Master 7 Content Creation Mental Models to Dominate Paid Social Advertising

I’m going to be super tactical this time, not inspirational. So let’s get into it.

I studied 9-figure DTC Brand Ads.

They run ads against common advice.

Here's what you can learn (even if you're a small business):

1. Make your ads long

The longer people spend time with your marketing, the stronger people will connect with your brand.

It's counterintuitive but it works.

Don't believe me? Check out this interview with Mindvalley ($100MN+ brand)

2. Video Sales Letter (VSL) to persuade

Running longer videos? VSLs are going to make a case for you.

Why they work:

• Build trust

• Emotional appeal

• Attention-grabbing

• Demonstrate the product

Steal this VSL framework (applies to any business):

3. Don't just steal, brainstorm

The problem with stealing is that consumers will see the same ads and move on.

9-figure brands spend 100+ hours as a team thinking about:

• Hooks

• What their audience wants to hear?

• How to show it and say it

Brainstorm and think deeply.

But please don’t do this:

Obvi ad:

Copied ad:

Also, this newsletter is to inspire you, not copy other people’s ads.

4. Extreme hooks

9-figure brands know their claims and their promise. Their hooks are either black or white, nothing in between.

I've learned this is the key difference.

Check these hooks: https://story.piktochart.com/share/cQR5WUbnnU7eEthUTkRX

And this blog for more: What does an award-winning agency know about creative ads that you don't

5. Only credible mega influencers

Micro-influencers are nice for a blip or short-term sale and probably engagement too.

But premium brands work with premium celebrities.

Credible influencers get lifetime sales, not just a blip.

Example: Hexclad with Gordon Ramsey

6. Authentic customer content > UGC

UGC is nice and authentic if they really love the product and use it.

But real transformations come from customers.

Genuine customer transformation is what big brands are after.

Noom is a great example.

7. Obsession with the landing pages UX

Your ads are for the click but landing page where you make the best impression.

Paid traffic needs red carpet experience: Roll out the red carpet for your customers, & treat them like royalty. H/t Mr Sharma

TL;DR

1. Make longer ads

2. Use video sales letters (VSLs)

3. Don't just steal, brainstorm

4. Use extreme hooks

5. Only credible mega-influencers

6. Authentic customer content > UGC

7. Obsession with the landing pages UX

That’s all, hope you learned something about creating winning ads. I am in Antalya, Turkey, and spending time with my parents after 2.5 years of break.

Consider this a short letter to give you nuggets that I am actually implementing with my clients.

Check my latest pod: The Power of an Irresistible Offer: How One Company Cut Cost per Acquisition in Half

Toby Winch came to my podcast to discuss his latest paid ads tactic that he stumbled on after struggling to make CAC to LTV work for 3 months.

Listen to the pod here.

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Are you hitting a learning curve with your paid social? What if you could learn from 100+ experiments from other marketers too?

For the last four months, I have been running a paid social mastermind group, and I have only accepted 20% of all the applications (because only the best can help each other level up). So, why do people join this group and pay €24/month for it? Watch this video for more.

This week I asked my community what they love the most — here’s what they said:

So, if you are interested in our paid social marketing group, then I’d highly encourage you to apply where folks don’t just learn from me but from each other too. And the best part? The community loves it!

Don't pay consultants $200/hr for advice. Join 45+ growth experts.

Happy Growing with Paid Social,

Aazar Shad

Since this newsletter is free, I do it to follow my curiosity. But I’d love it if you could leave some feedback so I know if I am helping you or not.

Two ways I can help you, whenever you are ready:

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