JonCameron Johnson

If you run ads for your business/practice keep reading...

Let me ask you a question.

If you and I were playing a card game and I gave you 2 cards to shuffle...

How well do you think you'd do?

I'm guessing that it would be a TOUGH thing to do.

You'd wonder why I'm asking you to do a stupid thing like that lol.

See the reason I bring this up that advertising platforms attempt to perform with the constraints you give it.

These ad algorithms are the world's greatest digital "natural selection" machines.

That seems like an oxymoronic statement haha.

Stick with me now...

Consider this.

If you asked your staff member to execute a task for your business, without the tools and raw resources to be effective...

How would they do?

Horrible.

Just like your staff... the ad platform needs RESOURCES to perform.

And the resources that we provide it are 2 major things:

🎆 Creatives (Images/Videos/Shorts/etc)
📝 Copy (words that persuade and sell)

Now this may seem simplistic, because at a glance it is.

What if I told you - running ads you have about .1% control of how they perform.

*gasp*

WHY would anyone do it with so little control?!

Ahh see you're looking at it backward.

The fact that the algorithm does 99.9% of the work is actually a benefit...

There are LESS things you have to get right.
There are LESS things you have to control.
There are LESS things that can break.

The fortunate truth is that as these platforms PUNISH squeezing down the targeting...

And more and more of the back end targeting gets stripped from these platforms...

(Thanks Apple... lol)

We can now focus the lionshare of our time, energy and focus on those 2 things.

The CREATIVES, and the COPY.

Different styles of images or videos.

Humor & Satire
Aspirational
Educational
Pain Based

Different opening hooks.

Some calling out the market directly.
Some asking epiphanic questions
Some sharing stories
Some making confessions
Some stating hard truths

With these you can create custom combinations by the hundreds... even thousands like magic to solve the "Rubik's Cube" of ads for your market.

More on this tomorrow on how we create thousands of variations for our clients to find winners out the gate. 🏆

Stay tuned. 📺

-J

Losses.

Setbacks.

Getting punched in the face.

Disappointment.

Any innovator is aware of them.

In the space I get the privilege of operating in...

My clients have HUGE WINS. Some get smacked in the mouth.

What I find is the ones that win...

Never quit.

Never stop.

Some of my top 3 clients have lost combined about $4M in failed advertising & acquisition.

Creating.
Measuring.
Learning.
Iterating.
Innovating.

Until they get THEIR unique formula down.

I am no different.

Spending nearly 6-figures (which isn't a lot) in failed ads even for my company Etho to bring an idea to the market.

An idea that to my core believe should exist.

The patients my clients impact changes lives.

Transforms.

S**t... reinvents their lives.

Because they don't believe in quitting.

Some of them are some of the most relentless MF'er you'll ever meet.

Why?

Because when they see the Rubik's cube of person's health problems...

They see a puzzle that CAN and WILL be solved.

They innovate their way to a solution that has never existed before.

But they flirt with failure all the time.

The key is...

They never quit.

And that's why they win.

And I'm lucky I get to work with them.

Have you ever been asked to put together a sales presentation...?
..one that would definitely resonate with your marketplace and create new business...
..one that would be in the right order...
..one that would just make the conversions happen.

So you sit at your desk with your computer and start at a blank slide wondering...

"WTF do I title this thing...?"
"How long should it be...?"
"What's the best format...?"
"What do I put in it...?

Yeah... I've been there too.

And the first time I taught it to a client - took us 4 months for us to get it all together.

Mostly because I SUCKED at teaching her...

After producing about 250 of these videos now, I've gotten down to a formula that works for us.

Here's our 10-block heuristic - I hope it serves you.

01 COLLIDE 💥

An effectual and succinct compelling "promise complex" that tells watchers within 5 or so seconds... what the video is about.

(Think MrBeast YouTube Video Titles)

02 FILTER 🔀

Clearly define the parameters for who this video is for.

03 CLARIFY 🔍

Create obvious contrast between what you do and your competitors.

04 CAPTIVATE 🤩

What possibilities are open to your market if they stay and watch?

05 INSPIRE 😲

Showcase compliant proof/testimonials or tell a visceral story to illustrate your effectiveness (without self-aggrandizement)

06 INTRODUCE 👋

Give a "salt-of-the-earth" introduction on who you are and why you're qualified to speak on your idea.

07 EDU-SUADE 📚

A term I coined to "educate & persuade" simulatenously. Consists of articulating the PROBLEM to provide a clear SOLUTION that leads to an desired OUTCOME.

08 BIFURCATE 🔪

Create clear binary choice in the road. Inaction/going alone vs going with you.

09 DECIDE ⚖️

Clarifying the ACTUAL decision they're making. Choosing which future they'd like to lead.

10 DIRECT 🫵

Leading to the next step from an alpha frame.

The Engine Architect that Etho is developing will be a game-changing DIY video-guided prompt tool that spits out a "go-to-market" ready presentations.

It's coming end of Q3.

Gonna be wild.

-JonCameron