202402120849 Status: #idea #🧠 Tags: #marketing #paid-ads # What-Who-When Framework > "*In the words of David Ogilvy “The customer isn’t a moron. She’s your wife.” So you know what that means? Write to her.*" > — [[Alex Hormozi]] #quote This mental framework hinges on knowing [[The Value Equation]] forwards and backwards. So all you have to do is know eight key things about your own product or service: how it fulfills each element of value for your prospect, and how it helps them avoid their hidden costs. Ads cause the prospect to think questions to themselves. And a good ad answers those questions at precisely the time they think it. So if you can answer what they’re thinking with your ad, using the words they’d use, you’ve won. *Putting the What, the Who, and the When together, we answer WHY they should be interested.* ## What 1. Dream Outcome/Nightmare 2. Perceived Likelihood of Achievement/Risk 3. Time Delay/Speed 4. Effort and Sacrifice/Ease 1. Dream Outcome: A good ad will show and tell the maximum benefit the prospect can achieve using the thing you sell. It should align with the ideal prospect’s dream outcome for that sort of product or service. These are the results they experience after buying the thing. - Opposite - Nightmare: A good ad will also show them the worst possible hassles, pain, etc. of going without your solution. In short - the bad stuff they’ll experience if they don’t buy. 2. Perceived Likelihood of Achievement: Because of past failures, we assume that even when we buy, there’s a risk we don’t get what we want. Lower perceived risk by minimizing or explaining away past failures, emphasizing the success of people like them, giving assurances by authority, guarantees, and how what you have to offer will at least give them a better chance of success than what they currently do, etc. - Opposite - Risk: A good ad will also show them how risky it is to not act. What will their life be like if they carried on as they always have? Show how they will repeat their past failures and how their problems will get bigger and worse… 3. Time Delay: A good ad will also show them how slow their current trajectory is or that they’ll never get what they want at their current rate…   - Opposite - Speed: To get things we want - we know we have to spend time getting them. A good ad will show and tell how much faster they will get the thing they want. 4. Effort and Sacrifice: A good ad will also show them the amount of work and skill they’ll need to get the result without your solution. And, how they’ll be forced to keep giving up the things they love and continue suffering from the things they hate. Or worse, that they work hard and sacrifice a ton right now… and have gotten…nowhere. In other words, they waste more time and money doing what they currently do than if they just bought our darn solution! - Opposite - Ease: To get things we want - we know we have to change something. But we then assume we have to do stuff we hate and give up stuff we love. And ease comes from a lack of needed work or skill. A good ad disproves the assumption. It tells and shows how you can avoid the stuff you hate doing, do more of the stuff you love doing, without working hard, or having a lot of skill and still get the dream outcome. Those are the 8 key elements. Now we fully understand The What – how we deliver the four value elements, and how we avoid their four opposites. ## Who Humans are primarily status driven. And the status of one human comes from how the other humans treat them. So if your product or service changes how other people treat your customer, which it does in some way, it pays to show how. So we want to outline two groups of people. The first group is the people gaining status, your customers. The second group is the people giving it to them: Spouse, Kids, Parents, Extended Family, Colleagues, Bosses, Friends, Rivals, Competitors, etc. If I said something was risk free, I want to spell out how *their spouse* won’t nag them about the purchase since there’s no risk. I’d talk about how their kids would notice they weren’t as stressed or distracted anymore about work. How their competitors notice their phones don’t ring as much because all their customers are flowing to your new customer. How their business owner buddies say “business must be good” ## When People often only think of how their decisions affect the here and now. But if we want to be extra compelling (and we do), we should also explain what their decisions led to in the past and what their decisions could lead to in the future. --- Further Reading - [[100m Leads Playbook]] - [[Engaged Leads]] - [[Lead Magnets (Bar Snacks)]] - [[The Core Four]] - [[More Better New]] - [[The Four Lead Getters]] - [[The Five Step One-page Advertising Plan ]] - [[Hormozi-$100M Leads]]