Hello. My name is Jon Rognerud, with Chaos Map, a digital marketing agency here in Los Angeles. Today, I am going to talk about how to improve and how to get higher conversions from your ads. We have 10 things we are going to cover. I am going to give you a free image at the end basically with everything in one so you have it and keep it in front of you, as a strong reminder for all the things that you need to look at and address to improve your advertising.
What we talk about right off the bat is always this — message, market, and media, referring to Dan Kennedy’s Ultimate Sales Letter book, which you should pick up by the way, because that is where we were pulling this from. And, if you have your message tightly integrated with your market, and you are addressing hopes, fears, dreams, issues, etc. Well, this is where it all starts.
In fact, I am going to break it down for you, as I said with number one here. I call it sleeplessness. What are they awake at night for? What are they staring at the ceiling for, eyes wide open? Losing sleep, can’t help stop thinking about this thing, or these things. What are those? Solve the pain points for your users.
And by the way, the first thing that we do with clients when we go through this is we really just want to brainstorm; we don’t want to be too analytical about this. And so, an Excel sheet, or a document, or a whiteboard — if you are presenting or sharing this in a team setting, just get it out there. Dump it out there because you can formalize this information and actually map it out as you collect the ideas. You can also improve them to be a much tighter integration with your copy, and then you can push them out there through ads, through landing pages, et cetera.
Anxiety and Fear
And the second thing is we want to talk about is anxiety and fear. So while aligned with the first thing I mentioned, this part takes it even deeper. So to go the core here, what does your audience fear the most? What are they afraid of?
This is an essential piece — all these things are psychological triggers. Human nature hasn’t changed much in centuries, so by addressing them, you are going to speak to the audience’s needs, fears, wants, hopes, dreams. And all of the things we are covering here, especially the first six I discuss, are going to be definitely about the headspace. So think about this as you start drafting these and putting the information down.
Number three, we are getting into annoyance. What are they angry about? Who are they angry at? So this is an important piece here because again, all of these things speak to that person at that moment. So, it is almost like you are entering the conversation in their mind, in their head at that time. And I am sure you have heard this before, “I bought that product because they spoke to me. It’s as if it knew me.” Well, all of these things address all of that and more. So, this bit about being angry, you have a lot of options here to address this particular topic here.
Number four — daily annoyances. What is it that they are very frustrated about it on a daily basis? What are the top three, four, five things that constantly just bug them during the day?
So this is not necessarily the one where they are staring at the ceiling, eyes wide open. This is now just annoying, frustrating things that are going on every day. So for a business owner that has momentum in their business, for instance, it could simply be that they feel that they are just stuck, and they are doing the same thing over and over again. Well, what are those things? Start mapping these things out.
As you go through the first six, as I mentioned, all of these are very much psychological triggers in the headspace. But as we start moving towards the end of these steps here, you will see that it moves into a little bit more tactical. And then of course competitive and a market analysis which we are going to get to here in a second.
And number five, trends. What is happening and will be occurring in terms of these trends in their lives and businesses? This is also very, very important because you can address things that are perhaps a little more exterior, but still in their space. And trends of course, here you can get a bit factual as well, and you can tie it together with their fears and some of the statistical information that you gather from this. And also, as I said here, will be occurring in their lives. So you can do a little bit of authority play here to get that message out there, so you can future pace with them if you will.
Now number six here, desires. Here we are going emotional. Right now, we are diving into what they seek or secretly, ardently desire the most. And so, if you can nail these six down, of course, that we covered right now, you are going to get a much stronger message together that really speaks to your market. I mean, you could stop right here and be good.
We are going to go to number seven here, is bias. Is there a built-in bias, by the way, they make decisions? This is big. This is looking at perhaps not just the headspace, but what is going on in around and in the environment. And also people and places in their world that have built up a certain bias. So you can see how these are connected here, but they are uniquely separate-able if I can use that word. You can separate them out and still connect the dots here.
Number eight, language. Is there a special language here that they have going? Well then, you can definitely use that and should use that. And I am not just talking about international, British English versus American English, etc.; those are some obvious ones there. But there might be special words and things that they associate with in terms of language specifics that you then can use and ultimately feel very connected with them on, and that they feel connected to you. So it is a two-way street.
Here we are getting into, as I mentioned, the market and the competitive nature of any of this research that you will do. So for number nine, market similarity, who else is selling something similar, and how are they selling? So this is where you can go out there and sign up for newsletters. Obviously, do your competitive research here. Look at SEMrush, of course, tremendous tools. We use it here at the organization ourselves and get into understanding the market similarity.
But please note, you don’t want to then ultimately say, “Well, they do this, so we are going to do the same.” No copying, no stealing. This is where you can model to get the best assets created for you.
And number 10, and the final one here, is sales similarities. So similar to what I just mentioned here for the market similarities also — who else has tried to sell them something similar? And how has that effort failed? Which is interesting. We are sort of flipping it there instead of how has that been successful; you want to look at success, but actually how it has failed is more interesting because you can breakthrough here.
So these 10 things to consider are very valuable. I have put them together in a worksheet or a simple snapshot that you can go through these for yourself. I hope this has been helpful for you. I certainly enjoyed making this for you. And if you want more information, hey, head on over to chaos map.com.