Facebook ads

The reason why there’s so much copy in that ad (and the reason why we advocate using video ads so much in Facebook ads) is because you want people to be pre-framed for the next step in your sales system. You don’t want people to just opt-in and then be done with you. Sure, we can get cheap leads all day long on Facebook, but the truth is that “cheap leads” don’t run businesses. Buyers run businesses. Customers run businesses. In an ideal world, you want to be able to pay more for your leads then your competition can. Not just because you want to squeeze your competition out but because often times, more expensive leads are far more qualified leads. And qualified leads become customers, which is what you need if you’re going to thrive as a business.

Leads tend to be more qualified hen you write a long copy ad like we did for Ketogenic Living, as seen, that contains a good hook like, “Is breakfast really the most important meal of the day?” This is largely because your prospects have consumed a fair amount of content. In this case, nearly one thousand words of content, which means successfully pre-framing that prospect to the next step in your sales system.

In this chapter, I’ll be giving you some examples of hooks in many of the markets we’ve worked in, and ones you’re probably familiar with. So let’s get into it, fishing pole and all.

A CAUTIONARY TALE: HOW TO FLIP A HOUSE WITH NO MONEY

Your prospect wants to make money in real estate investing. They know that real estate investing is a great way to create wealth and achieve a measure of financial freedom. The problem is that they have no money and no credit, so they can’t even imagine themselves doing it. This probably means that they have no money, and they want to leave their job or they want a better life.

So if you’re in the real estate investing niche, this by no means is all-inclusive for real estate investing, but it’s an example of a hook that we’ve used very effectively with a lot of our real estate investing customers.

Due to the dozens of reality TV shows on this topic, you may think of “flipping houses” when the topic of real estate investing is brought up. If you were to use “how to flip houses” as your hook, that wouldn’t necessarily be a great hook because so many people in the real estate investing market are already aware of this potential solution. The problem with that hook is that it’s just not novel or unique enough. But it could be on the path to finding what would actually be the hook. This is because “flipping houses” may be the solution that they get after you reel them in with a more specific hook.

In this particular case, where the hook is slightly altered to be “how to flip a house with no money,” “flipping houses” may or may not have something to do with the offer they purchase after you pull them in with your initial hook.

For example, we have a “house flipping” agency customer who actually had a downloadable ebook that we used as a lead magnet that used “how to flip houses in five simple steps” as the hook. The “offer” in this case, was the eBook that taught them how to flip houses. It is a great hook for a great lead magnet, and it did really well in getting thousands of very cheap leads.

The problem is that the customer’s ultimate solution (their core product) was a paid eight-module training program on “how to flip houses.”

Let’s be clear, I don’t think “how to flip houses,” is a bad hook. In fact, my customer ran plenty of traffic with that hook and did extremely well. The problem we ran into was that nobody was buying their core offer because we gave all of it away in the lead magnet!

So, it’s important that when you craft a hook as well as an offer, don’t give them the whole darn thing in your lead magnet. Out of the thousands of names and email addresses we got in that campaign, nobody would buy the eight-module training program because the lead magnet was so good. Why would they buy another training program when we’ve already taught them how to do it for free?

So when crafting your hook and your offer for a lead magnet type of campaign, the “incompleteness” of the offer is vital to the success of your campaign. Remember that your goal when generating a lead isn’t just to get a lead. Instead, it is to eventually get a buyer.

Now, let’s take a step back. If this customer’s solution was a complete portfolio of real estate investing courses where you learn wholesaling, how to buy long-term real estate, and how to invest in mobile homes, then the hook “how to flip houses in five simple steps” would have been far more effective. If they had a dozen different products in their library, and they’re pulling out “house flipping” as one of them and using that as a hook, that might have been a better way of going about it.