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Daniel W.: Welcome to American Small Business Institute, I’m Daniel Whittington and I’m here with Captain Mark Fox, in the non-military sense. Today we’re going to talk about how to create stunning Facebook ads for $5 or less.
Mark Fox: Or less, $5 or 5-25.
Daniel W.: 5 to 25.
Mark Fox: Somewhere in that range.
Daniel W.: Alright, so what are we doing here?
Mark Fox: The big idea here is, everyone’s trying to do Facebook ads rights? You’ve got to write a tagline, you got to have the headline then the tagline …
Daniel W.: You’re got to be an amazing copywriter and then you have to be a famous photographer evidently?
Mark Fox: Right, and the first step is, you’re going through the newsfeed and you’re scrolling is, before you even get to the headline and the tagline, you’ve got to have an image that makes them stop. Okay, so this is laser specific about images and how you can do something like Ogilvy & Mather or Madison Avenue, whatever it is, the big, big agencies that make killer, killer printer ads, how can you do that on a small-
Daniel W.: On a budget.
Mark Fox: On a small budget like small businesses. That’s the problem is how do you get people to stop the scroll? How do you make one of these killer looking images?
Daniel W.: Yes, and for me because of all the free stalk image programs these days, it seems like it’s not hard to get pretty photos but that’s different than being an eye-catching photo.
Mark Fox: Exactly, and we’re going to talk about it, some of the bonuses, how to get some really cool images for no cost [crosstalk 00:01:22] free right?
Daniel W.: Alright.
Mark Fox: You know we teach Dimension of 40 answers here, TRIZ, Theory of Inventive Problem Solving and what we do in there is … For people that aren’t familiar with TRIZ, basically the TRIZ community has looked at 2 to 3 million patents over 50 years and they’ve all been solved by 40 different solutions. What we do in the class and TRIZ is we take one specific lens and look at that problem and try and generate ideas, creative ideas to do something better with your business. This same concept is what I’m using here and we’re gonna give credit to Melanie Biel, I think is her name, we’ll give the link and everything to the post where I read this and first gave me the idea.
Daniel W.: Oh okay, cool.
Mark Fox: I’ve gone back and I’ve looked at this over and over and over again. She has 71 different techniques or concepts and thoughts like a lens, like a TRIZ lens to make a cool image. I’m modeling after TRIZ, so the steps are pretty easy, there’s three simple steps. One is pick a lens. There will be 71 different lenses you can use and we’re gonna show some examples here in a minute. Then you’re gonna brainstorm around using that specific lens, trying to think of a concept in your mind of what that image would look like and it’s meeting that lens. Now you don’t have to be a graphic designer, I’m not, I’m terrible, I can’t draw stick man, but if I can draw a specification, and I don’t mean rocket science spec, it’s gotta be a paragraph. If you go to Fiverr, that’s where the $5 comes in and you just tell them “Give me this stunning image that looks fantastic” and I go “I don’t know what you want-“
Daniel W.: Yeah, of what?
Mark Fox: Of what? What you do is you brainstorm first and you come up … using that lens, that image lens that we’re gonna talk about and you write a little description that says “I want an elephant that’s looking like this, that’s been mixed with that, blah blah.”
Daniel W.: Okay, so you get very specific.
Mark Fox: Get very specific.
Daniel W.: Okay.
Mark Fox: Because, like anything on Fiverr, if you just go “Give me whatever,” you’re gonna get whatever, okay? This is the hard part that takes a little bit of work. Now step two is brainstorm with your team, figuring out something that’s a really creative and unique image.
Daniel W.: Right.
Mark Fox: Then you’re gonna show the Fiverr designer, “Here’s the exact one that I’m talking about as a concept that’s off this article but I want you to design one for me with these specifications.”
Daniel W.: Okay, so how do you get to those specifications?
Mark Fox: You’re gonna look at these lenses and you’re gonna say … Let’s go to the first example here. Here was one, now this is one of the 71 lenses, is allow the location to be part of the design.
Daniel W.: Okay.
Mark Fox: Allow the location to be part of the design inspiration. This one was a shoe, upside down, with … it was for our marathon in Los Angeles.
Daniel W.: Oh, okay.
Mark Fox: Okay, so the location was part of the design. It was a pretty easy concept, it’s a shoe, I’m gonna pick all the things that are in LA area, Dodger Stadium, Beverly Hills Hotel, that type of thing. What you write, literally, would just be a spec about the length of what you saw on that bottom. “I need a shoe that has these five things in it and just combine those together.” That’s one example.
Here’s another one is juxtapose imagery to trick the eye.
Daniel W.: Oh, yeah like a … Like I’ve seen several of these where it almost looks like a, what do you call it? Not a visual hallucination but a visual … when you’re tricking the brain.
Mark Fox: Right, right.
Daniel W.: Yeah.
Mark Fox: Like the old books where you could do the 3D imagery.
Daniel W.: Yeah exactly.
Mark Fox: Cross your eyes really weird and you could see something, right? This is a very simple one, right? That didn’t cost a lot of money, you say “I want a woman with a book and a face that’s juxtaposition-
Daniel W.: Right, it’s like “I want a woman reading a book where the book is covering her face but her face is drawn on the book.”
Mark Fox: Right.
Daniel W.: Just be that specific.
Mark Fox: That specific. This one’s really cool and we always talk about this right?
Daniel W.: Show don’t tell.
Mark Fox: Show don’t tell. Normally at the Academy, we’re talking a lot with video, so here, looking at this example, show don’t tell. We’re talking about FedEx, they ship worldwide so what they did is they just put a map of the world on a brick wall and they’re handing a package between windows, shows you how easy it is to ship worldwide. What’s really killer about most of these things is trying to make this image without any words. Don’t do any words at all, think about that. Most of these good ones are like that.
Daniel W.: Okay so wait, that’s a key point I want to spend some time on just for one second because I think what you just said is the whole point of this video, which is the goal of a product photo in an advertisement … Not a product photo but a photo in an ad, an online ad, the goal is that the photo alone tells your story.
Mark Fox: The photo alone, number one, tells the story. You’re trying to get them to stop the scroll. You’re going through Facebook scroll, right? I want to stop the scroll because I’m not even gonna read the headline.
Daniel W.: It catches your eye, it tells your story-
Mark Fox: Tells your story.
Daniel W.: Okay.
Mark Fox: Stops you, then I’m gonna read the headline and the tagline.
Daniel W.: Really your headline and your topical, those are developing the thing that your photo already told.
Mark Fox: Right.
Daniel W.: Okay, got it.
Mark Fox: Yeah. I’m not that advanced, I’m just like, I want an image that makes them stop. Stop in my tracks so I got their attention first. The whole broker thing that we all talk about is how do I get whatever they were flying through there to stop them for a minute to say “What is this saying?” We’ll come back to that, your favorite one, the motorcycle. That’s kind of it, that’s the three steps right?
Daniel W.: Right.
Mark Fox: Pick one of the 71 lenses, the image lenses. Number two, brainstorm around a concept. Three, write the spec to give to the Fiverr designer.
Daniel W.: This comes down to a thing that I always say in the classes, which is that great artists steal.
Mark Fox: Yes, great artists steal.
Daniel W.: The idea is when you’re writing or marketing or doing anything that we’re going to be doing in this creative environment, it’s silly to think that you’re gonna sit down and come up with something no one in the world has ever thought of.
Mark Fox: Absolutely.
Daniel W.: No matter what you come up with, it’s gonna be a copy that someone else has done or it’s gonna be a spinoff or there’ll be someone who did it before and probably better. One of the fastest ways to create something amazing is just to go find somebody who already did that thing. This is why Pinterest works.
Mark Fox: Right.
Daniel W.: Right. Don’t come up with a great idea for your home coffee table, just go look on Pinterest, 1000 people have already figured that out.
Mark Fox: You’ve heard me say this a million times in the Dimension class. What does R&D stand for?
Daniel W.: Research and Development?
Mark Fox: That’s one right answer, the other-
Daniel W.: Ah, what’s the other one?
Mark Fox: Rob and Duplicate, remember-
Daniel W.: Yes.
Mark Fox: Rob and Duplicate, you’re gonna go steal it.
Daniel W.: I forgot about that.
Mark Fox: You’re gonna go steal the ideas. Like look at this next example here, the motorcycle one. I put that one in for you. I actually didn’t notice the first couple times I saw this image that it was actually a woman’s face.
Daniel W.: Oh yeah, it took me a second there.
Mark Fox: This lens is consider the individual parts that make up your product. I can take that exact ad and steal that for my company and nobody will know I stole it. Just go think about your product, what are the pieces and part that make up that service or the part, the actual part, like the motorcycle.
Daniel W.: You notice the cool thing about this and this is something that when you’re scheming this you’ve got to think about, the cool part about this is that the parts of the motorcycle … Step one would’ve been to make those parts in the shape of a motorcycle and that would be like oh, that’s kind of clever. Instead, they made the parts in the shape of a woman, which is the idea that every motorcycle guy wants, which is like riding this bike makes me more sexy.
Mark Fox: Right.
Daniel W.: Right, it gets me the girl.
Mark Fox: Has that worked for you?
Daniel W.: No.
Mark Fox: Oh okay. I wasn’t sure about that. That’s it. One of the bonus things and I forget what term Roy uses it for it but anyone that’s been to a Wizard Academy class has seen him do this, most of the time. He’ll stand up-front, he’ll take half the class and say “I want this half of the class to think up some phrase that would make people stop and get their attention and I want this half of the class to just dream up an industry or business” and then he randomly matches them. He just says “Okay, what was the crazy statement?” I remember zebra butts was one, the girl say “I like zebra butts” so it’s like, he had to match that to concrete and Roy’s an expert at that, he can do it on the fly, right?
Daniel W.: Yeah, we do this, every Magical Worlds.
Mark Fox: Every Magical Worlds. I call it ‘the bridge from nowhere’. One of the bonuses here is, once you come up with your image, and it has no words on it preferably, put it on your Facebook page, share it with all your friends and ask them what it makes them think of. Don’t tell them what it’s for, don’t tell them what the ad is for at all. I say all the time in the workshop, if they laugh, cry or get angry, you know you’re on to a good start. Do that, don’t tell them what the ad’s even for, just show them the picture and say “How does this make you feel, what’s your reaction to it?” That’s gonna spark a bunch of ideas for your headline.
Daniel W.: And that also uses your first bridge into your copy to your product.
Mark Fox: Exactly.
Daniel W.: I love it.
Mark Fox: All of that. Yeah, don’t go “Hey this is my ad for my motorcycle thing-“
Daniel W.: “Do you like it or not?”
Mark Fox: “Do you like it or not, blah, blah, blah?” Just say “What does this image make you think of?” Another free bonus there is you can go to Shutterfly and get these images, Pixabay … maybe I’m pronouncing it wrong.
Daniel W.: Yeah, I think it’s something like that.
Mark Fox: Pixabay, P-I-X-A-B-A-Y. It’s all free, it’s royalty free, you can give them a dollar if you want or not. Their ad I think is like “Buy us a cup of coffee” or something like that. You can get the images and of course, the Fiverr designers have a lot of images too but the key part to that is take some time. They’re not gonna come up with that Madison Avenue thing-
Daniel W.: Yeah, do the work yourself-
Mark Fox: Do the work yourself.
Daniel W.: To understand what you need.
Mark Fox: What you need. I mean, I run into this all the time, not with images but with IT development in India, right?
Daniel W.: Yeah, be clear.
Mark Fox: I have to tell them exactly what I want and I have to show them in a video, “This is exactly where I want people to click and this should happen.” Think of creative ways to showcase one aspect of the product. This example we’re using here, I think it’s a pencil company, they’re just talking about the brown pencil and what else can be brown that could grab somebody’s attention, right?
Daniel W.: That’s so weird looking.
Mark Fox: It is kind of weird but-
Daniel W.: It is eye-catching.
Mark Fox: It’s eye-catching and-
Daniel W.: And I find myself trying to figure out what the heck is this company?
Mark Fox: Right. You wouldn’t-
Daniel W.: Are they selling dogs or pencils?
Mark Fox: Dogs or pencils. You’ve got to stop and go “I don’t know what this thing is.” You could do that, think of creative ways to showcase. What is it … Ryan Deiss talks a lot about how to take products and splinter things out, right? Splinter out your … It’s funny because going through all this training, he keeps using the word ‘splintering’, it’s called ‘segmentation’ in TRIZ. It’s the exact same thing.
Daniel W.: Right. Same thing.
Mark Fox: So splinter out what is the core thing about your product and then how can I showcase that in some creative way?
Daniel W.: And aspects of it.
Mark Fox: The color or the shape or some aspect of it.
Daniel W.: Showing just one facet at a time.
Mark Fox: Just one facet.
Daniel W.: I love it. Cool, well thank you for being with us.
Mark Fox: Okay, 5 bucks, you can get it for $5.
Daniel W.: 5 bucks.
Mark Fox: What I’ve found is … what you need is a Photoshop person that’s good. What I’ve found though on average for everyone, it’s about $25-
Daniel W.: To get the good one.
Mark Fox: To get that high level.
Daniel W.: Well for 20 bucks.
Mark Fox: 20.
Daniel W.: It’s worth it.
Mark Fox: It’s worth it.
Daniel W.: Well thanks Mark.
Mark Fox: Alright, thank you.
Daniel W.: We’ll see you guys next week.