Dynamic Diagnostic System

The DDS is a graph created by the guys at DWM, so that new students won't get bogged down with all the information that FB bombards you with when you're just getting started.

An information overload is the last thing you want when you are trying to implement, creating your first campaign or trying to come up with a sound copy that will pass FB's restrictive rules.

So the concept behind the huge graph that is the DDS is to limit the information overwhelm and provide you with the clearest path to what you want to achieve within FB.

The DDS is changed regularly by people at DWM, so that it will always be updated to face the newest challenges raised by FB and its algorithm.

The orange diamonds represent decision diamonds, that usually require a yes or no answer, and it's important to reply to these questions, especially when your ads are being denied or perform poorly.

Boxes in pink represent resources that the course has provided you with in the shape of pdf documents that can be found in the DDS folder.

The boxes are clickable and will direct you immediately to the right pdf, a real lifesaver if you are just getting started with FB ads!

Boxes in blue, on the other hand, are where your advisor can assist you, while boxes in white are areas that are still under development or outside of the competence of the course.

Subjects such as email automation and topics not directly related to FB advertising will fall under this category.

The DDS may not be as flashy and appealing to the eye as other tools that you're provided with in courses like this, but it really is a lifesaver if you get stuck, and it will point you in the right direction 99% of the times.

It's also a way of not overwhelming advisors, and making you read the pdfs before you actually go and ask your advisor.

It really should be on the desktop of anyone taking the course, and the first port of call if you are experiencing problems.

1-2) Intro - Find Your Perfect Target Audience

These modules represent a fast start to the world of FB advertising:

Each one of them is about 5 minutes long, and it's supposed to bring you up to speed with what you're going to be doing with your instructors, once you're ready to dive in.

The fast track is for you to gain momentum and really get you ready to learn the more complicated issues related to the many facets of advertising, and that is exactly what Keith does in these mini-modules.

The first lesson from the introduction is all about the three different ways of advertising on FB:

A simple but important way of distinguishing between different kinds of ads:

• Boost Post
  
• Ads Manager
  
• Power Editor
  

By doing so you'll be able to have many different ad results that you might want to achieve, from increasing conversions to your website.

This is the obvious choice for finding your target audience, to boosting your posts or promoting your page.

Once you have chosen what kind of ad campaign you will be running, you will be presented with a very sophisticated way of pinpointing your ideal demographic.

The course provides you with a Target Audience Research spreadsheet, to make things easier for you right from the get-go.

3) Boost Your Post for Quick Momentum

There is a FB Ads easy button that not many people use anymore, nowadays, but that Keith still swears by, and that is the 'Boost Post' button.

This is by far the fastest and easiest way to get your message out and in front of the right audience, perfect for quick website conversions and to get yourself known more.

A consistent use of the boost feature also makes it easy to see which posts on your page are resonating more with your audience, and a cheaper way too!

At this stage of the advertising, you don't really have to split test or do anything complicated.

If you only want to know which of your posts are performing best, then go for boost!

By boosting posts, you can create and save a custom audience like in the above, post, where countries, interests and gurus can be selected.

The ad will then be shown only to the people who meet the requisites you have selected.

You will then also be able to choose the budget, for how long you want the boost campaign to last and FB will give you an indicative number of the people that the boost will reach.

4) Choosing Your Campaign Objectives

Moving on to slightly more complex kinds of advertisement, you will be able to choose the actual objective of your ad campaign in your ad manager:

Facebook has created three categories from which you may choose your campaign objective:

• Awareness
  
• Consideration
  
• Conversion
  

The awareness categories belong to the top of the funnel and focus on boosting your post, getting more likes for your page, local awareness and brand awareness, for example.

Consideration categories deal with app installs, clicks to website, video views and lead generation.

Finally, conversion deal with the back end of the funnel type of activities, such as website lead conversion, increase engagement and promote a catalogue sale. 

For 80% to 90% of his campaign, Keith uses website conversions.

That makes decisions a lot simpler!

This is because in most cases you're taking traffic from FB and driving it to a website where you hope this traffic will convert to buyers.

It could be a webinar page, a lead magnet or an affiliate marketing page, it really doesn't matter.

All of this may seem pretty obvious to someone who knows his stuff in FB Ads, but if you're just getting started, this fast course is a real godsend.

5) Create These 4 Custom Audiences First

Even before running your first campaigns, there are 4 distinct custom audiences you really want to segment and create.

They are:

• Fans
  
• Website Visitors
  
• Lookalike Audiences
  
• Interest Target Audiences
  

The first two groups are what we would call warm audience, or people who are familiar with your work, your site, or your promotions.

The second two groups are a cold audience, who does not yet know you, but through the creation of lookalike audiences, will know you very soon.

So what are custom audiences?

By definition, they are Custom Audiences you create to reach customers you already know through ads on FB.

You can upload emails, phone numbers of customers, or you can build from audiences that visit your site or use your app.

Lookalike Audiences are quite different:

They are ways to reach new people who are likely to be interested in your business because they are similar to customers they know about.

You can build a lookalike audience on different factors:

People who like your page or visited your website, for example.

The first four Custom Audiences people usually build are these:

6)) First 4 Ad Sets (Targeting Groups)

Once you've created your first Custom Audiences, you are going to expand and work in more detail, creating your campaign's Ad Sets.

Ad sets are groups of ads that share settings for how, when and where to run.

When you create an ad set, the choices you make at the ad set level automatically apply to all of the ads in the set.

The first 4 Ad Sets that you are going to take care of are:

• All Contacts Custom Audience + Website Visitors
  
• Your Fans  + Opt In Thank You Page Visitors
  
• Lookalike audience for all your Contacts or Customers
  
• Top 4-6 Interests Found in Target Audience Research
  

7) 7 Step Flight Plan Overview

In order to make your introduction to the world of FB Ads as foolproof as possible, Keit has come up with a 7 Step overview of things you need to do in order to successfully catch up with those who are already hustling.

In Step 1 you are going to create your Facebook Business Page and set up your FB Business Manager:

This is crucial for all you are going to do in the future.

Moreover, you will have to go through the 3 way of creating ads (Boost Posts, Ads Manager, Power Editor) and research your perfect target audience using the spreadsheet provided to you.

Step 2 brings you to another level:

You'll have to watch the Power Editor Walk-through video and understand the 3 main reasons to build quality fans:

• Social Proof with Friends of Fans Connection
  
• Frequency - Fans can see your Ad 4x a day, non Fans only 2x
  
• Fans Target Audience usually give you the highest ROI
  

Your last task will be that of creating your first like campaign to get more fans.

Step 3 focuses entirely on understanding what a 'Facebook Appropriate' ad is, and how that can better your previous ad.

You will then have to write persuasive ad copy for your Ads, Lead Magnets and Landing Pages.

Then, using Canva, you'll create killer creatives to go with your copy, and only then will you be able to create your first Lead Generation campaign.

Once you're at Step 4 you'll be half way through and you'll have to decide which ad type will be the best for the kind of offer you're looking to make.

You'll then need to download the material that Keith has made available to you, and study it in great detail:

• FB Ads Flight Plan Mind Map
  
• Complete FB AdsMessaging and Offer Worksheet
  
• FB Ads Examples gallery
  
• Ad Builder Template

Only then will you be ready for Step 5, where you will set up your FB Pixel and create:

• Necessary Custom Conversions
  
• Standard Events
  
• Core Custom Audiences
  

Step 6 is quite complex, as you will be creating and publishing your campaign in the power editor:

• Create your First Ad Set and Name According to Audience and Placement Details
  
• Select Conversion Goal to Optimize Based on
  
• Select Targeting
  
• Set Bidding to Automatic or 3x Your Conversion Cost Goal
  
• Set Budget
  
• Create Ad and Select Conversion Goals to Track
  
• Submit Campaign
  

Once you have submitted the campaign you have reached Step 7, or Analyze, Optimize & Scale.

Here you will only have to:

• Start to Analyze Your Campaigns
  
• Start to Optimize Your Campaigns
  
• Look for Conversion Optimization Leverage Points
  

All this process is created so you can get momentum started, and then apply more advanced strategies.

This is the end of the FB Fast Start and in reality Facebook Ads Academy starts right now, where you won't have to watch and implement videos, but you'll be ready to talk to your mentors and implement what you have learned.

If you join the Academy, you will be going through Zoom calls, discussing every aspect of your ads with Keith and his assistants, who have invested millions in successful ad campaigns.

Lesson 1) Welcome to eCommerce

In making an introduction to the Facebook Momentum course, Keith gives some numbers about FB usage, which are pretty impressive.

Sure, the data is not the most up-to-date and the numbers refer to 2016, but it's still quite impressive once you put all of them together:

• Ad Revenue up 63% - Total Revenue up 59%
  
• Mobile Ad Revenue 82% of Total Revenue (!)
  
• 1.71 Billion Monthly Active Users - Up 15%
  
• 1.13 Billion Daily Active Users - Up 17%
  

When put in the perspective of advertising your business on FB, it kind of makes it a no-brainer.

Sure, the data may be different today, but it's still a hell of an opportunity!

And don't think the numbers have gone down...

More than any other, this is the platform where your potential customers are hanging out, and as a business owner it is your responsibility to be there when they are looking to buy.

Once you use the right message to put the right offer in front of the right audience, things can escalate pretty quickly, and that is what this course is all about.

With a total ad spend of $1.2 Million/mo, Keith is possibly one of the best people to show you exactly how to do that.

According to Keith, there are 3 Keys to Success on FB:

1. You Need Both Traffic And Conversions: you can have all the traffic in the world, but if your product does not convert, you are just gong to be pumping in money, and that is the same for having the best product with no traffic.
   
2. Facebook is Interruption Marketing: you need perfect messaging for your audience to let them stop scrolling through people's friends' posts. Your ad needs to stand out big time if you want to even dream of selling.
   
3. FB's algorithm is like artificial intelligence, but it needs data from you if you want it to work. Data is the fuel the huge FB Ads machine needs in order to get you the desired results: no data, no sales.
   

Given that FB changes every week, Keith makes a point to say that even if his videos are dated, it will be easy to navigate through the FB platform.

In this short introduction, Keith also drops another bomb:

Strategy and Messaging beat Targeting and Ninja Optimization.

But what does it all mean?

No matter how good you are at choosing a good target and at optimizing your ad for that target audience, you will fail if you don't have a solid ad strategy and winning messaging.

And this is what the Momentum course is all about.

And you're in great hands:

Lesson 2-3) How Facebook Works - 1 Hour Set Up Guide

This whole module is taught by Ralph Burns, Keith's tech expert when it comes to FB Ads.

These sections are pretty basic and go through the creation of your FB page, your domain, etc. etc.

Once you have your page up, you should really set up Facebook Business Manager to create legitimacy both for FB and for people visiting your page.

The process is pretty straightforward, nothing to write home about, but it's nice to have someone take you step by step through all the processes.

Claiming your page from your Business Manager and adding and Ad Account for the page are the next steps.

You then get to choose who to add to the Ad Account from your team roster.

It's pretty simple if you've done it before, but a godsend if you're kind of new to FB Ads in general.

When it comes to posting content, Keith suggests that before asking anyone to join your page or boosting it to get more fans, you should have 3 or 4 up already.

Once you have a minimum foundation, Keith says to carry on providing content with one post a day:

The key here is consistency and not quantity.

Posting one post a day for a month is much better for FB's algorithm than posting 30 times in one day.

For the very first post, Keith suggests using an anchor post, something that you can pin on the top of the page and that basically describes who you are and what your mission is:

To do this, you can use a blog post or you can publish a video.

Lesson 4) Facebook Action Plan

This module is much more interesting than the previous ones:

Keith gives you an Ad Campaign blueprint that starts simple and then develops into a proper funnel your users and fans will go through!

We start with three campaigns:

1. A Lead Campaign to get your first fans: you will be tackling cold leads with a boost ad, which won't really be bringing your fans outside of your FB page.
   
2. Website Conversion Ad to get both warm and cold leads to click on your link and leave Facebook to go straight to your funnel.
   
3. Video Ad that takes warm and cold leads to a webinar that pitches your course.
   

Keith then goes much deeper into the funnel aspect of the advertising and gives you some tips that are gold.

Facebook Funnels Key Elements:

• Figure out your market's pain points, desperate problem or frustration, or deep desires.
  
• Create your appropriate key offer.
  
• Make sure you have a back end sales-funnel in place: Sales Offer or Trip-wire..
  
• Make sure you have at least a simple Email sequence in place.
  

Next Keith brings you through the 7 steps he uses to build all of his campaigns..

These steps have helped entrepreneurs like Brendon Burchard and Dean Graziosi make millions of dollars, so they have proven very, very successful:

1. Publish your Landing Page and Thank You Page.
   
2. Add Facebook Pixel on Funnels and Blogs.
   
3. Research Target Audience.
   
4. Create Initial Custom Audiences and Lookalike Audiences.
   
5. Write Ad Copy and Create Image or Video.
   
6. Create & Publish Campaign using appropriate Campaign Objective, Ad Set Placement, Targeting, and Bidding.
   
7. Monitor Reporting: Minimize, Maximize, Optimize (MMO).
   

Lesson 5) Creating a Killer Facebook Hook & Offer

In order to create great Ad hooks and offers, and get cold or warm clients to leave Facebook to go to your funnel and buy your product, there are certain precise steps you have to follow.

First of all, Keith talks about the five stages of customer buying cycle as a fundamental way of understanding the psychology behind selling via FB:

1. Awareness (Problem/Solution Recognition)
   
2. Interest (Information Search)
   
3. Consideration (Evaluation & Comparison)
   
4. Purchase (Decide with Emotion & Justify with Logic)
   
5. Advocacy (Loyal Brand Ambassador)
   

These are the steps the buyer will go through, from being aware of your product to becoming a loyal fan who will suggest other people that will buy your products.

FB targeting capabilities are fundamental for the best outcome of your offer:

But it is not all about targeting: the message and your offer are what really shines in the end.

Facebook Targeting, according to Keith, is often where most people fall.

They get caught up into the whole targeting, retargeting and bidding process, that they forget the important things in an ad: the message and the offer.

You can target all you want, but if you message like a troglodyte and offer lousy products, you ain't going to win at this game..

If your message and your offer and spot on, you can simply run the same ad even for years, it has worked for some of Keith's clients.

And usually, an advert that runs for a year means it's making crazy money.

But where are we going to focus our messaging and hook:

What kind of ads are we going to spend our hard earned money on?

As usual, the idea is to get momentum, so Like Campaigns are the first thing you should be focusing on.

Secondly, once you have a core of warm audience, you should be focusing on Content Amplification:

That can be anything from free content, a blog post or cheat-sheet, to a low ticket item on your funnel.

Finally, once you have acquired enough fans, you should be focusing heavily on selling your highest ticket product through Conversion campaigns, which are going to be the most expensive, but even the most rewarding in terms of money.

Keith also gives you his 6 ideas for the best kinds of offers in reverse order of commitment, which means, starting from the least difficult to commit to:

1. Coupon or Sweepstakes.
   
2. Checklist: A pdf download of templates, a checklist, a recipe book.
   
3. Quiz or Survey Funnel.
   
4. Webinar or Online Event.
   
5. Free Item with only Shipment paid.
   
6. Product Sales Page.
   

Which one you choose will ultimately depend on the kind of product that you are selling, but all six of these have created Keith's clients millions and millions in sales...

In this lesson, Keith also provides you with a great document where you can register a lot of information on the problem you are trying to solve and your target audience.

This is what is covered in this amazing doc:

1. Problems/Solutions
   
2. Desires & Why
   
3. They Don't Know What They Don't Know
4. What is YOUR Proven Process that Differentiates 
Your From Your Competition

Once you go through this process of individuating your ideal buyer and what problems your product solves, it will be much easier to pitch the offer to your fans.

Lesson 6) 30 Minutes to Your Perfect Audience

When starting out with FB, you won't really have large warm audiences.

Since FB is interruption marketing, you will need large warm audiences, or create custom cold audiences that you will let FB drive to your FB page or landing page.

Interest targeted research will be what you're aiming for to create this cold audience advertising.

Interest targeted research must be large and can be either of these two:

• 400k to 2 million
  
• OR combine smaller audiences
  

400k to 2 million is perfect if you are using US audiences or combined audiences featuring the US.

When you are dealing with other, smaller countries, 100k to 500k should suffice.

Smaller audiences are doable, but they are tricky, since they will bring with them:

• More competition
  
• Smaller budgets
• Ad fatigue
  
• Difficult scaleability
  

When looking for cold audience elements that Facebook can use to find potential customers, some indications can be found if you look for:

• Competitors
  
• Leaders & Gurus
  
• Tools & Services
  
• Publications
  
• Organizations
  

The FB research tools have become so good that even one element for cold audiences could be enough to find interested people.

Another tool that you can use to see relevance is using Google or Amazon to find the elements listed above.

Once you have compiled your list of interests, you should head to your Facebook Business page and use one of the two following tools:

• Suggestion Tool in the Power Editor
  
• Audience Insights
  

Lesson 7-8) Build Your First Like Campaign

In order to gain initial momentum when trying to get your FB page in front of as many people possible, you should go for a Like Campaign.

Keith gives 3 specific reasons why you should do this:

1. Social Proof: Friends of Fans "Connection Targeting" gives you Instant Credibility - like being recommended by a friend.
   
2. Double the Frequency: Fans can see your Newsfeed Ads 4x a day, while non fans can only see it 2x a day. You're effectively building a warm audience.
   
3. Fans Audiences Get Better ROI: Targeting your fans with your Conversion-Targeted campaigns will typically yield the highest ROI.
   

Like Campaigns are great because you don't have to have landing pages, thank you pages or conversion pages.

Creating a Like Campaign also makes you familiarize yourself with the Power Editor, which will come in handy for future, more complex ads.

Once you have launched your campaign, it will be interesting to optimize it and tweak it here and there.

One of the goals of finding people to like your page is the possibility of transforming those early likes into conversions at some point.

One way of obtaining the results you want is to image split the ads, while keeping the same copy:

It will then be obvious which one is more popular and cheaper, a solid method.

The course provides you with a cheat-sheet of how much you should be spending per like, and, although the course is pretty dated by today's standards, it's still interesting to know what the pros think.

If you have:

• Good copy
  
• Good image
  
• Good targeting
  

then you're going to get very low cost per like.

You can then begin cultivating these fans, and turn them into customers!

Lesson 9-10) Killer Lead Magnet Creation

If you've been in the online marketing world for some time, you surely know what a lead magnet is.

If you haven't, here is Keith's definitions to help you out:

• A lead magnet is an irresistible bribe offering a chunk of value to their prospect in exchange for their contact information.
• A small chunk of very specific value for a specific problem in exchange for an email address.
  
• Needs to be highly useful.. but incomplete.
  
• Leads them to the next step.
  

There are so many kinds of lead magnets that listing them all would be impossible, but here is a list of attributes that all lead magnets share:

• Super SPECIFIC
  
• Promises ONE BIG THING
  
• Gets them closer to THEIR GOAL
  
• Speaks to a known desired END RESULT
  
• IMMEDIATE gratification (not over time)
  
• Moves them down the "continuum of belief"
  
• Can be consumed quickly
  
• Highly related to your product/service
  

In order to find the right hook for your lead magnet, you will therefore have to go for something that helps with

• a pain the client doesn't want to feel
  
• a pleasure the client wants to pursue
  

When it comes to avoidance, an easy way of finding a lead magnet hook is:

• List your target's greatest fear
  
• What are they most afraid of
  
• Why do they want to change?
  
• Easy-to-apply solution
  

When it comes to desires, an easy way of finding a lead magnet hook is:

• List your target's greatest desire
  
• Find out what they want more than anything else
  
• What's the coolest thing you sell people
  
• If you had 2 minutes to impress someone, what would it be?

Lesson 12-13) Building Your First FB Lead Generation Campaign

This is one of the beefiest modules in this course and it's all about creating a Lead Gen campaign for a digital product or an eCommerce physical product.

When working towards a Lead Gen campaign there are a few different ways to go about creating one.

One of them is creating different copies of the same ad, changing only one aspect of the ad, such as the picture, offering alternatives and let the FB algorithm pump more money in what is converting best.

If you create different ad sets instead of different ads, you probably have more control and flexibility, but the budget that you choose to spend on each ad set won't be adapted by FB:

Each ad set will have its own budget that you have decided for, and the more you split test, the more it's all going to ad up!

The fundamental when having a Lead Gen campaign is the landing page:

That's really going to make or break your Lead Gen funnel.

Your digital objects people are giving you their email for should be on the forefront and should be followed by a thank you page, ideally with a video of you thanking the customer for their download.

The ideal move after that would be to redirect your clients to another page where they can buy an upsell.. supplements, physical products to aid you in whatever results they want to obtain.

If you are set on downloading a pdf to help you out in an aspect of your life, buying an upsell for something that is going to help you enforce your efforts is not going to be unreasonable.

When trying to launch a successful Lead Gen campaign, the important thing to look after is the image of the advert.

You need your image to tell more of a story.

As we have seen already in the Facebook Ads Academy, there are two types of perceived benefits from buying via funnels:

• a rational benefit (this item is going to help me go from A to B)
  
• an emotional benefit (my life would be so much better with this item!)
  

The rational benefits can be written in the copy: how exactly are the specifics of the item going to help you?

What are some data and percentages on the item in question?

The emotional benefit is more left to the picture:

What feelings does buying this item conjure in the buyer? Freedom? Power? Less stress?

That's why Keith and his team suggest two specific ads for Lead Gen campaigns:

• Carousel Ads
  
• Slideshow Ads
  

This really maximizes the presence of pictures in your ad, appealing to the emotional side of the buyer.

Zoom Videos on Specific Ads Topics

The course also offers a massive collection of Zoom conversations between the team and the students on just about any topic.

They really would be gold for anyone starting FB Ads, and maybe some still are.

The problem is, though, that most of these videos date back to 2015 or 2016, and that, in terms of FB Ads, is a geological era ago.

Facebook changes its policies and guidelines for ads almost on a weekly basis.

It's so hard to stay behind all the changes even in 2020, so a 2015 video is pretty much useless when it comes to learning tricks from the experts.

I can see why they were put in:

It's an offer of 40+ videos on the topic you've invested in, but they're telling you how to make ads in 2015, and that isn't of much use to anyone.

Week 0 - Challenge Prerequisites

The everlasting ad can be used on FB, IG and YT, and Keith puts out the basics of the topics he is going to be covering during weeks 1 to 4.

The main aims of this challenge are 4, and Keith makes sure to list them out right at the beginning of week 0:

• How anyone can write one good ad for FB, IG, YT that will transform your business, without hiring a professional copywriter or professional videographer.
  
• How to double all your traffic and results from all traffic sources without touching them (besides one).
  
• For Consultants and Agencies: How to go from project-based clients with inconsistent turnovers to the elite clients with premium retainers who cherish your service.
  
• Why creating one direct response viral branding super ad might be the biggest opportunity of 2019 (and maybe 2020?).
  

This is what it looks like:

There are three major components to an everlasting campaign, and Keith uses an aeroplane to make the analogy:

• The Aircraft: You must understand how to sell any product or service via social media, without needing a sales person or a sales funnel.
  
• Power Source: Create one good Everlasting Ad that reprograms the algorithm to seek out the hottest prospects and create buyers out of thin air.
  
• Batteries to Sustain and Scale: Continually charge the campaigns with performance branding content, and maximize ad spend with simple smart retargeting ads.
  

Also, there are four main pillars in an everlasting ad campaign, that made Keith's clients hundreds of millions in revenue:

• Direct Response Advertising
  
• Content Marketing
  
• Brand Advertising
  
• Viral Video Marketing
  

This is an example of everlasting ad going viral following these four steps:

The Everlasting Ad has also 3 key components, which are all fundamental if you want to be making money of an advert:

• Stop Scroll, or Pattern Interrupt
  
• The Content
  
• The CTA
  

Let's have a closer look at these important elements.

If you want to stop the scroll, you definitely need to have a hook that stops the scrolling on FB or IG.

To do that, you have to leverage mystery and intrigue, and make the viewer wonder what the hell just popped up on his feed.

To do so, the best ways are to use motion (in video), engaging text or pattern interrupts.

In order to know what kind of audience you are going to be facing, you must be familiar with the UPSYD framework, that Keith has adapted from advertiser Gene Schwartz.

Where are your buyers at?

The second step Keith talks a lot about is the Content of your Everlasting Ad.

For that, he uses a framework of qualities your content MUST have, that he called MAGICC, which stands for:

• Maps your Proprietary Process
  
• Aha! Moment
  
• Gives Value and Gets Action
  
• Informs of a New Idea
  
• Curiosity Driven
  
• Induces Change or Transformation
  

Keith really makes the point that your ad must be contagious, just like Jonah Berger talks about in his book on advertising Contagious: Why Things Catch On.

This is an interesting graph that summarizes the book and Keith's ideas on content and shareable content.

The third component of the Everlasting Ad that really makes it stand out from any other random ad is the CTA, or Call to Action.

There are various kinds of CTAs, and Keith analyzes all of them for your benefit:

• The Embedded CTA
  
• The Transparent CTA
  
• The Final CTA
  
• The Link Headline CTA
  
• The FB Friendly CTA (Offer)
  

The call to action is the best way to actually tell your customer what they need.

They really don't know they need your product until you put it in front of them.

In this way, Keith has 10xed many clients, just by following the Everlasting Ad framework and showing the public what they didn't know they really needed.

After this introduction, you'll go through some hardcore training about finding the right hook and offer for your product.

At the beginning of his lecture on hook and offers, Keith goes through what represents a hook, and how to create a good hook.

A hook:

• Is your core marketing message
  
• Is the WHY that makes people want your offer
  
• It's a tease, a sample and mental appetizer
  
• Gives just enough taste to leave your buyer wanting more
  

Fundamentally, a hook needs to preframe the potential buyer and put him in a position to become a buyer, focusing on his emotional side more than his rational side.

There are a lot of examples of hooks that are made, depending on the niche you want to specialize in:

One thing you always have to keep in mind is that the hook is not the offer.

With the hook, you're just scratching an itch and leaving the potential customer wanting more.

You give them that free pdf so that they will be enticed enough to go all the way to your main offer and buy it.

You don't want to give the solution to their problem in the hook, or else they will have no reason to even consider your main offer.

Your hook should be the main drive for your client to find more about your main product, and once they get there, your product has to be so good that it will be a no brainer for them to buy.

There are different kinds of offers for different kinds of hooks, again, depending on the niche you are operating in.

What's the best method to find the hook, though?

There are a lot of factors that come into play, but Keith managed to summarize them into a short list:

• Identify Your Avatar
  
• Move Towards Desires
  
• Move Away From Pain
  
• What Solutions Can You Teach or Offer?
  

For the fourth step, you really want to find what easy to apply your product or service may offer and provide that as an appetizer.

You can also create surprise by debunking conventional wisdom or by busting a myth.

Week 1

The first video Keith offers the students of his challenge on week 1 is called 'Keith Philosophy', and it's all about the theory behind his idea of the Everlasting Ad.

He compares the Everlasting Ad system to a Regular Funnel Ad, and shows how, starting with the same daily ad spend, keeping it up for a whole year, the sales presentation views per year are exponentially multiplied by the change in a couple of metrics.

Just changing the avg Cost Per Website Click from $1 to $0.5, everything could really change, and your company could explode.

Considering a basic expense of $300 of daily ad spend, your Everlasting Ad would show your Sales Presentation Video to more than 2 million people in a year, as opposed to almost 44k with a regular funnel.

If you were to scale the ad spend to $1k, the views of your sales presentation would be even more crazy:

In this case, you'd be getting almost 15 million views against the 292k views of the regular funnel.

Seems like a no brainer, huh?

Next up is team member Mike Rinard explaining how to create a fast 80/20 research process when looking for avatars, hooks and offers.

He encounters two main problems with the research of the market you intend to advertise to:

• We don't do enough of it
  
• When we do, the research we do is usually based on warm markets. One needs to focus on cold markets.
  

Research is 80% of the actual ad writing, with the remaining 20% destined to writing and rewriting the ad itself.

Because of this, Mike suggests focusing on two methods to focus on cold audiences:

• Gathering cold market data: forums, FB Groups, reviews.
  
• Organize data into emotions and usable chunks: chunks can be fears, pain, desires..
  

Once you have all the data collected, you will divide your time into:

• 70% Gathering Data
  
• 30% Assessing Data
  

You should end up with a great market document with all the copy material you need for your ads.

Week 2

Week 2 kicks off with Keith talking about the Everlasting Ad Calculator.

In order to build what Keith calls a Social Selling Machine, an Everlasting Ad Creator, one of the keys is understanding the level of readiness of the potential buyers.

How aware are they? Are they problem aware? Are they solution aware?

The question is, how can we engineer a process that will convince the majority of the potential buyers to transition from cold prospects to warm?

That's where the Everlasting Ad Calculator.

This calculates:

• Existing Audience Equity
  
• Legacy Content Equity
  
• MAGICC and Shareability
  
• Goodwill Factor
  
• Awareness Level
  

These are the 5 pillars that will show you how appropriate your ad is compared to what you're planning on selling.

• The Existing Audience Equity is your existing Audience you leverage to Target with WARM Audience campaigns, for COLD Lookalike Audiences, and for more Connection Targeting opportunities.
• The Legacy Content Equity ranks your current Content Library in terms of Quality Content available to consume, Content Creation Schedule, history of Ad Feedback or approvals/disapprovals.
• The MAGICC & Shareability reflects how much Education, Awe-Inspiration, Emotion, Practical Advice, or Entertainment your ad provide ON IT'S OWN. (Whether the viewer takes action or not.) Does it create water cooler discussions?
• Goodwill Factor calculates, by the time they see your OFFER or ASK, how much GOODWILL has been created by this ad? (Scale of 1-10).
• Awareness Level calculates, by the time they see your OFFER or ASK, how aware of the PROBLEM, the SOLUTION, or YOUR SOLUTION are they? A score of 1 is completely UNAWARE, and a score of 10 is the MOST AWARE.

During Week 2 Chris Rocheleau introduces what he calls the EPIC Ad Formula to help create the MAGICC copy we discussed earlier on.

EPIC stands for Engage, Present Illustrate & Convert.

Let's start with the Engage section of your copy:

You definitely have to include the Problem/Pain the customer has, the Benefit he will have by buying, you'll have to be clear on the Mechanism needed to engage with you, and simplify the Challenge they may face.

You should never ask the potential client a self-identification question, for that would take away power from your offer.

At the same time you should be very specific in your copy.

The more specific, the better FB will perform.

In the Present section you make the viewer aware of his problem and highlight the solution.

You make him become self-aware and walk through their painful scenario from beginning to end.

The Illustrate part focuses on the solution that you have ready to offer to the buyer.

You basically walk them through all the way to the solution or, even better, connect to the ultimate benefit they would reap.

This is the part of copy where you really need to overcome all objections they might have.

Finally with the Conversion section, you show them , through value stacking, why they should get their card out and buy your product immediately.

You should always bring them back and forth from their pain position to their life after they have bought your product.

Of course, this is the right time to give your link to your landing page, webinar or funnel of choice.

Week 3

In week 3, Keith's team focuses on the review of ads that the participants created for the  Everlasting Ad Campaign Challenge.

Some of the Zoom Conferences are super informative, and the whole team goes into detail in reviewing the best ads written by the contestants, but for the sake of this review, there really isn't that much to say.