This framework will help you create a minimalistic copy for your first (or next) ads campaign. If you work through it as you read, you’ll have a powerful hook and copy that will make do things for you.
after using this framework a couple of times already, I’m now able to apply this in coming up with my ads copy in just a few minutes.
This is super handy especially if you are not a copywriter or hate writing copy.
I’ve used examples from a particular type of ads on FB, called Lead Ads. But you can use this framework for any kind of ads on most platforms.
Every time you have an idea of a product or service, just run it through this framework and see how it sounds.
Now, before you run any ads or campaigns, even before you take any action on your new ideas (products, coaching programs, niches, etc.), you must create something I call…
The Three Sentence Persuasion Framework
You’re going to learn how you can persuade someone in three sentences or less.
In scientific terms, this framework will be your hypothesis that you’ll be testing with everything you’ll do from now on. (More on that later.)
Intuitively when we have a spark of new ideas, they’re mostly solutions to existing problems (or problems that never existed on a significant scale).
Because we have a natural bias to jump to conclusions, these solutions often miss on solving actual worthwhile problems.
Hence 90% of new startup ideas fail.
If you don’t believe me, go to producthunt.com (a discovery platform to find new software & tools) and you’ll quickly find that MORE than 90% of the tools don’t even need to exist.
A better way to think of new ideas is to look at problems.
If you can identify problems first and THEN go on to innovate a solution to that problem, then you’re better than that 90% of ideas that originated as solutions first (and then tried to find a problem that can be solved with them).
The problem is that this is not helpful either. Here’s why…
The perfect solution to any problem is ALWAYS situational. The circumstances of the problem dictate solutions.
For example, if you have a headache because your pillow is not supportive of your neck then your solution is to buy a supportive pillow.
But if you have a headache because you are stressed and overwhelmed by all the things around you, then you may need a coach, therapist, etc.
In both cases, your headache is exactly the same. The problem is “headache”. But the solution is different.
And that’s why even when you’re in the top 99% of people who are innovating, you are still among that 99% of ideas that are doomed to fail.
You may think then maybe you should begin with circumstances first. It’s better than the previous two, but still not there yet.
These circumstances change at different paces for different people. They also bring a different intensity of pain for different people.
It’s “the Person” that matters the most. It’s the Who and not what (“what” is how you differentiate yourself).
Therefore, the best way is, to start with the person you want to help first.
We’re always in some or the other transitions in our life, always trying to reach the next level of something (whether we realize it or not is a different thing).
Also, as coaches, we know that the most impactful way to work with a client is to help them on their rough journey through a transition, on their way to their transformation (the next level).
So instead of picking “a person” on its own, we begin with “a person in a specific transition”.
Here are more examples:
- “An Asian Professional (in America)” who is “trying to get a promotion”.
- “A coach” who is “trying to start her business online”.
Another way to look at it is that this transition is your ideal client’s obsession. When people say that they love challenges, they are imagining this transition and not real challenges.
What frustrates them is when there is “a challenge” that doesn’t let them reach the finish line and enjoy this obsession flawlessly.
Something that stops them from having a closure.
You ask yourself… when it comes to “the transition”, what is the single biggest challenge “the person” is facing right now?
For example, if I’m addressing coaches, then I’ll ask this: “When it comes to starting your coaching business online, what is the single biggest challenge you’re facing right now?”
Here are two more examples:
- For coaches, therapists, consultants: When it comes to getting clients from Facebook Ads, what is the single biggest challenge or frustration you’re struggling with right now?
- For Asian professionals: When it comes to getting a promotion, what is the single biggest challenge you’re facing right now?”
No matter what they answer, the answer to this question is “the problem” you’ve been looking for.
There are two ways to collect data that tells you the real problems your target audience have, and both involve asking your clients and potential clients:
- Surveys & interviews – I have separate training on how to do this while building your thought leadership in any niche.
- Prospecting calls – you are here so you can have your prospective clients have a call with you. That’s where you’ll get this data
Now you see why it was wrong to start your ideas with either problems or solutions. It’s because you’ll almost always miss out on the behind-the-scenes connections that create the circumstances.
This problem is the “hook” that’ll help your ideal client self select themselves.
Now the next thing you need to do is to find the result they are trying to get. This is the transformation they’re seeking.
Think of it like this:
Your client is “going through a transition”, so she can “have a transformation” in their life.
NOTE: Often your clients don’t know what their transformation is, and that’s OK because you do. Or you’ll figure it out.
Transformations and transitions are often interchangeable. But not for the same person at the same time.
Something that is a transformation for one person, could still be a transition for another. For example:
- Have a 6-Figure career in Corporate America
- Get your first paying client online
- Cross the earning milestone of your first $10k
- Build a 6-figure coaching business
If the above is seen as only actions (verbs), then they are transitions. If they’re the end of something (such as a way of thinking, or being), then they’re transformations.
To illustrate this, let’s have some more examples (transitions are underlined, and transformations are highlighted):
- “Asian Professional who is trying to get a promotion so she can have a 6-figure career in corporate America”.
- “Asian Professional who is trying to get a promotion so she can earn enough to buy her first Tesla car.”
- “Asian Professional who is trying to have a 6-figure career in corporate America, so she can live a lifestyle of financial abundance.
- “Asian Professional who is trying to have a 6-figure career in corporate America, so she can prove herself to her society that she’s something significant.
No matter how many of these ideas of transitions and transformation you’ll come up with today, you’re going to be surprised when you’ll discover wayyyyy better ones once your potential clients are on a call with you on initial consultations.
And that’s the key to testing your niche too with real people.
When you are on calls initially, all you’re researching is about their transitions, their transformations, and then presenting a custom solution.
If they buy, good. If not, then you carry on collecting these data points and refine your pitch using this Three Sentence Persuasion Framework.
One of the most viral speeches on the internet is “Start With Why” by Simon Sinek. Your client’s transformation is their “Why”.