The Winning Formula: Ads That Click and Pages That Convert

Top Performing Ads & CRO Tips You Can Swipe Today

Author

Craig Myers
August 28, 2024

Hey folks,

We've got a packed newsletter today with not one, but two juicy breakdowns for you. First, we're diving into an ad that's been absolutely crushing it on TikTok lately. It's for a Section 8 real estate investing program. Then, we're switching gears to dissect a sales page from LinkedIn guru Justin Welsh.

Even if real estate or LinkedIn aren't your thing, there's a ton to learn here about crafting ads that get results and pages that convert.

Let's get into it!

đź’ľ Ad Breakdown: The Section 8 Wealth Builder

In just the last 30 days, this ad has pulled in some impressive numbers:

  • 31K Likes

  • 811 Comments

  • 3K Shares

  • CTR in the Top 20% of the industry

  • One of the top CVR ads running on TikTok right now, performing in the top 3% of the industry average

It’s also performing exceptionally well at key points in the video, with highlight frames at 9, 53, and 56 seconds.

With numbers like these, there’s definitely something special about how this ad is structured.

What This Ad Does Right

  1. Nails the Pain Point This ad speaks directly to people who've saved up some cash but don't know what to do with it. In addition to that, it calls out a qualified audience. If you’re dealing with low quality leads, this ad is one to learn from. Speaking to the ideal audience pain that a lower quality / not the right audience would not deal with is essential for increasing quality. In this case, it’s people who have extra cash but don’t know where to invest. Someone who is broke would not click on this because the message is clear.

  2. Offers a Unique Solution Tom introduce two tools:

    • "Section 8 Pro Tool" for finding good counties

    • "Proprietary Section 8 Deal Finder" for spotting properties

    These tools make their offer stand out. It's not just advice - it's actual stuff you can use. Monday this week I shared a mindvalley ad that did this exact same thing - they used their unique mechanism in the copy. The nice part about videos is that you can physically show that unique tool/mechanism to the audience.

  3. Keeps It Simple The ad walks you through the process step-by-step. It makes something complicated seem doable, which, if you’ve read any offer books like $100 million dollar offers, it decreases the “effort and sacrifice” and increases the “perceived likelihood of achievement”

  4. Lowers the Bar to Entry Tom talk about seller financing with only 5-10% down. No banks involved. This makes it feel more achievable for regular folks. Similar point to the one above: he is pushing into decreasing their “effort and sacrifice” and increasing the “perceived likelihood of achievement”

  5. Shows the Goods The ad includes a walk through of a property and breaks down the cash flow. It's not just talk - they're showing you the real deal. If you’ve been writing copy for a month or more, you’ve likely heard the term “show, don’t tell” and that is exactly what he is doing here.

  6. Clear Next Step Tom ends with an invite to a free training. It's an easy way for people to dip their toes in without “committing”… even though he will clean up on his webinar lol.

Why This Matters for Your Ads

You don't have to be selling real estate courses to use these tricks. Think about how you can:

  • Really understand what bugs your customers

  • Offer something unique that solves their problem

  • Break down your process so it doesn't seem overwhelming

  • Make it easy for people to get started

  • Show real examples of your product or service in action

  • Give people a clear, low-risk way to learn more

Next time you're writing an ad, try using some of these ideas. You might be surprised at how well they work.

Here’s The Swipeable Ad Template

So you've [insert initial situation, e.g., saved up money, reached a milestone], and you want to learn how to [insert desired outcome, e.g., invest, grow your business].

Let me show you how to do it, step by step.

The first thing you want to do is go to [insert your unique tool] to be able to find the most profitable [insert relevant options, e.g., markets, opportunities, products] in the [insert scope, e.g., country, industry].

Then you come over here to my proprietary [insert unique tool or feature].

You put in the [insert customizable options, e.g., minimum and maximum parameters] you want to work with and the [insert specific target outcome, e.g., profit, ROI, results] you want to achieve every [insert time frame, e.g., month, week, day].

Then you come down here and click [insert key feature, e.g., advanced settings, special filter].

This is going to show you all the [insert relevant items, e.g., options, strategies, tools] that meet your specific criteria, like [insert example criteria, e.g., low risk, high return, ease of use]."

So I picked out a [insert example, e.g., product, strategy, opportunity] that was [insert favorable characteristic, e.g., reasonably priced, highly effective] and will [insert benefit, e.g., generate profit, deliver results] every [insert time frame].

Look at these [insert proof, e.g., results, features, examples].

This [insert item, e.g., option, strategy, product] is [insert description, e.g., turnkey, optimized, ready to use].

Now let’s look at the [insert key metric, e.g., cash flow, ROI, results] estimates.

Of course, we’re not [insert standard method or approach], we’re [insert your unique method], because we’re using [insert your unique feature], and we’re not relying on [insert common obstacle, e.g., traditional methods, high costs].

That’s the [insert key outcome, e.g., monthly cash flow, ROI] after all [insert relevant factors, e.g., expenses, risks, steps] are considered."

If you want an invitation to [insert unique tool or training name], my proprietary [insert specific software or tool], click the link below.

I’m doing a [insert offer, e.g., free training], and I’m going to show you how to get started, step by step. I’ll see you there.

Template Usage Instructions:

  1. [Insert initial situation] should reflect where your audience currently is, such as having saved money, reaching a goal, or being ready to take the next step.

  2. [Insert desired outcome] is what your audience wants to achieve, like investing, growing their business, or learning a new skill.

  3. [Insert your unique tool] should be the specific tool, software, or resource you're offering that adds value to the process.

  4. [Insert relevant options] could be the key aspects your tool helps with, like finding profitable markets, strategies, or products.

  5. [Insert scope] specifies the area of focus, such as a country, industry, or market.

  6. [Insert customizable options] are the variables your audience can control or customize, like budget ranges, feature preferences, or target metrics.

  7. [Insert specific target outcome] is the specific result your audience wants to achieve, like profit, ROI, or efficiency.

  8. [Insert time frame] defines how often the outcome or benefit is expected, such as monthly, weekly, or daily.

  9. [Insert key feature] should highlight the standout feature or function that guides the audience to the best choice.

  10. [Insert example criteria] could be additional filters or settings that help refine the results, like low risk, high return, or ease of use.

  11. [Insert example] provides a relatable example of how your tool or method works in a real-world scenario.

  12. [Insert favorable characteristic] should emphasize a positive aspect of the example, such as cost-effectiveness or high efficiency.

  13. [Insert benefit] is the main advantage or result the audience can expect from the example.

  14. [Insert proof] provides evidence, such as results, features, or examples that prove the effectiveness of your offer.

  15. [Insert item] refers to the specific thing you're showcasing, like a product, strategy, or result.

  16. [Insert description] offers a brief description that highlights the readiness or quality of the item.

  17. [Insert key metric] is a measurable result or benefit your audience can expect, like cash flow or ROI.

  18. [Insert standard method or approach] refers to the usual or expected way of doing things, which your offer improves upon.

  19. [Insert your unique method] explains how your approach is different and more effective.

  20. [Insert your unique feature] should be the key advantage that your tool or method provides.

  21. [Insert common obstacle] is what your offer helps the audience avoid, like traditional methods or high costs.

  22. [Insert key outcome] should be a concrete result your audience can expect after using your offer.

  23. [Insert relevant factors] are the elements that need to be considered, like expenses, risks, or steps.

  24. [Insert unique tool or training name] is the specific program, tool, or resource you’re promoting.

  25. [Insert specific software or tool] is the name of the tool or software you’re offering.

  26. [Insert offer] should be the incentive for taking action, like a free training, tool access, or special discount.

đź’ľ CRO Breakdown: The Operating System by Justin Welsh

Why This Works:

1. Make Your Course Feel Real:

  • Justin's Trick: Even though Justin is selling a digital course, he makes it look like a real, physical product with a 3D box image.

How You Can Do It: If you’re selling something digital, try making it look like a real object. This can make people feel like they’re getting more value. You can use tools like Canva to create these images.

2. Show People You Know Your Stuff:

  • Justin’s Strategy: Justin talks about his own success on LinkedIn. By sharing his story, he builds trust, making people more likely to buy his course.

How You Can Do It: Share your own story or results to show people that you know what you’re talking about. When people see your experience, they’re more likely to trust you.

3. Tell People Exactly What They’ll Get:

  • Justin’s Headline: "Monetize Your LinkedIn Audience" tells people exactly what they’ll achieve if they buy the course.

How You Can Do It: Make sure your headline says what the main benefit is. People should know right away how your product will help them.

4. Explain Why They Need It:

  • Justin’s Page: He doesn’t just sell the course—he explains why it’s important to make money from LinkedIn and how it can help your business.

How You Can Do It: Use your sales page to teach people why they need your product. This helps them see the value before they buy.

5. Break Down What’s Inside:

  • Justin’s Details: He breaks down what’s in each part of the course so people know exactly what they’re getting.

How You Can Do It: Make a list of what’s inside your product. Explain each part so people know what they’re buying.

6. Use Real Testimonials:

  • Justin’s Social Proof: He includes reviews from real people, showing specific results they got. This makes the course feel more trustworthy.

How You Can Do It: Share testimonials from your customers. Make sure they mention specific results or benefits they got from your product.

7. Talk About Their Problems:

  • Justin’s Pain Points: He talks about the struggles people have with LinkedIn, then shows how his course solves those problems.

How You Can Do It: Think about what problems your audience has. Then, explain how your product can fix those problems.

8. List What They’ll Get:

  • Justin’s List: He clearly shows everything people will get when they buy the course. This makes people feel more confident about buying.

How You Can Do It: Make a clear list of what’s included in your offer. Let people know exactly what they’re getting.

Takeaways for You:

Even if you’re likely not using Gumroad to sell your coaching or consulting, you can still learn a lot from Justin’s page.

Focus on making your product feel real, sharing your experience, using clear language, teaching your audience, and showing them exactly what they’ll get.

Whether you’re getting traffic from LinkedIn like Justin or using other methods, these tips can help you create a sales page that works.

Wrapping It Up

There you have it, folks - two killer breakdowns to fuel your marketing. From Tom's Section 8 real estate ad to Justin Welsh's course sales page, we've covered a lot of ground.

Remember, great marketing isn't about fancy tricks. It's about understanding your audience, offering real value, and communicating clearly. Whether you're selling houses or online courses, these principles hold true.

Got questions? Hit reply and let me know.

Until next time, keep crushing it!

Craig

P.S. If you found this breakdown helpful, why not share it with a friend? Good marketing karma coming your way if you do!

P.P.S. If you don’t share it with a friend, I’m not saying that bad marketing karma is coming your way…. but, you just never know 👀