0:03 E-commerce is just one giant game. And
0:05 chances are, if you are watching this,
0:07 you aren't winning as much as you could
0:08 be. Because the truth is, there are
0:11 cheat codes and strategies that the top
0:13 1% of brands use to stay ahead. That's
0:15 why they keep winning. They're playing a
0:17 smarter game than you. And in this
0:18 video, I'm going to break down the exact
0:20 cheat codes you need to win the game of
0:22 e-commerce. So, if you're building a
0:24 brand online, this is the blueprint for
0:26 building and scaling that you need. Now,
0:28 it turns out e-commerce is the best
0:30 video game ever created. Billions of
0:32 online shoppers are actively searching
0:33 every day where they can spend their
0:35 money next to solve the problems they
0:38 have. And brands are changing culture as
0:40 a whole. And every day lives are being
0:41 changed on levels that some can only
0:44 dream of. And it's pretty crazy when you
0:46 think about it. But the truth is, if you
0:47 actually know what you are doing,
0:49 e-commerce is way better than an actual
0:52 video game. But in this game, points in
0:54 each new level are just dollars in real
0:55 life. And this is where I see most
0:57 people get tripped up and it causes them
0:59 to lose this game. Messaging is the
1:01 bridge between your customers mind and
1:03 the products you sell. And if you're
1:05 building your brand using content or ads
1:08 with platforms like Tik Tok shop, Meta
1:10 or Instagram, you really only have one
1:12 job to become the best communicator in
1:14 the world. Think of the biggest brands
1:17 like Alani, Rogue, AG1 and Comfort. They
1:19 win because they know how to communicate
1:21 what their customers want and they build
1:22 their strategy around that
1:24 communication. And this is the power of
1:25 messaging. Now to be the best
1:26 communicator we need to break our game
1:29 board into four sections. Platforms,
1:31 formats, audiences and messaging. And
1:33 the platforms are made up of Facebook,
1:35 Instagram, Tik Tok, and Tik Tok shop.
1:37 This is where you can post as much as
1:39 you want and put out the wear. Formats
1:41 are things like founder stories, behind
1:44 the scenes, reviewbased lifestyle,
1:46 special offers, newsletters, and creator
1:48 UGC. These are the types of content you
1:50 can make or the how. Audiences are
1:52 things like athletes, street wear, or
1:54 interior designers. These are all of the
1:56 people you can reach. The who message is
1:59 things like value proposition, your
2:00 narrative, or your key differentiator,
2:02 the what. And every time you're running
2:04 an ad or putting out a piece of content,
2:07 you are sending some message to some
2:09 audience on some platform in some
2:12 format, one or another. And each of
2:13 these combinations unlocks a different
2:15 buying trigger within your customer's
2:17 mind. Let's jump into my screen and look
2:19 at some examples of this. For good
2:21 messaging is Misfits Market. and they're
2:23 selling grocery items like sweet
2:24 potatoes and their headline says,
2:26 "What's wrong with these sweet
2:29 potatoes?" And they show a dismorphed
2:31 weird looking sweet potato and then they
2:33 guide the viewer to the answer which is
2:34 nothing is wrong with these sweet
2:36 potatoes. They just look a little bit
2:38 different, but most grocery stores don't
2:39 want to sell those items even though
2:42 they're perfectly fine. So, this brand
2:44 has found a way to curate their message
2:47 to identify a specific audience in need
2:48 and be able to offer some of these
2:51 vegetables and different products at a
2:52 discount so people can buy them. And
2:54 this message is really clear and you can
2:56 join for free to support a better food
2:58 system so you're not throwing away other
3:01 items. Now, let's look at another ad.
3:03 This one's by Carp, which is a deodorant brand.
3:03 brand.
3:05 >> If your armpits are sweaty, inject them
3:07 with Botox. If they're smelly, use a
3:08 deodorant. If they're staining your
3:10 clothes, soak them in vinegar. They're
3:12 dry and irritated, use a lotion. If you
3:13 want them to smell sexy, put on some
3:15 cologne. The problem is, if you try to
3:17 buy each one of these individually,
3:19 you're spending hundreds of dollars. And
3:21 who wants this stuff? Let's get rid of
3:22 all of this because you can literally
3:24 get the same benefits in one stick of Carpet.
3:24 Carpet.
3:26 >> Carp uses ingredients proven to stop
3:28 sweat, prevent odor, and actually reduce
3:30 bacteria growth. Just look at the
3:31 difference between the bacteria on an
3:34 armpit wearing Carp and an armpit
3:35 wearing generic deodorant. Ew. So, you
3:37 actually don't have to overpay on
3:38 Amazon. You can go to our website and
3:40 get it for 56% off. You're going to get
3:42 to choose four premium fragrances.
3:43 You'll get three free.
3:44 >> All right. So, the message is very clear
3:47 here in this ad. Most deodorants and
3:48 most products are overpriced and you
3:50 have to have so many different ones to
3:51 achieve the exact same thing with their
3:53 product. They're not only offering you a
3:55 better deal at a better price, but
3:58 they're offering you more for less. One
3:59 product that covers all of those other
4:00 things that he just mentioned in the
4:02 video. And this is clearly demonstrated
4:05 through the message by visuals and how
4:07 he actually phrases things with the
4:08 comparison when he's going through the
4:10 video. Not only that, but he says,
4:12 "Ditch your drugstore deodorants today.
4:14 Sick of deodorants that promise the
4:15 world but leave you sweating. We're
4:17 framing a problem and framing his
4:20 product as a solution very clearly." And
4:22 then one of the biggest value ads is the
4:24 actual price and offer itself, which
4:26 he's talking about stop wasting money on
4:28 all these products and clearly
4:30 demonstrating this. And then Carpay
4:33 stops odor and sweat for a less price,
4:35 which gives all the information and
4:37 dials in the message to be very clear to
4:40 the consumer to make a decision to buy.
4:41 Now, let's look at an example of
4:44 somebody with bad messaging.
4:45 >> You picking this up?
4:46 >> Go ahead.
4:52 >> I would say it's less about a moment and
4:54 more like a type of moment really. So,
4:57 anytime I see him trust himself is the
4:57 thing. So,
4:59 >> I don't even know what's happening yet,
5:01 but let's continue watching.
5:03 >> Whether it was his first steps, right?
5:04 His first words. Now, we're talking
5:07 about like colors, numbers, alphabet,
5:09 and at some point, he's going to have to
5:10 trust himself and I'll have to trust him
5:12 to drive. You know what I mean? So,
5:14 these are the things that are really
5:15 special for me to watch and kind of see
5:16 his face light up.
5:18 >> All right, this is a really tough watch,
5:20 this video is. So, this is a brand ad
5:22 for Fossil, but it starts off with a
5:24 story that kind of starts in the middle.
5:25 We don't even really know what's
5:28 happening. And the set is weird. The
5:30 message is not clear at all. And what I
5:32 find really funny about this ad is the
5:33 product placement that they're doing in
5:35 the video. He's talking about his kid
5:39 and some story and is using this weird
5:40 phrasing and then all of a sudden you
5:42 just see fossil watches and product
5:44 placement throughout the video
5:45 >> when he
5:46 >> which is pretty hilarious to think about
5:48 because he's talking about a story and
5:49 all of a sudden we see like product
5:51 placement and then when he's speaking
5:53 they're just showing the watches in the
5:54 background then showing the watch on
5:55 him. Like, how many times do we need to
5:56 show the product shot to make the
5:58 message clear because we don't know
6:01 what's going on. This ad is as unclear
6:03 as any ad I've ever seen. And it's
6:05 honestly shocking that somebody would
6:06 even edit this, film this the way they
6:08 did, and put this as an ad. I don't know
6:10 how this even got to the approval
6:12 process to be quite honest with you. And
6:14 this person might be somebody that
6:15 people want to tune into and listen to
6:17 specifically, which they're using,
6:19 somebody who's more identifiable out in
6:21 the public, but the message is just not
6:24 clear. So, let's look at another bad ad
6:26 message example. All right, so here's
6:28 this one. This is an image based ad. It
6:31 is by ID Y L and it says made for the
6:34 now and always, which is very vague. We
6:36 don't know if they're selling makeup if
6:38 we don't know this brand or if they are
6:40 selling jewelry. We can't really tell.
6:43 Is this a bracelet? It's very small.
6:46 It's on a brush. It wouldn't be a ring.
6:48 Maybe it's a necklace. It's hard to say.
6:50 And then indulge in timeless pieces that
6:53 celebrate your unique style. Okay.
6:55 Complete with a curated luxury gift and
6:58 make your moment truly extraordinary.
7:00 All right. That's all very vague. It's
7:02 like, you know, trying to give this luxury
7:04 luxury
7:07 mystique mysterious feel, but it's just
7:09 really not coming across. If you're if
7:10 you're going to see this in an in an ad
7:12 placement, most people are going to
7:13 scroll past this because they don't know
7:15 what's going on and it's just too all
7:17 over the place. So, you know, the
7:19 message is not good on this one at all,
7:22 which is why proper messaging activates
7:24 psychological buying triggers within
7:26 your customer's mind and draws them
7:27 closer to buying your product. And to be
7:29 able to do this, you need your message
7:31 to reach the right audience through the
7:33 right ad format on the right platform to
7:35 get them to take action on what it is
7:36 that you're actually offering. This
7:38 could be an actual sale on one of your
7:40 products or them signing up to your
7:41 newsletter. But no matter if you're just
7:43 starting out or an eight or nine figure
7:45 brand, the approach is the exact same.
7:46 When you start thinking of the game of
7:48 e-commerce, ads, Tik Tok shop, and
7:50 content creation like this and using
7:52 this framework, your mindset and
7:53 approach will completely shift. Now that
7:55 we beat level one, let's start playing
7:57 level two. You're running ads, tweaking
7:59 the website, sending more emails,
8:01 posting more content, tried to launch on
8:03 Tik Tok shop, but still are not seeing
8:05 the growth in terms of sales. Now,
8:06 there's two reasons why this is
8:08 happening. The first one is actually
8:10 good. This is called the planning phase.
8:12 You're investing time, energy, and
8:14 money, but not seeing a direct return
8:15 right away. You're building skills.
8:16 You're building momentum and really
8:18 learning the game. And in that early
8:20 phase and even in some periods when you
8:21 start to scale, you're going to have
8:24 seasons of planting and investing and
8:25 growing your brand. This is a natural
8:26 part of the game. Everyone goes through
8:29 this. But the second one is actually bad
8:31 and you must avoid this stage. This is
8:33 where you're strategically misaligning
8:35 and ultimately setting yourself up to
8:37 fail. And this usually comes from not
8:39 being clear on where you are headed or
8:41 having shiny object syndrome. So let's
8:42 look at what this would look like. So,
8:44 going back to this brand that we really
8:45 didn't know what product they're
8:47 selling, let's go ahead and look at how
8:50 unclear the process is if you were to
8:52 even click on this ad and what strategy
8:54 they're using. So, once we click on the
8:56 ad, we're directed to a page where we
8:58 have a video. We don't even see what
9:00 they're really selling yet. And I'm
9:03 assuming if it is jewelry, there's a few
9:06 slow shots here that pan in. As we
9:07 scroll down, we don't even see that
9:09 product initially that they're
9:12 promoting, which already is misaligning
9:14 the message and people are going to be
9:16 lost. But let's assume that they click
9:17 on a product that they may like now that
9:20 we know it's jewelry.
9:22 Well, now we're directed to another
9:25 video, which is also very bizarre. This
9:27 is already our first click in from the
9:28 ad, and now our second click in, and we
9:31 are still not on a product yet. And now
9:32 we're showing different products. Once
9:35 again, we have to click and hope that
9:37 maybe this is one we're interested in
9:40 and we make it to the product page.
9:41 People are going to get lost with this
9:44 strategy and there's no clear road map
9:46 to buy. You're having multiple touch
9:47 points where people are having to click
9:50 to even get to a product page and we're
9:51 not even calling out exactly what we're
9:53 selling, what it is. There's just too
9:55 much mystery, too much confusion, and
9:58 too much navigation that's required for
10:00 somebody to make a decision to buy. It's
10:01 going to be very hard to scale something
10:04 like this at a profitable rorowass. So
10:06 now let's look at what clear messaging
10:07 looks like. We're going back to Misfits
10:09 Market where they had these misfit
10:11 looking sweet potatoes and how they're
10:12 mentioning that nothing is wrong with
10:14 these. So maybe we're interested in
10:16 buying some of these items because we
10:18 want to support small farms that have
10:20 ugly vegetables. That's totally okay. So
10:22 we hit shop now and the first message is
10:24 save on grocery delivery and reduce food
10:26 waste. So, we're not only helping a
10:28 cause, which is a powerful message and
10:31 strategy, but we're also aligning our
10:33 offer with this audience because you're
10:34 buying these misfit vegetables that just
10:36 would have gone to waste. We're actually
10:39 going to reward you by allowing you to
10:41 save more money on your family household
10:43 for buying vegetables that look ugly,
10:45 which is absolutely amazing. And you can
10:47 conclude all this information in such a
10:50 short line of text. It really only took
10:54 us what? 1 2 3 4 5 6 7 eight words to be
10:57 able to tell us all of that, which we
10:59 know is clear. Not only that, but look
11:01 at this visual. Here's all of these
11:03 misfit fruits, items, and vegetables
11:05 that we can buy. And all we got to do is
11:07 just hit get started and be able to go
11:09 through the process to check out and
11:11 start grocery shopping with this brand.
11:13 Okay, so we just completed our second
11:15 level of the game and why most players
11:18 get stuck. Let's see how the top 1% of
11:20 brands keep beating you on level three.
11:22 These are the brands making millions of
11:24 dollars per month. How are they doing
11:25 this? What are they doing differently
11:28 than you? You may not like this, but the
11:30 answer is actually super simple. It's
11:33 the strategy. They have a crystalclear
11:35 strategy. They put all of their time and
11:37 energy into the right strategy and any
11:39 dollar they make, they roll it back into
11:42 the strategy to apply leverage. That
11:44 means if they spend 5K on a UGC creator
11:46 strategy and make back 50K, they're
11:48 going to double down on that and keep
11:49 growing and reinvesting into that
11:51 character. They stay away from shiny
11:53 object syndrome. And most importantly,
11:56 they've gified their funnel. You see,
11:57 once you have the right strategy in
11:59 place, all you have to do is stay super
12:02 consistent with laser focus. It's
12:04 picking a strategy, validating it, and
12:05 sticking with it. All right, so now
12:07 let's break down what a gamified funnel
12:09 looks like. So, whenever we click on
12:11 shop now, we're immediately presented
12:14 with a special offer, which already
12:17 begins the gamifying of the system. We
12:18 can pick a box for free gifts and
12:20 discounts. So, rather than going direct
12:22 to product page, we're already setting
12:25 it up to feel fun, exciting, engaging.
12:26 It almost feels like we're getting
12:29 something in advance before we even
12:30 started playing. So, let's go ahead and
12:33 see how this works. We choose one box
12:35 and we just received free shipping. Now,
12:38 somebody's already excited. Rather than
12:39 just saying free shipping as a banner
12:41 and having somebody read it, we're
12:44 turning it into a system where it feels
12:46 like they just earned a reward, similar
12:48 to how a game would be. We choose
12:52 another item. We just got free underarm
12:55 wipes. Let's choose another. We got a
12:58 free mystery gift now. And then one
13:00 more. We just got a free sweat absorbing
13:03 base lotion. Confetti pops up. You can
13:05 see the excitement that begins to play
13:08 out here. As we hit continue, we're then
13:10 directed to a product page that is very
13:13 welldesigned for conversions. And let's
13:15 just look at how this is structured via
13:17 mobile. We have our early Black Friday
13:19 offer that is already being released. We
13:22 have save up to 67% off with four free
13:24 gift offers that you just received and
13:26 you're going to want to collect them
13:28 because you've already have been given
13:30 them. You just got to order the product
13:32 to receive it. And then even their
13:34 imagery, they've made it horizontal so
13:36 they can fit more information on their
13:39 product page. As you can see, the game
13:42 of unraveling all your special gifts.
13:43 And as we scroll down here, we're
13:45 guaranteeing their delivery by a certain
13:47 date because we know people want things
13:50 fast in today's day and age. With games
13:53 being fast-paced, so is online. And then
13:54 we have key call outs like best deal,
13:57 most popular to boost our AOVs and get
13:59 more conversions. And then, as you can
14:01 see, they're actually taking away some
14:04 of the gifts, unless we choose the four
14:06 sticks. So, we're almost guiding them in
14:08 a very specific direction if you want to
14:10 receive all of the items you just
14:12 selected. And this is some really good
14:14 reverse psychology because if you just
14:15 choose one stick, now you're only
14:16 getting that one gift when you thought
14:19 you were getting four. So, now you kind
14:20 of feel obligated to want to have to buy
14:23 the best deal and get the best offer
14:25 with all the items, which makes it feel
14:28 like a no-brainer offer. And as we
14:30 continue, we have all these key call
14:33 outs that really allow the consumer to
14:35 make a buying decision. And then we're
14:36 guided to a page where we can start
14:39 selecting our scents. So we have best
14:40 sellers we could organize it by and
14:42 start to choose. Maybe we want two of
14:45 the best sellers. We want a different
14:48 scent here. And once we select the ones
14:52 that we want to try, we simply continue.
14:54 And we are directed to a checkout page
14:56 that is very well optimized. Most of you
14:58 are actually missing this page here,
15:00 which is 1 million plus happy customers.
15:02 If you think about a game online, a lot
15:05 of times games will show 1 million users
15:07 are online playing this game right now.
15:09 It's a form of social proof that has
15:11 already been proven through how you get
15:14 people to engage and use something. And
15:16 these same strategies can be applied
15:19 with your online e-commerce store. So,
15:21 now that we understand that, how do we
15:23 create your winning strategy to be level
15:25 three? To make your brand's offer work,
15:27 you have to understand your ICP, your
15:30 ideal customer profile. In simple terms,
15:32 who do we want watching our ads or
15:34 content so they buy what we're selling?
15:36 The first thing you need to do is figure
15:38 out who this person is. This is the only
15:40 thing that matters until you complete
15:42 this step. Now, to do this, we use this
15:45 easy six-step test. What would they say?
15:47 What would they be like? What message
15:49 would resonate with them? What are their
15:51 main pain points? And how do they prefer
15:53 to be spoken to? as well as what are
15:56 their needs. You must learn who this
15:57 person is so that way you can create the
15:59 right content on the right platform in
16:01 the right format with the right message.
16:04 The biggest mistake I see brands do is
16:06 they start with the platform first. They
16:08 saw that another brand was crushing it
16:10 on a certain platform like Facebook ads.
16:13 So they only want that but their ICP is
16:14 on the opposite platform. This is the
16:16 wrong approach and a massive trap. Don't
16:18 just start with any platform or format
16:21 or message. Start with the audience. Who
16:23 do I need? an audience of to buy what
16:25 I'm selling. This is the most important
16:26 aspect of this game. All of the biggest
16:28 brands on social media understand this
16:31 and put their ICP at the heart of
16:32 everything they do. And once you have
16:34 this, you need to figure out the
16:35 platform. Where do these people hang
16:36 out? Where do they spend their time
16:39 searching and scrolling for online?
16:41 Start with one single hero platform
16:43 first, crush it, and then add in the
16:45 next. Now, everyone is different when
16:46 identifying this and not everyone will
16:48 have the same answer, which is why
16:50 inside of Ads Mastery, we work with you
16:52 one-on-one and identify these very
16:54 things while scaling your brand. I left
16:55 a link in the description below for you
16:57 to check that out. But here's the
16:58 structure for how you can do this for
17:00 yourself. So, you need to think, where
17:03 does my ICP, ideal customer profile,
17:05 spend their time? Is it either Meta or
17:07 Tik Tok? Now that we have the platform
17:09 your customers live on, we need the
17:11 format. We have the who and the where.
17:13 Next, we need that format. Here's why
17:15 this is so important. The algorithm will
17:17 identify for you what is your best
17:19 format and we'll push that format even
17:20 more because it knows your customer will
17:22 want more of it. So, I put together five
17:24 formats that I think will work great for
17:26 you in this next video here. So, now we
17:30 have the who, the where, the how, and
17:32 last, we need the what, which is the
17:33 message. And the message is going to
17:36 target the pain points that your ICP
17:37 has. And the stronger the pain point,
17:39 the more they will trust you once you
17:40 solve it. And the more that you solve
17:42 it, the more that they will want to pay
17:44 you to solve it. You want to identify
17:45 that deep lying pain. Now, this
17:48 four-step structure, the audience, the
17:49 platform, the format, and the message,
17:51 this is the framework for how you win
17:53 the game of e-commerce. The more clear
17:55 you can get on every single one of these
17:57 levels, the easier the game becomes. And
18:00 I promise you, if you go allin for 6
18:02 months on one platform in one set of
18:05 messages for that ICP, you will become a
18:06 master of this game. Now that you
18:08 understand the levels of e-commerce, in
18:10 this next video, I'll teach you how you
18:12 can turn your brand into a cult-like
18:13 brand on the internet. And I have it all
18:15 in this video right here. And I'll see
18:17 you in just a sec inside of that one,
18:19 and we'll start building your cultlike
