Stolen from Skool's own Alex Hormozi... People decide if they’re going to watch your ad in the first 3 seconds. If the hook sucks, nothing else matters. Here’s the kicker: A strong hook can 2-3x the number of people who keep watching. Meaning you can 2-3x sales by changing 3 seconds of your ad. Not bad. Here’s my Hook Checklist: First Time Through: - Look at top-performing ads or content of other people - Isolate the hooks - Write down your favorite 50 - Use all of them in ads and content Every Time After: - Look at top 10% performers (top 5) - Make 70% of your next batch of ads using those top 5 hooks - Make 20% doing permutations of those hooks (think both visuals and words) - Make 10% completely different hooks (model what you did in “FIRST TIME THROUGH”) Good Hooks Contain: - Some way to catch their attention (call out) - Some implication of value if they consume it Create More Variety Using: - To make this easier for you/your team, I put the same example in each format. - Conditions: If you’re a chiropractor, this video will get you more leads. - Labels: Chiropractors I have a gift for you. _ _ _ _ HAVE YOUR OWN EXAMPLE OF A GREAT HOOK? Post below.

We're starting to grow again, and that's gratifying — "but for godsake", get 5 LIKES (post, comment, share - it's easy) so that you can get into all of the Classroom (and especially the INTERVIEWS). You can be entertained and LEARN some ad SECRETS from some of the VERY BEST CREATIVES in the business! 😳 It's in there! WATCH the TONY THE TIGER Kid's Casino TV SPOT by Ad Hall of Famer, Dave Henneken >

You probably have heard a bit from author/speaker/biz guru Simon Sinek and his START WITH WHY Ted talk that propelled his career almost 20 years ago (you can view it here, if you haven't). Basically, succeed by focusing on your purpose—the WHY (cause)—rather than just the WHAT (products) or HOW (processes). "People don't buy what you do; they buy why you do it." So, are you sharing it in your ads, your promotions, the very essence of your brand? Noom does. Can you spot other examples that work?

Hi guys! I spent about 800K on Facebook ads last year and thought I would share some insight into what works best. Especially as it is not as complex as it seems at first glance. 1. CBO TESTINGWe can all agree that Facebook is rather smart. Facebook wants you to get sales so that you come back and spend even more on their ads platform. This is the foundation for this simple account structure. For each of the big product categories you have (Tenst, Snowboards, Jacket, etc) you should have one CBO prospecting (testing) campaign. This means that you should have one CBO for all your jacket ads, one for all your snowboard ads, and one for all your jacket ads. The goal of this prospecting campaign is only to find the best-performing ads that hit certain KPIs in terms of CPA and/or ROAS. The theory behind this is simple. As I stated in the opening, Facebook is smart, they want us to yield great results from their platform. Thus we should help Facebook optimize as best as possible. By having one CBO prospecting campaign for each category, we let each CBO campaign get data on a specific customer type. By only feeding snowboard creatives into the snowboard CBO, we help Facebook define a specific audience. As the Snowboard CBO gets more and more data, it is easier for Facebook to show ads to the correct audience, the snowboarders. If we had gone the other way around and had one big prospecting CBO across all categories, we wouldn't make it easier for Facebook to target the correct audience, in fact, we make it harder. In addition to that, Facebook might find a winning creative from one adset, and give that all the spend. That means that we won't sell much from the other categories. Why do we test in a CBO and not an ABO? If we test in an ABO we force spending to each adset, and unless we have a 100% hit ratio of good creatives inside the adsets, we are doomed to lose money, resulting in lower profit margins. But if we on the other hand do the testing in a CBO we allow Facebook to determine what adsets and creatives to spend on. The ones that are most likely to perform the best will get the majority of the spend. This way we avoid spending on bad-performing ads.

Consumer always seek out the best choice, but when online results show 10,000+, your brain goes numb. So we "satisfice" — a combo of "satisfy" and "suffice.” That is, instead of chasing perfection, we pick the option that meets our minimum needs and move on. You can use this to cut through the clutter that those 10,000 hits represent. Take a peek at this ad. Does "free-range" or "cage free" actually mean what you think it means? After awhile, our bullsh*t meter starts to take over. So, Vital Farms chose a different, easier path — great creative that skips the BS (but blends copy and art to deliver a "satisficing" solution.