Market Mix - 🔍 Ad Copy Guide

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Hey, it’s Alex. In your inbox for the last time this year. 2023 was a phenomenal year. And I loved sharing it with you.

A few things I’m very grateful for:

But, here’s my last two cents before wrapping up the year…

Spend that extra time with your loved ones. Enjoy every second. Be exactly where your feet are. Reflect on the year. Reflect on what went good, or bad, and what you can improve. Look forward to 2024 and set audacious goals. And don’t let the person who you were in 2023 reflect who you want to be in 2024.

You can shed the dead skin tomorrow. Decide to be entirely different. And be who you’re destined to be.

And I’ll join that road with you. I’m going to share my 2024 personal and company goals with you guys next year.

Enjoy the holidays.

And we’ll be back with vengeance in 2024.

But first, a huge thank you to our partners AE Studio and Insense.

In Partnership With AE Studio

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Killer creative is the variable to successful Facebook and Instagram ads.

So today, we're going to cover how to write paid ads for:

Let’s get into it.

Types of Awareness

No two customers are the same.

Some are aware of you, some aware of your products, and some don’t know who you are or what you offer.

And each individual's level of awareness influences how they perceive your ads.

The truth is:

Because of this, every touchpoint requires different messaging.

In 1966, Eugene Schwartz addressed this in his Breakthrough Advertising.

He labeled the 5-types of awareness into 5 different phases:

But here’s the caveat, different customers buy at different levels of awareness.

And the majority will buy at Product Aware or Most Aware.

Let's Write Ads

Let’s break down some examples and rewrites for ads in each stage of the funnel.

1. Problem Aware

Your goal is to help the consumer realize the problem and cement it in their mind.

Without a problem, they're not going to search for a solution.

2. Solution Aware

Your goal is to display the solution and open the door to introduce the product.

Do this by talking about what they want to do, achieve, or need to eliminate the problem.

3. Product Aware

The goal is to cement your product as the best option.

4. Most Aware

The goal is to inject the last bit of confidence needed to take action.

Putting It All Together

If you spend time in different ad libraries you'll notice the best brands write copy that matches different awareness levels.

And the best brands match the landing page copy to the awareness level the customer is currently in.

Here’s how it plays out:

_{In Partnership With Insense}

How To Increase Your Conversion Rate:

A lot of marketers will tell you to leverage influencers for paid ads. That’s just not enough context.

Here’s how to work with influencers to lower your conversion rate:

Which is why 15,000+ brands like Obvi, GoPure, and Ivy Beauty use Insense.

And I got you $200 for your first UGC campaign.

🕳 Rabbit Hole Reads and Resources