The 3 Laws of Winning Ads

I’ve been behind the scenes of four 8-figure and dozens of 7-figure high-ticket offers helping them scale their ads.

There’s 3 common traits (or laws) of those who are winning the game of ads. 

In this letter I’ll be diving into each one. 

Trait #1: They test… a lot. And 1 specific type of ad creative. 

I remember I asked Cole Gordon when I first was hired at his company what the “key” to ads was. 

At this point his ads have produced over 40 million in sales. 

And his answer was simply: “test a lot of VIDEO creative” 

Why video specifically? 

Video is the most engaging way to convey the 3 key points EVERY ad should cover. 

1. Your specific audience

2. The specific problem you solve 

3. Your specific process. 

If each ad you create covers those 3 things quickly, and effectively then it does most of the heavy lifting for the rest of the funnel. 

Your ad sets the initial conditions of the entire funnel from click to close - remember that. 

Trait #2: They go broad. 

Most of the time when I see people struggling with ads they go WAY too narrow on who they are targeting. 

They think niching down super tight is the answer - but niching down too small is only going to make ads expensive and a constant uphill battle.

For example, one time I saw someone saying their target market is dental hygienists who are burnt out. 

Really, they help people with burnout, but some quack coach told them to “niche down” 

There’s a lot of dental hygienist but how many really would describe themselves as “burnt out” 

…let alone willing to fork over 5k to “fix” their burnout. 

Your offer should appeal to the widest range of prospects possible in order to get ads to be scalable. 

Which leads me to Trait #3: Their offer solves ONE “bleeding neck problem” 

By far the most common issue I see with ads is people not solving a PAINFUL problem. 

If you sell “wouldn’t that be nice” type of offers then you’re going to struggle with ads. 

For example, an offer that helps people "find their passion" 

Or "discover their true purpose"

…might sound appealing, but it doesn't address an urgent, painful need. 

These types of offers often struggle to gain traction with ads because it doesn’t solve a massive pain they have NOW. 

On the other hand, an offer that helps people "eliminate credit card debt in 90 days or less" addresses a specific, painful problem. 

…and one that keeps them up at night. 

This type of offer is WAY more likely to win with ads because it provides a tangible solution to a real, immediate issue.

When crafting your offer, ask yourself: "Is this a problem that my target audience is actively searching for a solution to right now?"

 If the answer is no - then it’s back to the drawing board. 

Look, the fact is there’s no media buying “tips or tricks” that’s going to make your ads that are performing bad all the sudden perform well.

90% of ads are offer and creative.

The targeting is the last thing I look at when helping people with their ads.

If I can’t look at an ad and know
- Who’s it for
- What’s the PAINFUL problem they solve
- How they solve that problem
- What makes them unique…

…then it’s back to the drawing board.

You need to answer those questions in a clear, concise way in order for your ads to work.

Next week I’ll be going over the hierarchy of ad tests so you know what kind of tests to do that will improve your ad performance. 

This is my first time writing a true “newsletter” style email. 

Reply back and let me know if you found this valuable, and if you have any questions or other topics you’d like me to cover. 

Jimmy