Sept. 1, 2021

2 Ad Sets Got 100X Return on Ad Spend (Which is Just Ridiculous) - Frank Kern Greatest Hit

2 Ad Sets Got 100X Return on Ad Spend (Which is Just Ridiculous) - Frank Kern Greatest Hit

First thing I want to point is that is not really normal. A little bit of a fluke there, doesn't happen every day. Just happened to have 2 of them do that yesterday, which was great! So when I put those little videos up...


What was happening to everybody, Frank Kern here. Hope everybody is well. Um, what I want to talk to you about real quick is something really, really cool that happened. Um, I posted this yesterday as a matter of fact, on social media, too little videos about it. I had two ad sets within a Facebook campaign, get 100 X return on ad spend, which is just ridiculous.

Um, and the first thing I want to point out is that is. Not really normal, um, little bit of a fluke. There doesn't happen every day. Uh, just happened to have two of them do that yesterday, which was great. So when I put those little videos up and they were like, you know, Two minutes or whatever. I was like, dude, it's look at this.
It's a hundred X, actually one of them was like 114 and the other one was 109 or something. It was crazy, you know? And so I got a lot of feedback from people messaging me, like how did, what how'd you do that? And what happened and all this kind of stuff. So again, a couple of things I want to make clear, number one, it was at the ad set lane or anything like that.
Um, and number two, it's a new campaign. And who knows, you know, if like that's going to hold the campaign as a whole, as of this morning was at about four, I think just a ride around for a hundred percent, um, which is more back within about five days and I'll take it. Uh, so to answer the questions that I got, which was dude, how was that campaign working?
Um, I'll tell you. So I'm using a new method or a new approach, really, to what I'm saying in the ads and in the sales presentation. And it's all designed to go with and along with human nature. All right. So we've got, um, Essentially all people who buy anything me view, you know, it doesn't matter. Our customers, our neighbors, uh, we all go through something that I call the universal buying process.
And that's a term that I made up unless someone else made it up already. But for all I know there's not really an actual, you know, professional term called the universal Brian process or whatever, but it works like this. We get interested in something. And then that interest turns into desire as we check it out more and then we finally buy.
And so all humans do this, right? And so the way the campaign worked is I used that framework in the sense of everyone goes through that process when they make a purchase. And I tried to catch people during each phase of the process throughout the entire campaign. I talked about this the other day. Um, and I had a couple of people say, dude, how's that any different than AI, D a, which is what attention, interest desire, action.
And, um, the differences, the D part. Right? And so, and it's actually two parts. Number one. The aid formula or aid formula is generally used for a singular sales presentation. Right. So if you've been selling stuff or attempting to sell stuff, using the internet for any period of time, you probably notice that it's really never.
A singular sales presentation that does the job. You know, it's a lot of moving parts that go together to do the job. So that's one way that it's different. Another way it's different is the way you build desire. So in traditional marketing, um, and even in traditional direct response marketing, and a lot of ways, the desire building phase is done by talking about how cool the product is.
And I don't think that really works anymore. Instead we build desire using the methodology that I like to use, uh, by demonstrating you can help the person get what they want by actually helping them get what they want, by the way, forgot to. Pitch this, um, if you want to take a deeper dive of this stuff, um, and a much better.
Way of how I'm presenting it to you right now, go to learn with You can get an on-demand class there. It will just play. You don't have to reserve a time or anything stupid like that. And you can see like a way deeper dive on it, where I sort of go through the whole thing with you for about an hour.
So anyway, back to this campaign, Right. So I figured out after doing this for 21 years and literally working with over 84,000 paying customers that are businesses that Holy crap, you know, everybody buys using this framework, we get interest and then we build the desire and then we finally buy. So the question is, how do you really make that go faster?
And how do you. Talk to people in a way that like, those things will work better, you know? So here's the deal. Here's the, here's the difference between today and like years ago, even five or six years ago, oftentimes. The period of time between like entrust and BI is bigger than it used to be. Right? So if you accept that and you like our customers or prospects, whatever, they have a gazillion opportunities to see content online, you're distracted.
It really makes a lot of sense that usually the buying cycle for stuff is typically longer. Because someone has the ability to get so much information about everything. So if you use traditional marketing, it's all built on trying to shorten that buying cycle and trying to really push the benefits of the product as quickly as possible.
So human nature has shifted now. So if we try to use that old methodology, It proves to be pretty ineffective. So one of the reasons that campaign worked is because I'm using a newer approach, which is all story-based and there are three types of stories. There's an interest story that's designed to trigger someone's interest in the solution.
You can provide them. There's a demonstration story. The demonstration story is a story that's rating. They could get what they want. And the vinyl story is a transformation story, which is about what their life will be like after they've purchased the product. None of these stories are product. They're always about these three things, uh, what the customer wants, how the customer gets it and what their life will be after the, uh, OB like after the fact.
Okay. So. When we look at the campaign that produced the hundred X row as, or really more accurately, the ad sets that produce a hundred X row ads within a campaign. Uh, the big reason that they have been and continue to be successful is. Looping back to human nature. All right. So if we know inherently that two things are like pretty much guaranteed, number one, all customers are going to go through this process, interest, desire, buy, right?
So we really no way around that. And if we also accept the fact that. It's very unusual for someone to go from interest to buy really quickly. Right. If we accept that fact, then we can now look at using something that I call a three act sales system. And all online sales are really all sales in general follow this process, which is that step one, get a lead step two, make an offer.
Step three. Follow-up all right. And so the magic behind the campaign is working and producing those ad sets that have done very, very well. And here's the open, you know, they keep doing really, really well. Is. Going along with human nature and having a lot of followup. So if we know that really, you know, I mean, we could nitpick about it or whatever, but pretty much it doesn't matter what you're selling.
You know, you're going to get a lead, you're gonna make them offer and you're going to follow up. Right. So if we know that that's the sales process for pretty much everything. And we know that most people who see the offer, aren't going to buy whatever it is we're selling right away. Isn't it logical to have a pretty.
Extensive method of following up with those people who have demonstrated interest. And the answer is of course, so the question becomes, well, what do you put in the follow-up? And so if we circle all the way back, and again, I go much deeper and probably better articulated, uh, explanation of how all this stuff works.
And that on-demand is free. But if we circle all the way back to human nature, which is. We got three phases that we go through or, you know, three steps of the universal buying process. We entrust a desire and then we buy. And if we also know that pretty much all sales processes are get a lead, make an offer follow up.
And we know that people rarely go from interest to buy quickly. Then the question becomes, okay, I get it. We should do follow up. It should be a lot. What do you say in the follow-up? And so. When you start understanding that people don't like marketing, but they do like stories specifically about what they want, how they get it and what their lives will be like after they get it.
Then the answer to how do you follow up with people becomes pretty evident. You tell them stories about those three things and by stories, I don't mean fiction, so I'm not insinuating that you make up stuff or whatever, and have to do the drama. And you know, everything's always about them, right? So the followup is ultimately going to be one or two of these ingredients, right.
And greet number one is here's how to get what you want. Ingredient. Number two is here's what your life will be like after you get what you want, the product I'm selling can help you do that. And, um, I'm following that framework and that campaign that worked really well and is continuing to work pretty good.
So if you want to see the framework in better detail, then go to, uh, learn with turn w learn with Kern. Can't talk today. Uh, learn with Don't put a www in front of it. If the website is weird, it's because I did the tech stuff and I'm not very good at that. Okay. Thanks for checking this out. I'll talk to you later.