RESOURCES

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I mentioned something super important in a previous blog postAbout splitting your ad variations by CUSTOMER AVATARBut many people aren't sure how to do that.Here's exactly how in 3 minutes.What is a customer avatar?In basic terms, it's who your target customer is.It includes characteristics of that person, like their demographics:Gender, Age, LocationAnd more complicated psychographics, such as their interests, desires and problems.

What do they do in their spare time?What's their job?But even deeper…What is their situation, what is their pain point?How can we relate to this human?It's likely your product can target 2 or more avatarsAnd this is what you would testEXAMPLE:Your Product = Mindful JournalAVATAR 1- Busy mother, mid 30s, kids running about the house, need to rush and get them packed up and out to school, then clean the house, do the shopping, prepare the dinner, maybe have an argument with a spouse, maybe they're stressed with no time to themselves.AVATAR 2- Young women, late teens, in college, boyfriend trouble, no one replying to her Snapchat, homework overload, sad and anxious in bed doom scrolling.Two completely different AvatarsTwo totally different situationsBut two real-life scenarios

Both paint a great picture of someone you can help with your productEnter mindful journalBy showcasing the Avatar and that situation above in your videoYou will speak specifically and with relevance to your customer.They will see themselves in that videoAnd they will pay attentionMore Attention = More ClicksMore Clicks = More PurchasesThat is exactly what we do here and why are amongst the best at it in the industryWe create ads for the right personMake them feel somethingAnd increase our chances of getting sales.If you want to do this for your brand, book in the call todayWatch the video here: https://www.instagram.com/p/CvfYDkQqwb2/BOOK A FREE CALL HERE: https://calendly.com/life-like-media-sales/creative-discovery-call

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If you were at the Momentum Belfast Event, I'm sure you'll agree it was a tremendous evening with a great mix of creative minds and business owners.

Credit to Warren and the team for putting that together!

As promised, I will send you all the assets I mentioned in my talk as well as some extra goodies.

I'll email them over right now!

Thanks

Paul

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There are three important things to consider for making ad creative.We call it the CONTENT TRIFECTA.If you get these three things in order, you will be able to make great marketing assetsThe first thing that most people just aim for is the AESTHETIC.Does it look good?People are choosing their creators based on how their videos look.Maybe it's fast cuts, nice shots of the product, the lifestyle content looks really good.That is the first box, you do need that.Everyone agress it has to look good, so most people hire Videographers or photographers - these guys are artists, they want to make beautiful content.But the second aspect is the most important, the MARKETING MESSAGING.And this is what most brands we look at lack.Is there a problem-solution framework built into the video? Are they using HOOK, STORY, OFFER to market and sell from that piece of contentAre we pressing on customers' pain points and demonstrating the solutions with the product or service?Are we demonstrating how the product benefits the customer and their end state with persuasive writing?These are the questions you need to ask of your creators, and why it's more valuable to work with a marketing agency that understands content than a videographer who is learning marketing.

The third thing is the TIME variable, or VARIATIONS.So it's all well and good to find a creator who can make a brilliant video that looks beautiful and has really good marketing messaging built in.But if that takes her a whole day to do one, then it's going to take a lot of energy and input to create any sort of variations. You need variations of your creative, you need variables.You need to have more content so you can test - unless you think your best guess or hypothesis is the winning ad (which I am going to bet, it is not).You need variations of the concepts so can be tested inside the ad acountu.In one day, can they create something that we can get 20, 30 ads out of?That;s the most important question and that the problem we solve.Watch the video here: https://www.instagram.com/p/CvZMn7KqA8F/

Who you get to do something matters more than how you do something.Let me explain recently, our agency has been growing and because of that, I've had to hire more new people.I personally have not had a lot of experience of hiring new people.So I got a book about hiring, and I read it what I learned changed my plans and got me access to a lot more talent than I ever would have had.So here's what I learned:

• You need to hire who a.k.a the human rather than figuring out how to do something because the right person will get that done in the best way.

And the real lesson is you need to delegate the how to the person you hire.

• Be clear on the outcome, let them do it, then judge them on the results, not their effort or their processes.

The right person will accomplish the task in a better and more efficient way than you had just learned how to do it yourself.

• Plus the time and energy that you will save by adopting this mindset is incalculable.

So to prove it, I just hired a "who" to hire my next who a.k.a recruitment agency.And no, this is not a Dr. Seuss book.Watch the video here: https://www.instagram.com/p/CvaOwF4qUyM/

OK, we stopped the scroll.Well done.Now, what are we trying to do? we've stopped the scroll.We've kept them interested, which is like holding attention. Your holding it.But It gets the click. What's it called? click through rate.Measured as a percentage of people that watch your content and click.So you want to get the click? we can measure a click through rate,so how many people that have watched the video have decided to actually click it?What's the other click metric that we can measure? cost per click.You've got your click through rate. It's the percentage of people that click and your cost per click, which is measured as monetary value.Like how much does it cost?Watch the video here: https://www.instagram.com/p/CvIMhogqqDx/

The conversation is now "Creative is the Variable"Especially with social ads and paid media.More people now realize that creative is so important.Early last year, people didn’t think that.They thought they could put up one graphic with some basic text on the item and that would be it.They would run it on Facebook, Instagram and that would get sales.But now that doesn’t happen.Enough of the big media buying dogs and agencies are having this conversation.Creatives are the variable.This means you need to be testing different forms and styles and concepts.Trying out different avatars.This will give you the best chance of success and finding a winner!You need to be doing more variations.People are being educated that content is king .That is true.But you need to have high volume iterations and variations as that’s what ad agencies are looking for.That’s why ad agencies and brands partner with teams like us.We're like a bolt on.Someone who is right there that you can just lean on when you have a new drop coming or need fresh creatives.

The hook is like the first three seconds.That's your hook.The point of the hook is to stop the scroll.How do we measure hook?It's all well and good saying you need a good hook to stop the scroll.But say we all made a video and all had different hooks.How do you actually measure it?Well, this happens inside the ad account inside Tiktok or Meta's ad account and it's really measured as a percentage.So it's how many people are served your video per thousand.So we call it CPM.The CPM is 1000 people and it's divided by how many of them actually watch for the length of the hook, which is three seconds and it's a three second watch time.If you're getting a 20% hook rate, you're on something.Watch the video here: https://www.instagram.com/p/CukJvsBqK1m/

The creative journey.

Let's imagine that you're a little prospect.This is your feed, video, photo as you scroll around, right? you got some content here, content here and then you get hit with our content.The ad essentially the way like these social platforms work is it's just a never ending scroll of content. Yeah, but then you get hit with our content.The first thing we want to do, stop the scroll. We stop the scroll and we do that a lot of times, right?How do we measure it?Thumb stop rate, hook rate.So we stop the scroll, which is your hook rate?What's hook rate? as a sum, thousand views over three seconds, one thousand views over a three second video views and it's marked as a percentage and we've stopped the scroll.Well done. Now what are we trying to do?Watch the video here: https://www.instagram.com/p/Cu7HFdhqzd0/