$100M Creative Strategy: The Anatomy Of Winning Ads

Alright, so welcome back to a hundred million dollar creative strategy today. We got Johnny here again with us. We are still traveling now we're in Hamamatsu, so amazing view of the city from up here. And just really looking forward to our conversation today. Thanks so much again for sharing all your secrets and putting all your effort into the notes and the resources that we're putting together for this training for you guys. So let's get into it. Let's get straight into it. How do you actually go create content? What's the structure? What's the process? As a creative strategist let's say I want to actually build some stuff. What am I doing? Absolutely. Just so we recap because it is very important because last time we talked about what matters in terms of metrics. So just so everyone is in the loop if you haven't watched part one, but definitely watched part one first. But definitely just a recap. So you know we talked about the main thing was the pyramid right? Like how do we analyze an ad account basically select the best creative to start creating them. And we talked about basically there's a pyramid and from the bottom you have avatar, which is the one the sub avatar sub avatar. They're getting the best NC CPA or new customer cost by acquisition or CPA in general and which avatar is getting the most spent. So for example, is it high blood pressure avatar or stuck poop avatar? Maybe it's people that's re using the product and that category. You know, we want to figure out which avatar is getting the most spent. The next level is basically what creative format drive the most top of funnel attention versus you know, middle funnel attention. So you know exactly the type of structure that you want to write that will get you the level of attention that you want. The third level is the hook structure, right? What hook structure consistently reached a broad audience is a hook sack or specific condition call out or symptom call out. The last, the pinnacle which is the body copy structure which is, you know, you want to know what's the evergreen body copy structure that they've been running and obviously the mechanism they've been using has been proven, right? So now you have this four level of on the pyramid to basically analyze ad account. So when it comes to creating concept and this is kind of how I do it and obviously everyone has their own system. Some people kind of, you know, go in the opposite way. But for me, I look at an ad account. I wanted to look at the lowest hanging fruit, right? Because you know, for me at the end date, top of funnel was still a massive reach, right? Because like you still have to create a structure or format that might work. And from the start when you're working with a client as a career strategist, like especially the people are watching this, someone them are just still getting into it. I don't think that it will be the best way just for them to go and do a bunch of crazy stuff. And then the next one is the first one. So I think that first of all, for step one, when it comes to creating your first few concepts, is to go after solution where buyers first. And what I mean by that, obviously we talked about multiple times that top of funnel is the most important part of your world, which is very important, right? You want to create super code ads so you can start, you know, scaling the ad account. So your first batch of creative is really, really good to start getting a lot of results as fast as possible is basically just by positioning the product, right? The product directly to the people who are really buying that category, right? So take mushroom coffee example, right? We keep using rise in an example, but mushroom coffee, right? So you can go ahead and create a bunch of creative that target the entire market that drinks coffee in general or regular day to day, everyday people and convince them to drink mushroom coffee, which is like very, very uncommon, right? Well, to take them from like, hey, you drinking coffee, why don't you try this instead? Exactly. Yeah. Like it's hard, right? So what you do is that if you want to start locking your first couple winners, some good CPA, where your CMO or marketing director or head of creative saying, hey, good job. You've been, we need just a couple of days into the company and we start creating winners. The easiest way is to just basically going after people who are already buying mushroom coffee, right? Or maybe they're buying other type of coffee. There's even, you know, poop coffee I've heard of some of those poop coffee and people drank them for specific reason, right? Because they want a specific, specific health outcome. Maybe they're getting some kind of benefit from it. So for those people, they're quite nerdy about coffee and those guys are replying within those categories of very special coffee that, you know, a day to day person wouldn't probably drink it. So if you were to go out to those kind of guys who are already so on that concept of mushroom coffee or just special coffee in general, right? You just need to give them a reason to switch, right? So if you think of some of the creative loss of time they call them or better way creative, right? It's like, this is a faster and better creative. So to give an example, if you're recently bought this brand or if you're recently bought this type of coffee, here's a much faster and better way to achieve this instead of this. You know, like basically you're showing them there's a fastest way. If much faster than what you're doing, because I mean, all you guys there watching this, maybe you're a cooperator or business owners, you guys buy into program because you always want to find a faster way to achieve your goal. Because that's why we're buying the first place at the end day, right? You know, people buy prior to the access because they want to get into the line without lining up faster. So if you able to basically sell to those people who are really nerdy about coffee and they're buying within those category, you just need to give them a reason to switch, right? So that's pretty much a much easier conversion than try to convince someone cold to basically get by mushroom coffee and just like any other product as a self, right? So you kind of want to think of it's like carving out the higher desk position subset from the broader market. They're still broad, but like the whole market, a lot of people think the market is equally available to you, but it's not always equally available to you. And within there's a pocket of people who are already kind of product aware, right? And they just haven't found you yet, right? So that is kind of a really, really low-hanging fruit that you can start going after them before they're pushing into the broader angles, right? So yeah, I think there's one thing I want to bring up. Creators Strategy is a project in my perspective of copyrighting as a skill set because we're talking about solution aware and product aware. If you're not familiar with, you know, the concepts of awareness levels, you're not really trained as a copyrighted. And most copyrighters are already familiar with this. So I think a lot of copyrighters specifically are going to like to hear this is that they're like, oh, you know, it's a credit strategy, a whole new thing, you have to kind of give up copyrighting. I would say it's actually opposite, like a lot of these top businesses spending hundreds of millions of dollars in an ad spend. What they've basically created for themselves is a group of copyrighters that are specifically using that skill set applied to the project or the type of copyrighting which is credit strategy. So if you're a business owner and you're hiring credit strategists, you really want to make sure that they have experience as copyrighters or they fully understand the process of writing copy because what you're saying right here is all about awareness levels. And you can only really understand what is the difference between solution aware, what is the difference between product aware. If you say that to a copyright, a copyright is like, okay, I know what we're doing here. We're talking about people that are at a certain level. So just quickly on awareness levels, there's an interesting way I like to explain it. It's like, are you making somebody aware of a solution? Are you making somebody aware of a product? Right? It's like, we're using the term awareness levels, but let's make it super simple. Are you making somebody aware of a solution that they didn't know previously existed? Or are you making somebody aware of a product? And so what you're saying here is there are people that know the solution, their solution aware, they're aware of the solution is like, let's say, for example, I want to have, I want to take a coffee that's a mushroom coffee or I want to take a type of coffee that like amplifies, gets, helps me get rid of brain fog, helps me sleep better, fixes my gut, whatever. And what we're really doing is saying, hey, you know about this and this and this, but you know there's a faster way. Right? But let's make you aware that there's this other product out there, right? Exactly. And that is, you're just like one fence away. Yeah. That's all it takes. And like for cold, there's like five, oh, I have three fence, you have really, you know, jump over. So like, definitely is a lot harder like you said. So yeah, I mean, a good example, let's talk about brain fog because you mentioned brain fog, right? A good example, this is like condition based targeting. Say you work in a health product and someone, let's just say they have brain fog and historically they've been already buying that category of coffee. What you could do is like not only you're amplifying, okay, well, these guys are behind these categories. So they already are so on the concept of mushroom coffee. You can even amplify saying, you know, like basically when you mentioned about the brain fog, right? So if someone is already buying lots of these same category products, so they're already so on concept, what you could do to really amplify that is basically do condition based targeting, right? So you can start creating creative, you can have, hey, this is like a much faster way than what you're taking right now, or you can even do something like, let's say someone with brain fog, fatigue, anxiety, you can basically stack more symptoms than what they're feeling. Because like brain fog, it just one symptom, right? But you can talk about variation, different of brain fog, right? So you can stack a bunch of symptoms. So the more symptom you stack, the higher their likelihood to actually buy. And obviously you can even go even deeper in the body copy would hire specificity, right? Because they're longer than been struggling. They probably the more motivated they are to try something new. Basically, what you could do, what I'm saying here is you get, you can start targeting the people that are rebinding that category of product. But what you do in the book of the copy is basically you want to basically stack more symptoms, right? Because let's talk about back pain too like when you have back pain You can sit down and that pain is like maybe spiking up from your Feel cold out the bottom of your leg All the way up to your spine. Yeah, yeah, mind's here. Yeah, you're Or you could just be like it's start from your neck and then it should down back to down to your leg, right? Because everyone has like different type of back pain So what you want to do and I think that a lot of big companies. I've worked with a lot of them and they probably have a questioner When you do these questioner with these past like buyers like you need you want to ask these question right you want to give them a form and try to ask Like if you were to explain your symptom Can you give them like maybe five option or six seven option based on your market research and then get them to select and you Kind of see how much for centred people are actually feeling this this type of back pain So then you'll be able to for sure know that for some of the creative that you're gonna be launching you can easily just stack those symptoms And obviously your your creative is gonna convert like crazy, right? I see so basically what we're doing at the beginning here when we're going for low hanging fruits As we're targeting people that have already become aware of different products in the market Yeah, the lowest hanging fruit for those people. It's still broad. It's still broad I think a lot of people think that like product aware is the bottom of the funnel Yeah, but in these large markets it there are people that are already like the psychographic profile Yeah, they are top of funnel. They just haven't seen you yet, right? So you're talking to them and then one of the ways that you can really get their attention in like the hook for example is what you're saying is you stack Different symptoms so you could stack for example if you're struggling with brain fog and anxiety You know and what else what else do we have? You actually saw really good example that you put in the notes make sure to get the notes on the resources if you want to get clarity on us Yeah, like brain fog fatigue anxiety and history of being the misdiagnosed Yeah, you've stacked a couple of things Whereas a lot of carparetus will be like they'll just double down on brain fog and they'll spend five sentences like Hey, you're struggling with brain fog and every single time that you you know you wake up in the morning You're struggling to focus and you don't really like it's all just about brain fog brain fog brain fog That could work, but if you have multiple ones then you capture people that are like they're like in in a higher state of ready to buy then Somebody that's like not entirely sure if they're the right fit. Is that sort of like they're exactly Okay, that's how that's how you be able to effectively like get the entire time. Yeah, because like I think this is kind of like a side topic with this But like what you're gonna face at least for brands are spending around a million to five million per month Is that they will be on team calls and say guys with max out condition call Hmm We need to call symptoms and they always say that because they think that they have max out their time Mm-hmm, and they think that they just need to go after new markets So what happens is you spend too much money on new markets when you can just Get more of the same time you're doing right now. Yeah, just by calling having different creative that call different level different type of symptoms Yeah, so it's not I think because I've actually seen this in a few accounts too where what they'll do is they'll say like okay We're gonna have one guy focus on brain fog. Yeah, we're gonna have one guy focus on anxiety We're gonna have one person on misdiagnosis, but you could just have a creative that starts with Symptoms stacking all of them. Yeah, and it's gonna have you gonna be able to capture more people like that right exactly So you see how like the part one part two really goes well together Because part one like we mentioned in the pyramid you need to figure out what which Avatar is getting the most spend and you you actually need to go deep into it like look at the top spending 30 creative And you find out there's one or two that just spends like crazy, right? Then you take those one and two and you tell your team to just focus on those one and two and Within those one and two max out a tab by just figuring out there's different kind of You know symptoms you can call out, right? You can have one creative that's calling out Backpainted strip string now from your neck to your leg, right? And you have another creative that's talking about string from your hamstring back to your spine Right so like there's a lot of way you can talk about there's lots of different ways to do the call out Yeah, so then you max our entire time you can easily make sense So where are we gonna get examples of these? So we're gonna add this within the resources So there are gonna be a bunch of creative at least for some of my Swi file that I spent a lot of years to build and I will give breakdowns and they will be within the resources I'll give them the full transcript and also the reference of the link and From there on you can also have like a full swi file a lot of other links They can you know take a look yourself when you have time so everything will be there So you can kind of see what I actually mean there when you actually look at those creative put them in your swi file Put them in your vault save them for later because they're gonna be super valuable Cool, I'm gonna ask you a question on this quick. Yeah now, so let's let's use an example from some of the resources. I'm looking at right here Here's a direct example of a call out where if you've been looking for a natural way to support your immune system and reduce Information here's why black seat oil works better than what you're currently taking can you break that down for me? Why is that a good direct wall out for top of funnel exactly so Natural way right if you're looking for a natural way so in every market right like everyone knows Everyone wants a natural way to do things right? You go in supplements for bodybuilding you go in supplements for losing fat you go in supplements for sciatica for neuopathy brain fog everyone wants a natural way right even like what let's talk about ADHD kids right like They put kids on athero right to basically calm down Everyone wants a natural way so the natural way is the main promise right so we're calling out what they actually want is in a natural way So they're looking for a natural way so they're to say product away as like I'm a way that I want something natural Yeah, exactly so we start with those people are ready looking for something natural and then we go Into what we got here as immune system and reduce inflammation those are symptom cold up. Yeah, exactly Okay, so and two it's not just one. I just want so you kept your Both of them, yeah, and then you say here's why black sea oil works better than what you're currently taking and This is really smart because obviously everyone can understand this like why black sea oil probably works better than what you're taking It's like they could be taking anything you could be taking medication. They could be taking other supplements They'd be probably wondering like how is this part better than what I'm taking ready, right? So now you can capture a lot of people that are using different type of existing solution in market back to this product This product this product is better than and faster than other stuff exactly faster easier Let without side effect, right? Those kind of safer safe because natural. Yeah, there's something that Kalmer ligand talks about He has a formula called Nesby new easy safe and big and if you basically build it into that right like this product gets you There's lots of different ways you can do claims and we're gonna have a few claim Examples and the resources, but it's like it's new. It's easy. It's safe. It's big If you have these kinds of pieces and you inject that into the copy Then it's gonna feel like it's all over this is definitely what I've been looking for. I can't believe I haven't found this yet I think a lot of the market when they look at ads like this when they read this kind of thing It's so direct and yet it doesn't feel like an ad at the same time because it's like oh like maybe this is a new announcement that I It's like a real yeah, like yeah, I didn't know about this. Yeah. Yeah. Yeah. Yeah, interesting It's not a video from a Paul Saladino something. Yeah, so like pretty you know, valuable I mean yeah, like these days definitely like if you're able to create creative that's really tailored to the feed and it feels like native So you're always gonna be winning for sure. Yeah, that's pretty much I mean there isn't much more to that. I mean if you guys have been writing for copy for a while then probably get this Okay, so let me just quickly recap for everybody so the more symptoms you stack the higher their likelihood to buy because they're dealing with All the problems at the same time and the longer that they've been struggling with something the more likely They are motivated to try something new which is why it's like new easy safe big as Kale talks about it's like I've been trying this thing. I've been prescribed this medication or I've been trying this I've been trying this it's like now working. I'm still struggling We talk about the different ways that the back for example if it's back pain You know pain from the top down pain from the bottom up pain when you're sleeping pain when this blah blah blah blah It's like I'm tired. I want a solution. Exactly. So that's perfect. That's this every that's the secret summary 997 I'm just spit-balling like he just tells me it's like just like like organize it a little bit But it's really good. It's really valuable. Yeah. Thank you. So Step two now that's when we go after a top of fun home So you have a couple creative that's going after the lower hang for then good Now let's talk about the breakthrough one because that's how you really really scale account is to be able to create those breakthrough So let's talk about the top of fun with ads because that's what a lot of Clans want and that's the main objective for crash charges So when it comes to top of funnel I would definitely say that for every ever client I've worked with their excitement right because At least for majority of those brands they have hit really really crazy number at a So appear of the time lots of time when it's a good product they can get to that level I'm talking like millions of spend per month within like a spend of one or two years Mm-hmm, and I've learned that obviously with these guys who are constantly excited It's like everything just like on steroids in terms of dopamine So they always want to get you to test a bunch of stuff Yeah, let's go. Let's get like let's get like I mean I had one guy come in and he hired like five copy writers from the dojo All in one go. Yeah, like all in one go and I was like whoa, okay It's like five creative strategists all at once and the priority was is let's come up with some random fresh stuff, super winner, like super top of funnel, broad stuff. Let's just come up with like a crap ton of concepts. And I was like, okay, well let's look at some of the data and let's make sure that we're making some strategic decisions here when we do these concepts. You don't want to do too many wild cards all at once and only have all these wild cards and five different greatest strategists. Let's split it a little bit so it's a bit more proven. - Yeah, exactly. Five, I wish I could have one go. - Yeah. Well that's why they're hungry, they wanna hire you. They're ready to go. - Yeah, I mean, I think that's great. The entire industry so lucrative right now for like Chris Shodges but like, it is sometime is like a little bit too fast, too quick. And that comes up a lot when it comes to you as a creator of Shodges because these are young guys, you know? So they pull everything from Twitter, right? Like they see, oh this is like a new AI format, like a clay animation. Okay, cool, but do we have any backing set up? Do we have any idea of other brands of reach, maybe tests everybody and how does the ad in terms of the customer that they bring in? What does that look like in the back end, right? Because a lot of people, they just basically scale creative because it looks cool and they basically use spare subjective hypothesis, right? - Tell me about that a bit. - Yeah, so subjective hypothesis is basically pretty much you look at a creative and you think it's cool. Less tests. Everyone's doing this, let's do this, right? And the problem with that is, you know, you could definitely do that, but you as a creator of Shodges, you wanna keep that client for a long time and you wanna keep a business very healthy for a long time because if the business go out of business, you go out of business too. I think we talked about this in a car was in Cape Town, right? 'Cause you were saying how a creative might bring really good CPA right now from the front end, that's not mean like they were bringing the best customer in terms of lifetime value in the back end, right? What does the entire journey looks like? - Yeah. And-- - You're not bringing a guy up front, you will stay for a month, but if you're relying on that LTV, maybe they just churn off to a month or two. So you don't have like a full perspective on like, how valuable is that creative really for the actual quality of the customer that you actually wanna bring into the business? - Exactly. - Yeah. I think that it's funny because if we look at B2B, we care a lot about the kind of, you know, clients that we work with, right? Because we try to figure out which client has the longest LTV, right? That will save us for 12 months and willing to pay us a good amount. Why don't we start thinking like this and, you know, consumer market? Because we think that is a $29 product. Because if we start thinking like that, we need to start looking at metrics of the past creative that we can look at the back end. Okay, well, actually UGC has been giving us the highest LTV's customer. Why don't we just keep doing that? Why don't we try to go on these AI slop stuff because it gives us really good CPA from the start? - Hmm. - So what I'm saying is, I think you can also go ahead and try those. I'm not saying you shouldn't do that. But as a creative strategist, if you want to keep a business really healthy, your job is also healthy as well, right? Because if the business is still alive, you are still alive. You want to figure out basically, how can I split my creative in a way that's going after what's already proven to work for back end and also for fun, right? And 80% should be allocate to or set. And 20% should be reserved for wild cards. And last time we talked about this, right? For definition of what's already proven to work, it's basically either ones that have been working for them historically. And if they don't have enough data, then it will be what work for a lot of other guys, you know? I think that you never go wrong with UGC videos because they're here to stay. And I think that, you know, we're gonna go in a couple example of really, really cool creative that a lot of other brands have innovated and I've used them myself and I've made my client a lot of money from those structures. And basically, you know, you want to go for a 80% to 20% split, right? So from the part one, what we talked about, okay, we're looking at creative with the high spin and with the best metrics, right? If you're able to get some data on some of the back end stuff, right? Ask your client, if you were a list out the best creative that brought in the best LTV in terms of customer, more of those, maybe they can send you a couple links so you can kind of take a look at those because then you can reference back into, these are kind of creative that I want to start creating, right? So there's like an 80 to 20% split. - So a lot of this is really just about looking at the stuff that's winning and then being able to extract from that the structures, right? Because I think the theme of what our conversation is about today is how do we actually produce the copy, right? How do we produce the concept that wins? And so with this context, you have all these principles in place where you can look at this data and you can look at this and you know what the split is. But then it really just comes down to taking that copy from like a winning ad and you take that structure and you extract from that structure, like what are the elements of that structure? Like it's this and it does this and it does this and it does this and it does this. And it's like the better you are executing that structure and the better you get it doing that, the more capable you are at being able to write new concepts again and again and again. - Exactly. - So you're real skill like from my experience 'cause this is where I spend most of my time coaching as well, right? It's like the number one skill here. Once you understand the higher level stuff, you understand the principles, you understand how to actually look at the data and decide what concept, like the first thing we talked about is like how do you actually go about finding the idea that matters, right? So we talk about like the big idea or the idea and in this case like the symptom call out like what are we doing in the hook, right? Like how are we actually starting the ad? Once you've got that figured out, then you wanna go into breaking down each one of them, like structurally, right? I know you've got a couple of examples here. - Yeah. - So then I guess the follow up question is, so what are some proven structures and how does that look and like what can we extract from that? - Yep, let's talk about that. I think that the best way is to show you actual examples like read the copy out loud. - Okay, cool. So this training specifically is gonna be about how to actually generate concepts that are winners that scale the account actually like how you go about writing them, right? So we talked about this a little bit in terms of like how you decide which concepts you should be focusing on, ideation, imitation, iteration, we talked about that in part one. Now we're gonna be talking about the different structures, specific examples and how to actually like extract the elements of a structure like why it's working and what about it makes it work so that you can, yeah, you can write them. - Cool. I think the easiest way is to show them some examples. - Okay. - So we have three of them and there's more in the resources doc. But just so before we get into it, I want you guys to understand there are two types of winning structures, right? And you will see them lots of time in Twitter or X, Spy tool for ads and you'll see a lot of these AI Slub. I mean, these days you have music video, brain, rots, clay animation, those are doing pretty well and there are a lot of brands. So you have to understand there are two types of structure. One is trendy structure and the other one is universal structures, right? For my experience trendy structure, they usually die out quick. At least if they run for at least six months, that's pretty good. But they will die out quick and then do it. Someone will find in different trendy structures. So it's not a really good way for you to build a really good brand. And I'm sure a lot of you guys want to work with solid brands. - Right. I mean, it's the same with copper writing. I mean, there's the proven stuff, like problem agitate solutions, like a fundamental copper writing formula. There's certain formulas that just have always worked. And if you master those fundamental structures, then it's quite easy to take a trending structure and kind of like mix and match like build it up. You know, make it work, but you don't need to worry about the trending structures if you can write the fundamentals. So we're gonna focus on more of the fundamentals in this complex. - Exactly. - Right? But like you can go and swipe of the trending structure and go and build it out. It's just, you know, don't expect it to last forever. I mean, there are structures, I remember reviewing about a year ago that don't exist anymore. Like I don't see them as ads. - It's like gone. It was just a thing that people liked at that time. - Yeah, exactly. - Oh, I've seen some crazy ones. Those are like, yeah, I'm not gonna talk about that. - So what? You guys can search them on tools. - Yeah, but let's go into it. - Okay, so let's have a look at example one here. So three signs, dot, dot, dot. Three signs you have an inflamed prostate. Three signs you have stuck poop. Three signs of toxic overload in your body. Fundamental structure. I mean, I've seen this with copper writing. It's like a common email format as well, but it works very, very well on, you know, cold traffic on a broad market. We're gonna put it over here on the screen and let's give the editing team some work to do. I'm gonna read it over here. Here's three signs you have an inflamed prostate. Constant bathroom trips that stretch into the night. Your body downstairs struggles to go up. Your stream resembles a leaky faucet. Look, there's a lot of guys that shy away from this topic, but there's no need to. You don't gotta be ashamed. Now, just a little tip if you're writing, you know, you're writing these. Try practice method acting where you're gonna basically be passing this to an editor and they're gonna be producing the actual video, right? So for me, I actually act like the person. Like when you hear me read this, here's three signs you have an inflamed prostate. Like, I kinda hear the ad. I don't know what the actual ad looks like. I haven't seen the ad yet, but it sounds exactly. It sounds like that. Yeah. Oh, okay. Yeah, well, there you go, right? So it's like, you gotta get good at the method acting because if you can't hear it executed, it's not gonna flow as nicely. And I think that's like a big thing as well. Like, you could write this. I think one of the things for sure that like, if you're not good at directing the editor and this is something we're gonna talk about in the next part is you could write a really, really good script. and the execution is done badly. And then you don't go and write that script again. Because now it's been written, it's like, I don't want to rewrite that script. Now you lose out on that potential piece of copy because it wasn't executed smoothly. But just a couple of words, you know, a couple of words, you clean up the few words here and there. So for example, here's three signs you have an inflamed prostate. It's technically not grammatically correct. It's here are three signs you have an inflamed prostate. But for the flow sake to get that hook tighter, here's three signs you have an inflamed prostate. It's faster. It's like one, it's like 0.5 seconds faster. And you're going to notice this, like some of the grammar people are going to get upset because a lot of this stuff doesn't actually, it's not actually grammatically correct. And they're like, oh, you know, it's wrong. It doesn't matter. Like I've seen so many hooks that like irritated me because there's no logical flow when I'm just reading it. But when you put it with visuals, it works really, really well. And people don't really notice it. And it's like by the time, you know, like basically the his is not really, it doesn't matter. What you're really saying is three signs you have an inflamed prostate. But here's three signs you have an inflamed prostate just kind of like puts it on them. It's like here's three signs you have an inflamed prostate. So these little things just pay attention to them. Now personally, method acting again. Now personally, I face these issues for years. Now this is what like a UGC, like sort of person speaking into the camera or something. Okay. Now personally, I face these issues for years and they drain the life out of me. Every single place I went had to be on the lookout to make sure there were bathrooms. And almost everybody kept asking, why don't you go see a urologist? Okay, so there's that example of people trying different treatments, right? Like things that are not potentially working or like things that they're thinking about. Yeah. Okay. That's because I did. The guy didn't seem to give a damn. Okay, so we talked about this in the first one. We talked about vindication as the core emotion, right? This is like, oh, you didn't give a damn about me. Okay, smart. All he wanted to do was just throw pulls down my face. I don't know about you, but I felt way too young to have a full pharmacy in my cupboard. Love it, very good. So that's why I started searching online for a natural science-pack solution. And this stuff is funny. You know, it's crazy that this is the kind of thing that scales on cold, but it is what it is. And about a week later, I found my answer that popped up on my Facebook feed. So it popped up. It's like, it wasn't an ad. It's just a native. There's some random thing that, you know, it's this. It contains six adeptogenic mushrooms that have been used for centuries in Chinese medicine. Mushrooms like racie, cordi-seps, and turkey tail that actually help reduce oxidative stress, fight inflammation, and support in a large prostate. I love how they only use three examples there, because I think a lot of carporate is might feel the desire to like use all six. Yeah. But like, we're trying to keep it tight, and the rule of three is definitely being used to. Clean. It's cleaner, it's faster. And also, it actually kind of creates some curiosity, because it's like, well, I only have three of them, what are the other three? So it actually kind of like pulls people a little bit more, right? Yeah, I agree with you. Yeah, yeah, yeah. So it's like, and honestly, I feel my man who has been completely restored. I'm making few trips to the bathroom, which means I get more sleep. By the way, that's called an advantage, like advantageous benefit. So a lot of carporate is they just focus on the functional benefits, the emotional benefits, the dimension-wise benefits. But when it comes to benefit behind the benefit, like side benefit, now we're also now selling them on the ideas, like, oh, I get sleep, better sleep too. It's not even about prostase. It's another benefit. So now, they're already thinking, oh, yeah, yeah. I'm tired of waking up to 3am to go to the bathroom. Yeah, I need this. My stream feels like it regained 90% of its power. The only change. (laughs) The only change in my routine has been having one cup of this mushroom coffee with my breakfast every morning. It's super delicious. There's another sort of like advantageous benefit. Not enough carporate is like adding side benefits that don't really directly complement what the thing is. These side things just make it nice because it's like, oh, I don't taste mushrooms in the morning, I'm wondering coffee, right? So it tastes super delicious and the health benefits make every sip well worth it. So if you're concerned about prostate health, try dressing it naturally with a cup of this mushroom coffee. I mean, there's over 100,000 five-star reviews. I mean, and you can try your first bag completely risk-free. It's good. I like it. It's very, very strong. So what all did this one do? 48 million views. So basically, yeah, that's cool. I don't know, like multiple-sem figure spend behind it. And just so you guys know, with Ryze, they focus on their LTVs high, very high. So the way they scale is they're gonna heavily just focus on getting as many people in the door. What are they scaling at a negative spend or even at a low row S or negative row S? So this is the subscription based method. So these works super well. - Okay, cool. Love it. Let's have a look at this next one. Cause and effect angle. Example two. Here's what would, I've seen these so many times, man. Here's what would happen if you took product name for four weeks. If you only had four weeks to lower your blood pressure, here's what would happen if you took product name. This is what product name does to your guy. If you take one cup daily for four weeks. Yeah, so here's what happens to you, basically, right? So I was like, oh, when was gonna happen to me? Like future pacing, the experience of buying the product. This is actually something back in 2020 that we started to talk about. It was really interesting because ads back then, there were a lot of direct promises in the ads that tended to not do so well because of compliance, like on Facebook. So what people started to do, and they started to shift from result-based claims to process, focused, like the experience of the process. Because that way you kinda softened the claims so much. You're not saying like, try this for four weeks and heal your gut. You don't say that up front, and I was hooked. It's like not only from a compliance standpoint, like, I mean, that's probably a different topic. We can maybe add some resources, or if you're on the email list, maybe we'll talk about that at some point. But what would happen if you took this for four weeks? If they're product aware, or they're searching for a product, now they're kinda curious what's actually gonna happen if I buy this thing. That way you don't even make a claim. And when you make the claim, sometimes the prospects are gonna be skeptical. So this way you kind of avoid all the claims completely, right? - It's really good. - Yeah, so it's very, very smart. So let me read this one here. Thanks for putting these together. These are really, really good. Okay, so this is what happens when a person with high blood pressure takes healthy heart support for four weeks. If your next doctor's appointment is full. All right, okay. If your next doctor's appointment is in four weeks and your numbers need to improve, this is what happens when you start healthy heart support today. That's good. That's a very strong hook. - I wrote that. - I liked, oh yeah. - Yeah, yeah, that makes sense. If you had just four weeks to lower your blood pressure, it's normal levels. This is what happens when you take healthy heart support. Did you write that one? - This is why you have. - The entire thing is what. - This is why you have an AP bro. (laughing) This is how you afford that AP bro. - Why are 2,500 customers flooding out inbox? Why, cause you spend money to get the customer. - Why? - Why are 2,500 customers flooding out inbox with their healthy heart support results? Here's the shocking four week transformation they're experiencing. I love that you put it at the end there because a lot of carper riders would go straight into product selling. This hook feels very, very tempting to go and say, you know, here's what all these people say. It does this for you and it does this for you and it does this for you and it makes your life better and that's why all these people want it. And by the way, we're putting it on the special very, very like bottom of funnel sort of ad, right? But this is not a bottom of funnel ad. This is here's the shocking four week transformation. - Exactly. - It's smart. - Cause what you talked about, like usually like the four week angles, like people tell them middle funnel stuff and it works well, but like you can always take a format and turn it into a broader format. - Yeah, that's how you did this. You take those little pieces and you take those winning structures from from broad and then you mix it in with something else proven it's working. I love it so much. Okay, yeah. - We don't have to read the entire thing because it's longer, but we'll add the stuff in the resources, but you guys can definitely read them. But that's the idea, right? - So you're gonna be able to take these examples and we're gonna have a lot of them in the resources. You're gonna be able to use these as like your entry when you're working with a client to take some winning universal structures. Then you could also go to the client once, like what trending stuff like, "Hey, we really wanna do more of these like AI things." Then you can just use like what spy tool and all these kind of things to go find some crap and you can just go pull the structures. But we're gonna show you, we're gonna break down the resources and the resources exactly what the stuff looks like a few examples. And yeah, let's just do one more while we're here live. And then-- - This is a short one, so we should definitely do quick one. - Okay, cool, so I'm gonna read the full one for this as well. - Yeah. - Okay, so example three is the transformation story angle. This is basically like the previous one, but instead of future pacing it from the customer's perspective, you're going backwards and talking about how somebody that's already purchased to experience the results. - Exactly. - So it's the same principle, right? And so this is what you wanna start thinking. It's like, I'm already looking at this and I'm saying, okay, so we've got this one where you're going into the future, here's what happens. There's a story of here's what happened in the past. I think I could, if I sat with this 15 minutes, I think it could come up with another version of this where it's like, like dimensionalization of it. Where maybe it's like a narration version. It's like this man, you know, this man who was this way, and was struggling with this, this, and this tried this thing and here's what happened to him after four weeks. Like a report. - Yeah, exactly. - And he's like a realistic style. I don't know, I mean, that works. - That works, it works. - It works. - I think this is unscripted, by the way. - One of those creative like that. So you're basically sharing someone else's story. If you kind of, third person, you're like, - Yeah, it's like a narration. It's like one of those videos on YouTube where it's like, he is what happened to this man and like an infographic sort of. - Yeah. So that works. - That works. I think that one of those spend like, 300K. - Oh, there you go. So it's like the principle, right? When you understand the fundamentals of copywriting, this is not, credit strategy is not a new skill set. Credit strategy is copywriting applied to video. That's how I see it, personally. It's copywriting applied to video, applied to advertising, applied to reaching a broad market. This skill is, I mean, this is the holy grail of, of copyright, and like five years ago, if you could write call traffic conversion copy, that's where you get paid the most. I mean, a very successful copyrighter that's done a lot of incredible stuff in health, Stefan George, I, people pay him $50,000 to write certain pieces of copy, just like upfront, plus he would get royalties on the back end. It's because you could write call traffic copy. So this is really, I mean, credit strategy, it's been called credit strategy, but the way I see it is like, this is call traffic. This is just how do you crack call traffic copy? - Yeah. - Right? So this transformation angle, how it went from this to this in two weeks. My fasting sugar levels went from 156 to 177. I gave my 79 year old mushrooms. This is fun. I think this stuff is so simple. I mean, I wanna respect the profession, but if you've been a copyrighter for three to five years, this stuff's pretty stupid. It's pretty easy to write. You know, like, there's a lot of upside, and you're adding a lot of value to businesses, but this is some of the least difficult copy to write in terms of actually writing. Because you're really just pulling stuff that's worked and applying the formula. The hard part is what we talked about in part one, which is being able to isolate what you actually should be focusing on. 'Cause this stuff is where I think a lot of copyright is and credit strategy is this is the stuff that maybe they excel on, like if I was in the account, and I said, hey, we wanna write, or you were in the account, we say, hey, we wanna produce these 10 concepts. Here, the formula is that you're building them off of. Here's kind of the promise. Here's the call out, or here's how you do the hook. I think a lot of you would be able to really easily write it, but what happens when you're alone, and you have to figure that part out, that's why you're creating a strategy, you're not a creative assistant. That's why you're doing something that's valuable for the business. - Exactly. I wanna add to that point, because for me, I came from the info space, right? I was writing a lot of cool stuff, and they were more copy-heavy, right? 'Cause like, you have to be really good at copyright. I mean, both of us, we wrote emails. Like, for us, it's always about been fresh ideas, right? - Yeah. - The thing that I have to unlearn, my fresh idea does not matter, and it could be a fresh idea that everyone thinks a fresh idea is good, but is it the one that Marker responds to? No, and I had to really dumb down in terms of like how I create creative, where I'm like, sometimes it just like, dude, just have to copy the structure. - You just gotta drop the ego thing. - Just drop the ego thing. - There's a lot of copyrights, they're like, this is stupid, this is easy. I'm, I've passed this phase of my career. The nice thing is that you're not focusing on the copy, the value that you're coming to the business with is that you're actually reading the data, and you're actually making creative decisions, about like, way you should actually allocate, like, your budget. - Yeah, that's kind of stuff. Like, you're adding real value to a business. This is like an opportunity for you to go beyond just being a copywriter, if you're a copywriter, and if you're a creative strategist, and you came from a different background, and not copywriting, you better start learning how to write, because writing is very, very important here. Even though it's not what makes you, makes you the best creative strategist, there's a lot of like, average writing skills, but if you can write as well, then you can execute it smoothly, then it's gonna perform really, really well. Like, all the best copywriters that I've coached, all the ones making 20, 25K, 30K a month now today, they all do in creative strategy. Like, one of the, one of the creative strategists slash copywriters I work with, he had over a $50,000 month last month. Over $50,000 from creative strategy. Why is he able to do that? It's because he has a background in copywriting. He understands awareness levels. He understands what a hook is. He understands how to break down the elements of a hook. A lot of people that look at, let's say, for example, like a double hook, which is something that you see a lot of. Like, if you don't have a copywriting background, you don't know that that's a double hook. All you see there is what's right in front of you on the page. You just see words, and then you'll see words again, and it's like, well, why are they using these words and then repeating themselves? As a copywriter, you look at that obvious, it's like obvious to you, hook, new hook, sometimes even another hook. - 24 hooks. - Four hooks. - It's crazy. - Five hooks, and then it's like, quick lead, or build up on whatever the hook was, and then transition to close. You can see that. All right, so let me just read this and stop rambling. How I went from this to this, in less than two weeks, it's not some kind of gut supplemental exercise routine. It's actually coffee. Okay. So it's like basically the two things that they're trying right now to get results with fitness, is trying to lose weight. This is the avatar. - Exactly. - So the creative was eight middle age women had a bloated gut, and then the next clip was her slim now. - It's so funny that it's anything but the gym. (laughs) - It's actually coffee. - It's actually coffee. I had this joke with some of the copywriters that I'm coaching, and it's like, yeah, it has nothing to do with how much you eat, or how much you're working out. It has nothing to do with you, and it has everything to do with the coffee you're drinking. It's like now, coffee is the reason you're fads, nothing to do with the pizza. Like you're literally sitting in the couch, rolling, and you're eating pizza while you watch this ad, and you're like, honey, you know what? I think I figured it out. - This coffee. - I think it's coffee, and while you're eating a piece of pizza, I think it's coffee. All right, so it's not some kind of gut supplement, or exercise routine is actually coffee. - Rises mushroom coffee to be exact. - To be exact, that's great. I always feel so bloated and self-conscious and tight-fitting clothes. I would shy away from pictures and even wear loose-fitting clothing just to hide it. With rises, I don't have to anymore. My stomach has never felt so calm so consistently. The blend of six adeptogenic mushrooms inside this magical formula, love the word magical. It's just such a cover all word. Inside this magical formula helps prevent bloating and protects your gut health from the inside out. All you need is one scoop every morning, and you'll see the results within weeks. How crazy is that? I love leading questions. Like, how crazy is that? Can you see how powerful this is? Do you see how this works? - Can you believe that? How many of you would like that? These sort of like, how many, like all these sort of how questions, there's no yes or no. That's another important thing with coffee. Like if you wrote this and you said, wanna try some, it's not gonna work as well, because it's like, now I can say no. But how crazy is that? You can't really reject the question. So, how upon rises mushroom coffee today and get rid of bloating for good? - Yeah, that's very short one. - Hop on. - Just hop on. - It's not clear to buy it. Hop on. - Just hop on. - Just jump on it, you know, like hop on. - And then your god's gonna look like this. - Hop on. It's very, very low pressure. Love it. Okay, so those are the three examples that you share with me, and I hope you guys found those examples useful. And yeah, thank you very much. That concludes the training on $100 million credit strategy, specifically on structures. Where can everybody get more structures and more examples of what's working in all the different niches? - Yeah, so if you guys go down to the description and click the link, so there will be a more detailed resource talk kind of taking everything that we have set so far, where it comes to the, how to read data, what action matters in an ad account, and how do you take those, my way of pattern recognition, mental models, into making decision, and all the other concept that we've talked about. In fact, I don't even know the exact number of our ad dozens of different examples as we can. And when I say dozens, I mean, it's different type of stuff with many different niches. Major of the niches that you guys will be working in, highest paying niches, even the most profitable niches. Even for major of the maybe e-commerce owners, you guys are working within these niches. You probably see a lot of different examples, and it'll be super, super valuable for you guys. So once again, I mean, I don't know what you're doing if you haven't get the research start yet because we basically share everything there for free. So yeah, it's free. - Yeah, the reason we're doing it for free, just for everybody's, you know, 'cause there might be curious, we will have an offer that we'll be talking about in the next part very briefly at the end. But the other reason for this is that when you go to the resources and you grab it and you opt in to get the resources, you're gonna share a little bit about where you are and your journey and what your level and basically like for me and Johnny, we wanna really spend a lot more time in this space talking with a lot of creative strategists and business owners, so we wanna actually interview a lot of people like on this channel. I wanna talk with more creative strategists, some creative strategists might want coaching from us. So, you know, obviously like you're gonna get a lot of the stuff for free, but then we get to see a little bit about what you're up to, what challenges you're working through, so we can create some material, paid material that can help you guys scale. So that's why it's free. But it is entirely free, and you get access to all of it without having to pay a single dollar for it. So I hope it's useful. It's definitely helped me. It's definitely helped a lot of the students that I've been coaching over 100 creative strategists at this point, so thank you so much for coming online. What are we gonna be talking about next week? - So next week we're basically gonna be talking more about systems, create work flow and details. Also, how do you equip yourself in a way that fits super well within DC Commerce businesses? And obviously we're also gonna go into a little more stuff for e-commerce owner. How do they engineer a department where they can increase their performance in terms of volume, but quality, and most importantly, the hit rate, right? Upgradives, right? Because once you're getting, right? You need to be efficient with your creative team. How can you get them in a zone where they're constantly creating great creative, not zoning out and doing other stuff, right? Because happens a lot, and so, Some of them are very innocent in mistakes because there's a lot of different creative workflow. And in terms of systems, and I've worked in probably dozens of different creative workflow, and I've seen there's probably just one that works perfectly across many different levels of e-commerce businesses, and you guys to definitely take them, and implement on your brand. So that's pretty much it is more going to be more on high-level system operation. - How did increased the output without compromising on the hit rate? - Exactly. - And also incentive will be looking at in terms of performance incentive for these creative. These are really high-paying roles, and also how can the e-commerce owner, you know, structure their department in a way that also incentivize themselves as a business owner, but also for their career strategies? - Hmm, cool. Let's do it. Let's do it. That's all we got for this time. See you in the next one. - Bye.