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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