Why People Buy: How to Setup any Product for Success through Story Marketing | AWeurope 2018

Yup, nice. Tech, can you reset the timer? There’s a 5-minute timer on my stage, if we can reset that. That’ll be great. Anyway, what’s up, guys? I know it’s been a bit tiring for some of you.
Some of you are excited for the next speech. Some of you are just waiting to go out
and meet your friends. Some of you are excited for specific speakers.
And it’s funny because the first moments of every speech are very, very interesting in a way. Some of you might know me, some of you don’t.
I’m gonna give an introduction to myself soon. But it’s crazy that the first 5 seconds or even 10 or 20, where you see someone, you already kind of develop a mental structure of who you think that person is. What his story is, what his past is like. Is he one of those gurus is? Is he actually making money? Is he just some guy to fill in a spot? It only takes five seconds to kind of get
a mental image of someone, so before I get started,
I’m just going to show you a few pictures and I just want you to look at them
and try to see what you feel. Just try to feel inside what’s going on in this picture. That’s me with a Lambo. Lambo Huracán. Rented. It’s not mine. I don’t have a car. We actually crashed it on the highway, as well, one day. We had to pay like 4,500 on the rims but I’m not gonna get into that story. Once people see a picture like this, there’s a few types of people. Some of them are always one of those guys that takes pictures with supercars, Some of you might be influenced by it. “Oh, I wish I was, I got to that point.
I wish I had a supercar.” Some of you just don’t give a shit, which is fine. But here’s another picture. Here I am in Thailand. I have a GoPro on my head. I’m eating a cornstick and I have a smoothie on the left. So I call this the Thailand tourist starter pack. You can always see a tourist with these three essentials. Here’s another picture. Just a serious face. Thoughts that come up, “Oh, cool. Photogenic guy.” Really nice. Seems serious. Eyesight on point. But then you have something like this. I don’t even know what’s going on anymore, honestly. Where I’m actually going with this is, no, I’m not trying to just show you some random pictures. I want you to understand that behind
every not only person and products or any figure, there’s something behind it.
Most of the time you don’t really know what it is. You just assume it from the image that you see in front of you and from the mental labels that you already have in your mind. So with that being said, guys, I want to jump right into the subject and that is how to find winning products. With a raise of hands, who found their winning product already? With a raise of hands. Winning product, meaning that product that scales, that generated you guys 6-figures, low 6-figures, whatever it is. Raise your hands high. Awesome. Now the thing is, about a winning product,
and it’s the same with e-commerce, Shopify, affiliate marketing, is that it’s that moment when you know that you have a winning product. You see from the $5 that you spent on your ads that this is gonna be a winner. Sell for $3, sell for $1.5, clicks for cents. You know that I’m gonna scale this to the moon.
It’s gonna go to 6-figures, $500,000, 1 million. You’re excited. It’s like that jackpot moment where you know you just hit the jackpot. But the thing is, is that that’s complete bullshit because there’s no such thing as winning products. There actually isn’t. Yes, there are campaigns and products that will make you a lot of money But the truth is is that winning products have actually nothing to do with the product. Now I don’t know why people still call it “winning products” because, at the end of the day, it is a product that is making us money. But once you understand why it is successful and why it is making you that money that’s where you move forward from just being an advertising marketer to actually being a CEO. Somebody that actually has, that actually generates sums of money without volatility. I’m not gonna lie. There’s always gonna be volatility,
but when you control it the volatility is much less
and you have much more self-confidence in what you do because you’re no longer playing a numbers game. You’re actually taking steps forward with these products or with these campaigns.
You actually know what’s going on. Now not long ago, I really had an epiphany while looking at my account, my ad account. This is crazy, by the way. You guys are gonna be in shock from what I’m gonna show you. I’m not even joking. Because the thing is is that there is something that a lot of people haven’t noticed and what’s crazy This is insane, alright? What’s crazy is that You actually have it on your ad account.
Now, I’m gonna take a quick sip of water and I’m gonna show you something.
But the thing is is that this can’t leave this room. Because once you actually know this, holy shit, your minds are gonna be blown. Wow. I’m already like whoa. So crazy. Now, it’s basically a secret that 99% of advertisers don’t know as weird as it sounds,
and it all starts in your ad manager. There’s a simple ad account manager, Facebook ads, whoever does Facebook ads
knows what they’re looking at. You got your reach you got your impressions, but there is one thing that people haven’t noticed here and when I saw it, my whole life changed. Look closely. It’s in that red box. Do you see it? You see it? Well, I’ll zoom in.
Do you see it now? Wait, do you see it? People!
We’re advertising to people! It’s not numbers! Crazy! We’re actually running ads to people with fucking fears and desires and feelings and with a story, and this is crazy because everybody looks at their ad account like a game. It’s like, that’s the reach, that’s many “people”.
That’s how many numbers I saw. That’s the amount of money that came into my bank account, but they don’t understand that the other side is an actual person. It’s not a robot. It’s not if you optimise for purchases, you’re gonna get purchases. It doesn’t work like that. Facebook doesn’t turn the other person
on the other side into a buyer. It doesn’t work like that. And that’s the bane issue with advertisers and marketers is that they take too much.
They put too much responsibility not on themselves or on their business,
but on ad account and the product instead of creating a story. Now I’m gonna give a quick introduction to myself. I’m gonna do it really fast because in my opinion that’s unnecessary at this point. I’ve been like the panel before and like I said, it’s not really about the current situation. It’s about what you actually do with the information. But in a nutshell, I run a Facebook Ads agency, social media agency. I run e-commerce stores funnels, product funnels.
We’re mostly not focused on just finding random products.
We try to brand them and create a story and an angle behind them.
That’s the main thing that we do. It’s not about just copy-pasting from AliExpress
and hoping it’s gonna work. I run an education company?
I run a 45 or 50,000, I think now Facebook group called “The Facebook Ads group”.
Very original. And yeah, here’s a bit of history.
Here’s me as a little boy. Here’s me as a teenager. Here’s me as another teenager. Here’s me on the news, because of course everybody has to have some pictures on the news, and here’s some revenue screenshots.
A lot of revenue screenshots. Whoo, he makes money. Yeah, he knows what he’s talking about. Yeah. Whoo. Boom. Awesome. Here’s a picture of me eating a bucket of gummy bears. Completely non-related to what you’ve just seen, but it doesn’t matter. Now back to the subject. Winning products really have
nothing to do with the products. What if I really told you that you can actually make almost any product a winner and that’s no joke. Because people don’t really buy products. The determining factor of a winning product is solely based on one single thing. That is marketing. Marketing is the reason products are winners.
Now don’t confuse marketing with advertising. Marketing can turn any product into a winner. Like I said, don’t confuse marketing with advertising. How? I don’t know the dictionary definition, but marketing is how you angle the product.
Marketing is the story that you find with the product. Advertising is just the way that you actually show that product to the world. Hence the word “ads”, right? Now again, don’t quote me on that
but that’s how you should look at it. Because marketing, there’s a huge difference between advertising and marketing and when you actually go down to the deep root of it, you’ll understand that it’s not really, you’ll see weird-ass products making a lot of money that you’ll never think they are a winner but how did how did that guy generate so much from these random products? Anybody know this? It’s a rock. It’s a pet rock. It’s a fucking pet rock. They’re made $2 million. Has anybody heard about the pet rock? Raise of hands? Yeah, it’s a crazy case study. He just advertised it as a gag. Nobody sees this as a pet.
It’s a gag they marketed it that way. Obviously, if you sell this on Facebook and say, “Do you love this rock? Get 20% off! Use coupon code Rock. Limited edition. 100 available. Click the link here!” What are you what are you selling me here? But the story here is that it’s advertised as a pet rock, as a gag, in a way. How hilarious will be to get this
under your Christmas tree? It’s crazy. Once you understand this, you can literally still rocks to people and they will buy it. Now this is obviously an exaggerated example on the long on the end of the spectrum. I’m not gonna teach you how to sell rocks, even though you can. But the biggest issue is that Advertisers, marketers, mostly beginners, intermediates and a lot of people actually see advertising not even consciously but subconsciously, or think that they see it. They don’t see it this way. They see it this way. Because we need to test 10, 20, 50, 70, 100 products until we find a winner
and that’s not how it works. It’s not about testing and testing and testing and hoping to find that bingo moment or that bingo product. So I’m making that product. So really, how do we turn a product into a winner? Right? What are the determining factors of turning a product into a winner? What is the bread and butter of how to actually take something, whatever it is.
It can be a cucumber slicer. It can be a fidget spinner. It can be a security camera. It can be whatever you want. It could be a pet rock. How do we actually make money from it? First we need to understand what makes someone buy products? What’s the reason? What is the reason why people buy products? Is it because they think it’s cool?
Is it because they think it will make them rich? Is it because they think it will get them laid? What’s the reason? Why does somebody go on a Facebook ad and buy a product? Yes, he needs the product. Oh, of course. He’s buying this toy drone because he wants to fly a toy drone. Oh, I don’t know. But there’s a very, very, very specific reason why people buy things, and by people, I don’t mean the guys that are on the other side of the ad account, those “numbers”. By people, I mean all of us.
Every single person in this room, in the world. People don’t buy products. They buy stories. And by stories, I’m not talking about a book. I’m not talking about a fairy tale.
I’m talking about that people buy the story that they play in their mind when owning the product. No matter what it is. If it’s a fidget spinner. If it’s a cucumber slicer. If it’s a ticket to Affiliate World Europe. Who here wants to make money? Raise of hands. Okay, that’s about 30%, 40%. The other 60%, I don’t know what they’re doing here. But it’s fine. Who here wants to change the world
with the money that they’re making? Okay, hands down. Who wants to help their family with the money that they’re making Okay, hands down. Who just wants to be financially free? Okay, who wants to piss off their ex-partner? Come on, guys. Let’s be true here. Come on. We all know why you’re here. I’m joking. But we all want to make money, but we all have a different reason to why. Every time we hear the word money, we see a ticket.
We see a new speaker. We buy a course. We buy whatever, we get a mentor. The vision in our mind between
every single one of us is different. One can be, “I want to buy that land.” but one can be, “I want to help my family. One can be, “I want to get my daughter into college.” Every single person has a different story going through their mind. If it’s true about us, what does it mean about our products? Because the truth is is that the right story combined with the right product to the right person can be sold anywhere, anytime, can be sold to anyone. When you actually find the right product, not find, sorry. But to create the right story and combine to the right product and show to the right person, you’ll always have a winner.
You’ll always have a winner. Now, that doesn’t mean that every time I run a product, I get a winner. No. Obviously, I still have a specific success rate and I still fail on most products we launch. But the success rate is much higher than just throwing two dice and waiting for two 6’s. Stop looking for winning products and start turning products into winners. To do that, we need to understand three main things. The What, the Who, and Why.
The three W’s can be implemented into almost anything in your life, from business to relationships. You’ve probably heard this before, the What, the Who, the Why but it’s very related as well for this subject and how to look at it is, “What are we selling?” You’re gonna see in a second that what you think you’re selling you’re actually, absolutely not selling.
Who are we selling to and why do they need it? Why do they need this product that we’re selling them? Those are the three W’s.
Now when you understand the three W’s, and this can be implemented into any product,
you’ll know how to market it and Have a successful “winning product”. Because a winning product is different depending on how you market it. Anybody remember the LED collar? Raise your hands if you remember the LED collar. If you’ve ever advertised us, ever seen us on your ad feed, newsfeed. So, this is probably the most saturated product in the history of e-commerce. Just so you know. If you guys try to run this, you’re just gonna lose money. Actually, maybe everybody thinks that is saturated, but now it’s not saturated, so there might be some potential here. Just saying. But this is an LED collar for dogs, for cats. It lights up. Nothing’s too spectacular. It glows different colors. Purple, green, orange.
You put it on your dog. It makes them look cool. Here’s an example for an ad. “Love this LED collar? Get it today for 50% off with free shipping!
Get it here, link. Only 250 left. Get it before they’re gone.” Great ad, so much soul, so much story. Wow. Probably a best-seller. Fucking disgusting.
There’s nothing here. There’s nothing on this ad. Now, I’m not gonna lie. If you run this two years ago, three years ago, then it might actually It was actually pretty profitable. Because there was a lot less saturation.
So people will develop the story in their mind. But what do I actually mean? By this story, first of all, this this ad has no creativity.
It has no story. No soul. What I mean, no story no creativity is basically the thing that’s going through their mind when they’re actually buying it. They’re creating a story. So if a mother is going to Office Depot or, you know what, she’s going to buy some home supplies for her kitchen. A salad cutter.
She wants to make some fast salads. She’s not envisioning, “Oh, I can’t wait to cut some salads fast in my kitchen.” That’s not the thought that’s going through her mind.
The thought that’s going through her mind is, “How fun would it be to cut these salads and have more time with my kids.” “How fun will it be to cut this salad and I’d be more with my husband.” That’s the thing that’s going through their minds. When I see something like this, that is this simple and, honestly, I hope nobody here is offended because I know all people have this same structure. When I see this ad,
I’m almost positive that the person behind it is this guy. This is the image that I see in my head every time I see an ad like that because it’s literally just a copy-paste machine and we’re not
copy-paste machines. I’m not gonna lie. There are a lot of people that are making good money from this but they have a lot of scalability in terms of they’d rather not be creative and launch 300 products in a week and just fall on those winners which is completely fine.
A lot of us don’t have the budgets for that. A lot of us don’t have the resources
for that, and all of us don’t want to do that. We don’t want to be just like releasing campaigns over and over and over again. We want to be running a business. Now the way to do that is actually to touch on that pain point again, that What, the Who, and the Why. So first of all, what is our product? An LED collar.
Nope, it’s not an LED collar. It’s actually a product that makes
our pet look cool or us, actually, because it’s not really about the pet.
It’s that, “Oh look at this cool dog. It has an LED collar. Oh, his owner is so dope.”
That’s the thought that’s going through the person’s mind that’s buying the LED collar. And it makes our pet more noticeable.
This is the product. Now, it’s an LED collar, but that’s only the name of it. What it actually is is a collar that lights up. That’s what you’re selling. A collar that lights up. Either it makes your pet look cool or it makes your pet more noticeable or both. That’s what you’re selling. Okay, that’s your What. Now, it makes my pet more noticeable.
What can I do with that? What story can I tell with that? What is to make my pet more noticeable? Quick Google search, millions of dogs and cats die every year from motor accidents, car accidents. Makes my pet more noticeable. Millions of dogs and cats die every year.
Hmm. So what are we selling? We’re selling something that makes our pet more noticeable. Who is our customer? Dog owners. and wait, this can potentially save my dog from a car accident. Because wait If now I have, if there’s millions of dogs and cats dying from car accidents and this LED collar is making my dog or cat more noticeable Then wait, I might be onto something. You don’t have to be a rocket scientist to figure this out. It’s one plus one equals two. That’s all there is. So our what is this LED color makes our dog more noticeable. Our who is dog owners, and our Why is our why can be it makes our dog look cool, it makes us look cool, or our why can be it saves our dog’s life. Now, I don’t know about you guys but if you have a dog, you’d probably want to save his life more than you want to make him look cool with a purple LED collar. Because that’s the difference.
You can sell it as an LED collar. or you can sell it as saving your dog’s life. Here’s an example
for ad copy with the same exact product. Same exact product, completely different story.
This might be small for some of you but I’ll read it out loud. Starts off by and, by the way, there is an image connected to this. I just didn’t put it there because it took too much space, but it’s essentially the same image and a video, specifically,
would have worked better with that. But I’m not gonna go into the nitty-gritty of ad creatives because that’s not, that’s part of the story which we’ll get to in a second, as well,
but just look at the difference “Over 6 million dogs were killed last year.
Car accident statistics are scary and real.” That’s the headline. “Our LED collar will make sure your loved one is noticeable even on the darkest night. Get yours here.” Quick tip, quick golden nugget. Always make sure your link is in the first five lines of your ad copy all the time. You want to make sure it’s before the “see more” and don’t be afraid of long copies. People are like, “Oh wait. I can’t. I don’t want to have more than five lines. They’re not gonna buy it.” It’s not about that. It’s about keeping their attention
but having the links where they can buy. How I like to do things,
we split into a short and long copy but a long copy always pretty much summarizes
the ad in the first five lines and then we elaborate more and we keep plugging in the link, every paragraph or two, and by paragraph, it’s usually like two sentences. So headline, “Over 6 million dogs were killed last year. Car accident statistics are scary and real. Our LED collar will make sure your loved one is noticeable even on the darkest of days darkest of nights. Get yours here.” Link, and then,
“Most of the time dogs are hit for a simple reason. They cannot be seen at night. If for some reason, they wander into the road.”
Now if it wasn’t obvious, the right picture is the continuation of this picture.
So it’s like one ad. I just didn’t have this. It was too big to put in one long thing. “The driver only spots them once it’s too late.
Even with a light colour dog, a light-coloured dog, at night every dog becomes a hidden target.” So I’m basically already attacking an objection. “Get the collar here.” Link again. “So how do we stop these easily preventable deaths? Simple. Make you and your dog more visible at night. With our LED dog collars, you and your dog will be spotted immediately, no matter how dark. Get the collar here. Don’t become a statistic.” This is selling a completely different product. One ad is selling an LED collar.
“Get your LED collar here. Love your dog? Here, light it up! 50% off!”
The other ad is saving your dog’s life. It’s the same $4 product from AliExpress. Same thing That’s the main thing, is that every single product that you find. It can be with e-commerce, it can be with a fitted offers as well. Anybody remember the offer tracker?
Raise your hands. Tracker was a device like a small coin-sized device that you can attach to whatever and it can just track like, from your phone,
you can see where that device is. So again I know it was it was blown up and a lot of affiliate networks and a lot of affiliates were running it, and every different affiliate took a different angle. Wanted to angle it as connect it to your dog, always know where your dog is. When they put it on their babies always remember where your baby is. So, I don’t know why people don’t know where their baby is. That’s a whole other topic. But once, somebody’s told us. Remember where your baby is? Remember where your car keys are?
Wherever you parked your car, every single one of these ads are selling the tracker but they’re selling a completely different product.
One is selling a baby tracker, one is selling a dog tracker, one is selling your car tracker and what’s so amazing with this is that some products have a lot of different angles and mark and like, different stories. So I’m gonna take an example and I’m gonna create together a winning product with you. Step-by-step creating a winning product. “Winning product”, right? Now like I said before, some products consist of many different products. And by one product consists of many different products, that means by “stories”. and once you understand this, you’re gonna notice this on many, many different products. A good example, and this is something I really wanted to use, is this anti-theft bag. Because this is a an amazing example that can be taken of a product that can be used in so many different ways and you’ll be surprised that there are so many different products that can be used in so many different ways and we’re not even aware of it. We’re trying to catch all the clients with the same ad. So let’s take the anti-theft bag. Whoever doesn’t know what an anti-theft bag is, basically, it’s a bag that prevents theft. It’s harder to you can’t just open it from the sides. It’s like from inside. It prevents theft from pickpocketers and so on. Okay?
So it’s an anti-theft bag right. Or is it? What are we selling? Number one? We’re selling a bag that prevents theft of valuable goods. The obvious, right? That’s a bag that prevents theft of valuable goods. That’s what it is. It’s an anti-theft bag. What else can it be? But it isn’t just an anti-theft bag. It’s a comfortable bag. It’s an easy, it’s a bag that has very easily accessible compartments to items. It’s a durable bag. It’s water repellent.
And it makes you look sleek. I actually like this bag. Look how cool this guy looks, just on his phone. That’s for you. That’s a pretty dope bag. I don’t even care about anti-theft, but it’s sleek bag. We have six different “items” that we’re selling here. So we’re selling a way to prevent theft, we’re selling a comfortable bag. We’re selling a bag that’s easily accessible to items. We’re selling a durable bag, a comfortable bag, water-repellent, and it looks cool. Six different products and there’s probably more. We can go on like probably 15, but these are the six main points, right? Some of these are stronger than others, some of these are weaker than others. These are the six main points. So this is what we are selling. We’re not setting an anti-theft bag. We’re selling these six points. Now we have to connect our What to our Who. What is our who? Who is our who? Because nobody No, I won’t say nobody. I don’t like to just put everybody under the same umbrella. But too many advertisers and I can probably say confidently that over 95% of advertisers don’t have their who, and by who I don’t mean targeting and your interests on that sort of specific interest. I’m talking about who. Who is the person? Because with this bag, we have plenty of different persons and those products, you’ll notice, don’t have one customer, so don’t treat it as one product. It can be with anything, by the way.
Let’s take the cucumber slicers. So for example, a cucumber slicer can be sold to mothers that want to slice cucumbers fast but no, they actually want to be with their children more. It can be sold to a husband that is a stay-at-home husband. It can be sold to to her husband as a gag for Christmas, and by the way the Christmas guys almost you can almost sell any product with a simple angle because it’s Christmas time, and the story that’s going on through the customers mind is usually already implemented in their mind on Christmas.
So just a quick tip like Q4. But any product has a specific story and you can combine it. So we have the What, now who’s our who? Most products don’t have a specific who so don’t treat it as one product. First of all, our customers We have a few customers for this type of product. Number one is a world traveller the famous backpacker somebody that goes around the world, forest hiking Thailand, Asia, South America, whatever. That’s one of our who’s. Second of all, our who is a student. Right?
A student might enjoy this bag, as well. Regular student goes to college, university. Most of us have been there, most of us have not, some of us have not. Probably most of us have not, actually. And third, we have a business traveller. The cool old guy with a suit that goes through the airport, has his business bag, going to a business meeting. Business traveller. We have more by the way.
We have a tech geek. I’m not going to write every single one, but there are at least seven, eight different other different customers, but in my opinion, these are the three main angles, three main customers. Now, we could be running an ad and be saying, “Go. Anti-theft bag. Make sure to prevent the theft of your goods.” with just a picture of the bag and hoping it will win, hoping it’ll be a winning product. And yes, some ads of those work and have worked in the past a lot. But there’s a difference between drawing the dice or manipulating the dice. I don’t even like to say manipulating the dice or like, I don’t even like to call this presentation How to sell products, how to market products with stories because the thing is is that we’re not really selling stories. We’re just doing marketing. Up until five years ago, ten years ago even you cannot succeed in advertising without creating a story. You won’t be seeing billboard ads With a product and being,
“Like this product? Go get it in that store.” It was always marketing with a specific model. It was always marketing with a specific image of their customer, ideal customer. Only in the past five years, it’s like people have kind of dumbed down and they’re just like trying things because they bought some $997 course and the course gave him some template and now they’re like, “Why isn’t this workin?” And again, it does work. At this point, by the way, it barely works.
Only like, maybe one out of a hundred products will actually be successful enough and
you’re just jumping on a trend, then again, it’s too volatile to be enough successful for you to have a legitimate business. The thing is what I hate about business is that if it’s not in my control, I feel like a fraud. Like if I go and I test 50 products and one is the winner and I make $3 million, can I go on and talk onstage and be like, “Yeah guys, listen. Go to AliExpress, test 50 products. That’s how I did it. This is the template.
Thank you.” You understand? Because it’s not in your control
when you just find a winning product. What is in your control is if you made the winning product and that’s what I wanted to teach you because now I’m again, I’m not gonna lie, we do have unsuccessful products.
Still, most of our products are unsuccessful. But we know that we’ve given it
our best and when it is successful, we know what it’s because of us. Not because some random AliExpress supplier or because we got into the game earlier. And don’t get me wrong, three or four years ago when I got into Shopify, I was the biggest dropshipper. Just throwing products out there like come on. Where is that winner? Just sliding that casino slot wheel, looking for that winning product.
Until I understood that that’s not what it is. It’s different and if we want to have a legitimate business and actually make money you can have a product and be complete completely filled with it, running ads on it for like $10, $100, $300 with a simple ad copy and
I’ll make one sell but if you pick the good angle a correct angle, it will suddenly be a winning product. So Again, we have our what for the anti-theft bag, which are six different things, if you remember We have our who. Our who is the business traveller, the students, and the world traveller. Okay, these are our who’s. And the why.
Why do they actually buy the product now? This is the most important part.
The most important part is the Why. Because every customer needs to be marketed differently. Okay, a good example would like to say is that every type of fish has its own type of net. You’re not gonna catch anchovies with a lobster net, not gonna catch salmon with a tuna net. Every single fish has a different net. So you have to treat every customer, every fish, with a different type of net or you just decided, “I’m just gonna go and fish some lobsters.” Then you bring your lobster net. “Oh, I’m just gonna go and fish some salmon.”
So you’re gonna bring your salmon net. But you can’t be taking the same net and catching lobsters and salmons and tunas and anchovies nd then cages and boots all in the same net.
You just can’t. So we’re gonna go over each one of these different customers and explain to you Why do they really need it? First our world traveller. There’s a few why’s. Because we’re connecting now the what to the who and we’re developing a why. So world travellers. Why do they need it? Number one, they need it to prevent pickpockets in foreign countries. This can be angled amazingly with an ad basically showing gathering up countless reports and that’s a quick Google search. You can probably find so many reports and statistics of pickpockets in different countries India, South America, and these are world travellers, right? If you start off your ad with a video compilation of a video of people pickpocketing people, people pickpocketing other citizens or like travellers in their way, you fund it as a compilation. You start off your headline as like 45% or like, I’m not gonna throw out a number out there, but let’s say 13% of travellers again. Just throwing it, just don’t quote me on that, but 13% of travellers get pickpocketed at least once in six months. Don’t get $3,000 of goods stolen from you or whatever. Then move to the anti-theft bag, then that’s the story that they’re developing in their mind. They don’t want to have like thousands of dollars of goods stolen now. You gather up countless supports easily, easily, easily to implement that story in their mind. What we like to do a lot is we like to create a video to Implement an idea in somebody’s mind and then to retarget them. So let’s say you create a compilation like those “viral BuzzFeed videos” and just show a compilation. Like pickpockets around the world, don’t even, no call to action. Nothing. No link. It’s literally from a random fan page that you open. You have these two big captions on the top and bottom. Like, “Oh my god, I can’t believe this happens every time.” or whatever, Then you literally like an “awareness kind of ad” or obviously like a video views or PPE campaign but the purpose of that just for awareness. And then you use that to create the audience and people now are concerned about getting their goods stolen. Then you have, these things get shared insanely because there’s no call to action. There’s no link. You create super hyped up audiences, not hyped up but super relevant audiences. So if somebody watched a minute and you targeted on people that are actually travellers, which is super simple with interest targeting, Let’s say it’s a minute and a half video, you target, you create an audience of anybody that watch over 75%, you now have an audience of potentially people that have watched all of this video. So I guess they’re concerned about it.
Now, you can angle it, angle it in a way that 13% of people, of travellers get their goods stolen.
Yada, yada, yada. And again, like just this is just like normal sales, right? You can put in numbers, the value one has in their bag, and just like compared to the actual value of the bag. So if the bag, you’re selling it for $50, you say on the average worth, the average value of a travellers bag is $3,500, which it is. The computer, camera or tablet, whatever. Is $50 really worth the risk? So first of all, that’s why well, that’s one of the Why’s. Why world travellers need this bag.
Another why is there’s different compartments for books, journals, cameras, laptop, etc.
Again, another different line, another different angle. Now in a second, I’m gonna explain to you how to actually connect this but the thing is is that you have to understand that the why, You have to connect the what to the who to the why. You can’t be just running an anti-theft bag or any other product and catching everybody in the same net. Another reason is water resistance and durability for different types of terrain. Travellers hike, travellers walk around the world. Mountains, grasslands, swamps. Whatever. This bag is super durable for terrain.
Why aren’t we starting our ad copy with that? That’s something a world traveller wants. Talk about how easily water can enter a regular bag and ruin the components. Like, did you know that the second it rains, there’s a 20% chance that all of your electronics die out in 5 minutes? I’ll be scared if I saw an ad starting off like that, especially if I walk around the world and it’s raining every Tuesday and Wednesday. Another reason, how comfortable would it be to explore without having to give you back a rest every 30 minutes? Another angle. Travellers walk around so much, hike, their backs probably hurt. Here’s another angle. Now, that’s the world traveller. Now. The business traveller is a completely, completely, completely different customer. It’s a different story. I need to decide if I’m selling an anti-theft bag Or I’m selling a back for world traveller or I’m selling a bag for a business traveller. Because the thing is that when you rely on your product with the customer, the best type of sales is, and again this is, I don’t remember who said this quote but the best type of sales are the sales that the customer sells himself. At the end of the day, the customer always sells himself. We’re never selling to the customer. We’re just helping him sell it to himself. But if we try to sell a bag or any product and catch everybody under the same net then the possibility of the customer selling it to themself is much lower. But if we’re already targeting the person correctly and addressing the right objections, that’s where we’re gonna be successful. Business traveller. The biggest thing for business travel is the convenience of going through airport security and being able to snatch out the laptop and passport in a second. I swear to God if I see this, I’m like, “Holy shit, I need this now.” I don’t care about the anti-theft. I don’t care about all that. Taking my bag out in the airport, taking the laptop, taking the tab and all of that
is the most annoying thing ever. And this is what business travellers want. It easily fits underneath the seat in the plane.
This is what a business traveller wants. The different types of compartments for laptops, tablet, portable charger, passport. This is what a business traveller wants. Now, these compartments are different from the world traveller. The world traveller wants to store diaries and journals and cameras. But the business traveller wants to store his laptop and tablet and portable chargers and passport or whatever. Another very, very strong point on why the businesses traveller wants it is because it looks fucking cool. Like honestly, how cool would it be? A business traveller walks in with a suit, sleek bag going through airport security. “What’s up, peasants?” Doing it in a second, taking out laptop, tablet. Boom, 2 minutes, out. A business traveller doesn’t care about the anti-theft of it. He’s going through airport with the strongest security in the world.
Why would he buy an anti-theft bag? He won’t. He’ll buy a bag that is
super easy to take out a laptop and tablet. He’ll buy a bag that has amazing compartments. Now, our third customer are students. Again Perfect storage for all notebooks, educational books, headphones and laptop. That’s the Why. That’s another Why.
And again this is a different compartment story than the business traveller and the world traveller. Here, he stores books, notebooks, headphones, laptop and to prevent pickpockets on buses. Another big thing. There’s a lot,
again, huge statistics on your points that you can probably find on pickpockets on buses,
and students always carry their laptops. Sleek pockets will hide cheat notes for tests. Okay, it’s supposed to say “cheat notes” and that could be just like a funny funny little sentence as you put there.
Like you can start off announcing, “Did you know? That there’s a bag that can easily let you store all of your cheat notes for the test.” Like what the fuck is this? And then they’ll actually continue reading because it actually grabs attention. Look super cool.
hey’re gonna be the cool kid on campus. Now, you have your What, your Who, and your Wh of three different customers. Depending on who you go for, your entire angle, ad, creative, sales page, will be different. Pick the Who and the base
your entire marketing on him. A business traveler will have a different type of marketing angle than a world traveller, which will have a different type of marketing than a student. That will be true about the ad copy. It will be true about the creative, and it will be true about the marketing angle. It will be true about the sales copy. All of these things will be different depending on who you angle it on. You can take one product and create three different sales pages. One for business travellers, one for world travellers and one for students. Different ads and you suddenly have three different products. One will be marketed to businessmen, one will be marketed to world travellers, another one will be marketed to students. Suddenly, you have three different products. It’s not only one product. Now, you have three products that’s one product. Pick the strongest pain points and use that on the ad. The strongest one and then you put the rest on the sales page or the product page. So what do I mean by that?
Let’s see the world traveller now. All the Why’s that we just picked, we’re gonna take the three that, in my opinion, are the strongest Starting with with the first one.
Now, world traveller, in my opinion, The strongest pain point is to not get pickpocketed. So I’m gonna use my ad copy on that pain point to grab the attention and to move them over to the sales page. Second, the second pain point is to be able to travel comfortably and the third pain point, in my opinion, will be the bag can withstand terrain and weather conditions. Now the reason I’m mentioning that is because the first paragraph should mention not getting pickpocketed. And then if you want to have a long ad copy, you continue to these other pain points, but this is the most important one that should be on the sales page. Business traveller, number one. Travel convenience. Again, airport, etc. Two, having an insane amount of pockets to fit all items and, in my opinion, looks cool. It is a very, very big reason a business traveller will buy a bag, and again like I said, business travellers
don’t really care about pickpockets. They don’t go around third world countries.
Students. Convenience of bag compartments. Looks cool, not getting pickpocketed. The thing is is that you can even create like I said before, tailored ads and product pages to different customers. One product can be many, many different products if you angle them correctly. and that’s what’s very, very powerful. Now don’t go on and test the million products.
Take the product. Understand, “What is the story or the stories that I have here?” and market it differently. Because if you’re going to try to grab everyone, you’re gonna grab no one. You might grab a few. Here’s like a few salmon. Maybe I’ll grab one tuna.
But if I have a tuna net and I’m going to grab tunas I’m gonna catch a hell of a lot of tunas. Instead of testing ten different products this week, figure out, how do you take this product that you have? Stories, and then and actually create the story or stories around it. Because you’ll be surprised on how many products you create a story from. Again, guys, it’s the What, the Who, the Why. Any product, it can be a salad cutter.
We’re not selling a salad cutter, you’re selling an opportunity for the mother to have more time with their kids. Ad copy should be, “Why spend so much time cutting a salad? Spend more time with your kids.” or “Less time working, more time loving.”
with a heart emoji or whatever. That’s what you’re selling.
You’re not selling a salad cutter. You’re selling a tool for
the mother to be more with her children. Your video, your ad, your ad image can be the salad cutter, but no, it shouldn’t be. It should be a happy family cutting a salad or it should even be a video which is better. The fidget spinner. The frigid spinner has been trying been trying to sell for for a lot of, I don’t remember the exact time but for at least 10 years, 15 years,
it was called the “spinning toy” and then The marketing angle that eventually subsided and grew up and blow up is the fact that it’s an ADHD Like it’s a way to relieve ADHD, to focus more, and then they fucking blew up. Two same products. The same product, two different angles and stories. One didn’t work, one generated hundreds of millions probably Stop playing the numbers game. You’re better off scratching scratchcards. It’s no joke. It’s the same thing. Don’t try to run a million products.
Try to be successful with a product. Try to take a product and find a story for it. Obviously, be self-aware. If you can’t find the story and it doesn’t work, move on to the next one. But the thing is, guys, is that the storyteller will always beat the advertiser, period. Always. It’s not about the bidding or the optimisation or the scaling or other strategies on how to manual bid, max bid, average bid, and I’m
a professional and that that’s where I come from. I come from the Facebook ads world. I have a Facebook ads group, a Facebook ads course and I I put most of my successes on,
that but I’m gonna tell you that being a good advertiser will take you from $10,000 a day to $50,000 a day but to go from zero to $10,000 a day, You need to be a good storyteller. Thank you, guys.

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