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How to get SO RICH your bank starts to question you.
32 ideas de marketing sacadas de «How to get SO RICH your bank starts to question you.», de Sabri Suby. Sobre todo de mensaje y copywriting, oferta y…
- 32 ideas despiezadas
- Fuente Sabri Suby
- Dura 54 min
- Publicada en 2024
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Optimizar el texto inicial de un anuncio usando problemas textuales de Reddit
Mensaje y copywritingModificar únicamente las primeras 10 a 15 palabras iniciales del copy (lead-in copy) utilizando citas textuales de problemas urgentes extraídos de Reddit o testimonios puede triplicar la tasa de respuesta de los anuncios.
alone 11 words to Triple response from what we call the leadin copy right so something that we we triple consistently triple response from Facebook ads by changing nothing more than those first 10 to 15 words that lead into an ad and what you want to do is you want to use a quotation that is a hair on fire question or a problem that your Market is facing right now and you want to take it verbatim a great place to find those things is on Reddit and it must be that's where you start your ad as the leading copy and you change nothing more than those and performance you can also use quotations or…
Escúchalo en el minuto 20:43
Iteración semanal de titulares ganadores mediante IA para mejorar el rendimiento publicitario
Mensaje y copywritingTomar el titular con mejor rendimiento cada semana y generar 10 variaciones viscerales, ultraespecíficas y directas (de menos de 45 caracteres con un gran beneficio e intriga) mediante IA permite aumentar el rendimiento de los anuncios entre un 10% y un 15%.
take your winning headlines that you're running right now you give them to chat gbt and say give me 10 variations of this Facebook ad headline make it visceral Ultra specific and very direct each headline should include a big benefit and burning Intrigue limited to 45 characters here's an example of a but every single week you take your best headline and you run it through with this prompt and you launch it that will increase your ad performance by 10 to 15%
Escúchalo en el minuto 20:06
Investigación de vocabulario del cliente mediante foros y reseñas
Investigación de mercado y clienteInvestigar las palabras literales y dudas del cliente objetivo en Reddit, Quora, reseñas de Amazon o listas de competidores permite redactar copy y titulares más efectivos copiando exactamente su forma de hablar en lugar de usar lenguaje de marketer.
is by something I call diving inside the monkey brain what questions are they asking look at Forums on Reddit cor subscribe to the email list of all your competitors check out Amazon reviews be competition join Facebook groups what headlines pay attention to the language and the vacular that they use some of my best performing headlines in copy is when I have literally copy and pasted exactly what somebody has said in my post or Reddit and I have literally used that verbatim because that's the the language that my market speaks in I don't want to speak like a marketer
Escúchalo en el minuto 42:00
Oferta y precioLanza la oferta desde su versión más fuerte y atractiva posible (siendo legal y normativamente correcta) hasta el punto de sentir incomodidad; es más efectivo empezar con la propuesta máxima y calibrar a la baja si hace falta que iniciar con una oferta tibia e intentar mejorarla.
put the offer out should be legal should be compliant but it should make you feel very uncomfortable because that's what opens up the loop in a prospect's mind of how are they able to offer this and you need to give it your very best shot on the first time no exceptions don't start from a place of weakness and then try to dial it up start from the strongest Place possible and then dial it down if you want to
Escúchalo en el minuto 50:15
Diseño de oferta irresistible por reducción desde lo extremo
Oferta y precioPara diseñar una oferta que el mercado no pueda rechazar, primero redacta la propuesta más extrema y atractiva posible por la que los clientes pagarían inmediatamente sin considerar aún la viabilidad operativa o legal, y luego ajústala hacia atrás hasta llegar a una versión ejecutable.
isn't starving for the best way to come up with one of these offers is to first put put it all down on paper everything a compliant just put it down on paper and think what is the most ludicrous offer that I could create that people would run to throw money at at me and don't think about how you're going to deliver on that yet or how you're going to even sell that start with that in mind and then you peel it back to something that's actually deliverable in
Escúchalo en el minuto 46:21
Mensaje y copywritingEn entornos saturados como el feed de redes sociales, los anuncios neutros o genéricos pasan desapercibidos y encarecen los CPMs; la atención no se pide educadamente, se interrumpe y secuestra mediante mensajes inusuales, dramáticos o polarizantes, para luego ganarse el derecho a retenerla mediante el valor entregado.
because most people's ads are this it's called rice soup there's no flavor there's no seasoning in it it's just water and what you need to do is you need to focus on being different and unusual and as dramatic as possible in you're going to be paying a premium on all the cpms you need to be polarizing because being all things to all people is the fastest way to become that is the internet we don't earn attention we hijack it and then we earn the right to retain it I'm going to say because you have to hijack the attention and then the value that you deliver to your Marketplace is where you…
Escúchalo en el minuto 13:09
Redactar anuncios con nivel de lectura básico y formato adaptado a móviles
Mensaje y copywritingDado que el consumo de un mensaje precede a la conversión, los textos publicitarios deben redactarse a un nivel de lectura equivalente a tercer grado de primaria o inferior, dividiendo las frases en fragmentos cortos para facilitar su lectura rápida en pantallas móviles.
addition to that what makes a good ad is the readability score there's a free app called the Hemingway editor I highly uploaded in there and it highlights where are the things that are hard to understand what is complex and we have found that you want to write at a third grade reading level or below and you want to break up the copy of the ads because most of people are consuming this on an iPhone or or on a smartphone you want to break up these sentences as well to make it highly readable because consumption precedes conversion if you want to get people to convert you need to get them to…
Escúchalo en el minuto 29:01
Mensaje y copywritingLos titulares deben formularse siguiendo las 4 U: urgente, único, útil y ultraespecífico (urgent, unique, useful, ultra-specific), evitando generalidades ambiguas a medida que el mercado está más fragmentado.
hear before use for headline formula make it urgent unique useful and Ultra specific do not talk in just broad generalities as the market gets more fragmented you need to get more specific
Escúchalo en el minuto 43:38
El 80% del éxito en publicidad pagada depende del creativo y no de la compra técnica
Canales de adquisiciónCon la automatización e inteligencia artificial de plataformas como Meta y Google gestionando la compra de medios técnica, el 80% del resultado y esfuerzo publicitario se traslada a la producción de creativos y solo el 20% a la segmentación o media buying.
80% is on creative and 20% is on media buying you want to spend a disproportionate amount of your time on the creative that you put in your ads the end user and to remove all of the Power and to leverage their AI to do all the media buying so the half life of what you need to focus on is creative so
Escúchalo en el minuto 16:25
Estructura de anuncio ganador: interrupción de patrón, intriga y beneficio específico
Mensaje y copywritingPara evitar que los usuarios deslicen de largo al detectar un anuncio nativo, el creativo debe romper el patrón visual y textual habitual combinando una intriga ardiente con la promesa de un beneficio grande y específico.
Facebook or Tik Tok as soon as you see the little sponsored thing as soon as you know that it's an ad what do you do you scroll faster right and Facebook knows that so you would you need to make your ads not look like ads so humans advertising we use things called patent interrupt to interrupt that have burning Intrigue behind both the addition to that you need to have a big specific benefit the framework for a killer ad is Big specific benefit with burning inry you want to make sure that
Escúchalo en el minuto 15:13
Estructura de embudo para e-commerce basada en bumps, upsells y downsells
ConversiónPara rentabilizar el tráfico de pago en comercio electrónico frente al aumento del coste por clic, la estructura óptima consiste en enviar el tráfico a una página de aterrizaje de formato largo, incorporar un 'order bump' en la pasarela de pago y encadenar ofertas adicionales posteriores (upsell 1, upsell 2 y downsells).
appointment for e-commerce $1 to $2 a click we send them to a long form landing page we hit them with an order bump that they can add as they check out stuff in detail then we hit them with upsell one upsell two and then the down cells so that that model like we've
Escúchalo en el minuto 11:36
Combatir el escepticismo del mercado entregando valor de pago de forma gratuita
ConversiónFrente a un mercado saturado y escéptico por malas experiencias previas, la forma más efectiva de generar confianza es tratar al prospecto como cliente antes de que pague, entregándole un recurso gratuito cuya calidad e información útil iguale a la de un producto de pago, evitando folletos puramente promocionales.
value because skepticism is at an before and they have been burnt to a crisp and they are highly skeptical want a great way to combat that is a when we give them something for free it needs to be as good as a paid product most people put together a stodgy free report a white paper and there's no real value in that thing it's just like a promotional merchandise for their business telling them how great they are that's not real get so value is the antidote to you provide the most value to your market for free and treat them like a customer customer before they give you a scent because that's…
Escúchalo en el minuto 35:39
Los tres pilares de dominio sobre el problema del cliente
Investigación de mercado y clientePara obtener resultados sostenibles y evitar la dispersión en el negocio, el foco debe centrarse en tres pilares: comprender el problema del cliente mejor que nadie, articularlo con mayor claridad que los competidores y resolverlo de forma superior.
started focusing on the main thing and the main thing is one to understand your prospects problem better than anybody else that is is a fundamental thing that is going to always serve you two is being able to articulate that better than anyone else and three is to solve it better than anybody else and if you
Escúchalo en el minuto 52:18
La primera transacción de un cliente ocurre cuando paga con su atención
Investigación de mercado y clienteAntes de que un usuario rellene un formulario o saque la tarjeta para comprar, realiza una primera transacción crítica: pagar con su atención. En la publicidad digital actual, la competencia real no son las empresas del mismo nicho o ciudad, sino todas las fuentes de entretenimiento, redes sociales y estímulos que compiten por el tiempo del prospecto.
biggest threat to your business like your competition is not your competition you're not competing with your competitors that are in the same city or currency of the internet has changed all of that because this is what you're really competing with you're competing right and that is the marketplace that we all compete in for attention and you need to be a master at stealing and converting attention if you want to get results from ads these days because the market first pays you with their attention that's the first transaction that ever takes place it's not when someone fills out a contact…
Escúchalo en el minuto 5:47
Menor costo por lead mediante reportes gratuitos frente a otros formatos de captación
ConversiónLos reportes gratuitos estructurados como lead magnets generan el menor costo por lead en adquisición de tráfico pagado en comparación con seminarios web, vídeos o productos de bajo ticket, logrando rendimientos demostrados como 668 leads a $11 USD (inversión de $7.000 USD) y 3.589 leads a $4,46 USD (inversión de $8.000 USD).
stuff and with all of that said right nothing will give you a cheaper cost per lead than a free report we've split tested it to the High Heavens that's how you spend 7,000 bucks pull in 668 leads add 11 bucks a pop it's also how you to spend 8,000 bucks and get $3,589 and $446 a lead right it gives you the cheapest cost per lead that you
Escúchalo en el minuto 38:32
Efecto compuesto de mejoras del 20% en el embudo
Medición y experimentosAcumular incrementos moderados del 20% en puntos clave del embudo (como el CTR de los anuncios y la tasa de conversión de la página de registro) genera un aumento compuesto del 73% en el volumen final de citas, ventas e ingresos.
guys all righty so we send people we get a 20% bump on the opin page then we also let me go back here we get a 20% bump on the CTR of our ads we get a 20% bump in the conversion rate on our opt-in page of that we get a 73% output throughput to our funnels which means we get 73% more appointments or 73% more revenue and profits at the end of the day and
Escúchalo en el minuto 50:48
Ejecutar pruebas A/B continuas en cada paso del embudo
Medición y experimentosMantener múltiples split tests corriendo constantemente en cada fase del embudo (desde los anuncios hasta las páginas de aterrizaje) genera mejoras acumulativas que multiplican los beneficios del negocio.
seven split test running but I always have seven split tests running because split testing not only on the ads like we just covered but at every step of the funnel is the way that you literally print profits it's the single easiest way for any business to double or even bump you put them all together it compounds you keep running that every week you keep iterating your way to the
Escúchalo en el minuto 40:18
Múltiples ofertas front-end dirigidas a un único back-end
Oferta y precioPara canalizar la necesidad de innovar sin fragmentar los recursos de la empresa, lanza distintas ofertas de entrada (front-end) atractivas que desemboquen y moneticen todas en un único producto o servicio central de fondo (back-end).
coming in and the way that I have found to combat and still scratch that need for something that is novel is to launch new front-end offers that all lead to the same backend because it allows you to still scratch the itch of trying something new and launching new products but all paths lead to Ram they all lead to the one backend business that you've got and
Escúchalo en el minuto 53:41
El consumo precede a la conversión: la necesidad de secuestrar la atención con ganchos disruptivos
Mensaje y copywritingPara lograr conversiones primero es indispensable que el usuario consuma el mensaje, lo que exige ganchos visuales o narrativos disruptivos y atípicos que rompan el patrón visual frente al contenido estándar.
then I I did the Wildman hook right the Wildman Hook is me holding a poop emoji in my hand that has nothing to do with digital marketing but it is different and that thing dramatically outperformed thing that it does it it's different it hijacks your attention and consumption precedes conversion because there is a war for attention and ads or are you being very very different to what everybody else is doing in your
Escúchalo en el minuto 32:59
El titular representa el 80% del peso en el rendimiento de un anuncio
Mensaje y copywritingEn cualquier pieza publicitaria pagada, el 80% de la efectividad para detener el scroll y captar el interés recae directamente sobre la fuerza del titular (headline).
how to do it first of all the headline carries 80% of Freight in any given ad 80% is down to the headline it's not what a lot of people think we've spent 100 million plus on ads to figure that
Escúchalo en el minuto 19:38
Formato nativo y valor intrínseco en los anuncios para maximizar difusión orgánica
Mensaje y copywritingLos anuncios no deben parecer publicidad corporativa sino contenido nativo de la plataforma narrado en primera persona o por usuarios; al aportar valor real por sí mismos, logran sobreentregar valor a cambio de la atención del usuario y multiplican el alcance mediante compartidos orgánicos.
you need to write like you talk use stories do not talk about your company in its actual company name talk from either a user talk from first person make your ads valuable this is a big one right if you want to get your stuff shared your ads in themselves need to be before the first sale that is made is the sale for somebody's attention and you want to make sure that you overd deliver on that attention so if you make your ads actually valuable in themselves and you give value you're going to find that you get lots of shares and lots of reach and lots of people sharing that free your ads…
Escúchalo en el minuto 22:10
Jerarquía de la oferta sobre el copywriting
Oferta y precioUna oferta suficientemente potente puede tener éxito a pesar de un texto persuasivo deficiente, pero un copywriting excelente no puede compensar el fracaso de una oferta débil o indiferenciada.
amount of that traffic and a compelling offer is 10 times more powerful than a convincing a strong offer will succeed in spite of weak copy but strong copy will not overcome a weak offer so when you're sitting down
Escúchalo en el minuto 49:13
El criterio del desvelo para validar la fuerza de una garantía
Oferta y precioSi la oferta y su garantía asociada no provocan incomodidad o temor operativo al fundador, significa que son demasiado conservadoras y carecen de la fuerza necesaria para ser irresistibles.
a saying if the offer and guarantee don't keep the founder up at night then they simply aren't strong enough if you're feeling comfortable with the offers that you're making they're not strong it's as simple as that you should get a little bit hot and bothered a little bit nervous when you
Escúchalo en el minuto 49:57
Investigar el consumo de medios y entretenimiento del cliente para diseñar publicidad efectiva
Investigación de mercado y clientePara destacar en un entorno con costes publicitarios crecientes y baja retención de atención, el marketer debe investigar no solo a los competidores directos, sino los programas, podcasts y contenidos que su cliente ideal consume habitualmente para entender dónde y cómo capturar su interés.
with and there's never been a greater need to understand social psychology and marketing then now in modern times you need to be a student of markets you need need to be tapped in to not only what is everyone doing in your market and what your competitors are doing but what is your prospect doing what television shows are they watching what podcasts are they listen to what are they doing and where are they spending their time and attention on so you can no longer just be good at writing copy you must be a brilliant
Escúchalo en el minuto 7:48
Desventajas de coste y escala del vídeo frente a imágenes estáticas en Facebook Ads
Canales de adquisiciónLos anuncios de vídeo en Facebook ocupan inventarios con CPMs más caros y suelen arrojar un menor ROAS o mayor coste por lead a menos que la creatividad sea extraordinaria; además, generan cuellos de botella de producción que dificultan el volumen de iteración que sí permiten las imágenes estáticas.
to go however video ads on Facebook is the highest premium inventory that you can get so unless you really know how to make absolute Banger video ads then you're going to be paying a much higher premium for those cpms and often times video ads are actually lower row as or a higher cost per lead unless you really then becomes another bottleneck which is it's very difficult to produce large volumes of video creative that is good that is remarkable at scale so image jge by and large is the way that you can launch much more ads you can iterate your way to the bullseye a lot quicker than what you…
Escúchalo en el minuto 23:48
Optimizar el copy y guiones para un sentimiento léxico predominantemente positivo
Mensaje y copywritingLos algoritmos de las plataformas de anuncios analizan el texto y las transcripciones de video para priorizar mensajes que generen bienestar en el usuario; por ello, el balance general del copy debe tener un sentimiento léxico positivo aunque contenga elementos de dolor.
your video script because Facebook and all of these platforms AI is reading everything that you say in your videos or it's your body copy and their whole thing is they want to share m mesages that make their users feel good so that they come back and they use those platforms even more and so the way that they do that is they analyze the sentiment of that in the words that you use and you need to make sure that overall you have a positive lexical mean that you don't need to have any negative sentiment in there but you can see here's the overall sentiment is
Escúchalo en el minuto 30:16
Alimentar la IA con historial de anuncios ganadores para generar copy de alta conversión
Mensaje y copywritingPara obtener copy publicitario de alto rendimiento con IA, se debe evitar el uso de prompts genéricos y, en su lugar, tratar a la herramienta como a un nuevo miembro del equipo, entrenándola y alimentándola con una base de datos propia de anuncios previamente probados con alto CTR y ROAS.
heading so instead of being skeptical about it how do I treat my chat GPT account and my AI the same way that I would a new internal team member and give it the same love support and guidance and continuous prompting and needed it to and so what we ended up doing was taking all of the winning ads across all of our agencies and finding out which of the ads that had the highest CTR the lowest CPL and the highest row as and and we use that as a private data set to create our own row as and used that as a private data set so that it knew exactly what a winning ad looked like and so you can
Escúchalo en el minuto 26:25
Dedicar el 80% del tiempo a la creatividad y los ganchos de anuncios
Canales de adquisiciónNo existen productos aburridos sino marketing aburrido; se debe dedicar aproximadamente el 80% del tiempo a la creatividad y ganchos publicitarios porque representan la punta de lanza que impacta directamente en la rentabilidad.
and there's no such thing as a boring product just boring marketing very make anything interesting if you spend the enough time and resources to do so and you should be spending 80% of your time on that function because it is the tip of the spear and it's the things that will dramatically add to your
Escúchalo en el minuto 32:08
La economía en forma de K impulsada por la inteligencia artificial
Estrategia y decisiones de negocioLa IA crea una dinámica económica en forma de K donde el 80% de las habilidades operativas tradicionales pierden valor por automatización, mientras que el 20% de habilidades de alto apalancamiento multiplican su productividad por diez; los negocios deben enfocarse en capitalizar ese 20% en lugar de resistir la sustitución operativa.
AI is this k-shaped economy where 20% of the job skills become 10 times more productive and enhanced by Ai and then there's the 80% of job skills that are going to Plum it to zero and be completely replaced by AI however most people they obsess over the 80% of job instead what I like to do is think about is what is those 20% of job skills that's going to get us much more leverage on our time because what we're
Escúchalo en el minuto 3:18
Saturación del inventario en feed y presión al alza sobre los CPMs
Canales de adquisiciónEl inventario de anuncios en los feeds principales de plataformas como Meta está alcanzando su límite físico, lo que empuja los costos por mil impresiones (CPMs) al alza y obliga a las plataformas a abrir nuevos espacios publicitarios.
is because Facebook is already reporting that they're running out of places in the news feed to show you ads they're relaunching all different types of AD inventory to unlock more because cpms are going up and chath from Social
Escúchalo en el minuto 4:28
Escalamiento de Koala de 0 a 200 millones de dólares mediante oferta con riesgo invertido
Oferta y precioLa marca de colchones Koala pasó de 0 a 13 millones y luego a 200 millones de dólares en facturación en 3 años apoyada en una oferta hiperespecífica de prueba de 100 noches y envío gratis.
created for this client get an Australia's best reviewed mattress delivered to your door for free with a 100 night trial for a company called koala these guys went from 0 to 13 million and then to $200 million in Revenue in 3 years right
Escúchalo en el minuto 47:48
Concentración del gasto publicitario y capital de riesgo en plataformas digitales
Canales de adquisiciónLa inversión publicitaria digital concentra cerca del 70% de los presupuestos globales de marketing, y las startups de capital de riesgo destinan aproximadamente 40 centavos de cada dólar levantado exclusivamente a pauta en Google, Meta y Amazon.
Global advertising spending will grow to 10.5% this grow a further 10.5% this year and it's a total of $1 trillion so when I got started in digital marketing digital accounted for 10% of budgets it now accounts for close to 70% now the reason that you should care are going up and chath from Social Capital he's even come out and said that startups spend almost 40 cents of every VC Dollar on Google Facebook and Amazon
Escúchalo en el minuto 4:07
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