This video documents a consultation between Alex Hormozi, an investor, and Raymond, a chiropractor owning a six-location business generating $5.2 million in annual revenue. Hormozi analyzes Raymond's business, identifies areas for improvement, and proposes actionable strategies to boost revenue and profit.
Alex Hormozi didn't provide a rigid, numbered ad structure to Raymond. However, he discussed principles and suggested improvements to Raymond's existing Facebook ads. He emphasized the importance of a strong call-out to grab attention, suggesting phrasing like "Attention Everett residents with back pain," combining location and target audience. He advocated for a clear offer upfront, possibly leading with a question about pain or directly stating the offer (e.g., "Free spinal decompression - $99 value"). He also recommended condensing the copy into concise bullet points highlighting benefits and addressing potential objections. He didn't give a specific format like "Headline 1, Body Copy 1, Call to Action 1," but rather suggested improvements based on clarity, conciseness and impact.
Alex Hormozi's recommendations regarding Raymond's ads focused on several key areas:
1. Call Out: The ad needs a compelling call-out to immediately grab attention. He suggested phrasing like "Attention Everett residents with back pain" to target the local area and specific audience experiencing the problem the business solves. The call-out should be concise and impactful, as it's often the only part of the ad people read.
2. Offer: The offer should be very clear and upfront. He suggested clearly stating the offer, such as "Free spinal decompression – $99 value" or a similar compelling offer. The offer should be prominent and easily visible.
3. Copy: The ad copy should be significantly tighter and more concise. He recommended condensing the existing text into a few bullet points that directly address the target audience's problems and highlight the benefits of Raymond's services. He suggested structuring the copy around a "what, who, win" framework, focusing on the problem (what), the target audience (who), and the solution (win).
4. Headline and Excitement: He suggested combining the headline and existing excitement into a single, impactful line, such as "Attention Everett residents with back pain."
5. Proof: He advised using proof points to build credibility and increase trust. This could include testimonials, statistics, or case studies showcasing successful outcomes.
6. Lead with a Question or Offer: He suggested two approaches to opening the ad copy: either start with a specific question directly related to the audience's pain points or lead with the offer itself, followed by proof and benefits.
7. Targeting: While not explicitly structured advice, the conversation strongly implies that the ad targeting needs refinement to better reach high-intent prospects actively searching for solutions.
8. A/B Testing and Iteration: Although not directly stated as a numbered point, the overall conversation implies a need for continuous A/B testing and iterative improvement based on performance data. The goal is to continually refine the ad copy and creative to maximize results.
These suggestions are not a numbered, step-by-step ad structure, but rather a collection of key improvements for content, targeting, and overall messaging to make the ads more effective.
