Okay. All right guys, welcome back. We got another one today. That's crazy. We're going to hack this ad and it's a crazy ad, so if you've got a really niche down service or some sort of off the wall product, this one's going to be for you. This is interesting and I have a lot of positive things to say about, so I'm not trying to start out negative, but let's unpack it right after this.

All right, welcome back guys. This one I plugged and I'm actually shocked by this one, but I have a lot of positive things to say about it. So let's pop it up on the screen and take a look here. Just let it sink in for a sec. So this one is so wild for one, I stopped, this ad stopped me because I felt like for one, this is just great that this small business individual person put all this together and is running this ad. I cannot say enough about how good that makes me feel because here's the deal guys, if you have a business and you want to grow, you got to have paid advertising. There's no significant company or business in the world that hasn't really paid to advertise in some way or another. And I know there's some people out there be like, what about Tesla?

They don't run IDAs. I call bullshit on that because they do all those big expensive events and reveals and all that stuff and that requires a lot of money and they get free press and placement and all these YouTubers and everything else. But that's that's very well thought out and still isn't no advertising. Okay? So I'm not even going to hear that now. Yeah, they don't run car commercials and stuff on tv, fine, but they got another angle they're playing. It's still advertising. Okay, so I don't want to hear that. Forget about all that. This madam, I guess that Madam V, or maybe that's Roman new, but I'm going to call it Madam B. She has got, and I actually like this ad for a couple of reasons. One is I think it's visually pretty interesting. There's so much crazy stuff going on here that it definitely caught my eye.

So it does well on the sort of visually catchy side. She has a pretty austere look, which she clearly picked that picture. I think there's a lot of text here just on layout. I mean maybe this might be where I start to criticize a little bit. I think she could have been bigger or a bigger part of the image. Or again, and we've talked about this before, one thing this is not doing well is showing us outcomes. We're showing what we're getting. We get to talk to this lady, but we don't show what we get. I would say the other challenge to this one would be can we figure out a way that we would show the outcome of having fresh insights for 2024? What would that look like? Because that, that's kind of a question we need to ask for all of us who are advertising.

If you buy the thing, what does it look like when you own it? And we've done some other ones like that where they clearly show what the feeling or what the post-purchase is, the outcome. So we're not doing that here and that's where this one is a good study and it's a small advertiser. Again, round of applause for advertising. Even when you're a small business, obviously put this together, it's in flight and it's running. So did all the things to get it going, but we missed some of what I would consider basic opportunities here, which is if somebody has fresh life insights for 2024, what does that mean? What does that feel like? What do they look like? Where are they going? Are they on top of a mountain? Are they hands up high? Are they smiling? Are they happy? Are they with the friends and family?

Are they engaged with their children? Are they doing better at work? I don't know the answers all that, but I could think of a million ways that we could show that probably. Okay, and then this was a holiday ad, right? We got a little snowflakes here. I'm not sure that was necessary, but we're trying to Christmas it up. I guess maybe like a present or something, a little debatable on all that. But this is what you get. You get, and she says it clearly right here, get Fresh Life Insights for 2024. So that's what you're going to buy. So it wins on clarity, but it loses on showing outcomes. If I get that now, and maybe there's some implications of that, but I still think the picture should show visually when we're dealing with display ads, we really want to show what that outcome is like.

Okay, but this is specifically to a certain audience and that audience probably understands a little bit more of this than maybe I do. And then there's this explosive call to action down here, click now to order. So I guess maybe it's an online thing she does, you fill everything out and then you get back your insights. I'm not really sure how that part works, but this is definitely a get it now type of ad. I think the other thing that was probably missed on this one, and I am not sure how well it's converting, I kind of doubt this is converting well. I think if you're going to do that and it's Christmas, you should have had a deal on it. There should have been some sort of deal like get holiday special, get 40% off or holiday special, buy one now, and you get your summer midyear update for free.

That would've been a great way to tactically deal with this, which is to basically offer a bogo, but to do it again in six months with that person so that you can create some repetitive engagement with that customer. So if you buy today and we're going to give you another one in six months, a checkup or a redo or an update free update mid-year, that would've been good. It's a soft cost, not a big deal, more value, little bit of a Christmas offer. So I think they kind of missed here with not having a, I would say an actual offer in this, what is basically a direct offer ad. So there's not really a deal here. So either she's really famous and I know nothing and people are willing to pay full price or what I'm saying is maybe true, which is they kind of missed some stuff here.

But I like looking at this ad because it's not a big advertiser, it's not Chevy, it's not McDonald's, not Walmart. She doesn't have a hundred million dollars worth of people behind her figuring out the copy and the pictures and all this stuff. But this is us, right? This is small businesses working on advertising and getting better. So it's a great ad for us to look at and say, okay, nice work. It looks fairly professional. There's some stuff going on here. But again, some of the psychology is a little broken. I think there's a lot of text here, and I know from doing these ad sets too is that this I give you guys, we look at the squares because it's easy on the show here, but this thing's got to be put into all sorts of other ribbon banners and skyscrapers and stuff. And getting this text to work in that environment is definitely tricky.

So I'm sure the other layouts were difficult if not even a little illegible, but we're not going to talk about that. But just consider that too, like three to five words. That's our other rule with advertising. It's just a lot of shit going on here. There's just so much to read in this little teeny thumbnail. And I think if we spent more time in this ad, we would try to get it down to just this, get fresh life insights for 20 24, 1, 2, 3, 4, 5, 6. This is six. Even sort of breaks the rule. So we need to clean this part up. And then I guess the private part, I think I would just done that in the badge somewhere and been like 100% confidential somewhere and then just gotten rid of all that crap out. Just get rid of that. And then here's another thing on this. I'll say, now that we're really getting into it, I'm seeing all sorts of stuff.

I really like this one because I want to celebrate small business owners who are taking a stab at this. So part of me having this on the show is that I want to recognize that this is where we all start. I mean, I ran ads like this 10, 12 years ago. They were just not put together very well. But you know what? Some advertising is better than none. More people know about Madame V now than before she ran the ads. So it's not a total loss, it's not a waste of time to try, but it could be refined right? Now. Here's where I was going with all that. Is it important to have her name there or is this her logo or what's the deal? Or is she famous? Right? If you're famous and everybody knows you and you got kind of a big wig, then your name is powerful and that's a good use thing to use for leverage.

But if you are kind of an unknown, this is where ego can get a little tricky. And we used to have this problem on websites where the client would be like, oh, I want the logo. I want a big logo. Put our name. It's not big enough. My logo's not big enough. And they say, I say, Hey, man, your logo's not going to sell anything. Nobody knows anything about you. Your brand market isn't worth $2. People are only going to buy from you because you're going to talk to them and be relevant and show them what they're going to get, what the benefit is. The logo isn't not going to do any of those things. So this is kind of that same trap here, which is this gigantic thing. Madam VI don't give a shit about Madam V and you probably don't either. I do care about having insights into my life, though we all do.

So if you look at the balance of the text here, this ad suddenly became about her and not about the customer, the client, the person, you and me the buyer. And this is a trap that a lot of people fall into. So you got to be really careful with this. If your ads are about your company, their crowd, your ads need to be about your customers transformation, their journey, their challenges, their pain, their outcomes, their conquests, their experiences, what they're getting, not about the company, not about the person, not about this Madam V. Nobody cares about Madam V. They do care about this. So if you took, imagine we just took all this crap out of the middle of this app and made this thing bigger, get fresh live life insights for 2024, and then a hundred percent confidential private reading maybe would've just been a little thing at the bottom, maybe down here.

And then I don't even know, does she need to be in the picture or is it a picture of somebody who has this awakening about their lives? What does that so lots to do here and watch out for? There's some pitfalls that this ad really illustrates, which is why I wanted to have it up. But also the best thing about this ad is that it exists and that this woman is marketing her business in the best way that she knows how and that it's gaining some brand awareness and opportunity for her to learn and grow. So I'm all for it, but I want you guys to see a little bit about what can be done better and some of the cautionary tales that we unlock from decoding this one, which is be careful with the brand, mark. It's not the main spotlight of the show.

Your customer is focus on your benefit and your outcome more than anything else. If you're going to have a deal, maybe just have a deal, figure out how to do a soft cost deal or something. If you're going to go zero to a hundred, put some significant value on the table. Besides this, which is a little bit vague to the right people, I'm sure it's interpreted as awesome, but for a lot of us, and I think if you're going to advertise and you're like this business, one of the things you're trying to do is expand your customer base. I would imagine that this woman probably has loyal people that come to her all the time and they really value it. But the ad is to get more people that are kind of on the fence or want to try this experience of maybe this could help me.

Maybe this could sort out some of my shit that I don't understand about myself. Maybe this psychic person has information that I need. Maybe, maybe, maybe, maybe. But how are we dealing with that person that's on the fence with this ad, right? Are we addressing their objections? Are we addressing their concerns? Are we showing them incredible amounts of value? Are we showing them what the outcomes look like? No, no, no, no, no. So if this ad is to target people that are marginal or iffy buyers or big maybes, they're maybes. If you're trying to nudge a, maybe you need to come with addressing why they're maybe not just throwing your big old name up there and be like, I'm the best one in town. That's just not good enough. So maybe the other way to deal with this too is throw some third party stuff in here, which maybe is a different ad.

That would be a reputation remarketing ad that would say Madam V, top rated internet psychic, over 300 celebrity clients. Something like that, right? That could be on there. And then they say, oh, I'm not crazy. All these other smart people that are doing amazing things are using this tool in their lives to get an advantage. Get an edge. Okay, it's all good things to consider with this one. Again, I think this is a pretty awesome learning experience. I think that there's a lot to see and understand here and take away and some caution and also some encouragement for all of us smart advertisers. Get your button gear and start running some ads and start learning about how to do it well, which is what this is all about this year on this channel. So if you're enjoying this and you're learning like the video smash, like button subscribe so you don't miss the next one. We're going to keep unpacking these ads and learning from big brands, small brands, local, and we're going to do some print and digital and everything else. So I cannot wait to see you on the next one at quick. And.