Create These “Propaganda” Ads to Instantly Explode Your ROAS

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Welcome, ladies and gentlemen! Today, we’re taking a deep dive into a game-changing strategy that can transform your advertising efforts and skyrocket your Return on Ad Spend (ROAS). We’re talking about propaganda content ads—a powerful tool designed to turn your salespeople into cashiers, warm up your leads, and replicate the organic sales process through paid advertising.

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Key Takeaways

• Propaganda ads are designed to warm up leads and make your sales process more efficient.
• Utilize vertical video formats like Reels, TikToks, and YouTube Shorts for maximum engagement.
• Focus on the framing window between when a lead books a call and when they show up.
• Craft content that addresses questions, objections, and expectations of your prospects.
• Implement tactical ad setups to target and exclude the right audiences effectively.
• Turn your salespeople into cashiers by preparing prospects before the call.
• You can find the full video for this topic here on Youtube.

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Understanding Propaganda in Advertising

First things first—let’s clarify what we mean by propaganda in the context of advertising. About a decade ago, I picked up Edward Bernays’ book Propaganda, and it opened my eyes to the power of shaping public perception. Now, we’re not talking about manipulating people for nefarious purposes. Instead, we’re focusing on:

• Feeding your audience data so they can think with it later.
• Influencing behaviors by providing valuable information.
• Increasing the probability that prospects will use this information to make favorable decisions.

People often think they’re generating thoughts independently, but in reality, our thoughts are shaped by the data we consume—experiences, conversations, content, and beliefs. By providing the right information, you can guide your prospects toward the next step in your sales process.

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The Power of Vertical Video Content

In today’s digital landscape, the most effective way to deliver your propaganda content is through short, vertically formatted videos. Platforms like Instagram Reels, TikTok, and YouTube Shorts have revolutionized content consumption.

Why Vertical Videos?

• Maximum Engagement: These formats are favored by algorithms, ensuring your content gets seen.
• High Consumption Rates: Short videos (ideally 90 seconds or less) are easily digestible.
• Versatility: Content can be repurposed across multiple platforms.

Whether it’s 2024 or beyond, the medium might change, but the principle remains the same—deliver your message through the most effective channels available.

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Defining Your Audience

Before creating your propaganda content, it’s crucial to define who you’re talking to. This helps tailor your messaging to resonate with your target audience.

Audience Segments

1. Pre-Sale Audiences: Cold leads who don’t know you yet.
2. Direct Response Audiences: Those who have interacted with your call-to-action ads.
3. Framing Window Audiences: Prospects who have booked a call but haven’t had it yet.
4. Post-Sale Audiences: Customers who have made a purchase.

By segmenting your audience, you can create targeted content that addresses their specific needs and stage in the sales process.

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The Framing Window: Maximizing the Pre-Call Period

Let’s focus on a critical part of the sales process—the period between when a prospect books a call and when they show up for it. We call this the framing window.

Why Is This Important?

• Increase Show-Up Rates: Warm up your leads to ensure they don’t skip the call.
• Streamline Sales: Turn your salespeople into cashiers by answering questions and objections beforehand.
• Replicate Organic Warmth: Emulate the trust built over time in an organic sales process.

On average, there’s a 72-hour window between booking and the actual call. Use this time wisely to hammer your prospects with valuable content.

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Tactical Setup for Your Propaganda Ads

Now, let’s get into the nitty-gritty of setting up your propaganda ads.

Steps to Follow

1. Create a Custom Audience: Target people who have booked a call.
   • Use your CRM or scheduling software to track this.
   • Ensure the audience dynamically updates as new people book calls.
2. Audience Size Matters:
   • Minimum of 100 people required for effective targeting.
   • If you’re in the EU, you might need between 300-500 people due to privacy laws.
3. Set the Time Window:
   • Ideally, target the 72-hour window before the call.
   • If you don’t have enough people, extend the window to 7 days or even 30 days.
4. Content Format:
   • Vertical Video: Optimized for Reels, TikToks, and Shorts.
   • Length: 90 seconds or less.
   • Post or Dark Post: Decide whether to post on your profile or use it solely as an ad.
5. Exclusions:
   • Exclude people who have already seen the content.
   • Set up your ads so that once someone watches a video, they don’t see it again.

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Content Ideas for Your Propaganda Campaign

Creating impactful content is the heart of your propaganda campaign. Here’s how to generate ideas that resonate with your audience.

Feedback from Salespeople

Your sales team interacts with prospects daily and knows the pain points, objections, and questions that frequently arise.

Example:

A CPA named Ed noticed that prospects were skeptical about how he could save them significant amounts of money with just a few questions.

• Content Solution: Create videos explaining the concept of “gray area” in accounting, the differences between aggressive and conservative accounting firms, and how he can identify savings opportunities quickly.

By addressing these concerns upfront, prospects arrive at the call better informed and more receptive.

Key Videos in the Organic Sales Process

Identify the content that has historically turned prospects into customers in your organic channels.

Steps:

1. Analyze Your Content: Look for videos or articles that generated high engagement and conversions.
2. Condense and Repurpose: Break down the key messages into short, impactful videos.
3. Align with Prospect Needs: Ensure the content addresses the specific concerns of your audience segment.

Advanced Content Categories

To make your content even more effective, focus on these four categories:

1. Questions
2. Questions from Questions
3. Objections
4. Expectations

Questions

List the most common questions prospects have after interacting with your direct response ads.

• Action: Create videos that answer these questions succinctly.

Questions from Questions

Often, answering one question leads to more. Anticipate these follow-up questions.

• Action: Develop content that dives deeper into topics, providing thorough explanations.

Objections

Identify common objections that hinder sales.

• Action: Craft videos that address these objections head-on, reframing them as opportunities.

Expectations

Set clear expectations about your product or service to avoid misunderstandings.

• Action: Produce content that outlines what prospects can expect when working with you, including timelines, required actions, and potential results.

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Implementing Your Propaganda Ads Campaign

With your content ready and your audience defined, it’s time to launch your campaign.

Steps to Execution

1. Upload Your Content:
   • Decide whether to post on your social profiles or use as dark posts.
   • Ensure videos are properly formatted and edited for maximum engagement.
2. Set Up Targeting:
   • Use your custom audience of booked calls.
   • Apply the appropriate time window based on your audience size.
3. Configure Exclusions:
   • Set up rules so that once someone watches a video, they won’t see it again.
   • This ensures prospects are exposed to all your content without repetition.
4. Monitor and Optimize:
   • Keep an eye on engagement metrics.
   • Adjust content and targeting as needed to improve performance.
5. Integrate with Other Channels:
   • Supplement your ads with emails and other touchpoints during the framing window.

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Conclusion: Make Your Sales Process Effortless

By implementing a well-crafted propaganda ads campaign, you can significantly enhance your sales process. The goal is simple: turn your salespeople into cashiers by preparing prospects before they even get on the call.

Benefits You’ll Experience

• Higher Show-Up Rates: Prospects are more likely to keep their appointments.
• Reduced Objections: Key concerns are addressed beforehand.
• Shorter Sales Cycles: Salespeople spend less time overcoming hurdles.
• Increased ROAS: More efficient ads lead to better returns.

Remember, the key is to provide valuable information that helps prospects make informed decisions. When you control the narrative, you control the outcome.

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Now go out there and make some money.

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