Angle: Brand X > COLD > Optimistic viewpoint / seize the greatest opportunity
“Listen up! A supplement of a lifetime has hit the market! Are you prepared for it? Are you paying attention? I hope you are because you’re about to hear a shocking secret that may change your life.
Do you really know what’s going on with the bodybuilding industry? The biased media and your peers may only tell you only what they want you to know. There is mixed messaging everywhere…
The reality is, the tide is changing. The single greatest formula in the market is coming and only a few people will create the physique of their dreams from it. These are the secrets that the top bodybuilders don’t want you to know!
Want to take advantage of our research? We have put together a 1-page PDF that holds the secret formula, and you can claim your copy for FREE for a limited time. There is no obligation – just click the link below to claim it for FREE.”
The angle is your funnel.
Attention – first section
The first section is your attention section. This is crafted to call out an emotional hook and throw in some functional substance. The first two lines are the most important – you really have to grab people’s attention as soon as possible.
In this case, the emotional and intangible “WOW” is to be on the fast track to being a better bodybuilder. These are benefits that cannot be measured – something someone feels; you are playing on their ego. When they take this supplement, they will look and feel amazing, and outperform the best bodybuilders. Think about Coca Cola – the emotional and tangible benefits are having a great time, socializing with friends, enjoying the holidays and so on.
The “WHY” or functional/product focus are the functional benefits. The functional benefits in this case are more muscle growth, less training time, and faster recovery. Each functional benefit becomes your hook and links back to the emotional and tangible benefits.
Note that in a ‘warm’ ad, there is more focus on the functional benefits. For example, I would include “You will learn how to gain more muscle and recover faster; without long workouts” in a warm ad. Warm ad copy is meant to build trust and establish a connection with the audience, and highlighting functional benefits can help persuade them to take action. Similar to cold ads, hot ad copy is more focused on creating urgency and excitement, and may emphasize emotional benefits and aspirational messaging over functional details.
To summarize: cold ads should focus on generating interest, warm ads should build trust, and hot ads should create urgency and excitement.
Also think about the “WHY NOT” – why shouldn’t people buy this supplement. I.e., they don’t trust you, they’ve been burned by products in the past, etc. Factor that into the copy that you create for your first section.
Interest or curiosity – second section
The second section is the interest – once they’re hooked, keep them on the line. Build a bridge story that takes them from problem to solution, while building intrigue. A question helps with this – “do you really know what’s going on?” and “mixed messaging everywhere” helps relate to the reader and build rapport while piquing their interest.
Desire and wants – third section
The third section is the desire – reach out to their outcomes. The truth isn’t so bad because something will be improved – now or in the future for them. Our solution is the one they must have and this takes them to the new state or improvement they want. What will be improved is their physique once they purchase our formula and unlock the secrets that the top bodybuilders on the planet keep for themselves.
Action – final section
The final section is the action. Tell them what to do next and get them to the next step in your funnel. In this ad it is quite simple: “Click the link below to claim it for FREE.”
There you have it. A good example for your next cold ad. Whatever you do, don’t invent the next big thing in bodybuilding and use this ad because your inventory will run out before you can design the hot ads.
