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TRANSCRIPT:

*this transcript was mostly generated by AI, please excuse any mistakes

“Knowing that we’ve spent millions of dollars in radio. I went back through all our old scripts my father had tested and I repurposed them as Facebook ads. My father’s old radio ad that generated us millions of dollars 10 years ago is currently our best converting. My cost per lead has dropped 30% using my father’s old messaging.”

Wow. This was a really fun experiment that we did while I was working on the book. And I realized three things from this number one, messaging is timeless. How amazing is it that my father used that message for a decade? A decade later, we used it again and it still worked. Number one, number two, how important and critical is video.

We just did some research that found that video is the number one most loved form of content. Also I’ll tell you a little uh, Trick. So a a study by TEDx found that people who use hand gestures in video are more [00:01:00] liked. So I don’t know if you ever noticed this, but I’m constantly using my hands, cuz I have trained myself to use my hands cuz as I watch back my videos, I see, oh, it looks so much more engaging when I’m talking with my hands versus not.

Do you notice the differe? So you’ll see me trying to become Italian because scientifically it’s proven that using your hands helps. Now I’m gonna be thinking about how I’m using my hands in this video, but and then number three, Something that I found really fascinating. So my father wrote thousands of advertising campaigns for many of the fortune 500 and many other businesses as well.

So he was just an expert at ads. And yet when he was running his radio ads, when I went back to look at his list of all the different radio ads he had about 60 different ads that he tested on the radio. And this is. Amazing considering. So with radio, right? You put out an ad, you hope it [00:02:00] works.

You’re watching your numbers, but it’s really hard to tell which one is converting. What? So to be able to A – B test on radio was really hard compared to today where, it’s a very controlled environment. If you have a Facebook ad or if you have a Google ad and you could run it for a day, only spend 20 bucks or 50 bucks or a hundred bucks, and know if it’s converting or not, and then switch it out for another piece.

Back with radio was a lot harder, but he had the pigheaded discipline and determination to test 50 different spots. And after those 50, he found one that converted better than any other. And then he would continually, even though he found one that converted better than any other, he continually kept testing the constant by bringing in another, let’s see if this works.

Nope. Not as good as that one. Okay. Let’s bring in another. So that taught me. As I step into these rather large shoes of my fathers, that it’s, again, [00:03:00] repetition is the mother of all skill. So we just keep working at it. We keep trying those same skills until we find what works. So it was really great to utilize his messaging 10 years later and see that it’s working.

So what have you done in your past that maybe has converted well before? And you just said, oh, that worked, but then you never used it. How can you repurpose what you’ve already used in your marketing and sales process to help you today?

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