SPEAKER_02 0:00

Every so often there are meta ad styles that come along and they just do really well. And not just well for like one brand, but we see them do well for a ton of different brands in different niches. And so in this episode, we're gonna show you visually if you're on YouTube, and we're gonna talk through it obviously. If you're listening to podcasts, we love you guys. We're gonna talk through three meta-add styles that are just really crushing it right now. That if you're wondering, hey, what should I test next? We're gonna encourage you to maybe consider one or all of these three styles. And we kind of see these just working again across the board. And if you this is your first time listening, your first time watching, uh, we're the e-commerce alley. I'm Josh Coffey, the founder of the e-commerce alley. Uh, this is Dylan Count. He's actually our marketing director and one of our coaches here. And he's also, along with me, the co-founders of Breezeway. And Breezeway is a meta-ads launcher as well as data-driven manager that shows you what to do inside your meta-ads account, what to kill, what to scale, what to, what to do next. And it's an incredible tool. If you own an e-commerce brand, particularly if you're on Shopify, it helps a lot. Uh, and you want to get better, more data-driven decisions, go check out Breezeway.co. We have links in the description for a free trial of that. All right. Actually, Dylan, this is the first time we've done a podcast, dude, in forever. I think it's been like a couple months.

SPEAKER_01 1:15

Yeah, we've been well, our building renovation is done, which uh has been quite a long project. And we also had an event just last week. So I've been very busy with those two things. I've missed it. I've missed being on the podcast. I'm back, ready, full with energy. Let's do this.

SPEAKER_02 1:32

Man, you even wore your lime slash lemon shirt for me. I appreciate that.

SPEAKER_01 1:37

Lime slash lemon. I don't even know what it is. Still no one knows.

SPEAKER_02 1:40

No one knows. It's like a green, it looks like a lime on your shirt, but it looks like lemons.

SPEAKER_01 1:44

The blue, it's probably a lemon, but the blue makes it look like which which, by the way, for those of you on Apple Podcasts, there is video. So if you're watching this, there is video. And then Spotify should have video by the time you're listening to this, hopefully. So Really? Yeah. So I actually need to get you to log in to Spotify for me so I can connect it. But yeah, hopefully by the time you're listening or watching this, there's actually video on Spotify and Apple, YouTube. So you should be able to see everything Josh is screen sharing, hopefully. Amazing. And if not, come back on Spotify and listen to this in like a month, and there will definitely be video by then.

SPEAKER_02 2:22

Yeah, or just go to YouTube right now because I'm not sure. Yeah, yeah. Yeah, last week we had 21 clients, 15 unique businesses, but with all the founders, there were 21 total people there because we had we allowed co-founders to come. And it was an incredible event. We we've renovated, we have a new studio uh that we just built, which by the way, if you're watching or you've seen our, you've heard our story. We have we used to have an entire set that we well, I guess this is technically a set, but it wasn't as intricate as the previous one. And we have moved out of that and into this space.

SPEAKER_01 2:51

Hey, this is authentic stone.

SPEAKER_02 2:53

This is authentic stone crazy.

SPEAKER_01 2:54

That's more intricate than what we had across the street, technically.

SPEAKER_02 2:58

It's real stone. We had a studio across the street from the we own this building in in Ashland, Ohio. And and so we've been renovating, we we have this on here, this will be future renovation, but we just renovated our upstairs and we have like beautiful private offices. We have a gorgeous conference room table conference room with a table that's like this sit-stand table for like two it seats 12 people, but it's like Olympic size ping pong table. It has like lines drawn on it, and then you just like lift it up and has this connector to play ping pong. It's amazing. And so we have a studio that I'm so excited for when we actually go design that out and we start building a new podcast studio, but we built a studio big enough to have like three different sets on it. Podcasts will get a big upgrade. We we get to mount lights instead of having lights like hanging, well, hanging, this one's hanging right here. Well, we started stands everywhere.

SPEAKER_01 3:47

Yeah, we started the light mounting here because the ceiling is so low. We were able to start mounting them just as like a proof of concept as how great it could be if we didn't actually have to have a bunch of stands all over the place.

SPEAKER_02 3:59

Yeah, I mean it's it's so it'll be so special. And last week we had all these these clients come in. To be in the room, you had to be doing over a million dollars a year. And actually, while we were there, on the closing night, one of our clients, Chris, who owns an an apparel brand, is he was like, I went up to him because he was close to his first million dollar month. And I walked up to Chris and I'm about to go on stage and give like all these awards to people and and and celebrate a lot of cool things. And I went up to him, I said, Hey dude, how close are you to hitting a million dollar month right now? And he's like $65 away. And he pulls his phone and shows me Shopify, and I'm like, I'm gonna be your million-dollar order. And I go in and I place the million-dollar order so before I walked on stage to deliver to like deliver the awards and this whole speech thing and celebrate, Chris got his million-dollar month five minutes before. And it was just so special. When I was having a conversation with with one or a few of them yesterday, actually, reflecting on the event. And I think that there's something so special about being in person that is so underrated. Like we get so used to being online, we get so used to watching on YouTube, listening to the podcast, doing this stuff. We do a good a gazillion, it feels like coaching set hours of coaching sessions every week with loads of people on Zoom. And it's really cool, but there's something special that happens when you get in person, and it's like all of the cracks. It's like you have sessions, but these conversations that happen in the cracks is where so much of the value lives. And we're, I was talking with two clients about this yesterday. They're like, man, a lot of the value we got was the sessions were amazing, but it was all these sidebar conversations in the traveling and being at the different excursion stuff we do and being at the lunches and the dinners and all of that in the block walks that we do around here to stretch our legs outside when it's nice. All of that is where there's so much value. And so if you've never been to an event, if you are like listening to this, you're like, man, that sounds so cool. I've never done it. It's kind of scary to me. Most people actually there, I said, who here is attending an event for the first time? And there was a like probably half the room raised their hand. I was like, whoa, how many of you are attending one of our events for the first time? And then like more people raise their hands. And so it was really cool. And I was so proud of them for stepping out in that because it's really uncomfortable to come in person, leave your home territory, go to somewhere they don't know, especially if you're by yourself. But then there's this magical thing that happens when everybody gets together. And it's that when you put a lot of smart minds together, you can solve more problems faster and you can identify problems they didn't realize you actually had. And then on top of that, you get the answers to the problems you didn't realize you had. And that is like this unlock that happens. And I encourage everybody, if you have been listening to this for a while, you've been watching for a while, you are a client of ours, and you've just you've been attending coaching, doing all that stuff. I highly recommend you get uncomfortable and you put yourself in a room with other people that are just well beyond where you you are, that have no egos and they're just there to serve and support each other and get in a room with people that care more about giving than getting. And we have an upcoming event, and this is I'm just flowing into this. This is this is not a planned promo, but like if you want to get in the room, I'm telling you, go to attendacquire.com. Attendacquire.com. This is our our third time hosting this event, and this is in Orlando, Florida. And it's it's where we have sessions, we have an open dinner sessions, basically what we just did this last week, a little bit larger scale. There's gonna be like 80 to 100 people there. That's how many tickets we we max out, and we only have like 20 something left, I believe. So if you want to really get in the room with serious entrepreneurs that care more about giving than getting and that are there to support each other and grow together, then I encourage you to step out of your comfort zone and do something like it. There's something life-changing that happens because of that. All right, cool. Now, for all of you that are like, well, that's not for me. I just want to get to the good stuff. Let's get to the good stuff now. All right, three meta-add styles that are absolutely crushing right now. Uh, one thing I just want to note is some styles they only last for a little while and then everybody catches on and then they don't really work anymore. So I would try these sooner than later. Second observation I just want to share. I don't know if you see this, Dylan. Statics are crushing in, they're actually outperforming most videos for a lot of clients. Yeah, do you see the same thing?

SPEAKER_01 8:04

Yeah, I actually just had a conversation with a client yesterday that like believed video was the thing. Like they had to do video. If they didn't do video, no one would buy their product. And they just launched their first static ad set that they've launched in a long time, and it is crushing it for them. And I think it it probably for two reasons. One is everyone got on the video train beginning of the year, and the platform just got oversaturated with video, and then you were also competing with everyone oversaturating the platform with video, so it it kind of just became like a muddied mess. And because everyone moved to video, statics became kind of hard to come by for a lot of brands. So then when we get back into statics, it I think it kind of changes your mindset a little bit when you come back to statics from video, at least that's how it kind of was for me. Because video kind of changes the way that you have to think about your ads, and then when you go back to statics from video, I think it actually just makes your statics better because you have to think about it now from a video perspective, your hook, your hold, like all of that kind of stuff, you kind of put into the statics. I think it does better because of that. And then also no one was doing statics, so there's a lot of inventory, or there's no inventory, so meta will help you out.

SPEAKER_02 9:20

And yeah, I mean, like, and just right now, third observation. I mean, with AI, like guys, like you could pump out 10 or 20 to 1 ratio of statics that are beautiful and diverse to videos. And so coming from the a video world, and many of our our clients that spend a lot of money on meta are so used to they're so used to launching video and writing scripts and recording that and sending it to editors and or editing it themselves, which takes even more time. And and then they get to statics and they start following some of our process. We have a creative production engine that we teach inside of our inside of our coaching communities. And I'm telling, like, we have clients coming in, and I'll show some examples here in a little bit of one of the clients who just posted something that they did a great job of this. I'm so proud of them, and I hope they watch this. I'll tell them to watch this because they're newer. And and so, like they did a great job and they used AI, and I love it. Here's what I love when I have tons of different people going through like training on on using AI for statics and creative and how we do that, coming to me and saying, like, holy cow, I was able to create 10 statics before I was using Canva and I was stuck or trying to get some kind of a graphic designer, and it was taking me weeks to get some stuff just to get five out, and I put 10 out in like less than 60 minutes using this framework, and the and they're getting crazy results. So, all that is to be said, I just want to say if you're doing a lot of video right now, many of our clients are and were, and now many are moving to statics. So, two big things there are styles that last for a little while, and there are also formats that last for a little while. We're gonna show you some statics, or statics are crushing versus video now. So that is something that's lasting. Jump on that. Number two, there's some styles that last, and I want to show you those, especially because if statics are working, oh, that makes everyone's life easier. The volume just increases tremendously. Okay, so what I'm gonna do is I'm gonna showcase some of these that are doing really well, and I'm gonna show you some of the math and talk through each of these and what I really love about them. And the first style that we just see really crushing is what I would call a context call-out. Now, what this means is you're getting really, really specific and you're calling out one of two things, like an ICP or a message. So I like to think of like an ideal customer profile that you're calling out, and I'm gonna give an example. Here's one of ours right here. So this this ad right here, I'm using a tool called Atria, which is uh which is uh an inspiration, ad inspiration tool. And I'm gonna zoom in just a little bit. So if I go in here, where I'm gonna show you the e-commerce alley. And Dylan, you made these ads. These look pretty great. I love these. So it literally says for Shopify stores stuck between 20, does that say 20 and 60? Yeah. 20 and 60k a month. Like it's really, really specific. Uh, one of our other clients, that's a subscription box, was calling out for homeschool families. Like when you just call them out, another one, professional cleaners. When you just call them out, that's the first context that you're calling out that works really well. ICP call out. The second context is a message. And when I think of a message, I think of the the acronym FOCUS. Now, I did a a podcast on this way more in depth, I don't know, like a two months ago or a month and a half ago or something, on using focus to find what we call ad angles. So if you ever like, I don't know how to come with ad angles, go listen to that podcast. But basically, focus stands for a frustration, an outcome, a constraint, an unspoken cost, or a skepticism. If you craft messaging around those things, you will call it out in a hyper tangible way. Don't be generic and talk about the features and be really specific. Let me show you some examples.

SPEAKER_01 12:52

By the way, if you want to listen to that episode, it's episode 252, the four-level meta-add testing ladder. Know what to build next.

SPEAKER_02 13:00

Awesome. Thank you very much. Everybody go listen to that. All right, let me show you an example here. So I have I have Huel, and by the way, with HUL, it's like this, it's like protein shakes, and they they have tons of different stuff that you can you can get. But I want to talk about like in here, if you're if you're looking at HRA right now, you can see this ad has been running 107 days, and this has been running 180 days. And if you look at this, this had this is in the top 1% of impressions that it's getting. And this is actually the seventh most impress ad with a seventh number of impressions out of 520 running ads. And this other one here is number five. Now, both of these are the same ultimate angle, but they're calling at a very specific context. And I would say this is more outcome-driven context. And if I look at this, the context call out here is 40 grams of protein before 9 a.m. That's like the overarching thing. But if you look at this, let me kind of click in here. This one right here says it's a lifestyle photo and it has like a box of fuel. It's opened up on a turf area, and it just has like a text overlay on it that kind of looks like an Instagram text you could put on there, and it has some uh has some sticky notes, which are obviously this is this is actual, I would venture to say this is probably AI. I would say this is AI personally, or at least the sticky notes are. But if I'm looking at it, it says, want 40 grams of protein before 9 a.m. This is for you. Now that's calling it a very specific context. Like, how did they get 40? Why protein and why before 9 a.m.? Well, their ideal customer, that's important to them, which is funny. I'm actually their ICP because I'm the same way. I try to get in 30 to 40 grams of protein before I even start my day. I usually work out and then I'm trying to get 30 to 40 grams of protein in that window of time. So this is calling it a very specific thing. The next ad here is very similar.

SPEAKER_01 14:43

It says the easiest real quick, I want to call out on that. Just if you look at those two Huel ads together, I think it's really interesting how it, like you said, it's the same angle. It's the same 40 grams of protein before 9 a.m. That must have been something that they found works really well for them. But the creative diversity between those two, which is kind of what this episode is a little bit about, is like, how do you how do you what angle, what visuals are actually working? That's a great example of one is pulling the package out of a trial box. So you see the trial box and it feels like an Instagram story, Instagram post. But then the one that you're about to talk about looks like an ad. It's got the three different flavors it looks like. It's got 40 grams of protein, is a little bit bigger, calls that out. But I just love how diverse those two ads are, even though they're talking about the same thing, the same angle.

SPEAKER_02 15:35

Yeah, and maybe this is maybe this is a little bit of yeah. Thanks for thanks for bringing that to attention. Technically, these are two different styles, but the point I'm trying to make here is just like calling out context in the style is the piece of this. So, like, so this first example is a little it will look different because technically these are all different styles of ads, but the concept of being very visual, like visually with text, calling out a context of a message or an ICP is working like crazy. So technically, you could overlay that on different styles of statics. So technically, this first one is more the concept of calling out context within the creative. It works so, so well in Andromeda is just so good at finding, pulling, and retrieving your ad for the right person. It's just insane how well it works calling people out. I'll give you another example here, and I just the client just posted these. Let me zoom in, see. Oh, I it won't let me zoom in here. Can you see this okay, Dylan? Kind of? Yeah, it's all right. Okay. I'll I'll talk about it just really briefly here. So this is another one of our clients, and they they posted some image, some ads they use using the creative process uh in our community, and they wanted some feedback on it. I want to just the ones key out I really love.

SPEAKER_01 16:49

Like one of them is By the way, these are fantastic ads.

SPEAKER_02 16:52

These are great ads.

SPEAKER_01 16:52

I'm just looking at like they look so good. I also love like the top, the top like six are kind of similar, but then I like the eczema friendly one and the baby pajama subscription. Those are kind of visually different, which I think is kind of cool. But the number of angles that they touch on in these nine ads is really great.

SPEAKER_02 17:13

Yeah. And so, like, if you look at this, I'm just I'm just gonna read through this for those listening, but if you're watching, you'll be able to see this. So, all of these different creatives have a baby integrated with uh so it's like they're selling bamboo pajamas, and you see a little lifestyle, so you see like an actual baby in here. It shows the product, make sure you're showing product, make sure there's intent. Uh, it has like a colored, just a flat colored background generally, and then it has like text on it. Now, the this is interesting because Meta used to hate text. It used to, when you threw a bunch of text, it just didn't like it. But now it's like that text is now better context than Meta can take and go find the right people. So text is actually really valuable now. And that one day in the past, you remember they used to not want you to let you have over 20% text on your ads. That was a long time. That was a long time. Yeah, I used to not let you. I barely remember that. I was only a baby when that was a when that was the case. What the third style I'm gonna show today is like alt text, and it's like completely counter to what it used to be. But what I love about this is it's very specific to a context. Now that they're clearly in a they're cleary, clearly in angle testing right now. But if you look at it, it says the 2 a.m. diaper change just got a whole lot easier. Boom. That's so specific. Hey, anybody who's had a baby knows what a 2 a.m. diaper change looks like. This other one says eczema friendly bamboo pajamas. So it's calling out these really specific contexts. Eczema, 2 a.m. diaper change got a whole lot. So it's so, it's like it's so relatable. In this other one here, it says, what if bedtime isn't the problem, but their pajamas are? Another one says, if your baby outgrows pajamas faster than you can wash them, this is for you. So it's like it's focusing on these different angles within it, but it's really calling out specific context. And so in your styles that you're building, this first, this first overarching theme here is call out context very specifically. It's like meta can just find those people that have experienced that exact thing. So that's got that's kind of the first the first styles slash strategy that we see just working really well.

SPEAKER_01 19:14

Yeah, something something that I started doing for for our ads, actually I think Robert started doing it a little bit and then I kind of picked it up, was calling out, you know, e-commerce brands. Scale your apparel brand, scale your jewelry brand, scale your outdoor brand, scale your pet brand, your snack brand, your and it was crazy because we have high-rose. So we were able to go in and look at all the people that bought our course through the apparel ad. They were all apparel brands. And we looked at pets, they were all pet brands, and then we were actually able to like turn ads on and off and scale and do different things based on what industry we wanted to work with, which was really cool because it it kind of allows you if you feel like you can't talk to a specific person. You know, maybe you want to talk to someone who has this issue or this pain point or something like actually specific that your product solves, you could just call that out and Meta will find those people and talk to them, which is really, really, really valuable. And it kind of requires a little bit of trust in the algorithm, a little bit of trust that this is actually gonna work out. But we found time and time again that it does work really, really well.

SPEAKER_02 20:23

Yeah. No, it's it's it's fantastic. If you're not calling ICP or very specific context out, go do that. Don't just talk about your features and and call out things about it, like specifications, like made of bamboo. Like that's a terrible call out. Like, don't do that. Focus on messaging. That's the most important thing. All right, let's move to the the style too that is is really doing well right now. And we just had a session on this at the Mastermind where Connor was here and he talked about this a ton. But this is actually this right here is going to be symptom storytelling. So, symptom storytelling, the a brand that I feel does this really, really well is Rise Superfoods. And the ad that I have here is it's a cartoon, it's all AI. And this is where you're you're storytelling through symptoms of an ICP. So I'm gonna train, I'm not gonna watch this video here, but I'm just gonna read it out loud. It has a headline at the very bottom of the ad that says, Pour yourself a better cup of coffee. By the way, they use that headline on a ton of different things, only the creative is primarily different. And this ad, out of their 5,700 ads, is ranked number eight from an impression ranking. So it means that like this is the top number eight ad out of 5,700 ads, which is incredible. So it means it's getting a ton of spend. And I'm gonna read through the transcript because I don't want to watch the video, it's not gonna come off really good, but I'm gonna have this transcript real quick. So, right out of the gate, so the whole ad is about a minute and 41 seconds, and it says it's an AI, it's an AI, an AI guy, and it's Voiceover with this. So this is made entirely with AI. And here's the script. It says, I'm a four 42-year-old dad bod. Like it's just literally calling out an A like an ICP so specifically. So it says, I'm a 42-year-old dad bod. This is what happens to me after drinking. One cup of rice mushroom coffee or rise mushroom coffee every day. Day one, six adaptogenic mushrooms go into my system. Well, it's it actually swears in here, which I think is really interesting. That is pretty crazy. That's not really my style.

SPEAKER_01 22:30

I've actually been seeing that a lot recently.

SPEAKER_02 22:32

They've dropped F-bombs in some of their stuff before. I'm like, ooh, that's a little aggressive.

SPEAKER_01 22:36

Yeah, I've been seeing a lot of for lack of better words, language on meta recently, which I thought was kind of interesting. Guess they're just being more relaxed with it or something.

SPEAKER_02 22:45

I guess so. I'll I'll P I'll PG this. So it says like I don't feel I don't feel crap. I still look like I'm smuggling a basketball under my shirt. Week one, something shifts. I'm not crashing at 3 p.m. anymore. So by the way, symptom storytelling. First of all, uh 42-year-old dad bot boom. That's actually integrating the first thing I just talked about. The first thing we see working is literally contextually calling out your ICP or a message. This is doing both. Starts with the ICP, pulls them in. And then it's saying symptom. This is what happens to me after I'm drinking. And it shows I'm like really overweight, bare belly, like he's just talking as he's doing stuff. And it says, day one, six adaptive, they go into my system. I don't feel like crap. Boom. Now it's talking about how this could actually solve that. And then it says, I still look like I'm smuggling a basketball under my shirt. Okay, boom. Symptom. Some guys could really resonate with that. Week one, something shifts. I'm not crashing at 3 p.m. anymore. Boom. Another symptom. People are talking, people have crashed at 3 p.m. And then it says, I'm not reaching for chips after dinner. It's like going through symptoms of your that your ICP experiences, either physically or emotionally. Like they're experiencing these in some way. It says week two, my face looks less puffy in the morning. The bloating feels like every meal starts to ease. My wife asks if I'm doing something different. Week three, my gut isn't sticking out as far. So it's actually telling a story, by the way. He's getting better and he's getting fit in this, which is kind of a little misleading, in my opinion, that I don't believe drinking adaptogenic mushrooms is going to make you suddenly fit if you still eat like crap. Yeah. But they're still telling a story.

SPEAKER_01 24:14

One thing I will say about kind of all the you can at least it's very obvious that this is AI, like an AI script. But one thing that I think is really cool about this is every sentence that you're saying, like I'm not crashing at 3 p.m., I'm not reaching for chips after dinner, my stress response is starting to calm down. Those different things also create statics. Like I said, I think that's what's so great about going video to static is now that you've figured out the video script, you have so many different statics that you can go and create and do a static about not crashing at 3 p.m., a static about my wife is asking if I'm doing something different, a static about I'm not feeling bloated after I eat, which is really great because now like it's the same situation of symptom storytelling, but in a static. It doesn't have to be done in a video, which I think this is maybe where people feel like, how do I fit all of this into a static? Well, you don't. You just find you you make a static for each of them and and see which one resonates and then kind of go from there and iterate from there.

SPEAKER_02 25:14

Yeah, that's really good. I'm actually I'd be curious to go look at their ads library to see if they've done that. I would be blown away if they did. They have over 5,000 active ads right now. So look, I'm just gonna read through some of the things that are sticking out here. So it says, like, my gut isn't sticking out as far. The love handles feel less stubborn. I'm not hiding behind baggy shirts anymore. I catch myself in the mirror and go, oh crap, I look like myself again. The guy before the desk job, the kids, the stress took over. Here's what happened Rishi, Raishi, I don't know how you say it, is traditionally used to support the body stress. Now it's kind of educating them a little bit. Cordit sets supported my energy, so I stopped dragging through the day. Turkey tail supported my gut, so the bloating finally calmed down. Six mushrooms, one cup, less than a dollar a day. Now proof. Over 200,000 people drink rise daily. 25% off right now. Boom, offer with 30-day money-back guarantee. Click below to see before it sells out. The dad bot is ready to retire.

SPEAKER_01 26:01

Which, by the way, I just want to call this out because this is a really good video script structure. Starting out by calling out your ICP, 42-year-old dad bod. Then you go into essentially objection handling of like, okay, what are people going to think when they see this ad? Well, they're going to think, well, you know, how is this going to do anything? What is this actually going to do? And it says it goes through the smuggling of basketball, crashing at 3 pm, reaching for chips, stress response, starting to calm down. You're going through all of those essentially USPs a little bit of like what is the outcome going to be for you. And so we talk about this as like a full funnel creative, a full funnel video. So that first part is very top of funnel, talking about it's literally grabbing every 30 to 50 year old dad bod, right? Be just because it's like right in the middle, calling out that ICP, then explains to them what this product can do for them, what the dream outcome is. So that's all top of funnel. Then when you start getting into the education, you talk about what each mushroom is. It's traditionally used to support the body stress response. Now it's like, okay, it sounds great. All these things that you're saying that this product can do for me sounds good, but like how the heck is it gonna do that? Well, towards the end of the video, they start educating the viewer on how this product actually works, which you don't want to do at the beginning because you kind of start to lose people if you're going for a top of funnel, which is probably why this video has, you know, what was it, number five of impressions? Like it has so many impressions because they start top of funnel. And then towards the very, very end, you get middle of funnel is the education. Then the bottom of funnel stuff is over 200,000 people drink rise daily, 25% off. You start talking about the sales language, the social proof of 200,000, 50% off now. The dad bod's ready to retire. This is just a great lesson in video scripting.

SPEAKER_02 27:54

This is actually really good. I might actually adjust number two from symptom storytelling because this is like really calling out symptoms. But really, this is, and we've talked about this plenty with clients and done workshops in the past, but it's just full funnel creative. Yeah. That's probably what I'm I'm gonna adjust this. Number two, I believe it's just full function.

SPEAKER_01 28:11

Because I think symptom storytelling is still really good. Yeah, yeah. Because that's like what we talked about, taking all of those little pieces out and making statics about them. That's still kind of the symptom storytelling, but then this is a full funnel creative that's kind of doing both.

SPEAKER_02 28:24

This example I use is actually doing that as well. Yeah, full so full funnel, by the way, when you say top of funnel, middle, bottom of funnel, we when we think of that, we think of that from a messaging standpoint. Like they're unaware that they have a problem, then they become aware they have a problem, then become like, okay, I do have a problem, now I'm gonna start to move down the funnel from a messaging standpoint of like now I am solution aware, I'm product aware. And so when we think of top of funnel, what Dylan's talking about here is not like we believe you should take this and put this in top of funnel campaign, middle of funnel campaign, bottom funnel. We don't do that at all. Meta's too good at that. We don't need to anymore, but I love this because you're right. 42-year-old dad bot. Boom. Okay, anyone who's a 40-ish year old dad, this is now in their feed. So I love that because it's going really wide and broad, and then it's pulling them down from a messaging standpoint. So that's fantastic. So I guess we just got two out of that symptom storytelling, but then also full funnel creative and beginning to think about that from your scripting standpoint. So then let me just jump to the fourth one, and that is apology statements. These are like so easy to create and all over the place. Like in most large brands, you'll see them. Actually, Rise Superfoods has has one as well. And let me just show you what this looks like. An apology statement grabs attention because you're saying something like, We're so sorry, or it says, official apology statement. So I'm gonna read one from Speed Cleaning here, which is another one of our clients. And this this one is just this is this ad is number two out of 200 ads at the peak. And right now it's ranked number three out of 80 active ads that are running. And it says, We're so sorry. And so big colored background shows the product on the front too. And it says, We're so sorry. We've been so busy making the best cleaner for your business that we forgot to tell you. Red juice heavy duty cleaner concentrate makes up to 20 ready-to-use bottles and cuts through the grease, grime, mold, mildew, and any stubborn messes without harsh fumes. To make it up to you, here's our biggest deal for a free 16-ounce spray bottle with every 32 ounce concentrate. Thank you for trusting speed cleaning. So it's like, and then the headline says, Our apology, a free spray bottle. So it's just grabbing attention saying, Whoa, who's what are you apologizing apologizing for? And like another one that we've seen, and this could probably be I'll just throw number five in here, is the fired, the fired angle. Have you seen these yet? I don't know if I've seen those. Okay, let me show you one here. I'm just gonna click into speed cleaning real fast. I'll show you one. Let me scroll here a little bit. It's right here. Okay, here it is. I'll show you, I'll give you five. While we're here, guys, I'm gonna give you five. And this one right here is also now this isn't as much. This did really, really well, but we have some others in our ranking it. So this is this is getting the top 21% of impressions right now for Amy. Which is still pretty substantial when you think about how Meta distributes budget. Yeah. So like this is in the top 20% of spend for her. But like it says important update. Like the speed cleaning lady is so the if you're just listening, there's a big text and you see Amy in this photo, she's in a kitchen, she's holding a speed cleaner, which by the way, this is a photo of Amy, but this is it literally put her arm up, put her legs in there, because we just had a headshot of her with her with her apron and with that. So this is actually AI generated of her. But it's pretty good. So it says fired, all in red, kind of summit semi-going behind her. So you're like, whoa, who got fired, right? But it says in small text above that, the speed cleaning lady is, and then it's all big text, fired, and then smaller text below that, up about helping pro cleaners save money by switching to Regis.

SPEAKER_01 31:50

The only way I can describe this creative is like when you're at Walmart getting ready to check out, and there's all those what are those things called? The pamphlets, they're not pamphlets, what are they called? I don't know. The the news blog, like oh yes. It was yeah, no, no, no, no. There's like they're even worse than magazines. I forget, I forget what they're called. It'll come to me in a minute, but it's like those super like we caught him at the beach with her, whatever. Like those super, super cringy. That's what this looks like. Like the onion. Yeah, it well, yes, yes, but they they have them at Walmart, like all over the place. And I like to look at them because it's like it's it really is a lesson in marketing, because it's like, oh my gosh, I can't believe that this is getting attention. But it that's what this looks like, and it kind of makes sense because people are conditioned to look at something like this and read the big red letters, fire, save money, that kind of thing. So it's like it makes sense that something like that is working really well. It's it's really funny.

SPEAKER_02 32:54

Yeah, that so that's another one, like we're so sorry, but then this other one here by Rise is very similar. And this one is, by the way, it's ranked number 18 out of 4,600 ads when it with top 1% of their impression. So this is actually really working for them too. And it says official, like a little emoji of the exclamation within the yellow triangle, it says official apology statement. We need to publicly apologize to anyone who's ever bought Rise mushroom coffee because we lied. Yes, it's true that Rise is certified organic, non-GMO, third party, and this is bolded, by the way, and has no su added sugars. Yes, it's true that instead of importing mushrooms from China like other big brands, we grow in ours locally in California. And yes, it's true that our blend is packed with six functional. So it's just like literally grabbing attention, walking you through a store.

SPEAKER_01 33:39

And then just walking you through the USB.

SPEAKER_02 33:41

Oh, and this says, like, but here's where we lied. We didn't think we'd ever be able to lower the price. Turns out we were wrong. This month marks Ry's fifth birthday. And to celebrate, we're running a limited time sale that you don't want to miss. So it's like free gifts, lowest price, perfect chance, like all these words are like bolded in here. Birthday sale is still live, it won't last long, don't wait. Bunch of text. Meta would have declined this, rejected this like years ago.

SPEAKER_01 34:03

And I don't know about you, but I've fallen for these ads plenty of times. I've seen like organic posts, I've seen ads, I've seen, and you know, you're a little nosy, especially nowadays, with like people are always apologizing for something. It you always kind of want to know. I know for me, like if I see a creator on YouTube or something post I'm so sorry video, I'm like, what did they do? What did they do? And I want to see what it is. So I feel like this is just kind of going on that trend of the apology videos. I feel like everyone has probably watched an apology video at some point. It's kind of going on that trend, and it it they've caught my attention plenty of times. So they definitely work.

SPEAKER_02 34:40

Yeah, I mean, like it's a little bit of clickbait cringe to me. Like I'm just like, okay, like I kind of get it. It's kind of funny, but uh here's the thing. If it works for the time being and it's not like unethical, then I'm like, okay, I'll try it. If it if some things are a little unethical out there, like UGC AI, that's a little unethical to me. That's really freaking weird. Like a fake person is giving a review of your product, that's kind of strange to me. A little, I don't know, I really I don't really like that. This, eh, okay, this is grabbing attention, like whatever. A little clickbaity, but hey, it if it's working, go ahead and give it a go. So just to recap these five, if you guys want to go ahead and give these a try, number one is just some degree of a context call out. We talked about Huel, like 140 grams of protein before 9 a.m. For us, we're literally saying for Shopify store stuck between 20 and 60k a month, call out an ICP or call out a specific message. The second one is like symptom storytelling, where you're like literally calling out symptoms in the static or within the or within the video. The third one, which is an add-on, was actually a full funnel creative where you you call out an ICP and you just walk down the journey of like symptoms they're experiencing and then explain why, and then explain what how you solve that with the ingredients or whatever your how your product really helps, and then make an offer. That's a full funnel creative. Uh the fourth type was an apology statement that works really well. And the fifth type was just fired. Uh that like that you're fired up about whatever it is, but fired is the really, really big text. If you go try these five ads, not three. So we actually lied. You got two bonus ones off the cuff here. Go give these a try. Let us know how they go. Follow me on Instagram at JoshCoffee, C O F F Y. DM me the results of these ads as you uh launch them. I would love to know how they went. But other than that, thanks for listening. You guys are amazing. Tabloids. Tabloids. Oh, that's what they're doing. That's what they're called. They're called tabloids.

SPEAKER_00 36:31

Sorry, I had to I had to close the link.

SPEAKER_02 36:33

I I would not have known that.

SPEAKER_00 36:34

Yep, close, close the close link.

SPEAKER_02 36:36

All right, hey, if you've enjoyed this episode, if this was helpful, please do us one favor. Leave this podcast a review, a rating on Apple or on Spotify. And if you're l watching on YouTube, please go ahead and give us a thumbs up and say which of these ad styles you're gonna go test next in the comments. Thanks for listening. We'll see you the next time.