Nicholas Kusmich shared a wonderful presentation on his 10 stage ad formula. This is not the first time I have watched Kusmich present. I also saw him last year at Social Media Marketing World when he gave this presentation: #SMMW18: How to Ensure Your Facebook Ads are Profitable Every Time. In this year’s presentation, he focused on building better Facebook ads. His ad formula is based on three principles.
When creating an ad, you want it to generate attention and provoke action. Kusmich outlined the techniques he uses that gets him repeated success. He began with three principles.
Three Principles
Capture attention: The first principle is about capturing attention. As Kusmich noted, you must stop the scroll somehow. You can do this in a number of ways but it focuses on imagery.
Here are some specific tactics he recommended:
- Make the image pop. You can do this by adjusting the contrast.
- Go grayscale. If everyone is doing color, changing your photo to gray tones can slow the scroll down.
- Provoke emotion with your image. Let your image tell the story without words.
Make a connection: Next, you want to start making a connection and building rapport. Start with a “yes” question. Guide your reader in the right direction. You want your reader to feel as though you are talking only to them. They should feel that you know their problem even better than they do. Write copy that connects with them.
Call to Action: Finally, you need to provide pointed instructions to your reader. Tell them what you want them to do. Provide a call to action.
10 Stage Ad Formula
Kusmich showed how he pulled these three principles together with a 10 stage ad formula. He also showed this formula in action and shared access to take away resources.
The formula is rather specific, so instead of outlining it here, you can go to the resource Kusmich is sharing.
Folks like Kusmich make it look so easy. The reason that I repeatedly attend sessions that he and others give is to get a better understanding. I am really happy with what I walked with from this session.
Additional Reading
- #SMMW18: The 3-Step Strategy to Turn Attention Into Revenue on Autopilot With Facebook Ads
- #SMMW18: How to Ensure Your Facebook Ads are Profitable Every Time
- #SMMW18: Facebook Ad Strategy for Small Businesses
Photo by Will Francis on Unsplash
