Hi everyone. In this lesson, what I'm going to do is take you through just a few brief steps that I like to do before I start writing the ad copy. And actually before I start doing much of anything else, because this will be my initial guideline process, and you don't have to follow the process exact, you might have some tools that you prefer to use. But the important thing to know is that the more research you do ahead of time before you create your ad, the more precise your ad will be, the more targeted it will be to your target audience, the better people should react to it, the better Facebook should like it if people are reacting better to it. And I'm just, I mean, essentially you should really help with your results. So I won't even touch a Facebook ad until all of these steps are done.

So I've got my own system and my own process that I like to use. Again, I use them all use some of them, but do not start a Facebook ad without using any of them. Alright, so the very first thing I do is I just open a blank document and the blank document, I'll just, I don't know, you don't have to name it whatever you want, but I'm just gonna call it ideas, guidelines, or whatever, we'll just call it something like that. And I'm just gonna think about the product and selling and then just think of some initial thoughts and ideas that come to my head about it. So for this lesson, what I'm going to do is I'm going to borrow one of my clients who is trying to sell them some cookbook, okay, so I like that example because hopefully everyone's familiar with dim sum.

And, and everybody knows what a cookbook is. And it's just, it's popular. It's a popular ethnic cuisine, and it's Fun. And, you know, I think it's just a really good example of something that people may want to buy, but not know they want to buy until they see it. They could be interested in, you know, the Chinese culture, they could be interested in, you know, Chinese New Year's coming up, they could be interested in buying presents for that. So actually, having said some of that stuff, let's write some stuff down.

So ideas. So first of all, I have to think about I have to think about some general ideas for my target market, and market and then I have to think about I want to think about some ideas for my copy. So my copy, I'll just call it ad copy and make it little bit more specific at copy. And so if the target market let's just do that and get further sells lots of room. So one of the things I said is one of the target market for Dim Sum cookbook and let me just write that up there just so we don't forget what we're looking at. So ideas for Dim Sum book.

It's a lot more precise. Okay. So another target market, it could be in general people interested in Chinese. So capitalize that. And Chinese culture. People inch.

Let's make it more specific people looking for gifts for Chinese New Year. Um, the other thing is Valentine's Day is coming up. So we could even say something like people looking for gifts, gift ideas for Valentine's Day. Do something like that. And when I'm going to guess so this is where we just start kind of really brainstorming what type of person we We'd really want this and this should be easy for you because hopefully everyone's selling a product that you have a personal interest in and a passion for. And hopefully, that if not, that's okay, because some of our research will show us what that type of person is.

So remember, we're writing this with people who are going to want the product, we're not writing this for ourselves. So this is why it's really important to do these steps. So we don't get swayed by what we think is gonna work, we are actually doing steps that are more of a proven formula, because before I spent my client money or my own money on Facebook ads, I really want to have a really good sense that it's actually going to work and produce results. Okay, so I hope that I hope you understand why this is quite critical to do. So let me think Who else would be interested. So I'm going to think in general terms who would be the most likely like the most likely to buy him some cookies.

Look, I'm going to hazard a guess it's probably somebody who's already purchased cookbooks. So people who have purchased cook books in the past. And then of course, who else is going to people who loved and stuff? Okay, that's how I'm gonna start my target list because this is again all guesswork, and I just want to make sure that we're where's my bullets? Okay, there we go. Okay and then your ad copy.

I don't have too many ideas for what I want to put in the ad copy right now except for something like love dim sum. Maybe we'll start the ad off with starting an ad off with questions. It's always good. And obviously, I know that I want to try people who love Dim Sum because why else would you find a dim sum cookbook unless you want to while your friends so we could add something like wow, you and your ad copy. We could say something like allow your friends. That sort of stuff.

Stop, it doesn't have to be exact wording, but just you just kind of getting out your initial ideas. Okay, so now that you started this, what I'm going to do is kind of minimize the screen a bit and move it over. And underneath that I've got this open. Okay, so open a browser. And what we're going to do in the browser, the first thing we're going to do is we're going to do a Google search. So under Google, I'm going to just type in dim sum.

Three coming up, me, so Dim Sum cookbook. And what I'm looking at here, I'm not going to spend a ton of time on it, I just want to get again, I'm just helping myself build this list over here. So I'm just gonna do some general idea, because I want to see the people that come up first on Google at any point in time are the people that have more, more than likely spent a great deal of time and money on marketing. So they've really been very careful about their messaging and about their SEO which is a lot of times about wording things on the back end. So we are going to take some of their ideas, because we know these are the ideas that are responding and resonating with target audiences. So we know that the wording is hopefully really good wording that works.

And so we're just going to borrow again, we're not copying, never, never never copy. But where we're doing is kind of just boring some ideas that we could also use. So under the first one is about a business. So we don't want that we're gonna go to the next one dum, dum, some cookies that are geared to both the beginner and the experience, dems, some cook. And I kind of the idea I'm going to get from that is it's how they're mentioning that a dim sum cured for the beginner or experienced Dim Sum show, but for me for this book, I'm guessing that it probably be if somebody already knows how to do dim sum, chances are they've already got recipe books, they might not be as interested in to you and I'm just assuming here I'm getting guests That it's the people who have never cooked it before, that want to impress their friends that want to try something new and try making something they like, they might be more likely to buy it, I could be wrong.

Um, so I mean, maybe I could say something like, and again, I'm just running down idea I'm not writing down this perfect wording. So I'm gonna go over to my notepad gear to, I'll just say, here to beginners, or advanced. But I think I'm gonna stick more to beginners get gear to beginners, or, you know, geared for novices or gear for people just starting out. Or you could even just say, you know, I'm, again, I'm gonna change my wording, but I'm just gonna say it's pretty much dim sum, din some dummy proof, which basically means that someone like me who's never even tried it might actually have some good results. Okay, so let's see what else we've got here. And again, we're just getting general ideas.

So I hope you're catching the drift here. Everything you know, make you an order delicious, some dim sum. So, I'm going to start creating some words that describe dim sum. So delicious, of course, because that definitely describes dim sum. So anytime I see a word I like, I'm just going to throw it under that word category. Let's see what else there's nothing better than a steaming basket fresh, dim sum.

Oh, I love that. I love the visual. So I could create a little section here called visual. And we could say like the word steaming. And, you know, just some, it just gives me an idea that in my add coffee, I want to create the visual perception so people could see it and smell it and almost taste it if that's possible. But the more you peel to people senses in your ad, the better response you will get to your ad.

So I like the word steaming and of course, that's just gonna trigger me later to add some more descriptive type boards is what I'm looking for. So let's just keep going. Let's see what else we find here. Um, every chef and cooking enthusiast, okay, that might be okay wording. I like it, but I don't not in love with it. So I'm just gonna skip it.

I'm just gonna go to page two. And let's see if I could pick just one more example for you. Here, this one here talks about Dim Sum traces of history, which is kind of neat, because, I mean, with a dim sum cookbook, you wouldn't necessarily look for Dim Sum history in it. But people who are very interested in the Chinese culture or the Chinese cuisine, might be interested in the history of how it came about. And I know my clients book does include some of the history. So we could say we could say something like it's a bonus section because not all, Jim some cookbooks would have it and I could say under the bonus section, I'd added something about, you know, Dim Sum history.

And then I'll all look for something that goes along with that. Okay, so you didn't do this for five minutes, 10 minutes. But the point, again, is just look at some of the ideas I got just from doing that one quick little exercise based on what you are trying to sell, you are going to have much different results. And usually when you are doing a Google search, as you know, you're going to get ads at the top of the page. And those ads at the top of page obviously, are actual advertisements. You can look at those to get examples of what she could be doing for an ad.

But what I'm going to do is click on here images and see if Google could go out and find me any images for Tim some cookbook advertisements, and I don't see anything here there's an advertisement. But that's okay, this is all still demson. So what I'm going to do is look at ideas from a page like this one I'm going to look for so I'm just gonna look really quickly in general Like I just give myself my three second rule, so you can look at it for three seconds and see what stands out, because that's gonna help you out as well because whatever students out, there's a reason it stands out. And you can use that type of concept when you're creating an ad because obviously, you want your ad to stand out visually because that's the first thing that's gonna stop people to it. So the thing that stands out for me and it could be different for everybody, but I'm usually attracted to the color red and it's probably because I know that ride works really well in ADS.

So just something to keep in mind. But the ones that stand out for me the one that stands out for me the most is this money here. And that is another book cover. So I just really like how that stands out. This one here, which is, you know, got red on it display down here. This one's got a bit of red in it, so I know for sure I'm going to use red.

In the ad. It looks very attractive, very professional and it really stand out in a Facebook feed as well. So, um, yeah, so really I really like I really like this for some reason, I think it's, I think it's just cuz it's got a really nice visual, right chopsticks, the red wording, I think it all kind of blends in together and looks really good. Let's see what it says a collection of simple Chinese Dim Sum recipes. And that may be a good thing to to trigger as well is if we're going after people who are just starting this, we could actually say simple, dim some recipes. So they know they're not complicated.

So I'll write that down on my list too. So simple. Some recipes. Okay, so that's going on my list as well. Um, okay, so we looked at Google in general, we looked at Google Images, we looked for ads, and we looked for in general, what people might be searching for. They're looking for a dim sum cookbook, the next place we want to go, go up here and we're just gonna go over right amazon.com and what we're going to do in Amazon is no matter what product you're selling, I can almost guarantee that you're going to find it on Amazon.

And we were looking at just general descriptions to get ideas. So we're going to do the same thing with Amazon. We're just gonna have I just want to get a general sense of how people are actually wording things in order to attract the right buyers, that will be most likely to purchase a dim sum cookbook, so I'm just going to type in dim sum and see what comes up. Okay, so here are some right here like that the Chinese tea lunch and dumplings all day long. So cute. dumplings parcels and other delectable Chinese snacks.

That's really cute. So what we're going to do is just I'm just going to randomly pick one so let's pick this one. I want to look at the book description so under every Amazon product you will find a description and then If you keep scrolling down, you are going to find something called reviews. So we'll get back to the reviews in a section but just you know, if you scroll down, you will see customer reviews. Let's look at this description. Let's see whether steamed or fried fish or meat roller dumplings.

Delicious bite here to tempt everyone's taste buds. I like that wording that is really nice. So again, I'm not going to copy. But first of all, I like the idea that they're listing that Dim Sum can be vegetables or meat because then it will appeal to vegetarians or meat lovers, or whatever. So I'm going to write that down on my list. I'm going to say vegetable, I'll just say veggies or meat.

So I've remembered that I might want include that in my copy. And I like how it's tempting to everyone's taste but unlike the the taste, bud tempting idea, actually, I'm gonna put that under my words. The words of news, say tasted tempting, and maybe I'll even say something like tasted explosion or teeth, I'll just put taste but I'll get fancy with the wording later. Anyway, so let me just put that there. So again, it's just whatever triggers you that it's just to get general those general ideas. So we're going to scroll down, we're going to scroll down, and we're going to come to customer reviews.

And the good thing about customer reviews as you know that these are people that have actually read a Chinese cookbook, which is what I'm trying to sell. So whatever you're trying to sell the reviews are going to be those products and services. You want to know what people are saying about them, how people are feeling about them, how people are interacting with them. That is really good. You know little tidbits to have in your arsenal. So So here are some reviews and you just scroll down you can see a few more.

So I'm going to click on see all purchase verified reviews. So I could put all the reviews at once and then when I'm going to a sore thumb. So there's the top positive reviews and see all nine positive reviews, I only want to look at the positive reviews. And the reason is I want people who love it because those that I want, what they thought of it and why they loved it to attract other people to love the same sort of thing. So again, I'm not copying words, I'm not copying them review, I just want to see what people are identifying as highlights for them. So here this person sort of three rounds, she really liked it.

So this is a great idea. She's ordered three she's probably given two away. So it's probably a great gift idea. So I'm gonna put that on my little list here. I'm gonna put a great gift idea okay. Okay, both through all the basics.

Okay, well, that's a five star review this review that's not that positive. Let's see fiance love the gift. So great gift idea. If she gave it to her fiance Say we could even be like, Great Valentine's Day gift idea. Okay, what else? Um, a variety of Dim Sum measurements of both.

Okay, so that's kind of boring. Item is described, okay? I'm finding and easy to follow. I like the idea that cooking dinner someone's fine. So let's just put down into my words we're going to put in the word fun because making Dim Sum does look like a lot of fun if I knew what I was doing, which I would have, once I read the book, okay, so anyway, so there's they're just some idea. So again, I'm not gonna harp on this spend a lot of time on it.

I just want to give you that thought. And idea that no matter what you're selling, that there are more than likely going to be reviews on Amazon in other places. You can even go back to Google and just type in whatever your product is. So you would choose do product plus the word reviews and hopefully it'll bring up different reviews. I mean, Google reviews, is a is a very popular place for people to leave reviews as well. Mostly for products.

You know, Amazon's very, very safe Google's very, very safe to look at Google reviews on products. And under my target market, I'm just gonna quickly then go in, and I'm going to add, just in general, what they look like, like where they live, what age about what I think anyway, but we're, we're going to verify all this, so don't worry, but just in general, I'm guessing that people who like to cook dim sum. Well, first of all, where am I going to sell my product? That's very important to know. So, this, I'm going to go off to the US market. I know that I don't know which specific areas of the US market but I know I only want to sell it to the US market right now.

And um, the other thing I know about them, I'm guessing is I'm going to just say like CLI you Moms to cook for family to cook healthy. And actually enter words I'm going to write down the word healthy because dim sum is healthy cuisine for the most part, and then you get the deep fried stuff which tastes amazing, but maybe not quite as healthy but the stuff in it's healthy. So likely moms to cook healthy, or to cook with their kids, because kids love making them some. So let me add that in. And then I'm going to add this cook with kids idea. I'm going to put that down under my ad copy as well somewhere because I think that might be nice, fun thing to do.

If I end up targeting moms. It could be people who like party entertaining, because dim sum is a great party type of food that you could take when you're going to a party and you want to impress people, or if you like hosting dinner parties, that would be that would be good as well. So um That's all I can think of. For now. I just wanted to use market and I'm guessing it's gonna be maybe moms or just people who like party enter, like to host parties, or go to parties where they need to take some food. So I'm guessing that, you know, that could be any age at this point.

And it could be men or women. I don't know, I'm just I don't know, if men would actually be, you know, as likely to want to make them some but why not? Right. So I'm not going to judge for now. I don't know. So right now, I'm just gonna say man or woman and a question mark, because I want to find out age group, because I want to know, I don't know what they're going to be.

And I'll be like specific geographic areas. I don't know. But these are the things that if I do know, it's going to make my eyes more targeted. And the more targeted your ad is, the less money you're going to spend on people who are not as likely to buy your product because why? You know waste of money if you could, I mean, if I gave you a roomful of 100 people and I said, Okay, these people are your exact target market, and then I give you a room of 1000 people say, These may or may not have any of your target market in it, but this is gonna cost you more because there's more people, which one would you be most likely to put me on? Right?

So, I mean, if someone gives me a room of 100, targeted people who are exactly my target, that are the most likely to buy, I would definitely stick to that group as much as possible. So this again, just start I hope it was very, very helpful to you. And basically in the next lesson, we are going to be looking at some of the tools you could use to make this more defined and to make it more specific. Okay, so thank you and I will see you in the next lesson.