Original subtitles

Mm...

I've returned.

Hello.

Welcome back.

Now we're gonna talk about Mabitorial leads.

We went through the headlines, and now we're gonna talk about the next thing

that we would test in the Mabitorial.

Are the leads or the lead of an abitorial now, a couple of things about leads.

First off is that leads for an abitorial are much, much shorter than a lead

for a VSL or for a sales letter.

Sales letter leads tend to be like max, maybe 500 words,

maybe 800 is even pushing it.

I see leads that are way too long because also a lot of copywriters

feel like everything has to go on that lead in order for to pull you through.

Keep in mind with abitorial.

It is get to it, get to it, right?

They're going from an ad to an advertorial to then to the product.

So the lead, if you think about the overall advertorial being max 1200 words.

So you can kind of see, like, if that's the max, the lead is

going to be much, much shorter.

It's a couple paragraphs.

It's at most, like, 250 words.

It really shouldn't be that long at all.

So what's great, though, is you could test a lot.

You could test a lot of different leads to see which one is capturing.

That's why when we test advertorials, we always test the headlines and

the leads and the hero image.

Of course, the offering, yada, yada, yada.

But when it comes to the actual copy itself and the look on the

page, headline, the lead, and the hero image above the fold.

Okay.

So let's go over the Mavatoria leads.

Now with the leads, keep in mind, these are the three main ones that I

see in the three main ones that I use.

Now does that mean that these are the only three available, the only three that work?

No, no, no, no, no.

There are so many different types out there.

A lot of times I have also seen combinations.

So keep that in mind too, like just like in headlines, how we do a combination

that might have a social proof with a stat and so on, uh, how kind of avatar,

how kind of headline with an emotional, uh, personal story and so on, like that,

there could be combinations as well.

So I'm going to show you the three main types of leads that

I always tend to go to, and I'll show you then of course examples.

So here's the doc that you're going to be able to use, you could just...

Copy paste over and then rewrite it.

Um, but you get this idea when it comes to this, to these types.

Um, sorry, I got, I'm not going to cut this at all.

You get to see me struggle with something in my throat.

I'm going to have a sip of coffee.

Okay, so let's go through it.

So first, uh, the first lead I want to talk about is the disruptor lead.

Just like the disruptor headline.

This is now going more into it.

So the idea is a couple of things are, it's always a startup company that is

disrupting this billion dollar industry.

And because everyone loves an underdog and they love an underdog disrupting

a billion dollar industry because they always say billion dollar industries

are like these non personal personality type of brands that don't care about you

and they're just look how big they are.

They don't care about how you feel.

And like people just.

Eat up their products, right?

So the underdog tale of a disrupting billion dollar industry So this

one I use for this brand right here, uh for this product for this.

Uh, Yes this offer now where I got this is I know that this lead is working So this

is based on like what i'm seeing working in a lot of ads in the beauty brand ads.

So a lot of it is Is going against the big enemy being the beauty brand

industry So right here think the beauty industry is your friend think again

beauty companies have been ripping women off with overpriced creams that

do nothing for one's skin and then it goes It goes into this part, a genius

startup company is fighting back against high end beauty brands with a simple and

affordable skin rejuvenating therapy wand that's 100% safe, easy to use and can

help turn back the clock on skin cells for a vibrant youthful look in minutes.

Then it goes into the company.

The company Revita Beauty has discovered how to use the same

youth defying practices commonly used by A list celebrities,

but at a fraction of the price.

without seeing a dermatologist, expensive medical spa, or wasting

money on skin damaging injections.

So there's a lot to unpack here, right?

So first off, it's, it's fighting against these big beauty brands

with something that is affordable.

You can easy, you can use at home.

It's 100% safe and it can, what does it do?

It turns back the clock on skin cells for vibrant looking minutes.

So it gives them that benefit, that outcome of what they want, what the

company is and how they discover this youth defining practices.

It's commonly used by A list celebrities, so that's another part two, where it's

used by people that they aspire to be, this A list celebrity, or not aspire, but

they look upon these A list celebrities like, wow, how do they look so amazing?

How are they able to look still so young?

Um.

And so, and also with that age list celebrity, it's kind of like

this guarded secret that people also want to know, like, what is

it that they have that I don't?

That's something that's also used in lots of different industries.

So, I use that also in the bodybuilding community, where it's like, what are the

big guys at the gym doing that I'm not?

Obviously steroids, right?

But it's like, Um, what are the big guys at the gyms doing, like what are

the secrets that they are using that I'm not and I want to know about it.

That also, and then it's revealed, you know, you're able to look this big,

I'm now talking about the bodybuilders, you're able to look this big, get

this mean and so on without dirty gear and injections and all this stuff

and you're able to do it naturally.

So yeah, yeah.

It works.

So then you also unpack it by this, by also going against the

objections that they don't want to do.

They don't want to see a dermatologist, because it's expensive, and also maybe

they don't have the money for it.

They don't want to go to an expensive medical spa, which usually is

multiple, multiple, uh, multiples.

in order to look great or wasting money on skin damaging injections.

So a lot of women that go get injections, maybe it doesn't

turn out the way they want it to.

Their lips can look funnier or something and it looks very fake.

Right?

So then it goes, so that's that one.

Then this.

This other one, same idea.

The affordable smartwatch big tech companies don't want you to know about.

I took this from just an ad.

So this is also always used.

This has been used forever.

Like the blank blank that doctors, doctors don't want you to know about.

The, you know, you can replace that with like the, the natural The natural

plant remedy that doctors don't want you to know about because it's like it's

going to hurt their bottom line and so on and these that would obviously go

towards an audience that are skeptical of doctors that are doctors are just

pill peddlers that are just like throwing another pill at you for them.

For so they can make money off of you type of idea, right?

So with this the affordable smartwatch big tech companies don't want you to know

about a genius startup company again Same idea is flipping the five billion dollar

in smartwatch industry on its head The u.

s.

Based company behind active track pro has invented a sleek easy to use smartwatch

specifically designed for seniors So this is i'm going to i'm going right for

that audience because like smartwatches can be used by everyone, right?

but I notice Where we can have a leg up is when you're doing your research

and you're looking at your competitors And then you're understanding your

audience even better than they are and you're gonna see this too If you if

you look at my bonus I actually write this abiturial from start to strip from

start to finish for this and how I'm able to get to there and talk about the

audience and and really home in on the actual The audience that we're going for.

So it's not just this broad, like everyone wants a smartwatch and it's affordable,

not really because a lot of the, because you're going to get a younger crowd

that it was like, they want the big brand, they want the Apple watch, right?

But seniors, they don't, they don't care.

They don't care about the big brand, not all of them.

Uh, but a lot of them don't care about it.

They just want something that is one seniors love.

Something that is affordable.

They don't want to get ripped off.

They want something affordable that also isn't cheap and isn't going to fall apart.

And also another thing too, is they don't want it to be complicated.

So, and then when I'm calling it out, it's like, that's something

really, really, uh, powerful.

And this has also been used for a long time too.

I have some other examples.

Uh, you could see it in magazines.

There's a laptop that's made specifically for seniors.

And that's like the headline.

It's like, finally, a laptop made specifically for seniors.

It's like, so it's, it's, it's using the tech.

That seniors feel like they have to catch up to, but they don't want to deal

with something that's more complicated.

So it's like it's designed for them and they feel it's great, you know,

um, so anyway Going into this active track pro is easy to set up can be done

in seconds So that's something I want to make sure that they know because I

noticed that a lot of The pain point is that a lot of people were confused

or like it's complicated to set up.

They got to get on a call.

They have to figure out tech.

They got to go online and look up instructions.

They hate that and can do all the awesome features and as expensive smartwatches,

but at a fraction of the cost.

I mean, what more can you want, right?

So this is, that's, that's all the lead is.

It's just that this is how long it is.

That's the lead.

Literally.

That's the lead.

How long is that?

That is.

74 words?

I mean, tight lead.

You don't need a lot.

You don't need a lot at all.

Again, I am not, for this kind of lead, you are not trying to like

pull them in on a certain emotion.

I'm like, father, father, are you dying, father?

Where's your smartwatch that tells you that you're dying, father?

Like, you don't need to do anything dumb like that.

I'll get to those emotional ones later, but it doesn't need to be this long,

drawn out, ridiculous, emotional thing.

Again, an abiturial is get to it.

Get to the thing.

What is it and how it's gonna benefit them?

So then the next one is, look at this one.

This one's also really, really short.

This is the leaf.

How short is this?

57, even tighter.

So this is for a security cam, uh, that, yeah.

So it's a, it's those, this one has done really, really well.

This is a great product that has done.

Great in sales.

So it's a, you can, I'm like looking around like, like there's an answer up in

the ceiling, but it's a light socket one.

You can screw it in and it's a security camera.

And then you can, you can like move it around on your phone and stuff.

But it's a, we called it a light socket security cam.

Perfect.

Doesn't need to be complicated.

So would you like a security cam that keeps a permanent and stable connection

without breaking the bank or dealing with shady expense and expensive installers?

Immediately going right for the jugular in this.

When I say jugular, like you'll, we'll talk about more like the, uh,

throat grabber kind of lead, right?

We don't need to, I don't need to go drawn out of, uh, this

long lead to try to pull them in.

I'm going right for it.

And one of the biggest problems that I see.

That a lot of our, um, pain point, a big pain point for a lot of

these people when it deals with these kind of security cameras is

like it doesn't keep a connection.

So it keeps getting disconnected.

So like if they try to get on their phone or whatever, it's disconnected.

So this is something we want to back it up with like proof that

this does a stable connection.

It's amazing.

So I wanted to go right for the jugular and I think this is this is Lee that did.

The best out of the three that I did would you like a security

cam that keeps a permanent stable connection without breaking the bank?

So it's cheap.

It's affordable or dealing with shading expensive installers.

So Just like the other cameras that maybe you have to deal with

installers or also a lot of wiring People don't want to deal with that.

They just want it, they want it simple to install and this is really that.

It's like you scan the QR code, you screw it in and boom, it's set to go.

So, and then it goes right into this, the U.

S.

based tech company.

This U.

S.

based tech, uh, tech company.

So again, I also say U.

S.

based.

This is really important too for if you're selling to Americans.

They want to know that it's a U.

S.

based thing.

It's disrupting a billion dollar market with their latest invention affordable

indoor outdoor security camera that screws into most light sockets and

works with either iPhone or Android.

That's it.

That's it.

Just go right for it.

And then it goes right into the body of it.

What is it?

And so on.

So I'll get to that later.

All right, the logic headline stating a startling fact and then

following up with a solution.

So I'm gonna give you some examples here.

So now this is, you know, this is the giving the stat of like

I mean, I'll just go through it.

So, the average person spends about 26 of their life sleeping.

That means you're spending 26 years of your life in bed sheets.

So, why not spend that time in the best bed sheets in the world?

It should come as no surprise that the quality of your sleep plays a huge

role in your long term health, too.

We've got good sleep starts with good sheets.

Sheets are soft, well soft.

So the idea is a big startling fact.

I don't know how startling this is.

Also, you're selling bedsheets, so you don't need to be super emotional with it.

Now, also, if you look at Blissy, Blissy had this as well, where it's,

uh, they would have a startling fact.

I think it was a...

I can't remember.

They had multiple different leads, and I can probably show those examples as well.

But if you're to look up Blissey, they've done really well with

their advertorials for years.

Um, and I think the one that did really well for a while is actually Personal

Story, so we'll get down to that later.

So the idea is it spends 26 years of life sleeping, so it's, it kind

of makes you sit up and go, Oh!

Oh, wow.

You know, 26 years of your life sleeping, and it kind of makes

you go, Oh, that means you use it.

And bedsheets.

You spend 26 years of your life in bedsheets.

So why not spend that time in the best bedsheets in the world?

Okay, that makes sense.

You know, are you kind of making logic?

Like, yeah, it's 26 years life.

Why not make it the best, right?

And this is selling the Miracle, uh, bedsheets.

So it's those anti bacterial bedsheets, is their whole angle, made with like

silver thread and all this stuff.

And which, I have some.

And they're good.

They're nice.

They're nice and soft.

Um, so again, startling fact.

It's just going into that startling fact.

So here's another one.

This is for finance.

Many Americans worry they're not saving enough for their

retirement, rightfully so.

Um, a 20, 2022 Northwestern Mutual study found that 62% of US adults admit their

financial planning needs improvement.

However, only 35% of Americans work with a financial advisor.

So it's going, this is a lead gen for, I think it's a smart asset.

So it's a lead gen to that to get on, uh, A financial advisor list within

your area, so the idea is you put in your name and all this and then it

would go to like the top three financial advisors in your area and they would,

whoever reaches out to you first idea.

Uh, so lead gen editorial.

So again, a startling, I don't know how startling that is, but they're giving

a fact like, hey, you know, you're part of the, is it that great of a lead?

I don't know.

I don't, I don't know.

Obviously, it's hard to tell.

You can always, I never know anymore.

I always and that's another thing too is keep in mind.

You don't know what you don't know like, um, like I mentioned before in one of

the videos you a lot of copywriters tend to be like Ah, my lead will crush.

I know it'll crush because they have a lot of ego and they think that what

they're writing is awesome and then it gets tested and they're like, oh,

I'm not that great of a copywriter.

But the truth is, is you just don't know.

No, you're a great copywriter.

But what makes a great copywriter is you just keep going, keep going and

then keep researching and then keep trying again and again and again.

So what I would do is, um.

Test up this I I did a some finance advertorials in the past for like watchdog

and stuff and I did What worked in the past as well is some sort of embarrassing

story Embarrassing story about like their credit card perhaps declining.

So maybe it's like a credit report kind of fix And so that would be lean more

towards that emotion because no one wants to be embarrassed by like their credit

card declining or something like that.

That's super embarrassing, especially in public.

Right?

So the big thing that you have to know is.

Always go back to the audience.

Whenever in doubt, you're not sure, and you're like, oh, I want to write this

over here, and I've seen copywriters that are like, I'm guessing this angle,

I'm guessing, I'm trying out these three leads, and I'm guessing, because

that's what, you know, I, uh, I believe these things, and like, don't, it sounds

like you don't know your audience.

When you know your audience, then you know, okay, I'm the more I've researched

the more I realized that this lead will probably work because it seems like this

is the biggest complaint This is the biggest pain point that they're suffering

with And so then you agitate that pain point followed by the solution right the

PAS system pain agitate salute salute solve solution So that's the always

the thing always remember when in doubt Don't guess, go back to the audience.

Go back to the audience that you're serving, uh, with the offer and

understand them better and then they will reveal the lead to you.

Uh, if you're not sure, get on the phone with them too.

There's so many conversations I've had with the audience that we're serving,

uh, through testimonial or, so like if, say for instance, Uh, nice little tip,

like, as soon as the product is being sold or something, get on the phone

with people that are buying the product.

Get on the phone with them.

Why did they buy a bunch of this product?

Why did they buy a bunch of this supplement?

What are they going through?

So you can understand them.

So then what they're doing is just kind of like, it's, it's kind of

silly, but it's like fat club, a fight, fat club, fight club.

Whether talk about like we're selling their fat asses back to themselves

like it sounds so just grim and so awful but the idea is like that if you

remember seeing Fight Club where it's like the Liposuction and the fat and

they're making soap and they're selling it back to these Uh, to the women.

So it's, that sounds awful.

I, I'm just the quick metaphor that came to mind, but the idea is you're taking,

I use the information that they're giving me to then sell them, sell them.

I'm selling them on basically what they've already told me.

That's just making that connection.

So they tell me of why they want to lose weight.

Great.

I now use that in the thing.

To explain why you want to lose weight and there's more people like that person

that just told me that story I'm not I'm not creating it being creative.

I'm literally just taking like thank you for telling me your story I'm now

gonna sell you your story back to you.

That's really what it is.

So there you go.

So this one too, uh, Am I going deaf?

Um, this starts with like a little quote right here.

If you find yourself asking this question lately, I like

this, I actually like this one.

And this is for a hearing aid.

Um, if you find yourself asking this question lately, you're not alone.

A recent report revealed that nearly 500 million people now

suffer from hearing loss worldwide.

Of course, it's not normal for a hearing...

Of course, it's normal for a hearing to fade over time, but what isn't

normal is all the extremely loud noise.

We're now exposed to on a daily basis.

Interesting.

That's like an interesting fact.

Right?

Uh, for example, did you know that listening to your headphones

at more than 60% volume can cause permanent hearing loss?

So some, I would also test the lead and just make it go and put that up there.

Did you know, uh, if you have, you know, you can like, did you

know, it depends on the market.

Cause I'm at the same time.

I'm like, how many seniors, If they're selling to seniors, how many of

them are actually using headphones?

I don't know.

Uh, so the idea for this though, is I would, there's certain things I would

probably cut or move things around.

So, cause like, because at the same time, like does this.

Speak to the audience, these two lines, and then it goes.

So if you notice, you're asking to speak up a normal conversation.

So that is different, right?

That would be, that would probably be connecting more to an older crowd.

Like, I don't know if they say speak up or like, or like, wait, repeat that.

And you feel embarrassed.

A lot of people just are feeling how embarrassing is it for like, hey, he's.

Say that again.

Say that again.

Like, it's so embarrassing because you just feel bad because it's like, you don't

want to, you don't want to put out the person that has to repeat it again because

then it makes you feel bad and then you, and then it makes you feel as if like

they think that you're not listening.

It's like, no, I'm trying to listen, but it's just, my hearing is bad, you know?

So anyway, but I just want to point this out though, that there is a stat

up front, like, hey, did you know?

Is it the best lead?

I don't know.

I don't know.

I think it could probably be done better, but maybe it's winning right

now and I could be completely wrong.

All right.

Emotional story lead.

So this is now throw them into the emotional story that we can connect to.

So this is the emotional story leads.

This is the personal story.

And we know that this works.

And if you've taken any lessons from like Chris, a dad with his pig, with his

pig method and stuff like he's classic, you know, really, really good at this.

So I'm not going to go.

You can learn a lot of the emotional storytelling.

He's a game changer at that, so shout out to Chris for that.

Uh, but I'll show you, that works also for advertorials

as well, as a story based one.

Especially when it comes around something that is, um, uh,

fearful, something embarrassing, something that you can really use.

But, you know, not every single gadget is gonna make them, I don't think

every single gadget is, Gonna be emotionally driven, if that makes sense.

When I say emotionally driven, a personal story.

I think emotion's always involved, of course.

And everything is considered a story, you can argue.

But I don't think everything needs to go for, like, the jugular.

And, like, father was dying on the patio.

And, thankfully, I had this remote control car.

You know, like some sort of gadget, like it doesn't need to be super, it just,

and I'll show you an example of why.

So here's one.

So this is for the Better Butter Spreader, which I named, you know,

like the Better Butter Spreader.

Hmm.

It's fun to say.

So the Better Butter Spreader, it's this knife that has holes in it.

And the whole, the whole benefit is you can now.

Instead of having butter out on the counter and waiting forever to get to

room temperature, you could take ice cold butter and scrape it over with this knife,

and it comes out all noodley, and you're able to spread that over toast, or bread,

without it getting chunked up and ruined.

It can, it can actually, uh, be spread over smoothly.

And it's because of those, that cool knife.

So I think this is, this is the lead that did the best at the time

where it's an emotional story.

Uh, emotional story meaning it's nothing like super emotional,

but it's, it's a story.

Uh, I'm 55 and I almost stole something for the first time in my life.

Here's what happened.

So right away it's like, what?

It makes you kind of like, huh, I'm 55 and I almost stole something

for the first time in my life.

Here's what happened.

Husband and I went to a fancy restaurant for our 25th wedding anniversary.

You could tell it was fancy because they had what looked like five sets of

silverware on either side of the plate.

Big spoons, little spoons, forks galore, and an assortment of knives.

I didn't know what half of them were besides making me feel like a duchess.

But there was one butter knife that I fell in love with.

It's also the one that I wanted to stick in my purse and not tell a soul.

It had these holes on.

It had these holes on.

Holes on?

Nice Heath.

Good.

How's that English degree working out for you, Heath?

It's working out okay.

Ah, it had these holes in it.

Or it had these holes.

Yeah, we'll work it there.

You get to see me, in real time, make a goof.

Whatever, I'm not editing it out.

You get to see the real me, baby!

And when I scraped cold butter, the butter would go through these holes.

And become creamy and fluffy, which made it super easy to spread on bread.

Out of all the silverware, this is the one kitchen utensil that I felt is actually

worth taking up space in a kitchen drawer.

After that dinner, I was searching for that same knife everywhere, but it seemed

like it was a closely guarded secret that only the top restauranteurs knew about.

I continued to do my sleuthing, and after what felt like forever, eventually found

the exact butter knife I was looking for, and immediately bought five of them.

Right?

So the idea is, this is...

It's that desire of they used it.

I mean, how many times have you done that when you went to a restaurant and

you're like, what, what sauce is this?

What hot sauce?

Or you go to a hotel and you're like, what towels are these?

What?

I think they actually use that in Blissy.

Uh, Blissy used, yes, I know that for a fact, they used, one of their

leads was like the family went to a hotel and they all slept amazing.

Why do they sleep amazing?

It was because of these pillowcases.

Hotel quality pillowcase, like high end hotel quality pillowcases.

It was unbelievable.

And then that was the story of the editorial.

So it's taking, uh, you know, a desire to have this thing that you saw it

elsewhere and you want it for your own.

For yourself for at home and so you go and research it.

So that's always really powerful.

It's almost it's what's really make sense is it's kind of

like a real life demonstration.

If you think about it, like they go and they are able to demonstrate it somewhere,

use it and be like, holy smokes.

Now I want one.

So then they go home and they search out and try to get it,

because they want it, right?

So, uh, that was for the Better Butter Spreader.

And obviously, I'm not going to tell an emotional story about a butter knife.

Like, I'm not going to tell a story of like, an intruder came in.

I had nothing, except my Better Butter Spreader.

And I, I turned the intruder into small noodles.

Of flesh when I wiped it on his face.

He was like, ah, and he ran away and then I spread his skin over toast Like

I can't use an emotional story for the better butter spreader in that sense.

I'm sure you could Maybe it's some sort of like nostalgia.

That's another thing to understand is um Older people, older individuals, they

tend to, and even myself, if you lean into nostalgia, it's very, very powerful.

I forgot who talked about this.

It might have been Eugene Schwartz.

No.

Some marketer.

It might have even been Dan Kennedy.

But it's just, it's been passed on for a long time.

If you lean into nostalgia, people love that.

People want, because everyone's always, when you get older, you're always kind of

like wistful for, oh, the good old times.

The good old, the good old Reagan days.

Oh, I miss Reagan, you know, like it's, I don't know why Reagan, but,

uh, the idea is that nostalgia.

It's really powerful stuff.

Oh, that's right.

Because the reason why I mentioned that is because I had another lead that's

like, hey, I mean, do you remember the days of, I remember the days of

like, you know, waking up and having jelly on toast, something like that.

Like I was using that kind of idea.

Um, Anyway, so let's move on.

So this is an example.

This is for the, this pillow.

Suterra?

The Suterra pillow.

Diana.

So this was interesting because it's done in a third person point of view.

So it's giving names.

Diana, 67, was terrified that her husband's poor sleeping habits

would destroy their marriage.

Ooh.

As a retired, uh, as a, uh, as a retired claims service supervisor, she made a

priority to Joyer Golden Years with him.

The couple even moved to Arizona to become closer to the son and grandkids.

However, all that changed a few months ago when her husband's

health dramatically worsened.

So he was dealing with sleeping problems, right?

Uh, husband was dealing with sleeping problems, I guess, but he couldn't

get, he couldn't get out of bed.

So he was so stiff, he couldn't get out of bed.

I was so alarmed, I almost called 911.

Um, 70 million Americans.

Oh, this is a nice little coupling, too.

It's also bringing in a stat.

70 million Americans experience trouble sleeping.

Public health problem, the CDC says.

At first, our husband's health problems were bearable with

medication and frequent doctor visits.

After all, They've been married for over 30 years.

Diaz wasn't going to let that, let that get in the way of the relationship.

And as years of poor sleeping habits passed by, she noticed behavior changes.

He no longer wanted to play with their two pet cockatoos and go on daily walks.

So bringing in a lot of emotion of who they were, like it's really

leaning into these older people.

They have cockatoos, they're retired, they're in Arizona.

They're just wanting to spend all their golden years.

Um.

He didn't want to visit grandkids anymore.

He would randomly snap at her emotional distance, so he was not getting good

sleep, so he's being really grumpy.

My husband and I started growing apart.

I didn't know it was even possible after 30 years of marriage and

building a family together.

She admitted one day he told her that he wanted to start

sleeping in separate rooms.

Oh, devastating too.

So, and also this is interesting.

If you were to bring in, Um, I highly recommend reading a lot of fiction

and also getting into psychology.

If you're reading psychology, anything with Carl Jung, I talk

about archetypes and then talk about also, uh, things with relationship.

This could be really powerful too if you talk about, uh, attachment theories.

And so this is obviously she, certain attachment theories, attachment styles.

Because we each have an attachment style to our significant other, uh, if

you are married or in a relationship.

And so.

Learning about that is really powerful because then you can also bring that

into the story because people can relate to attachment styles because

that's what it makes when you listen to.

Stories about relationships and go and then you're like, oh, that's totally us.

Oh, yeah, that's my spouse You know you even hear for other people you go.

Oh, yeah Your husband sounds just like my husband or your husband sounds like

my wife or you know It's vix versa or vice versa because we all have attachment

styles and so you can see right here.

There's a certain attachment style that um You can feel from her.

It's coming from her point of view.

Uh, so it's like a close third person is what we would call it.

So it's coming from, it's the third person, meaning that it's

giving names, but it's close.

It's meaning we are closer to Diana and her experience of what's going

on than we are to her husband.

But we're also sensing like she is clearly more attached to him and

is wanting to, wanting him to love her more, but it's getting more

difficult and it's causing her grief.

So.

I actually like this.

I think this is pretty good.

And I imagine, um, and then it goes to sell a pillow, right?

And this pillow is really unique.

It's really weirdly shaped.

I'll bring it up as an example.

Oh, matter of fact, it's right here.

There you go.

67 year old woman discovers simple side sleeper secret.

Help eliminate neck and back discomfort.

True story.

The secret saved her marriage.

So right away it goes into the benefit of that it helps eliminate

neck and back discomfort, right?

So the main benefit isn't going to be, and it saved her marriage.

The main benefit is what it actually does, which is reasonable,

which is understandable because a pillow can help with this.

How can it, you know, I would, it'd be interesting to see 60

year old, seven, 67 year old woman discovers simple size sleeper seeker

that helped save her marriage.

And eliminate naked back discovery, you know what I mean?

Like it just I don't know, it'd be weird to test, but it's like

it, the secret saved her marriage.

So the first initial thing is that fact that it, it, um, it helps.

So the idea is, and then it goes into what the pillow is,

it's this weird shaped pillow.

How does it work?

Yeah.

Oh, what's also good to this editorial to, um, something we'll talk about

later in design, but, um, showing that it is, so you see how it's, this is

really powerful stuff is when you show the, it's coming from another, nice.

We show it, uh, social proof from an outside source.

So when they see it like this, when they see And then breaks out and it

shows this is like a screenshot from what looks like Instagram, right?

This is really powerful stuff to use in Abiturial because it shows social

proof from a different platform.

So it look, so it shows that this is gone, this is bigger than

where you're looking at it now.

It's, in a sense, it's To the mind, you go, oh, it's even being featured

on Instagram, which I'm also on, or maybe even show it on Facebook,

or show it on TikTok, and so on, like, that's really powerful stuff.

So having a screenshot from Instagram and having it plopped in here as

well, I think it's pretty powerful.

Dang it.

Every time I do that, I like spill.

It's like I, sometimes I wonder if I don't know how to drink properly.

Heath, you're just a mess.

And I'm not editing this out.

You get to see me.

This is part of the bonuses.

It's just Heath being a, just a, just a messy boy.

Messy boy.

All right.

Here we go.

Example three.

I can show this one, see if I could, okay, I'll pull it up later.

Example three, there aren't many older folks, there aren't many

older folks without knee pain.

And so this is interesting.

It's a nice combo.

And this is also what I've seen done with like Blissy.

So they'll give like maybe a statistic and then it'll go into so and so's chronic

knee pain or like so and so's story.

I've seen it where it's like Sally's story or something like that.

Paula's story.

And then it's like really brief story.

So here's a nice little stat.

An estimated 30 million seniors suffer with chronic knee pain.

Millions have more have occasional knee pain.

It's super common, but one senior has found the answer is as simple as changing

how he gets dressed every morning.

Ooh, that's nice, right?

It's, it's as simple as just getting dressed.

That's awesome.

That's, that's a nice little connection, right?

So what's good about that too, and this is nice, is that it's nothing

outside of the norm of their daily life.

That's another thing too, is you want to make the product,

the offer part of their routine.

It's as simple as just.

It's, you know, it's part of now my breakfast.

It's part of my now morning routine.

It's I just add it as I'm combing my hair.

So it doesn't, it's not an extra step.

You don't want people, people don't want to do anything.

They don't want to do an extra thing they have to do.

So then this actually slides right into the normal thing

that they are already doing.

And whammo, like the benefit, uh, how it benefits her life without

having to do an extra something else.

It's, it's great.

So, uh, Jack's chronic knee pain.

Jack was a typical 65 year old, a pretty, so again, third person, pretty active

middle class life and a nice pension coming to him as a parcel delivery driver.

Cool.

So giving him a backstory, but he was a, so it's like really

honing in, honing, homing in the.

Uh, avatar.

One thing that wasn't the typical was his knee pain.

Years of delivering packages took a toll on his knees.

You can replace this with a construction worker.

You know, contractor.

I think I've done that.

I did that actually, yes, back in the day.

Years ago, I did it for a CBD patch.

One of the leads was like a construction worker after years back breaking work.

And it was a CBD patch that, you know, you're able to just slap it where it's

needs, where you need some, uh, help with.

Pain relief, uh, and plane turns.

Both of my knees hurt.

Those years of truck, of truck steps, then porch steps took their toll.

My knees hurt more than, uh, hurt more than most of my friends.

Jack explained he went to the doctor seeking relief and left disappointed.

The doctor said they weren't bad enough for knee replacements.

He just suggested physical therapy.

So like, this is going right into this is great because

it's like not getting answers.

So it's being skeptical of doctors not getting the answers they want.

But then, uh, you know, And then got stuck on painkillers and it sucked and

then he came across this simple solution, which is, of course, this knee sleeve.

Um, and then I'm going to show these different avatars.

Let's go, let's go and look at right here.

Find the avatar.

Here we go.

So it's this knee sleeve, right?

So it's.

Super simple.

And then it's the answer.

It's an alternative to surgery.

It's alternative to painkillers.

How awesome is that?

He's able to do, and what the knee, and then it goes into, and I'll talk

about it in the body, what, how the knee sleeve is different than other

knee sleeves and it's affordable.

And a lot of knee sleeves through the doctor usually costs

hundreds of dollars or whatever.

This is very affordable.

That's another thing too, is always like lean into when it's,

when it's a crowd that is 55 plus.

Always lean into the fact that it's affordable and it won't cost

an arm and a leg, no pun intended.

But like it won't cost them a small fortune and it's, they

don't have to see a doctor.

They don't have to get hooked on painkillers.

Awesome.

That's what seniors want.

Okay.

So those are the main leads.

Now I'm going to go kind of talk about it on, let's, let me show

you some more examples here.

Let's see here.

Oh yeah, the actor trial.

Okay, so this one is a personal story that I recently wrote.

So I wrote this from start to start to finish in the bonus thing,

and I, and I rewrote it, and then I cleaned it up and everything.

I lost my mind during all that.

It was like two and a half hours of me just like, whoa, late at night like.

putting this together.

It was fun.

I had a good time.

Uh, so this is based on what I know.

Elite is working.

I know that there is an editorial already working for a watch

a kind of Fitbit alternative.

So I'm if I know that it is working according to what I'm hearing from

affiliates, why reinvent the wheel?

Don't need to reinvent the wheel.

Take what's working and rewrite it.

Rewrite it and test another and see where it's missing.

See where you can improve upon.

And rewrite it and get it out there.

So quick summary.

So if you're 55 and concerned about your health, this new smartwatch

May for seniors is a game changer and can help detect serious health

issues before it's too late.

Where I saw where it's missing is that they weren't mentioning

that it's for seniors.

Weren't, like, really getting down to the brass tacks of the

audience and who they're going for.

So, I thought I was dying.

The pain, the pain in my chest was so intense.

I thought for sure this is it.

This is how I'm leaving this earth.

It happened about a month back.

I was outside fixing our sprinkler system when I got lightheaded.

My limbs went cold and my vision blurred like I was swimming with my eyes open.

Then my chest felt like something was sitting on me,

like someone was sitting on me.

It was difficult to breathe.

I panicked, went inside the house and embarrassingly asked my wife for help.

She arrested me to the emergency room.

The dog checked me out and asked me a ton of questions I didn't know.

Questions like, are you keeping an eye on your heart rate?

Do you regularly check your blood pressure?

How have you been sleeping?

I couldn't help but feel ashamed like a little kid.

I never paid attention to that stuff.

I come from a long line of men that could walk it off and be fine the next day.

So a lot of this stuff is like, I'm using the same cadence that I know

is working from that abiturial, but I'm switching things up and

where I see it could improve upon.

Um, being more specific, getting the specificity.

Anytime That you anytime I can see a generalization or some sort of general.

I want to be more specific There is more emotion and connection with specificity

Okay I couldn't help but feel ashamed and this is also true through the

through the research and also if you know anyone In your family that is

older Especially men, older men, they, they can fall off a roof and break

up their body and be like, I'm fine.

Right.

It's just, it's a ego thing for older guys that are like, I'm fine.

I don't complain.

I'm not a baby.

I'm not even that old.

So pointing out that he's not even that old.

He's put on an extra few pounds, but he wasn't as bad shape as other men.

He sees his age and then it turns out he has acute, he had

acute pain, uh, you know, panic attack from anxiety and stress.

But the doc did warn me that my age and size could be

cute closer on my heart rate.

And then the doc also told him like what to do, cut out some beer, do

some more walking, get better sleep.

So then like, how can he do that?

He wants to take these steps to do that, but it's, there's so it's

overwhelming for a lot of people.

So what do you do?

You start small.

How do you do that?

By getting this, by getting this device.

So by getting this ActiveTrack Pro, you're able to keep starting

to keep track of these issues.

So he was a little scared, you know, he went searching online, found a good

fitness tracker that was also, uh, affordable and wasn't super expensive.

Big brand name, like smart, like Apple or Fitbit or any of that.

And that it was made specifically for him.

It's made for seniors, uh, which I, you know, which I hate that

word, but I hate computers more.

So I'm pointing out the fact that like, he doesn't want to be considered a senior.

I'm not a senior, but I also hate computers.

So it's like, I want to point that out, right?

Made it easy to set up.

And it was all awesome features as the expense of smartwatches,

but a fraction of the costs.

So.

Then it goes into, I do a comparison, I'll talk more about the abiturial, the body of

it later, but I wanted to bring in that, like, that's just, that is not a long.

I mean, maybe it's longer than usual.

The story ones tend to be a little bit longer when it comes to word count.

So this is 311.

Okay.

So that one's a little bit longer for sure for a lead.

Um, but again, super short compared to what you're seeing in VSLs

or sales letters and all that.

Um, Okay.

Let's see here.

Okay.

And then I have a lead here.

Let's see.

No, that's the light.

Oh, this is light socket.

Diabetes solar.

Okay, here's another one.

So you know, some of a groan wall light on my back in severe

pain and covered red tomatoes.

So I see the kitchen trash was swollen.

I went down to take it out.

It was late at night and I didn't realize my back patio stairs had frozen over.

It was dark and back.

Patio light stopped working a while ago, but meaning to get it replaced, but I

just never got it around to it Anyway, I slipped on the first step and down I went

with a bag of trash, which ripped open, made a mess all over me in the stairs.

I was in pain for a good week with really bad bruise on my

pal bone and beating up ankle.

Really feeling.

Up there in my age.

I told my neighbor about what happened and he mentioned how he had

something, how something similar, something similar happened to him.

He said he lucked out though, because he had these new motion sensor floodlights

that requires the electricity.

No wire can be installed in 30 seconds.

So the idea is we saw these lights that you just, they're sensor lights, they're

just sensor lights and you just can like.

Put in the battery and put it up and it just like brights up.

Yeah, wherever you walk, it's sensor picks you up and able to light your way.

So the idea, the story goes is like I told a, you know,

scary story that no one wants.

And then this is based on what I've seen in research is like

people that fall down their stairs.

Because they're, they didn't realize how cold it was outside.

It frozen, the stairs frozen over, they fell down, they didn't see it.

And.

And they hurt themselves and no one wants that.

Right.

So that's an emotional one too.

Let me show some more here.

So I'll show you some.

So this is the disruptor angle.

How to German.

Two Germans are crushing the market with these powerful hearing aids.

So this is here.

com.

Um, and this is, this is more, you know, this talking about who they are.

They've been knowing each other for a long time.

And then they came up with this breakthrough technology that now

they're able to disrupt this market because now people can get amazing

hearing aids for a fraction of the cost of what it normally, you know,

hearing aids can cost up to 5, 000.

These are a fraction of the cost.

Cost.

And then you go click to qualify.

And this is a lead gen because then people would go to different locations, wherever

they're located and get this specific type of hearing aid, uh, installed.

PowerPod.

So this is a story base.

Don't get straddled by a dead phone battery.

PowerPod gives you hours more and it fits on any key chain.

So, okay.

I have a funny story to tell you.

It wasn't funny at the time.

To me, I think there's a lot of rambling, but it's funny because

it's told from this perspective of an older individual because they're

using, you know, it's about their son.

Let's see their son Harrison who's skateboarding.

Um, and the idea is he When he was out, you know his mom said like call when

he's done You know, he'd never called.

I just thought that it started raining and I mean pouring He was still with

his friends, I remember, oh yeah, he told them about like, bring his power

pod, he forgot about his power pod.

He got in the car and said like, oh, my, you know, my phone was dead.

He threw open the car door and said, my phone's dead again,

I couldn't help but laugh.

His friends left a while ago, but he stayed to his perfect

crowd as he, uh, as he called out about got caught in the rain.

I think, I think this is a very long lead, it's kind of silly.

But the idea was like, this kid goes skateboarding, he didn't call.

Mom goes and picks him up.

He's poor.

He's soak.

He's soaking wet in the rain From skateboarding because his phone died

and he power, you know, but because he forgot his power pod So what I would

do too is make there's an opportunity to make it more emotional like getting

somewhere so an older individual Obviously this is leaning into the fact

of, uh, the emotion being coming from the parent and their child being stuck

stranded somewhere with a dead phone.

Like no one wants, no parent wants that.

It's very scary.

So you could probably up the ante on the emotion part of this story.

Uh, instead of it just being, I mean.

Possibly this is working really, really well for them.

Obviously, if it's on native, but I, I would argue another lead

that I would test out as I do a dramatic one, do a dramatic one.

Because no one, you know, if you're stuck somewhere, if you're really like,

think about you as an individual, if you got stuck somewhere and you couldn't

get a hold of friends, family, and then you're, you know, You know, and then

bring it back to that attachment style.

Your husband or wife has a certain attachment style at home and they're

freaking out where you're at and they can't get ahold of you and they go and

call and call and call, but it goes right to voicemail and they're freaking out

like that is, you can sense that emotions like no one wants to be in that situation.

So there's an opportunity, I think, for another story to test out for this one.

And that's another thing too, is like when you're, when you're.

Pitching advertorials and they show you like, say, for instance, you get with a

client that's already doing advertorials and they show you the advertorials

that are, you ask, like, which ones are working, which ones got close to

beating the current one and so on and you can see, like, the more research

you do, the more you do these, you could see, uh, opportunity to test out.

Hey, let's try out this angle because, uh, Yeah.

Based on this audience, based on the emotion, whatever, like

there's opportunity, there's always opportunities to try out different

angles because you could be testing.

That's another thing too, is a lot of these people, you come, you test so

many advertorials, test, test, test.

It never ends.

So let's go through here.

So miracle sheets.

So this is that one talk about, uh, again, using that, uh, social proof.

People are, these are just, they're viral.

People are picking them up and then talks about the stat and these

are the best sheets in the world.

Yeah.

What makes them so great?

Okay, I think you get the idea of that one.

Uh, so this is the startup disrupting So startup is disrupting the entire multi

multi billion dollar smartwatch industry health benefits are credible So like

this one is very straightforward like gaining popularity quickly in the u.

s And selling out everywhere for long time support Watch industry,

just a big companies that could set the prices they wanted.

So this line has been used so many times for so many different leads.

First, I've used it for HVAC for, uh, you can use it for lead gen.

You can use it just like the idea is again, it's this underdog

going against the big guys.

It's powerful.

So look how short this lead is.

This is the lead.

That's not like what barely like a over a little over a hundred words,

maybe not even, I don't even know.

Like it's so short.

That's not even a hundred words, probably maybe like 50.

You know, and then it goes right into it.

What is it?

And we'll talk about that in another one.

So this one, this one is a great example of right to it.

So this two inch arm patch from a company called sleep is making

waves across the internet by helping thousands finally get the sleep they

deserve and wake up feeling refreshed.

I mean, just gets right to it.

You could say that this is the lead right here.

Gets right to it.

Some are saying breakthrough oral sleep, uh, or break could eventually

make oral sleep supplements and even prescription sleeping things.

Sleeping pills, I think in the past I'm talking too fast.

I'm sorry.

Um, and then it goes into the reviews and then it's like Susie story and

it's like, it's interspersed with these little stories about which is just.

Testimonials dripping through and then what is it?

How does it work and the benefits of it?

So that's really powerful That's again example of get to it abattoir.

It just gets right to it.

This is a long one This is actually a longer lead.

This is a story based one, which is it's been running for a long

time So it must be working.

Um, it's interesting So this japanese method sucks out

all the toxins in the body.

So this lead is so dragged out So what I would do to test if they were to

test it I would Get right to it faster because it's like one of our top editors

was great until he wasn't that's so weird Dennis renamed here for privacy

reasons a great colleague a friend of us It almost feels like a long like vsl

type lead and talks about all them All this stuff about him like he started

dissing himself in the office all this stuff He didn't like all these problems.

Like it's like It's just it's just all of david is just all these problems all the

way through here and then he went Um, he went to a spiritual retreat for a week.

So that was the solution.

Is he went, cause that's where he found the solution, is when

he went to a spiritual retreat.

And where and what he found at the spiritual retreat changed his life and can

now change thousands of other lives now.

Right?

So this one is a really long one.

And if you got my order bump, uh, for all these swipes, you can read all this.

I think it's working.

Um.

What I would do, I'd be interested to know what they were trying to do to

test different leads because this is a very, it's very long and I wonder,

I would test some other, maybe I would test an outcome, a benefit outcome

lead where it's like what it can do.

I would, there could be a possibility for a disruptor market.

Um, some sort of stat could be here too, just something that can get to it and

needs to get to it faster in my opinion.

It's just as like talking about David and how he's just a schlub,

like basically just this like, no, I'm sad at the office all the time.

And everyone's like, David, get out of here, dude.

You're bumming everyone out.

Go on to a retreat.

He's like, fine.

I'll go and retreat.

Hey, I put these things on my feet and now I'm better.

You know, like I feel like we can get to it faster, but anyway, I just want

to show you this is a story based one.

So Excuse me, uh shine armor.

So are you tired of getting showroom show always wanted?

So this is a good example of like things of the past like people

aren't using wax anymore not getting uh as good of A good of job.

So then it just kind of like I like this waxing is dead So it's

bringing in this kind of stat, you know using you know wax is the old

way of doing things You know, it's

yeah, it's just getting right to it's where it's like, it's

just going right to the pain.

Like, are you, are you tired of not getting the showroom shine?

You always wanted to get, maybe your detailing products aren't as good as

you hope you need to keep bringing it.

I think the lead's okay, but maybe it's.

There's some ways to test.

And I did one for these guys years ago, uh, through an agency, Weekend Digital.

Shout out to Tommy over at Weekend Digital.

So when they had them as a client, so I did one where it's like more of that

desire of wanting that showroom shine.

And um, it was almost like this jealousy, like other people,

like, how are you getting your car so shiny and leveraging that?

Like leveraging.

What others want from that guy that is like the professional detailer and what

what are the professionals using that they're not again It goes back to that

like what's the secret to these guys getting huge that I'm not using to get

huge, you know People always want that.

Okay.

So this is again.

It's what works is kind of like I guess you could say another example of a lead

is like the old thing, the old way of doing things or it doesn't work anymore.

It might, it might've worked up until a point, but now it's,

here's the new way of doing things.

So like this one has done really well.

Uh, this, this cosmic, uh, impressive high res near and far

photos with just a smartphone.

So the idea is you hook up this to your phone and you

can get a closer, better shot.

So, uh, and obviously in the hero image, they're showing like.

An outdoorsman and what you're able to capture look at that image of that ego

what you're able to capture and here's what it looks Like and now it hooks up to

your iphone or to your smartphone, right?

So right here smartphone camera technology has come a long way in

recent years putting a near pro quality camera everyone's hands But still even

the best phone cameras have limits.

So it's again showing like it's it's come a long ways however, it's no longer

like it's not as good as it could be and that this answer helps it be Even

better you can get better shots and it's and it's also bringing the fact

that it's so simple It's like you can if anyone has a smartphone you can have

this and take the best shots of your life Out and about and whatever so it

adds that again that convenience factor of like you don't have to do an extra

step You literally just take this thing and hook it to your and there you go

Um, it's with you all the time Okay.

That's it.

That's it for now of all the leads.

I think I've given you plenty.

It's almost an hour long thing.

Yikes.

Uh, but I wanted to give you that look at the best thing to do is obviously go

back to the audience, go to the audience.

And is this a product that is, has, can be set to disrupt a market, disrupt

a market that everyone That everyone is part of, and like, it's the big

market, like again, the smartwatch.

So if there's, everyone knows about the smartwatch, but like this, the

underdog smartwatch that's coming through and is even better, and no one

knows about, the disruptor, the hearing aids that are a cost of fraction, that

are a fraction of the cost of normal hearing aids, and it's disrupting the

big hearing aid tech company, right?

So under, disruptor angles always work for the leads.

Maybe I don't want to say always work, but they work so well for a lot

of the gadgets, a lot of the e comm products, the logic headline, um,

bringing in a logic, like what the, uh, the problems help, like a statistic.

Did you know that, you know, one in three houses get robbed every, every.

Or like, you know, did you know that there's a robbery?

I use this actually for these little, we called it the home howler,

but it's like this little alarm we've set up underneath the door.

And when the door opens, it like, it like triggers the alarm.

And so we use a statistic where it's like, what is it?

Like a home gets robbed every thirty seconds or something like that.

So using that.

As a statistic, like, wow, like, it just makes you like, oh, it kind of makes you

sit up and, you know, and this little, this little door stopping alarm, this

little door stopper alarm is now set to disrupt the home security system,

uh, the billion dollar home security system, and it's so easy and it costs

a fraction and you can get one today.

So, statistic is really, really powerful.

Statistic with a disruptor, even bigger whammy.

And then, of course, an emotional story, we'll always.

Not again, I'm using always, but not always, but if it calls, if it can use an

emotional hook, if there is an emotional hook available, if you, if it, again,

it goes to your audience, if there's something there that could be used, great.

I've seen it where I'm like, I don't think this is, I've seen an advertorial

with her using an emotional story for something that I felt was too

far left field for this product.

In other words, like it's just the emotion didn't.

It didn't match for what the product is actually solving.

It was a reach.

In other words, it's equivalent, again, to that Better Butter Spreader, where

like, I didn't have a weapon, but I added my Better Butter Spreader to

this, to this burglar that came in.

It's a reach.

Like, you don't need, you don't, don't force an emotional story if it's not.

If it's not available, uh, and when I say emotional, like dramatic

life and death, there could still be an emotional story based on

nostalgia, based on embarrassment.

There's other emotions that we can feel, uh, that people can relate to.

So just keep that in mind.

I hope this was really helpful and you can, again, take this, take this example.

Take this as your example download this and you can use it and replace

it and be there with you So you can now like anytime you write a lead

you're like, how did he What did he thrive for that lead for the disruptor?

Here you go Um, and then also if you have the order bump if you picked up for all

the swipes You can take a look at all those leads and help you out as well.

Uh, that's it for now That was a long lesson on leads,

but I hope it was helpful.

Thanks guys.

Bye.

Bye