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Create These “Propaganda” Ads To Instantly Explode Your ROAS

Introduction

Welcome, ladies and gentlemen, to today’s discussion about the transformative power of propaganda in advertising. Our focus will be on how you can utilize propaganda content to enhance your sales process and ultimately achieve those coveted million-dollar months.

Understanding Propaganda in Advertising

Let's start by defining propaganda. The intention of propaganda is to turn your sales personnel into cashiers by warming up leads and mirroring the organic sales process through paid advertising. Instead of solely relying on traditional direct response ads, we can incorporate strategic propaganda at key touchpoints within the sales process. This approach will assist potential customers in taking their next steps toward conversion.

Today, we'll specifically target individuals who have booked a call. This is the key stage we’ll explore in detail, as well as the types of content you should be creating to engage this audience effectively.

The Background of Propaganda

About ten years ago, I discovered Edward Bernays' book titled Propaganda, which shattered my preconceived notions about how content influences thought. Rather than seeing propaganda as merely a manipulative tool, I started recognizing it as a means of delivering specific data that shapes people's thinking.

Remember, thoughts are not exclusively unique; they are often derived from existing data – our experiences, conversations, and the information we consume. Therefore, our goal with propaganda is to provide valuable data that can influence behavior effectively, especially during the sales process.

The Format of Today’s Propaganda

For effective advertising today, especially in 2024, it's vital to use short, engaging video formats. Use vertical videos (90 seconds or less) that are ideal for platforms like Instagram Reels, TikTok, and YouTube Shorts. These formats are currently the most consumed types of content and offer substantial distribution opportunities for advertisers.

Facebook owns Instagram, WhatsApp, and Messenger, making it a goldmine for advertisers due to its reach and revenue potential. Even so, you can cross-promote the same video content across various platforms.

Defining Your Audience

Having a clear audience defined is essential in creating effective propaganda. Generally, we target two groups:

  1. Pre-sales Audience: These individuals are typically unaware of your brand. By creating engaging content for cold audiences, you can build a robust retargeting list.
  2. Direct Response Audience: This group consists of people ready for a call-to-action, such as booking a consultation or signing up for a webinar.

But remember: simply because someone has booked a call doesn't guarantee that they will show up. It's our job to keep them engaged.

The Pre-call Window

Once someone has booked a call, the average timeframe before their actual call can be about 72 hours. During this time, it’s crucial to engage them further with content that reinforces their initial interest and encourages them to attend the appointment. The pre-call window is essentially your opportunity to keep these potential clients engaged and excited about the call to ensure that they show up.

Content Ideas for Propaganda

  1. Salesperson Feedback: Understanding the common objections or doubts your sales team encounters can provide insight into the types of content that resonate well.

  2. Key Video Segments: Identify organic content that has successfully engaged previous clients and condense that information into bite-sized videos of 90 seconds focusing on action-oriented insights.

  3. Four Main Content Categories:

    • Questions: Address common inquiries that come up during the sales process.
    • Objections: Create content that directly tackles objections and reframes them positively.
    • Expectations: Set proper expectations about the results and what is required from leads post-sale.

Distribution and Optimization

Once your content is created, distribute it across your chosen platforms, ensuring you dynamically update your audience based on their interactions with your content. Anyone who watches a specific video should be excluded from seeing it again, allowing them to engage with fresh content.

Conclusion

By setting up effective propaganda campaigns, you can maintain consistent communication with leads in the pre-call stage, ultimately converting them into paying clients. Remember, the more data and insight you provide to your audience, the more likely they are to show up prepared and ready to convert.

Keywords

  • Propaganda
  • ROAS
  • Sales Process
  • Video Ads
  • Audience Targeting
  • Content Creation
  • Pre-call Engagement

FAQ

  1. What is propaganda in advertising?

    • Propaganda in advertising refers to content created to influence consumer thinking and behavior toward a product or service.

  2. How can I define my audience for advertising?

    • You can define your audience based on their level of awareness—cold audiences who are unfamiliar with your brand, and warm audiences who are about to take action, such as booking a call.

  3. What is a pre-call window?

    • The pre-call window is the time between when a potential customer books a call and when the call occurs, typically around 72 hours, during which you should engage them with content to ensure they show up.

  4. What types of content should I create for my audience?

    • Content ideas include salesperson feedback, key video segments from successful organic content, questions, objections, and setting expectations about the service or product offered.

  5. How should I optimize my content distribution?

    • Ensure that content is distributed dynamically based on audience interactions; exclude viewers from seeing videos they've watched and regularly update content for maximum engagement.

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