•  When you're not testing, use your top-performing variables for scale. I find that clients of mine get stuck with this. They see that one ad is doing well and they think, Oh, I just got to go and create 20 more. Oftentimes you'll see, especially with something like a physical product, it's not the copy that's doing the selling. It's the image or the video. If it's a digital product, it might have more involvement with the copy.

• Let's say we're doing something that is an application funnel you want people to apply and work with you copies are incredibly important and images aren't. If you have a great piece of copy and a video that works well together, and you notice that's been generating tons of phone calls and applications for you, why wouldn't you do more video to go along with the existing piece of copy? Once you find something that's working put more and more and more and more money towards it until you start to notice the results are coming down and as those results are coming down, that's when you work on an iteration of the ad.

• Here is an example, if your video ads have been performing well and you're wearing a black, t-shirt why not rerecord that same video and doing it in a white shirt or a red shirt, a purple shirt, a blue shirt. You'll find that sometimes three or four of those converts so well that you can just keep running those same ones over and over. So remember when you find something that's finally starting to work, you need to pour as much money behind it as you can because now you're onto something. All it takes is one ad to change your entire business. And that's why you need to start using your top-performing variables for scale.

David (00:01):

When you're not testing, use your top performing variables. Welcome back to another video in this course, we're just clearly trying to help you scale. Okay. This is the foundations of scaling here. We've talked about compliance. We talked about testing one element at a time, which elements going to help you get to the point of scale, which is that one thing you need to focus on so that you can scale. But let's remember this when you're not testing, use your top performing variables for scale, you have a piece of ad copy. That's converting well, run with it. Spend thousands upon thousands of dollars. Using that one piece of copy. You find that just rotating imagery or video is what's going to continue using that copy over and over and getting your results. Do that. Pour more money and energy into creating more images, more money and energy into video.

David (00:53):

Most of the time I find that clients of mine gets stuck with this. They see that one ad is doing well and they think, Oh, I just got to go and create 20 more. You don't have to go and create everything 20 more times. It might be that let's just get another five images and see what happens. Let's create another three or four videos and see what happens. Notice, I didn't say copy yet, because once you find ads that are working, oftentimes you'll see, especially with something like a physical product, it's not the copy. That's doing the selling. It's the image or the video. If we're talking a digital product, it might have more involvement with the copy, but then your landing page could do more of the selling for you. So your video is going to do a lot of selling, but your image may not.

David (01:33):

That's why the copy is more important, but then let's say we're doing something that is an application funnel. You want people to apply and work with you copies incredibly important image, not so much, but if you have a great piece of copy and a video that works well together, and you notice that's been generating tons of phone calls and applications for you, why wouldn't you do more video to go along with the existing piece of copy? Or why wouldn't you go ahead and try three more other variations of copy, similar to the one you already have would that one video, once you find something that's working put more and more and more and more money towards it, as much as you can, until you start to notice the results are coming down and as those results are coming down, that's when you work on an iteration of the ad, whether it's copy image or video, that is nearly identical to what you have, but you're making maybe a slight edit to it.

David (02:23):

So it seems unique example, if your video ads been performing well and you're wearing a black, t-shirt why not rerecord that same video and doing it in a white shirt or a red shirt, a purple shirt, a blue shirt. We've done this with multiple clients where they've tested it with all sorts of different color variations of shirts. We're talking 10, 15 different colors of shirts. And you'll find that sometimes three or four of those converts so well that you can just keep running those same ones over and over. And then naturally what happens when those die off, you could still reuse those same videos you had already recovered [inaudible] and try him again. So remember when you find something that's finally starting to work, you need to pour as much money behind it as you can, because now you're onto something. All it takes is one ad to change your entire business. And that's why you need to start using your top performing variables for scale.