Sell Like Crazy

your ads.

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So let’s take a look at the primary function of each step in the funnel to turn
complete strangers into high-paying clients.

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You are here
The job of the ad is to ‘sell the click’, its job isn’t to sell your products or
services. If your product or service can’t ever be sold directly from the ad -
why try?
The job of the opt-in page is to ‘sell the opt-in’, in other words, to get the
prospect to opt-in and give their contact details in exchange for your
HVCO, so you can follow up with them. This gets your prospects to raise
their hand as being interested in what you’re selling.

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The job of the landing page is to ‘sell the next step’ if you’re generating
leads, this is where you want them to land. It’s where you make your pitch
to your prospects so they can book in a time to chat with you. Tip: make it
all about them and not about you.
The job of the sales mechanism is to ‘make a sale’ whether you deliver
your sales pitch over the phone, through a webinar or online via e-
commerce. Everything leading up to this point has brought you here and
now is your time to close the deal.
Starting with the very first step in the funnel – the ad – this might be on
Google Ads, Facebook Ads, YouTube, Instagram, TV, or print advertising.
It doesn’t matter which channel or if it’s online or offline, the premise is
always the same.
The job of an ad is not to make a sale. It’s one and only job is to funnel
prospects off the medium they’re on – Google, Facebook, etc. – by getting
them to click.
Nothing else.
Before selecting which channel you’re going to utilise, you need make sure
the channel is right for the temperature of prospect you’re targeting.
Let’s start with Google Ads.

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Prospects In Buy Mode
Targeting prospects in buy mode is best done using either Google Ads or
SEO, and focusing on those super-high purchase-intent keywords and
phrases. Here, you’re specifically targeting the prospects who are fully
aware they have a need and they’re just searching for the right person to do
business with.

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Prospects In The Awareness Stage
While targeting prospects in the awareness stage can be done using a whole
bunch of platforms including Google, LinkedIn, Instagram Ads, Facebook
or YouTube, I recommend the only two to consider are Google and
Facebook. They’re the only grown-ups in the room. These guys have the
duopoly on traffic online because they have the lion’s share of the data. This
means they can offer incredible targeting features that help you identify
prospects who show buyer intent, matching all types of laser-targeted
criteria from household income to purchase activity, and a ton of other
unbelievable targeting options for your ads. When it comes to advertising
online, this is where the opportunity is right now.

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Recent stats say there are over 3.5 billion Google searches per day, and this
number is increasing each year. People are getting more specific in their
searches and these prospects have already sold themselves. They know they
have a problem; they’re motivated and out there looking for a solution.
Cold Prospects
Cold prospects represent the largest segment of your market and can be
accessed through Google, LinkedIn, Instagram Ads, Facebook, or YouTube.
Targeting these prospects is ultimately where the biggest potential lies long
term, but to warm them up you’ll need a clever sales funnel with education-
based content, such as what you’ll learn in this book. Sounds complex, but
trust me, it’ll be worth the payoff when you start dominating your

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competition.
I know it’s easy to start feeling overwhelmed at this point, so let’s take a
breather. Just imagine that Google and Facebook are raging rivers, full of
your best kind of prospects. Your sole purpose is to get the attention of
these prospects as they’re racing past in that stream. When you break it
down to those fundamentals, it’s very simple. And though it can be tricky
keeping on top of the interface changes on these platforms, the
fundamentals never change because they’re based in human psychology and
the primal desires, fears, hopes, wishes, and dreams that drive us all.
We’ll look at some proven ad formulas that tap into those desires in just a
moment.
How To Write Google Ads That Grab
Your Prospects By The Throat And
Drag Them To Your Website
First, let’s look at some stats. When you’re running Google Ads, 2% of the
advertisers get 50% of the traffic. So what really makes the difference?
Well, I always see people using Google Ads to sell their products or
services straight out the gate. They’re using an ad to try to convince you
they’re the ones you should be doing business with. And that’s ridiculous,
because you can never, ever sell somebody from your ad. When was the last
time you saw a Google ad and picked up and bought something without
even clicking on the ad and checking out that website?
So if you can’t possibly sell somebody directly from the ad, why try doing
it in the first place? It’s just setting you up for a fail. And it comes down to
this – your ad has one job, and it’s not to try to sell something, it’s to sell
the click.

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The job of an ad is not to sell the product; it’s to sell the click.
Your ad has one purpose – to get people to click. Your ads should demand
attention and compel readers to click, not buy. Imagine the advertising
channel you’re employing as a raging river full of prospects and your sole
purpose is to get the attention of your dream buyer as they race past.
So that begs the question – how do you get their attention and what drives a
click?
The answer is primal desire that can be provoked in a number of ways:
CURIOSITY & INTRIGUE
SHOCK
DIRECT BENEFIT
IMPLIED BENEFIT
FEAR
VANITY
SELF-INTEREST (Better, Richer, Stronger, Faster, Healthier,
Happier, Sexier, Fitter, Smarter)
To illustrate this, I conducted a quick Google search for ‘divorce lawyers’
and these were the ads I was presented with:

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First up, all these ads look the same and all start with the words ‘Divorce
Lawyers’. None of them stand out and demand attention.
Next up, what are these ads trying to do? Sell me! Right there in the ad
copy they are trying to convince me that they’re the ones to help me and I
should choose them. They’re asking me to marry them on the first date.
‘Specialist lawyers assisting people through marriage breakdown and
divorce issues’, ‘Make a booking’, ‘Request a quote’, ‘Responsible’
‘Trusted lawyers’, ‘Cost effective service’ …
They’re missing all the other steps in the process that come before this one
and going straight for the marriage proposal. Why? Are they lazy? Do they
simply not know any better? Whatever the reason, we’re going to stop this
madness right here, right now.

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This is the right way to approach it. We must ‘sell the click’.
We do this by first assessing the environment in which our ad will compete
for attention. We already know all the ads start with ‘Divorce Lawyer’, so
we must do something different.
We also know that all the ads are screaming for a marriage proposal on the
first date.
Let’s get to work.
After a little research (using the Halo Strategy) to get the creative juices
flowing, I came up with the following ad.
Not a bad effort, I say. This is a simple ad I whipped up which 1) Sells the
click by dialling up the intrigue with ‘Secret checklist finally revealed’.
Everybody wants to know secrets, and I’ve partnered this with ‘Top

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Divorce Lawyer’ to define what the checklist is going to be all about.
I then tease what’s on the opt-in page and the reward for them to click,
with: ‘22 Tipoffs Your Husband May Be Cheating On You – Free Report
Reveals All’.
Nothing about this ad is selling anything. No one is ever going to buy off
the ad, so why try to sell them? Instead, offer something that’s so
irresistible, something that has so much intrigue that people can’t help but
click.
I then go on to build the social proof ‘100,000 Downloads’ and add urgency
‘Ends Soon, Act Now!’ Now let’s see how this ad shapes up in the
environment where it has to compete for attention.
Which ad would you likely click on? Which one stands out? Which one is

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the least threatening? And which one has intrigue oozing out of it?
This is just one simple example. Opportunities exist like this in all markets.
This one strategic shift can make you stand out head and shoulders above
the competition and funnel the lion’s share of prospects into your business.
There are a bunch of different winning ad types listed below. Read them,
think about why they work, and which approach would work for your
market. There’s no need to reinvent the wheel. Simply model what’s already
working and apply it to your own business.
Click-Worthy Google Ad Types And
Examples