09:32Noah McCray · Tutorial
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May 18thThe argument in one line.
The Andromeda update did not make Meta ads harder -- it made bad advertising impossible to hide, because the AI now matches content to audiences so precisely that weak messaging gets penalized at scale while strong messaging earns cheaper distribution.
Read if. Skip if.
READ IF YOU ARE…
- You run Facebook or Instagram ads for a coaching, consulting, or service business and your cost per lead has been creeping up.
- You have heard the Andromeda update mentioned but are not sure whether to fear it or ignore it.
- You are writing ad scripts and want a clear decision framework for choosing between pain, contrarian, and pleasure hooks.
- You are new to paid ads and want to understand why content now does the targeting work that audience settings used to do.
- You are considering hiring an ad agency and want enough foundational knowledge to evaluate what they are doing.
SKIP IF…
- You run e-commerce catalog or shopping ads -- the hook framework here is oriented toward coaches, consultants, and service businesses.
- You already have a strong paid media background and are looking for advanced bidding strategy or campaign architecture guidance.
The full version, fast.
The Andromeda update is an AI-matching overhaul that automatically routes content to the users most likely to respond to it. Targeting settings matter less; the words and visuals in your ad matter more. The hosts teach three verbal hook categories -- pain (drill to symptoms), contrarian (pair two things that logically conflict), and pleasure/desire (reserve for warm audiences and established brands). Cold traffic responds to pain because strangers will trust you to lead them away from hurt before they trust you to lead them toward reward.
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Create a free account →Who's talking.
00:00hostHost 1 (lead)
00:00cohostHost 2 (co-host)
Where the time goes.
00:00 – 01:40
01 · Andromeda made bad ads obvious, not ads harder
Cold open restates the title question and immediately flips the narrative: the update is a magnifying glass on weak brands, not a ceiling on good ones.
01:40 – 04:20
02 · Messaging is the new targeting
The Andromeda AI matches content to users so well that the words you say and your visual aesthetic now do what audience targeting used to do.
04:20 – 06:12
03 · Variety over volume
Meta reads same-location videos as the same video; same script in three different settings gives the algorithm the variety it needs to find different audiences.
06:12 – 10:00
04 · Visual hooks and hook rate
Visual hooks are pattern interrupts in the frame before a word is spoken. Hook rate is the metric that drives distribution costs.
10:00 – 13:35
05 · Pain hooks -- drilling to symptoms
Pain hooks outperform on cold traffic. Drilling past the macro pain to specific daily symptoms hits harder because the viewer already feels those.
13:35 – 15:36
06 · Contrarian hooks
Pairs two logically conflicting claims to force attention. Possibly the most powerful hook type and timeless because there is always a received wisdom to challenge.
15:36 – 17:07
07 · Pleasure/desire hooks -- warm audiences only
Desire-based hooks work for retargeting and established brands. On cold traffic without brand equity they underperform pain and contrarian hooks.
17:07 – 21:18
08 · Emotional buying -- the lake house story
People buy with emotion and justify with logic. A realtor painting a picture of daughters playing by the lake moved the host $10,000 past his stated price ceiling.
21:18 – 27:38
09 · Implementation gap and the real cost of not running ads
Meta ads work -- the failure is content quality plus information overload without action. The opportunity cost of not running ads exceeds the ad spend itself.
Lines worth screenshotting.
- Messaging is the new targeting -- what you say and wear in your ad video is now more important than which audience segments you select.
- The Andromeda update did not make ads harder; it made bad ads more expensive and good ads cheaper.
- Hook rate -- the percentage of viewers who watch past the first three seconds -- is the single metric that determines whether Meta widens or chokes your distribution.
- Pain hooks outperform pleasure hooks on cold traffic because strangers will trust a stranger to lead them away from pain before they trust them to lead them toward reward.
- Drilling past the big pain to the specific daily symptom -- missing vacations because of money stress, hiding skin rashes before going out -- hits harder than naming the macro problem.
- Contrarian hooks work by pairing two things that logically conflict and creating a pattern interrupt that forces the viewer to stay.
- Pleasure and desire hooks work, but only when you have an established brand or are retargeting warm audiences who already trust you.
- Meta wants variety, not volume -- the same script filmed in three different locations outperforms three scripts filmed identically in the same room.
- The opportunity cost of not running ads is larger than the ad spend itself -- there are buyers searching for your product right now who do not know you exist.
- People buy emotionally and justify logically; you cannot argue someone into a purchase, but you can paint a picture specific enough that they talk themselves into it.
- First three seconds are everything -- leading with your name, logo, or company intro wastes the window that decides your entire ad cost.
- Learning ads from a hundred YouTube videos creates information overload without implementation; direct coaching compresses five years of learning into five days.
- Having foundational ad knowledge matters even if you plan to hire an agency -- without it, you cannot evaluate whether they are running the right ads or wasting your budget.
- The algorithm reads everything: the words you say, the clothes you wear, the setting you film in, even your dialect -- it uses all of it to match your content to the right user.
Content is your targeting layer now
WHAT TO LEARN
The Andromeda update transferred the job of audience targeting from campaign settings to ad creative -- which means the words, visuals, and tone of your ad are now the most important lever you have.
01Andromeda made bad ads obvious
- The Andromeda update made Meta ads technically easier to launch and made weak messaging more expensive to run at scale.
- The playing field is now even, which means more advertisers competing for attention; standing out requires stronger content, not better targeting settings.
02Messaging is the new targeting
- Messaging is the new targeting -- what you say and how you look on screen now does the work that demographic and interest settings used to do.
- The algorithm reads your words, dialect, clothing, and setting to determine which users to match your ad to; every element of your creative is a targeting signal.
03Variety over volume
- Meta reads the same script filmed in the same location as the same video; different environments unlock different audiences.
- Variety means format diversity (video, image, carousel) as much as it means location changes.
04Visual hooks and hook rate
- The first three seconds of any ad video determine your distribution cost; wasting them on a name or logo intro is the single most expensive mistake in paid advertising.
- Visual hooks are pattern interrupts in the frame before you speak -- something unexpected that stops scrolling before a word is heard.
05Pain hooks
- Pain hooks outperform pleasure hooks on cold audiences because strangers trust you to lead them away from a problem before they trust you to deliver a promised reward.
- Drilling from the big pain to its specific daily symptoms creates recognition that generic pain language never reaches.
06Contrarian hooks
- Contrarian hooks work by pairing two logically conflicting ideas; the contradiction forces the viewer to stay long enough to resolve it.
- The hook's power comes from its timelessness -- there is always a received wisdom that can be challenged.
07Pleasure/desire hooks
- Pleasure and desire hooks belong in retargeting campaigns and content aimed at warm audiences who already know and trust your brand.
- Outcome-focused desire language sells the feeling, not the feature, which is what actually moves people.
08Emotional buying
- People decide to buy emotionally and justify the purchase logically; selling features to cold traffic before selling a feeling is selling to a locked door.
- Getting someone emotionally invested in the outcome before they see the price point shifts the frame -- they start solving for how to afford it rather than whether to buy.
09Implementation gap and opportunity cost
- The opportunity cost of not running ads -- buyers who are actively looking for what you sell but have never heard of you -- is larger than the ad spend required to reach them.
- Having foundational ad knowledge matters even if you plan to hire an agency; without it you cannot evaluate their work or protect yourself from bad decisions made on your budget.
Terms worth knowing.
- Andromeda update
- A Meta AI and machine learning overhaul that improved the platform's ability to match ad content to the users most likely to respond to it, reducing the importance of manual audience targeting.
- Hook rate
- The percentage of viewers who watch past the first three seconds of an ad video. A higher hook rate signals quality to the Meta algorithm, which responds by lowering cost per result.
- Visual hook
- An unexpected or incongruous visual element in the first seconds of an ad -- something out of place that stops scrolling before a single word is spoken.
- Pain hook
- An ad opening that names the viewer's specific problem or, more powerfully, one of its daily symptoms, to create immediate recognition and trust with cold audiences.
- Contrarian hook
- An ad opening that pairs two logically conflicting claims to create a paradox that forces the viewer to stay and resolve the contradiction.
- Pleasure/desire hook
- An ad opening that leads with the outcome or reward the viewer wants. Effective with warm audiences and established brands; weaker on cold traffic without prior trust.
- Cold traffic
- Prospective customers who have never heard of your business and have no existing relationship or trust -- the default audience for top-of-funnel ad campaigns.
- Retargeting
- Showing ads to people who have already interacted with your content or visited your website -- a warm audience more receptive to pleasure-based messaging.
Things they pointed at.
Lines you could clip.
02:25
“Messaging now is the new targeting.”
08:09
“If you can't keep people to stop, then they won't shop.”
13:13
“They're way more likely to trust you to lead them away from pain than lead them towards pleasure.”
24:37
“The opportunity cost of not running ads is way more than the operating cost of running ads.”
Where the conversation goes.
00:00 – 04:20denseAndromeda update explained
01:40 – 06:12denseContent as targeting
06:12 – 15:36denseHook types and hook rate
17:07 – 21:18denseEmotional vs logical selling
21:18 – 27:38steadyWhy ads work and implementation gap
Word for word.
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00:00Alright. So did Meta just make it easier to run ads or did they make it harder? Messaging now is the new target.
00:06The playing field is even, and if your content ain't on point, all it's gonna do is put a magnifying glass on your crappy brand.
00:16Alright. So did Meta just make it easier to run ads or did they make it harder to run ads? This is a question that we've been getting honestly a lot.
00:25And we've been screaming this from the rooftop for a long of a while now.
00:29Sure. And I'm gonna keep screaming it until my lungs collapse. Right?
00:33Because this is the state of the union right now is meta ads are easy bro. They've been making it easier and easier.
00:40We've been doing this for a while now Yeah. But recently there was an update called Andromeda that happened about a year ago or so?
00:48Yep. Right? And this Andromeda update is the thing that made these ads more more possible for a small business owner with zero experience to become prop like make profitable ads.
01:02Because by the way, back in the day anyone could run ads. 100%. But it doesn't mean that they're gonna be profitable.
01:07A lot of people are scared about Andromeda. They call it's like the boogeyman, you know what I'm saying? But Mhmm.
01:13Honestly,
01:14Meta didn't make ads harder. But I think the reason people are scared is because it's gonna make bad advertising more obvious.
01:22Because the playing field is even, and since the playing field is even, there's a lot more advertisers that are gonna get their ads seen. And if your content ain't on point, all it's gonna do is put a magnifying glass on your crappy brand.
01:37You know what I'm saying? That's facts. Yeah.
01:38So the Andromeda update,
01:41basically to sum it up in like a sentence. It was basically just Facebook's way of saying, okay, we're making this AI machine learning so good that it's gonna get better and better at matching the content with the user that's looking for that content.
01:55Mhmm. That's all that the Andromeda update is basically has done, basically.
02:00Yeah. So what that means is now someone who doesn't even have experience at all can put the right put the content up and it's gonna match that content with the right user without basically you having to do anything at all. 100%.
02:12Because the AI machine learning has gotten so freaking good. So man. You know what I mean?
02:16So Let's talk about the content piece. Because I I I think
02:21people have a false understanding of what the content is. Right. Messaging now is the new targeting.
02:28So when we say messaging, what does that mean? That means ad copy as well as the words you're saying in your visual.
02:37Yep. That's what's going to drive the ad to your target audience now. And people are slipping up because they don't know how to create proper content.
02:45No that's the biggest part is understanding that the content
02:49is the targeting, is everything. So not just the words you're saying in the ad copy that you're writing.
02:55But like you said, the words you're saying. The stuff that you're putting in the video, the type of clothes that you wear, like the algorithm is literally crawling through all of that information and it's basically saying, okay what type of user is gonna resonate the most with this type of content, this type of brand, this type of aesthetic, these types of words Mhmm.
03:14This type of dialect. Yep. Everything.
03:16Right? Yep. So now it's becoming way easier to set up your ads.
03:21Like the setup part is super easy. Right? I feel like a third grader could do this.
03:25Yep. Literally. I think we should record a video I'm teaching my daughter right now.
03:28You're about to teach her how to run Literally
03:30yesterday I was in the office and I was about to do the webinar. And she was like, dad, when are gonna teach me ads?
03:37And I said, you know what? Me and Steven were talking about that.
03:41We're gonna do that this summer. So this summer coming soon Wow. We are going to have a video with my daughter learning ads and she's six by the way.
03:48So so if a six year old can do it,
03:51I think but it's like kinda like that one show like, are you smarter than a fifth grader? Yep. Right?
03:57So I don't know how that might have played out. Because a lot of them adults were not smarter than a For sure. For sure.
04:02But literally that's that's what it is. You can launch these ads and the algorithm in the the in platform itself is making it easy to do so.
04:12Now you need to focus on the content itself. Because the content becomes the driving force whether your ads are gonna work or not.
04:19For sure. So
04:21Talk about talk a little bit about like the types of content that that people can can use to like drive their ads.
04:29Talk a little bit about that.
04:31Actually before we even say that, one like one thing that a lot of people are looking up this Andromeda stuff and they're all hearing the same thing about. I need the Andromeda update makes makes it so that you need more and more content.
04:43Mhmm. That's what everybody's saying. We need more content.
04:45More content. But I think people are getting the wrong idea about that. Right?
04:50We don't mean more content as in more as in volume necessarily. We're talking about more as in variety.
04:58Mhmm. Right? What do I mean by that?
05:01So if you're gonna shoot an ad for instance and you wanna split test three different ads, back in the day we used to just take, let's just say we have the same exact video, same shirt on, in the same location, and we would just say three different scripts. Mhmm.
05:14And we would record those videos and split test those. Yep. That's not the way to do it anymore.
05:18Because Meta's basically looking at those videos as the same video essentially. Because it looks the same, it feels the same. So what Meta wants now is more variety.
05:28Right? So you might wanna record one video sitting in your car. Record one walking down the beach.
05:34Record another one in your kitchen, whatever it is. Jumping out of a helicopter. Yeah.
05:39Whatever you wanna do. Just make it different. Same script.
05:42You can even do the same script. And it will have a completely different vibe to it. Because I don't know like, if you've ever recorded a script and then you just said the same script in a different location, the whole entire video changed.
05:53It does. The whole thing. So that's one way to give meta variety.
05:57Another way to give meta variety is not just doing videos, but also different formats itself. So like still images. Mhmm.
06:04We are big on video content but the fact of the matter is images still work. And you need to split test images as well. So Yeah.
06:13Split test videos versus images. You can also do carousels which are basically a bunch of different images that you can slide through.
06:21You can do video carousels which is a bunch of videos that you can scroll through. And just give Meta a bunch of variety. Carousels have been crushing lately too.
06:30Yeah. And they've been crushing for years. Yeah.
06:32But they still do. Yeah. They they still do.
06:34And another thing when it comes to content,
06:37there's a couple different ways you can do your content. Like you said, you can use different scenery or background. Yeah.
06:44You can also use different types of hooks. Right? So you have your verbal hooks and then you have your visual hooks.
06:51So with the visual hooks, like you said, you can change the scenery. You could record a video where the camera is still on the chair and then you walk up to the chair and sit down and say, hey, guys, and then you talk.
07:02Right? Right. You'd be standing on a roof.
07:04Right? Right. Or in a car.
07:05Those are visual hooks. Verbal hooks are words that you say in the first three to five seconds of your video that get people to engage and and grab curiosity.
07:16And that's extremely important because the Facebook algorithm, the way that it works, it's it's built on attention.
07:23You need to capture attention as early as possible. And if you do that Yep. Meta realizes that and they're like, oh, this is adding value to the platform.
07:32Let's deliver this to more people. So what happens when you have a good hook is you'll find that your ad cost gets cheaper as well. Right?
07:40Yep. And then with hooks, you know, we have we have our
07:44pain driven hooks. Mhmm. Right?
07:46We have So you're talking so back up. So there's different types of hooks. So there's there's the visual hooks that you can use to like throw people up.
07:54By the way, the reason why you need a hook is because if you don't if you don't stop people from scrolling, then nothing else that you're promoting in your business even matters.
08:04Nope. If you can't keep people to stop, then they won't shop. Facts.
08:07Right? Yep. So in order for your like in order for people to stop, you have to have a really strong hook.
08:13So there's different ways that you can do it. The visual one is is is big. Yep.
08:16I think people sleep on on visual hooks. For sure. Like there's so many ways you can do it.
08:20And I think the the thing that you should think about the most is, what's something that you normally wouldn't see with the type of video that you would normally create for your industry.
08:30Right? Mhmm. If you had if you're if you're like you know promoting a like let's just say you're a car salesman.
08:38Like you're trying to sell a car. Mhmm. Right?
08:41Like what's something think about yourself if you're trying to sell a car. What would be a thing that you can have in your hand or introduce into the shot that you would never see on a car lot.
08:51Right? Mhmm. Do that thing.
08:53Because when they see that weird thing mixed with this other thing that they normally don't see, that's a pattern interrupt, and that's a visual hook that's gonna make people say, wait what? Yeah. Like, you know what I mean?
09:02Yep. Like, why is this car salesman got like a a nerf gun right now? Or like shooting people with water It doesn't it doesn't logically make sense.
09:12No. So, when the viewer's eye, they're gonna look at that and they're gonna be like Right. Hold on.
09:16What did he just make them stop. Yep. And so that right there is gonna affect a metric that we call a hook rate.
09:22Right? So a hook rate is basically what percentage of people who watch your video make it past the first three seconds.
09:29That's called a hook rate. And you want the highest hook rate possible. The higher the hook rate, that means people are making it past that first three seconds, And that's gonna trigger what you said algorithm.
09:39The algorithm is gonna say, oh, okay. People are making it past these first three seconds. This must be good.
09:44Yep. Let's lower the cost and send this out to more people for less money.
09:48Mhmm. And that's when your ads are going crazy. Yeah.
09:50So that first, dude, people don't realize how important that first three seconds three seconds are everything, man. Especially with the Andromeda I mean, it's always been that way but especially with the Andromeda update. So like, my tip for everybody out there would be make sure you're absolutely maximizing those first three seconds.
10:07Yep. And it's funny like when I say stuff like this a lot of people are like, yeah duh bro. Like I get it.
10:12Mhmm. But it's so hilarious if you go to their Instagram or you look at their ads. They're wasting half.
10:17They're wasting their three five seconds on like, hey, what's up guys? My name is Steven. I work for one cares.
10:23Nobody. Nobody cares about your business. Cares what your name is.
10:27No one cares what your logo looks like. Facts. Facts.
10:30And the faster you come to that realization, like the sooner you can get to the money. Exactly.
10:35Because the only thing that your audience cares about is how you can help them. 100%. It's the only thing they care about.
10:40And don't feel bad because that's all they care about with us too. Right? Yeah.
10:43And and that's what we tell people all the time is like
10:46like I'll do like mentoring sessions and there'll be people that are so focused on having their logo like at the top of Mhmm. At the top of their website. Oh, I want it bigger.
10:55Yeah. Yeah. No.
10:56Make the logo bigger. Nobody nobody cares. All they care about is what you can do for them and outcome they are going to receive.
11:04That is literally it. So when you're creating your content, you have to be sure that you're you're hitting those things.
11:10Right? And we'll dive more into content later, but as far as the hooks go, we talked about visual hooks. Visual hooks.
11:17Okay. Then we have the verbal hooks. And there's three different types of verbal hooks.
11:21There's the pain driven verbal hook. Mhmm. So, with the pain hook, you can say, hey, are you someone who's been struggling with making money online and you wanna find a better solution?
11:32Mhmm. That's a pain hook. You could say, hey, are you someone who over the past five years has lost 10,000 or more dollars to the IRS?
11:41Well, have the perfect solution.
11:43Again, that's a pain hook. Or Right? That's one way to do a pain hook.
11:47Another way to even go deeper than that though is you can call you cannot just talk about the pain itself, the big pain, but you can start talking about the symptoms Mhmm.
11:56That happened because of that pain point. Yep. And that honestly a lot of times is even more powerful because people are feeling the symptoms Mhmm.
12:04In their everyday life. Yeah. So it's like, okay, you're not making enough money in your business?
12:08Okay, great. But what's the symptom of that? Mhmm.
12:10Right? Hey, are you tired of every time that your friends wanna go on a vacation, it's too expensive and you can't and you have to always say no?
12:18Deep pain. Yep. Deep pain.
12:20Right? That just hit me a little bit. Yep.
12:22Yep. That's what you wanna start thinking about. Don't think about just the overlying big general pain.
12:28Start thinking about all the intricate symptoms that they're feeling in everyday life.
12:33Like for instance, if someone's suffering from eczema. You say, hey are you someone who's been looking in the mirror and seeing red rashes all over your skin and every time you go out you hide it because you're Exactly.
12:45Now you're hitting them even harder. So pain is a really really good hook because especially for cold traffic Mhmm.
12:53People who don't know you yet. The reason why is because people who don't know you don't trust you enough to think that you're gonna lead them towards pleasure.
13:05They don't think that you're gonna lead them to the promised land. Like I don't know you, why are you gonna lead me to the promised land?
13:11Mhmm. What's in it for you? Yep.
13:12But pain on the other hand is a great way to do it because people will actually believe that you're gonna lead them away from pain.
13:20They're way more likely to trust you to lead them away from pain than lead them towards pleasure. So that's why if you're if you're doing any cold traffic top of funnel ads, try the pain hooks.
13:32Pain hooks work really really good. Works really well. So that's pain.
13:35Yep. What's another one? So another one is the contrarian hook.
13:39Right? And with contrarian, these are two things that you put together that don't necessarily make sense.
13:48Mhmm. Right? For instance, we did a webinar yesterday.
13:54And the first the first text and email I sent out said, hey, in this webinar we're gonna show you how to fire your sales team but double your sales.
14:05Mhmm. That doesn't really make sense logically when you think about it because how am I gonna fire my sales team but double my sales? And then that that doesn't make any sense.
14:16And we got a good response. We got like 3,000 people that registered off of that because that's That doesn't make sense. It's like, what how is that how is that even possible?
14:24Yeah. So contrarian
14:26hooks are really really powerful. Yeah. They're like, think about it kinda like paradoxical.
14:30When you hear it, you're like, wait, It makes you say, Makes your face go like that. Yep.
14:35Like we one of our good ads that we did for one of our webinars was the hook was, the less I post on social media, the more money I make.
14:47Yep. Same kind of vibe. It's like, it's contradicting.
14:51It's like, wait what? The thing that I thought was the normal thing that I should do, you're telling me that that's wrong. Right?
14:57So if you guys can find a way to introduce contrarian hooks, it might be the most powerful type of hook.
15:05Think it is,
15:06honestly. Yeah. I think that hook style, because it's so interrupting Yeah, it is.
15:16It hits. And and that's and that's timeless too because Yeah. As time goes by, like, there's always like, okay, there was a way that you did things, but now there's a new way.
15:25Yep. Hey, there's a myth but that that's a myth. It doesn't work like that.
15:29No. It's actually a lie. Yep.
15:30Right? There's always like and that's timeless. Always gonna It's gonna stand true regardless.
15:35Regardless. Yeah.
15:37Absolutely. So that's what we got. Alright.
15:39We got pain
15:41hooks. We have contrarian paradoxical kind of hooks. And then
15:46what else we got? We got the pleasure hooks as well. To me, pleasure hooks only hit when you have brand.
15:55Mhmm. Because with pleasure hooks, essentially what you're saying is, hey, are you someone that's looking to double your income in the next ninety days?
16:04Right. That's pleasure. Now, if you're a brand that doesn't have brand yet, an established brand, and you lead with pleasure, you will get leads if you do it right.
16:15But the problem is you're not gonna get as many leads as you would if you did the other two. I agree.
16:20You know what I'm saying? And I also think that the desire pleasure based hooks work
16:24specifically better for, like like you said, if they have brand, but also for warm audiences. Yeah. For people who already know Yep.
16:32Who you So like, if you guys are gonna do retargeting ads, that's when you can start introducing more pleasure based, desire based stuff.
16:41Talk about the things that they want, but again, don't get so don't go so macro. Right? Think about the thing that they want, and then think about the intricate, uh, outcomes that will happen when they get that thing.
16:55Start getting real specific and and, um, get them to because what that does is it gets them emotionally involved in the process, and that's and if you guys know anything about sales, people buy with emotion.
17:08And then once they're hooked emotionally, they'll justify their purchase with logical decisions. Yep.
17:14But you can't sell to logic. No. That does never works.
17:19Right? You will just bang your face against a brick wall trying to sell to logic. Mhmm.
17:23It doesn't work. Hook people emotionally and then they'll justify like, even if the thing's more expensive than they are would will they were willing to spend.
17:33Like, when was the last time? Like, have you ever bought anything that was more that was too expensive and you bought it I tell this story all the time. So when I bought my house,
17:43I was dead set on a price that I was not going over. I told my wife, I was like, yo babe, like That's it.
17:51Lying in the sand. We staying here. We we ain't go we staying here.
17:54Right? And so we go in there to talk to the to the the realtor and she's showing us the house and I'm like, alright, bet.
18:03Let's do it. I'm good. Let's roll.
18:05And then she's like, well do you wanna add on do you wanna add on a lake view? And I'm like, nah, I'm good.
18:12And then we take a few minutes, we talk, we come back and she's like, yeah, just you know, imagine what it'd be like for you to just kinda sit outside and you know, you hang out with your with your girls and they're playing outside while you and your wife are just sitting there looking over the lake. And she she paints the picture for me in a way that got me emotionally tied to it.
18:30And I started thinking about it like, yeah, the girls would have fun out there, that would actually be cool. And emotionally, I got tied to it. That's how people make decisions, is emotionally.
18:39So if you can get them tied emotionally, you make decisions. So long story short, I ended up spending like $10,000 more, $10,000 more on the house.
18:49That line in the sand was wiped out. That line in the sand was was gone. It was gone.
18:53But that's an example of digging into the emotions of your target audience.
18:59And that's very important when you're running ads. You have to have a deep understanding of your target audience's biggest pain points,
19:07deepest desires. That's good. And so like when how this relates back to ads is even if you guys are gonna do the desired angle.
19:15Let's just say you're gonna leave the hook. The hook's gonna be lead with pleasure desire angle. For instance, if you're selling if you're selling jeans for instance.
19:26Right? And you're saying, hey. Hey, guys.
19:29I got these blue jeans. They're denim. Right?
19:32And they got rips in them, and like, go get them. Right? That's selling to Logic.
19:38Yep. Because those are features. Nobody really cares about them.
19:41And no one really cares. They're like, okay, well, blue jeans I already got blue jeans with denim and I they already got rips in them. I can go rip them myself.
19:47Like, whatever. Instead, why don't you flip that and say something like, hey guys, I've never gotten as many compliments as I've gotten in these jeans ever in my life.
19:59Mhmm. Click the link and go check them out. Right?
20:03I didn't talk about denim, blue, color, ripped, nothing. What did I talk about? I talked about the outcome, the desired outcome.
20:10Mhmm. And that's what everybody wants. They wanna look good in their jeans.
20:13Right? Yep. Or, man, my wife or my my my spouse or whatever can't stop looking at me, staring at me ever since I got these jeans.
20:23Y'all need to go check them out. Click the link. Yep.
20:26So what I'm doing is I'm I'm getting you to getting you hooked emotionally, and then you're gonna click that link. And then when you go to the page, let's just say the jeans are like $400.
20:35They're super expensive jeans. But I'm hooked emotionally. I'm thinking about how good it's gonna feel when I'm walking down the street and getting all these compliments and stopping and staring and my wife's looking at me a bit differently.
20:45I'm thinking about all this stuff, and now all of a sudden I'm like, okay, 400 is a little steep, but I could probably move some things around. Yep.
20:53You start doing that math. I can stop drinking coffee for a couple of weeks. I'll figure it out.
20:57Figure it out. That's called justifying with logical decision making. Yep.
21:00Right? Will figure it out because people do things for one reason and one reason only.
21:05And that's because they feel like doing it. It's a fact. And if you can get people to feel like doing it, they will do it.
21:12So that's notice how, by the way, we're talking about Andromeda and updates and all, but notice how long we've been talking about content.
21:18Because content honestly with ads, content is the key with It's the lever. If you're if if your content is not hitting Mhmm.
21:28You will not make money with ads in this day and age. Back in the day, it was the wild wild west. Even if you had bad products, there wasn't as many people advertising, so you could just kinda Yeah.
21:39Do your thing Yeah. Sell whatever and it's good. But because there's so much bad quality stuff out here Correct.
21:45You have to be able to stand out from the pack. And the way to do that is focus insanely
21:50on your content creation because that's what's gonna do And when you get that wrong, that's when you start hearing the horror stories of people that are just spending tons of money on ads. They're not working. And and those are the people who say, you know, Facebook ads don't work, paid ads don't work.
22:06Yeah. It's not that they don't work. I mean, let's let's be real.
22:10Meta makes 97% of their their money from advertising. Yep.
22:15Okay. Why would why would companies spend kajillions of dollars on ads if it didn't work?
22:21Of course it works. It's just that you're not you're not working it right. You're not doing the right things.
22:26You're not doing the right things. You're listening. First of all, you're trying to learn by watching a 100,000 YouTube videos.
22:30Videos, and that's just not how people learn. That's not how people actually implement things. Um, I think people have information overload.
22:38They have too much information and not enough implementation. Mhmm. They're not taking enough action.
22:43Because you will learn way more by just running ads and just like learning or getting a coaching program and getting someone looking over your shoulder and show You will learn what probably would take you five years. You can learn that in like five days.
22:55Mhmm. And now all of a sudden, you get to the money faster because you learn the right way. Yeah.
22:59Believe it or not, guys. People,
23:02every single day, are making thousands to millions of dollars with ads Mhmm.
23:08Every single day. K? It's not that ads don't work.
23:12Ads work perfectly fine. But when you're not implementing these right steps, you are going to struggle.
23:18Yeah. And I believe firmly that anyone can learn ads.
23:26Mhmm. And I believe that everyone should know ads. Even if you're someone who doesn't wanna touch ads with a 10 feet pole and you're too busy, I believe you should have some sort of foundational knowledge about ads.
23:37Because ads are not that difficult, They're actually pretty easy. But you should have a foundational knowledge because what happens if you hire that agency and that agency starts doing things that you don't agree with or magically your sales stop. If you don't know how to go into that ad account and look at the ads that they're running and see what it is that they're doing, you're gonna be kind of blind.
23:57I equate it to going to the car shop with your car, going for an oil change, and then they come back and tell you you need a transmission fix. Mhmm.
24:06But there's nothing wrong with the transmission, really. But because you don't know anything about cars You can argue with them. You take their word for it.
24:14You take their word for it and Alright. You hand them over the money. Rip the engine out, whatever.
24:17It's all That's it. Yeah.
24:19So so you know, it's extremely important for everyone to have that foundational knowledge of ads because if not, it can be very dangerous Yeah. Too for your business and you can lose a ton of money. And I I think personally people are losing a ton of money
24:32by not running ads. It's Yep. The opportunity cost Yep.
24:36Of not running ads is way more than the operating cost of running ads.
24:41Or learning how to run ads. There are people that are searching for your products and services right now. They're literally like praying for you.
24:49But they don't know you exist. So how are they gonna buy something that they don't know exists? They can't.
24:54So the only way to get in front of them is, boy, you can either hop in your van and hand around you know, ride around in your in your bus and hand out business cards like it's 1997. Right? You could do that.
25:04Or you could literally just like get behind a laptop, push a couple buttons, and hit everybody on their phone where they're already staring at. Like they're literally already looking at this stuff like zombies.
25:15Yep. Why would you not put all your products and services right on people's phones where they're already looking? Bro, I remember, man.
25:21I remember
25:23being music artists. And remember that show we did in Tallahassee? I do.
25:28Do you remember that? I sure do. Over there at Florida State campus.
25:30So so we did a show in Tallahassee and we got booked on the show, but they were like, yo, you just need to sell these tickets though.
25:38You're you're on the bill, but you gotta sell these tickets. This was before we knew anything about Facebook ads or anything like that. We drove to Tallahassee, and then we we came up with a plan.
25:49We were like, yo, let's go and just hit up a couple of these different spots. So we hit up a couple college spots, we hit up the mall, we were asking people to buy, and we were out there for hours, bro.
25:59No. Almost the whole day. Yeah.
26:00Yeah. Selling tickets, and then then we almost got in a fight with somebody somebody
26:06did
26:06we actually even sell? I don't remember, bro. It wasn't that many.
26:09No. It wasn't. It was hand to hand combat though.
26:12It was exhausting. It was hand to hand combat. But that was so exhausting.
26:16So, the fact that you don't have to do that anymore is is amazing. But, another thing that's mind blowing is there's businesses still to this day that are marketing that way.
26:25Yeah. Because they don't know ads. Yeah.
26:27Hand to hand to hand. Hand to hand. And it might not necessarily be in the malls foot traffic vibes,
26:32but it's it's I'm inside of Facebook groups, messaging people. Yeah. I'm going back and forth in DMs for like literally eight hours a day, messaging people back and forth.
26:41And they think that that's the way to scale their business. 100%. And it's cool in the beginning.
26:46Don't get me wrong. You get a lot of you get a lot of good information that way. But what would happen if a 100 customers came to you right now?
26:55Or what would hap like how do you scale that? You can't scale it. No.
26:58Right? Ads are definitely the way to wrap it all up. Andromeda update on Facebook has made ads so much easier.
27:07Yep. It is it is more realistic than ever for your ordinary business owner who doesn't have any marketing experience whatsoever to jump on meta ads and start growing their business
27:20literally like like that. 100. Like tomorrow.
27:23But you have to take action in order to do it. You gotta get in the game. You gotta get in the game.
27:27Everyone should have a foundational knowledge of ads. If you do that, your business can grow.
The Hook
The bait, then the rug-pull.
Most people running Meta ads in 2026 heard the word Andromeda and panicked. Two hosts who have spent millions on ads are here to argue that fear is misplaced -- and that the platform has never been easier to launch on, if you understand the one thing the algorithm actually cares about now.
How they asked for the click.
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