Jesse Pujji
speaker
122 appearances
1 recordings
1 series
first heard Jul 2024
last heard Jul 2024
Jesse Pujji’s voice in public audio — every appearance, attributed to the second.
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Appearances
And so you create actually five to seven static non-video ads that are very basic with your product, with the pixel, and you spend 50 bucks a day, 25 bucks a day. And the first week is going to be the worst results you've ever seen. And then you'll see Facebook will start to learn your audience a little better.
And maybe every week you make a small adjustment just to what's working, spend a little more on what's working, pause what's not working, basically based on how much they're spending or what the metrics look like. And then you kind of let it go.
And so what you should see is after two months, the pixel will be seasoned because the CPA will be cut in half and you'll just notice that the metrics will all look better. Now Facebook knows who your audience is Now you can get crazy with the video creative and some of the other things that are, you know, UGC, like the more engaging creative.
But part of it is you almost want bad creative up front because you want Facebook's algorithm to get a better and better signal on who your audience is. And if you give them too much good creative, like... you know, if I show you a pretty girl dancing around or whatever, you may buy the product even though you're not the right audience. And then Facebook kind of learns the wrong lessons.
You want them to learn, oh, this is like a really crappy ad, but oh man, it's an Indian supplement. I'm Indian. Okay, I'm going to buy it. Man, the site looks really bad, but the formula looks good. Okay, you want that to be your first hundred transactions to calibrate the audience really tightly. And then you light up, again, video and UGC. Now, one of the big mistakes people make here is
You really shouldn't grow your spend until the economics are profitable, until you're first order profitable. Which means, let's just do this math. If you're doing a $100 supplement, it's kind of an expensive supplement, but let's go with that. You're probably doing 70% gross margins, maybe more. So you're making $70 in profit. Your CPA target should be like $50.
at the highest because that makes money on every transaction. And what you have to do is calibrate your spend, your creative, your metrics internally to that. That would be considered a two ROAS on your spend And it's too easy to convince yourself to spend more on a shittier metric.
And what it forces is a discipline of sorts that you're not allowed to scale until you can't spend more than $50 a day until that 50 is able to. And what it means is you may spend six months trying to rip through different creatives and hooks and all the things you and I know from the world of organic social.
But then when you get it and everybody gets it, if they stay long enough, it is a dream because now all of a sudden you have a money machine that you can just keep turning up. And if you read my newsletter, we actually started using some lending in our case, and we didn't follow this rule, and it was a big mistake.
It made us too able to spend money too fast, and that's actually a really bad thing in customer acquisition.
Yeah, I mean, I have a whole presentation I shared privately with a handful of business leaders that's like, get the organic social formula, which you and I know really well. Like, is it a good hook? Is it going to get someone to stop what they're doing? And in order to do that, I typically think of it as curiosity and benefits. I think Craig Clemens, the guy from Golden Hippo, says that, like,
Make me curious and tell me what's going to benefit me. And that's the first thing in the hook. And that means you've got to know your audience, you've got to know your customer, you've got to know all these different things. Then you've got to deliver some value, and usually it's informational value in the creative itself.
One of my favorite frameworks is the PAS, the Problem Agitation Solution Framework, right? Where you say, well, the hook is something you have an issue with. You don't immediately jump to the solution. You're like, ugh. And then you present the solution at the end of the ad. And obviously then you can trim some of the landing page. My favorite example of this, this has become my favorite product.
This is like, if I was Oprah, this is Jesse's product of the year. Have you seen this Air Moto thing? So... Okay, so once you have kids and you're a dad, one of the random jobs you get assigned, of many, there's many, many jobs, like suitcase carrier and whatever, you just, you are the inflating guy. You inflate shit, okay? You inflate tires. on bikes, you inflate car tires.
If something goes wrong with your car, you inflate pool toys. Um, just, just nothing you don't inflate. Your responsibility is to inflate. It's just, it's the law of dads. Right. And so I get this ad on, on Tik TOK. And it's like, it's like, you know, it kind of is making fun of this. Like, you know, do you get annoyed by this? You have to do it. And then it agitates the shit out of you.
It's like shows the guy at the gas station looking for quarters, trying to fill his wife's tires and he's pissed off. Then he comes home and his kid's like, can you fill the bike tire for me? And the bike tire keeps deflating and it's like, it's annoying and he's sweating. And it was like, I was like, yes, yes, that's me.
Like, you know, it's such a random thing too, because I would never consider myself. And I was like, man, these guys, like I was just so agitated. And then they're like, it's a mini compressor. So it's like this tiny little compressor, right? It connects, it's really smart. It's automated. You can press a button, plug it in, and it just goes until it needs to turn itself off.
It can just set to whatever PSI you need to. Right. And I kid you not, I like bought one and it blew my mind. Like I handle all the things, even taught my son now how to do it. He's a little older. Like, you know, it's like just a total game changer. Like it literally, we like joke about it. And then I was like, I just bought 10 of them. And every man I know, I just give them like, here you go.
Here's an air moto, dude. And so for the second, the last part is kind of extreme, but like the example of great creative was knowing your customer really well, presenting the problem, like connecting and then really agitating it.
Um, and again, they just did a wonderful job of like, and every single agitation was felt very real for me being at the gas station, trying to find quarters to fill my, my wife's car, my, you know, my kids incessantly asking me to, and that's just, that's a, that's a perfect example. That's the case study.
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