Killer Advertisement - Basic Tricks to Double Your Clicks | Benjamin Schwalb | Skillshare

Killer Advertisement - Basic Tricks to Double Your Clicks

Benjamin Schwalb

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9 Lessons (37m)
    • 1. Introduction

      0:30
    • 2. Scarcity

      2:55
    • 3. Scarcity Examples

      3:32
    • 4. Questions

      6:48
    • 5. Questions Examples

      10:51
    • 6. Authority Freebies

      2:38
    • 7. Ego

      3:31
    • 8. Credibility

      5:47
    • 9. Outroduction

      0:28

About This Class

In this course, you will learn a few basic, psychology-based tricks that YOU can use to massively boost the success of your advertisement. This course is primarily focused on online advertisement, but works for all kinds of advertisement and persuasion. Note: This course is regularly expanded!

Transcripts

1. Introduction: Hi, I'm Ben, and I want to teach you how to supercharge your ads. You will learn how to use basic sales psychology to boost conversion rates of ads, e mails, sales pages and so much more. After taking this course, you will be able to apply these methods with ease and enjoying more conversions and more profits. So if you are selling anything online, are promoting anything online. This course is just right for you and roll today and you can see results by tomorrow. 2. Scarcity: scarcity is used with pretty much all major companies because it just works so well. It's literally all around us. For example, sales limited editions. These are scares is in. They don't last forever, and sailors used to just a day, a week or whatever and limited editions are not available forever. They're just like 1000 pieces, 10,000 pieces just a week or whatever. And then they're gone. And this works so well because scarcity is fear and fear makes spy stuff. It's a fear of missing out the fee of regret off regretting not buying something like that limited edition you want to have. Maybe there's some cool goody that you like, and after week it sold out and is unavailable so you won't get the goodie and you'd read up by something. Even if you don't really need it, they're not bite and then regret. It may be for the rest of your life to use scarcity in on the advertising. There's two simple ways. The first district averse there used a lot, and you all see them every day, for example, sale even if their sale limited or a deal, though obviously scarcity, a sale is only for example, for a few days there, say, usually just for a few hours. Limited means that it's limited, so it is scarce and a deal is usually also limited. Is in just a few hours maybe just 100 pieces so or whatever. But what works even better is a deadline. For example, only today or this week only maybe just 17 hours left, for example, of flash sale or just 7000 copies off some collect sedation. These mean that only have a very limited time to act. For example, only today, so you can't decide tomorrow if you want to buy it, you have to decide today. And procrastination is a big problem for most people, right? So you'd rather make a decision tomorrow than today, but having a death and forces you to make the decision now or you will miss out and we all don't want to miss out for advertising. This means that people were clicking, add and actually take a look at. We're what you have to offer instead off doing tomorrow or next week, and probably not click you add, Ever so the practically used this just used trigger words and deadlines in the advertising . I have examples in the next lecture so you can really see what this is about and see practical examples. But of course, you have to split test them. Some were gonna work. Some are not gonna work. Just repeat that until you find a winner and make massive profits. It's that simple, really, because scarcity is pretty much always working. It's just so simple and so powerful that you basically can't go wrong with it. 3. Scarcity Examples: this lecture, I'm gonna briefly cover six examples of how you can use scarcity in your own advertisement . I've underlined all examples of scarcity in these s. And as you see, these are very short. So you can use them in Facebook ads, Google. And so whatever scarcity doesn't have to be long. It can be really just one or two words. But before we get into that a bit more, let's see the same s without scarcity. It looks kind of boring, doesn't it get 50% off on all orders? 20% off all laptops. I mean, that's a good deal, but it doesn't really urge you to do anything. Doesn't really make me click this app or free shipping. Well, that's a good info, but I'm not gonna buy just because of free shipping. Even if you put that like directly on the website where you by something like on the store on Amazon or whatever, It's just a cool extra. It doesn't want to buy anything or get to collect sedation. Now, maybe I'm currently at work on. I want to buy the total. Maybe tomorrow. Then I would definitely not click is at. But if you go back to the previous one. That's that 3000 copies left. Then it would know that maybe tomorrow isn't gonna cut it. Maybe tomorrow to the oxidation is also out, so they're kind of should by now, or at least today. Maybe I should click this that and died right now, even if I am at work, that what scarcity should do right to urge people to click? Same first, that 1/3 1 only to date free shipping. If that's on the Web set like an Amazon or whatever, then I would probably order today, not tomorrow or think about the anymore, but just by it, because I can save something, even if it's just a few blocks. If it water right now, or say 20% off all laptops only while supplies last. It's not just some cheap discount store like the other 1 20% off. All that looks kind of sounds like a discount store or like a outlet or something to me. But this means it's probably just normal, high quality laptops that are just courage and sale, which is a great deal me 20% off elective. Isn't that say it was the 1st 1 50% of all orders. Only today probably means that it's a normal store with just a big saying going on. Not Jim, not some really achieve discounter. So if you want to use scarcity in your appetite mint, it's pretty much enough to just use a trigger for, like, limited deal sale only today. But if you want to use even more scarcity, then you can add today, or only rez applies last as a secondary deadline, basically adding a deadline, a trigger word. But just having a deadline is a lot stronger than just a trigger bird. This works so well because it conveys a sense of urgency. If you have free shipping, that's cool. But if you have free shipping only today, it makes me want to buy today. If this only 3000 copies left, it's more than just a reminder. It actually makes me by because I want to buy. And today, tomorrow whatever it's gonna be sold out, so I have to bite a student's possible. That's what scarcity is so awesome. His makes people click and buy. He has to know what I can't wait forever 4. Questions: Christians are awesome, aren't they? It can be so powerful for appetizer. But before we get into any more details, let's see how questions even work personally asks pills. And your question could be anything and Paris be kind of fast to answer, because that's what we do. Get a question we even answer. But before we can give an answer, you have to think about it. So thinking about it and once we're done, respond with some kind of answer. Yes, no, it's 10 o'clock or whatever, and the thinking part is what's important for us because we can basically force people to think about what you just said. We can give them an ad, make them think about our message because that's how our brains work. Were basically trained since Kate being kids toe after questions, you can't work question. So after answered and to answer, you have to please briefly think about it, at least actively listen to the question. This basically gives us the power to make people think about what we say in that right or right, of course. For example, if someone just scrolls fruit, a Facebook feed, and they just briefly see you add, they will probably not pay much attention. They won't really read it. If there's a question, maybe even subconsciously at least actually process it and think about that for a second so they can answer it. Even don't actually can answer. Since there's no one there, it actually asked the question to the first way. How you can use questions is to crave attention. A simple yes, no question can be already pretty good. For example, do you know how you can Tripoli a block traffic in two weeks or I don't know. Do you know how Toe, What do you want to know how it created a puppy in two weeks or whatever. It is important, yes or no question. It's probably yes, because otherwise you kind of have the wrong target audience. But it also kind of tells the reader the prospect of whatever exactly what. He's roughly, what you offering, testing what they could get, what the benefit off your product or solution or whatever is, and it grabs attention. But what I like even more are open questions. For example, did you know our trip of my block traffic in two weeks? It's not just a yes or no question. And of course you could say yes, I know. But then what is the method you think? About, what? That method B. Maybe social media may be advertising on Facebook. Maybe e mails is in an eagle or respond or something. Maybe I don't know. Uh, guess, Post, you're thinking about it and then you don't quite know because I mean, there's no answer here To get the answer. You have to clear the air. So it's really useful to actually get people curious about something. You can also use it to keep attention once there are only a website on your block on your sales page. Because if they get a page, for example, your landing page, they will reduce headline yourself headline, maybe look at the picture and then maybe start reading. Or maybe just start skimming over it immediately. And they just kind of came over the headlines and see you, whatever it is website is about. But if they get a question is the headline it might actually go back and just read it again that I can answer it Even it was just consciously, for example, which these methods do you think work best, then you'd probably be like, OK, which methods that has killed over it. So you didn't actor cash that? So you go back a little to actress, see what methods did someone used, for example, to increase the block traffic? Anyone will see the answer to obviously. And you already got their attention back and I ask again, Yes, no questions or even open questions to kind of just get them to be more engaged. You read over it and they go back to actually reading it, and eventually they will start just skimming it again. But another question or interesting headline will get their attention back. And, of course, people who are more engaged in website we'll probably know actually with always convert better. But there's 1/3 way of using questions and really like that one reflection what I mean, but that IHS asking an open question with no actual answer, for example, something like, What would you do if you had 10,000 extra every month? Did you get this question? You probably think about it, especially if doesn't like a little break. You could think about it. I'm just imagine what you would have to do with that. Maybe, you know, maybe you don't. But you might imagine things like, I don't know, getting a bigger house or different house, or even getting it first house, maybe an expensive car or whatever do you think about that? And you can imagine yourself Maybe in a year from now or a month from now living the dream with so much money to spend. And then someone keeps possibly you keep. Send that person, for example, on content marketing product. And since then, now imagine already what life could be like. They're much more likely to buy because you can really see what this product would give if them what this product could be in for them. Or we could change your life so you could basically make people not just think about it for a second, would you? Actually offering what you're asking or whatever you can make them imagine it, and they will imagine their personal grieves. You can tell them what they want, but they will imagine it. Many consult basically just that that they can fulfill their dreams. So as you see, questions are really powerful, and I recommend using all of these three methods, but using them for all of these three opportunities to grab attention directly in an ad on Facebook, on Google, on video ads or whatever, then keep attention by repeatedly asking questions throughout the sales copy. Also, reflection is very useful in so many different ways. Just asking an open question about their personal life. Basically like what they do, what is their biggest problem? They will send about it and then be more clear about it if they read on this, makes selling just so much easier and highly recommend trying out at least using questions to crap attention directly in your ad. 5. Questions Examples: in this lecture, I will show you a few examples of how you can use questions in your advertising. First, let's start with getting attention. These have excused, unlike Google AdWords, Facebook ads or whatever, like the first contact you make with a potential customer. But I usually only have a limited words and even best time to get their attention. For example, need more traffic for your website? The answer. That would be obviously yes or possibly no, but someone who ends. And no, it's probably not someone put by a product, which is probably about getting traffic. This is a really simple question. Like the most basic question you can ask the most basic question you can use your at. It's basically just stating that you have a solution to getting more traffic, but it's a question so kind of reaches people more like you just kind of have to even subconsciously still answered what I like even more. A lot more. It's, for example, do you know the number one traffic source of 2016? It's more open question. You can't just answer yes and no, I mean you cook. It kind of always can even to those questions, but it still is something you kind of have to think about for a second. What could that number one traffic source speed Since it says off 2016 it's probably something you Facebook is probably not off 2016. I mean, it's been older. It's so good. But it's not like the number one off now. It's probably something you There was something I haven't heard about yet that well prepared. I mean, imagine missing out on, like, the new big thing. They could face the boss. You lots of people have made lots of money with it. And if we were later party, you missed out a lot. So you don't want to be late to the party This at might show you something that is great you haven't seen yet, So you're curious and they're all the kind of fear missing out on something great. So it's really an attention getter. All this use another example, like a dark trading Mitch. Do you make the one mistake that makes it dark? Aggressive? That's quite a question, because it kind of plans the seed of doubt, because as a dog owner with an aggressive dog. You kind of know we're doing something wrong. I mean, you must be doing something wrong. You tried so much. You've been to personal trainer. You have tried some trainee book or got a course or whatever, but it seems like nothing really help. So that's probably at least one mistaking him that you're making. And if you read that at that, it sounds like this app is website or whatever has a solution. They know what that mistake is, but you don't. You don't know that mistake yet, but he want to know, obviously. So you can fix it because you don't want to have an aggressive dog. I never read that. Even if it just came over it. I think about it for a second. Even come back to it. Does it want to know what mistake you're making? Was it something that affected life? It's something important. And if it would just say something like, I don't know, dissolution toe aggressive dogs when it's kind of like, uh, yeah, you've got lots of doctors already. A lot of people have less promised. A lot of people have promised you a lot of things, but this is just information. It doesn't sound like a say. That doesn't sound like an ad. I mean, OK, it kind of does. But it seems like you would actually be able to learn something from reading that article or website or whatever you could possibly are. Well, mistaking making. So it's after something you would probably read if you have that problem. But what about Have you seen this yet? It makes stock trading so much fun. I find this is really interesting way of using questions since it used the question and a statement. Have you seen? This year is just an attention getter. It seems it's really short can really get attention quite well. And also it kind of just makes you read on, because if you just see, have you seen this yet? You don't really know what it's about, but, you know, it's something great, something you should have seen already. But what never redundancy. It makes doctoring so much fun and you still don't know what it iss just noticed. Something great, something new. But you don't know it yet. You're curious. And also have you seen this yet? Makes it sound like a lot of people have seen their ready. It's something new, something popular, maybe a trend. You haven't seen it yet. You kind of your missing out your behind. And you kind of don't want that, obviously. So this is another really clever way of using questions to both Graham attention and make people curious. Make people want to click your red. But what, After that, once they're on the website on your store, any page or sales page, whatever you need to keep the attention, for example, simple questions like What did I do wrong? Or why didn't this work? You can just put them up as headlines throughout your website to keep the attention on to get the attention back of people who just came over it. And a lot of people will just came over it, especially if it's a lot of text, because ain't nobody got time for that, right? Never adjusts, came over and see. Why didn't this work? My PPA curious what's didn't work And then, of course, why didn't it work? If the website is about something you are doing to like if you were doing Facebook advertising and upset that sales pages about something Facebook advertising never read. Why didn't this work? And it's something you might be doing to. Maybe it's a mistake that you're making, too. And, of course, you don't want to be making mistakes because their usually expensive So it's just really getting attention. Back of people's came over it. And if you get the attention of people back, engaged in more, nothing are more engaged. You will read more of upside. If they are more engaged, you will read more if your sales letter if the reading work that same set, they are much more likely to buy because they've actually read what it's about. But these questions are still very basic. Would have fined a lot better the second once like Why did this suddenly get twice as many convergence? Because it's not just a question, but also something Give information. If you just came over it and read just that question, you know that someone did something and get I've got twice as many conversions. If it's still it's a Facebook advertising, it seems like some drink after someone twice as many conversions. That's a lot of money, so you can I want to know what did he do? What happened? I want to do that, too. And again, you got their attention back. Same with the last one. It's with a question that gets tension but also giving information that makes it really interesting to read on. But finally, reflector my probably favorite way of using questions. For example, what would you do with 10,000 extra every month? If you read that, you might think about even put just a second. I kind of imagine yourself like sitting in the house or on the beach of something, maybe a sports car, maybe holiday on a beach somewhere. Whatever and you can like it. You could imagine us health living your dream. And, of course, we all want to live, are really not sit all day in some shitty job. If you then read on the same page, is sending you some of things and product that might make you so much money that you can actually live your dream. It's a lot different than if you just buy some product that could make you some money because it's not about some product anymore. It's about selling. Your dream is in the customer stream. Their personal dreams that is so powerful, setting someone very specifically what they want with their life you could use. That manages to, of course, like what is your being a stock trading problem? It makes him think about even for just a second. About their problem, for example? The thing. Yeah, my problem is, actually Medog is really aggressive, and I don't like that. Obviously aggressive dogs are a problem. And if the website then continues with something like, Hey, have the perfect solution dogs to park too much, then the reader would probably be like, Yeah, that's not my problem and leave, which is not so bad, since they wouldn't have bought it anyway, because because it it's not their problem. Then again, if their problem waas parking and you said the solution of parking and they feel that your product is exactly what they want and that's great, or what would you give to finally have obedient dog? You think about it. They have paid a lot for a trainer. They have paid for us a book on doctoring to have tried so much, but they have no success so far, so they would give a lot to get up obedient, dark. And if the read on read about how you absolution can help them to get their dog really obedient and nice and move all the trouble, not so much about any course now took buying a solution. It's about getting that dark they want. And they're much more likely to pay for awesome dog, obedient dog, then just paying for some course. So to see these questions is in reflections are really powerful because it can really reach your customer in a very different way, making think about your product or your solution in a very different way. That's why I think these elect super weapons off appetizing. So it was summed it up. Use a question. A simple question to get attention in Facebook ads, Google ads or wherever you media customer for the first time or your prospect. But it was time, and then you keep their attention again with questions, and finally, you can use reflection like questions. Make the prospect think about your product in a very different way. I almost forced him to bite because it's not just a body of product anymore, but about their dreams about they're problems that could be solved 6. Authority Freebies: welcome to authority freebies. This method is a bit different than the others. Usually you have ads you pay for to send people to a sales page. Go to someone else to sales page. You make them by, and in the end you hopefully make profit. But not this time. This time you send people to a landing page where your office everything for free. A free product for your video course. Email cause whatever. But somehow you still make profit. This works because giving something away for free, like a high quality product, a video course you become an authority. Of course, there's only works if you actually have something high quality, and it needs to actually deliver value. For example, a 1,000,000,000 course that actually teaches something not just them, like some tease or something an actual video course, even if it's just the power of the the original wonder actual intercourse to the offer, like you have an introduction video course to CEO. But the main product ist es your master class. Then you can give away introduction course for for you and, in the end, promote our offer. The master class, the main course until the people who have taken your introduction course that there's so much more waiting for them, but they have to buy it. And if the course is hacked, the free course is high quality. They're much more likely to buy because they know what you offer is good, that you have something that it can teach them. Did your teaching skills courses good? They can learn a lot from you. That's all they want to know. That your course that the main course you want to buy might buy is actually a good course, not just a rip off. And if the second course is also really good, they might become Doyle customers for life because you have proven to them to do deliver a lot of value for good prices and have high quality products. Also, if that first crossed the free one, it's really good. We'll also get free promotion by people who she had this course with others who have the same problem, like on Facebook on forums or whatever. And a lot more people would actually see your product, the free one, and take it and realize that you actually have really good quality products. Can you offer and they might take the master class or whatever. The main probably is, too. And you gave, basically, get free promotion and more customers for free just because you offer something of value for free to people. That is why authority freebies are so powerful. 7. Ego: hello and welcome to the next lecture ego. This method works really well in all kinds of advertising. Basically what he goes about, its not just telling a product because the product is just means to an end. For example, you in the fitness niche and you sell a workout product. A record plan for beginners, then what a prospect a typical prospect really wants is not just buying a work of plan because no one cares. Body workout plan Really What they want is to change their life, to become fit, to lose weight, to become stronger and to look better. And that's what you have to sell. Don't just tell the product, but so that person, their dreams, they want to change your life and show them tell them that that's what your product helps them do. So, for example, again, you will have a plan. Don't just say that's a cool worker plan and buy it, but show them that people with that worker plan can change and have changed. Their lives have become stronger, fitter, better looking and show them that you're working plan. So the prospect that you work a plan can change their lives too. And if you sell a product about, let's say, weight loss. And don't just say that your product has helped people those £2 a week, which the great benefit benefits are important. But you've been warned that instead of just telling the benefit, compare the the product of had a prospect that the product compared a prospect not at the current state, but that a future stage. For example, with this product within a few months before summer, you can look like that cover model. Get that Beachbody or whatever so prospect can pick themselves. Being who want to be on your product is basically the way to get that dream, to become that whoever they want to be. And if we want to be a professional runner, don't just tell them running shoe or to running shoes. Hopefully, but seldom that these shoes can help them become better runners, help them be faster and run longer and avoid injury and whatever. If you want to sell, don't know sunglasses. Don't just tell pair of glasses, but so coolness and hell that factor that, for example, coolness home. Whatever factors are selling by using images and comparisons to cool looking people because it's not just about buying glasses, sandy gases against the sun. But it's also for looking cool, basically. And if the prospect sees these sunglasses on someone and thinks that peace glasses on that guy look really cool, they might actually by just because they look cool Justice angler sunglasses alone. They're nothing special. But if they look cool looking and it's much more interesting, obviously, because of course you want to look good and this is one of the basic needs, and that's what products you really are about. Everyone wants something, and these products help them get that, and that's what you have to sell, not just the benefit of your product, but your product can make them. 8. Credibility: Hello and welcome to another lecture. Credibility is an incredibly important concept, and it's something that it's not just important in advertising, but it's something important in basically all of life. It's something that can be used everywhere all the time because credibility is all about trust. And if you trust someone you're much more likely to buy from them. You're much more likely to give them a job or your trust the story much more likely to shop there, so trust is very essential in building a business. But how do you get that? Trust is an all in marketing or even offline market is business. Trust is something you have to build. It's something you can just get something you can just buy. It's something you have to build and earn. But in this course I'm not teaching or something like that. I'm not teaching you how to build trust, build a brand or whatever. There's other courses for that. But I can teach you a simple trick that you can use to get more trust for your sales copy for your ads for your product, and that it's simply but using trust for others from others. For example, you have a product about working out. It's like a worker plan or at work out Coors, the teachers. You have to work out more efficiently or whatever, and you can just make stuff up. You can just claim to have found the Holy Grail off working out or whatever. But how much do you trust some random person on Internet that have never seen her off in my life? Especially if the if you claim to have something so ridiculous and so improbable, I probably wouldn't trust him. But, of course, if you as to sales copy, right? Actually, just quote some research paper or some scientific study off like a big university or on institution or whatever. And this study finds as actually researched and developed or found a way off that doing something, something, whatever, after something else increases your muscle growth by 100% or whatever, you know, something scientific sounding. At least then, even though it might not fully understand what's going on, what this story actually saying or it's a testing. Then I will realize that this person, whoever wrote this sales page and the product and whatever has actually spent a lot of working that and did the research and trusts the sources that I trust to and entrust the sources like that university or academy or institutional whatever. And if they did that study, then it's probably legit. It's not just someone made something up, but something real something I can trust. And if you quote that study, then I don't need to trust you. I just need a trusted study. But if you use that study that research finding as a basis as a foundation for your product or for your solution to my problem, then I'm much more likely to trust you to, because it's not so much about you anymore about someone on the Internet. Someone on Internet is just using but trust birth institution found. So what it can do you should do is not just claim stuff, but actually quote as much as possible. Instead of making stuff up or making it sound like made it up. All this quote actual source is credible sources. But what? It can also do what you're also to while quoting It's become incredible yourself because Spike following you show that you have actually spent time researching and don't just basically try to make stuff up to sell. But that's actually more work and more basically, a source behind that. You didn't just make up a worker plan. You carefully researched and build that plan based on science, and not just, basically, just make sent me something up to sell it to become more credible but showing that your way of working your products are just higher quality than just making stuff up, that it actually spend effort into research, and thus you probably have a better product and others who didn't do that. Research credibility is all about boring it from higher sources. Basically like an institute, you will never be trusted as much as an institute or a university or something, probably. I mean, I don't know you, but usually you're not, but they using their trust for yourself. You can still get quite trusted by these prospects of potential customers or whatever. And, of course, if you then deliver a hack over the product, and if you deliver results, the new will probably still trust you because basically you held your promises. You told them that you will help them and you did, and that can create a will create loyal customers for life because they trusted you and you didn't disappoint them. So getting credibility from others and becoming trustworthy is an incredibly important part of business. Any business, really, even if it's just affiliate marketing, owned an advertising or whatever, getting trust is really important. 9. Outroduction: Hey, welcome to your final lecture. Actually, it is not even Electra. It's just me saying goodbye. I hope you learn a lot from the course. And I hope you will actually apply these methods. Just knowing them won't help you and won't make you any profit. So just go out there, take your ads, Politis methods and see what works best for you. Whatever you do. But we should've best of luck and have fun.