Sharing what gurus sell in courses, for free. 🎩 Building a supp brand and giving away every gem I learn.
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Joined March 2024
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To build a solid unique mechanism you must study the solutions your prospect has tried
You need to find the REAL reason why these have failed don’t make this shit up
Then find the common pattern between each failure
Once you found the common reason why each previous solution failed you will educate the prospect on why all of these failed
You will show them the common pattern each one had
You will make it sound EASY that all they have to do now is solve this one common pattern to fix their problem
Your job is to make the prospect think “oh wow all of these things I tried in the past all they failed because of this ONE thing I didn’t know. I guess all I need to do now is fix this ONE thing and I’ll be good”
Your unique mechanism solution must complement that one common reason why these previous solutions failed
To get your prospect to buy straight away you need to show with authority that there problem is going to get worse first
For example
“A University of Galway study of nearly 27,000 people found high blood pressure triples your risk of stroke, the world’s second biggest killer.
Every day you don’t deal with your blood pressure is another day you’re risking your life.”
This will defiantly make them more inclined to take action straight away
The actionable thing for you to do from this is
Find all the studies that proves there issue will get worse as time goes on
Use that to remind the prospect why they need to act now
New Format Alert 🚨🚨
Post it note format previously saw a brand use notebook now someone has switched to a post it note
This should be easy to remake no need for a voice over
I streamlined finding UGC creators. You just type your niche and it will scrape all the creators usernames and emails from tiktok
Then you can simply email them all from here and manage the responses
Can easily hire a VA to manage this for you
20 mins to build this + high ROI automation
Remember you don’t wanna obsess building automations that don’t do fuck all for your pockets
Finding UGC creators quicker = more ÂŁÂŁÂŁ
When reading your customers language and say you find an experience such as “minoxidil gives me heart palpitation”
Ask your self what would this guy wanna hear so they end up buying my product
“Our serum guarantees no heart palpitation and a full set hair back”
Now this is what you call the angle
This is the best way to teach someone what an angle is
What is the reason for the customer to buy from you? How you going to convince them
Many people don’t know how to explain this concept
You can now test this angle via a static ad to a listicle and if you get a sale you can double down on the angle via a mini vsl
If you want to reduce your MRR churn make sure you change the reminder email that’s sent to the customers days before the rebill
In the email you should remind the prospect of the consequence of not fixing the issue
You should remind the prospect there’s clinical studies backing your ingredients and showing them it took X amount of days to see results
Also you should provide transformation stories on the email too
Showing success stories will give the prospect hope that the supplement will work for them
This will help reduce churn a lot
Build your own meta ads manager on a web app via API so you can use your ads manager safely without needing to login to your profile
If your managing multiple ad accounts you can see all your ads managers in one page
You can give read only access to your creative strategist or VAs
Keeps you safe when your travelling too
This is safer than MCP as MCP I’ve heard many people getting banned
Use the api key from pipeboard
Write out all your features of your product then ask your self
What does this feature do for them (benefit)
Once you have the answer then ask your self who do they become once they obtain this benefit
Example: (> = So what?)
This supplement has 500mg of aged garlic > It follows the same dosage as clinical studies > Its proven to reduce blood pressure > so I can go back to being the mum my kids dont worry about
This is how you can turn your features into something way more powerful
this is proven to reduce your blood pressure so your kids can stop worrying if you will end up in hospital with a stroke
The actionable thing for us to take from here for our ads is this
What ever problem someone has humans naturally just accept it and learn to live around it
But to trigger these people to take action we need to use external force
Like say for example your broke, telling you to fix up and get money most likely won’t work
But now if I use an external force to get you to fix up like
Say I made ad concept now
Of there mum working a hard job just so she can pay the bills and her friends approach her
“Your too old to be working your son should be taking care of the bills my son has been paying the bills for the last 7 years”
The broke guy seeing that can get triggered now go fix up
Another example
Say your a weak man, me saying you should go gym get stronger isn’t going to work
You probably accepted your weak and your ok with it
But the minute I trigger you by saying
What you going to do if someone attacks your wife in front of you?
Your too weak to do anything
How can you call your self a man after that?
This will most likely trigger the weak person to fix there issue
Resilia do this with an ad
A overweight dad sees his daughter getting slapped by her boyfriend
He goes outside to defend her she comes out the car and says dad what you going to do
You can’t do nothing
That outside force triggers the guy now go do something
I want to talk about something that most copywriters and creative strategists get completely wrong in ads. and it’s the reason why so many scripts feel “off” even when the copy itself reads fine
it’s the low point. the moment in the story where the character is at their worst
most people write the low point like a movie scene. rock bottom. dramatic. crying in the car. throwing supplements in the trash. some big emotional explosion
and it almost never works. because that’s not where your buyer actually is
your buyer is not at rock bottom. she’s not in crisis. she’s in something much quieter and honestly much worse
she’s in resignation
she’s made peace with feeling like shit. she’s accepted that this is just how her body works now. she’s stopped expecting anything to change. she tells herself “it’s just part of getting older” and genuinely believes it
that’s the real low point. not the dramatic moment. the quiet one. where they’ve stopped fighting
I learned this the hard way. we wrote an ad for a sleep supplement. the low point was this dramatic scene, the character lying awake at 3am, tears rolling down, thinking about how exhausted she’ll be tomorrow, how she can’t keep doing this
it sounded good on paper. emotionally charged, specific, vivid
the ad bombed
so we rewrote it. same product, same angle. but the low point was different
“I’d just accepted that I was going to be tired. every day. that this was my life now. I stopped complaining about it because what’s the point. my husband stopped asking if I slept okay because the answer was always the same”
that version scaled
the difference is subtle but it’s everything. the first version was written for someone in crisis. the second was written for someone who’s past crisis. she’s not fighting anymore. she’s not even frustrated. she just... stopped hoping
and that’s where most of your buyers actually live. not in the dramatic version of pain. in the quiet version where they’ve organized their entire life around the problem
when your ad describes that specific flavor of resignation, the reader doesn’t just relate. she feels seen. and feeling seen is what makes her keep reading
most ads overcook the emotion because the writer thinks more drama equals more connection. it doesn’t. accuracy equals connection. matching exactly where she is, not where you think she should be
and here’s the thing that makes this really click
the depth of the low point determines the height of the transformation. if you rush the pain, the solution won’t land. if you nail it, the reader is already halfway to believing the transformation before you even introduce the product
you earn the right to offer hope by proving you understand the hopelessness first
Talk soon 🥂
Organise your research so its ranked by data, I can see how many times my prospects have said the exact same thing about there pain points and beliefs
my personas are all backed by data
and I can go and check the exact quotes for all of them
this is how you stay organised with your research
if you see 25 different people have said the same pain point
it makes huge logical sense to start building angles around that
New Format ⚠️ > Street Debate
You can easily have like a doctor vs the avatar speaking here and a crowd around them
Theres many ways to play this format no one has done it for ecom yet
When you write failed solutions don’t forget to explain why it failed many writers just say
It’s easy to say -> That’s why cutting salt didn’t work. But fail to explain why
65% of the 100 winning ads I fed into a learning machine all explained why the failed solutions didn’t work
Also make sure you try bridge the failed reason why to back up your unique mechanism solution
They should think “oh wow this unique mechanism solution is the missing piece because all the failed solutions didn’t do that one thing “
When you write your guarantee ALWAYS remind the reader what benefits they will get and if they don’t they get there money back
So you will either get [insert benefit] + [insert another benefit] + [insert another benefit] or your money back
For example
If your skin isn’t firmer, your joints aren’t feeling better and you don’t see visible improvements we’ll refund every penny
From the data I pulled from 100 winning ads 92% of brands done this
Here is the proof
When writing copy you need to have blocks that will have the prospect saying “hey that’s me”
I ran 100 winning ads through a learning machine and it came back saying 67% of the scripts done this
You need to hunt Reddit for this. Example for hair loss -> “I constantly check my receding hairline in car windows”
Only people with receding hairlines will go “aha that’s me”
So you need to go and find as many aha that’s me phrases as possible via Reddit
This will make the prospect believe you understand the issue more which will lead them to trust you more
Check how other brands do it here
Always take the blame off the reader when you write a script
Tell the reader very clearly that it’s not there fault
Examples -> “your mouth isn’t dirty your teeth just need the right mineral”
“I was starving my metabolism without even knowing it”
I fed 100 winning ads into a learning machine and it shows with data that 50% of the scripts done this
Here’s the proof
These formats crush because of the pattern interrupt it causes
0% of people will watch this thinking its an ad that’s why these formats do well
Gotta find other formats like this where it creates a crazy pattern interruption
New Format Alert 🚨 🚨
This looks exactly like a comic book design some of the clips at static and some move
Would be good probably for a male audience as men read comics more this will resonate with them more
If this format works then this whole debate type format should do well too
It’s been about on YouTube for some time and many YouTubers have taken this format and done it for there own channel
Can do concepts like
Natural remedies vs Doctor
Gym Bros Vs doctors
Blood pressure supplements vs prescribed bp medicine
Food for thought đź’
