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Decrease Your Creative Costs by 50%+ With This Killer Content Strategy (Cody Iverson) (4)

04-08-2022 11:44 AM #1 vortex (Senior Moderator)
Decrease Your Creative Costs by 50%+ With This Killer Content Strategy (Cody Iverson)

>> DOWNLOAD the presentation slides here <<

Intro

With all the IOS14 changes, what used to work, no longer works.

You have to adapt if you want to continue to play the game.

Today's rules to survive and play the game require a high output volume content strategy.

Multiplying your winners is the name of the game.

And the best news of all? Winning is still easy. But you must adapt.

And this presentation will show you how.

Where Most People Are Now

-Everyone knows they should be launching more creative tests, to combat decreased sales and increased costs.

-Most people know what makes a good ad: A good hook + a good CTA. But there are WAY more elements than just the Hook and the CTA!

This Presentation Will Cover

-Modular Content

-High Volume Output

-Audit and Launch Strategy

We'll be filling in the question marks between the Hook and the CTA.

You've GOT to understand what's inside your ad, in order to recreate the success.

And here's how we get there:

Cheap Content vs. Modular Content

Don't use cheap content like what you can get from https://popularpays.com/.

Go with Modular Content - this is content that has multiple "modules" or elements, that can be mixed and matched and recombined to create different content variations.

Here's a comparison between cheap content and modular content:

Let's say your budget for content is $1000. On Popular Pays you can get 20 pieces of content at $50/ea. For the same $1000 you only get one piece of Modular Content.

After spending $1000 on ads in each scenario: Let's say your Popular Pays content each gets 5 conversions, 5 x 20 = 100 conversions in total. Let's assume the worst and just say your Modular Content bombs and only gets 10 conversions.

If the payout per conversion is $50, at this point your Popular Pays content would SEEM to come out ahead with a revenue of $3000, whereas your Modular Content would be at a net loss of -$1500.

The Modular Content is sounding pretty shitty, right?

HOWEVER - the scenario changes when you consider the fact that you can recombine your Modular Content into different ad variations, i.e. do multivariate split-testing with the ad elements.

E.g. Let's say your one piece of Modular Content consists of 15 elements. If you take just 5 of those elements and use each of them in 5 more ads, you'd now have a total of 5 x 5 = 25 new ads you can test. The 25 new ads plus your original piece of Modular Content is 26 pieces of content, which brings down your cost for content to $1000/26=$38, which is cheaper than the $50 at Popular Pays.

Take these new numbers and put them through the same calculations above, and the estimated profits for the Modular Content would come out ahead at $10,000, vs. $6000 for the Popular Pays content.

TL;DR: Modular Content is better than cheap content!

How Modular Content Works

This is where FEMSSA comes in.

The "F" in FEMSSA stands for "Framework". A framework is a repeatable, proven to be successful video style comprised of a specific series of elements. An example of a proven framework may be this: Hook -> Pain -> Product Demo -> Product Result -> Social Proof -> Wrap-Up -> Guarantees -> Offer.

(Note: I didn't get this image from the slides - I got it from Cody's Viscapmedia site here.)

The "E" in FEMSSA stands for "Elements". Elements are just the components you can use to build your videos - basically they're all the ingredients for your video recipe.

These are ALL the elements Cody has used to build 25-30+ proven frameworks that have delivered 6-7 figure results repeatedly.

The "M" in FEMSSA stands for "Modular". When you build content modularly, you can scale profitably, extend the life of your creatives and reduce the cost, do high-level multivariate split-testing that will allow you to see which elements are the most/least successful and thereby optimize your ads rapidly to maximize your RoAS.

The "SS" in FEMSSA stands for "Segments and Structures".

Use different hooks for each segment (TOFU vs. MOFU vs. BOFU)!

Match the different levels of awareness to each segment as in the diagram below.

The "A" in FEMSSA stands for "Auditing".

Step #1 : Examine all your existing ads, and separate your winners from losers.

Step #2 : Examine the winners to see what elements they have in common - those would be your winning elements.

Step #3 : Take inventory by recording the winning elements from step 2.

Step #4 : Plug-and-play - take these winning elements and create different combinations.

Even if you haven't been building ads modularly, you can still audit your existing ads in this way.

Hook Psychology

The most important element of an ad is the Hook.

How to increase the effectiveness of your hook to get better performance? 3 ways:

1)Visuals - You must capture people's attention with the visuals.

2)Copy - You must connect on an emotional level with the copy.

How to craft compelling copy:

-Always tap into people's primitive desires that we're all innately born with - the "Life Force 8": https://www.phoneburner.com/blog/how...etter-selling/

-Ask "Yes Questions" that people would say yes to 100% of the time - because people who say yes to each other are friends and friends buy from each other.

-Ask an intriguing question where people would think "hmm...I don't know...but I'm interested!"

3)Post-Production - You can use this as a secret weapon to increase the effectiveness of your hooks. You can multiply the impact through automation sequences. You can take these hooks and plug them into a premiere template which spits out 20 different hooks at a time.

Types of Post-Production:

-Video Manipulation. Manipulating the footage you've shot. e.g. Zoom in, zoom out, tilt, pan, boomerang, impact color grading (e.g. put on a gray-scale to show a location on the body where there's pain)

-Post Manipulation. Done from within your video editing software. e.g. Animations, alpha layers, transitions, masking - to add impact and keep people engaged. Best not to overdo by adding too many - can position at the start, middle and end of the video.

-Sound Design. Stuff like: Sound effects for impact. Music that conveys the emotions of the ad. E.g. Up tempo for positive, down tempo for negative.

Mouth Watering Hooks

Use these tactics to stop people from scrolling!

1)Shock & Awe - "Whoa that was cool! How DID they do that?" Trigger surprise and curiosity, and make it fun to watch.

2)Satisfying - "OMG I don't know why - but I just can't stop watching this!"

3)Amazing Demo - "Holy shit that's an incredible product! WAY better than what I got now!"

Lastly: I also found this article here on Cody's site that explains a lot of the same things that were talked about in the presentation - if you're interested in more details:

https://viscapmedia.com/tag/femssa/

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