Module 3 Lesson 1

PROFITABLE FB AD WRITING

“Reading Your Prospect’s Minds”

POINTS TO REMEMBER:
● You can never succeed in your marketing efforts without doing proper research.
● Take notes of what your ideal customers are actually saying… NOT what you think
they are saying.
● People will do anything for those who encourage their dreams, justify their failures,
allay their fears, confirm their suspicions and help them throw rocks at their
enemies.

Exercise:

Accomplish this Mind-Reading Checklist based on how it was explained in this lesson.
Keep your copy as you’ll need it in Module 5.

One One Target

Big
One Desire
Idea
One Solution

What are What are What are Who are What are What are
their their fears? their past their their their pains?
dreams? failures? enemies? suspicions?

Encourage Ease Justify Throw rocks Confirm Recognize

and Solve

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 Module 3 Lesson 1

PROFITABLE FB AD WRITING

“Gathering Data For Mind-Reading”

DATA SOURCES FOR MIND-READING YOUR PROSPECTS:

● Facebook (Groups, Pages, Other people’s walls)
● Testimonials
● Amazon Reviews
● Reddit or Quora
● Forums
● Deep Dive Survey

Exercise

1. To better understand your prospects, what are your typical go-to sources?

2. From the list above, begin exploring the ones that you are least accustomed with.
What are your discoveries about your prospects?

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 Module 3 Lesson 1

PROFITABLE FB AD WRITING

“Diving Deeper Inside Their Minds”

DEEP DIVE SURVEYS (DDS):

❏ Don’t go around asking people that you’ll conduct a survey. Rather ask:
● Can you help me?
● Can I get your advice?

COMPONENTS OF DDS:

1. Single Most Important Question (SMIQ)

● Don’t ask people what they want because they don’t know.
○ Better:
“When it comes to X, what’s your single, biggest challenge, question or
frustration?
○ Examples:
“When it comes to email marketing, what’s your single, biggest challenge,
question or frustration?
“When it comes to converting leads to students, what’s your single,
biggest challenge, question or frustration?
● Pay attention to the “exact words” people use to describe their challenges,
problems and frustration.
● Analyzing the SMIQ Responses
○ Many short answers = 80%
○ Few long answers (hyper-responses) = 20%
■ Remember to focus on this 20% because these are the ones in
pain.

2. Demographic (optional)
3. Contact Information

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 Module 3 Lesson 1

PROFITABLE FB AD WRITING

Exercise:

1. Practice creating 3 of your SMIQs (Single Most Important Question).

2. Don’t forget to consider your market and your offer.

TARGET MARKET:

OFFER:

SMIQ # 1:

SMIQ # 2:

SMIQ # 3:

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 Module 3 Lesson 1

PROFITABLE FB AD WRITING

“How To Write Copy From Your Data”

Exercise:

1. Pause the video and read the above Amazon review twice.
2. Take note of the phrases that you want to incorporate in your copywriting.
3. Create your own copy and compare it with the final example in the video.

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 Module 3 Lesson 1

PROFITABLE FB AD WRITING

KEY PHRASES AND STATEMENTS NOTED:

1. _________________________________________________________________________________

2. _________________________________________________________________________________

3. _________________________________________________________________________________

4. _________________________________________________________________________________

5. _________________________________________________________________________________

6. _________________________________________________________________________________

7. _________________________________________________________________________________

YOUR COPYWRITING DRAFT:

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 Module 3 Lesson 1

PROFITABLE FB AD WRITING

“8000% ROAS COFFEE CASE STUDY”

COFFEE AD BEFORE:
1. The graphic is decent.
2. Doesn’t resonate with the readers’ pains, fears or desires.
3. Doesn’t really make sense.
4. Target Market: UNKNOWN

COFFEE AD AFTER
1. Exploited the reader’s hidden fears
2. Illustrated what it’s like to own the product
3. Showed the reader’s hidden desires
4. Target Market: Completely Unaware

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