I’m not a big fan of leading with the price in an ad.

Because leading with the price goes against the “anatomy” of a good ad.

Here's typically how the flow of a decent ad goes...

• First the ad says something that gets attention...

• Then you typically put your prospect in a problem state...

• Then you might explain why they’re experiencing this problem...

• Or you might explain why they haven’t been able to solve this problem...

• You take a little dig at those “other alternatives” that haven’t worked for them...

Next, you might offer a way out of their current pain...

• So you offer a solution, but not just any solution...

• You compare different solutions against each other...

• And you “make your case” for why YOUR solution is the best one.

Only at this stage do you introduce your product…

And explain why your product is different, unique, and what makes it the best…

But even then, you rarely mention the price in the ad itself.

Instead, you typically keep that for the sales page.

However, sometimes, an offer is such a NO-BRAINER that you can “get away” by stating the price upfront. 

In some cases, the “claim” or the “outcome” might be so good that your prospect will have a hard time believing your offer is real.

So if you’re selling another supplement for $30 a bottle or more then I’m (not) sorry, but this template won’t be as effective for you.

Remember: The offer has to be a NO-BRAINER, and you have to feel a little stupid by saying no. So if your offer is not that irresistible, just avoid stating the price in the ad.

I originally saw this ad and it caught my attention. Because the offer was, again, a no-brainer. 

So I tuck it away in my sacred swipe file. And I turned it into a template.

Sidenote: It was a static ad. And the headline said: [OUTCOME] for [PRICE]. Again, I would NOT recommend stating the price in the static unless your offer is JUICY.

Just for some extra context, this was the original static:

To the owner of this ad, I’m truly sorry for sharing it… but hey… at least this blog is tiny right now so basically no one is going to see this :-)

Anyways...

Here’s the template:

==

I don't know if you know this, but you can [HUGE OUTCOME] and [HUGE BENEFIT] without spending [HUNDREDS/THOUSANDS] on [WHAT IS NORMALLY REQUIRED TO GET THE HUGE OUTCOME]...

... Because this isn't [THING #1 RELATED TO THE HUGE OUTCOME]...

... or the [THING #2 RELATED TO THE HUGE OUTCOME]...

... or the [THING #3 RELATED TO THE HUGE OUTCOME]...

... it's something much more tangible...

... It's the fact that it's a shortcut...

It's a shortcut to [WHAT TARGET AUDIENCE WANTS #1]...

It's a shortcut to making years of [THE HARD WORK NORMALLY REQUIRED] efforts in days...

And it's a shortcut to being [HUGE BENEFIT THE TARGET MARKET WANTS].

And you know, when you have all that...

... then [SOMETHING TARGET MARKET DOES/HAVE] becomes so much less [STRESSFUL/PAINFUL/ETC]...

... because you're getting [NEW OUTCOME #1]...

... you're [NEW OUTCOME #2] more...

... and you're [NEW OUTCOME #3] and people are [BENEFIT] without any second thoughts...

all because they [BENEFIT #1], [BENEFIT #2], and [BENEFIT #3] you.

We're going to [STATE WHAT THE OFFER DOES] that [THING RELATED TO THE HUGE OUTCOME #3]...

... and we're going to get you [SAME HUGE OUTCOME AS START OF THE AD] like [EXAMPLE #1], [EXAMPLE #2], [EXAMPLE #3]...

all within [24/48/72] hours...

... for less than the price of [DINNER/COFFEE/SOMETHING ORDINARY]

Which means that the [NEW HUGE BENEFIT #1]...

... the [NEW HUGE BENEFIT #2]...

... and the [NEW HUGE BENEFIT #3] you want and deserve are 2 minutes and 3 clicks away.

Here's how we'll get you [ORIGINAL HUGE OUTCOME]:

Step 1. [EXPLAIN STEP 1 OF THE PROCESS IN ONE SENTENCE] within [2/5/10] minutes.

Step 2. [EXPLAIN STEP 2 OF THE PROCESS IN ONE SENTENCE] without you lifting a finger.

Step 3. You start getting [HUGE OUTCOME] within [7/14/21] days

All you have to do is click 'Learn More' now to start [PROSPECTS GET COMPETITIVE ADVANTAGE, COMPELLING THEIR EGO] TODAY.  

P.S. [WE’RE/I’M] so confident in [OUR/MY] [SERVICE/PRODUCT] that we offer a 100% money-back guarantee. If [WE/I] can't get you [ACHIEVE FULL OUTCOME] in [7/30/60] days, you get a full refund.

==

Okay, so that’s the template. 

Next, just for the fun of it, we’re going to copy and paste this in Claude for a made-up offer.

I used sonnet 5 high and gave it the following “prompt”:

here is an ad template. use it and create an ad for a PAIN RELIEF offer running on meta. lets do BACK PAIN.

[insert above template]

Below is the result, zero edits:

==

I don't know if you know this, but you can move pain free and get back to doing what you love without spending hundreds or thousands on chiropractors, physical therapy, or prescription meds...

... Because this isn't another stretching routine...

... or the same over the counter pain patch you've already tried...

... or the same cortisone shot that wears off in a few weeks...

... it's something much more tangible...

... It's the fact that it's a shortcut...

It's a shortcut to waking up without stiffness...

It's a shortcut to making years of physical therapy progress in days...

And it's a shortcut to being able to sit, stand, and move without bracing for pain.

And you know, when you have all that...

... then everyday life becomes so much less exhausting...

... because you're getting full nights of sleep again...

... you're standing up straighter, moving easier...

... and you're keeping up with your kids or grandkids without any second thoughts...

all because your back finally stopped holding you back.

We're going to target the root tension in your lower back that's been causing the flare ups...

... and we're going to get you back to normal movement, like bending to tie your shoes, picking up groceries, sitting through a full movie...

all within 72 hours...

... for less than the price of one chiropractor visit.

Which means that the pain free mornings...

... the uninterrupted sleep...

... and the freedom to move the way you used to are 2 minutes and 3 clicks away.

Here's how we'll get you out of pain:

Step 1. You answer a few quick questions about your pain within 2 minutes.

Step 2. We match you with the right relief protocol without you lifting a finger.

Step 3. Your back pain relieved within 14 days.

All you have to do is click 'Learn More' now to start living pain free TODAY.

P.S. We're so confident in our product that we offer a 100% money back guarantee. If we can't get you real back pain relief in 60 days, you get a full refund.

==

OK, not bad. Not bad at all (what you can expect from a template). 

And again, this literally took 60 seconds. 

I even recorded a video as “proof” that this is the result it gave (see below).

Full transparency: I did make ONE edit. I changed “relief” to “relieved” on step 3. 

And then in the template itself, I made step 3 “You start getting...” instead because I think that will make it flow better.

Ok, those are the only “edits” I made. 

And, again, you can verify that yourself by watching the video I attached.

You can also play around with the timeline (the number of days) in step 3, as well as the guarantee. But these are things it would do automatically for you since it probably already knows the “context” of your product/service/offer/etc.

AI is by no means perfect. And I’m not a huge “AI advocate" tbf. 

But sometimes, creating stuff like this is fun. And profitable :-) 

Namaste.

PS. Here is the “proof” that this is the result it gave: