by Sabri Suby
straight to the shopping cart.
Think of it this way: If you went to a restaurant and ordered a medium-rare
steak only to be served a steak so well done it might as well be a hockey
puck, let’s be real: you’d be sending that steak back.
On a steak, the temperature has to be right before serving. And the same
thing is true for ads, offers, and landing pages. If you want to convert your
visitors, you have to match the temperature of your audience.
Let’s look at it this way.
Cold: Tinder Traffic
Tinder Traffic (as I like to call cold traffic) consists of people who have no
idea who you are. Just like a Tinder profile, you’re a complete stranger, and
what they see on your ad or landing page will determine if they want to
‘swipe right’ and know more.
Warm: Second Date Traffic
Second Date Traffic (warm traffic) is – you guessed it – just like a second
date. They’ve met you, they know you, but they’re certainly not sold on you.
They’re trying you out to see if it’s a fit, but one wrong move and you’re
history.
Hot: Netflix and Chill Traffic
Netflix and Chill Traffic (hot traffic) are the audience equivalent of a long-
term relationship. They’ve worked with you in the past, they know all about
you, and they’d spend all their time with you if they could.
Now, if you serve a Netflix and Chill message to Tinder Traffic, their
reaction is going to be, ‘I have no idea who you are, so…. Yeah, this is just
too personal’. But if you serve a Tinder message to your Netflix and Chill
audience, they’re going to think, ‘I’m offended – it’s like they don’t even
know me!’
If you want to maximise conversions, you need to consider the temperature of
your traffic and adjust your message to fit. Everything about your ad, offer,
or landing page must be targeted to maximise the relationship you have with
your traffic.
The plan is to take them from Tinder all the way past Second Date to Netflix
and Chill. Here’s how it’s done.
How To Take Your Prospects From
Tinder To ‘Netflix And Chill’
Marketing is much like dating. There are a series of steps and events that
must take place in order for a relationship to develop and get more serious.
Let’s say the ultimate goal for dating is eventually to find a partner and get
married. Generally speaking, the way you reach that end goal is by going
through a series of steps and events. It might start with meeting someone at a
party or bar, or through a friend. You might offer to buy that person a drink,
share a conversation, or talk about star signs. If things go well and you hit it
off, you exchange phone numbers.
After this, an ‘offer’ is generally made for a first date, perhaps dinner and
drinks. Then a second date, perhaps a movie or a walk through an art gallery
as you begin to get to know each other better.
You start dating. Things get more serious, you get engaged, and ultimately
married. While there are certainly a lot more things that happen along the
way, you get the picture. It’s a process, with a varying level of commitment
along the way to reach the desired outcome.
Business is much the same. However, most businesses are out there asking
people to marry them on the first date, or even worse, at first sight!
What do I mean by this? Instead of capturing a lead by using a HVCO,
building value through using the Magic Lantern Technique (we’ll get to that
in phase 6), educating your prospects, and only then asking the prospect to
buy, most businesses are out there screaming at the prospects to buy straight
out the gate.
Right from their advertising and ads they’re screaming, ‘We’ve got the best
range and the best service… Come and buy our stuff’.
From experience working with thousands of businesses over the years, this is
the biggest mistake I see them making. They’re walking into bars and asking
people to marry them.
This is the completely wrong approach.
Whether you’re advertising on Google, Facebook, Instagram, or YouTube,
the very first step in the process of taking disinterested wanderers and turning
them into your most valuable dream clients is getting eyeballs on your ads.
So let’s take a look at the primary function of each step in the funnel to turn
complete strangers into high-paying clients.
You are here
The job of the ad is to ‘sell the click’, its job isn’t to sell your products or
services. If your product or service can’t ever be sold directly from the ad -
why try?
The job of the opt-in page is to ‘sell the opt-in’, in other words, to get the
prospect to opt-in and give their contact details in exchange for your HVCO,
so you can follow up with them. This gets your prospects to raise their hand
as being interested in what you’re selling.
The job of the landing page is to ‘sell the next step’ if you’re generating
leads, this is where you want them to land. It’s where you make your pitch
to your prospects so they can book in a time to chat with you. Tip: make it
all about them and not about you.
The job of the sales mechanism is to ‘make a sale’ whether you deliver
your sales pitch over the phone, through a webinar or online via e-
commerce. Everything leading up to this point has brought you here and
now is your time to close the deal.
Starting with the very first step in the funnel – the ad – this might be on
Google Ads, Facebook Ads, YouTube, Instagram, TV, or print advertising. It
doesn’t matter which channel or if it’s online or offline, the premise is always
the same.
The job of an ad is not to make a sale. It’s one and only job is to funnel
prospects off the medium they’re on – Google, Facebook, etc. – by getting
them to click.
Nothing else.
Before selecting which channel you’re going to utilise, you need make sure
the channel is right for the temperature of prospect you’re targeting.
Let’s start with Google Ads.
Prospects In Buy Mode
Targeting prospects in buy mode is best done using either Google Ads or
SEO, and focusing on those super-high purchase-intent keywords and
phrases. Here, you’re specifically targeting the prospects who are fully aware
they have a need and they’re just searching for the right person to do business
with.
Prospects In The Awareness Stage
While targeting prospects in the awareness stage can be done using a whole
bunch of platforms including Google, LinkedIn, Instagram Ads, Facebook or
YouTube, I recommend the only two to consider are Google and Facebook.
They’re the only grown-ups in the room. These guys have the duopoly on
traffic online because they have the lion’s share of the data. This means they
can offer incredible targeting features that help you identify prospects who
show buyer intent, matching all types of laser-targeted criteria from
household income to purchase activity, and a ton of other unbelievable
targeting options for your ads. When it comes to
advertising online, this is
where the opportunity is right now.
Recent stats say there are over 3.5 billion Google searches per day, and this
number is increasing each year. People are getting more specific in their
searches and these prospects have already sold themselves. They know they
have a problem; they’re motivated and out there looking for a solution.
Cold Prospects
Cold prospects represent the largest segment of your market and can be
accessed through Google, LinkedIn, Instagram Ads, Facebook, or YouTube.
Targeting these prospects is ultimately where the biggest potential lies long
term, but to warm them up you’ll need a clever sales funnel with education-
based content, such as what you’ll learn in this book. Sounds complex, but
trust me, it’ll be worth the payoff when you start dominating your
competition.
I know it’s easy to start feeling overwhelmed at this point, so let’s take a
breather. Just imagine that Google and Facebook are raging rivers, full of
your best kind of prospects. Your sole purpose is to get the attention of these
prospects as they’re racing past in that stream. When you break it down to
those fundamentals, it’s very simple. And though it can be tricky keeping on
top of the interface changes on these platforms, the fundamentals never
change because they’re based in human psychology and the primal desires,
fears, hopes, wishes, and dreams that drive us all.
We’ll look at some proven ad formulas that tap into those desires in just a
moment.
How To Write Google Ads That Grab
Your Prospects By The Throat And
Drag Them To Your Website
First, let’s look at some stats. When you’re running Google Ads, 2% of the
advertisers get 50% of the traffic. So what really makes the difference? Well,
I always see people using Google Ads to sell their products or services
straight out the gate. They’re using an ad to try to convince you they’re the
ones you should be doing business with. And that’s ridiculous, because you
can never, ever sell somebody from your ad. When was the last time you saw
a Google ad and picked up and bought something without even clicking on
the ad and checking out that website?
So if you can’t possibly sell somebody directly from the ad, why try doing it
in the first place? It’s just setting you up for a fail. And it comes down to this
– your ad has one job, and it’s not to try to sell something, it’s to sell the
click.
The job of an ad is not to sell the product; it’s to sell the click.
Your ad has one purpose – to get people to click. Your ads should demand
attention and compel readers to click, not buy. Imagine the advertising
channel you’re employing as a raging river full of prospects and your sole
purpose is to get the attention of your dream buyer as they race past.
So that begs the question – how do you get their attention and what drives a
click?
The answer is primal desire that can be provoked in a number of ways:
CURIOSITY & INTRIGUE
SHOCK
DIRECT BENEFIT
IMPLIED BENEFIT
FEAR
VANITY
SELF-INTEREST (Better, Richer, Stronger, Faster, Healthier,
Happier, Sexier, Fitter, Smarter)
To illustrate this, I conducted a quick Google search for ‘divorce lawyers’
and these were the ads I was presented with:
First up, all these ads look the same and all start with the words ‘Divorce
Lawyers’. None of them stand out and demand attention.
Next up, what are these ads trying to do? Sell me! Right there in the ad copy
they are trying to convince me that they’re the ones to help me and I should
choose them. They’re asking me to marry them on the first date.
‘Specialist lawyers assisting people through marriage breakdown and divorce
issues’, ‘Make a booking’, ‘Request a quote’, ‘Responsible’ ‘Trusted
lawyers’, ‘Cost effective service’ …
They’re missing all the other steps in the process that come before this one
and going straight for the marriage proposal. Why? Are they lazy? Do they
simply not know any better? Whatever the reason, we’re going to stop this
madness right here, right now.
This is the right way to approach it. We must ‘ sell the click’.
We do this by first assessing the environment in which our ad will compete
for attention. We already know all the ads start with ‘Divorce Lawyer’, so we
must do something different.
We also know that all the ads are screaming for a marriage proposal on the
first date.
Let’s get to work.
After a little research (using the Halo Strategy) to get the creative juices
flowing, I came up with the following ad.
Not a bad effort, I say. This is a simple ad I whipped up which 1) Sells the
click by dialling up the intrigue with ‘Secret checklist finally revealed’.
Everybody wants to know secrets, and I’ve partnered this with ‘Top Divorce
Lawyer’ to define what the checklist is going to be all about.
I then tease what’s on the opt-in page and the reward for them to click, with:
‘22 Tipoffs Your Husband May Be Cheating On You – Free Report Reveals
All’.
Nothing about this ad is selling anything. No one is ever going to buy off the
ad, so why try to sell them? Instead, offer something that’s so irresistible,
something that has so much intrigue that people can’t help but click.
I then go on to build the social proof ‘100,000 Downloads’ and add urgency
‘Ends Soon, Act Now!’ Now let’s see how this ad shapes up in the
environment where it has to compete for attention.
Which ad would you likely click on? Which one stands out? Which one is the
least threatening? And which one has intrigue oozing out of it?
This is just one simple example. Opportunities exist like this in all markets.
This one strategic shift can make you stand out head and shoulders above the
competition and funnel the lion’s share of prospects into your business.
There are a bunch of different winning ad types listed below. Read them,
think about why they work, and which approach would work for your market.
There’s no need to reinvent the wheel. Simply model what’s already working
and apply it to your own business.
Click-Worthy Google Ad Types And
Examples
Ad Type: If they can, you can too
Ad Type: Irresistible intrigue
Ad Type: Prediction-based
Ad Type: Fear mongering
Ad Type: Breaking news
Ad Type: Myth buster
Ad Type: Freebie / Discount
Ad Type: Testimonial
*Please note: these are not real ads and are just being used for illustrative
purposes.
More Click-Worthy Ad Examples (Google Ads)
*Please note: these are not all real ads and are just being used for
illustrative purposes.
Now, one thing I want to highlight is that writing the perfect headline for
your ad is a process. Don’t try and nail the killer headline for your pay per
click or Google Ads campaign the first time around. In my exper
ience, it
takes a minimum of 20 attempts to get the best headline. Some of the best
headlines are like the Franken-headlines, where you see that one ad is
working really well, and then another ad is performing somewhat well, and
you mishmash all the elements and keep tweaking it and running different
variations to find the killer ad that just crushes it in your space.
You need to think about what your target audience really wants. And I know
you might be thinking, ‘Well, Sabri’s copy is a bit outrageous’, but the thing
is, average copy just wastes money. You need to be provocative. You need to
shock people. You need to say the opposite of what your competition is
saying. If you want to cut through the noise, and enter into a market and own
that category, then you need to do something different to get attention.
My Google Ads Checklist
These are the nine key questions you should be asking yourself when it
comes to Google Ads or PPC campaigns:
Am I getting more money back than I’m putting in?
Do my keywords match search terms my market is using?
Are my conversions increasing every month?
Is my cost per conversion decreasing?
Are my visitor’s needs aligned with what I’m offering?
Does my copy demand attention and sell the click?
Is my PPC strategy geared for sales?
Is my tracking in place so I can determine which keywords are
generating sales?
Is my focus on EPC (earnings per click) and sales volumes?
Look at the amount of sales your ads are generating and check you’re earning
the most amount of money per click that you can.
Let’s drill down into this one so it’s super clear. If you’re spending $1,000 on
Google Ads per month, and you’re paying $2 per click, and from those ads
you’re selling $3,000 worth of consultancy services, you’re earning three
dollars for every one dollar you put into that campaign. In fact, it may be a lot
higher because $3,000 per month might be a retainer, and the average client
may be with you for a 6- or 12-month contract. So you might find the average
client is ultimately worth $24,000, and you’re spending $1,000 (or less) to