Hey There!

Welcome to the first edition of "Advertising Explained." You're in for a treat!

Today, I’m breaking down 5 ads that, based on the signals I’m seeing and tests I’m run in client accounts, are absolutely crushing it in the coaching space.

But before we jump in, let me give you a quick rundown of what you can expect in every issue:

• Detailed breakdowns of successful ads

• Insights on why these ads work

• Tips on how to adapt these strategies for your niche

Okay, let’s get into it.

This ad for Russels Challenge is a masterclass in direct response.

Here's why it works:

1. Attention-Grabbing Headline: Uses "BREAKING NEWS" and "DON'T GET LEFT BEHIND" to create urgency and FOMO.

2. Clear Offer: A free, 5-day virtual challenge with a specific, valuable outcome.

3. Specificity: Promises to teach how to "build, launch, or scale a business using a challenge funnel in just 5 days."

4. Urgency and Scarcity: Emphasizes limited seats and a "closed-door event" to prompt quick action.

5. Strong Call-to-Action: "Save your seat 👇" with a clear link, reducing friction for sign-ups.

6. Visual Appeal: Bold colors and enthusiastic images make the ad pop and feel approachable.

7. Credibility: Features Russell, Damon, and others who are well known figures in marketing and business, adding authority to the offer.

Here's the kicker - when I dug into the data on this ad and its cousins, we saw this copy popping up everywhere. It was like the golden ticket for ad creatives. No matter what creative it was paired with, the ad would last.

And the ones you're looking at? They're the marathon runners of the bunch, outlasting most others.

These ones attached had anywhere from 10-30 days of run time. That may not sound long at all for ads lasting power, but trust me, when it comes to challenge ads at scale, it is. Plus, challenge ads are usually only run 14 days prior to the event (it looks like based on our data, this challenge started about 30 days out. This makes sense for Russel.)

I tested this same copy in a clients account that was running a challenge and it reduced front end customer acquisition cost by $120.

So, if you’re running ads to a challenge (be it for a client or yourself) I would highly encourage you take the swipe file below to deploy it in your account.

If you’re not running a challenge but still want to test this style of ad, simply use the components above:

• Attention-Grabbing Headline

• Clear Offer

• Specificity

• Urgency and Scarcity

• Strong Call-to-Action

• Visual Appeal

• Credibility

Here’s the ad copy swipe file (in the future we will have Canva templates too - stay subscribed 😉 )

💾 Ad Breakdown #2: The 237-Day Wonder

This ad for Grant Cardone sales team training has been running for an astounding 237 days!

Here's why it's a long-lasting winner:

1. Attention-Grabbing Opening: "How'd you like to have a sales team like this?" Immediately presents a desirable outcome.

2. Problem & Solution: Challenges the idea of hiring a great team, proposing creation through process and training instead of hiring.

3. Credibility: Jarrod introduces herself as president of Grant Cardone Enterprises, mentioning their successful sales team (e.g., $ amount sold)

4. Relatability: Acknowledges past mistakes, making the journey seem achievable for viewers.

5. Clear Offer: A 90-day onboarding program with an "exact roadmap and blueprint."

6. Desirable Outcome: Promises a "Rockstar six-figure producing sales team in less than 90 days."

7. Free Value: Offers it for free, lowering mental barrier to click and physical + mental barrier to submit/ sign up

8. Strong CTA: Clear instructions to access the "unbelievable business tool."

This ad's 237-day run is practically unheard of. I’ve had a few of these successes before, but to come by them often is unlikely.

If you're in the B2B space, especially selling high-ticket, this ad structure could be gold for you. Test it out and let me know the results.

This ad is fairly direct and can be used in a LOT of circumstances. Likely the reason this ad is also working so well is due to the environment and his energy. I would highly encourage that you not only look at what he is saying in this ad, but also the way it’s filmed and his movement throughout it.

Here’s the script swipe!

💾 Ad Breakdown #3: The Carousel Champ

This ad by Brandon Forbes has been running since March 20th, 2024, using the often-overlooked carousel format. Here's why it's a standout:

1. Targeted Opening: "👋 Online Coaches who want MORE LEADS" - Immediately identifies the audience and their primary need.

2. Clear Value Proposition: Promises an "endless flow of followers and messages" for coaching programs.

3. Audience Filtering: Screens for impact-driven coaches with an ad budget, ensuring qualified leads.

4. Pain Points & Solutions: Addresses common struggles (lack of leads, audience growth) and desired outcomes (serving more people, automating client acquisition).

5. Simple CTA: "DM me 'MORE LEADS' to learn more!" - Easy and direct.

6. Credibility Building: Brandon shares his 6-year experience in online coaching.

7. Honesty & Transparency: No guarantees or big promises, but showcases results (helping over 1,000 coaches).

8. Detailed Service Breakdown: Outlines specific tactics like IG Follower Ads, VSLs, and appointment setters.

9. Ongoing Support: Offers coaching on managing and scaling the system.

10. Automation Emphasis: Highlights how the system can run without constant involvement.

This ad uses the carousel format, which a study of mine showed only 3-5% of top-spending coaches and consultants use. This means lower competition and cheaper ad placements.

The carousel format allows for a story-like presentation of information, perfect for coaches who need to build trust and showcase value. Each slide can address a different pain point or benefit, creating a comprehensive pitch in a digestible format (exactly how Brandon did it in his ad).

Here’s the ad copy swipe! (The creative is quite easy to create. Just use canva and do a 1080×1080 custom format).

Some of this copy will need to be adjusted more for some of you not running dm ads and not running a biz opp offer, but the copy and format should still work!

💾 Ad Breakdown #4: The Hermozi Endorsement

This ad by Alex Hermozi has been running for 71 days, leveraging his personal brand and a unique endorsement angle. Here's why it's a long-running success:

1. Attention-Grabber: "HUGE ANNOUNCEMENT" creates immediate curiosity (it also helps that people know who he is. You might need to use a different hook here)

2. Credibility Building: Emphasizes this as his first public endorsement, implying exceptional value.

3. High Standards: Reinforces the product's quality by stating its the first to meet his criteria.

4. Clear Target Audience: Speaks directly to those wanting to start an online business.

5. Personal Touch: Explains his motivation for the endorsement, aligning with audience needs.

6. Value Proposition: Highlights Skool's offering - tools, training, and community.

7. Added Incentive: Mentions prizes, adding an element of excitement.

8. Low-Risk Entry: Emphasizes the ability to start for free, reducing barriers.

9. Clear CTA: Directs audience to a specific link to join.

10. Personal Sign-Off: "See you on the inside. -Alex" adds a friendly, community-focused touch.

Alex's brand and rep significantly helps with this ad's performance. His endorsement of Skool carries weight due to his success and credibility in the online business space.

However, the ad format itself is worth testing, even if you're not a well-known figure. Its longevity (71 days and counting) shows that it's hitting the right notes!

Here’s the ad copy swipe!

💾 Ad Breakdown #5: The 16-Minute VSL Powerhouse

This ad by Cole Gordon has been running for 94 days, defying conventional wisdom with its 16-minute length. Here's why it's a long-running success:

1. Targeted Opening: Immediately addresses coaches and course creators aiming for $100k months.

2. Strong Credibility: Cole introduces himself as a leader in the industry, citing specific revenue figures.

3. Problem Identification: Highlights the challenge of finding the best way to generate clients online.

4. Unique Solution: Introduces the "short form funnel," differentiating it from traditional methods.

5. Clear Benefits: Emphasizes ease of implementation, low costs, and quick results.

6. Social Proof: Mentions specific success stories and impressive client results.

7. Comprehensive Offer: Outlines done-for-you services, coaching, and recruitment assistance.

8. Future-Oriented Vision: Ties immediate benefits to long-term goals and opportunities.

9. Risk Reversal: Encourages booking a call by framing inaction as the only risk.

10. Multiple Calls to Action: Peppered throughout the ad, guiding viewers to take the next step.

This 16-minute ad flies in the face of conventional wisdom about short attention spans. Its success (94 days running) suggests that for high-ticket offers running direct to a VSL funnel, a longer, more detailed pitch can be highly effective. It likely is qualifying the views a bunch before they ever book a call. Cole likely had a bunch of flow from his ads, so he’s adding friction to increase quality. This is a typical strategy for increasing quality on direct VSL funnels.

While it would take me forever to template this 16 min VSL, here are key elements to consider if you're creating a long-form video ad:

1. Hook viewers in the first 30 seconds

2. Establish credibility early

3. Clearly define the problem you're solving

4. Introduce your unique solution

5. Provide specific, tangible benefits

6. Use social proof throughout

7. Address potential objections

8. Offer a comprehensive solution

9. Paint a picture of future success

10. Include multiple, clear calls to action

Look, this long-form ad thing isn't for everyone. It's like a marathon - you need to keep people hooked from start to finish. And let's be real, not everyone's got the chops to pull that off.

But here's the deal: if you've got a killer offer and you know your audience, this could be your golden ticket paired with a VSL funnel. Just don't expect to slap together a 16-minute snooze-fest and watch the money roll in.

My advice? Give it a shot, but don't put all your eggs in one basket. Test it against the shorter ads above. See what sticks. Your audience will tell you what they want - you just gotta listen.

And there you have it, folks - five ad breakdowns that'll make your competitors sweat.

Remember, in this game, there's no one-size-fits-all. What's killing it for Russell or Alex might fall flat for you. The key? Test, tweak, and test again.

Your mission, should you choose to accept it: Pick one of these ads and give it a spin.

See what resonates with your audience. And hey, if you strike gold, don't be shy - hit reply and let me know. I love a good success story.

Until next week, keep those ads sizzling and those conversions climbing.

Stay savvy,

Craig

P.S. Got an ad you want me to break down? Send it my way. Who knows, you might just see it featured in the next issue!