Hey Ryan, Andy Stickle so I was going to start typing out some answers about those Facebook advertising
campaign that you’re running. But I figured it was easier just to do a
screen cast and create a video out of it because there’s kind of a lot to take about here and it’s a little difficult to show
you or to explain it on just typing. So what I’m going to do is… I want to look at your two ads that you’ve got here. I see a lot of issues and probably why
you’re not getting great results out of it and I want show what you should be doing
instead and kind of what you can do. So you sent me two ads here, the first is a video. The text is “Stop scrolling. Our attorney Charles Grimes wants to
tell you a secret, well seven secrets. Learn the seven secrets the insurance
companies don’t want you to know, and find out how to maximize your recovery
when dealing with insurance adjuster.” Okay that’s one ad, and there’s a video
with this gentleman talking right here, in front of a painting, in front of a… Looks like a kind of an old… I guess he’s in probably a
conference room or whatever. Learn the seven secrets the insurance
companies don’t want you to know. Don’t let the insurance adjuster for you. Now the other one. “Do you need to speak to
a personal injury attorney? Before the insurance company
begins to harass you, find out how to ensure you will be
fairly compensated and taken care of. Speaking with the attorney blah blah blah. Now here’s the problem with both of these. There’s no pattern interrupt, there’s no… I mean really. So when I look at one “Stop scrolling. Our attorney Charles Grimes wants to
tell you a secret, well seven secrets.” Little bit of… I mean, I guess maybe you’re
invoking curiosity there, but there’s nothing there that basically says “Hey, have you been in a car accident? You need to talk to a lawyer.” you know. And actually this… I’m assuming it’s car accidents but
it doesn’t say anything about car accidents. So what you kind of need to do is, you need to make it a lot more apparent
about what you’re actually doing. I’ve got a lot of clients that everyone asks for. I can’t really show their ads in this example
because you would figure who they are. I’m going to show you mine. So basically this is an ad that I’m running,
and it worked really well. So let me see if I can… Hang on a seconded. I wanted to show you basically,
the elements that I have going in this ad, and why it works so well. And then I can tell you some
things that I do for attorneys that works really well for injury attorneys. Go back. Alright, here we go. Alright, so you see me. So you see the top here, “Hey lawyers”,
because I’m advertising to lawyers. So you know, this whole thing is trying
to get people to download my cheat sheet. The three secrets to getting more
law clients from social media, and everything in this ad is deliberate, and
it has a purpose, and I’m going to go over all that. But the first thing right away, ‘Hey lawyers” and it’s in a big red box. So anyone that’s scrolling through
their newsfeed, is going to stop, and they’re going to see that. The other thing… Look at the color of the video. See how the color is kind of very contrasting. It’s got an interesting background. There’s some red back here,
there’s like a light here. I’m a little saturated in the middle. That’s something that makes this pop out. So right off the beginning,
I’ve a pattern interrupt, and that’s basically what I… What a pattern interrupt is basically
when you’re on your news feed or somebody’s on their news feed
and I’m on the desktop version. But when someone is scrolling
through their news feed, and they’re going through. And of course my computer
is choosing now to be slow. But you know you got to get
their attention, and that video… I mean look at all the stuff that’s going on here. I wish my computer would work. But bottom line here is that, especially on the phone,
and on you know wherever. They look at this… You’ve got to have something
that gets their attention. So when you look at this, you know this video right here,
is not going to get their attention. It looks like an attorney; no offense, Adam shows I’m sure
Charles grimes is a nice guy but he looks like a stuffy attorney
in a stuffy attorney office. There’s nothing about this, “Our attorney Charles Grimes wants to
tell you a secret, well seven secrets.”. Okay that’s fine, but you and then the headline “Learn the seven secrets the insurance
companies don’t want you to know,” What insurance companies? Are you talking about my
homeowner’s insurance company, are you talking about my car insurance company,
you’re talking about you know my whatever? I don’t know any type of insurance company,
my health insurance? It’s not calling out the problem,
it’s not calling anything like that. So look at my ad again, look at the text, ”Most lawyers struggle to get
leads using social media because they have a very old but common
method that almost everyone uses.” So basically what I’m trying to do here is,
I’m doing what’s called an opportunity switch. So what I talk about here is the old way,
so basically most lawyers they’re an old method.” What if I told you there was a new way that
allows you to get better leads at a better cost. Right so now I don’t know if you can
exactly do that with just personal injury. Now personal injuries are a little bit tricky
but there’s different things you can do. So what you could do is, you could do something that says like hey… So where I had “Hey Lawyers”
you could have something that says “Injured in a car accident?” or even just
“Car accident” or you know question mark. Something like that, that basically even if
they’re not watching it gets their attention, because that’s the first thing you got to do. You got to get their attention before you
do anything you got to get their attention. Then what I like an ad that I run
that I think is pretty interesting, is an ad that basically says… Let me pause this video
because it’s distracting me. It’s a video…
It’s an ad that says… Pause, this isn’t working okay here we go. Okay so I’ll run an ad for
personal injury attorneys that says, “Most people don’t realize that“
or I’ll say something like “Did you know that a recent study found that When you have a personal injury attorney
help you with your car accident claim, you get a settlement that that’s 3.5
times larger than if you didn’t have one. Click to learn” and then I put in there “Tag someone who’s been in a car accident” or “Tag someone who needs an attorney”
or something like that. You know so something like that,
that’s a little more enticing, it provides information you know. So I don’t hate you know. Okay so “Seven secrets the insurance
companies don’t want you to know” is fine, but what I would do is, I would say something like “Did you know that after a car accident,
the insurance adjuster will often try to call you as soon as possible
to get a statement from you, and they’ll pretend to be your
friend but they’re really not. They’re trying to act quickly to save money. Learn this tip and six more secrets
the insurance companies don’t…” or maybe “Six more sneaky ways the
insurance companies will try to trick you, following a car accident.” Something like that. Something that actually provides a little bit… You want to peak their interests a little bit. You don’t want to just have you know this. This isn’t descriptive enough, you know
it’s got to be a pattern interrupt. It’s got to be interesting,
it’s got to be something that… you know, can you remember when
they go to Facebook, they’re looking at cat videos, they’re looking at pictures of their
friends, their family all that kind of stuff. They not here to hear what attorney
Charles Grimes has to tell them. They don’t care unless they
know how it affects them. Now if they’ve been in a car accident and
there’s something that grabs their attention because it says car accident
and there’s a video there. That is talking about something related
to a car accident and then it says “Do you know that the car insurance
company is going to trick you” blah blah blah. That’s something that will get their
attention because it relates to them, it caught their eye and then it related to them. But that’s kind of the whole
problem with this ad that I see. Is that… That there’s no pattern interrupt,
it’s not descriptive enough. It doesn’t even actually you know… I mean we have done stuff. I’m trying to remember that
the ones that we did recently. “The seven secrets insurance
companies don’t want you to know.” We’ve done more descriptive ones like “Seven ways the insurance company
tricks you after a car accident.” or “Seven ways your car an insurance
company will try to deny your payment.” You can’t say “you” either because…
You got this one through but you can’t say “Have you been in a car accident?”,
you need to say something like “Car accident” or “Most people don’t
know this about a car accident.” or things like that. Motorcycle accidents is kind of the same thing. We’re done things like, “Three ways the insurance company tries to
blame all motorcycle accidents on the rider.” you know. Whether it was their fault or not. You know different things like that. Something like that, that’s much more descriptive,
it’s just much more appealing. You know that’s kind of the biggest thing. Just making that change, you’re going to see a huge
change in your in your performance on the ads. The same thing here, I mean the copy here… This is a little better because at least you
got some cool video here but it’s still… I mean I listen to the audio, it’s a very generic. It’s just an ad, you don’t want just a copy. I’m sorry. You want something that is actually
going to entice them with content. You know, the first line “Do you need
to speak with a personal injury attorney?” It’s just not very good. I mean it should be something like you know… I don’t know what to do with this video. But it’s just not the best way to do this. You’ve got to lead with the content. Now I’m not sure if you brought
my Facebook marketing guide but I’m not trying to sell my guide here. But my guide talks about content marketing,
it’s all content marketing. That’s what works really well. These types of ads, I mean there’s a saying “Even a blind squirrel finds
a nut every once in a while”. But these types of ads just don’t work very well. I mean sometimes you’ll get lucky and find one… But we’ve had that happen before
and we used to run these types of ads. But when you do the content marketing,
it works way better. Now let me take you to the landing page. I like that you are coming to a landing page. “Discover what you need to know when
dealing with the insurance company”. Now here’s another tip. I would do a how-to without
statement for this entire thing. I do that quite frequently now. So with mine, if you look at my sheet here it is… Actually okay, so this is a just shortened it here. “Three secrets to getting more
law clients from social media.” But if you can see this thumbnail right here. It’s the three secrets to getting
more law clients from social media without getting screwed by a marketing company. Now that’s following a how-to format,
it just doesn’t have how at the beginning. So what that format is, is how to insert the thing that
they want and then without and then insert the thing that they fear. So this is the three secrets but
then the thing that they want is more law clients from social media and
I know that because I know my clients. I know what a lot of lawyers are wanting and then
without getting screwed by marking company. So getting screwed by marking
companies is the thing that they fear. I have another version of this, that be without
is without losing time and money. That’s another thing
that lawyers don’t want. So how do we apply this to personal injury. Which you can do is
you can do “How to get your medical bills covered following
a motorcycle accident without getting”, you know, “without getting ripped
off by the insurance company” or you know “How to make sure
that you get all the money…” “How to make sure that you get all the money
owed to you following a car accident without…” I don’t know without without a big battle
with the insurance company something like. I mean I’m kind of drawing a blank
right now because I’m on the spot. But you can play around with that format
and you can make it work you know. That works really well because it’s enticing,
you showing them how to do the thing… This guide will tell you how to do the thing
that you want without the thing that you fear. That’s something that really important. For example, a bankruptcy attorney, you can do “How to file for bankruptcy
without losing your house.” Family law attorney could do, “How to get divorce without alienating your kids.” How to, you knowm if you’re targeting
men for example, you can do “How fathers can get divorced and
get an equal custody of their children” or equal split custody of their children But that’s what you really need to do. I mean… I see attorneys all the time, you
need to stop thinking like an attorney and start thinking like a consumer. Put yourself in the shoes of the person who’s
actually going to be looking at your thing. See if they can figure out what it is. Show this landing page to somebody
that has no idea what it is. No idea what the purpose of this is
and ask them if they can figure out. Okay, what is the content. When I clicked “Show me the secrets”,
when I do this and enter my email address what am I going to… What is the topic here? “Find out the secrets insurance
companies don’t want you to know” What insurance company? Car insurance… Is this following how to get your premiums lower? Is this how to, you know
it’s got to be a stupid simple. That’s the whole thing, I actually have client who… It’s actually a coaching client of mine. His videos were very complicated
and he even told me like “You know my sister watched some of my videos
and didn’t have any idea what I was talking about.” and I was like “Okay, yeah well
there’s a good indication right there?” Eric, I’m kind of calling you out on this. But what I told me I was like “Look you need to record a set of videos. Don’t tell your sister at all,
what these videos are about. Send her the video and ask her to give you
a summary of each video and tell her so… And if she can’t figure it out,
then it’s too complicated.” and that’s the same thing you should do. You should send your ads,
send your landing page, send everything to someone
who is just an average person… Someone who just doesn’t know what
this is and see if they can figure it out because sometimes you get so blinded you know. “Find out the secrets the insurance
companies don’t want you to know” You know in your head that your car… That you’re talking about
the car insurance company. You’re talking about following a car accident but looking at this, I have no idea,
I’m assuming that what it is. But I have no idea so there’s no reason
that I’m going to enter my information. Well first of all, I’m probably not going
to end up even clicking on this page. If I do, it’s going to be so enticing, that I’m
actually going to give you my email address and commit to getting whatever is here. And that’s why this works so well
because on this page right here. You know, I have addressed,
I have captured their attention, I have captured their interest because we’re talking about here’s
the old way of doing something and here’s the new way of doing something. You know, download this guide
for the new way doing something and then when they get there you know, “Three secrets to getting more
law clients on social media.” That is what they want. They want more law clients and they
want to do it through social media. And then they get “Three secrets to
getting more law clients from social media. So that’s exactly what they,
they know what they’re going to get. They’re going to get some sort of
guide that’s going to teach them how to get more law clients on social media. This media right here I’m not
really sure what the point of it is and then to come through here even
more they don’t know exactly what it is. It’s got to be more descriptive. That’s just my whole thing,
I mean if you change this from ”Learn the seven secrets the insurance
companies don’t want you to know”, you can even change this to
“Seven secrets your car insurance company doesn’t want you to know following an accident,
after an accident” or something like that. And actually I’d wouldn’t say “you are”. I’d say “The seven secrets car insurance company
doesn’t want you to know following an accident.” No, you can’t say “you”. “Seven secrets car insurance companies don’t
want drivers to know following an accident.” That’s perfect, you know that small tweak to this… And you know I would probably
figure out a way to do a different video. I have another video if you
go to my YouTube channel. Oops. YouTube channel… I could probably just put
the link here but I’m kind of lazy. So I think, it’s called the eight elements… So go to my channel here, it’s the
Esteemed Lawyers of America Channel. You see I think it was
eight elements to a Facebook… Let’s see… Here we go Lawyer video marketing,
eight essential elements of a law firm. So this goes through in depth,
this breaks down every piece, of the ad that I showed you that I created This ad right here. It shows you every single piece there’s
eight elements that are all in there, and I highly recommend you go through and
watch this video and then film another video because doing that you’ll realize
that there is a lot of element… Everything in here has a purpose,
for every single word that’s in this video. Once you understand that
you’ll have a lot more luck. So this video went a little long, hopefully this is helpful and
let me know how it works for you. Looking forward to hearing
some success stories.