we want to start our marketing funnel from the very top people who've never heard of you before. So you're talking to totally cold audiences, getting them to be interested in what you have to sell for way too many businesses. It is impossible to try to sell on the first touch point and you are required to talk to these audiences multiple times to get them to buy from you. So what should the first ad look like? The first ad only has to accomplish one thing. Get people to understand why your product exists. So they're scrolling through their feed, minding their own business, checking out some cat videos and now they see your ad, what is going to get that person to stop and want to learn more about your business. So the first thing you have to do is tell them you understand the problem they are currently facing. You want your edge immediately say, I know what your problem is and tell them you've helped others with that solution. We don't want to try to push the solution on these people be...
cause they are simply not ready. So all you're trying to accomplish in this ad is showing people that you know, the problem they are facing and that you have a solution that can help them. So let's dig into what this ad should actually look like in order to make sure that they stop, they watch, they read and they want to learn more many advertisers suggest actually starting With a super short video to grab attention. But I think we should go in the exact opposite direction. Instead of trying to make a super short video to grab attention, create a slightly longer video. 4-6 minutes starting off by detailing the problem that these people are experiencing because if these people are actively interested in solving their problem, they will want to sit and watch more. Once someone is watched just one or two minutes of your video, you're able to create a retargeting ed, specifically those people who have watched several minutes of your red. So we want to start the ad off specifically talking about the pain these people are experiencing, dig in to what is so painful about the problem that they are having right now used words that make them remember the problem that they are currently experiencing now, once you've dug into the pain they're experiencing, you want to show them that you have empathy for the problem that they are facing. If people think that you're just easily going to solve the problem, they're not going to believe you because they know they've been facing this problem for so long. So you first want to take a step back and actually tell them you understand the pain they're going through this is a very hard thing to solve and then just hint to them that you've worked through this problem with many people and have found a solution that works for them. So this is the exact formula that you should be using for these videos for the awareness level. Just start off by telling them I understand your pain. This is a very serious problem that many people face and I have successfully helped many of these people solve this problem. So what ends up happening is these people will start seeing you over and over again. It will start to feel to them that everywhere they go, they're being retargeted with your ads. So you want to do is at the very last stage of your video, after you've told them the pain, you've shown them empathy, you've told them the solution, you want to show them why they should care about your product from here. These people are finally ready for Stage two of the funnel.