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The Weekly Sharpener #112

The Weekly Sharpener #112

Stories will win you customers 🐲

January 31st, 2023

👋 Hey fam!

I'm really excited to share this 👊 Tuesday roundup with you!

Badal Pandey writes an incredible breakdown on the types of ads that drive performance and the stories at the center of them. This is a must-read.

Next, we go over the numbers that it takes to actually win at ads. It's different than you might think, but you should make sure to check it out and then look at your own output.

Thanks for spending a few minutes with us today, we appreciate you, and hope you find this valuable!

Cheers,

Chase

Check out Pencil if you're ready to Create winning ads 10x faster with AI. (🤫 - we just launched amazing new pricing + packages!)

Special Tip:

You're not selling supplements...

You're selling insurance on future health issues.

You're not selling makeup...

You're selling confidence & security in a bottle.

You're not selling chocolate...

You're selling recognition & comfort…1 bite at a time.

(Courtesy of Sarah Levinger)

Partner with us 🤝

Marketing agencies, freelance creatives, e-comm experts…want access to our generous revenue share and co-marketing opportunities? Become a Pencil Partner today! You can learn more here.

🎙Add Creative

No new episode in this issue - but later this week there's a doozy. Check out the library here 👇

On Apple 🍎 or Spotify 🎧

If you enjoy the episode, please rate us 5⭐️'s & share!

Guest Content 🐐

This essay comes from our friend Badal Pandey. Excited for you all, this is good!

How to use different frameworks to create ads

Facebook Ads 101:

Never start from scratch, Use different frameworks for creating ads.

- Pain, agitate, solve

- Hook, educate, sell

- Attention, interest, desire, action

Frameworks will allow you to churn out creatives really fast & you’ll never run out of creative ideas

Here are 2 Frameworks with Breakdown:-

#1 PAS Framework

Create Pain - Agitate - Solve(PAS) framework Videos

1. Pain - Remind your audience of the pain they feel

2. Agitate - Make them feel it on a deeper level

3. Solve - How your product solves their pain

Works like charm.

Here’s a great video on the PAS framework.

Here’s the breakdown of the video as per PAS framework.

#2 Founder’s Story:

Show Founder’s story, Brand Story & Educational videos to Warm & hot Audiences.

People don’t need to be sold all the time, they also need to be educated.

The Founder's story is your most powerful marketing asset, Use it wisely

How to create Founder’s Story Ad?

Use this format:

- I had a problem with__

- It hurt because __

- I tried to solve it with __,but nothing works

- Until I finally found__solution

- Now my life is super easy

Here’s a great video on the Founder’s Story.

Here’s the breakdown of the above Founder’s Story Ad:

If you’re looking for 100+ examples of high-performing ad creatives & 20+ different frameworks. Just like these to help you create ads then checkout Million Dollar Ad-Template

Thread of the week 🤌

Making high performance ad creative is like baseball:
You get better with practice and experience.
Sometimes you strike out, sometimes you hit a single, sometimes you hit a home run.
If you get a hit every ~3 at bats, you're an all-star.
— Barry Hott ☄️ (@binghott)
2:43 PM • Jan 30, 2023

Why it matters: We talk about this regularly with you. Winning isn't about hitting it out of the park every time. It's about how often do you get the ball in play.

You want creative that spends, drives performance, or some sort of action from your customers or non-customers. All these signals HELP.

They help you know what to double down on, what to iterate on, and what to lean in the dugout.

So please stop trying to win each ad and test enough so that you can find out what actually moves the needle for your customers!

Expert Strategy + Learnings

Some amazing learnings from thought leaders in DTC.

Carl's CRO Tips 🙌

Add nudging at top with congratulations top.

2. Change color from discount field and CTA, so the Call-to-Action gets more attention.

3. Add review stars to show social proof and increase trust.

4. Add payment providers to reduce anxiety.

For more 🔥 follow Carl Weische from Accelerated.

Rahul's Paid Media Learnings 🤘

After posting on TikTok and also running hundreds of creatives we’ve noticed some patterns:

Add value & are worth watching

2. Native to the platform

3. Bright lighting & clear sound

4. Use of images or emojis that complement your message and grab users attention

Follow Rahul from Reach Digital for more 🧠

Worth Your Time 💡

No explanation, just amazing content.

Pull, Don’t Push: How to Drive Product Adoption Like a Catalyst

Marketing expert Jonah Berger has spent years probing into the science behind changing people’s minds, and why becoming an effective change agent is about lowering barriers, not pushing harder. He distilled five of the most common barriers into a simple framework and walks us through how founders can more effectively build and sell products.

https://review.firstround.com/pull-dont-push-how-catalysts-overcome-barriers-and-drive-product-adoption?utm_source=Firstround.com+Library&utm_campaign=00f5044da7-jonah_berger&utm_medium=email&utm_term=0_d9bb43e05b-00f5044da7-80253948

From our Library 📚

The definitive creative stack for DTC brands in 2023

https://www.trypencil.com/post/the-definitive-creative-stack-for-dtc-brands-in-2023

Paid Ad Diagnostic for when you're Ads are not converting sales

https://www.trypencil.com/post/paid-ad-diagnostic-when-your-not-converting-sales

What are Shopify Audiences & How should I use them?

https://www.trypencil.com/post/what-are-shopify-audiences-how-should-i-use-them

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