Transcript of Facebook Ads Tutorial - 2026 FREE COURSE for Beginners

        # Topics and Main Speaking Points

1. **Introduction & Credibility** - $200M+ ad spend experience, $7.8B in client sales
2. **Market Awareness Pyramid** - Understanding the 3%, 17%, 20%, and 60% market segments
3. **Psychology Over Algorithms** - Why human psychology matters more than technical targeting
4. **What Drives Engagement** - News and gossip content dominates Facebook
5. **The Two Jobs of Every Ad** - Deliver value/news and sell the click
6. **Click Drivers** - Curiosity, intrigue, shock, benefits, fear, vanity, self-interest
7. **Hyper-Dopamine Ads** - Creating ads that flood the brain with dopamine
8. **Ad Anatomy** - Headlines, pattern interrupts, images, copy structure
9. **Learning from Top Performers** - Studying Lad Bible, TMZ, gossip magazines
10. **The Clickbait + Benefit Framework** - Combining intrigue with targeted benefits
11. **Creative Styles** - Raw native, SMS ads, breaking news, native highlight formats
12. **Copy Principles** - Readability, specificity, line breaks, short sentences
13. **Testing & Optimization** - Finding the bullseye through ad angle testing

## How I Make Serious Money with Facebook Ads

I've spent over $200 million on Facebook ads across more than a thousand different niches, generating my clients over $7.8 billion in sales. What I'm sharing here is what's working right now—not some step-by-step tutorial about setting up business pages or installing pixels. This is the actual playbook to go from $100 a day to $100,000 a day.

### Why Psychology Beats Algorithms

The platform changes constantly, so the real value isn't in media buying tactics. It's in understanding human psychology and copywriting—things that will always work.

In any market, about 3% are ready to buy now, 17% are gathering information, 20% are problem-aware, and 60% aren't even aware they have a problem. I love Facebook because I can target the entire pyramid by pushing messages in front of people whether they're thinking about my offer or not.

The biggest mistake I see is people obsessing over algorithms, targeting, and account structure. Those people are usually broke gurus trying to sell courses. I don't obsess over algorithms—I obsess over people. An amateur with a dynamite ad will completely slaughter the best media buyer who doesn't understand how to create what I call hyper-dopamine ads.

### What Gets People to Engage

Every year, Facebook releases a transparency report showing the most widely viewed content. The top pages—Lad Bible (126 million views), Unilad (117 million), E! News (116 million)—are all news and gossip. That's what people want. That's what gets shared.

You might think you don't want to be like a gossip magazine, but here's the reality: don't hate the player, hate the game. I'm not trying to change human psychology. I tap into what already drives behavior on these platforms.

### The Two Jobs of Every Ad

1. **Deliver news, value, or findings** – That's what people click on
2. **Sell the click** – Create so much curiosity that you get a disproportionate click-through rate

When you do this well, Facebook rewards you with the best inventory and lowest CPMs.

### What Drives Clicks

Curiosity is the most powerful driver. Beyond that: intrigue, shock, direct benefit, implied benefit, fear, vanity, and self-interest. People care about being better, richer, stronger, faster, healthier, happier, sexier, fitter, and smarter.

### Hyper-Dopamine Ads

Your ad competes with Netflix, TMZ, UFC, and Instagram models. You're not competing with Joe down the street anymore—you're competing for attention against everything on the internet. Your ad must flood your prospect's brain with dopamine because we're dopamine-seeking machines.

**The anatomy of a hyper-dopamine ad:**
- Scroll-stopping image that makes them pause
- Eyeball-grabbing headline
- Burning intrigue
- Big specific benefit

### Learning from the Masters

I study what's already working. The top Facebook pages all use primary and secondary images together because having both forces the brain to comprehend two things—which stops people. Their headlines are packed with intrigue.

This isn't new. Gossip magazines in supermarket checkout aisles have used these principles for hundreds of years. They grab attention in the middle of chaos and create a slippery slope to purchase. I do the same thing online—get someone to click, then slide them into my funnel.

### The Framework: Clickbait + Targeted Benefit

On one end, you have pure clickbait—bad user experience. On the other end, you have just a targeted benefit with no intrigue—also doesn't work. The sweet spot is where they meet.

Clickbait has a negative connotation, but think about the word: it's bait for someone to click. The platforms want clicks and engagement. The opposite of clickbait is an ad nobody wants to click—and you'll be penalized for that.

**Example of blind clickbait:** "You won't believe what Ivanka Trump does in the morning." This attracts random people with no targeting.

**Example of intrigue with benefit:** "Supermodels apply these three simple tricks to look younger." This has intrigue AND targets people who want to look younger.

### The Formula

**Pattern Interrupt + Burning Intrigue + Big Specific Benefit = Hyper-Dopamine Ad**

Ask yourself:

- Does my image interrupt someone's pattern? Is it weird or intriguing?
- Does my headline create burning intrigue?
- Am I promising a big specific benefit?

### Creative Styles That Work

**Raw Native** – Photos taken on your phone that don't look professional. They look like content, not ads. First rule of advertising: don't let your ads look like ads.

**SMS Ads** – Screenshots of text messages customized for your offer.

**Breaking News** – I've become famous for these. If I had to bet my life on something working, it would be breaking news style ads. They work in every market.

**Native Highlight** – A native picture with a secondary image, red circle, and arrow.

**Native Social Post** – Mimicking the format of high-engagement content from pages like Lad Bible.

### Copy That Converts

**Curiosity is king.** It's the most powerful emotion for running ads. Nothing trumps it.

**The slippery lead-in copy** – The most overlooked part of any ad. I've 5x'd results by changing nothing but this.

**Keep it readable.** I run everything through the Hemingway app. Bestselling books and top YouTube channels write at a fifth-grade level or below. I shoot for grade three or four. The easier people can read your copy, the more people convert.

**Write like you talk.** Short words, short sentences, short paragraphs. Use lots of line breaks for mobile readability—that's where 80-90% of people are reading.

**Add specificity.** Don't say "here's how to lose weight." Say "here's how to lose 12-19 kilos in five weeks." Specificity increases believability.

**Use "you" and "we" sparingly.** Platforms don't like you calling out individuals—they consider it a poor user experience.

### Final Principles

Long copy outperforms short copy—as long as it's interesting. Nobody reads boring content regardless of length.

Ask yourself: Why does my prospect care? It must be interesting or entertaining, or they won't consume it.

Write for comments, shares, and clicks—not to make your brand feel warm. Nobody cares about your brand. They care about themselves.

**CTAs:** "Learn more" outperforms everything else. Don't use "buy now" or "inquire now."

**Positive beats negative.** Promising a big benefit outperforms pain-avoidance hooks about 80% of the time, even in markets with lots of pain.

Everything else—proof, credibility, scarcity, sentence structure—matters, but it all pales compared to identifying and hitting the bullseye of what your marketplace actually wants. Form a hypothesis, run ads, and let performance show you the truth.