3 Dimensions of a winning ad message

From The Desk Of Marketing Mastery

I'm going to break down how this whole thing works inside this email. So, yes this email is a bit long... but definitely worth it. Because all of this also translates to other mediums of marketing. So here we go: Someone finally gets an ad to work. And then their first question to us this: "How much should I raise the budget on this ad?" And of course… pro advertisers know that changing the budget on a new ad getting results is usually the riskiest thing you can do. In fact, out of all of the scaling methods out there… just "raising the budget" on a new ad getting results is actually the LAST thing you want to do. So … typically after finding out "raising budgets" on existing ad sets do not work... ...most advertisers finally decide to move on to 'finding fresh audiences' for their winning ad. "Audience scaling" like this is usually the next best way to scale. But oftentimes, we get to a point where that "one good ad" runs its course with that target audience. Therefore we turn it off and look for more audiences. But what if I told you there is still a lot more "juice from the squeeze" inside that same audience? I know… it sounds crazy. However its true, hear me out… Facebook/IG's algorithm has a 'text scanner' in place where it identifies what is actually being said in your ad. This is not a new thing… they've had this for years. But we've found that the ad usually only gets shown to a portion of a target audience. So if you're optimizing for leads… and you're going to an audience of 10 million, you're typically going to get a 'unique reach' of about 2-4 million people at best. The main reason for that is the principle of "over-optimization". And this happens when the FB/IG algorithm 'decides' who should see the ad based on what your ad says. (Ad copy) And yes, it can read those 'text over image' captions as well. (In fact they even create them for you in standard enhancements - which is not smart to use but I'll save that rant for later) So ultimately, FB pre-determines who should see the ad based on the 'context' of the message. And so what happens is your ad can run the risk of "getting stuck" inside a small pocket of people inside a larger target audience. And it just keeps showing that ad to the same people, over and over again. It's at this point where most people believe they have "burned out" that target audience and try to move to new targeting. But there's still gold in that audience. Here's how we "reach" more of that audience. A different ad message. And this my friends is why the common belief that all you need is "one good ad" is simply not true anymore. Because you need multiple messages to reach the majority of any given target audience. So how do we find these new messages? By using the "3 Dimensions of a Message" that we use to craft winning copy. 1. The Negative Dimension 2. The Positive Dimension 3. The Constraint The negative dimension is obviously what they do NOT want to happen… or what they're currently experiencing that they don't want any more. It's not exactly the "problem"… Its more the "symptom of the problem". Or better yet… What happens when that problem has not been solved. A dumb example is the problem might be 'running out of gas'. But what happens when the problem isn't solved is what? You're stranded on the side of the road. Its a subtle distinction, but this is what separates the amateurs from the professionals. The positive dimension is clearly the "desired result". Pretty straightforward I'd say, but some people mistakenly state the 'solution' instead of the "result". If you want to hang a picture on the wall, many people argue the positive dimension is a hammer. But the hammer is only the solution. The desired result is the "nail hammered into the wall" so they can hang the picture. So having an ad that talks about a problem and a solution actually do not move people to make a decision. Let alone pull out their wallets to buy from you. But here's the dimension most people miss: The Constraint. Which can be either the 1) internal or 2) external obstacle that stops someone from getting to a buying decision. Simply put, its the objections. And we've found that there's typically a "primary objection" that moves a person closer to a buying decision than any other constraint. And this is why we want to address that constraint right away in our ad message. Sometimes there's 2 or 3 of them that we need to overcome… Sometimes its only "one big domino" that needs to fall in order to blow the whole thing wide open. Either way, the constraint is the dimension most fail to understand. So here's what this all means. We've noticed that anytime we change one of these dimensions, we find our ad reaches a new, fresh "pocket of people". We're now convinced FB/IG takes into account these 'dimensions' when it decides who to show the ad to. Because it believes certain people will respond to certain "dimensions". And they're not wrong. So in short, if we want to reach 'every corner' of a target audience, we have to test different 'dimensions' of messages. Then we effectively use "Message Scaling" to get "more juice from the squeeze" in each audience. It sounds simple, but unless you know how to sequentially test these dimensions the right way… you end up unnecessarily wasting a lot of ad spend. This is where our ad testing workshop comes in. Where we test in perfect sequence, the different dimensions of messaging. In a very cost effective way. Typically spending only 15% to 33% of what used to spend when we "brainstormed a ton of angles" and threw it all against the wall to see what sticks. Which is the most wasteful way to ever test anything.

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Ads that scale instead of fail

From The Desk Of Marketing Mastery

TV commercials, radio ads, newspaper classifieds and other traditional forms of marketing caused some messy transitions to the online world. So, naturally most marketers these days try do the same methods. They still use the same old, tired formulas and "callouts" as always. But I swear to you I've rigorously tested all of it on social media ad platforms. And there's no other way to say this except for being straight up. It doesn't translate well. And after years of probing, I finally figured out why. It's the feedback loop social media algorithms use. Meta calls it the "User Experience" It measures the amount of negative feedback every post and ad has. And I saw all of these 'traditional ads' having lots more negative feedback. Which is the real culprit behind ads not working. But because nobody knows this, almost all marketers start their ads with the same played out words and phrases they see from everyone else who says the same "tropes". Like starting their ad with "ATTENTION: AGENCY OWNERS" and other nauseatingly annoying quips. People have been "immunized" to that type of wording because it screams one thing. "I'm an ad" And the main reason it gets ignored is one big factor. Differentiation. Most marketers (and even some agencies) don't know how to draw the difference between them and their competition. And as a result, they fail. They don't know how to convey a marketing message that is: - Not annoying - Looks different and interesting - Differentiates and stands out from competition That's the real root cause. Look no further than your standard real estate tagline: "Contact me for all your real estate needs" Or the ridiculous moniker: "I'm #1 in my market" And then they conveniently forget to tell you by what standard they qualify as "#1". I'm willing to bet the only person who told them they were #1 in their life was their momma. If you're still reading this then that means you can at least appreciate what I'm saying. I did not get into marketing to look, act and talk like everyone else. And 15 years later I've refined a method to always 'differentiate' a marketing message. Especially my own little area known as social media copywriting. And yes, it's different in many ways to what you might know as traditional direct response copywriting. In fact I've been told it's blasphemous. (but in a good way) It works better for getting conversions from paid social ads then anything I've ever come across. And the best part is it's based on 100% honesty too. Not B.S. manipulation tactics paraded by so many so-called experts out there. Where you actually feel good about what you said in your marketing. Instead of feeling like an impostor inside hoping people won't find you out. There's no need for that… EVER. But what there IS a need for is serving your customers and clients. Which means you need to communicate in a way that they actually listen and understand your offer. And although Ai gets close in "emulating" those marketing messages, it inherently is just "copying" what it sees. And it doesn't yet know how to differentiate that well. Sure it's a tool that helps, and accelerates the creation process. And we use it for speed - not for skill. Because every pro copywriter out there right now says the same thing. It's just not as smart as a good copywriter - it doesn't differentiate. But everyone is looking for Ai to replace their copy skill. It will get there eventually - but if you're using Ai to do that right now - I promise you its not as good as a pro. Not even close. It doesn't know how to innovate, anticipate and differentiate. At least not yet.

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Deepest darkest desire

From The Desk Of Marketing Mastery

You won't get really good as a marketer until you learn to love your shadow... This is the dark, often repressed, unconscious part of your psyche. It's all those things about yourself that you don't love. What we often label as "negative" emotions, that we want to reject. The thing is, rejecting them is about the worst thing you could do if you want to get rid of them. And if you want to be able to connect with someone emotionally — around either "positive" or "negative" emotions — you have to really know and understand your own emotions. And not be afraid of the dark ones.

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🧠 Buyer’s remorse.

From The Desk Of Marketing Mastery

If there's a feeling all shoppers feel at one point, it is regret. You've felt it at least once… if you're lucky. We felt it at least five times this month. It doesn't only happen with big investments like cars, houses… or stocks. It can happen when you buy a higher-end desktop monitor that didn't quite fit your set up. Or a fancy bag that looked way better online. It's called buyer's remorse. Psychologists define it as the feeling of regret or anxiety that follows a purchase decision and conflicts with our pre-purchase excitement. And it's a serious issue. So serious that the Federal Trade Commission (FTC) applied a "Cooling Off Rule," allowing customers to cancel buying contracts three days after they bought something. For merchants and marketers, buyer's remorse manifests in many revenue-harmful ways: It can increase returns, which can be quite costly if you're selling physical goods. It can damage your brand if the purchasing experience gets tied to negative emotions. It can impact loyalty, which can affect your retention and customer lifetime value. Since buyer's remorse is a negative emotion, the goal isn't to leverage it. You have to eliminate it from the purchase experience. Let's see how you can do it. Three ways to prevent buyer's remorse in marketing 1) Go all in to reduce risk The best approach to reducing buyer's remorse is eliminating it before it even happens. You can do this in multiple ways: ➡️ A hassle-free return policy that makes buyers feel like they have an escape hatch if needed. ➡️ If you're selling SaaS or other digital products, provide customers a trial to "feel" the product before buying. ➡️ Offer money-back guarantees with transparent terms. ➡️ Post-purchase support through multiple channels where you can provide answers and assistance. If you give shoppers a safety net—a simple way to "undo" their decision—the anxiety that fuels remorse may diminish. But not all is rosy: As we mentioned, for physical goods the cost of returns can outweigh the upsides. So you should still provide a product or a service that your customers are likely to be happy with. 2) Sprinkle in an extra benefit or gift for the "wow" factor What you don't want your customers to say: Did I make a mistake? What you want instead: Wow, I've made a great choice! That's one of the core principles of The Delight Effect—which sellers often use to make shoppers view their brand more favorably. If a purchase feels purely transactional, regret can creep in. But when there's an unexpected benefit, it can reframe the emotional experience completely. Here's how you can do it: ➡️ Immediately highlight the benefits of the product or service. Send post-purchase emails or add notes that affirm your customers' choices. ➡️ Zappos customers used to receive a flier explaining how the shoes prevent common runner's injuries. Suddenly buying them felt more like a smart decision and less like an impulse buy. ➡️ Add unexpected gifts or perks. Sephora often rewards loyal customers with free samples in their packages, which replace that post-purchase regret with more excitement. 3) React again after 48 or 72 hours In 2000, two researchers found that buyer's remorse comes from our tendency to imagine alternative outcomes. They also found that 80% of major purchase decisions trigger "post-purchase anxiety." The interesting part: They revealed that this feeling peaks around 48–72 hours after buying. If you stay silent, you give buyers time to doubt. But if you reach out at the right time, you can reshape their perception of the purchase. What you can do: Send a post-purchase email 48–72 hours after purchase. It may help your customers feel better about what they bought and scatter negative thoughts. By the way, do you feel a little wiser now? You should. Simply reading this newsletter makes you a smarter, more capable marketer. See what we did there? No "Reader's Remorse." At least, we hope not.

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ACTION NEEDED: Your Sign In

From The Desk Of Marketing Mastery

Below is your sign in information. Please keep it in a safe place. Sign in now for complete access to... ➡️ 250+ Marketing Insights ➡️ All of Your Marketing Questions Answered ➡️ Live Marketing Consultations Plus, You'll Get Instant Access To These Bonuses When You Sign In Now… ➡️ Access to our database containing information on millions of potential customers in hundreds of industries. ➡️ Over 3000+ proven AI Prompts for generating more clients, customers and revenue online… no matter what product or service you offer. ➡️ 100+ email templates that have been part of marketing campaigns that have generated millions upon millions of dollars in sales. Sign In Now https://marketingmasterymethod.com/courses/marketing-mastery-course/lesson/watch-first/ Email: MarketingMasteryVIP@gmail.com Password: vip

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Copy Amazon's Strategy...

From The Desk Of Marketing Mastery

Artificial intelligence is turning ecommerce into the easiest business to start, build and scale. Use the technology that's already 10 times faster than humans to get results with your marketing! Big companies like Apple and Amazon have been using A.I. for years. Now you have it at your fingertips. Combine black belt marketing strategy with cutting-edge technology to build a business that will free you from your job. We're in a unique moment in history where technology is going to change marketing forever. Want to learn more? Click the link to learn more about how it's done.

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80% Commissions + $100 Bonus

From The Desk Of Marketing Mastery

Get an ongoing 80% commission every single week plus a $100 Bonus We would love for you to become an affiliate for our subscription based marketing teaching program. We've designed a unique affiliate structure that delivers an ongoing 80% commission every single week for as long as the customer is subscribed! And you should know that over 95% of our customers keep their weekly membership beyond the first 3 months. So there is some serious money to be made! And if your leads don't convert on their first visit... - We have 30-day retargeting ads for all traffic. - And if they subscribe to our newsletter, they'll receive weekly emails that drive them back to the website to make a purchase. Plus we are always A/B testing landing pages to ensure your conversion rate continues to improve week over week. But wait, there's more... - $100 bonus when you deliver 10 customers in your first 30 days. - Monthly bonuses happening every single month! 👉 Join here: http://www.shareasale.com/join/marketingmastery

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How I closed over $200 million

From The Desk Of Marketing Mastery

If there's ONE skill to learn, it's knowing marketing. If you want to build wealth, learning marketing is not optional - it's a requirement. No matter what you do... Or what your role is at a company... Marketing is hands-down the best skill to learn. The reason why is because marketing can be applied to practically anything in your life. From relationships to negotiations to building a brand, knowing marketing WILL help you. Marketing turned my life around (once I learned it). And for the past 20 years, marketing and persuasion has helped me build multiple successful businesses. It's now time to "pass the torch". I want to instill some of the things I've learned to you with a free consultation. It doesn't cost anything and I won't pitch you on my marketing agency. It's just a chat to talk about your marketing and offer insights. I do this because I give as much value to my subscribers as possible. Don't think this over for too long. Because by the time you decide, the opportunity may already be closed. It could be the most important thing you ever do in your life! ➡️ Click Here And Schedule Your Free Consultation

Thank you for taking the time to read this email. Jesse Grillo Owner @ Marketing Mastery

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After 20 years in ecommerce, I would start over like this...

From The Desk Of Marketing Mastery

Let me save you 20 years of mistakes. I've been in marketing for over 20 years, not many people in the world can say that. I know what works… let me give you a shortcut, that is by far the fastest way I know to get into marketing and increase your chances of success. No, it's not dropshipping, and it's not affiliates. It's gaining Marketing Mastery. Giving you real power with your marketing. When you get this super power, you: Don't have to spend months finding viral products… Don't have to go through the hassle of dealing with manufacturers, or shipping times… Don't have to spend time experimenting with marketing angles… Have control over who you work with, and when you want to work… Becoming a marketing master is about as low-risk of a business model as you can get. You only need 2 things: To learn more about marketing than your competitors know. You need to use your knowledge to marketing campaigns that literally duplicate results. I will turn you into a certified marketing master, equipped with the skills you need to create marketing campaigns that drive results. Here's what's inside Marketing Mastery: A full video program that walks you through EVERYTHING you need to know about marketing. The black belt marketing secrets that me and my business partners use to make millions with physical and digital products. A mastery of a skill set that is vital for doing business in the modern economy, so you can create profit driven marketing campaigns as easy as turning on a water spicket. As I said at the beginning of this email... Let me save you 20 years of mistakes. Learn marketing from someone who has already made it.

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The truth about customer data

From The Desk Of Marketing Mastery

Why do you think every corporation wants to know more about you? Because customer data is the lifeblood of profitable marketing. Blending customer behavior, economic trends and product data gives you the closest thing to being able to predict the future. While data is the most valuable asset for predicting marketing outcomes, we are drowning in information but starved for knowledge. How do you pick which data and which data sources are going to be valuable for your marketing? Google analytics will tell you where your traffic is coming from. Time people spend on your website. And what pages are converting best. Customer reviews may be insightful for parts of your business that need improving. And social media interaction can give insights into the type of content to focus on for future campaigns. However, as I've said in the past, there is a lot of smoke and mirrors in marketing. And many of these data points can be faked. Fake traffic, fake reviews, Fake social media follows. A large part of what you do to create profitable marketing campaigns is to cut away the fluff. And there is a lot of fluff to be cut. What it all boils down to is the data you have on your customers. Actual real life people that have spent their hard earned money to buy something from you. That can't be faked. With this data you can understand in depth who your customers really are. Open the document containing your previous customers information and answer the following questions… What major city or state has more of your customers living in it than any other? Research their area. The politics, geography and landmarks. What's your top selling product with customers in this area? What coupon is used by these customers the most? What's the average purchase amount for these customers? Are the majority of these customers men or women? What marketing channel was used to obtain these customers? What's their pain points? Ask yourself... What keeps them awake at night, staring at the ceiling, unable to fall asleep as it relates to your product or service? What are they frustrated about? What is causing them pain, right now, as it relates to your product or service? What is the single biggest problem that you can solve for them? What do they secretly, privately desire most? Immerse yourself in their world. Do what you can to get inside their heads until their deepest needs and dreams become evident to you. If you've been in their business, walked in their shoes, laughed and cried with them, then you'll begin to understand their deeper reasons. Tapping into that deeper reason is where you want to connect with your potential customer. Then create an emotional way of connecting to the potential customer using terms and phrasing that resonates to what's going on inside their heads. You want to solve their problem, not just sell them something. The more customer data you have, the more you will be able to understand them and drastically increase purchasing conversions.

Thank you for taking the time to read this insight. Jesse Grillo Owner @ Marketing Mastery P.S. If you found this information helpful then we should chat. Schedule a free one on one marketing consultation. I'll offer insights that will skyrocket your marketing results. ➡️ Click Here And Schedule Your Free Marketing Consultation.

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The Key to Winning the Customer Acquisition Battle

From The Desk Of Marketing Mastery

Here's something a lot of marketers forget about customer acquisition: Every time a customer buys from you, that's a sale your competition isn't getting. Fewer sales mean less revenue for them—less money for their marketing, and fewer opportunities to capture more of your potential customers. That's why one of the smartest things you can do for your long-term ROI is to acquire customers fast. Starve your competition. Stop them from taking your customers—today and in the future. How Most Marketers Approach Customer Acquisition 1️⃣ Run ads 2️⃣ Identify their ideal customer 3️⃣ Optimize ads for lower costs 4️⃣ Acquire customers 5️⃣ Sell to those customers on an ongoing basis While all of this is essential, there's a crucial piece missing: speed. The faster you acquire new customers, the stronger your business becomes. A Powerful (and Free) Way to Get Customers Fast Affiliate marketing. The trick? Offer affiliates a commission at or just below your profit margin. Sounds crazy, right? But stick with us. Let's say your profit margin is 40%, and you offer affiliates a 35% commission. That leaves you with just a 5% margin. Sounds tiny—but here's what most people miss: ➡️ That 5% profit wouldn't exist otherwise. ➡️ You only pay affiliates after a sale is made. ➡️ You're spending nothing out of pocket to generate that 5% profit. And, of course, your competition just lost another customer. When you offer the highest possible affiliate commissions, you attract the best affiliates—the ones who drive the most high-quality traffic to your business. In fact, affiliates are a huge reason why we have 3,000+ members in our marketing certification program. Our Program Gives Members: ✅ Access to 250+ marketing training modules ✅ Direct support from USA-based marketing experts ✅ A recognized certification that builds credibility & confidence Why We Offer 80% Ongoing Commissions Our affiliate program is so lucrative that, technically, we "lose money" upfront. But here's what we know: In the long run, paying top commissions to top affiliates is far more profitable. That's why we offer affiliates an 80% ongoing commission. Want to Earn Passive Income as Our Affiliate? For a limited time, we're offering a $100 bonus when you refer 10 new members in your first 30 days. Plus, you'll earn an 80% ongoing commission—creating a powerful stream of passive income. 👉 Join here: http://www.shareasale.com/join/marketingmastery

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