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#1 best way to find NEW ad angles — Transcript · YTtoTranscript

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#1 best way to find NEW ad angles

Tiana Asperjan · 1,679 words · 8 min read · EN-ORIG

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Below is the complete, readable transcript of #1 best way to find NEW ad angles by Tiana Asperjan on YouTube. Read the full text, copy any part you need, or generate a transcript for any video with our free tool.

Stop obsessing about ad formats. If you want to pump out more winning ads more often and increase your win rate, you got to start here with a strong core message. Because unlike formats and styles, which may accidentally lead to one or two winners, a single strong core message will lead to hundreds of

winners. In this video, I'm going to break down how to identify a core message and turn it into hundreds of winning ad concepts using my three-step core message equation. Hey, I'm Tiana. I'm a creative strategist with Roots in Traditional Copywriting, and I help DTC brands find more winning ads on Meta more often with

copy first creatives that convert. Today, we're going to look at my core message equation to make it easier for you to identify a core message that your audience needs to hear and translate that into winning ad concepts so you can create messaging first ads that actually convert. And I'm also going to show you

an example of a brand that does this very successfully and transforms core messages into dozens of concepts. So you know exactly what I'm talking about. Quick aside, I want you to understand why this is so valuable because you can't scale without messaging first ads. There are three ingredients in every ad. We got format, which is is it a video or

a static? We got style, which is how does it look? And we have message. Now, most marketers, brand owners, creative strategists, media buyers get very caught up in the style and format pieces, which is just how does the ad look to the audience, right? So, they'll see a trending style, try to squish or

shapeshift the message to fit that style. But there's a huge flaw with that approach because yes, the visual can grab the attention of your prospects, but visuals won't get somebody to take action because the thing that actually persuades your audience to take action or click or buy is your message. So the message is by far the most important

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ingredient in your ad. It cannot be an afterthought. So you need to understand how do you identify that core message that is going to jolt your audience into action. That is what we're covering in this video. So let's walk through my three-step core message equation. I use this to get clear on a core message

behind my ad before I even think about the format or the style. So, I want you to imagine that you are about to meet your ideal customer out for coffee, face to face. And at that coffee date, you're going to present them your product or your service. Step number one, you got to figure out where your audience is at.

Before you leave the house, get clear on two things. One, what stage of sophistication are they in? Two, what stage of awareness is this customer in? Now, if you're not familiar with those concepts, do not worry. I have made that super easy for you. I created cheat sheets for both the stages of

sophistication and the stages of awareness. And they outline which copy strategy to use for each stage. So, if you want access to those, there's a link below where you can download the cheat sheets for absolutely free, which I suggest you do because by answering those two questions before you even leave the house, you're going to know

where to start the conversation at the coffee shop. This is really about orienting yourself with where your customer is at right now. So, for example, are they aware of similar solutions? And you kind of need to start by differentiating your product from the competitors right away. Or is this the first time that they have ever heard of

a solution like this and you need to start the conversation by just chatting about the problem. Once you know that, you can move on to your next step, which is step number two. Who is your prospect? At this point in your journey, you should have done some research on your audience already. If you don't have

a solid research process yet, I highly recommend that you check out my other videos where I break down my dig research method. It's super efficient and it will help you make this step really easy because here's what you have to do here. I want you to go through all of your research and I want you to write

down two things. One, your prospect's number one struggle or pain point and number two, their deepest desire or the number one benefit that they want. Once you have that, you have all the info that you need to identify your core message because this is the very last step. Step number three, bridge that

gap. Your core message is very simply the bridge between where your customer is now and where they want to be. And all your ad needs to do is provide them that bridge. So that's essentially what your core message is, a little bridge. So for example, the number one pain point is late night cravings. And the

number one desire is to lose weight. My core message might be something like this ends late night cravings so that you can lose weight easily. Here's another example. If my number one pain point is I can't stay asleep and the number one desire is to feel rested, my core message might be this helps you

sleep all night so that you wake up rested. Now this is super super important. Okay, you are not writing your ad copy at this stage. Right now you're just identifying the message that your prospect needs to receive in order to take action. So from there you can take that message you can translate it

into video hooks and headlines and ultimately winning ads winning copy. This is the power behind messaging first ads because just one strong core message like this can literally lead to hundreds of winners hooks headlines right so for example if I know that the core message that my audience needs to hear is this

ends your cravings so you lose weight easily. I mean I can communicate that in a million different ways. Maybe it's a static creative that says, "End cravings in 24 hours." Or, "Stop dieting, kill cravings." Or a video hook like, "How I beat cravings and lost 13 lbs." Or a video hook that's like, "Three ways to

end cravings naturally." And the third way is my products. Those are all very distinct ad concepts, but the underlying core message is the same. So, all I need to do is choose the style that best supports my message. Do you get that? Let's look at a real life example. So Coco and Eve, this is a beauty brand.

One of their hero products is a hair mask that repairs your hair. So they did their research and they identified a core message that resonates with their audience. The pain point, bleached, damaged hair. The desire, smooth, healthy hair. The core message, this repairs your bleached damaged hair. They took that one message and created

multiple winning ad concepts by matching the message with a format and style that supports it. For example, this is a POV style video hook. It digs in the knife for that pain point, which is bleached fried hair. And then it shows a transformation to demonstrate the desired outcome, smooth, healthy hair, ultimately communicating our core

message. This repairs your bleached, damaged hair. In this ad, they use that same core message, but they communicate it with a very different style of ad. This is an FAQ or comment style video hook that poses the common pain point as a question. How do you repair bleached, damaged hair? And then it serves up the

solution as the answer, which also very clearly successfully communicates a core message. This product repairs your bleached and damaged hair. Here is another one. this ad. It uses a simple if then hook. If you have this pain point, bleached damaged hair, you need this solution because here it is. Here's our core message. It repairs your

bleached damaged hair. Now, this ad relies on a before and after hook to show the audience how they can go from bleached, damaged hair to smooth, healthy hair that has been totally repaired. This is a demonstration or experiment style ad where the creator is testing the product right in front of our eyes to prove that this product core

message repairs your bleached and damaged hair. So, do you see how those five very different ad concepts? They all use different styles, yet the core message is exactly the same. Repairs your bleached and damaged hair. So, that's the magic of getting clear on your core message. It makes the concepting and iterating process so much

easier because you're clear on what you're trying to communicate versus the opposite where you're trying to replicate a style or a format and you're trying to squish a kind of halfbaked message into your visual. All right, that's it. I hope this video was helpful. You can use this core message equation to unlock many different core

messages and angles for your ads. You can address different pain points, benefits, objections that your prospect might have. It all starts from your research, right? So, if you need access to a research process, check my other videos. You can also join the Copy First newsletter. I send out lots of information on that and lots of

freebies, too. Links for that are below. In the meantime, thank you so much for watching. Please hit subscribe and let me know if this was helpful to you because if it was, and I know that, I will put more videos just like this one out for you. Thanks again for watching, and I'll chat with you soon.