- It's time for episode 34 of The Vyral Marketing Show.
I have two Facebook ads here.
One got 495 clicks. The other, only 38.
What was the difference?
Stay tuned.
("Feel Good (Cavego Extended Remix)")
So, welcome back to The Vyral Marketing Show.
I'm Frank Klesitz, the CEO of Vyral Marketing
and the co-founder of Vyral Marketing.
I'm also the host your show here,
where I talk about all things marketing,
and today, we're gonna talk about a Facebook ad.
But it's not even about the Facebook ad.
It's about writing a great advertisement
to get someone to respond.
I have two ads I'm gonna show you today.
One got 495 clicks over 90 days.
And one only got 38.
And the difference, I'll tell you,
is what's called long vs. short copy.
Do you write a long ad, or do you write a short ad?
And if you're not familiar, copy is short for copywriting.
And the best definition of copy, or copywriting rather,
is salesmanship in print.
It's writing persuasively to identify someone's pain,
and then to convince them
to take your offer as their solution, alright?
But, before we get into that,
I don't necessarily like talking about Facebook ads
or online marketing or Internet marketing.
We have to focus where you get results first.
And this is where every client starts at Vyral Marketing.
It's where you start here at our firm at Vyral Marketing,
is by reconnecting with and nurturing
your number one, often most neglected, business asset.
And for those of you on the show
that have been following me, you know what that is.
It's your database. It's your customers.
It's your past clients, which are centers of influence.
It's even your unconverted leads.
What are you doing to stay in touch with them?
Because your competition is.
What are you doing to stay in touch with them?
to show that you can help them, to stay top of mind,
to win the battle of their mind,
so that when they have a problem again, they call you.
And that's what we're all about here at Vyral Marketing,
is to help you reconnect with your number one,
usually often most neglected asset, which is your database,
and to help communicate with it using videos,
because that helps you attract, not chase business.
And that's the mission of our show,
where I wanna give you tips and strategies
to help you attract business, not chasing it,
and it starts with reconnecting with your database.
Now, if you wanna do that, and you wanna plan to get more
from your database and to build one to position yourself
as a trusted authority and expert
so people call you and they have a problem to solve,
go to the homepage of our website, getvyral.com.
On the homepage of our website,
you can download our Official Video Marketing Plan.
It'll walk you through exactly how to reconnect
with your database, grow it, optimize it,
communicate with it, and prioritize follow-up.
So check that out, alright?
So, let's get into the show.
I have two Facebook ads here.
One did incredibly well. One, not so much.
And the difference, I'm gonna explain to you why,
is one was more informative than the other.
And before I get into showing you these ads
and what they were for,
let me give you the backstory of this.
I was asked to write an advertisement
for an outbound prospecting company.
I've talked about them before on the show
and they have callers in the Philippines,
they'll make calls for you to identify leads.
And I had to write an ad to help advertise a service,
to generate some leads for the owner.
So, I tried to figure out what was the number one thing
people really want if you're gonna hire someone
in the Philippines, as far as making calls for you.
And I think the number one concern is how they sound,
'cause they're too much of a language barrier,
or you tell it's some foreigner
that's gonna connect with your audience, alright?
So, the offer was to click here on the ad to request a call,
to listen to call examples,
so you can actually hear live recorded call examples,
and you can hear the dialect
and hear how you speak, alright?
So, I think that's what the market really wanted.
So, I wanted to really think about
if I was gonna click on an ad
and I really wanted to know something
and there was a number one objection that came up,
what's the offer?
So, I figured it'd be call examples.
And that's probably what you've thought about, too, alright?
But here is the difference.
I had to decide, do I write like a short Facebook ad?
Or, you may have seen some longer Facebook ads
where you click "see more" and it's just this long,
giant, explanatory article.
I didn't know which way to go.
So, I don't really wanna get focused on Facebook ads here,
because this could apply to a direct mail piece,
it could apply to your emails,
as clients here at Vyral Marketing.
It could apply to the length of your videos.
The videos here I do on the show are anywhere between 15,
sometimes as long as 25 minutes,
because I wanna be informative.
I'm creating this video for you, our viewer,
who actually wants to know the answer.
I'm not trying to convince you to watch, here.
I already know you're going to watch this.
So, I wanna give you the full and complete answer.
Now, one of the things,
I'm gonna give you a couple principles
when you're designing advertising to how to, where to start.
Let me give you the first principle.
When you have to write an ad, I want you to think about
the best advertising in direct response marketing,
which is what you do, because you wanna put out advertising
and get calls and responses back.
You're not doing brand or image advertising,
or institutional advertising, where you play some commercial
to create a feeling and link your logo to it.
No one watching this, you can't afford that.
That's millions and millions of dollars, okay?
So, when you do advertising,
you wanna put a message out to the marketplace,
get them interested, and get them to respond,
and you want the responders to be educated,
motivated prospects that are actually very interested
in buying, not tire kickers,
because the expense of following up
and sorting through all the tire kickers,
because you wrote a very poor ad, is very expensive.
You only want the good leads,
not necessarily weak or bad ones, okay?
So, generally speaking, the more informative
the advertising, the better the results.
Now, I'm not the one to say that.
David Ogilvy said that.
But the more informative the advertising,
the better the results.
We're gonna come back to that here in a minute.
The second principle I want you think of
when it comes to advertising,
is if we can make the advertising so good,
that people would pay money to receive it,
that would be an incredible standard to hit.
Think about that.
If there was a very informative advertisement
that was so good that people would pay money to see it
or to receive it, I think that's a pretty good ad, isn't it?
Right? So I've tested this and I have the results, okay?
So, this is for this prospecting company.
Here's the short ad.
"Quickly scale up your home seller lead generation
"with a full-time, outbound prospector
"to cold-call homeowners likely to sell their home.
"We'll send you 30, 60 home seller leads a month,
"and your Filipino calling assistant
"will dial 700 homeowners a day, speak with 35 people,
"and send you one to two leads per day.
"Request a call to hear live examples."
Nothing wrong with that ad, and typically speaking,
this is probably how most Facebook ads you see.
Good headline, good offer, good unique selling proposition.
It explains exactly what they do.
This would certainly intrigue me,
and I might wanna click the contact button.
And if you press play on the image,
you actually see pictures of some of the callers,
so you can kinda see what their environment is,
which is pretty interesting
if you've never been to the Philippines, alright?
So, I was like okay, that was one ad,
and the client loved the ad because it was short,
and this is a High D business owner
that doesn't have much time for anything,
and wants a short ad to get to the point.
And I think for most people, you might think
"Yeah, we just want short and to the point."
Okay, well, maybe that's the case.
Let's look at ad number two. Let's pull this one up.
Oh my goodness! 15 comments, four shares, 49 reactions.
Pretty much the same ad, but let's expand this ad.
And I actually have it here on the sheet of paper.
Not only is it one page of content,
it's two full pages of content for this ad.
Look how long this is.
Two full pages of content, and I decided "You know what?
"If I saw this ad, I would have so many questions
about this, I don't even know what I would respond."
I wanna know, How much does this cost? What's the dialer?
Is this even legal? What do they say as the script?
How many calls? Why is that the call number?
Does that conversion rate hold true across all markets?
Like, my mind just starts exploding
with all these questions,
and chances are the type of prospect
that's going to spend the money on this,
their mind starts kind of wondering,
How in the world does that work? too, right?
And they may not want to click the "Contact Us" button
to be talked to some salesperson to try to
hard close them on something, that has to hit their numbers
before the end of the quarter, alright?
Well, I'm gonna let the results speak for themselves.
Let's take a look at short copy. Over 90 days.
Over 90 days, there was $665 spent on Facebook for the ad.
Alright, so not much. $665 over 90 days.
We had 38 clicks on the short, and 495 on the long copy,
which is counterintuitive that no one reads these long ads.
Everyone has short attention spans. That's not true!
It's not true. Look at the relevance score.
The relevance score is a seven for the long copy
and four for the short.
What the relevance means, it's like a bell curve.
An ad with a five is like, this is kinda averagely relevant.
It kinda angers half the people,
and maybe is interesting the other half, right?
As you can see here, seven, it's in the 70th percentile,
so 70% of people say that this ad was actually relevant.
I found this interesting.
And the more relevant the ad, the lower your cost,
because Facebook likes serving relevant ads
because it keeps people on the platform
verus just getting angry and seeing crappy advertisements
all the time, alright?
So a more relevant ad, but get this.
The cost per click was lower. $1.23 as opposed to $1.42.
But that just absolutely blows my mind,
that 495 clicks over 38.
So as you can see here...
I would go so far, I don't have the full data here,
but really what matters is how many consultations
were generated and who signed up, right?
But think about it.
Would you want a lead from a short copy ad
that basically says one or two sentences about the service,
and click here to opt in?
Or would you want a lead of somebody that read
two pages of educational information?
Let me just give you an idea.
I'm not gonna read the whole ad to you,
for time's sake, but look at this.
I literally went in here and said, I gave away the farm.
I know a lot about this business.
I know how much the callers are paid.
I know where they get the number buy.
I actually told them who to contact to buy the numbers.
I told then which dialer to use.
I told them exactly what the conversion rates are.
I told them who we use for a telemarketing attorney,
so this is legal and legit.
We shared how you manually dial
with a telephone consumer protection laws,
wireless number as opposed to using dia--
I literally gave away, I almost put like a free report
or a blog article on Facebook, okay?
Because what two standards did the long copy ad hit?
Well, the more informative the advertising,
the better the results, right?
And second, if you could make the advertising so good
that people would pay money to receive it,
the better the result.
And there you have it.
495 clicks on long copy, 38 on short.
Now, again, I wish I had the data of how many consultations,
how many signups, for full ROI of some 10,000% return,
but that's not the point.
The point is, when you're trying to influence someone,
you want to write and create an advertisement
for the person who is interested,
not for the person who is not.
Let me say that again.
When you're writing an advertisement,
you wanna write for the person who is interested,
not for the person who is not.
You see, you're headlining the ad.
"Want to quickly scale up your home seller lead generation?
"We'll hire you a full-time outbound prospector
"to call homeowners to likely sell their home."
That probably got rid of, say, 80% of the market.
Not interested in that, so they're not gonna read the rest.
Who cares?
But the headline will get the interest of the individual
saying "Yes, I am interested in that, tell me more."
And now you walk them
through some amazing, educated article,
'cause chances are, if you're watching this,
you are probably a consultant, an advisor,
an expert that has expertise you wanna share.
This is your opportunity to win trust by just explaining
how the problem is solved.
Now, what are the chances of someone reading this,
let me give you another thing that people say.
What are the chances of someone reading this
and stealing your ideas and go launching on their own?
Zero.
It is so hard to just take some article
and go build some business.
And if you're successful watching this, you agree with me.
Here at Vyral Marketing I got when I first started the firm,
with John, my business partner, like 10 years ago,
I was publishing videos of how to edit videos
and how to write emails,
literally how to do everything we do here at Vyral.
And everyone's like "Oh, doesn't everyone wanna steal
"what you're doing at Vyral?"
I'm like "Yeah, there's plenty of people doing this,
"but I wanna demonstrate my expertise to build trust
so people use us," right?
And that's what I challenge you to do.
Create advertising, think about your Facebook ads,
your YouTube ads, whatever it is you're doing,
any advertising you're doing.
How can you make it so good,
people would be willing to pay for it?
And use the principle: the more informative
I can make this advertising, the better the result.
And this applies specifically to professional services,
which is who you are, watching this, alright?
I don't know if it's necessarily the key for Nike.
They're more about branding
and linking the brand to a feeling, okay?
So, hope you learned something.
Okay? Something to think about.
When you're writing your next ad,
when you're trying to win someone over,
take as much space as you need
to fully explain how something works,
fully explain your offer,
write for the person who is interested,
not for the person who is not.
And I bet, when I look at those numbers,
whether it's an email, whether it's a video,
whether it's a direct mail piece, whatever, okay?
Infomercial on TV.
Is that, wow, your long copy may get less initial views
because it's maybe overwhelming.
The people who do watch it are interested prospects
and it's gonna make you more money, okay?
Because the leads are gonna come in,
they're gonna be highly interested, highly qualified,
and you're not gonna have to spend
a lot of time on follow-up.
The people who are not interested,
they're coming from the short copy ad.
Alright? Just something to think about.
So, that's the show for you today.
Long copy versus short copy.
I challenge you to go long
to make advertising that is very informative
and is so good people would be willing to pay for it.
If you like this show, and you wanna watch more shows,
we're up on iTunes.
You can also go on our Facebook page.
We're also on YouTube.
And on our website, go to the home page of our website,
scroll down to the bottom, you'll be able to opt in
to our VIP list where we actually email you
right when a new episode comes out,
with some other educational information I have
from time to time across all industries,
no matter what industry you are in,
because I know many of you are in real estate,
which is where our firm started.
We also have more viewers coming in from beyond real estate.
So, if you like this show and you have a question
you'd like to ask me on the show, I'd be happy to answer it.
Go to getvyral.com/ask, submit your questions
and our producer Peter will reach out to you
to see if I can answer that for you live
right here on the show.
So, thank you so much for watching,
and we'll see you in the next episode.


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