Fun Fact - awc21may-staging-photos.s3.eu-central-1 ...

Fun Fact:It’s estimated that the average

American is exposed to 4,000-10,000 advertisements every day.

Ultimately, an advertisement’s only purpose is to get one thing… the CLICK.

Image > Headline > Hook > Body Copy > Click

How to we get the click?

❏ Channeled Desire❏ Explosive curiosity❏ Primitive protection

What Is The Ultimate Goal With Your Ad?

Objection #1Boring or Not Special

● “Intro Mechanism”○ Separates Your from Competitors○ Describes the benefits of

mechanism and shows how mechanism solves problem better than competitors

○ Educational

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Objection 1: Boring or Not Special - Intro Mechanism

● “Through Midnight”○ Urgency based○ Heavy emphasis on FOMO○ UGC Driven/Proof○ Scarcity ○ Carousel Ad

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Objection 1: Boring or Not Special - Urgency + FOMO

● “Big Bonus”○ Discount based○ Hides behind comparison○ Positions you○ Hangs weakness on rival○ Graphics/picture/gif based

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Objection 1: Boring or Not Special - Us Vs. Them

● “Us Vs. Them”○ Compares to Direct

Competitors○ Positions you○ Hangs weakness on rival○ Graphics/picture/gif based

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Objection 1: Boring or Not Special - Us Vs. Them

Objection #2Don’t Trust You

● “UGC”○ Feels Organic/Native○ Focuses on Brand & Experience○ Overcomes A Objection

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Objection 2: They Don’t Trust You - UGC (User Generated Content)

● “USP”○ Mechanism & Specificity Based○ Draws a Clear Line In Sand○ Logic Based○ Uses Proof Along with USP (Video

uses their current customers as forms of proof)

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Objection 2: They Don’t Trust You - USP (Unique Selling Prop.)

● “Testimonial”○ Reveals More Insight into Brand

from different perspectives○ Text or Video Based○ Overcomes Objections

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Objection 2: They Don’t Trust You - Testimonial

Objection #3They Don’t Trust Your Claims

● “Demonstration Marketing”○ Heavy Testimonial (Experiencing

the difference) Based○ Demonstrate the Product ○ Value Prompt In Headline

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Objection 2: They Don’t Trust Your Claims - Demonstration

Objection #4Just Not Sold

Objection 4: Just Not Sold - Brand New Appeal

● Trigger Word

● Pain/Evoke Anger & Mob Mentality

● Evoke “Tribe” & Us Vs. Them

Results after just 24hrs.(7.97% CTR vs. 2.87% Avg.)

● “Humor”○ Makes Emotions for Purchase

More Obvious○ Value Prompts○ Disruption Creative to Get

Attention and Evoke Entertainment

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Objection 4: Just Not Sold - Humor

● “Mechanism Stage 4: "Without" Ad”

○ Plays On Previously Known Claim With a Twist ‘Without’ Statement

○ Education & Logic Based○ Ads a Risk Reversal

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Objection 4: Just Not Sold - Mechanism Stage 4: "Without" Ad