Sell Like Crazy

like news.
Remember, your ad has one job and that’s to get people to click. In order to
do that it should look like breaking news or an exclusive article, because we
know that will compel people to click on your ad, read it, and engage.
The ad is the tip of the spear, and it’s not to be confused with trying to do
the job of any of the other steps in your funnel. We’re not trying to get
people’s contact details. We’re not trying to get people to buy services or
call directly off the ad. We’re not even trying to get the viewer to know
right off the bat who we are or what we’re selling! That will come quickly –
but it’s not the first thing we present to them.
Let’s not swim against that raging river of attention. Instead, let’s just swim
along with it and channel that desire to engage in that kind of content.
We’ve discussed what drives a click, and that’s curiosity, intrigue, shock, or
direct benefit that a person stands to get from clicking on the ad. That’s the
big promise we’re going to offer in our ads.
So, to summarise, what we’re looking at is using these primal desires and
combining them with the breaking news hook, and that is the winning
formula.
Remember, this isn’t some kind of theory. I haven’t just looked at this and
thought, ‘oh that’s cool, let me look at what the most shared content is’ and
then sat down in a dark room and dreamed up an esoteric theory about how
the world works. No. I’ve spent millions upon millions of dollars inside
Facebook on their ad platform in Ad Spend. This is coming from inside the

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trenches, on the front lines, and testing it with my own money, to see what’s
working and what’s not.
This is just an example of one of the ads I run that have generated millions
of dollars. As you can see, it looks like a news piece: ‘How I Went from $0
Cold Calling from a Rented Bedroom to $833,000 Per Month in Four
Years’. There’s nothing crazy and I’m not trying to sell anything. It looks
like a feature you might find in Forbes or Inc Magazine. There’s just a
picture of me standing in front of a desk and that’s about it. So, let’s get to
work on this.