offer. So if today you were like, "Oh my gosh, I want Laurel to go deeper on offer creation and all that fun stuff," um, we're going to have a three-day offer blitz here coming up soon. So, um, I think that's the next time I will see you guys. But you guys have an amazing rest of your day, and the replay and the stealth influence replay will be up shortly for you guys. Bye, guys. You're very welcome.