ROT......huh??
What’s up guys Jason here, an aspiring entrepreneur and welcome to episode 34 of Building an Online
Business From Scratch where I am showing you everything I am doing to put together an online
webinar sales funnel and today we are talking about Facebook advertising, specifically how
to write your ad using the ROT formula.
So what we going to do, I am going to do a quick overview on what the ROT formula is
and then I will show you some live examples how to apply it for whatever product or service
or action you’re trying to get your potential customers or prospects to take on your site.
So what is the ROT formula?
It stands for results, objections and time.
So this is just one of many operating formulas you can use.
So let’s go through each one of them . Result, number one, what does your user get to do
or what do they get out of it?
It’s good to think of this as a benefit if you want to [cross talk] interchange them,
whether there are differences between benefits and results but for simplicity sake let’s
just think of it as a benefit as opposed to a feature.
So for example if you talking about a SEO EBook right you say download this SEO EBook
well what?
What do I get out of it?
To answer the questions what’s the result?
What do I get?
Well you get more traffic.
Okay well that’s great, what kind of more traffic?
Get free traffic to your site in the next and then you know in the time you know so
that will be, that will be the next one so anyway that’s a quick example of results
and then we objections so what would be an objection to someone reading EBook so it would
be even if you don’t know how to cope with word press you’ve never done SEO before,
you don’t know what link building is or you don’t have a big budget or you just
launched yourself.
So now we have results and we have handling objections so download this free SEO EBook,
so you can get loads of free traffic to your website even if you have no idea to code you
just launched your website two minutes ago, you have no money for advertising or you know
you don’t know what back linking is or something like that you know so those are all objections
someone might have to using the SEO EBook.
So finally we have time, how long is it going to take?
So maybe in the next thirty days, in ninety days, in two years or it could be the other
way around, do, doing something in less than ten minutes or you know learn how to do SEO
in less than five minutes something like even if you know you’ve never touched a computer
before.
Now that’s kind of a silly example but it has all of these elements in there and so
it’s really great to list out all of the results, what are all the objections and then
how fast, how quickly can someone do this how quickly can they see results.
So with time you can go either how quickly are they going to see results or how fast
can they do it and then you can take those time frames and kind of play around with them
with the objections and the results so you definitely want to spend a good thirty or
forty minutes just trying to make an exhaust list of everything.
And then that way you have results you have objections you have time frames and then when
you split testing ad copy you can easily go back to that list and just kind of Lego piece
them together if you will as opposed to trying to come up with new results or new objections
each time.
Just give yourself you have thirty or forty minutes to really just deep concentrate focus
on this have a nice long list and in that way you can easily split test in the future.
So enough out of me and talking about the formula let’s go ahead and look at some
actual ad examples.
So our first example comes from digital marketers who you see over here on the left and then
they kind of break down results objections time, so in this particular ad what stands
out as the result is stand out in the inbox more sales and more opens more clicks.
Now I bolded more sales because it is important to know it is standing out in the inbox and
opens and clicks yes the results but they just, they stepping stones to the real results
that people want which is more sales.
So more sales is going to be the main result here and so I just wanted to highlight that
for you and show you that there can be multiple results but you reallywant to know what’s
the one result that you really, really care about you can mention other results that help
get them there but more sales is what people care about.
So next we have objections.
So the objections we have send fewer emails and seven step formula.
So two big objections here is how you stand out in the inbox, well I don’t want to write
a bunch of emails trying to stand out so they immediately permed that objection objection
by saying send fewer emails as opposed to hey just send more emails and you’ll get
more opens and clicks well duh because if you send more you’ll get more but this is
saying hey you’re actually going to have to do less work so that’s kind of the objection
there.
So the next objection is well I don’t really know how, it’s a really general one of well
I don’t know how to do this like this doesn’t, this whole email marketing thing just doesn’t
make sense to me at all like it just doesn’t work.
Alright well handling that objection right there we saying seven step formula so all
of a sudden it’s like okay seven step formula, there’s seven steps and it is very important
that it isn’t just say email market formula quick or E marketing formula, it gives a number
and that number is really important.
And time, now time isn’t specifically addressed right here in this particular ad like I was
saying earlier in the video with giving examples so time isn’t explicitly stated but it’s
implicitly communicated, and it’s communicated through sending few emails which is also an
objection, which is I don’t want to spend more time on this and so by saying send fewer
emails it’s letting them know that they not going to have to spend hours and hours
writing emails.
Now it is a bit of a stretch but I just want to point out that time element is there so
even if you’re not, you’re not necessarily explicitly saying it’s X amount of hours
or X amount of days it’s important that one of the elements of your ad at least alludes
to this kind of take less time or more time depending on what is most important.
So next we have another digital marketer ad, most of these are digital marketer ads because
I know it’s hard to know things working with other companies or other Facebook ads
from just clipping the ads from the new digital marketer is nice and solid.
So in this ad the result is high converting campaigns that’s what this Facebook ad template
library is for, so the objections seven proven will this work I don’t know maybe you just,
maybe you just picked a bunch of [cross talk] maybe you just picked a bunch of random things
and you saying this will work.
So seven proven saying these are something that will work.
Okay next objection is not have marketing budget, how am I going to do this with such
small marketing budget so then it kindles the objection with low cost so to say proven
low cost, cost and then we have time again time is not explicitly stated here but it’s
letting the viewer know that it’s not going to take a lot of time because there are fill
in blank templates.
So instead of saying you know five minute Facebook formula, it’s saying fill in the
blank template, communicating that hey this isn’t going to take a tremendous amount
of time because all you’re doing is filling in the blanks.
Now next we have one that actually does give everything explicitly like this just ROTC
formula, ROTC [laughs] ROT just T no C ROT formula to the letter here so what’s the
result a hundred K in business.
The objection it might be complicated and we saying hey one simple funnel and you’re
done.
So this isn’t some complex thing or it’s not going to be hard to set sop that’s,
that’s the handling the objectives oh I am not going to be able to do this.
And time they say it will take 21 days, super straight forward and I am 95 percent confident
that this ad is working for them because they continue to run it they actually have been
keeping the same ad text for almost 3 and half months now they just keep swapping out
the image to keep that relevancy score nice and healthy.
And then finally we have yes another digital marketer example so in this particular one
it is the 60 second blog plan so I think time is going to be pretty easy so let’s go over
the result, the result not the strongest here but it is a plan right the result is a plan
so the objections I don’t have a plan creating strategy is complicated so they are targeting
a very, very specific person, this ad is targeting someone who wants to start a blog and just
is overwhelmed by the prospect of just getting started right so that’s who they are targeting
with this.
So the result is hey here’s how to make a plan by the way this plan is really simple
and it’s fill in the blank and it’s only going to take you 60 seconds and so it really,
really curbs all, everything in this ad is designed to curb the objection of it’s too
complicated, it’s going to take too long I am over whelmed so it is just kind of removing
all of those over whelmed type of objections with each part of the ROT formula.
SPEAKER 1: Thank you for watching I hope you found this video informative and actionable
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business building tactics and strategies just like the one covered in this video.
Over on my You Tube channel I am going from A to Z and everything in between on how to
put together an online webinar sales funnel and almost any sales funnel for that matter
but right now I am, focusing on an online webinar sales funnel and you can use it to
sell your info products your coaching or consulting and you can even use webinars to sell physical
products as well of course that depends on your physical product and how much educations
need.
But I am digressing here make sure if you’re building a business if you’re an entrepreneur
trying to figure out this whole digital marketing thing I really encourage you to come join
me on my journey and join the growing community there and we all just figuring this out together
like no one has all the answers and if you have any questions go ahead and drop them
in the comments section below I read every single one and I answer every single one even
if you make, even if it’s super broad it could be super detailed just your website.
If you want to give me linked things to look at I’d love to check them out and even do
some videos for you because we all going to learn from each other’s questions
so until the next video keep building the business you love take care.