UNAWARE Ads Masterclass (Scale to $30k days with this)

Name: UNAWARE Ads Masterclass (Scale to $30k days with this)
Uploaded: 2025-08-27T14:17:15.000Z
Duration: 1 h 36 min 28 s

Unaware Ads: The Key to Scaling Profitably

Introduction to Unaware Ads

The speaker introduces the concept of unaware ads, highlighting their effectiveness in scaling and profitability compared to other ad types.

Unaware ads appeal to a larger audience than aware or product-aware ads, making them more lucrative for clients.

Challenges with Unaware Ads

Despite their potential, unaware ads are difficult to create and require more time and effort than other ad types.

The speaker shares that these ads have contributed significantly to high daily revenue for clients, showcasing their importance in advertising strategies.

Case Study: Successful Implementation

A specific client case is discussed where an unaware ad was scaled up to $10,000 daily ad spend with a cost per lead of $40.

After recognizing audience burnout from previous ads, the decision was made to target a broader demographic through unaware ads.

Results Achieved

By deploying an unaware ad strategy, the client achieved a reduced cost per lead of $28 while increasing daily ad spend to $15,000.

Overall performance improved significantly after implementing the unaware ad strategy; however, legal changes necessitated turning off the original ad.

Insights on Ad Creation Strategy

The speaker emphasizes that many advertisers fail by presenting products directly without engaging potential customers effectively.

Advanced advertisers understand that targeting unaware audiences can yield higher returns despite being harder to convert due to lower hit rates.

Skill Level Required for Unaware Ads

Creating effective unaware ads requires advanced skills; beginners may struggle without prior experience in writing scripts or creating compelling content.

The process of crafting these ads is time-consuming compared to aware ads; it’s essential for advertisers to master earlier levels before attempting this approach.

Understanding Unaware Ads in Marketing

The Time Investment for Creating Unaware Ads

Producing unaware ads requires significant time and effort, often taking one or two ads every four to five hours due to the complexity involved.

Unlike other ad types, creative strategists and copywriters may only manage to produce three or four unaware ads per week, highlighting the increased resource demand.

A specific example illustrates that creating a single 60-second video ad can take up to two weeks when considering revisions and collaboration between team members.

Key Characteristics of Unaware Ads

In the initial stages of an unaware ad, marketers cannot directly address problems, desires, solutions, products, or offers; this includes avoiding phrases like "Are you lonely?" or "Sign up today."

The focus should be on crafting a narrative without explicitly stating any issues or solutions at the outset of the ad.

Strategies for Crafting Effective Unaware Ads

Starting with a "big win" is essential; showcasing positive outcomes related to the product can engage viewers effectively.

An example from Dr. Squatch highlights how starting with personal success (e.g., engagement through using their product) can create intrigue without showing the product initially.

Utilizing Symptoms Instead of Problems

While direct problems can't be mentioned in unaware ads, symptoms can be highlighted. For instance, mentioning behaviors like dogs licking or biting serves as an indirect way to introduce underlying issues.

This approach allows marketers to educate potential customers about broader problems (like seasonal allergies in pets), which helps build context without violating advertising guidelines.

Visual Hooks and Engagement Techniques

Using relatable visuals—such as proposals or happy couples—can enhance engagement by connecting emotionally with viewers while maintaining adherence to unaware ad principles.

Testing different visual hooks is encouraged; experimenting with imagery that evokes curiosity rather than showing products upfront could yield better results.

Probiotic Chews for Dogs: A New Solution?

Introduction to Probiotic Chews

The discussion begins with a focus on a new probiotic chew designed to rebalance dogs' gut health, which is suggested to alleviate various allergies.

The product is not shown immediately; the strategy involves delaying the reveal of the product for about 30 seconds to engage viewers before introducing it.

Advertising Strategy

The speaker emphasizes that in "unaware ads," it's crucial to first address symptoms and problems before presenting solutions or products, contrary to typical marketing advice.

For "problem aware" or "unaware" audiences, showing the product right away is discouraged; instead, mental loops must be navigated first.

Transitioning Through Awareness Stages

After establishing awareness of the problem and solution, testimonials and case studies are introduced as part of moving into the "product aware" stage.

The effectiveness of the chews is highlighted by mentioning over 4,600 five-star reviews on Trust Pallet, reinforcing credibility through social proof.

Call to Action

The ad structure follows a clear path: identify symptoms, diagnose problems, offer solutions, present products, and conclude with a strong call-to-action encouraging purchases.

Understanding Hidden Fears in Marketing

Concept of Hidden Fears

Hidden fears are discussed as underlying concerns that may not always be at the forefront but can influence consumer behavior—like fear of losing money.

Engaging Storytelling Technique

An example from an advertisement illustrates how tapping into common fears (e.g., embarrassment related to aging) can draw viewers in without directly mentioning products initially.

Building Relatability Through Personal Stories

A personal anecdote about an embarrassing incident involving incontinence serves as a relatable entry point for discussing sensitive topics that many might experience but hesitate to talk about.

Problem Identification and Resolution

As the story unfolds, it highlights how everyday situations can lead to significant issues like incontinence. This sets up a narrative that leads toward finding appropriate solutions.

Conclusion on Effective Messaging

The narrative concludes by emphasizing that having proper protection against such issues makes all the difference—a key takeaway for both consumers and marketers regarding effective messaging strategies.

How to Effectively Market Products Using Emotional Appeals

Introduction to Everdries Product

The speaker discusses the effectiveness of Everdries, emphasizing that traditional solutions like panty liners are insufficient for managing leaks.

Highlights the product's benefits, stating that Everdries look and feel like real underwear while being ultraabsorbent, providing confidence against leaks.

The speaker shares personal experience over two months with Everdries, describing them as life-changing and a source of newfound confidence.

Promotional Strategies

The ad ran for only 13 days but effectively communicated urgency by offering a 50% discount on a five-pack.

Introduces the concept of "benefit of the benefits," using weight loss pills as an example to illustrate how deeper emotional appeals can enhance marketing messages.

Understanding Consumer Desires

Discusses how ingredients in products (like cayenne pepper extract in weight loss pills) contribute not just to performance but also to broader consumer desires such as attractiveness and health.

Explores various benefits associated with losing weight, including fitting into favorite clothes and increased energy levels.

Crafting Effective Hooks

Emphasizes starting with a strong hook based on emotional appeal; for instance, feeling sexier than in one's 20s can resonate deeply with potential customers.

Suggests addressing common struggles (e.g., body changes after childbirth), which helps create relatability and connection with the audience.

Structuring Ads Around Emotional Narratives

Outlines a narrative structure: identify a problem (e.g., post-pregnancy body image issues), introduce the solution (diet pills), and highlight promotional offers.

Shares an example ad crafted using these principles, painting vivid imagery about regaining confidence through weight loss without extreme measures.

Final Thoughts on Marketing Techniques

Reflecting on the ad's effectiveness, suggests adding more emphasis on the need for weight loss to strengthen emotional resonance further.

Mentions exploring alternative approaches to big wins in marketing beyond just focusing on direct benefits.

Understanding Big Wins in Niche Markets

Exploring Niche Research Strategies

The speaker emphasizes the importance of studying specific niches to identify "big wins" by observing trends and celebrations within communities, such as CrossFit on TikTok.

They suggest using platforms like YouTube to analyze visuals and comments related to entrepreneurial success, noting that high engagement often correlates with perceived big wins.

The speaker mentions Reddit as another valuable resource for understanding niche markets and validating the popularity of certain achievements, like entrepreneurs purchasing luxury cars.

Market Appeal and Total Addressable Market (TAM)

A distinction is made between widely recognized achievements (e.g., running a 4-minute mile) versus less visible successes (e.g., scaling a Shopify store to $100 million).

The concept of Total Addressable Market (TAM) is introduced, indicating that larger markets tend to generate more content and interest around specific topics or wins.

Diagnosing Symptoms in Marketing

The speaker transitions into discussing symptoms in marketing, likening it to diagnosing a health issue at a doctor's office based on observable problems.

An example is provided involving dog dental powder; the symptom identified is bad breath, which leads to exploring its causes and solutions.

Structuring Effective Messaging

The process of linking symptoms (bad breath), problems (plaque buildup), and solutions (brown algae in dental powder) is outlined as crucial for effective marketing communication.

A compelling hook is suggested: addressing the audience directly about their dog's bad breath while emphasizing the urgency of the problem.

Crafting Persuasive Advertising Content

The speaker discusses creating an ad narrative that flows from identifying symptoms through presenting solutions, highlighting potential consequences if left untreated.

They recommend extending ad length for deeper engagement, suggesting that longer formats can better convey important points about product benefits.

Understanding Dog Symptoms and Market Dynamics

The Importance of Symptom Diagnosis

The discussion emphasizes the significance of diagnosing symptoms in dogs, rather than focusing on broader concepts like "big wins" or "hidden fears."

Different dog symptoms have varying market sizes; for instance, "dog licking paw" has a higher search volume compared to "dog itching ear," indicating more prevalent issues among pet owners.

Seasonal variations affect symptom prevalence and consequently influence Facebook ad performance, with urgent issues leading to increased searches at certain times of the year.

Analyzing Search Volume Trends

The speaker notes that "dog itching ear" has significantly lower search volume—about one-third compared to "dog licking paw," highlighting the need for targeted marketing strategies based on symptom popularity.

Targeting widely searched symptoms can enhance ad effectiveness; if a symptom is obscure, it may lead to ineffective advertising efforts.

Exploring Hidden Fears

Hidden fears are universal concerns shared by many individuals, such as fear of financial loss or health-related issues. These fears can be leveraged in marketing strategies.

Specific hidden fears relevant to e-commerce include chargebacks and unexpected bans on advertising accounts, which are common anxieties among Shopify store owners.

Researching Hidden Fears

To identify hidden fears effectively, marketers should engage in thorough research within their niche by consuming relevant content and understanding audience concerns.

A hypothetical product called “Facebook ad account insurance” is introduced as a solution for protecting against unexpected bans, tapping into advertisers' hidden fear of losing access without warning.

Crafting Compelling Messaging

Effective messaging should evoke curiosity about potential risks associated with ad account management. For example, revealing that 90% of advertisers make a common mistake can create urgency and engagement.

Highlighting small signals that could trigger account bans provides valuable insights while maintaining suspense about the solution's introduction.

Utilizing Social Media Insights

Marketers can gather insights about hidden fears through social media consumption. Observations from platforms can reveal common anxieties related to specific activities or industries (e.g., injuries in CrossFit).

Hidden Fears in Entrepreneurship and Effective Ad Strategies

The Fear of Failure in Entrepreneurship

Discusses the hidden fear associated with entrepreneurship, particularly the anxiety of failing and having to return to a traditional job.

Emphasizes that the embarrassment from family and friends regarding failure is a significant concern for aspiring entrepreneurs.

Addressing Hidden Fears Through Advertising

Introduces the concept of using personal stories as hooks in video ads, highlighting emotional connections.

Explains how mentioning sensitive topics, like losing a pet, can resonate with audiences by tapping into their hidden fears.

Crafting Effective Video Ads

Suggests that proactive measures (e.g., caring for pets early on) can be framed positively in ads to alleviate fears.

Mentions different strategies for creating landing pages alongside video ads to enhance user engagement.

Testing Ad Formats for Unaware Markets

Outlines various ad formats such as long video ads or photo ads with extensive text aimed at unaware markets.

Shares successful examples of directing traffic from photo ads to product pages or landing pages.

Launching Ads on Facebook

Advises on testing multiple ad formats before concluding their effectiveness, emphasizing the importance of conversion rates through landing pages.

Details the process of scriptwriting and content creation for video ads, including hiring creators or utilizing AI voiceovers based on available resources.

Ad Campaign Strategies

Launching New Creatives

The speaker does not create a new Campaign Budget Optimization (CBO) for every new creative; instead, they add creatives to existing ad sets.

Typically, the initial launch consists of three ads, with potential for more variations later. A new ad set is created for iterations.

Performance Evaluation

If an ad gains majority spend and lowers the overall Cost Per Acquisition (CPA) within 24 to 48 hours, it is considered successful and can be scaled.

Ads that do not gain any significant spend indicate a lack of engagement; adjustments are needed in elements like video or photo content.

Scaling Successful Ads

When scaling successful ads, the budget may be increased by 20% daily based on previous performance metrics or averaged over three to seven days if volatility is present.

Challenges with Unaware Ads

Unaware ads are challenging but offer substantial scalability compared to other types. They require testing without special criteria or separate campaigns.

The hit rate for unaware ads tends to be lower; success might only come from one out of every ten launched ads.

Market Sophistication and Content Strategy

Market sophistication stages affect how stories resonate; unique narratives tend to perform better as audiences become desensitized to common themes.

To capture attention in saturated markets, exaggeration and creativity in storytelling are necessary.

Testing Approaches Based on Market Awareness

The approach towards unaware ads varies by market; some products may not need this strategy due to existing solution awareness among consumers.

Convincing someone they have a problem is often more expensive than presenting them with a solution, impacting the effectiveness of certain ad strategies.

Understanding Unaware Ads and Their Effectiveness

The Importance of Product Pricing

Higher ticket items, such as expensive underwear ads, provide more flexibility in targeting a premium audience. This approach is based on the premise that consumers need to be convinced of their problems before they can see the value in solutions.

More expensive products generally yield better results because they require deeper mental engagement from potential customers, which involves convincing them of their needs and urgency.

Targeting Niche Markets

In niche markets, like specialized insurance, advertisers must first address hidden fears related to financial loss. This strategy helps create awareness about the necessity of specific insurance products that consumers may not realize they need.

The process involves identifying these fears and presenting the product as a solution to mitigate those risks effectively.

Conclusion and Call to Action

The discussion wraps up with an invitation for viewers to engage further by liking the video or subscribing for more content. There’s also an offer for personalized mentorship or ad management services for businesses generating over $100K monthly.