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The Subtle Art Of Profitable PPC Advertising

Revealed: How to Hyper-Profitably Transmute Your Ad Spend Into Massive Profits
by Seducing The Lizard Brain Of Your Prospects.
[Premium In-depth $39 Article, Now 100% Gratis…]


What you’re going to learn in this field guide is how to leverage advertising, specifically (PPC) pay-per-click advertising to drive windfalls of customers, revenue, and profit for your business.

Successful advertising comes down to the ability to influence and persuade ICE cold traffic to pull out their wallets, by hacking the code of human nature.

The biggest wake-up call for business owners and entrepreneurs is when they start their company, they start with the idea of “fulfilling the service or selling the products.”

The problem they soon face is that they are not only the business owner – but they are the salesperson, the problem solver, HR, the marketer, and the copywriter. Wearing all those hats and having to ask the question “
how do I get customers?

When I started personal training in 2012, I faced these exact problems myself. To my surprise, people didn’t just show up for PT, lol.

So as any other intelligent degenerate, I went DEEP down the rabbit hole. Used ol’ mate GoOgLe to search “how to get PT clients.” Resulting in an intensive period of 1.5 years that I’ve spent every second of my free time reading blogs, watching videos, and following courses on how to market and advertise.

One of my higher-end PT clients, who was a business owner, saw my clientele increase and asked me to try and do the same for his business.

The results were astonishing, tripling his revenue in less than two months (context: Facebook ads 2013-2014, €0.50 leads – ROAS 45.1, a term coined in late 2016 ‘Return on Ad Spend.’)

That guy referred me to his pals to do the same for them. For some reason, I liked to sit in front of a screen all day and quit PT to help businesses succeed with advertising and inbound marketing.


The most common problem I see with advertising, and marketing in general, is that Marketing professors don’t really teach applicable stuff to their students that are used in the real world (shocker!), and 90% of courses taught by experts and gurus have regurgitated surface and beginner-level information.

What does this all mean?

This is the reason when you hire a paid media team member or agency, they can maybe get you some leads, but they don’t understand the full customer acquisition path and how to optimize it to double or even triple your revenue.

If you want to learn and implement everything yourself, you’re sapping away your life energy and money on learning, internalizing the processes, then testing your advertising skills. Even if you become highly competent, you have to keep up with changes to ad platforms, new strategies, etc. You basically have a second job to being a CEO, owner, or entrepreneur.

I’m a bit biased, but the best way to understand and become competent is to follow the age-old practice of “the master/student” dynamic — the rule of 2. You’re watching over the shoulders of people who are specialized in real-time.

That’s how it works at GM, we help our clients understand and train them to do it themselves, so they are not dependent on us.

By learning everything on my own, testing, and seeing what works and what doesn’t, it comes down to “understanding human nature and behavior on a deeper level” and learning how to manipulate and move your prospects in the right direction.

I say manipulate because every form of selling is manipulation. However, if the ‘thing’ you’re selling truly benefits your customer and creates a win-win — it’s ethical.

Elite politicians, from the time of the Greeks and the Romans to today, knew how to herd people like cattle via manipulation and persuasion — deepening the influence they have to fill their pockets with coin.

Most of these politicians assisted in burning down their republics and empires to the ground in exchange for money.

If you like it or not, we all have a master manipulator in us. Our brain is selling us on sleeping in, not going to the gym, creating content, even eating simple processed foods that are bad for us, plus we’re selling people all the time in some fashion. We’re selling people on ‘the exchange of money for a service.’ Sometimes we’re selling our children to put on their f&*^% shoes or eat their greens. Other times we’re trying to sell our spouse on watching John Wick over keeping up with the Kardashians.

Manipulation and persuasion are “no go” words in society nowadays. It’s the go-to tool of political and cult leaders. It’s how Joseph Goebbels propagandized an entire country into mass formation psychosis and helped Hitler build his empire (and nearly succeeded in creating the Third Reich.)

Spoiler: It’s how the old priest in Game of Thrones gained power over queen Cersei.

On the other hand, it can also be used for good. It’s how Gandhi led the campaign for India’s independence from the Brits. It’s the tool Nelson Mandela used to lead the anti-apartheid revolution in South Africa.

Persuasion is the tool Martin Luther King Jr used in his civil rights movement to change modern times forever.

Persuasion itself is neither good nor bad. It is a tool you can learn to acquire whatever you want from life.


If you’re currently advertising and you don’t have an overarching measurable strategy that doesn’t bring in at least a 2:1 ROI, you’re at a massive disadvantage in the market.

Here’s why.

In short, The strategist will beat the tactician  — every single time.

Most advertisers. And that includes freelancers, business owners, entrepreneurs, and CMOs who are responsible for the advertising results of their companies, focus only on “the next shiny thing.”

The next Facebook ads tactic that’s supposed to sunder the earth, the heavens will part and golden coins are raining from the sky, and we’ll all be happy and rich.

Unfortunately, you can’t build or scale your business based on tactics. That’s a fool’s game. You’re going to be hopping from tactic to tactic indefinitely, without setting up those systems that can become the driving force to scale your business to multiple 7 or 8 figures.

A scalable company needs to have systems in place that allow
advertising to be hyper-profitable.

I believe that my core ‘power’ in business, or as the hippies call it the “zone of genius” is seeing the big picture and connecting that to short-term profits.

What does that mean?

As a strategist I reverse engineer the whole process and map out the complete customer acquisition path, then we build systems based on proven strategies that are going to increase sales, which is synonymous to revenue.

When the thesis is proven to convert, we can further optimize variables and contingencies to again double the amount of revenue from the same effort.

Speaking with clients… This is the sole reason, many people that read my stuff hire me for private consulting or as an outsourced CMO.

If you can spend $1,00 on advertising… and make $2.00 back, you are at a point
where you can infinitely keep doubling your investment.

When we look at 2:1 ratios from a $100 to $200 perspective, then PPC advertising looks like a waste of time…

It’s like investing $1,000 in your favorite crypto coin. Even if it goes up (“to the moon, baby!”) by 500% – You’ll make a 5:1 return, which is $5,000, nothing happens. Your life is not going to change significantly from making a measly $4,000…

$100,000 to $200,000 starts to look a bit more promising…(especially when we calculate in short-term time frames…)

Now imagine… Investing $2.5 Million in advertising and making $5 Million. That’s the power of online advertising.

Advertising on platforms like Google, Facebook, Instagram, Youtube, and TikTok –  is nothing like investing in stocks, bonds, crypto, and real estate.

Unlike investing in stocks and crypto, advertising online has an exponential growth factor. Let’s say you own a stock, that you’ve invested $25,000 in and it goes up by 25% each year…

Year 1: $31,250
Year 2: $39,062.50
Year 3: $48,828.12

In a span of 3 years, you haven’t even doubled your initial investment and like my previous point… is an extra 23K gonna be LIFE CHANGING?

I think not. If it was, you wouldn’t be reading this article anyway.

What is Joe Schmoe going to do with that money? Go on holiday, buy a new car, renovate his kitchen because his wife was nagging him – poof! Money gone.

Your advertising can become your “holy grail” to scaling business profits and wealth.

here’s how:

Imagine you’re generating 500 leads with a $1,000 ad budget. You spend $2 to acquire a lead, but each lead is worth $3.00 to your business on the front end.

Knowing that a lead is worth $3.00, now you can spend $3 per lead and increase your ad budget to $1,500.

It may seem unconventional but with that increased budget, you’re not actually going to pay $3 per lead, and you’re not just going to get 50% more leads. Instead of generating 500 leads, You’re getting 900. 

We call that sustainable scalability.

Each significant increase in your advertising budget is going to bring you more and better results IF your campaigns and Customer Conversion Path are optimized.

The reason for that increase is the more you spend, the bigger your reach is gonna be. More people are going to click, optin, and convert.

The only thing you have to do is swap the numbers in this example with your own numbers.

Here’s the opportunity.

Let’s say I’ve changed my mind and we are scaling Gladonmedia from a premium boutique agency to 8 figures within 3 years.

Over a period of 6 months, I’m gonna create and optimize a funnel and advertising system in place that is optimized to convert traffic into leads and nurture those leads to become agency clients.

I’m spending $30,000 on Facebook and Google ads per month, which is generating 3000 leads at $10 a pop.

Front end:
– 3000 people opted in to receive a lead magnet.
– 1500 Join the Warpath community (free)
– 400 buy my book for $29.
–  70 buy the order bump workshop $97.

Result: -$11,610 = $3.87 actual cost per lead.

With an effective front-end funnel, you can liquidate your ad costs, and maybe even make a profit. Meanwhile, we are segmenting leads and buyers into marketing buckets that help us to build a relationship, establish goodwill and nurture that relationship by creating conversations that match their state of awareness and behavior in the funnel.

– 1030 leads who have not progressed.
– 1500 in The WARPATH community.
– 400 who purchased my book.
– 70 bought the ROAS Clinic.

Each click or action is documented and followed up with through email marketing, phone, and retargeting ads. Meanwhile, they are exposed to top-of-the-funnel content.

– 5 become Initiate clients: $3,000/m (+10% of ad budget)
– 2 become platinum clients $10,000/m (+10% ROAS)

The Results:

  • $30,000 – $18390 = $11,610 ad spent / 3000 = $3.87 Cost Per Lead.
  • $11,610 / 7 (clients) = $1,658.57 spent to acquire a new agency client.
  • $35,000/m = $420,000 annual recurring revenue.

Bringing in $420,000 per month in potential ARR sounds average… however operating at 65% profit margins means $3,276,000 annual net profit.

Scaling a small ad agency like GM is hard. The biggest issue would be hiring, training, and company culture building.

Most prospects are not a good fit or don’t want to become a client, and even if they wanted, you cannot serve 100s of clients with a small team.

So I would create a “Do it yourself course” and sell it for like $997. With multiple cold traffic sources and warm audiences, it would be easy AF to help people that way.

[Note: These are just potential growth ranges from calculations that I’ve done if we were not a premium boutique agency. I’ve helped similar agencies and B2B clients achieve similar results as shown above.]

As you see, making offers on the back end is key to generating massive profits.

Companies that have highly profitable advertising strategies with clear ROI tracking will eat their competition alive. What’s equally as important is an irresistible offer that’s specifically created to crush it with paid traffic.

But, before we even start to think about creating an offer, as advertisers, we have to understand the market, and approach advertising with the correct mindset, to set ourselves up for success.

Cultivating a ‘Rainmakers’ Mindset

First, what is a rainmaker and how does my organization benefit from having one?

To conclude, a rainmaker is:

1. someone who makes a lot of money for a company or who helps someone or something to succeed.
2. someone who frequently brings in new business and generates leads for the company.

How do you leverage more sales, higher profits, and more freedom from simply adapting a new mindset? Hear me out because this one tweak can change your life.

For most businesses, advertising is like playing roulette in a casino. Sometimes you win, more often than not, you lose.

Instead of looking at paid media as gambling and hoping for the best, you have to look at it from a merging of two mindsets.

Merging the mindsets of investors and copywriters.

Both perspectives to business are requisites to hyper profitability.

Investors take a piece of the company to fund its growth. They usually help the founders out with their knowledge, network, and wisdom to grow the business.

Copywriters get hired to write persuasive texts that are used in letters, adverts, videos, and even movie scripts in a way that inflames and compels the reader to feel an emotion or take action.

From the POV of an investor, we’re looking to gain a return on our investment. That’s literally the definition of investing: “to put money into ventures with the expectation of achieving a profit.”

For copywriters, it’s quite simple. Copywriters aren’t married to their work. They don’t care how beautiful their work looks. The only thing that matters is “did my work bring in A. New leads; B. Sales and revenue for my client?”

If an optin page did not convert or a sales page didn’t work out, a copywriter goes straight back to the drawing board and adapts the copy without a second thought.

When we merge the two high-skill disciplines of copywriting and investing — you become a different beast. A Rainmaker.

Rainmakers are avatars of profit. Cash Alchemists. They can come into a company and shift their business from leaking cash and driving small trickles of sales and turning it around so it produces a consistent waterfall of customers and profit.

The way an investor looks at deals from a financial standpoint is how you want to look at your marketing and advertising.

“What are the costs up-front, what are the risks, and what are the potential gains in the short-term & the long-term”. Depending on the business model, you make both of them work for you.

Advertising is an investment — and the path to generating high rates of return is by smithing words together with creatives into content (messages) that trigger emotional responses in your potential customer and systematically guide them to the point where they pull the trigger and buy.

The Difference Between Good
Great Advertisers.

A great advertiser has a unique bag of tricks that works in his favor to drive profit. One of such tricks is choosing the right advertising strategy that complements the clients’ business model.

A good advertiser can steadily help you grow your business, generate some leads, and sales. But he isn’t going to be detrimental to scaling the company to the next level and assisting you in growing your personal wealth and achieving bigger goals.

Great advertisers are students of fiction, psychology, history, current events, and the market. They understand human behavior and historical patterns which they can connect to your market to seamlessly get desired responses.

There are three primary approaches to driving leads and customers with ads. The first is by simply putting money into the platform (i.e. Facebook or Google) and getting leads and sales back as cost-efficient as possible.

The second approach is by employing a break-even advertising strategy as we’ve used in the previous example. You bring in qualified leads for cheap, or even for free whilst identifying early buyers. It works by having an irresistible offer available that’s too good to be passed on. We call such an offer an S.L.O. (self-liquidating offer). A percentage of new leads will buy that product, and the money you make from these sales recuperate the money you spent on ads or even make you a profit.

The third approach is by employing a lost leader. You’re purposely losing money upfront, whilst making it back with higher margins further down the line. This strategy only works if you have the cash reserve to delay profits and know your actual numbers.

Long-Term Thinking x Short-Term Profits.

Who can spend the most to acquire a customer wins – Dan Kennedy.

This way of thinking can be interwoven with the buying behavior of your market, and how much you’re willing to spend to get a customer.

Some people are fast action takers and buy the same day.

Others have to sleep on it, need to learn more about your services, read testimonials; and take weeks or months before they decide to buy.

When you look at advertising through the eyes of an investor, you want to get immediate returns – the ‘buy now’ customers. They consist of around 3% of your total audience at any given point. Whilst securing long-term profit, nurturing the people who need time –  the ‘buy later’ customers. The other 97% are often neglected.

Having a strong marketing system that converts ‘buy now people’ quickly, and nurtures warm leads to consistently convert over weeks, months, or even years is a strong foundation to have.

Some people buy right after being introduced to you or your brand, others buy 14 days, 30, 90 days, 2 years down the line. While all of this is happening, you’re consistently generating more leads.

On the flipside. For how long are you comfortable before you get a return on your investment?

Look. The math is simple.

This is how you can play the game if you have high LTV’s ‘lifetime value per customer.’ Due to having a strong offer, a strong brand, and high capital, you can aggressively focus on generating as many customers as possible in a short period.

If your average LTV of a client is 20+ years. And it costs you $50 to get a new customer in the door, with an average transaction value of $250. It’s a no-brainer: spend $50 to get $250 – $50 (spend) = $200 in gross revenue.

100 sales per day = $20,000/day and $560,000 in revenue per month.

If you know you can spend $50 on ads to get a customer without fail. You can aggressively advertise by increasing your budget to get more customers with delayed profitability.

If a client is worth $250 per month to you, that’s $500 for the first 2 months, and $3000 a year.

don’t think “how affordable as possible can I get new clients”  …But “what can I spend to get a client, and profit later.”

Let’s say you spend $750 to get a client for $250/m, and your numbers show that an average client stays for 5 years.

and you know, that client will produce positive revenue in month 4. In month 2 you’re still down $250 …in month 3 you break even and in month 4, that client will make you $250 — 8 months later you’re up $2250.

But here is the secret

Over time, you create a cycle where your old clients will basically pay to recoup the ad spend of your new clients and simultaneously drive profit.

But, what if … besides your $250 per month, you offered an annual payment of $2850? This way the client gets a great deal and you produce an immediate return on your investment.

This is one of the aggressive strategies for scaling your
company with advertising.

Following this methodology, you can spend more than your competitors and ethically steal their customers! The only thing you have to do is adjust this method to your business model. You can aggressively target new segments of your market and rake in leads and customers.

This is the strategy top-performing organizations use to generate massive amounts of wealth for the business.

A portion of that can be redistributed back into ad spend to create a traffic life cycle, manufacturing a “profit oasis” — a never-ending source of traffic, leads, sales, and profits.

Now imagine if this business used a self-liquidating offer that eliminates a large portion of the $750 customer acquisition cost or has more products in their suite?

And we haven’t really gone into the deeper strategy of PPC advertising yet!

“But What About The Risk?”

Most people will say “but what about the risk?

The definition of Risk – “A situation involving exposure to danger.”

Growing up we expose ourselves to danger, we get hurt — mommy picks you up, kisses you, and tells you not to touch the stove again. This is valuable knowledge we’ve acquired to avoid the pain of touching the stove. Simple.

As toddlers, we learn to look to our left, right, and left again before crossing the road — you’re getting exposed to danger in a semi-controlled way. (semi-controlled, because every single car that passes by, the driver can make a split decision to go Carmageddon on your ass.)

What does this tell you about advertising? The risk of advertising comes from a lack of experience.

People take on high risks out of greed or fear. In this case, it’s the greed of making or keeping more money or the fear of losing it, just like investing.

As an advertiser, it’s your responsibility to control the risk. That’s what we call risk management. How much are you willing to spend to get a new customer?

That means when you spend a bit more on your ads, you don’t freak out. Keep it in a controlled environment, and monitor your results.

The difference between a good
and bad copywriter.

An investor’s and copywriter’s mindset are like a king and queen duality. While the first one is about smart, calculated thinking in regards to value and ROI. The other only cares about one thing — Driving direct results from your assets.

It may sound too simplistic, but when you look at how experienced entrepreneurs and CEOs look at their marketing, it’s often about making it look pretty versus making it convert.

All the marketing minutiae about how to create an ad, build a landing page, what headline to use, how the website looks … doesn’t matter if they do not turn visitors into leads and customers. Remember… tactics?

Bad copywriters focus on writing copy. “That was some great copy, let me buy this product,” said no one ever

A good copywriter stops the reader from scrolling and hooks the person by telling relevant stories and compelling them to act, by pushing the right emotional buttons at the right time.

Good copywriters practice the fundamentals of marketing and seek to understand their market from a deep psychological level, then they craft messages (ads) to gain attention from strangers — and convert those strangers into customers.

I’m gonna keep saying it. The second most important part of advertising (and marketing) is knowing your numbers. What’s measurable can be improved.

That’s why direct response marketing is so powerful, you can immediately start to test the market and gain instant feedback.

If you don’t know your numbers you’re flushing cold hard cash down the toilet. 

The Copywriting Trifecta:
1. Getting results – Bringing in leads, sales, and revenue. (not time on page, likes, and shares.)
2. Direct response advertising – Ads that call out your audience or have them self-identify with a problem to entice them to take action.
3. Knowing your numbers Success equals clarity, and clarity needs to be measured. Test, optimize, and test again.

Your Role x This Article: How Do I Get
The Most Out Of This Article?

You’re not reading this premium article for no reason. Depending on your role in the company you have goals, aspirations, and a big vision that you want to achieve. Those are achievable by understanding the underlying layers of society and human nature — then using that to your benefit in marketing and paid media…

Whether you’re writing advertisements or content pieces like this one — perhaps you often communicate with another person through the spoken word (I know, weird right?), one must keep Maslow’s Hierarchy of Needs — in the back of their mind.

I could go deeper on this topic by saying EVERY need or want we have can be summed up into our primal needs of survival and replication. But the most important aspect to S&R is Status.

Now, I could be at fault here and be a complete degenerate but after studying a wide variety of history and philosophy of most cultures and religions, and psychology for the majority of my life. I would say that survival and status rise over replication.

Status at each level of society gives privileges and power. The first goal of a hue-man is DO NOT DIE! (physiological/safety needs are met.)

Secondly, every human on the planet desires status more than the rest of the needs. Because status comes down to competitiveness and beating your competitors means you are of higher value than others. We’re all born the same, but we are not equal. Otherwise tribal leaders, kings, generals politicians, shamans, celebrities, and artists wouldn’t be revered across the human race.

Men seek status for power. Status provides a man with power, and power is used to gain followers, a societal higher-value perceptive mate for high-quality offspring. Status allows men to bring groups of people together or to cultivate warriors bands which they can lead into battle against an opposing group.

The highest forms of status a man can earn:
1. Legacy (Impact)
2. Power. (Influence)
3. Wealth (Freedom of choice, luxury).
4. Leader of the tribe. (respect of other men and social proof).
5. Beautiful wife, woman (or women) other men desire.
6. Healthy, strong offspring.

How can a man increase his status?
1. Genetics and Physiological prowess (You’re born with the first part, but can improve overall aesthetics, athleticism, and strength.)
2. Charisma & Attitude (can be developed).
3. Money & Wealth. (can also be developed)
4. Become someone others respect (Mastery — build a tribe).

Women seek status for different reasons than men. Women seek to align themselves with the highest possible value man they can get and stick to him for security and provision of the family so they can nurture the babies and grow a family.

(Edit: apparently I’m an idiot. Fem**sts complained lol, yes a woman can work wtf? Ignore them as usual.)

This is the reason why I’ve invested so much time in understanding how to grow a business beyond just marketing and advertising. Men seek to cement their legacies, most of our clients are men-led businesses who seek more than just generating leads and customers…

How does a man cement his legacy:
1. Create a ripple in the universe, Impact.
2. Generate wealth, Freedom.
3. Passing the torch to offspring, security of the bloodline.

So why am I explaining what drives men and women? Knowing these primal and instinctual drivers provides you with immense influence over people and how to stir their hearts.

Throughout history, Gods, great men and women have moved people through inspirational, motivational, and aspirational speeches, behaviors(follow the lead), and the written word.

What comes to mind is religion, its prophets and religious leaders, revolutionaries, generals, kings and queens… and more.

Our most basic instincts stem from the most ancient part of our brain, the primal lizard brain with the Amygdala in its center as the regulator of our emotions and behavior. It processes basic survival instincts such as fear — fight, flight, or freeze.

[Cool copywriting side note: When you write copy, it mostly revolves around speaking directly towards the reptilian brain of your reader.]

When we zoom back out of our primal needs and instincts, three core growth categories are the underlying drivers for the modern hue-man.

Health, Wealth, Relationships.

Everything we do in our lives is to mitigate risk or to enhance in these three categories in order to maximize our survival, status, and replication value.

– Going to the gym? Consciously eating good foods? That’s improving your health and physical appeal. Healthier hue-man = higher chance of survival and longer life + higher-quality mate = healthier & stronger offspring.
– Looking to increase your salary? Becoming a master at your craft? Starting a business? That’s improving your wealth.
– M
ore wealth = higher quality of life and a better chance at survival. More wealth provides freedom and control. More money provides higher value opportunities for you (replication), your family, and your offspring.
Want to learn how to talk to women? Learn to network? Make new friends? Communicate better with your spouse? That’s improving your relationships. Better relationships result in more social prowess = more charisma, more confidence = more choice in picking a mate + better at getting what you want (sales, influence, and persuasion) = better leader.

A bigger network in today’s world is the equivalent of a small tribe 40,000 years ago — and there we go. Survival, status, and replication.

When you create a strong tribe of your family, friends, network, clients, customers etcetera, combined with health and wealth — you’ll not only be a competent leader, you’ll be able to impact the world in the way you want to, and be compensated accordingly.

We can sum everything up in one word: Legacy.

So Mike, how does all of this apply to me?

These examples are to show you the reasons behind our actions, thoughts, and behaviors. The results your products and services deliver to people can be categorized into these three categories. Your job is to nail down why people buy your products, so you can convey what they want — and what they really want concisely.

If you’re selling makeup, you’re not really selling makeup, and you’re not just selling a better perception. You’re selling them on getting more attention and finding a spouse that’s a league above.

If you’re selling meal plans, you’re not selling a meal plan, and you’re not just selling people on enhancing their vitality and energy. You’re selling them on looking more healthy and attractive.

The second step to that is to ask yourself “Why?” When you’re able to answer that question — you’ll create a paradigm shift in your marketing.

Legacy means leaving something in this world after you’ve passed, otherwise we call that “Impact.” This either means some form of Mastery, Materials, or Achievements you’ve accumulated that will be spoken about for years to come…

An example of mastery: David Ogilvy and Eugene Schwartz in Advertising.
They have left some form of Mastery that can be studied and implemented by future copywriters and ad-men. The core principles these titans of advertising used are still super relevant… because human nature hasn’t changed at all.

What are you trying to master, what are your customers and clients trying to master?

An example of achievement: Alexander the Great, King David, and Ghengis Khan.
They have connected tribes and conquered large parts of the world, changing the world. David bested the Palestinian giant Goliath, with nothing more than a slingshot, he defeated enemy tribes and united his people to expand Judah (Israel.)

Alexander transformed his kingdom into an empire that stretched out to parts of India. A well-rounded man in all aspects of life. At one point the original soldiers and people from his kingdom mutinied — which resulted in an epic speech.

What are you trying to achieve, what are your dreams? What are the goals and dreams your customers want to achieve?

An example of material: King David left a kingdom and fortunes to his son, Solomon.
Solomon inherited his father’s kingdom and fortunes, which he used to rule, expand trade routes, and become the richest monarch to ever walk the face of the planet (even more $ than uncle Bezos).

Why do you want to build a business, make more profit, increase your income and wealth? What are the reasons your clients want to buy your product, and what are their aspirations to acquire material possessions and wealth?

The three core drivers could be expanded
by Maslow’s hierarchy.

(and yes, this is still about advertising… lol)

If you thoroughly study this section and apply it to your day-to-day environment, in your communication (your team), and your marketing (your potential customers) — you grow your business, have more freedom, make more money, and have more impact on the world.

Achieving one’s full potential (in your chosen fields).

When you break down self-actualization it starts with achieving some smaller goals that eventually manifest into gaining momentum to reach mastery. Become more than you can be.

Key: Be selfish first. Great leaders don’t eat last, that’s a farce. Great leaders eat first, but that doesn’t mean you need to be greedy. The lesson here is once you’ve got your basics covered and you’re on your way towards mastery — you reward your people ROYALLY. This way they’re all-in, and will fight for you and your organization!

The same goes for your customers. Provide value upfront without expecting something in return – and you’ll see that more people are going to buy from you.

Esteem needs.
Prestige (high-status), feeling accomplished.

The biggest driver in the trifecta of Health, Wealth, Relationships is prestige, and “the feeling of being better than someone else in that field,” because prestige is associated with choice and higher status. Our society is divided by levels of status, and in each level and occupation, we have new levels of status. Either orchestrated (pretending) or earned status.

Key: We are all in constant competition with each other. Keep moving forward in the aspects you want to grow in. An object in motion stays in motion – Newton’s first law. Beat your competition by relentlessly pursuing your goals, while mentoring the next generation.

Belongingness & Love.
Intimate relationships, friends.

Loneliness and insignificance within a tribe literally kills people. When we lived in tribes, abandonment equaled death. This is also why children who are bullied in school have higher suicide rates; as a side note they either grow up to have VERY THICK SKIN and become winners or end up completely f*cked up.

Key: Make sure that outside of work you’re growing your network, and building meaningful relationships with friends, family, and potential lovers.

Safety needs.
Personal security, resources, health.

Our most valuable resource aside from time is health and survival. We do that through our work to generate income. With that income, we can afford housing to protect us from the weather, and perhaps bandits. It also shows to potential partners that you’re stable and a worthy investment for offspring.

Key: Use your income wisely. Invest in strong assets, so you aren’t forced to work as hard when you’re at an older age.

Physiological needs.
Nutrition, clothing, reproduction.

Physical health is a key factor to gaining all the above. No one wants to change places with a fat old billionaire unless they are fat too. People will automatically perceive you as higher value when you smile, look strong and confident, with a good posture.

Key: Dress the part, eat healthy foods and join a gym.

Now all these things can be applied to our customers and clients, but more importantly, they can be applied to ourselves.


Your products and services help your customers move away from pain and towards pleasure. The reason why we’ve covered all this before getting into advertising is that you need to understand the nuances of human behavior to drive significant results.

I could’ve written an article about “8 steps to write good ads” and shown you the theory of how to assemble an ad. However, so much more goes into effectively advertising to get attention and turn that into money.

Everyone can create an ad campaign on Google or Facebook. The problem for the average advertiser is that they don’t know how to convert traffic, because they are sending all the traffic they get, straight to a home page filled with distractions. And most advertisers are not tracking their results, hence they have no clue if their campaign is making them money.

I’ve consulted with so many businesses who are spending $10,000 – $30,000 a month on Google search ads and found out that they dump every single keyword in one ad group. You don’t know which keywords are driving the highest amount of traffic, and your campaigns are not separated into intent-based angles. Meaning you are sending EVERYONE to the same page. What we usually find is that they are spending all that money, but drive 20% to 110% of that budget in revenue — either losing 80% of the money spent or making 10% of that budget back.

Your customers want to move away from pain and towards pleasure. But we have to keep in mind what we’ve learned earlier to write strong copy that HOOKS their attention, have them read your ads, and compel them to take the action you want them to take.

Remember the amygdala regulates our emotions and how we behave. Depending on where your potential customers are you have to weigh in how they will react to your ad.

Cold traffic that doesn’t know and trust your brand can react in various ways to your big idea headline or claim that you’re making.

Flight – Is your ad going to cause them to scroll past your ad because they don’t believe it or don’t want to see the solution or face the problem they know that they already have?
Fight – troll your page and call you a fake or a scammer.
Freeze – don’t act at all. They get anxious when reading your ad. Usually when overweight people read ads about getting fit or poor people reading about career success and money-making ads.
Act – Inspired to read the ad. The headline resonated and piqued their interest. The body copy spoke directly to that person and they decided to click.

Before writing the ads we develop our audience so we can reverse engineer their motives and behaviors down to simple avatars.

If you know your target audience to the tee, you can connect those motives to the right stage of awareness and write ad copy that directly speaks to that audiences’ core motives and desires.

Stages of awareness: 

  1. They are not aware.
  2. They are problem aware.
  3. They are problem and solution aware.
  4. Problem and solution aware, product aware.
  5. Most Aware.

The way you speak to someone that isn’t aware they have a problem or need for your product/service is different from someone who actively feels that pain or desire to move from pain and towards pleasure.

What are your potential customers’ motives before buying your product? Everything we do in life is a result of a preceded motive to “act”.

What are their motives?

  • The desire for power.
  • The desire for freedom.
  • The desire for self-expression.
  • The desire for sex.
  • The desire for love.
  • The desire for revenge.

Advertising on steroids is when you influence your target audience contextually to their state of awareness – then enter the conversation already occurring in their mind.

All these motives are tied to our previous explorations of the mind and behavior. What are some of the motives your customers have before buying your product, and how can you implement these motives into stories, content, and advertisements to hook their attention with hyper-relevant messages?

When you apply this in your marketing, your opportunities are endless.

Understanding Your Customers Better Than They Understand Themselves.

You’ve just received a masterclass on persuasion and human nature. The how and why of what drives homo sapiens.

Your success in advertising is directly proportionate to your ability to analyze the market. You need to segment each state of awareness and create ad angles that establish conversations with the prospect in that state.

The second step is to find a starving crowd for your offers and get “into the minds and hearts” of your customer. I find this the most boring part, but it’s a necessary evil if you want to make money. because it’s going to be a key driver for your business. Not just for advertising, but in creating content and sales as well.

You have to go deep into your customer, sounds kinda kinky to be honest. Maybe you’re into that stuff, I don’t judge.

but I’m speaking of metaphorically getting into the customer.

We have to understand what it’s like to walk in their shoes. Imagine if government officials actually knew what it’s like to run a real company, how would that change the world?

The goal we want to achieve before we’re persuading and selling someone, we have to understand them better than they do themselves.

Client Avatar Development:

  1. What are their aspirations, dreams, desires, and goals?
  2. What keeps them awake at night?
  3. What are their pains and fears?
  4. What are their daily frustrations?
  5. What are they angry about or who are they angry at?
  6. What is their personality type like? (analytical, emotional, introvert, extrovert?) 
  7. What are the biases in your market to making decisions?
  8. Does your market have its own Lingo?
  9. What are the current trends in the market from a customer PoV?
  10. What are the current trends and events that keep showing up in their life?
  11. Who is selling a similar product to them, and what is their approach?
  12. Who has tried selling them something similar and failed at it?
  13. Why should they choose your product?
  14. How does your product benefit them? (what are the benefits & features)
  15. What are their top priorities in life and business?
  16. What are their needs? (the real solution your product provides)
  17. What are their wants? (what they think they need)
  18. What are the roles they want to play in life?
  19. What are their current beliefs, opinions, attitudes, biases?
  20. What do they need to believe before buying your “stuff?”

What do they truly (secretly) desire the most? What would life be like if they won the lottery? — what would their life look like owning your product?

How would they act if they didn’t care about the judgment of others?

The first job we have as advertisers is to categorize all these questions into a single 3-dimensional client avatar. We look for already existing mass desires and paste our ads, messages, and products on the backs of these desires.

There is one more important question that is going to tie it all together… that is…

***“Can they afford your product or service?”***

It doesn’t matter how deep you go into developing your ideal client avatar, if they can’t afford your products or services you’re wasting your time.

Your Business is The Vehicle.

If you’re reading this, I know you’re not delusional. The reason we work is out of love and/or necessity of providing for our family and using the excess cash to create memories and attain status. If you own the business, you treat it like your baby. Unless you provide the best workspace, your employees only work because they want to get paid.

Yourself as much as your staff and team members work to achieve their goals that can mostly be acquired with money.

This applies to our customers and clients as well!

Everyone is on a path — which we’ll call ‘journey’ for the sake of marketing relevance. Each person is actually on multiple journeys in each category of growth. To move towards pleasure, and away from pain.

You’ve just learned how to develop your market. Your marketing and advertising system is the vehicle that leads your market from A to Z. People who don’t know you but need your product — to buyers.

Your organization’s product or service can be categorized in helping your customers to get ‘something’ tangible or intangible that will either move them away from pain, or towards pleasure in Health, Wealth, and Relationships.

  • Your product helps them actualize, think of mentorship, books, and self-study courses.
  • Your product helps them gain prestige, think of Philip Plein clothes, Big TV, BMW, Rolex, Tesla…
  • Your service/product helps them accomplish a goal… think fitness program, personal training…
  • Your service helps them gain more customers and money, think ad agencies… (*Kuch* shameless plug)
  • Your product or service increases safety and security, think CCTV cameras, fire alarms, condoms, safety boots…
  • Your product brings people together, think of restaurants, events.
  • Your product helps people find a partner, think dating help, clothes store, hair products, make-up…
  • Your product is a basic need, like food, makeup, hair products, skincare (also clothes), etc.

Which of the 3 growth desires is your customer trying to achieve with your product?

When we think of the word ‘journey’ — I can say for everyone reading this, that our minds immediately think of a start (beginning) and an end (finish line).

Every single day,  new hue-mans set out on the journey to become or get ___(fill in the blanks).

That also means… that each day people progress across this journey, so if we could take an eagle’s point of view over a specific journey — we could see millions of people going through the checkpoints and reaching the finish line.

Your business has a value journey for your clients, it’s the customer experience named “Customer acquisition Journey.”

The reason why I’m going really in-depth here is that even though many people in your audience are on the same journey, they don’t share the same issues and all have their unique needs and wants.

So what do most businesses do when they advertise? They run the same ads to everyone across the stages of awareness.

That doesn’t work. Each campaign should be targeting a specific audience in each stage.

Each stage along your customer acquisition journey is separated by sophistication. A headline, ad, or piece of content has immense interest on one side of your markets’ stage of awareness but won’t work once they move to a new stage of awareness.


A potential customer that has already done her research, knows what she wants, knows the price, and trusts your brand — should not be shown ads to compare prices, she wants to buy or is waiting for a special offer.

As businesses, we have to create advertising campaigns and content that directly speaks to our potential customers in the right phase and at the right time.

The ability to advertise with royal profitability — is the single greatest equalizer you can use to secure your legacy, personal goals, professional goals and generate massive profits for your organization.

‘Doing’ PPC Advertising Right.

PPC advertising is the way to generate a massive influx of new traffic and leads for your business, near immediately. It’s a hyper-targeted, ROI-driven approach for reaching your potential customers in every stage of the funnel and moving them from one stage to the next.

Before you start creating your advertisements you have to establish who your target audience is, your offer, and the message to move that audience.

And here we intertwine human nature with advertising. Direct response advertising is the single most powerful advertising method to grow your business.

The way we manage paid media for clients is to use the A.I.D.A. principle in ad campaigns, for every ad type. (and advise them to use that same method for their content relevant to the state of awareness and stage of the funnel they are in.

A.I.D.A. – Attention, Interest, Desire, Action.
Attention – Hook their Attention. (get them to stop scrolling)
Interest – Pique Their Interest. (Get them to read the ad or watch the video)
Desire – Spike emotion (stories), or state with logic (educate)
Action – Offer (what should they do next?)

Following this principle, you have the tools to speak directly to the primal brain of your prospect and hook them in with different angles of approach.

Based approaches:
–  Fear-based.
– Desire-based.
– Anger/revenge-based.
– Want-based.

You can create ads based on different angles. You can convey the same message with either a fear-based ad that tells them they are missing out or a revenge-based ad, where you tell them how your offer can help them “show their enemies them how it truly is.”

The overarching theme to advertising is to reduce or eliminate friction between your message, brand, and offer with the potential customer’s state of mind.

In marketing, we call this message to market match. Relevancy.

We’ve covered this earlier, but In other words, relevancy means that you share the right message to the right person, at the right time.

It’s completely relevant to their situation so they keep reading, and maybe take action. This way of advertising benefits your audience, and in return, you’re investing less per view or click and ranking higher in the auction.

While we’re getting their attention, we’re also positioning our brand in front of them at the right time to establish a bonding process and lead them through each stage of awareness.

People are either actively searching for a solution or product, or you have to interrupt their day to get their attention while scrolling a feed or watching a video

That’s why your campaigns should be based on a curated strategy that’s divided by TOFU, MOFU, BOFU.
Your whole business ecosystem that consists of audiences, fans, followers, customers, and community falls into these three categories.

TOFU Advertising – “Top of Funnel”
Awareness stage: Unaware or aware.
These people are either unaware or aware that they have a problem and seeking a solution. They are in a phase of trying to understand that problem or are unsure why they are experiencing the pain.

What: Audience building advertising.
Your ads should be targeting specific ICE cold or cold audiences and getting them into your marketing ecosystem.
– Educate, Entertain, Demonstrate.
– Minimum commitment content. ( short-form posts, ad-articles, videos)

Goal: Attract potential customers, build audiences.

MOFU Advertising – “Middle of Funnel”
Awareness stage: Solution aware, product aware.

In the MOFU stage, you’re leading two types of warm audiences. People who are in your custom audiences but haven’t opted in yet, and the ones who did. In this stage, people are showing interest in learning more or considering buying.

What: Lead generation advertising:
These types of ads should be focused on generating leads. We do that by offering a lead magnet to warmed up audiences from the TOFU stage.
– Inspire them and offer a lead magnet.
– Retarget people who don’t commit to opting in with a 12-day sequence.
– If a lead magnet or offer has a high conversion rate, we test run cold audiences.

Depending on your business model, you can make low commitment offers to recoup your ad spend and segment fast action takers.

Once people have opted in, we want to cultivate a relationship and establish goodwill while moving them to the “consideration stage,” and we do that with nurturing ads.

What: Lead nurturing retargeting:
Now they are deeper into your ecosystem. Our job is to indoctrinate and inspire them to change by helping them go through a methodology they can believe. We use retargeting ads that slap away skepticism by demonstrating we can help them and who we’ve done it for.
– Educate, stress the pain/problem.
– Entertain them with stories, social proof, proof of concept.
– Demonstrate the solution and reinforce the benefits, pre-handle objections.
– Instill the beliefs that they need before purchasing.

Goal: In MOFU we’re actively collecting leads and data (email/name/phone), cultivating a relationship, and converting them into a buyer.

BOFU Advertising – “Bottom of Funnel”
Awareness stage: Most aware.
People in the BOFU stage are ready to take action. They’ve demonstrated that you’re the trusted authority and you just have to nudge them with the right angle or offer to get them off the fence.

What: Sales oriented Advertising:
– Make an offer
– Attend a webinar.
Educate them around their objections to buying
– request to call or be called.
– Schedule a call/demo/meeting, or request a quote.
Purchase your product.
– Ads to a product with a special offer/urgency.

Goal: stay top-of-mind and convert them into a customer.

Side note: your current customers and repeat customers are also in the BOFU stage.

Your funnel is a conversion machine that consists of pages, content, and automation that guide potential customers to take a new action and move them to the next stage of the customer journey.


  • Watch your Instagram story.
  • Like a Twitter post.
  • Read an article.
  • Watch a video.
  • Ads to ice-cold audiences who are unaware.
  • Ads to cold audiences who are aware.


  • Download a PDF guide.
  • Claim a Free 15% off coupon code.
  • Subscribes to an email newsletter
  • Participates in a 7-day challenge
  • Ads to warm audiences to educate and nurture on-platform or website.
  • Ads to warm audiences to take action or purchase.


  • Registers for a webinar.
  • Buys from the sales page.
  • Book an appointment.
  • Ads to hot audiences that make offers.
  • Ads to hot audiences that deal with objections, or show proof of concept, social proof.
  • Ads to hot audiences to boost loyalty and community

But here’s the cool part.

Not very long ago everyone and their dog said to “build an email list.” Nowadays you’re also list-building on advertising platforms like Facebook and Google.

We call these custom audiences. You can create these retargetable custom audiences through all these steps we’ve previously covered for pennies with PPC advertising.

You can custom curate the entire customer acquisition journey to generate highly qualified leads, and convert them into customers.

But wait! There’s more…

Most of your customers that come to your business come from the TOFU or BOFU stages.

You should consider that some people are just ready to buy on the spot. Although a small percentage, you should allow them to fast-track. You do this by making soft offers throughout your curated customer acquisition journey.

WIN On One Platform,
Stack Cash and Repeat.

People who are starting with advertising are usually overwhelmed by all the options. You can do Facebook ads, Google ads, Pinterest, Twitch, Reddit, ads on podcasts — you name it.

The best piece of advice I can give you is to start with ONE platform. Win on that platform. Stack cash and repeat on another platform. I suggest starting with Facebook, or Google if you already have consistent organic traffic.

Start with the hot market: “Ready to buy prospects”

  1. 1 traffic source (Facebook)
  2. 1 Funnel
  3. 1 Client avatar.
  4. 1 Lead magnet. (one SLO)
  5. 1 Follow up campaign (email/retargeting)
  6. 1 Core offer.

If you’re starting with Facebook ads as your primary source of traffic, start advertising to the hot market. These are the people who are the most aware, you only have to establish a relationship and make offers.

It sounds counterintuitive but if you don’t have an audience, start hitting everyone. This means you’re creating 2-3 video ads and/or written content ads (like an article) and showing it to ice-cold strangers.

Your goal is to familiarize strangers with your brand and warm them up. then make soft offers at the end of your content.

How does this work?

You establish those things by frequently providing relevant value. You create video ads of 2-8 minutes where you ‘edutain’ them.

You’re educating them based on the problem they are having and helping them solve it, whilst telling a story.

Step 1: The ad should hook them and pre-frame who you are and tell them what they’re gonna get in the first 5 seconds. (tested to be the best.)

Step 2: you want to introduce them to “your world.” Meaning indoctrinating and cultivating a relationship based on authority, know, like, and trust.

Over time, they might even start using your words, and adopt your beliefs and behavior. That’s the power of indoctrination.

Step 3: From the 2nd or third video on, You’ve provided them with high value in advance… Now we’re just smoothly adding in soft pitches at the end of the video. “If you liked this video, I might have something else that you’d like… Click below to…”

Meanwhile, while you’re getting results with those types of advertisements, you’re building audiences, creating a funnel, and a lead magnet.

Which allows you to ingrain yourself further in the platform. When people land on your pages you can retarget them with different content and bring them back to that page to complete their action.

Now you can also begin running retargeting ads on the Google Display Network and Youtube to start becoming omnipresent.

When you have all that juicy stuff working, it’s time to get into a scaling phase. You’ve tested and validated your funnel to convert, you know your numbers – so start creating more content and campaigns to approach the market from different angles.

The Goal Of An Ad.

The ultimate goal of an ad is to get the click.

Your creative, ad copy and offer must convey why (AIDA) they should click on your ad and take the specific action that you want them to take on the next page.

Many cold ads that we see are in la-la land. They try to directly sell with INSANE CLAIMS.

Sometimes we want a prospect to view an ad. Also called video views. This way we can create custom audiences based on how long someone has watched that video, and show them more content later… to warm them up to our brand and cultivate a relationship.

A single great ad has the power to transform your business from where it’s at to 10X the revenue. We’ll call that a unicorn. However, it takes a long time of testing and feeling the market to manufacture an ad that gets those types of results. Results are not typical.

How to write great ads.

It’s no surprise that 2/3rd of this article was highly concentrated on psychology, human nature, and understanding your market. This way we can seamlessly reverse engineer the whole process into a simple and easy step-by-step plan.

Before you even start writing or filming your advertisement you should have created your avatars, have a validated offer, and a relevant message that’s like crack to them.

Step 1: Know the market. (covered!)
Step 2: Irresistible offer.
Step 3: Message to market match.

Step 2: Irresistible offer.

Look, you can write the best ad in the world, but if your market does not want your offer, you’re wasting money

Without going too much in detail into creating an irresistible offer, I’m going to give you a quick overview. An irresistible offer is like the donkey chasing the carrot on a stick for your business — the right offer has the potential to exponentially grow your business.

The benefits of an I.O. are, higher conversions, higher lifetime values, more referrals, lower CPA, and the ability to spend more to acquire a customer.

The offer doesn’t always mean asking people to buy stuff. Lead magnets are offers too! What is something your market desires so much to learn, use, test, figure out, etc… that they are willing to part ways with their name and email address? Maybe even want to DM or message your socials to get it? Maybe give their phone number or their firstborn… The more irresistible it is, the more they’re willing to give in exchange.

Really take your time constructing it and nail down how it helps your customers go from pain to pleasure in the areas they want to grow in.

In my opinion, the best way to construct an irresistible offer is to take an existing offer that is already killing it and stacking multiple benefits on top of that.

If you don’t have one, come up with multiple offers, test them to the market – then make them irresistible to boost your conversions and sales.

The way I perceive an irresistible offer is like this. What hoops would a junkie jump through to get free crack? (spoiler, nearly everything.)

If it was free, would everyone line up to get it? That’s an irresistible offer.

Examples of irresistible offers are new releases of popular tech products. Ps4, Ps5, iPhone, Nike, graphic cards, etc.

If you ask an obese person to run 2 Kilometers for $10… That person would tell you to go f*ck yourself. But if you increase that offer to $1,000 — that mf starts running.

Many of my previous gym clients have offered big money prizes ($3K or a car) to people that have lost the most weight or improved their physique the most.  Who would not want to change their body, change their lifestyle, and feel amazing while having a chance of winning cash in the process? That’s an irresistible offer.

Now we arrive at the value equation:

  1. What is their desired outcome? (what is their hidden desire?)
  2. What is the problem or pain your offer solves?
  3. The belief that it can work… for them and they can have said outcome?
  4. Perceived commitment, effort & sacrifice: What do they need to do in order to fix the problem?
  5. Time and speed to reach that goal?
  6. What do they think they need?
  7. What do they want?

One big secret to creating an irresistible offer is connecting their desired outcome, to what they want or think that they need. Then give them what they need.

Example case:
Our clients think they need (desire) high-performing Facebook ads to scale their business. 

  • Desire: Get more leads, customers, and revenue using Facebook ads.
  • Desire: Grow their following and increase brand awareness.
  • Desire: Make more money.
  • Hidden desire: So they don’t have to hustle and work as hard to get new clients and spend more time with their family or on high-impact tasks.
  • Hidden desire: Spend more time on their hobbies.
  • Hidden desire: Gain status and earn respect from peers within the same industry and from people who practice the same hobby.
  • Hidden desire: Completely demolish their friends and peers in said hobby.
  • Problem: They don’t get the results from Facebook ads as they’d like.
  • Problem: They don’t know how to run ads.
  • Pain: Their primary fear is spending too much on ads without a clear ROI.
  • Solution: Full-funnel ROI-driven advertising. More results, more ROI.

Tip: Frame primary benefits with status gained and if they fail as status lost (desire, fear & dread).


  • Add urgency to your offer.
  • Mix in 1 or multiple strong guarantees.
  • Show Social proof.
  • Show why you’re an Authority.

Step 3: Message to market match.

This is your ad. (In fact, we can see the “message” as every piece of content you put out in the world. It can be an email, direct mail, Instagram post, Youtube video, and more.)

Before you write your advertisement you need to know for what type of person you are writing the ad for and in which stage of market sophistication and the client acquisition journey they are in.

It all starts with being relevant to the audience.

Your ad should quickly grab attention and then enter the conversation already occurring in their mind.

Relevancy results in an ‘outcome trifecta’ of increased brand awareness in the market, high social engagement (likes, shares, and comments), and increased results – views, clicks, and conversions.

A great ad Hooks the prospect in with a personalized ‘big idea’ headline that’s either focused on skepticism or mass-market desire.

A skepticism leading Hook causes them to put up their BS shields. A “
too good to be true” headline and intro that piques their curiosity enough to start reading or watching…

Then you address that skepticism in your ad with logical statements that concurrently hypes them up emotionally.

The second form focuses on mass-market desire in a way that hasn’t been done yet. Everyone can say “get more [result].” The next person inflates the [result].

Market sophistication and desire barrier to entry.

The big premise is showing them “WIIFM.” How can you convey “what’s in it for me” and compel them to read and click your ad in a way they haven’t seen before?

What usually happens in a market is that everyone starts copying each other’s headlines — which results in your audience becoming sophisticated to that type of message, otherwise called ‘tone-deaf.’

There are 5 stages of sophistication of your market.

  1. First in. “How to get 5 clients in one month.”
  2. Second in. “How to get 15 clients in 14-days.”
  3. Third stage. The market becomes tone-deaf to the messaging. They are disappointed in not getting the results. Simple exaggeration will not work anymore.
  4. Fourth stage. The market gets tired of hearing the same stuff. You need to add more benefits than your competitor and insert a premise and unique mechanism in your message or offer. “Most businesses struggle to generate leads, that’s because of XYZ. We’ve found a way “How to get 10 clients in 14-days by using the Facebook ads oasis accelerator.
  5. Call out your prospect via avatar identification. 

When you start advertising, find and test your ad with unique angles. Show them what they want, give them what they need. 

Elements of a great ad:
Element #1: Personalized “Crack junky” Headline.
Element #2: The “Big Promise”
Element #3: Soft above the fold “Call to Action”
Element #4 The Image.
Element #5: The Irresistible Offer.
Element #6: Cliffhanger
Element #7:  Trailblazer Call to Action.

Element #1: Personalized “Crack junky” Headline.
A connecting statement or question that calls out and speaks directly to your audience, followed up by the big promise.

Element #2: The “Big Promise.”
The story. What do they get, plus the key benefit(s)?

– The story can be motivational, inspirational, and aspirational. It can be based on fear, desire – risk/loss/gain etc. TEST!
– Pre-frame the audience. Who you are, what happens next, future pacing, metaphors.
– Insert urgency, instant gratification, status.

Element #3: Soft above the fold “Intrigue or Call to Action.”
Tell them what to do next and where they can get your I.O. This is an above-the-fold CTA or intrigue sentence… “See more.”
– Download your free Tea guide here  [link.]
– Here is everything you get:… See more.

Element #4 The Image.
This can be an image or a video.

The image should grab attention and include a pattern interrupt native to the advertising platform while conveying the story.

If it is a video, create a Hook piece (a second headline covering a big benefit) above the video. And create subtitles because most people watch videos on Facebook (sometimes YT) with their sound off!

Element #5: The Irresistible Offer.
This part of your ad tells them the type of offer, what offer they can get, and list the key benefits.

Element #6: The Cliffhanger.
An intriguing incomplete sentence. This is a statement that supports the big promise including a soft benefit.

Element #7:  Trailblazer Call to Action.
This is the last call to action. It should show them to which website they are going and why they should act now.

How to assemble great headlines.

Before writing down a headline, you have to research what’s going to hook your ideal customer to start reading your ad.

A great way to research headlines is to go to and find products or books in your niche. Read the reviews, headlines, and summaries.

Another approach is to subscribe to gossip magazines. For example, if you’re in the health industry. Subscribe to shitzines like Men’s Health or Women’s Health.

Write down your findings and start weaving words together. Don’t stop until you have 10-20 headlines.

When you have 20 headlines, try to mix and match a bit, then take your 6 best headlines. Look for angles or ways to make them more unique and test your headlines to the market.

Writing body copy.

A great ad should educate the reader on the offer. This offer can be a product, a lead magnet, a free trial. It’s less about what they are going to get, it’s about the benefits they are going to get and how it is going to help them move away from pain and towards pleasure.

Where great copywriters separate themselves from the rest is they write stories relatable to the reader – “waking them up.” Great ads don’t just educate, they inspire change, instill belief, and motivate the reader to take the desired action.

There is only one good way to become great at writing ads and copy in general. That is to start writing.

While you are learning the craft, you invest in books on copywriting, maybe follow some courses and keep practicing what you’ve learned.

Another trick on learning to write copy is by reading fiction books, lol. Learning how fiction writers evoke emotions in the reader and weave individual character arcs into the plotline. It’s a great skill to cultivate.

BEWARE: Twilight Appeal

This one simple approach can drastically increase your CTR. Before you hit the publish button on your ad campaign, keep in mind of ‘the twilight appeal’ and double-check your copy and landing page.

What is twilight appeal?

Twilight is the period of the evening between daylight and darkness. A different world — the separator of two opposites.

Twilight appeal means that your angle of advertising can get two completely different responses from the same audience.

Each market and niche consists of audiences. Those audiences can be splintered or segmented into their own needs and desires.

These splinters can be targeted differently based on demographics, sociology, and core desires of that splinter market.

Here’s how that looks

For example, you’re operating in the weight loss niche. A wide niche.

And let’s say you own a supplement store that’s focused on weight loss and organic healthy greens supplements (those disgusting but super healthy green shakes).

Arguably, both assist in weight loss. The audience wants to be more healthy, lose fat, and look more appealing with the underlying benefit of a potential longer life span.

Sounds like a win to me.

One part of your audience will respond to your weight loss supplements while the other part ignores it and vice versa.


Because ad copy that appeals to weight loss completely falls apart when you apply it to health supplements — even if both advertisements reach the exact same audience.

This is why one must approach PPC advertising and marketing in general in the form of selling fruit baskets.

That looks something like this …your fruit basket is your core offer that usually consists of smaller components and benefits, the benefits are the individual fruits like mangoes, bananas, and grapes.

One segment of your audience loves mangoes, but dislikes bananas — so the lead benefit to get them to buy your fruit basket is with mangoes.

That applies to the other fruits (benefits) as well.

So the way you drive attention for your brand and products is by creating ads and content around these individual pieces first.

It’s like going fishing with multiple nets and poles.

How to Create a Perpetual Highly
Profitable Advertising System.

Successful advertising to its core is “buying attention on sale.” In today’s world, we have measurable and (inexpensive) instant access to the people we want to help and sell our stuff to.

In the pre-internet days, we (advertisers) had to buy lists from list brokers or large companies, write the ad, work with a mail company to mail out to the list, have people snip out the order form and send it back to your company.)

(THIS STILL WORKS!) just now you make them go to a web page 😀

A predictable and automated way to generate
leads and clients from paid advertising.

Step 1: Get attention.
Create 3-5 ads where you casually provide value, asking for nothing in return. Frame it as a friend-to-friend conversation. If you own an ecom store, use influencers or yourself to show the product and teach them around the benefits.

You can build custom audiences around each ad. So if someone engages or views 50% of that ad, they are excluded from watching the first one and retargeted on Facebook and Instagram with the next one.

That ad will be shown to them over a period of 3 days. Everyone who views more than 75% of that video will be excluded from that video and be retargeted by the next.

Step 2: Drive easy sales and leads.
Now create more of these types of ads lol. But now you’re adding soft offers at the end.

That offer can be to book a call, buy your product, test the product, whatever.

Step 3: Lead generation.
Before step 3, ideally, you’ve set up your funnel. 

  • Funnel pages
  • Created and set up your lead magnet
  • Linked your CRM like Activecampaign to your funnel, installed pixels, and custom email triggers.
  • Written your first email sequence + value (nurture) content that gets provided in that sequence.

When everything is in place you can start testing the funnel by driving traffic.

Step 4: Lead Nurturing.
If you’re consistently creating new content that consists of articles, podcasts, or Youtube videos and the likes, you can write valuable email blasts to your master list.

You can create more relevant content to each stage of the customer journey and create retargeting advertisements and email sequences that dynamically send out to people in that stage.

The system then excludes them from getting those ads and emails if they’ve taken that step and moves them into the next one.

 Create quality videos and blog posts covering product quality, social proof, price comparisons, stories, and how the service solves their pain point.

Step 5: Sales.
People who’ve been nurtured enough will start going to your sales page and ordering your product. Some people add an item to their cart and exit the page. Others go to the checkout but don’t checkout.

People have various reasons to abort their activities. Sometimes people think to themselves “I’ll do that later,” or they get a phone call, maybe their child needs attention — maybe they need to walk their dog. This is why you want to aggressively follow up at each stage of the funnel.

You want the people that add-to-cart – to complete their order. The same goes for people who are at check-out but haven’t bought.

Step 6: Build out the system for omnipresence and frequency.
If you’ve validated your funnel to convert at a desirable rate, you can start advertising on other platforms and build out your sales funnel for people that purchase 30-180-365 days out.

One thing that really annoys me is that most businesses have one or two email sequences and then dump everyone who didn’t act onto a master list.

To combat that, think about creating multiple types of lead magnets as entry points into your business. Work on expanding your content suite to follow up with, keep them engaged, and stay top of mind.

Note: You want to segment your lead base and customers to custom tailor the customer experience to their unique behavior. Of course, you can add them to a master list and update them on a new blog post. podcast episode or youtube video.

Machiavellian ad-man reveals all his cards (how it
helps you to steal the pot, ethically).

How to rig the numbers in your favor. Before you start advertising we have to begin with the end in mind and reverse engineer the goal into tangible steps.

  1. Revenue goal: $30,000 in monthly recurring revenue in 30 days.
  2. How many sales or clients do I need to reach that goal: 10 if my price point is $3,000.
  3. How many leads do I need to get those clients: 1000 leads. (safe bet)
  4. How much can I spend to get those leads: CPL $10 x 1000 = $10,000.

Do I lose money? No.

Is this a perpetual system? Yes.

Who wouldn’t spend $10,000 a month to make $30,000 in MRR? Only an ape.

Now imagine plastering all the good stuff like sustained scalability, Self-liquidating offers, and a high converting funnel that will convert another percentage of leads into clients over a longer period of time – those clients would bring in referrals.

Remember when I spoke about having an investor mindset in your advertising? The point of investing is creating assets that generate cash and wealth…

This is how we help clients scale their businesses into large legacy businesses.

“All roads lead to Rome,
but Rome wasn’t built in a day

It so happens to be that while you’re building out your advertising system (and your marketing) — you’re actively building assets that:

  • Gets attention — views/impressions.
  • Gets engagement — clicking, liking, sharing, watching/reading.
  • Drives leads — opt-ins, subscribers, trials.
  • Nurtures prospects — warms up and cultivates a relationship by providing value. 
  • Gets calls and appointments — For B2B, we mostly want to get calls with qualified prospects.
  • Makes sales — people buying your products.

The assets you’re building fit perfectly in your advertising strategy to reach potential customers with your messages in each stage and gradually move them down to the next stage.

  1. Impressions — The amount of times your advertisement has been displayed.
  2. Engagements — The number of times someone has engaged with your post by either liking, sharing, or viewing, but most importantly, clicking.
  3. Actions — The amount of clicks your ad received from impressions.
  4. Audiences — This is where you “cookie” people with a tracking pixel based on engagement or clicks on your ad. This allows us to continue showing ads to people and warm them up.
  5. Leads — Someone that was intrigued/interested enough in what your ad and landing page offered to give you their contact details, so you can directly communicate with them from within your ecosystem.

Buyers — Someone that purchased your product … $$$


You’ve learned our whole strategic system to ad creation that we use to dominate with our advertising strategy in any industry or niche. We do that by understanding the nuanced behavior of hue-mans and hacking into hue-man nature, just as you’ve learned in this article.

We then devise a way to create ads that are like crack to our market. Via connecting the underlying desires, fears and pains the audience has to their underlying behavior – we can create relevant messaging that compels a large segment of that audience to take our desired action.

Read this article multiple times.

If you’re looking for more in-depth content – subscribe to the free WARPATH membership.

If you would like us to help with your advertising – Reserve Your Exodia Call Here.

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