Why Your Market Stops Responding To Your Ads (and how to fix it)

All right, guys. Today, we got a lesson. It's going to be called pretty much about why does your ad messaging pretty much stop working and what's it do to fix it? This is going to relate back to market sophistication. We have a really good in-depth guide kind of going over this like market sophistication and stuff. It's kind of tie it back though if like how does actually market sophistication and stuff actually apply to why your messaging stops working? It really comes back down to novelty and dopamine and stuff. Not sure how many of y'all remember y'all first sale ever on y'all Shopify store, but like that's probably honestly still like the most like energetic and like craziest win you had when you set up your Shopify store, you set up your ads and everything, you launch your store and you get that first sale and it's just like a huge rush. So, take a second and just kind of think about that rush right there for a second. And then from there, think about the hundreds of other orders you've had since you've actually made that first order. Do you still get excited from that first like those other orders just as much as you get excited from that first order? It's like probably not, you know? I I don't think any of y'all do you do y'all remember y'all 133 133rd order? It's like no, it was probably just like a random day it happened and boom, but you remember your first order. And you'll likely probably remember your thousandth, you probably likely remember your 10,000th order and you're probably going to remember your 100,000th order for the few people that haven't achieved that yet within side of your business and everything. So, the key thing here is that the reason why it's so energetic and so happy is because it's new, it's fresh, it's the first time this thing has happened to you and this is where the most dopamine in your brain is fired when something happens. I like to kind of relate this back to drug addicts. Don't endorse drugs or anything like that just to be very clear. And you know, for anyone that's struggling with that, like wish you the best and everything, but kind of going back to that right there. Drug addicts great example there when they try a particular drug and they're consistently chasing that first time high they achieved with that. There's actually a really good video I'll have to find for you guys and send it over to y'all, but it's kind of like this little like character that's like running. I'm not sure if y'all ever seen it, but it's like the visual explanation of like drug addiction right there where this little like animal takes a drug and like he can jump really high, super energetic and stuff like that. And then he basically does that drug again and then like he jumps like half the height. And then he takes the drug again and jumps like another half the height where he barely gets any boost again from doing that drug again. And like it'll just keep going over and over and over to where like eventually towards the end, he'll take this particular drug and like he jump at all and he kind of just like crashes immediately right there. So, what happens here is that when they keep chasing that same dopamine over and over and over, it just it doesn't have the same effect. And to create the same effect, you have to actually introduce something totally new inside to get a new stimulus right there. So, maybe instead of one drug, you start putting a couple different drugs together or you know, you you change up your whole routine and the way you run your ads and your business. That's why like new strategies for ad accounts when you uncover new strategies and stuff, it fires this new rush of dopamine and stuff like that to get you like hyped up again cuz it gave you a new way, a new possibility of achieving the result that you're you're chasing in that sense. So, I I talk about this first just to really talk about the the repetition of dopamine and the more you repeat the same thing, the less dopamine that you actually get of that thing. So, to be able to fire new dopamine, you have to change the way you go about achieving that particular dopamine rush right there. And as humans, we're naturally wired to stray towards or gravitate towards things that give us dopamine. So, that's why we love scrolling on reels all day, we love watching various different content and stuff like that. But, the minute we start seeing the same content every day and let's say for example, I know for me like I remember one day I had just took the whole day off. It was like a Sunday, it was like raining and cold and stuff like that and I found this like one particular travel channel on YouTube and I literally spent the whole day binge watching their videos. It's this couple called Kara and Nate, really cool couple and stuff and they just make these videos of like traveling the world and stuff. I binged all of their videos in a day and like the first couple videos are like oh, this is so [ __ ] awesome and stuff and then towards the end of the day I was just like whatever like it's the same content over and over. And the reality is it's because I spent like literally probably 8 to 12 hours watching every one of their videos. Now, when their channel like pops up on my feed, like it's extremely rare I watch one of their videos cuz I'm just like already watched like I'm I'm still like exhausted of seeing their content. And what essentially happens here is that I've repeated that same action over and over and over and I don't get the dopamine rush anymore. So, as marketers and advertisers, this is the thing that we have to be thinking about whereas, you know, we're not trying to well, we're always chasing dopamine, but we're trying to get that dopamine rush within side of your customers. When prospects are on social media and they're swiping ad after ad after ad, they're in the make money space for example and everyone's talking about crypto, crypto this, crypto this, crypto that and they no longer get the same rush of oh, these crypto claims for example to make money, this new business offer and stuff like that. We have to pivot and change our messaging for how we actually talk to that niche and how we open up that niche. And this is where market sophistication comes into play. And I've talked about market sophistication, it's probably going to be my third training on it. I got a really cool training for you guys today cuz I got a lot of AI stuff to plug into it and I finally got a really dialed in SOP now to where you can pretty much plug it into any AI you're using and actually get some really good headlines and hooks and stuff like that to for various different stages of market sophistication you want to go after. And that's the big thing when it comes out to market sophistication because when you're opening up these markets, it's how do we engineer new new ideas that no one else is doing to cut through the noise, fire that dopamine and get people like hooked back on our ads and stuff like that. And that's why we take serious what I would say you know, just like we prioritize this when we're creating ads and stuff like that. So, I got I got two different or technically like two different documents for y'all. I'm going to start off with just a simple like just basic sheet and then we're going to go into a little bit more like kind of advanced stuff, but just as a quick little refresher real quick for y'all. So, if we're thinking about market sophistication, it's always going to start off with the hook. Everything starts off with the hook especially to when you're thinking about it from an ad perspective and then we build off of that hook right there. So, you already know research like all of you guys pretty much know the physical part of research where you actually going ahead and you know, like researching your product, looking at Reddit, customer reviews, TikTok, competitor ads, post purchase surveys, like all of you guys already know that. If you don't already know that, then check chapter two in the course. I literally have tons of videos on how to do that for you. And then you also know the the mental side which is actually like building out various different customer avatars for your business. Where people at right now, what are people's dream outcome and how does my product actually achieve them that? So, this is all part of it and this is where we get to actually creating those first bits of hooks, right? And this is a big thing that I'm seeing a lot of you guys with like the ads you'll send over. Y'all will put like a very basic hook that is technically correct. You're you know, you're making something that stops the scroll of your ideal customer. You're creating something that creates curiosity to read or watch more and there's something in it for me, right? So, if I think of like the golden hook formula, if I look at like this one right here, increase ad spend by 20% to scale in 2026. Well, it doesn't stop the scroll of my ideal customer cuz I'm looking for someone who's running Facebook ads. It doesn't create curiosity to read or watch more because it literally it tells me it gives me the statement right there. Like it doesn't do anything for me to actually like want to read or watch more. And then there's something in it for me, well, technically yeah, you could debate that. Like it it just gave me a valuable benefit right here, but there's nothing in it for me if I continue to read or watch that particular video. But, if I would say something like how to scale Facebook ads in 2026, well, hey, it stops the scroll of my ideal customer, it gets someone from Facebook ads. It creates curiosity to read or watch more because now I can actually go ahead and like if I click this video, there's something in it for me to gain and I want to know like what strategy do I need to follow to scale Facebook ads in 2026, right? So, it hits the golden hook formula right there. And a lot of you guys are doing very good job at this and like I'm very proud of y'all. But, the problem here is that it's still missing because not only is there how to scale Facebook ads in 2026 for me, there's 500 other YouTubers that's also posting that. And you guys like for example in like the weight loss niche or the anxiety niche, there's also 50 other advertisers also saying here's how to lose here's how to get rid of anxiety in 2026. Here's how you can lose weight. And you're saying a lot of basic claims right there which again, technically true, you did the right stuff between the research, the planning, the hook formula and stuff like that. But, it's still not engineered to spike dopamine when you showcase that ad right there. When you actually create that ad, it doesn't spike any dopamine. And because it doesn't spike any dopamine, guess what happens? That ad sits really low on that campaign and it's like, "Nick, why isn't this getting spin?" Because Facebook literally can't find anyone that's like, "Oh my god, what is that? I need that." So, I I like to think about like I'm not sure how many of y'all like done like new product launches, but I know for us like for almost all of our clients, like when we do a new product launch, like when we launch those ads in that CBO campaign of like a new product that people been like sitting at their end of their desk or at the end of their chair like anticipating that launch right there, those ads immediately get a lot of spin. Why? Because it's something new added to the account. It's something new people are looking forward to and it spikes their attention again to get them gravitating towards us. Um Why? Because again, spikes the dopamine. It's something new. Whereas, when I talk about how to lose weight for the 563rd time in my ads, creating hooks based off the right formula, but not intentionally making them to spike dopamine, then what happens is they get really low spin right there. So, our goal is to cut through the noise, right? When everyone else is talking about how to lose anxiety and you're also creating ads to how to lose anxiety and everyone sounds the same, you spike no dopamine. So, how do you spike dopamine when everyone's talking about that same thing and that is the desire you want to go after, but what do you have to do to your ads to actually spike that dopamine? And that's where we manufacture it with market sophistication. So, I got a few different We're going to kind of go through the market sophistication thing. Again, most of you guys know it. Some of you guys don't, so I'm going to do kind of like a little bit of a refresh as we're going through it, but I do have other trainings on market sophistication. But today we're going to write a lot of headlines, which is going to be the the big difference with this training. And we're also going to I got some AI prompts for y'all and like a new SOP for it, so it's going to be really nice for you. You get some very good goodies today. Um so, when I'm thinking about market sophistication, I'm thinking about, okay, how do I create these irresistible hooks? How do I create hooks like so strong that it makes it very difficult for someone to swipe past that ad and that's what I really want to be thinking about right there. This is the base level. This is correct from research. This is correct from a fundamental perspective of creating a hook, but again, our hook is to cut through the noise and really lure in those big fish that we really want for our business and stuff that's actually going to buy and click and all that good stuff. So, when I'm thinking about market sophistication here, I'm thinking about how many times that hook has already been used. So, if I go to like the anxiety niche and again, this is like what's really cool about like something like Trend Track for example, because I can literally just like come in right here, go to ads and type in something like weight loss for example. Boom. And let's just do I don't know, ad copy contains weight loss. Let's hide low impression ads for example. Let's do status active and I'm just going to keep it simple today. We'll just do images for example. It's like, okay, how many people are talking about weight loss and like how many people are actually kind of promoting like similar things. Weight loss around the clock, slim and shrimp weight loss powder. Um let's do a couple other things here. Let's do English. Let's do country USA and let's do ad rank. Let's do like top 50 for example. Um so, we got like some more before and after. Again, weight loss, sustainable weight loss. Uh we can help you lose weight. It's not just the weight loss, the life you gain. Medical weight loss, stuck at the same weight, weight loss made easier. Um Nothing working. Ooh, now that's interesting. Uh I lost 200 120 lb in 4 months. That could be a violation right there, FTC. Um but yeah, anyway, like a lot of like similar ads just kind of talking about like weight loss, do this for weight loss and stuff like that. And it's it's just not really spiking any dopamine cuz it doesn't really like look much different than the others. Now, this one's pretty cool right here though. I do like this one. Um sper- spermidine? I don't even know how to say that. Natural Zempic German raw material tested in Switzerland. Um and there was the other one right here I really liked. Nothing working over 15 years of science-backed weight loss results. Little bit better. Um but we can do better here for this weight loss niche. So, how many times has that hook already been used? And then the next one is with market sophistication, I like to think about exaggeration, right? Um exaggeration is a way to also cut through the noise, right? So, again, if everyone's saying the same thing, can I exaggerate what we're saying to spike new dopamine? And that's the goal with that hook right there with market sophistication. So, we take our same base claim right here, how to scale Facebook ads in 2026. Let's look at some of these, right? So, we have stage one right here. You're first to market. How to scale Facebook ads. And a lot of you guys, this is the mistake you're making because you're advertising in very sophisticated marketplaces, but yet you're running around with the same ads of like base claims right here. And because of that, people are swiping past you. Because people are swiping past you, you're having a much higher cost per link click. You're also tend to see a higher CPM right there because Facebook's also struggling to find enough people that actually like like that ad right there. So, because of that, you tend to see a higher CPM, you tend to see a higher cost per link click right there and people scroll past you. And that also messes up everything else between like how like what ROAS and cost per acquisition you're getting into your business. So, if we wanted to actually go from like a stage one, right? You're first to the market. Let's say you're not first to the market, right? We have We actually have one client one client in the last couple years that we've worked with that actually is stage one. That means they're literally first to the market. This particular client, let me see. They they sell a type of insurance. That's all I'm going to say, but no one has created this type of insurance. Like they sell insurance to a very specific customer avatar that no one else is advertising to. There's no other insurance agencies. In fact, there's one, but they're not even really advertising it. They do very low level job of like actually advertising that particular product. Um and it's it's fun. It's fun being in a stage one market because you can literally just be like, "Here's how to scale Facebook ads in 2026. Do this. Do this. Do this." That's all I have to show in the ad and we can crush it. And I think we've done I don't know, well over We're probably well over $50 million in revenue we've done for this particular client in the last 4 years of working with them. We're actually make make our fifth year of working with them um going into this year. Some of you guys already know this client, but NDA, can't really go over that. Um anyway, so, stage one's fun, extremely rare. Like I haven't personally met anyone in the inner circle yet that's a stage one. Um I one client in the last 10 years that I've got to work with that's a stage one. Most markets are already saturated with claims. Most markets are already saturated with products and stuff to where you're having to compete in these higher stages, which we're going to move over to next. This where we go to stage two and this is where we start the exaggeration right here. How to scale Facebook ads to 100k months in 2026. So, notice how we're not necessarily saying how to scale Facebook ads anymore. We're exaggerating the result potential that you can get. Um another one might be how to scale Facebook ads from 30k to 100k month in 90 days, right? And it's not just "Hey, here's a basic tutorial." It's "Hey, like this is like a more exaggerated claim right there." Um typically we're focusing on this particular claim. We're focusing on speed, time, or without people hate. Um exaggeration, that's going to be the three main areas you can go. And we're actually going to exaggerate twice. We're going to exaggerate at a stage two and we're also going to exaggerate at a stage four. So, there's two different stages that we're going to do exaggeration. But like I said, exaggeration is always going to be um speed, time, and without what people hate. Um people Let me just do that what people hate. Okay? So, that's always going to be the basis of exaggeration right there. Um and then you can also even do like results, right? So, exaggerate the results. Exaggerate the results, speed, time, without people hate. That's going to be the four technical things you can really hit on for exaggeration. Now, I also want to be very clear here. Do not exaggerate something that does not actually um like meet that exaggeration, right? Like we've had a handful of people hit million-dollar months in Inner Circle and we've we've given out I think three gold trophies now, three or four gold trophies now. But we've also given out close to 12 to 15 silver trophies, which is people that have scaled to a million dollars a year, so you get a silver trophy if you do a million dollars within a year and then you do a gold trophy if you do a million dollars within a month right there. Um so, you know, for the new people on this call, if you didn't you weren't aware of that, that's what you get. Um so, anyway, long story short, the percentage of people that hit the million-dollar months and get the gold trophy is significantly lower than people that hit like the silver trophy and then like overall for like the group like in total in the number of people that buy and then like the percentage of people that actually hit that mark right there. Um the reason why I want to state that is because if I would go and just start talking about how, you know, you can hit a million dollars a month within 30 days if you join the Inner Circle, like that's not going to be an average result for the group. Typically, the average result is you join in and you kind of bumping up anywhere between 10 and 30% a month in terms of revenue. You slowly scale month over month. That's just the average result of which people typically get right there. So, for me to go and create a whole bunch of ads and start pushing for the fact that like you can hit million dollars a month in 30 days if you join the Inner Circle and stuff like that, that would be a false statement. Yes, it's possible and yes, we've had people do it, but it's not the average result. And I just want to be very clear on that because that can get you into some FTC kind of issues right there and potentially get sued, chargebacks, refunds, people get pissed. Like if I would say that and start promoting that heavy, I'd get a lot of people coming in with like doing 20k a month and trying to hit a million dollars a month within 30 days, fail, and then after 30 days they would want like a refund or a chargeback. Um and if I would refuse to refund, they would charge back and possibly report me to FTC. So, like you have to be careful with the claims. Like choose your claims correctly when you exaggerate that claim right there. Um the exaggerated claim should still be the average result of consumers, but instead of talking about no claims right here or no exaggerated results right here, we're just simply adding in those exaggerated results right here. That is it. Um we had a or we have one of our skin care clients and and within 3 weeks uh within 3 weeks you'll notice visible difference um of like fine lines and wrinkles and stuff. And this is like a a skin care brand that they have a dermatologist that like spent the last 5 years researching, developing. They use some extremely high-end ingredients and stuff like that stuff. And it's very average for consumers to see uh fine lines and wrinkles to be uh visibly reduced within 3 weeks. So, we call out the fact that you get visibly reduced wrinkles within 3 weeks uh for that particular product because yes, it it's or yes, it is an exaggerated headline compared to other people that just says reduce wrinkles, we can actually call out on more of a time frame because it's the average result of the clients right there. So, just kind of keep that in mind right there. Help you guys out. Keep you all out of any trouble right there. Now, stage two. Stage two and one um is going to focus a lot on the the benefit of the product itself, right? So, you're first to market and this is like your second or third to the market right here. You're focusing a lot more on the benefit of the product in the claim right here. Like I know may be able to learn how to scale Facebook ads on this video or on this title. Um how to lose or lose weight versus lose 30 lb in 30 days. Just another example right there so you guys can see how that pertains like e-commerce stuff. Um it focuses on the benefit of the product. And it could be the problem of the product or the benefit of the product. It just it focuses more on the product itself. Now, as we move up and we go to stage three. People are pretty much um like oversold, right? They've they've seen a ton of people in stage one, a ton of people in stage two. Everyone's talking about how to lose weight. Everyone's talking about how to get rid of anxiety and stuff like that. And it just it's it's all it's again, it's your first order ever versus the next 100 orders. You don't remember any of the other orders. You just remember the first order and then whatever order number you are on now, but you don't remember all the numbers in between. And essentially, that's what happens right here at a stage three. People are getting hit with so many ads calling out the same thing, it doesn't fire any more dopamine. It it doesn't provide that first time high that they got when they got when they you know, you got your first order. Um or like back in the drug addict addiction part right there where like the person did the drugs for the first time. Um it doesn't spark that anymore. It just all seems the same and people kind of mentally tone out right there. So, what do we do here? We introduce a new mechanism. And this is actually something right here that um I'm actually tweaking a little bit and this is why like I'm redoing this training again because, you know, all these trainings I do in the courses like I'm daily applying this to all my clients and as I find things that are just like done differently or like I find ways to improve my own workflow and my own efficiency and stuff like that, I'm always providing these training updated trainings to you guys and stuff. So, for me um one thing that um I I wouldn't say I had wrong, but I just noticing it wasn't working as well, which was when we were introducing a new mechanism, we would just like put it in the title. Um I can't stand lucid charts sometime. Um so, like how to scale Facebook ads in 2026, we would do like how to scale Facebook ads in 2026 with AI. And that to me was like introducing a new mechanism. And technically, it would spike some dopamine just because of the fact of it's like it's calling out the new mechanism in the title. Um and it's how to do that thing, but with this new thing. And that was doing well, right? But new and improved and a more efficient way right here. So, this one right here, stage three, this talks about uh introducing a new mechanism. Now, what is a new mechanism? A new mechanism um or let's break it down even at a beginner level. A mechanism is simply a process, point A to point B. If I follow uh this instruction manual, like right now I'm building a uh Lego set right now. I got one of my buddies gave me a um Lamborghini uh Countach Lego set. And it's like I know if I follow instructions from A to Z on how to build this thing and put all the parts together, that's it, done. That's the process. A mechanism is just simply a process to result. That's it. Uh in e-commerce, your mechanism is your product your itself. So, you know, um for example, we have a couple supplement brands on this call right now. So, uh for those people right there, like the mechanism is the pill they take right there. And this pill is formulated in unique way. And that's the unique mechanism compared to like the other pills in the marketplace right there. Um some of y'all may have like um like the same product for example. Uh like if I if I I don't have an iPhone like one with me right now, but if I picked up like an OG iPhone uh compared to like this iPhone right here, like this one right here has a unique mechanism of a full touchscreen um with no home button or anything like that. Uh it has a bigger screen and stuff. Um and it has like, you know, Siri I don't even know if Siri's available in the first uh iPhone ever, but anyway, there's like unique mechanisms within this phone compared to the first iPhone. And the iPhone itself is a unique mechanism compared to like a uh I think in my first ever phone was like a Motorola like something. It was a flip phone. It was like one of the hard things like hard phones that were like already a hard case phone for like people like work outside and stuff like that. Um so, like this whole touchscreen iPhone with apps and stuff was a whole new mechanism compared to uh that particular flip phone right there. So, it's just a whole new way to achieve a particular result right there. That's what a new mechanism is. Now, you'll notice here that this one is a lot different, this particular headline, than say for example, this headline right here. Because this talks more about, "Hey, here's why you're failing with this and here's the new opportunity that you need to hit on um to be able to like do that thing." So, why most e-com brands can't scale Facebook ads in 2026 and the creative first framework that finally makes it work. So, in here, we're giving them information of, "Hey, here's why you're stuck where you're at now and this is the new way for you to achieve that result right there." We're introducing a new mechanism here. This can be a new problem if you're opening up like an unaware market. Um I know we have a particular student in here who uh leverages a problem called cortisol. So, like cortisol could be like the new problem, right? Why you can't lose weight and the uh cortisol reduction program to make it finally work. Um just as an example right there for that particular student in this call. I know we have other people with like anxiety, right? Um I don't know what the exact, you know, formula or unique ingredient in that product help out with anxiety, but that's what I'd be looking at right there. The unique thing right there that you can create. Now, the thing I also want to highlight here for unique mechanism, um there's a really great clip. Uh I I think it is it Mad Men? Um Mad Men oops Mad Men it's toasted, right? Um not sure if anyone's ever seen this. I'll drop the link um probably after this call cuz I don't want to distract y'all. But long story short, this is a pretty cool like TV series on like advertising and stuff like that. And um basically, what they do is they're like, "How do we differentiate ourselves between all the other cigarette brands when they were doing like cigarette advertising?" And it's like, "Well, what's the process to result that we do?" And it's like, "Oh, we toast our cigarettes." So, literally, what they did was on their ads, they called out the fact that, "Hey, our cigarettes are toasted." That was it. That's the only thing they highlighted different. None of the other competitors were highlighting it's toasted. All of them toasted their cigarettes. The the key thing here is that it's not necessarily that you have to have a new mechanism, is that you're talking about something and highlighting something that no one else is highlighting. And that's what creates this differentiating factor between some of these other brands right there. So, some people don't necessarily have a new mechanism in their product or like a strong differentiator, but I like to look at what are other people not highlighting within their product and let's really focus on that part right there. To help us stand out. Um obviously, if you can introduce a new mechanism and you have a totally new way of achieving a result, um, let's say, um, I think about like the, uh, RoseSkinCo, right? RoseSkinCo made the, uh, laser IPL device. And at the time, the mechanisms were like shaving to reduce hair, uh, doing waxing to reduce hair or get rid of hair, um, or the last one which was, um, like going to a, uh, like dermatologist or like I forgot what it's called, person that does the the laser hair removal. But you actually like make an appointment and go and do that particular thing right there. So, RoseSkinCo actually introduced a new mechanism which was the laser IPL but at home. And that's it. That's all they did. They took something that already existed and they made it for at home. So, they created a whole new product, but the product was based off something that already exist. They just increased the convenience factor of that. So, the mechanism still has to have something that makes sense to it that like people can actually see like, "Okay, hey, that's actually going to give me that my dream outcome." Um, that that also has to to do that thing. But it intrigues people and it it's highlighting something that no one else is highlighting. So, in this case right here, why most e-com brands can't scale Facebook ads in 2026? Well, I mean, for the most part, like we all know to test more creatives to to scale ads. Um, and, you know, some people still learn on the way to it, but for the most part, most people know to test more ads. But in this case right here, this is kind of opening up that market that's still struggling with ads and introducing that new mechanism of testing more ads right here. Now, after stage three, you go to a stage four. And stage four is all about talking about, um, it's it's talking a lot about exaggeration of the mechanism. So, when everyone else now is talking about testing more Facebook ads, what do we do to stand out? Well, the cool thing about stage four is that stage four, um, when you're when you go to a stage three and the market evolves to a point where all kinds of people are highlighting different mechanisms in our ads and stuff, when you go to when you go to a stage three, you have the opportunity to go to a stage four, you have the opportunity to go to a stage five, or you have the opportunity to just go create a whole new mechanism. So, you have three kind of ways to pivot right there. Um, I'm not going to say technically like one is wrong and like versus the others, but personally for me, um, I like to just test all of them. Obviously, it makes sense to go to a four then a five, but if we're like in a stage three market and like no one really introducing a new mechanism, then I'm going to go ahead and introduce a new mechanism first. Um, and then that works really well and I start seeing everyone else talking about it. Um, for example, like just me personally in this Facebook ads community, I've been preaching like testing Facebook ads and building out creatives and stuff now since 2022. Um, I have hundreds of YouTube videos to actually back that claim right there. Um, and now I see a ton of people, I just about every YouTuber now and like every other guru in this market alongside of us, um, all of them talk about testing more Facebook ads. So, now it's like, "Okay, do I want to like pivot and go to like something else instead of creatives? Or do I want to go to stage four where I talk more about like, 'Okay, who makes the best creatives?' Or do I want to go to stage five which is like we'll get to that in a second, but it's kind of it's another really cool strategy for stage five. Um, so stage four right here, we're assuming that, 'Okay, everyone's talking about creatives now. Now let's talk about who can make the creative that converts the best.' Basically. So, how a dead Facebook ad account also notice we're exaggerating. We're really exaggerating now. So, we're still doing the same thing of exaggeration that we did in stage two, but, um, I know if I need to beat a stage three right here, I got to like really go exaggerated. So, how a dead Facebook ad account became 2.3 million dollars in 12 months using a creative brief so specific it tells you exactly what to film, what to say, and in what order right there. Um, I made the idea, the dream outcome, sound even easier to achieve now. So, you start testing creatives, you're starting to see some success, but now there's some frustration there. How can I make it even easier for you? I'm not introducing a new mechanism. You could debate that with saying like the the creative brief right there, but likelihood you already know about creating creative briefs and stuff. I'm just simply highlighting that the thing you're doing now, I'm going to show you a better way to do it. Or not necessarily a better way to do it, I'm going to show you a way that has a better percentage, um, in terms of like completion rate or like a success rate right there. I'm making it sound easier in your head. I'm making it sound like, um, you know, it's uh, the possibility of that outcome has a higher percentage of actually achieving that right there. The perceived likelihood of achievement sounds a lot better in that particular case. So, that's all I'm doing in exaggerating a mechanism. And notice how I'm focusing still on that creativity mechanism right there. Um, the creative testing mechanism, I'm still focusing on that in stage four. And you'll notice I'm not really talking about scaling as much. Like I'm highlighting a case study here, but for the most part part, I'm really highlighting the creative testing and how, um, here's a way to, uh, do your creative testing better in that sense. And then from here, after a this is where it's like, "Okay, everyone is doing stage three, stage four claims in this particular scenario." Um, then what happens here? Everyone's highlighting different ways that to scale Facebook ads. Everyone's highlighting like different ways to make better creatives and stuff like that. Um, what happens next? This is where, "Okay, yes, I could go and create a whole new stage three mechanism and stuff." Um, sometimes that can be difficult, um, just because like maybe there isn't a new mechanism, right? Like if I removed, uh, creatives, well, I could focus on landing pages. I could focus on offer to really create like a new mechanism right there. And that could be cool, too. But maybe I don't really want to technically go create a new mechanism. Maybe I don't maybe I've already tried exaggerating the mechanism multiple times and haven't really seen a success with it. This is where we go to a stage five market. Now, this is also where I will say, um, I was technically wrong of how I perceived the stage five market. Um, originally, um, I perceived the stage five market by really focusing on identification, which and I and I initially took identification as the, um, "Okay, here's how to scale Facebook ads versus here's how to scale Facebook ads for e-commerce." And, um, stage five you niche down. Um, after doing a couple of calls and talking with Brian Kurtz who will be speaking in, uh, about three weeks. Um, it's actually March 27th which is like, well, technically 30 days from now. Brian Kurtz will be speaking on this call. Um, and Brian Kurtz is actually going to be roasting y'all's ads. Uh, which is going to be really fun. If you don't know who Brian Kurtz is, he's best friends with Eugene Schwartz, uh, before Eugene Schwartz passed away. After doing, you know, talking with him, going through some of his trainings, and doing some calls with him, uh, one-on-one calls with him and everything, um, this is where we've actually kind of shifted that, uh, stage five from niching down to actually opening up a stage five market for awareness or sophistication the same way we're opening up a stage five market for awareness. So, stage five market for sophistication and unaware market are both opened up the exactly the same way. So, if I want to open up an unaware market, it still technically could be a stage one market for sophistication, but if I want to open up a stage five sophistication market, um, I'm purely, you know, going at it from a stage five sophistication market right there. Uh, Mark, you had a quick question? Yeah, I do. Um, so I got [clears throat] these are headlines in different uh, stages of, uh, sophistication, but yeah. Where are you actually putting these? Because they're not going to fit in the headline spots. Too long. They're not going to the primary text needs to be around 90 characters. Are you putting them in the text hook? Or where where do these actually go physically? >> going to go over that in here in a second. Oh, okay. Cuz I'm sitting here going, "All right, where Yeah, long story short, this is going to be the first thing you say inside of your creative, but we're going to go over that here in a second. All right, cool, man. Yeah. Um, but cool. So, going back to stage five, like I said, opening it up the same way. Um, stage five sophistication is going to be opened up the same way as an unaware market. Um, an unaware market though can be opened up, um, like if you're let's like said, if there's some unaware markets that is a stage one sophistication. So, you still you can technically have a unaware market market awareness, um, and go down to a stage one sophistication. And you also can technically have a stage five sophistication with a product aware market or solution aware market already. Um, so the thing here is with a sophistication, uh, stage five is that when there's already the claim's been used so many times, you need a way to basically kind of open up the market, um, and and talk to the market in a different perspective that's not directly about that thing right there. And that's where we focus more on the frustrations people had. We focus more on, um, the people who the people are and stuff in terms of identification. And watch, I even have a really cool sheet that I built out for you guys as well, um, which we're going to go over here in a second of actually how to build creatives with this. Um, is, you know, talking instead of making a claim, the message should connect with the prospect through a shared feeling, identity, or experience right there. And then if we think about like experience, a lot of these native ads that we talked about in the last call, a lot of them talk about experiences someone had which made them realize this, which is why this problem happens, and that's why they found this e-commerce product call line. A lot of those long-form primary text ads. That's just one example right there. And we'll go over a few different examples today for that. So, going back to this on stage five right here, we put one when nobody tells you when you're stuck at the same revenue number for six months straight, we're appealing to a really massive audience right here for this part. And then we're again going through and conveying them to whatever product we want to sell them right there. The key thing I really just want to highlight here with this market sophistication is stage one again focuses on the benefits or like stage one and two focus on the benefit problem the product solves. Whereas when you look at these later stages, stage three, four, and five, these focus more on a benefit of consuming the ad. So, there's some type of story, some type of educational material in it that you know, first educates people of why you're thinking wrong, here's the new way to do it, and then go into what you got to sell to people. Whereas these ads right here are focusing on more, hey, if you want to lose weight or if this product loses weight, it does this, this, and this, buy today. Whereas like this one right here, we're talking about benefits of consuming the ad, we first need to talk about here's why you can't scale. Here's the problem that you're experiencing right now, here's why it's a problem, here's the mistakes you're making and stuff, and then here's what you actually need to be doing and educating them on that belief switch first, then from there pitching the product after that. So, that's where the the big difference is between three, four, and five versus one and two. And I know that was a big switch for me. But Nick, how do we actually apply this to the ads now? So, actually going into this part, this was more just a quick refresher on sophistication and some slight tweaks. Like I said, a big one being the stage five of how we open up the stage five sophistication and everything. Other big question is, well Nick, hey, if we don't niche down for stage five anymore, do we still niche down in general? Yes. We just don't look at it as a sophistication stage or an awareness stage or desire stage if you want to niche down. When we when we think about niching down right there, a great thing that I heard from Brian Kurtz as well is, I want to go as narrow as possible to who's buying from me and really go in deep with them, and then only start to expand other stage other personas when we have launched a bunch of new products for those stages, we've really improved their LTV for that stage, we've done everything we can and we're getting stuck due to our TAM. Now we need to go to other personas and stuff like that. So, go on deep with one core ICP first, and then from there you can expand to the others. So, that's a big thing right there I just really want to highlight on that part. Now, again, promised y'all goodies today, there's me a lot of good goodies for y'all. I'm going to drop this sheet right here in the chat for y'all. And we got some cool AI prompts and stuff like that for y'all. I finally I'm hoping it works for y'all, but at least for me, I've been seeing some really good headlines from it. But simply what you do is you click on download right here on this little PDF document. And then it's going to come in and give us this PDF. And this is basically the instruction manual we're going to be giving AI. And again, I'm just trying to get this as simple as possible to like help you guys out. I don't like using I don't like using AI like for everything, but I love using AI for ideation. If I if if AI can at least help me like show me kind of like the headlines I need to be thinking about, then I can use that to help write better headlines. Versus, hey, you know, Fab, right now, write me a whole bunch of stage three sophistication headlines for your product. You may get stuck there for a second. It may not be able to just pop to your head. But instead, I can give it to AI, AI can at least give me some ideas, and I can start picking through those, picking out what I like, picking out what I don't like, merge a couple together, give AI some feedback, and now I can get some really good headlines a lot faster than me just sitting down and trying to write that. You know, if I just like picked up this pen and paper right here and said, all right, I got to go write a bunch of stage three sophistication headlines. I'm going to stare at this blank probably for about five, 10 minutes before I actually even get an idea. And the first couple ideas are going to be suck. So, maybe after about 30 minutes to an hour I'd have some really good headlines. Whereas now I can literally just come to Claude right here and I'm actually going to pull up we'll use I'll use one of my consulting clients. So, this is one of our consulting clients. I'm just going to pull up their ICP real quick. Long story short, their ICP, just to show y'all how I did this, I literally just went to their website. And this particular client actually sells a $288 cream. If you guys don't know what like lotions and stuff should cost, CeraVe I think it is. There you go, moisturizing cream. Typically these creams cost about 19 to 20 bucks. We're selling it for $288. Very clear on that. So, for this case right here, like I already know, like I need to go for at least a stage three market specifically for this type of product right here. I'm going to I'm definitely going to need some type of longer funnel. I can't just do a image ad and send people straight to this page and be like, all right, add to cart. You know, like that's just not going to work right there. I need some type of advertorial or listical to help bridge that gap. I may even need some type of like a you know, um opt-in funnel. And I could do some type of like free product or like not even a free product, but some type of like smaller product they purchase first. Maybe even like a VSL or stuff like that, but at least advertorial and listical starting first. So, I'm literally just going to go ahead and do this even simpler for you guys just to show y'all how quickly you can get some good headlines. I'm going to go in here to our prompt section of this document. I literally have the prompt all nice and neat for y'all. And y'all can just copy and paste that into Claude. And then our Claude, and then basically it asks, okay, here's my product information. I'm going to delete that and literally just give it the URL. That's it. Attached to my market sophistication SOP. There we go. So, I'm going to type in or add in that market sophistication SOP. Let's see, I think it's right there. Make sure I downloaded the right one. Boom. And then I'm basically just going to go ahead and hit enter on that. And let's see what we get here. So, keep in mind with this type of product right here, this is where like my first part of research is just understanding what makes this different. A lot of people want to do research, and I find that so many people have been focusing on research now that they forget to even study their own product before they do research. If we think about it from like the Rolls-Royce ad, which was like the loudest noise in the Rolls-Royce is um Let's see if it has it. In the Rolls-Royce is the electric clock. There we go. So, like if we think about this ad right here, 60 miles an hour the loudest noise in the Rolls-Royce comes from the electric clock right there. Like again, this one is going to be more of that stage four sophistication headline right here where we're just showing how we're better than other Rolls-Royces because it's a new one, and we're also showing an extreme claim. What makes it extreme? At 60 miles per hour, I wouldn't say that's relatively fast in today's world, but at least at that given time that this was put out, 60 miles per hour is probably a decent speed. And then also to the electric clock, we just immediately think of something very quiet. So, if that's the loudest noise, that's insane. This headline literally came from one of the engineers. The copywriter was interviewing all the engineers, and they heard one of the engineers talk about it, and they wrote that down, and that's what they used. So, yes, spend a lot of time researching your market and different ICPs and all that stuff like that, but also spend just about as much time like learning more about your product. Some of you guys are drop shippers, and some of you guys didn't formulate or engineer your product and stuff like that, you just kind of found a product online and you started selling it. Some of you guys have spent the last couple years actually building these products yourself, and you know everything about your product. But you know, at least for us like as an agency, we always like spending time to dive deeper into the product itself, how it was built, etc. This particular client right here, the like one of the owners was a dermatologist for like I think 20 years. And the last five years of being a dermatologist, they spent all of their time building this product. They tested hundreds of different formulations and stuff like that. And they finally came down to these like five or six different peptides. seven. Seven different peptides that they were able to condense down, put into a cream that would actually sink into your face and not actually just rub and smear on and then wash off later in the day. So, that's why it costs so much. And these peptide creams, they cost like six, seven hundred dollars if you go buy it out by yourself, or you can literally just boom, pay the $288, get them all formulated into that one cream for you. So, um understand your product a little more before you actually go like dive into it and stuff. Um, so here we pretty much got all of this. Um, literally just gave it product information. Um, I would give it like an ICP, which again keep in mind like for us this ICP the way we created it was we literally gave our product link like our website like this to Claude and basically just asked Claude, "Hey, tell me everything about my product." It gave me uh, all of this information right here. And then that just gives me a product info thing I can just give it now. Um, and then product reviews, I just copied all the product reviews down. And then I I gave both the product info and the product reviews and I gave it to Claude and just said, "Hey, tell me my ICP." So right now I just have to give it my ICP document and my uh, product info document and then that's like everything it needs to know about my product. Now, as far as actually going and writing these headlines and stuff. So, let's go to our next prompt now. Um, basically this prompt says, "Using my information and the market sophistication SOP, write one hook for each of the five stages. For each stage, state the core rule in one sentence before writing the hooks. Every hook must be a pure representation of its stage with zero language from adjacent stages bleeding in. After writing all hooks, do a one-line audit for each confirming it belongs to that stage." Um, so this is a pretty simple just copy and paste. You don't have to do anything to it. And it's going to start writing us some hooks now for this. And once we get these hooks, um, going back to Mark's question of like, all right, what do you do with this now? Well, this is your basis here of your idea. Um, so when I'm thinking about advertising and stuff, I always think about the big idea. And this is the big idea starting off. And then it's like, okay, do I want to do like a long-form primary text ad with like a a native page and stuff? Do I want to do a video ad? Do I want to do a static ad? And then I'm thinking about, okay, if I'm thinking about like a long-form primary text ad, we know the hook needs to be the first sentence of that primary text. I know if I want to do a video ad, the hook's going to be the first thing that that person says in the beginning of the video right there. Um, I know if I want to do a static ad, that's going to be the big hook that's on that image um, when we're thinking about it right there. So, um, that's kind of where I I'm start off from there. So, first I just start off with the big idea. So, uh, restore lost firmness and the density to aging skin. There's already hundreds of people talking about aging skin. If I go here, let's just type in aging skin. Ad copy contains aging skin. How many people are talking about aging skin? A lot of different people. A lot of different people are marketing towards that pain point, that benefit. So, I need to do something different than all of these people. Uh, to be able to compete with those people again. How do I spike that dopamine? I want to get people thinking about it. So, in here, let's just go back. Um, okay, restore visible to firmer, denser skin as little as five weeks with one daily application. Look at how much better that sounds just going to a stage two. We didn't even introduce a new mechanism or anything like that. And immediately just sounds a lot a lot better. Next one, why most anti-aging creams never reach the layer of skin where it density loss actually begins and how P7 Pro's nano emul- emulsification technology delivers seven peptides exactly where they need to go. That sounds really good. Obviously it's very technical and there's some other tweaks that would need to be made from here. But notice now how we're not just technically going around um, hey, restore lost firmness and density to aging skin. Now we're going and starting to actually talk uh, in a way that's going to introduce a new mechanism to the marketplace. Now, stage four, this is where it talks about like nano peptides and stuff. Um, nano peptides and like this like how we basically have like better peptides versus other people. Uh, technically we don't really have many competitors at all that's focusing on peptides in their cream. So, I don't really need to like go to a stage four cuz it just technically wouldn't make sense not like for where I'm at right now. Um, but you know, that's kind of like just showing you again what that stage four would look like. Uh, again a lot of big words and like more scientific stuff it's using just because of how like the type of market we're going after with this type of product. Um, so I would test a I literally give it to ChatGPT or Claude and just say, "Hey, rewrite this for someone with a IQ of 90." Where I dumb down the advertising not because people are dumb, um, at least for the most part. Uh, but just because of the fact that when you're scrolling through social media, very complex things take longer to consume and because it's longer and more challenging to consume, it interrupts your ability to get dopamine. And if it interrupts your ability to get dopamine, your body just naturally kind of like sh scrip- scripts past it and stuff. And then lastly we go to stage five, which is reviving a dead market. And notice how it says, "You tried everything and your skin still doesn't look like yours anymore." It's supposed It's supposed to sound like that. It's supposed to sound like, wait, this doesn't even sound like it's cream or or skin anymore or like aging skin or anything like that. Because you're you're to intentionally open up a market so far away from your product um, that it allows you to go ahead and start to try and revive that dead market uh, open and talk to people you have never talked to before and stuff like that. Um, one of my uh, team members actually just showed me an ad that was very close to this um, or pretty much opening up this market and it was like a breath of fresh air for this particular uh, client and product because if, you know, we just we kept hammering like basically stage like three basically over and over and over and over. Um, and um, you know, there wasn't really a stage four uh, and then like so stage five like it just made sense for us to go test out. So, now basically here it's like, all right, you got some headline ideas. Um, there's a couple things you can do. If you just want a bunch of headline ideas, I could literally just be like hey, like Claude, like write me like 10 more headlines for like stage three. But I also want to show y'all how to actually turn this into an ad. So again, next part is actually figuring out do you want to write like a long-form primary text ad? Um, we can do a little bit of everything, right? So, um, let's just see real quick. Let's go to the 90-day GMP real quick cuz I have a few winning ads inside of here will pop up. Um, something we've been doing is I like to go ahead and find the ad like format or like the creative style through like Trend Track. Like find the winning ads from other brands in different niches and then just recreate those for our product but using the like like we still have the high-level control of like the awareness, desire, the sophistication, ICP and stuff like that. But as far as like the format and stuff, I love to just pull it from other niches and stuff. So, like here's just a couple winning ads we can actually like rewrite today. Um, so here's just one I'm going to pull up real quick. Let's see. Just to show y'all real quick. Um, this talks about like what happens if you take the mag- the most powerful magnesium for like 42 days or something like that. Again, very stage four. Why? Cuz it's going directly in stating the mechanism, magnesium. And then it's talking about what happens if you take the most powerful magnesium for 42 days. So, I'm literally just going to copy this script right here. Um, or actually I need to do one more thing before I copy it. I got our next prompt right here. And I'm going to go in and I'm just going to do this. Um, I'm going to go after I need to edit this where it says targeting a stage number market. You need to actually type in the market you want to go after. I want to go after a stage three market. Um, and then the hook we want to use is this one right here. So, I'm going to just going to paste that in right there. And then now it says paste the script here. So, I just like to kind of make it a little double tap and then I'm just going to go in and copy this script. This talks about magnesium. My product talks about anti-aging and like that stuff. Two completely different products. So, I'm not in the same niche. As long as it's not in the same niche, you are fine. Um, I just like to really stress that because it allows us to still create like net new kind of like ideas and stuff like that messaging. So, I'm going to hit enter real quick and then we're going to let it start to produce um, start working its magic here. And basically what I'm doing is I like to think about it like um, you know, building a house in a way. Where like some houses come to you and already like pre- not not necessarily pre-built but pre-planned. And then from there you just make all the tweaks to the house to make it yours. And that's what I like to think about when I'm going after this way. I don't want to sit down and try to figure out how to build a house or how to plan a house out. I want to go figure out what are the cool houses that everyone's loving right now and then just go recreate that for me but make it like mine and and it's easier to see something and edit it to how you like versus you going ahead and trying to design the house from scratch. So, that's why I like to give it a script right here. I like this script. Um, I like this script. It's cool. I want to go recreate that ad. I want to go build that house. But this is not my house. This doesn't like basically this house doesn't um, you know, the the framework of the house is good but it's in the wrong color. Like I want more windows. I want um, maybe like a larger bedroom. Maybe I want like a better bathroom upgrade. And I basically take the bare bones and then customize it to uh, what I want. So, that's why I like to do that. And we've been doing this and it's been helping a lot with just producing more winning ads and stuff. So, uh, basically I gave it that script and it basically is going to rewrite that script while keeping in mind that it needs to market to a stage three market. Um, and then basically before anything else, here's the core benefit I'm extracting from the hook. Um, and then basically what it's doing here is just basically restating to me that, "Hey, before I write this script, here's at least what I'm picking up from you of like what we're doing here." So, most anti-aging creams fell because they can't penetrate deep enough. P7 Pro's nanoemulsification technology is the reason is the reason its seven peptides actually reach the structural layer of skin where the density loss originates, making it fundamentally different from everything else prospect has tried. Um, so basically what they're trying to do, how our product works, the main benefit that we're trying to articulate to, um, and then specifically the benefit it's not just firmer skin, it's delivery as a differentiator to promise P7 works that others don't because of how it gets there, not just what it contains. Um, and then basically just ask for confirmation that like, "Hey, that was the right like interpretation from that." And then from there, you can just simply say, "Yes." Um, please, whatever you prefer. And then what it'll do is actually go rewrite that script for us putting in those ideas. Now, while this loads, a couple other things you'll notice I'm using Claude right now than ChatGPT. Um, I always like to say the pendulum swings. And, you know, a couple months ago or like a year ago at this time, the pendulum was swung into Claude's favor for writing better copy. And then, um, ChatGPT made a lot of rapid invest advancements and stuff like that over last year. And then like ChatGPT became the preferred method for writing copy. And then, um, you know, I started playing around with uh Claude again. And now Claude swung back again to writing really good copy. So, I I like to kind of test different AIs for writing copy. Um, I would say at least once a month it's a best practice just kind of see like who's writing better copy now. Um, and it doesn't really take long. It can just be a quick just simple like, "Hey, I'm going to go in and, you know, see what this works and stuff like that." Um, and then, you know, just figure out which you like better. Uh so, over the last I would say about 2 3 weeks I've been using Claude a lot more than ChatGPT. I've been noticing just a little bit better um in terms of the quality and the um the understanding of the creativity and stuff like that. Um, Okay. So, do you know what happened what happens to your skin if the peptides in your moisturizer actually reach the layer where it begins or where aging begins? So, again, calling out that curiosity factor here. So, do you know what happens to your skin if the peptides in your moisturizer actually reach the layer where aging begins? So, we're talking about the the aging layer and we're introducing this new mechanism of peptides. Now, one thing I don't like about this is that it's assuming um that people are already taking peptides in their cream and that's completely false. Uh so, I will literally just tell Claude that right there. Um, let's see. Let me mic in real quick. One thing I don't like about this hook is that the hook assumes people are already using moisturizers with peptides. Well, that's not true. Our moisturizer can get to that layer because of the peptides in it. And then I'll literally just give that feedback to Claude. Um, that's something else too that just gives me a lot better copy and like creatives and stuff like that with Claude um or any AI. It's just being very direct in the sense of like, "Hey, here's what I don't like about it. Here's what I do like about it." Um, let's see. Because of ends. Yes. And that just helps out a lot. So, um now I'm just going to give it one more rewrite. Um, Okay. Do you know what happens to your skin if it finally had peptides that could actually reach the layer where aging begins? Within the first few days your skin feels starts to feel different not just on the surface but underneath it like something finally working at the level where the real structural loss is happening. Um, so basically kind of going over your weeks then finish you've been noticing. Really like this one cuz it's going really detail um in the benefits and stuff. And then let's see. I'm not going to read this whole thing just cuz of how long it is. Um, and the dullness fading, cushion plump, it helps define your complexion returning you've been blah blah blah. Um, by week four you're looking in the mirror seeing a face that looks like it's been reinforced, firmer, denser, more cushion. And here's why that's even possible. Most moisturizers don't contain functional peptides and that's the one that doesn't have delivery system get past the surface. Cool. So, going into that mechanism in there. So, I would copy this basically and it's like, "Okay, I'm looking for something that's 80 to 90% perfect." Um, and then what I'll do from here is, "Okay, now that we got that, I'll literally just go into like my ads tab, for example, in my doc and I'll paste it in and then this is where I'll just do like my final little revisions and stuff." Um, one thing, let's see. Do you know what happens to your skin if it finally had peptides that could actually reach the layer where aging begins? I like that. Um, within the first few days your skin starts to feel different uh not just on the surface but underneath it like something is finally working at the level where the structural loss is happening. That's good. Um, but at first week the hollowness around your cheeks and temples starts to fill back in the finish you've been noticing. Um, that fragile paper-like quality begins to lift, density starts returning, da da, and the dullness fading, cushion plump. Cool. Get ready. >> [snorts] >> Boom. In week four you're looking in the mirror seeing sweet sweet sweet. More cushioned. There we go. And then finally just going into what makes this different. Moisturizers don't contain functional peptides and the one that doesn't have delivery system get past the surface. P7 resolves the problems. It combines the seven peptide. Cool. And then boom. And then most brands don't have the R&D infrastructure to develop that shrinks those peptides into particles small enough to penetrate the past skin's barrier. That's the difference, not just better ingredients, a fundamentally different delivery system. One that brings the right peptides and the means to deliver it no moisturizer ever could. No filler ingredients, no fragrance, just clinically tested dermatologists when most moisturizers entirely. Boom. And after just a few weeks people come back and say the same thing. Their skin just looks better. It feels fundamentally different, more jump. Boom. So, here's technically would be like the script right there. Um, most part I really like this. Um, two things you do have to take in consideration a little bit is that when you are pulling like scripts you like on from like Trend Tracker, for example, this is how Claude is going to write that script itself. So, if you're trying to do like a stage five specification or stage one specification and it's the script which is leans a little bit more to one particular way, um, it may just kind of throw it off just a little bit in that sense. Um, so you may have to tweak it a little bit right there to fit that. Um, but other than that, like I would literally take this. I'd copy this link right here. I'd go and do inspo. Boom. And then I just be like, "Script here." And then what I'll do is I would literally just have my editor. I would send my editor this right here. Um, and then my editor would literally just go and recreate this whole ad. Now, as far as like this ad right here, um this is all AI. Uh we actually already have a chapter in the course under AI Ads Mastery, um, where we talk about how to create these AI podcast ads and I show you guys how to make this. But we've actually turned that exact ad um into a new winning ad for one of our clients just to show y'all real quick. Um, let's see. There we go. So, this is again just feeding another new mechanism. What would happen to your acne if the oil glands feeding it were shut down for a few days? So, introducing a new mechanism which is a new way to um to solve that particular problem people are having. Um, and then we just basically just highlight the benefits of it, uh talk about the new mechanism and stuff like that. And uh this this ad right here became a new winning ad for one of our clients. And then now we're getting this ad recreated for all of our other clients. Um, so that way, you know, we could see the effect this has on other clients as well. But again, all of this is AI right here. So, relatively easy to actually go and create. Now, second thing that I would also do in this particular case like for this particular ad set um or this concept is I would actually go ahead and create some type of like listical landing page right here which is like five reasons why people love this peptide cream or five five reasons why people are throwing away their moisturizer for this peptide cream. And then go in right there. Um, and um you know, just really hit on those big reasons so that way it further drills into people that like, "Hey, there's social proof around this particular uh peptide cream itself." Now, last thing just to highlight on that is that um if your mechanism is uh trending right now. So, for example, like this peptide cream has been around for a couple years now. Um, but just recently peptides itself have been like crushing it uh on like just in general like a lot more people are becoming aware of peptides and stuff like that. And if I look at like past five years, like it's just crushing right now. Like everyone's searching peptides right now. So, we have peptides within side of our cream right here. Um, just recently probably in the last 30 60 days with this particular brand, all of our peptide ads are like really rising to the top and becoming our best best spenders in the account. Why? Because peptides is a buzzword right now and people are going crazy over it and they're buying peptide everything right now. So, same thing when it was like uh GLP just came out and everyone started throwing GLP buzzwords into their advertising um to basically, um, you know, show people that we either give the same effects as GLP or we have some type of our product works like GLP or we actually have a GLP, um, or G1, yeah, GLP1, um, type of product for like weight loss and stuff. So, if you have a buzzword uh, within like your mechanism, for example, uh, leverage that. Make that part of your mechanism right there. Um, and how do you understand when a buzzword is buzzing basically or trending right now? That comes down to that research part of and why we do so much research on like a day-to-day basis to like stay in tune with the market and stuff of like what's trending and stuff like that. So, um, but yeah, so like that was a video right there. I'll do like one more just kind of recreation here. Um, let me just I'll just do this one for example. So, let's just do copy or let's just download image real quick. And there we go. So, I really like this dermatologist says this ingredient is a game-changer for aging skin. So, um, I want to introduce this as a new mechanism or like I want to go get this image out right here recreated, right? If I want to send this over to my designer, get him to recreate this, um, I personally wouldn't because it's also like a beauty niche product and I just don't really want to recreate another beauty thing. Um, but let's just say here, let's go and go back to Claude here. Um, let's go in and copy our original message we had sent it uh, with the script and everything, but maybe I don't have a script. You know, maybe we want to do, um, what you call it, maybe we want to do more so like just one headline, right? Uh, I'll paste that in. Let's see. For writing, let me see. Do I generalize it for writing? All right, cool. Um, There we go. So, this is our script right here. I'm just going to delete that. Let's see. Let me open up this. Copy text. There we go. And I'm just going to do the same thing there and we're going to go get that recreated. And we'll let basically Claude do its best job for that. So, um, yeah, and that's basically going to create us the stage three. So, again, like as far as like actually creating the creative itself, um, that's an image ad or that's an image ad that's coming our way. This is a video ad. Let's say for example, we wanted to do, let's go to like the 90-day GMP. Um, there's a really good one down here. Um, let's see. There we go. So, this is a long-form primary text right here. So, again, you always have to understand with the creative right here, this creative style right here, um, what is the main lever to hook people in? So, this these types of creatives right here that we touched on last week's training with with ad camouflage is we're intentionally making these long-form primary text to, um, camouflage these ads in. And because of that, you always have to be thinking about what's the first touchpoint of this creative that people see to hook people in. So, in this case right here, you're intentionally running these on Facebook mobile or Facebook feed only and you're leveraging like what people are seeing right here to really hook people in. Um, whereas if I'm running a video ad, the first thing people see to hook them in is going to be the first 3 seconds of that video right there. So, you always have to be thinking about that. What's the first thing that's going to be hooking people in and in the rest of the ad, um, that you're trying to create is going to be based off of that. So, um, let's see. This is the full headline. Let me just do this. So, you just always have to be understanding that part right there, um, so you can actually apply it. All right. Um, da da da Give it a second. Yes. >> [snorts] >> And the cool thing here too is like you can literally leave, um, what do you call it? Scientists say most anti-aging creams never reach the layer where aging actually begins. This delivery technology does. There we go. And this would be like a really good, um, image ad. So, like I could go just get this image ad right here. I think I have it over here. So, this would basically be uh, the new hook on this particular image ad. And then from there, I would also even recreate this hook or use this hook right here for like an advertorial where the advertorial will kind of go into, um, like like I said, this particular client actually has like a legit dermatologist that actually like is one of the owners of the brand and everything. So, I would actually get them to document some of the the scientific studies of, you know, the problem with most anti-aging creams, how they don't actually deliver, and then from there go into, um, the science that goes into their particular peptides right there, how it actually gets into the skin, and then, um, from there go a little bit deeper into all the amazing benefits and stuff like that you'll get it from it. So, um, but yeah, so like again, just showing you guys another example of how to do a photo. Now, let's do one more example here. I want to actually do this long-form primary text. So, I'm going to copy this. And then I'm going to go into here. I don't know if it's it might be too long. We'll see. Let's see. Let's see. Let's see. Copy ad copy. I'm just going to copy that copy right here. I'm going to go in. There we go. Now, let's see it rewrite that. This one is a little bit more challenging because this particular, um, headline right here or this thing that I'm, um, showcasing right here, uh, it's a long-form primary text and this is specifically to open up a, uh, unaware market. So, now there's a misfit in terms of the creative style and what I want done. I want a stage three market opened up, but I'm giving it more of an unaware ad. So, I'm not too confident in its ability to actually be able to go ahead, um, and, uh, you know, actually create something good here. But, we're going to give it a shot. We're going to give it a shot. So, All right, let's see. Let me while that loads here, I'm going to look at a few quick questions real quick. Um, Luca asks, can you go over again what you found out about stage five? I'm going to go over these questions in a second. I'm just making sure there's nothing that's, um, uh, let's see. Okay. All right, sweet. So, there's actually a good a lot of good stuff here for me to go over here. Let me give this a second here. Um, let's see. While this loads, I'll start answering some questions. Okay, uh, which follows the SOP again? Um, let's see. Give me an example of niching down versus stage five sophistication hook. Um, so again, a stage five sophistication, we'll we'll we'll do some hook examples here for a stage five. The the key thing here is that niching down is not does not pertain to sophistication stages at all. That's that's the biggest thing. That was the the real, um, you know, the new way I learned after, you know, working with like buying curtains and stuff like that. Um, and getting clarity from literally the his best friend was Eugene Schwartz who wrote the book breakthrough advertising. So, um, in that case right there, like it just niching down, you can niche down. Um, niching down I still believe is a way to beat your competition. We're just not pertaining it to market sophistication anymore. That's it. Um, and then which follows the SOP again? Just so y'all have it one more time. Let me copy this in here. Copy link. There we go. All right, cool. Um, let's see. Can you show a couple examples of stage five actual ads? Dell, yeah, let's uh, a lot of stage five, I don't have too many on like a swipe file right now, but I know in the tests this Facebook ads and we're sort of to scale. Um, it's just it's the same way of writing an unaware ad. That's it. So, all your unaware ads, that's going to be, uh, the same way you do a stage five. Like it's it's literally identical from there. Um, but we can definitely go over a couple here in a second. How often do you use the Claude plus SOP method versus recreating people's ads? Um, this is like literally the way we've been doing it, I'd say probably over the last couple weeks, um, and it's been giving us much better results in terms of like a higher hit rate and stuff with our ads. So, yeah, like pretty much the main thing we've been doing right now. All right, um, let's see. Let's see. Yeah, IQ 90, IQ 90 method, like I said, that works really well to simplify uh, when you're working with more like, um, when it's giving you very complex stuff. We have to keep in mind here like the people that buy this particular product, this $288 cream, it or people that resonate with that type of language there. Um, if you go on like YouTube and watch a bunch of like luxury skin care reviews and stuff like that, all of these people are talking like that. Uh, people that are spending two, three hundred dollars, even I think there was another one like four hundred dollars, um, for the skin care. So, they're talking about those things. It's not for a mass market product and sometimes the IQ of 90 actually makes you look like not necessarily dumber, but it makes you look like oh, you're not talking like me. Like, you know, you're you just don't resonate with that market there. So, I like to test test ads of both levels. Cool. And James, can we get a sample? Yeah, I'll see what they do. All right. Um all right, let's see. All right, when a skin care brand needs shelf space, it gets celebrities, campaigns, luxury packaging, and a marketing budget bigger than most hospitals. When your skin actually starts losing its structural density, you get handed the same surface moisturizer in a pretty jar and told just to be patient. I sat in my dermatologist's waiting room turning half empty jar of a $300 cream over my hands. This is my fourth dermatology in 2 years. Okay, so, just to give y'all an example real quick of what we're recreating here. Um I'm not going to read it out loud, but I'll let you guys read it here for a second, but basically talks about like Mane's Johnson not working in the beginning. Um and then basically like a woman having issues. Yeah, like this is a great example of an unaware ad though. Um where it basically makes two comparisons uh an experience people can resonate with. Um and it also really works and and aligns with people's frustrations right there. So, uh same thing here. That's what basically is being rewritten here. Um and let's see. When a skin care brand needs space, basically just kind of making the comparison of a lot of these luxury and like um celebrity backed skin care brands. Um and then comparing it to basically this product and stuff. I wouldn't really say I'm a huge fan of this one. Um I don't think it's going to be really something that people like resonate with. I will give y'all an example though of a really good unaware ad that we actually it did work really well for us was let's see. Let me go. There we go. So, we actually rewrote this for our acne client. So, and you guys will see this very quickly. Um let's go to this one. So, like you read like just this beginning part right here. Um Like it's making these two comparisons to get people upset. And then we basically did the same thing here where hey, if you have severe acne, you get to go get Accutane, you get to be solved like ASAP. But, if you don't, then you have to go on pills for a couple months, take more Proactiv, blah blah blah, and um you know, you basically just like never really get fixed. So, um this right here is where we're talking about the market and talking about an experience that people can resonate with. And then we're giving them and introducing the solution as we go down right here. So, um this is a great example right here uh for that stage stage five sophistication ad. So, I'll drop that again in the chat right here. There we go. So, um yeah. So, let's go. Let me drop the other one too for y'all. Yeah, so like these will be definitely more stage five sophistication ads, more unaware markets and stuff right there. Again, unaware markets and stage five sophistication markets open up the same way. That's the best way to explain it for y'all. All right, cool. Um went way longer than expected, but I definitely think this will give you guys some at least some good leeway of how to make these more what I would say dopamine driven headlines and hooks and stuff. Um and how it's actually applied and stuff like that. Um let me just close a couple of these things out, and then let me go over and get to some of those questions. You guys should have access to this document now. Again, I just download overview, download. Um and this is the one I actually give to Claude right here. So, if I just do that, this is the one I actually give to Claude and gives Claude the context and stuff. This is also the full SOP. So, like you guys can actually go through this SOP as well. And um instead of like having to go through this whole hour and a half call, you can actually go and learn um from this SOP itself. And then the other one, this is just a diagram from today's call. So, going through and showing those different stages right here. And then some of these other things, these are the prompts. Um and then I just wrote a few different ads for like stage one, stage two, stage three, stage four, stage five. Um just to give y'all some other examples too uh from that. I do want to add in more um ads for these as an examples down the line. So, this is just everything I was able to get done today for you guys. So, um but yeah, a lot of really good goodies here. Let me go ahead and stop share. Oh wait, let me also drop that video too for y'all. The it's toasted video. Let me pull that up. All right. Let's see. It's toasted. There we go. Cool. Give you guys something to watch on the side later. Um all right, cool. I see we have a couple hands raised. I'm going to go with the hand raisers real quick cuz I think I already got all the uh Yeah, I already got all their quick questions in the chat answered. Um I don't know who was first, James or or Bill, but we'll just go with James first. So, when we're creating these new dopamine um co- ads >> dopamine driven hooks driven hooks. Is it mostly around hooks or is it also like the style of ads like going from like UGC to AI to static to different colors or is it just mostly around hooks and then we focus on the style? Ooh, that's a really good question. So, think about it. Why does market sophistication work? Because it gives you a road map of how to compete and beat everyone else. Um so, again, just going back to people are tired of hearing the same thing and seeing the same thing. So, when I um if everyone's running UGC, and I want to go open up a new mechanism for that market, as long as that whole ad pertains to new mechanism, I cuz like another thing people do wrong with this is that they just do a new mechanism hook and then the rest of the ad's the same ad that everyone else is running. It's like the whole script. Like you saw in there of me like writing that ad. Like the whole script was around that particular stage right there. So, in that case right there, um as far as like the actual visuals and stuff, I always tell my video editor to recreate the um like each scene. So, the the visuals are going to pertain to what I showcase and talk about in that ad. And because the hook creates a new script and the script is going to be different than everyone else, that's also going to create different visuals. Now, as far as the actual style itself, like you said, if UGC versus like AI podcast style, that's where I just have my fun and test a few different ways. Um I I'll go to like my go-tos, which is always like AI B-roll and a voiceover. That's just like one of my go-tos that I just consistently keep seeing work over and over and over. So, I'm always going to go to that, but I'm also going to find other ads as other ads in different niches that I want to recreate from Trend Track as well. Okay. I I quick follow-up question is I want to like apply this to like the podcast clips. Like is it Do you think it's If I'm keep doing like the custom on the top, me on the bottom, and just launching like 20, 30 podcast clips a week, do you think people are getting tired of that format and I should look into like a different like visual hook or um kind of This is what I Mhm. I've already mentioned this before how I operate in life is 80/20. Everything I do is 80/20 in life. Okay. >> 80% of my time is doubling down of what works and putting more intention and more effort in like expanding and scaling that particular action cuz I know it makes me more money. Yeah. And in 20% of my time, money, and energy is going into exploratory new actions and new ideas. So, 80/20 on iterations, variations versus 20% messaging, new messaging, 80/20 on the visuals and stuff like that. So, I'm going to have my core things I know for a fact work every single time I do it. And in 20% of time exploring totally new ideas. >> [clears throat] >> Thank you. You're welcome. Uh Bill. Yeah, um so, I still didn't quite understand the difference between niching down and stage five sophistication hook. Like how would you approach these two like how would you approach them? Like how how how would it be different basically? So, as mentioned, I was completely wrong. >> [laughter] >> So, stage five sophistication does not mean niching down. So, you can niche down, but it doesn't really change the sophistication stages because people in that particular niche still have seen various different claims, right, for that niche. Um so, I don't I just I don't even correlate sophistication anymore with um uh niching down. Um I still use niching down as a way cuz like you know, after diving into it like you want to be as specific as possible, right? Because when you be as specific as possible to one particular person, like if you if you're reading a lot of uh copywriting books, it all talks about like um I want to um talk to one person. That's it. Your copy is meant to talk to one person. So, if a lot of different people resonate with it, then you're not really speaking to many people right there. So, um as far as niching down, I look at that as just different things to test right there. That's all I look at it as. Okay. Um I think I kind of get it, but do you mind like just providing a one example of a niche and down? For example, have you niche down yet? I'm I'm not sure if this consider as niche down or sophistication, but basically now I try to do for example mid-century designs for bath mats versus just modern versus those really sophisticated like art deco style. So, let me give you an example. We have a client that sells shoes. And this particular client right here, we ran a customer survey. And out of the 700 people that replied back to this customer survey 350, 360 of those people were nurses that buy our shoes and they love our shoes because it allows them to go a full 12 hours at work pain-free. So, that's just one of our customer avatars. Again, 350 people 360 people out of 700 responses. That's literally like 51, 52% of people that did that survey. Then like 1% was like teachers, 1% was like barbers, 10% were like waitresses and waiters and stuff like that. But over half of them were nurses. Now, I want to niche down to a nurse now. And that's what we're doing in all of our advertising. We're we're mass hiring a whole bunch of content creators in the nursing niche and stuff like that talking about our shoes. Now, if I just simply state the claim of like pain-free all day wearing our shoes, it's like well then I'm like I'm already like I already know there's a whole bunch of other solutions in the market. There's Hokas, there's Brooks, there's On Clouds, there's Nike, there's Asics. All of these different various shoes. So I have to I can't just say hey, shoe for nurses buy now, right? Because like the shoe itself isn't inherently like made for nurses. Like like if I built something specific within the shoe to only be for nurses, then sure, but it's just a regular shoe. We just tend to find that nurses buy more than any other particular niche. So, I have to still introduce the new mechanism to get the nurses' attention because all these nurses they all mentioned how they were using On Clouds, Brooks, and all that beforehand before they bought from us. So, I still have to figure out a way to compete against those people. So, that's where I'm I'm highlighting new mechanisms that's allowing them to walk pain-free per day. So, I'm opening up a stage three sophistication market which is basically people that are already aware of shoes out there. Or technically it's stage four. They're already aware of things aware of like shoes and stuff out there, but I'm just highlighting unique things about our shoe compared to the other shoes in the marketplace. And then tying that back into the the 12 hours of pain-free comfort. But because I'm marketing to nurses I'm not saying it's a stage five market while creating stage three ads in that sense. And that was that was the old way and that was confusing a lot of people cuz it's like, well Nick, I want to go after nurses but I also want to introduce a new mechanism to nurses. So, I'm opening up a stage five, but does it reset and go back to one and then open up a new market like a new mechanism? The old way was more confusing than now it's just like I don't even put persona and niche. I don't even correlate that with sophistication anymore if that makes sense. Okay, yeah. I'll probably have to rewatch the call to get a better understanding. >> Yeah. Yeah, so like in your case right here like you have a couple different personas buying from you, right? Right, right. Yeah. Okay. So, in your case like you said what a mid-century was one of them? Mid-century was one of them. Another one is the messy girl vibe. Okay. So, that's just two different customer avatars you have. That's it. >> Okay. Now, as far as niching down, niching down basically means we focus all of our advertising on one of them. The only reason I'm focusing all my advertising on one of them if they make majority of my like sales and revenue. So, out of these two, which one makes you the most amount of money on a monthly basis? Probably just the messy girl vibe right now that I'm testing, yeah. Okay, cool. So, like in your case right there, that's the niche you're going after is messy girl one. Now, out of these messy girls and stuff like that, what are we selling them? You sell a bath mat, right? Right, right. Now >> I'm selling them, right. Now, for you they already have a bath mat. So, you're saying hey, you need another bath mat, that's just a stage one versus a stage one right there. Here's a bath mat, I already have a bath mat. Well, what makes your bath mat different? It's it has a completely different aesthetics that matches what their vibe their home's vibe versus the regular ones that they get off of Amazon. [snorts] Okay. So, it's the same bath mat, but yours just has a more aesthetically pleasing bath mat compared to the one they Right. Yeah, of course there's the features part, but I would say the aesthetics is probably what stands out the most. >> that's what they're buying for. Right, right. >> Yeah. So, you're not making a new mechanism. You're not like rebuilding the bath mat, introducing a whole new type of bath mat to them. You're just giving them the same bath mat, but you're competing on designs. Right, right. So, because designs is not a fundamentally new type of bath mat all it is is just basically going ahead and competing at a stage four. Here's the same bath mat you already have, but ours is designed different. And that's a stage four sophistication right there. That's all it is. Okay, yeah cuz Coy actually told me I'm doing stage five right now. That's why I'm getting a little confused like Yeah. Yeah, between the different. You can send me over some stuff. As far as the like for example the podcast style ad Right. That's a stage five one. Why? Because we're talking about a shared experience in the beginning of of the girl going to the guy's house and and saying it's small. And for those who don't have the context, talking about the bath mat, but you find that later in the video. So, in that particular ad right there, you're opening it up in an unaware market using a shared experience and then introducing your product a little bit later on. That's a stage five sophistication ad right there. So, for you with a stage four that's the main part of your market. You're just showing that you have better designs, better colors, and all that stuff in your market. So, you have kind of technically like three different ways you could open up your market. You could do a new mechanism which might be like a new material your product is made of. Like you have those What is it like stone bath mats? What what what's the other one called? Yeah, the stone bath mats. That's a great example of a new mechanism being introduced to the market. A new type fundamentally different bath mat. Then you have stage four which is like, well, I don't have a stone bath mat. I just have the regular bath mat like everyone else out, but I have better designs. That's a stage four sophistication right there. You're giving them the same mechanism, but exaggerate it. Exaggeration, you're exagge- exaggerating the design. Everyone else is selling white, black, red, blue. You're selling like one with Barbie on it, another one with SpongeBob on it. Like crazy designs in that sense. Now, stage five is where how do we go to a market of people that don't even know they need a bath mat right now? And that's where you go ahead and you create those like podcast style ads right there. That you did. Where you open it up and talk about something that's completely unrelated to a bath mat, but then bring it into the bath mat right there. So, you have three ways you can technically compete in your marketplace right now. And I would be doubling down on the one that's working the best. I test all of them. But then also double down on what's working best. Okay. Okay, thank you. Yeah. Does that clean it up now for you? Yeah, more about Once once I rewatch, I'll probably have an even better understanding. Yeah. Yeah, thanks. So, basically all I'm doing is I'm pulling apart the whole like niching down and persona. I'm just putting that separate. I'm putting that as separate. I don't I don't look at that as like part of market sophistication anymore. That's it. That's all I'm doing. Okay. Perfect. Thanks. You're welcome. All right. Luca. Yeah, so I got that stage five is no longer a niching down. But did I get this correctly? Is it like doing like saying a common experience for the audience? Yeah, that's going to be that's the easiest way. So, I have a few different ways. Let me pull this one up. Let's see. Let me pull it up in the docs real quick. It's a resentment across the market, big win, shared experience. That's going to be the big one right there. So, here instead of making a claim, the message should connect with the prospect through a shared feeling, identity, or experience. That's the key things right there. So, like here's just a couple of other examples right here. Why men crack. That's like an OG one um for like a long time, right? And basically address a deep-seated fear and feeling of pressure in the target audience without promising a direct benefit. This is an example of one that I wrote. When nobody tells you when you're stuck at the revenue number for six months straight. So, notice how it's like a frustration, but it's not really like a frustration that sits in the front of your mind. Um are you tired of the endless swiping? So, for people like the dating profiles and stuff. Uh for the man who refuses to fill his age. Uh so, another one from the dating niche. Could you handle a woman this hot? Um how I almost killed for being on TV. So, these are more just focusing on like experiences and like stories. That's why you see so many of those like native ads within inside like um at least on the like ad camouflage call we did last week. Where let me go to ad real quick. We'll just pull up a few real quick. Um it just focuses on more like experiences that people can resonate with. Um shared experiences, things like that. So, let me do media type CTA. Let's see. Ad copy length. Let's just do 2500. Uh high low pressure ads, ad rank, top 50. Yeah, there we go. Um oh Wait, English might be important. Let's do US. Um Oh, okay. Here we go. This is an interesting one. There's something uniquely exhausting about battling depression inside a faith community where everyone seems to have access to a piece that keeps passing you by. Wow. That's an interesting hook. But, notice how they're connecting with that frustration. Right? Um you know, I go to church every week. I believe in God. I do a lot of praying and stuff. Um I used to date a girl who um you know, very very severe depression. And um you know, years and years ago. And um this particular girl um actually stopped going to church because um she kept talking about like how having severe depression, like suicidal thoughts and stuff. And everyone just kept telling her pray more. And she never found the help that she needed. Um and eventually down the line she did. Like she's good now. So, just happy ending right there. Real quick. But, this right here, I know it'd relate deeply with her. A lot. Um so, you know, it's not really like something that's like hey, I'm like actively searching for a solution right now. Where I'm like on Google and I'm comparing a bunch of different therapists and stuff like that. Or different products. But, it's something that if I heard this, I would even read it just cuz I know I've dated a girl in the past that had that experience before. And had that frustration before. Um So, again, just giving you an example right here. This is a really good one. Um let's see. My dad passed his first stone at 45. I'm 42 now feeling that omniscient twinge in the flank. Good lord, I can't even read that. Um A fired veterinary dermatologist exposed the real cause of my dog's endless scratching and it's not allergies. So, this is the I wouldn't really even really say this is a uh uh unaware ad. Um I would say this is almost a way of uh introducing a new mechanism. Why? Because a fired veterinary dermatologist exposed the real cause of my dog's endless scratching. Obviously, that's like a problem for people and people are kind of like a little bit more like, okay, I need to figure this out. And saying it's not allergies immediately makes me think that okay, this person's actively trying to solve that problem. And doctors keep telling them it's allergies. They're giving them allergy medicine. But, it's not going away. I need to find something. And in this right here, boom, opens that up. Um And is that still stage five on the This This is definitely not stage five. Right here. I wouldn't keep this as stage five. Um this would be more stage three for me. Right here. All right. So, you can still tell an experience. Um but, it's giving me a lot more pertaining to like the actual problem. Or it might just be kind of like a vague experience right there. I I like to think about it another way. I like to think about it is that uh clarity. Right? Stage five, you're more broader, more vague in your hook. And then as you go down to like stage one or two, you're a lot more direct. That's another way I like to think about it right there. Um I don't want to share this cuz it's pretty personal. But, if it helps even one person my dad's age finally My dad's age finally breath breathe through the night again, it's worth it. Am I Is that not sound right to me? Okay. Yeah. So, >> we have other stages like over awareness with sophistication stage like fifth sophistication stage like a problem aware hook? Ooh, good question. Yeah. So, for example, I can open up a problem aware market. Right? Like that allergy one right there. I would look at that as a problem aware market introducing a new mechanism. Didn't quite get that cuz you said like I was asking if you have can have a stage five sophistication with like another stage other than unaware. Oh, my bad. I thought you were asking about um what you call it? I thought you were asking about uh sophistication overlap with awareness. Um stage five, if I'm going for a stage five market, it's it Yeah, it'd be unaware. Right? And that's the thing. It's it's unaware ads and stage five sophistication ads are written exactly the same way. The only difference here is that I could go after an unaware market and introduce a stage one sophistication. But, if I'm going after a stage five sophistication, I'm exclusively writing a uh um an unaware market. Or an unaware market. Yeah. So, like let me give you an example. Our insur- insurance client that I told you about. They're stage one sophistication. There's no other competitors. But, the insurance they solve is so like it's not top of mind at all. So, we have to create that fear for people. And we create that fear by opening up an unaware market. Um little known fact about Medicare. Uh that's how we kind of go into it. Little known fact about Medicare um could cost you thousands of dollars. We're targeting people who are on Medicare. We're highlighting this this potential problem that could cost them thousands of dollars. And then we kind of go into this problem here. Um and then from there then we introduce this insurance that protect them from this problem and like that potential they'll have from this problem. We don't have to spend time though saying like, well, don't do this product or don't do this product or don't do this product because there's no other competitors to us. Now, for example, with the um the acne one right there. We opened up a stage five market. Um a stage five sophistication market right there. And um we you know, still gave that like our new mechanism and our our solution, which was this acne laser and stuff like that. Um and we we kind of did more of like commentary over the market and speak over the market right there. Um So, that was an example right there of us opening up that stage five sophistication market um whilst still introducing a new mechanism right there. So, um it can get a little tricky sometimes when you start digging into those things. But, that's just how the way I see it. Okay. Makes much more sense. Thank you. Yeah, you're welcome. All right, cool. Uh I got a call in like literally two minutes. Anyone have like a really quick question I can go over? Anyone? Let's see. Sweet. Yeah, hope you all liked this call. Hope you all liked this. I'll uh I'll drop all I'll drop everything. I got a call to hop into um now with one of my uh life mentors actually. Uh so, I'm going to hop in that call. And then uh after that I'll upload this recording and stuff like that. So, but yeah. Treat this seriously. This is probably one of the most important things in advertising, which is standing out and injecting them dopamine driven headlines into your account and stuff. And uh yeah, if anyone applies this lesson, which I hope everyone applies this lesson, uh drop some ads for me to review. Um and give you all some feedback and stuff like that in the chat. Good seeing y'all. Hope you have a good weekend. Take care.