Frank Kern | How To Use The Two-Sentence Ad Formula

Key Takeaways

i'm frank kern and this is the magic two sentence ad structure [Music] seriously can you really can you really run effective social media ads with just two sentences of ad copy and the answer is yeah you totally can i'll show you an example in a minute there's a catch to it not a big one i'll show you the catch too but let me explain how all this works i discovered this totally by accident i was at the airport you know how like before you go on a trip and you're you know you're gonna fly somewhere or whatever and you pack up like 300 magazines and a bunch of books and stuff and all this stuff so you can not be bored on the plane and you're not going to end up stuck having to talk to the person beside you or anything horrible and then you get to the airport and you're like you know what i don't really think any of the stuff i brought with me is interesting i'm going to go to the bookstore and buy all new stuff because that's just the way human brains work or maybe it's just me and i'm severely add but it doesn't matter that's what i was doing okay i was at the bookstore in the airport messing around trying to find something to read even though i had 30 000 pounds of books and stuff and a backpack with me and i stumbled over this book right here now when i saw this book like my head just it exploded not because i take photography or photographs or anything like that like i could care less about how to take great photographs but the title of it as a marketer the title of that thing absolutely caught my eye and it is using a principle that one of my teachers dan kennedy taught me over 20 years ago called dog whistle copy and the definition of dog whistle copy is the type of copy that only your ideal prospects are going to hear or read or pay attention to and it's likely to be ignored by everybody else and the name comes from you know there's like toy dog whistles you could order from the back of comic books unless of course you were born after say 1980 and then you don't know what i'm talking about but anyway there's a special kind of whistle that only dogs can hear right so that's what that means and that book title read this if you want to take great photographs it was a classic example of dog whistle copy now i didn't buy the book because i don't care anything about taking pictures good or bad but it stuck with me i was like wait a minute if this book is like prominently displayed in the airport bookstore it's probably selling pretty good i did a little research it turns out the dude has sold a bunch of books like this using titles like read this if you want to take great photographs of people or animals or nature or whatever so i figured man why not just test that using ads so i did i started running ads like just regular ads which is a picture of whatever and then the headline above the ad would say something like read this if you want to make your social media ads work better and then the bottom thing which they call the headline but it's really not the bottom thing you know next to the button on the ad would say stuff like new pdf reveals how to make ads work better or whatever and those ads started working i was like hey cool this is great for lead gen but what if you wanted to sell something directly and i started testing ads like that and check this out i started testing ads that looked like this one showing them to total strangers by the way i had no idea who i was like i'm just some random person and notice this is well technically i guess this is two sentences up here it says new get four complete courses from frank kern for just four dollars and then the bottom thingy which they call the headline it's really not but whatever it says get four new marketing courses for four bucks and there's a picture and the pictures of the four courses and it is obviously an ad so nobody in their right mind would ever look at this thing or interact with it or click on it unless they were interested in buying marketing courses or they're just like trolls or something that like to screw around on social media which is fine whatever god love them right and the the weirdest thing happened it it started working like really really good i ran this ad with just like that picture and those two sentences and i also used the same two sentences but tested different pictures and tested video here's an example of the one that uses video right here again the same two sentences i mean i guess technically three because the word new with an exclamation point is a sentence but whatever you get the point it's literally like saying hey if you want to buy something click on this ad the question is did it work and did it keep working and the answer is well i'll show you so how do you take what i'm sharing with you and turn it into good results for your business it's really simple but you need three things and these three things can all be gotten by using one little tool and yes of course this is a shameless plug for my software that actually does all the stuff that i'm about to show you you can try it at roaz.org org you can try it for free no credit card needed here's what it does and this is what you need to be able to do in order to make your ads work whether you're using the two sentence strategy or not all right so the first thing you need is you need to be able to track with a hundred percent accuracy how much revenue each ad is making not just the ad set not just the campaign but the individual ad itself that's critical that you know that's the first thing that's not very hard you just find something that can actually track revenue that comes from facebook and instagram ads now that actually is super hard to do that accurately unless you use a tool like roast.org there are other tools that are pretty good out there as well naturally like mine better because it's like mine and stuff now the second thing you need is you need to be able to tell facebook and instagram which ads are actually bringing in revenue you can't rely on their platform to do this for you their tracking isn't working properly we've all heard all the stuff about ios 14 it's not as bad as everybody says it is but when it comes to this stuff is terrible right so you need to feed their computer you need to feed their machine learning with good data in other words you need to be like hey this ad is actually making money to these people do more of what you're doing to get more people like these and things are going to be good if we're not passing the actual values back to facebook and instagram then we're not gonna know that and and it's not gonna work and the third thing that you need to do is you need to be able to send facebook and instagram signals and by signals i mean you need to be able to tell it when stuff needs a little bit of extra attention and you need to tell it when to start scaling it and all that stuff needs to be automated now roast.org will do this for you and here's why this is important all right look at my screen here so we're in a campaign for today right now so i'm running this for you on shooting this story in the 10th of may i don't know when i'll release it probably tomorrow um but i've spent 390 bucks on this one particular campaign today and that campaign has brought in 979 bucks which is great okay there's a two and a half times return on my ad spend it's awesome i'll take it all day that's wonderful but here's what's making this thing cool all right within this campaign i have all of these different audiences okay now every single audience they're all being shown the same type of ad which is exactly the ones i just showed you i haven't deviated from these ads in years so it's just like well not in years but since june or july of last year so it's the two sentences plus either an image or a video all right so what this thing is doing is it is looking and if these ads are profitable like this one for example it will automatically raise the budget by five percent every six hours so it's gonna raise it a maximum of twenty percent per day but it's only gonna do that if it's profitable that's thing number one now thing number two is i'm willing to pay a little bit more than four dollars per customer so this is a campaign that sells afford four courses for four dollars bundle and i know that my average customer is actually worth like 25 bucks or so in about 30 days so i don't care if i don't actually make the 20 bucks or whatever right now however if it goes like if it spends twenty dollars or something it doesn't get any customers then it needs to automatically turn that campaign off all right so row as will actually do that it'll say okay you spent 20 bucks right here wealth management for example uh and if it spends 20 dollars over how much however much time you want to it'll turn this campaign off which is good because it keeps me from losing money like that's you know half of making money is not losing it right now the third thing is really really important and that is okay let's say that i'm running uh you know this campaign and let's say it's like business mentoring right here for example our business networking this audience so all this is a random audience that i just sort of pulled out of the air to see if it would work all right and so let's say we've been running this thing and it's been running for two or three days and it's not quite making money you know it's it's like this one's making a little bit of money but let's just say that it was making like for every dollar i put i was getting 90 cents back well i'm still getting customers i don't really want to turn that off so in this case i want roaz.org to tell facebook to drop my daily spend by about five percent and in doing so it's sending a signal to the algorithm to make that algorithm work harder and when you have these automations in place it's like having someone that's just looking at your ad account 24 7 never sleeping analyzing everything and following your instructions to the letter and when you have that you're able to run ads that are like hey get four marketing courses for four dollars from some dude you've never seen ever and that's the ad and it actually works so the reason that's working is ultimately not because i'm hyper creative or whatever i mean obviously dude is two sentences of copy the reason that's working is because in conjunction with roast.org we are utilizing the algorithm's machine learning and artificial intelligence capabilities which i know it sounds like i'm already asleep but dude money's not boring okay so let me show you why this is working from just a plain english well i'm going to speak redneck to you from a redneck standpoint all right let's get to it so let's say you're utilizing the two sentence copy framework right and so the framework goes like this the the primary text i like to call the headline but they call it the primary text the thing above the picture right that's typically going to be read this if you want big result okay so if we're selling something about getting in shape or whatever it would be read this if you want to get in shape in the next three weeks that's it sentence number one all right and then the thing below the picture which they call the headline which is backwards uh we would say something like new course reveals how to get fit in however many weeks i just i totally forgot how many weeks i said by the way but whatever so it's really simple read this if you want big result and then thing helps you get result that's it that's the framework or if you're like selling something totally mundane like a calculator or just four marketing courses for four bucks it could literally be awesome calculator for three dollars and there's a picture of the calculator and then under that picture your copy says get this amazing calculator for three dollars or whatever the price was that's the framework okay like test this all right so why is it working okay here's why it's working when you run an ad on facebook or instagram whatever i'm just gonna say facebook forever okay so when you run an ad on facebook and let's say we're using that two sentence framework and you choose an audience so let's say that audiences everybody who likes marketing all right a couple of things are going on number one facebook doesn't really know if that person actually likes marketing it thinks it does and its ability to think clearly in this regard is greatly diminished now thanks to the ios 14 stuff again ios 14 and now 15 or whatever it's not nearly as big a deal with what everybody says but it's still like a thing and this is kind of the cure for it okay so it's going to go out and it's going to find a bunch of people that it thinks likes marketing all right don't know for sure but based on what they're doing what they're commenting on what they're reading what sites they're clicking on facebook's like pretty sure these people like marketing great let's say that audience size is like five million people okay and you're spending 20 bucks a day on it or 30 or 50 or however much you want to spend i don't recommend starting with huge budgets by the way i like to do a strategy i'll show you in later videos anyway facebook's not going to be like okay we're going to show all of these people this whole freaking group of people your ad today no it's not going to do that it's going to find a little pocket of people right here and it's going to show them your ad now when your ad is obviously targeting the perfect person let's say that let's go back to the calculator thing right because that's easy so if we have a group of people that you know are interested in calculators or math or whatever and then our ad has a picture of a freaking calculator and it says new calculator get this new calculator for three dollars over the picture and then below it it says new calculator only three dollars and there's a button that says learn more if they see that ad and they click on that thing all right so let me do my drawing here this is beautiful i know i'm an incredible artist thank you stop really seriously okay thank you that's enough all right so anyway they see your ad and they click on it all right or they engage with it they comment on it or they react to it give a thumbs up thumb down or if there's a video like hey here's this calculator you can get it for three dollars if they watch this video before they even get to your website here's what's happening all right facebook's machine learning right here their algorithm is saying okay this person right here that clicked this ad this person is probably the profile of who we want okay so now what it can start to do it doesn't do this instantly but what it starts to do is within this big old audience of five million people that like math or whatever its algorithm is gonna start finding people like this one so it's gonna start hunting within this little universe here until it finds a little pocket of people like this guy right or girl or whatever or lady or whatever you're supposed to say i don't even i shouldn't even talk on camera seriously like but you get the picture all right so that's great so now this person let's say another person comes and they click on your ad that's like get a calculator for three bucks i'm like oh cool a calculator and they go to your website all right and your website is all about calculators or more specifically about selling this calculator here's what's happening facebook and let me just like draw like so you got a little video about a calculator or whatever and it says calculator on here a couple of times or whatever what's going to happen is facebook is going to know because it crawls your website just like google does or whatever when you get stuff indexed in the search engines facebook is going to know oh okay this website right here is about calculators and stuff and this person clicked on the the page about calculators that means this person is probably really the right profile for us all right and now if that person makes a purchase then facebook is gonna know for sure they're gonna go okay wait a minute we have all these data points now we know what type of people are interacting with this ad we know what type of people are actually clicking over here you know they even know how long you're spending on the web pages you click on when you click from an ad and we know who's buying so if you can pass all of this data back over to facebook it's just going to get smarter and smarter and smarter all right and it's called training your pixel and it's called training their artificial intelligence because if we get an audience of like a million people or whatever you know that likes math or socks or marketing or something we would have to spend a gazillion dollars to show your ad to every single person in that audience and we don't know if every single person in that audience is a good fit for your stuff or not but what will tell us better than anything on the planet if your audience if these people are interested and if they're good it's not what they say it's what they do their actions so every time somebody clicks on an ad that is incredibly obvious in terms of who it's for like read this if you want more consulting clients new course reveals how to get consulting clients easy or whatever if when someone clicks on that that data is going back to facebook and facebook's algorithm is getting a little bit smarter when they go to your web page facebook's algorithm gets a little bit smarter when they buy stuff from you facebook's algorithm gets a little bit smarter but it doesn't stop there because if they buy something from you later like let's say your sales cycle is two weeks or something like that right you're running a webinar or whatever well they can only track stuff for seven days typically but if you have something like row as that'll take all that data and send it back to facebook every time they buy something even if it's a freaking year from now it's just gonna train that pixel even more all right so the final phase of this is now when you're sending those signals let's say for the sake of illustration you just have like one ad and you're running it to one audience just to keep things easy okay so we got this audience and this five million people and they're interested in whatever calculators right and like for a while oh before we go further let's say that your target is you want to make two dollars for every dollar you spend at right so for every dollar you put into ads you want to get two dollars back just for example cool okay so we're running ads and we're running like that simple two sentence ad structure all right so this is just a two s that doesn't look like 2s but whatever it's an ad with two sentences just like i told you about so obviously what they're going to do is they're going to take a tiny little group of people they're not gonna like look in the entire giant audience of five million they're gonna find one little pocket of people they're gonna start showing that pocket of people your ad and let's say for a while that you're getting that 2x return on roads let's say as a matter of fact that like it's doing really really well well if it's doing really well we're obviously sending that data back to facebook but if we also say hey facebook this is doing pretty good why don't you go get us more of these people easiest way to do that is to scale the budgets right so if you automate stuff and you say okay if my ad sets my campaigns my audience or whatever is getting better than 2x return then i want you to increase my budget by five percent let's say you do it every six hours or whatever once a day doesn't matter let's just say you increase the budget right there when you do that all right it's sending a signal to facebook's algorithm going hey dude good job keep finding more of this one profile here okay we like this person this person's great keep finding more of them now we would think that we could just set that and forget it right but there is no such thing as set it and forget it forever when it comes to marketing with social media so what will happen eventually is this all right let me do a little erasing here so what's going to happen is over time could be tomorrow could be a week or whatever you might start seeing this little pocket of people right here giving back my pen they might start dipping down to where now they're only giving you like a 1.9 or 1.9 x so for every dollar you put in it's now instead of getting two dollars you're only getting you're only getting 1.9 now that might be okay with you but maybe it isn't let's say that like that's a little questionable and you don't like it well what you can do especially if you use roast.org you automate this whole thing is you say okay look if i'm getting less than 1.9 x on my ads what i want you to do is i want you to lower that budget by five percent all right so when we do this what it's saying is all right facebook the people in this this little pocket right here these guys aren't performing as well anymore we want you to go out and maybe like start looking around over here and start trying to find this other people and see all right now a lot of times just doing these little micro bit adjustments they cause everything to work really really well that's how i've been able to run these ads at say four marketing courses for four dollars from some dude you've never seen in your life and actually have it work now how do we take it one step further and protect yourself from loss it's really simple we can say okay let's say that whatever happens let's say the ads never work right and instead what we're getting now we're running you know the same audience and everything right here how about i redraw it so it doesn't look so stupid all right so there's our five million personal audience we're showing them our ad it's the two sentence ad all right now let's say that we don't make money on this so for every dollar we put in we're only getting 60 cents back we're losing money on this what do we do it's real simple right number one you need to understand how much you're willing to pay for a lead or a customer or whatever all right so let's say it's 15 bucks so for me on my ads my four dollar thing i don't like to pay more than fifteen dollars for a customer if they're not immediately making me money over a seven day period so this is what i do and that's why i recommend you do as well um of course you need to know your own numbers all right so what i'll say is okay if over the last seven days i have spent more than 15 bucks and my return on ad spend is less that's a less than sign point meaning i haven't really gotten as many customers as i want all right then pause the ad set and so that keeps you from losing money and the way you can scale when you're doing these three simple things right here is you just have a whole bunch of different ad sets running at really small budgets to start and then you let the automations turn off the stuff that doesn't work and then scale up the stuff that does pretty sweet that's how the two sentence copy strategy works you know what's really cool by the way is this particular campaign you're looking at this went live last night and uh it's obviously it's working really really well if we sort it by roma as we can see that some of these audiences are super good like i spent two dollars and 94 cents and got a 143 x row as that's great i spent almost three bucks and got 422 i think that's okay i'll take that now should i go and scale this audience and say okay let's switch this from 200 a day to a thousand dollars today we're going to be rich no don't do that it'll break it use this little micro bidding method that i'm showing you it's been working extremely well if you want to automate your stuff and track everything totally accurately just go to roast.org works great you don't need a credit card to sign up you can try it for a week no credit card needed totally free if you like it after a week then you can pay for it and then keep on using it if you don't then don't worry about it we'll deactivate the count for you anyway all right so regardless of whether or not you use row as i hope you see the power of the two sentence copy framework what it's ultimately doing is not being lazy creatively it is training facebook's machine learning to find you the right people because if somebody clicks on an ad that says get a calculator for three dollars they're obviously interested in calculators probably you never know people on the internet but what's going to happen is their pixel that pixel and facebook's algorithm is going to keep on looking now for more and more people like those that's what makes all this stuff work a little bit of logic who knew logic and math but you know what it leads to leads to money everybody loves that thanks so much for watching this triroas.org i think you'll love it take it easy