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Creative Strategy Copywriting Crash Course For Beginners — Transcript

by Tyson 4D · 8,671 words · 1,221 segments · language en · Watch on YouTube

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0:00This is a brand new free creative
0:01strategy crash course where I'm going to
0:03be teaching you every single thing A to
0:04Z that you need to understand about
0:06creative strategy. How to build your
0:08portfolio, how to create your very first
0:09creative strategy briefs, and everything
0:11in between so that you can actually get
0:13hired as a high paid creative
0:15strategist. So, there's not really too
0:17much information on how to actually do
0:19this or people actually showing you how
0:20to do this, what keys to press. They're
0:22usually just talking about overall
0:24strategies and principles. And those are
0:26helpful, don't get me wrong, but
0:28sometimes it can be way more helpful to
0:30actually see somebody do it, to look
0:31over somebody's shoulder as they're
0:33creating a brief, as they're researching
0:35a brand and figuring out what to
0:37actually say. So, that's what we're
0:38going to cover here in this video. So,
0:40let's not waste any more time and get
0:41right into the presentation. This is,
0:43like I said, creative strategy 101, a
0:45beginner's crash course in thinking
0:47strategically and creating boldly and
0:50building brands that last. So, I mean,
0:54nothing really else to say. Let's just
0:56hop right into it. Usually in this
0:58section when I go to proof that works,
1:00right, I show you a bunch of wins, but
1:01I've already shown wins over and over
1:03and over and over again. There's another
1:04reason as to why this matters to you,
1:06and it's something that you can go and
1:07see for yourself. For example, all of
1:09these people right here on screen,
1:11right? over the last little bit are
1:13hiring creative strategists. I mean,
1:15this guy's hiring a creative strategist.
1:17Let's start at the top. For $4,000 per
1:19month plus performance bonuses is fully
1:21remote. Somebody else, they have a 7
1:23figure a year e-commerce brand. They
1:25they're paying $4,000 to $6,000 per
1:27month base plus performances. Somebody
1:29else saying that they're spending 300K
1:31per month on Meta. They want 2500 to
1:343500 plus 2.5% ad spend bonus for a
1:38creative strategist. somebody else, they
1:40want 15 concepts per week, right? Abs
1:43add ad concepts per week. It's a
1:44full-time position. 3 to 6K base salary
1:47plus performance bonuses, etc. Right?
1:50Actually, just the other day, um I was
1:52speaking with one of the copywriters
1:54that I've been working with over the
1:57last few months, months, months, months,
1:58one of my mentees, and he said, "Yo,
2:00Tyson, all good." I asked him if he
2:01crossed 10K per month. And he said,
2:02"Yes, sir." They have crossed that mark.
2:05So, I mean, not only are there tons of
2:08opportunity out there, but I mean, the
2:10opportunity is being had, right? There
2:11are creative strategists who are
2:12crossing crossing 10K per month all of
2:15the time. So, before we get into uh how
2:19to write a creative strategy brief in 10
2:21minutes with AI, bam, and it's done.
2:24First, we have some quick action items.
2:27Number one, if you have any questions
2:28whatsoever, make sure you comment down
2:29below on this video because I reply to
2:30them. Next is if you want these slides
2:33that you're seeing right here, the whole
2:34presentation and plus a ton more
2:35resources cuz we have a lot that we're
2:37going to go over here in this course,
2:38then go to the free copy starter kit
2:40linked down below and you can get it all
2:42for free. It's inside of this free
2:43school community. If you want to work
2:44with me, you can work with me one-on-one
2:46or even like have me on a group call
2:49setting in 40 boot camp or in 40ci.
2:51Those are linked down below as well. And
2:53if you can't finish this video in one
2:54sitting all at one time, then make sure
2:56you leave a like so you can find the
2:58video later and then comment the
2:59timestamp so you know exactly where you
3:01are. You can leave it there as a
3:02bookmark. Okay, so let's be 100% honest.
3:04What exactly is a creative strategy
3:07brief? People ask me this all of the
3:08time and they're like, "What is a
3:10creative strategy brief? Am I not just
3:11writing ads? Don't I just have to write
3:13the script?" And they really get they
3:15even have a hard time like this. And
3:16this is like what you're getting paid to
3:18do, right? Not just write the brief, but
3:20to come up with why the brief is going
3:21to work. We're going to get into that
3:23stuff later, but think of a creative
3:25brief as the screenplay for your ad. A
3:28script only tells you what gets said. A
3:30piece of copy only gives you the words,
3:32but a creative brief tells the entire
3:35production team how the ad should come
3:37to life. It explains who you're talking
3:39to, why you think the concept will work,
3:41what's being said, what's happening
3:43visually, and what appears on the
3:45screen, and how everything should be
3:47edited together. A great brief should be
3:50clear enough that you could hand it to a
3:52creator and an editor who have never
3:54spoken with you and they could still
3:56produce almost exactly what you already
3:58had in your head. The script is just one
4:00part of the ad. The brief is the
4:02blueprint uh to the entire ad. The brief
4:05should make it almost impossible for the
4:07creator/ editor to misunderstand what
4:09you want. So here's the instructions,
4:11right? So, to give you a little bit more
4:13um of an idea of what this is, let's say
4:15that somebody else wrote this video that
4:17you're watching right now. Now, they
4:19didn't. I wrote this video by myself,
4:20but again, hypothetical, they would say,
4:22"All right, Tyson, um here's what this
4:24video is going to look like. You're
4:26going to be here on the on one side, and
4:28the slides and the document is going to
4:30be there on the other side." And then
4:32what you're going to do is you're going
4:33to talk through and read out all the
4:35instructions. Read all these things
4:37while also giving some of your impromptu
4:40expertise. All right? And going off
4:42script a little bit and talking about
4:44how all these things work together. And
4:46then that is see how it's not just a
4:47script. Like you're telling them what
4:49you want, what you're telling the editor
4:50what it should look like. You're telling
4:51the creator what it should look like. So
4:53then everything comes together. You are
4:54the movie director. Before you start, a
4:57creative brief tells the creative editor
4:59what you're making and why you're making
5:01it, exactly how it should be executed.
5:03So, I have uh this this is more like a
5:05fill-in-the-blank template. So, right
5:06now, I'll actually go through the
5:07example cuz I think that will give you a
5:09little bit of a better idea. So, this is
5:11the product right here. Uh this is the
5:14name. This is the persona. The persona
5:16is like a very specific type of person.
5:19And this is to not just men, not just
5:22men under 25, not just um cat owners,
5:26but for example, a cat owner who has
5:28already owned one or more cat fountains
5:31and are frustrated with constantly
5:33buying filters, cleaning slime out of
5:34the pumps, and eventually replacing the
5:36cat fountain altogether.
5:39Concept type, ideation, we'll talk about
5:40that more later. Awareness level,
5:42solution aware, we'll talk about that
5:43more later. The hypothesis on why you
5:45believe it will work. And then also some
5:46hooks. Mhm. in the transition, then to
5:49the body, and then the rest of it,
5:50right? I'm not going to go through it
5:51and make it more complicated than it
5:53needs to be because we're going to talk
5:54a lot more about this later. But that's
5:55what a brief is. You just saw a brief.
5:57And if you want to know more like what
5:59ads even look like, go here and look at
6:01some of these, right? A huge problem
6:03that a lot of beginner copyriters and
6:04creative strategists have is that they
6:06they use what they have in their head.
6:08They only use the references in their
6:10head. And that never works. The reason
6:11why it never works because the only ads
6:12that usually stick in your head are the
6:13ones that you see on TV or YouTube ads.
6:17And almost for some reason almost nobody
6:19really takes into account the Instagram
6:21ads or the short form ads that they end
6:22up seeing. And these are usually the
6:24type of creative briefs and ads that
6:25we're going to be making. So more on
6:28that later, but if you just look up a
6:29random like Tide Pod ad, it's going to
6:31be like, hey, this is an ad for Tide
6:33Pods. Here's what a Tide Pod does. It
6:35has these ingredients. Like that's like
6:37I get it. It's still an ad, but that's
6:39not going to be the closest to what
6:41you're actually going to want. I'm going
6:42to show you a bunch of ads here in this
6:43video, but um that's not necessarily the
6:46route that we're going to be going. Your
6:47ad should not feel like an ad. It should
6:49feel native to the platform that you're
6:50on, and it should feel like organic
6:52content. That's the whole idea usually
6:54like like most of the time, but again,
6:56there there's there's never a never or
6:58always when it comes to marketing or
7:00anything really for that matter. So,
7:02that's the creative part, but now it's
7:04time for the strategy part. What you're
7:06actually getting paid to do. Okay,
7:08that's why. Let's let's go through
7:11this is the three-part creative strategy
7:12framework. Every single ad you're going
7:14to be making is either one of these
7:16three things. It is either an imitation
7:19is either an ideation or an iteration.
7:23Now, I'm going to go through some of
7:26what these actually are, right? Um
7:28again, you can get this framework so
7:30that when you're actually writing the
7:31copy or writing the brief, you can
7:32figure out which one of these you want
7:33to go for and what they look like. But
7:36let's hop right into it. First is
7:38imitation. This is where you're
7:40borrowing what's already working from
7:41somebody else who's closely tied within
7:43your niche. So you use proven concepts
7:46from other brands as inspiration rather
7:48than starting from zero. Okay? So you
7:50build swipe files using a social media
7:53uh social media ad libraries and
7:54foreplay. You break winning ads into
7:56persona/ meaging format hook core
7:58concept. And that's basically the whole
8:00idea. The rule here, right? The big
8:02thing that you have to understand is
8:03that if you copy the ad exactly, the
8:05best you can do is become the second
8:07best. That's all you can really do. So,
8:09you want to take inspiration from it,
8:12but you want to make it better in some
8:14sort of way, right? Better in some way
8:17possible. That's it. Next is ideation.
8:20You're creating net new concepts. These
8:22ones are a little bit more difficult.
8:23There's a little bit harder, but they
8:25have the biggest payoff. This is usually
8:26what you are getting paid to actually
8:28create because often times people will
8:31come onto an ad account, right? and
8:33they'll be hired and they'll be like,
8:34"Oh, well, all I have to do is copy the
8:36competitors and copy what's already
8:37working wicking, copy what's already
8:39working in the current ad account and
8:41then I'm good. I'm golden." Well, that
8:43doesn't always really work. And there's
8:45more on that here later as to how much
8:47of each of these you want to do, but
8:49you're going to want to do a combination
8:50of all of them. Ideation is like when
8:51you're trying to come up with something
8:52brand new, right? you're trying to
8:54reinvent the wheel, so to speak, where
8:56you have huge payoff, but realistically,
8:59I mean, it might not be the most
9:02it's not going to be your highest hit
9:04rate. If you're just hitting creative
9:05net net new concepts all the time and
9:08every single one of them is hitting,
9:10then I mean, you know, that's just magic
9:11at that point. But, uh, even if you just
9:13get like one out of every 10 net new
9:16concepts is a winner, like that's still
9:17a lot, uh, unlock a lot of profit and
9:19growth. So, that's the whole idea there.
9:22Sometimes it's great to go and find
9:24research um of things that aren't in ads
9:26or aren't already um in ads at all. So
9:29if you're looking at organic platforms
9:31like Reddit or Tik Tok or Instagram and
9:33you find something there that's really
9:35interesting that a lot of people are um
9:37they are identifying with you can use
9:39that in a brand new ad angle. Nobody
9:42else is doing it. So you can be the
9:44trends setter when it comes to
9:45ideiation. Next is iteration. Right?
9:48This is when and there's ads in your
9:50account that are already working and
9:51you're thinking, "Hm, how can I make
9:52this ad even better? The conversion rate
9:55is really good. The rowass is still
9:57pretty good, but the hook rate is not
9:59very good, meaning people um are
10:01scrolling by it too fast. So, you
10:04recreate it with a better hook. And now
10:06you can make a even better um ad just
10:08based off an ad that you have that's
10:09already winning. Now, the thing with
10:11this one is that they're pretty easy to
10:12do. They're extremely easy to do. You
10:13can do it in 15 minutes. you find an ad
10:15that's already working for your brand
10:16and you just recreate it except try to
10:19make it even better. But the problem
10:20here is that um creative fatigue, right?
10:24If you just create create the same ad
10:26over and over and over and over and over
10:28again and you never ever come up with
10:30anything new,
10:32you're just not going to grow. You're
10:33just not going to grow that way because
10:34eventually the same old thing that
10:36you've been doing is going to fall off
10:37and drop off and not be as strong
10:40anymore. So that's the idea. Next, why
10:43do we even categorize by creative type
10:45in the first place? Why does it matter?
10:46Well, because different accounts need
10:48different things. If an account has
10:51multiple strong winners, don't abandon
10:53them, searching for something completely
10:55new. Iterate and squeeze more from
10:58what's working while trying a little bit
11:00of what's new on the side. If
11:01performance is declining and you've
11:03iterated the same winners 30 times,
11:05another slightly different hook probably
11:07isn't going to save you, meaning that
11:09you need a lot more bigger swings. Think
11:11exploit what's working. Explore when you
11:14need something new.
11:17This is the this is the visual that you
11:18can use. Some ad accounts need to
11:20iterate a lot. Others need to take big
11:23swings on completely different things.
11:25As you can see here on the left, the
11:26road to better performance is straight
11:28and narrow. You want to iterate,
11:30iterate, iterate, iterate, iterate, and
11:32make them even better. But here on the
11:34right, right, these are other accounts.
11:36They need big swings. So completely
11:38different ideas to find what works.
11:40Maybe you need to test lifestyle
11:42approach, test different formats, test
11:44educational content, test new angles,
11:46testimonials, new product hooks,
11:48different audiences, and UGC.
11:51Now, it's again, it never uh always this
11:55or always that, but one like it's think
11:58of it like a slider, right? It's like
11:59how far to each extreme are you going to
12:02be? This depicts both extremes on the
12:05ends of the spectrum.
12:08Now, this is something that you're going
12:09to need to know. So, to give you more of
12:11an example, right? This um imitation,
12:15ideation, and iteration is everywhere. I
12:17did not come up with this. This is stuff
12:19that is well known in the creative
12:22strategy world, right? This is what
12:23people are going to be talking about.
12:25I've heard different creative
12:25strategists from completely different um
12:28places mention these three things. So,
12:31again, this is just common knowledge
12:32amongst most creative strategists or
12:34e-commerce businesses. Um, so is this
12:36for the most part as well and then so is
12:38this 100%. So this is like a foundation
12:42level like bare bones. Everybody's going
12:44to need to know this. I've been on
12:46interviews where they ask me to explain
12:48this and um I've been able to explain
12:50it, but you have to know it like the
12:51back of your hand. This is like your
12:53ABCs. If you don't know, you have to
12:55know this like you know your ABCs. If
12:57someone asked you to do your ABCs right
12:58now, you would just do them. Someone
13:00asked you to count to 50 right now, you
13:02would just do it, right? They're easy.
13:05This is how well you need to know this
13:07if you truly want to become a copyriter,
13:09marketer, creative strategist, whatso
13:11have you. Eugene Schwarz,
13:13five levels of awareness. So level one
13:17is unaware. Okay, so the goal here is to
13:20create awareness
13:22and making people think, I've never
13:23thought about this before. Making people
13:25So they're unaware of their problem.
13:27They're unaware of your product and you
13:31cling on to something that they are
13:32aware of. What are they aware of? What
13:34are they experiencing? What could you
13:36call out where they go, "Oh, yeah, that
13:39actually has been something that I've
13:40been struggling with, right?" Uh, one ad
13:42that I've seen a lot is like your dog is
13:44licking your paw, licking their paws,
13:46trying to tell you that he has pain in
13:48his gut, for example, and then it
13:51creates this little sense of fear of,
13:52"Oh, is that why my dog licks his paws
13:54so much?" Right? It could be something
13:56as simple as that. Next is problem
13:58aware. So, this is where they know that
14:01they have a problem, right? They're not
14:02actively trying to solve it, but they
14:04definitely know it's there and it is
14:05annoying them. The goal here is to
14:06educate them on the product. Next is
14:09solution aware. So, they know that there
14:12are solutions. The goal here is to
14:13position your solution. Um, so I know
14:16there are ways to solve this. This is
14:17what they're saying. Next is product
14:18aware. This is now that they know what
14:21your product is, you just have to show
14:23them why yours is the best and the best
14:25to the all other alternatives. So, I
14:27know about the product um and I'm
14:29comparing my options, right? They're
14:30kind of shopping around for what they're
14:32going to do. Next is most aware. This is
14:35when they're ready to buy. They got cash
14:37in hand, but they just need that little
14:38nudge over the edge, right? They're kind
14:41of like sitting on the fence. Not sure.
14:43I'm convinced. I just need a reason to
14:44buy now. Maybe it's a Labor Day sale or
14:47some Black Friday thing, right? That's
14:48the idea. And the goal of all of
14:50marketing more or less is to get people
14:52who are unaware to go all the way down
14:55the the funnel to most aware and then
14:58wanting to buy because unaware people
15:00basically your TAM your total
15:02addressable market fancy marketing term
15:04um is everybody. Okay. So to unpack that
15:08a little bit, if I want to create a
15:11online course for underwater knot tires,
15:16it's going to be hard for me to get that
15:17to a billion dollars a year because how
15:19many underwater not tying people are
15:22there, right? That seems like a very
15:23very niche thing. So the TAM on that is
15:26very small. However, people who have
15:29trouble sleeping, the TAM on that is
15:31gigantic, right? or people who wish they
15:33had more money. Like that's basically
15:35infinite infinite amount of people.
15:37Okay, so that's the idea. That's TAM.
15:40That's the five levels of awareness and
15:42all of it at once. Okay,
15:45why why do we even categorize by
15:47awareness? Anyways, ask who is this ad
15:51actually talking to and use the five
15:52levels like we talked about. Someone
15:54who's never considered cat fountains
15:57needs a completely different message
15:58from someone comparing Pure Stream,
16:00which is a cat fountain, against another
16:02fountain. You wouldn't walk up to a
16:04stranger and say, "We're 20% cheaper
16:06today." And they don't even know why
16:09they should care about the product yet.
16:11Awareness tells you where to enter the
16:13conversation already happening in their
16:15head. I'll give you another one. Okay.
16:17If you are saying our dumbbells are best
16:21because they have a hexagonal shape and
16:23one side is flat so they're not going to
16:24roll everywhere. You might be like,
16:26"Well, I don't even really want
16:28dumbbells." So then to that person, what
16:30would your messaging be? Hey man, the
16:33gym sucks, right? You're wasting 20
16:35minutes there, 20 minutes back every
16:37single day. Half the machines are
16:39broken. U there's people there that you
16:42probably don't even like or don't even
16:43want to talk to. Even if you do like
16:44them, you do want to talk to them.
16:45You're not there to talk. You're not
16:46there to be caught into a conversation
16:49all day. You want to work out and get it
16:51done as soon as possible. Well, why
16:53don't you get some dumbbells, right?
16:54That would be talking to a whole
16:56different type of person. So, now you're
16:57starting to see why this even matters in
16:59the first place. You need to have
17:00extremely explicit explicit messaging.
17:03People don't buy things that are just
17:05not for them or doesn't really apply to
17:07them. So, you need to make sure that
17:08messaging applies to them as much as
17:10possible
17:12altogether. Now you have a simple
17:16creative matrix. Instead of saying I
17:18need 10 more ads, you can say we need
17:20more solutionaware concepts and our
17:23current winner is slowing down. So let's
17:26make two iterations, two imitations, and
17:28two big ideiation swings. Suddenly your
17:31creative output has a purpose. Okay. If
17:34you can get to the point where you
17:35understand that that those things that
17:38I've said so far, you can get a creative
17:40strategy gig simply. Oh yeah. Yeah. I
17:43mean, by the time I got my first
17:44creative strategy clients, I don't even
17:47think I knew some of this stuff uh right
17:49here, right? It it's like that's it. All
17:51you have to do is is apply um know some
17:53of these things. When they're talking to
17:55you, when you are on an interview, you
17:57bring some of these things up, they
17:58they're going to ask you to diagnose
18:00some stuff. You're going to use this
18:01this language, and they're going to know
18:02that you actually know a little bit more
18:04about what you're talking about. So, as
18:05a beginner, don't make this complicated
18:07by confusing yourself.
18:09Just label every brief with the type it
18:12is and the awareness level. Simple.
18:15That's all. Then look at your creative
18:18mix every week. Over time, you'll start
18:22seeing patterns. Which awareness levels
18:24are working? Which concepts deserve more
18:26iteration? Where are you over testing?
18:29When does the account need something
18:31genuinely new? That's the purpose of
18:34categorization. You're turning a pile of
18:37just ads into a winning testing system.
18:40That's that's what you're really
18:41building. You're building building a
18:42winning testing system. You are becoming
18:45a scientist. You are building the
18:47hypothesis, the estimation like just
18:49like we did in in in middle school and
18:51high school. And you're just doing that
18:53over and over and over again. And your
18:55goal is to find more winners. That's
18:57all. So,
18:59my friends, let's see if we can do that
19:01ourselves. All right, everybody. and let
19:04us go.
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19:43pooped and the amount of poop I have
19:45pooped out. I didn't know there was so
19:47much stuff in my body. You know, your
19:49body can hold up to 30 lbs of just
19:52stored and stuck poop. Oh, I've heard of
19:55this brand before. They're really good.
19:57Digestive system support. reduces
19:59bloating, improves energy levels, and
20:01waist trimming. I'm going to try this.
20:06>> So,
20:08there is a reason why I picked this ad
20:09first. It's not cuz it's the best ad in
20:11the world. Actually, pretty much the
20:12opposite. It is a extremely lowquality
20:16ad. It's an ugly ad. And these ads are
20:19what's printing right now. Not the um
20:22what's the guy what's the guy who wears
20:24white? Um not the Mr. clean ads or
20:27whatever where some Mr. Clean cartoon is
20:30going through the the chick's house and
20:31he's mopping up or something. No, this
20:34sort of ad where um it's just it's just
20:36a skit. It's just a skit. Um there are a
20:39ton of things that I would change to
20:41make this better. Um like just a few to
20:44easily easily make it better. First of
20:47all, some better sound. The sound was
20:48awful. She recorded it off of her phone
20:50in her echoey uh bathroom. Terrible.
20:53Awful. Get a little uh clip-on mic. Um,
20:56the the on-screen caption is there's no
21:00backdrop on it, so it you can't really
21:02see it. There's no on-screen captions.
21:03You pretty much always want to have
21:05onscreen captions for the people who are
21:07maybe in public and they don't want to
21:09blast this sort of video while in
21:12public. But as for what it does, good.
21:15Um, it is it is very authentic, right?
21:19It's authentic. It's just one chick. Um,
21:21she's just talking to herself [snorts]
21:23and then you can see you can see where
21:25the persona is. The persona is somebody
21:27who is on GLP or GLP1. I don't even know
21:30what that is. Some sort of supplement,
21:33but it is messing up her digestion and
21:35she can't go to the bathroom very well.
21:37So now they go this cordial uh
21:39conversation and this girl is talking
21:41about, you know, you can actually die
21:42from that. Like so what she's doing
21:44there is she's twisting the knife so to
21:45speak. She is making the problem bigger
21:47than it needs bigger bigger as big as
21:50she can make it, right? Realistically,
21:52and talking about how it's actually
21:54dangerous. So, what are you doing here?
21:57And again, you could use this for for
21:58anything, right? If it's sleep, for
22:00example, let's say she's just not
22:01getting good sleep, you can say
22:02something like, you know, increased
22:04sleep actually makes it so that you can
22:06gain weight. Your face bloat, there's
22:09huge bags under your eyes, you're not
22:10able to uh go to work and focus as much.
22:14all of these things, right? Or uh it
22:16could actually really reduce your
22:18fertility
22:20stuff that people wouldn't even think
22:21about. And now the problem seems even
22:23bigger. It's something that you need to
22:24solve even sooner and it's even more
22:27urgency, even more even more urgent.
22:29Uh-huh. Then she says, "Oh my gosh, I
22:32think I'm going to have to go to the
22:33hospital right here. Um, now you're just
22:36making it better than the alternative.
22:37So don't go to the hospital. Just take
22:39this whatever this supplement is." The
22:41first thing the girl in the toilet says
22:42is, "Oh, I've heard of this." Um,
22:46she, again, this is a skit, but the
22:48reason why she's saying that is because
22:51it is mostly going to also help with
22:54people who have already heard of it
22:55through their other ads through
22:57retargeting.
22:59Retargeting is basically sending ads to
23:00people who have already seen your ads.
23:02Then she takes it and then basically
23:04that's it, right? There's no big CTA or
23:06call to action or anything at the end.
23:07That's just the whole ad. That right
23:09there. Now, again, this ad's probably
23:11not going to win any uh Grammys. I don't
23:13think that it was even a winner, but um
23:17I just wanted to show it. I just wanted
23:18to show what an ugly ad can look like.
23:22So, let's go to another one.
23:23>> Ads on Meta right now, you're probably
23:25lighting $500 a day on fire. If ads
23:27manager will never tell you, but here's
23:29actually why it's 100% preventable. It
23:32can take you from this to this. Same ad,
23:35same spend, fixed tracking. Because iOS
23:38cookies and ad blockers are hiding up to
23:4060% of your sales from Meta. So the
23:43algorithm just optimizes towards people
23:45who will never buy from you and you pay
23:46for all of it. For the past year,
23:48everyone has been screaming more ads,
23:50more creative, different ad account
23:52structures, but nobody is talking about
23:54the piece that makes it actually work
23:56because it's not as sexy as some new AI
23:58creative tricks. But you know what is
23:59sexy? Money. And I'm going to show you
24:01how to get more of it in under 2
24:02minutes. We track.io IO finally fixed
24:05the tracking issue that's been plaguing
24:06majority media buyers. Server side
24:08tracking is a non-negotiable toy. 6.
24:11Without it, you're handing a fivestar
24:13chef rotten ingredients. Garbage in,
24:15garbage out. Over 9,000 stores already
24:18[music] switched. 4.9 stars. And if your
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24:28Okay, so this one was definitely a more
24:30high quality and better ad. I think this
24:32one probably would have uh it could have
24:35it could have been a winner for sure. So
24:37let's look at the very beginning. So
24:40there's always I would call it three
24:42types of hooks. Three types of hook. So
24:44you have the visual hook. What is it?
24:46It's just a guy talking. Sometimes that
24:47does enough especially like so this is a
24:50software ad right software as a service
24:54a service software ad
24:57um DTOC e-commerce ad. So that's
25:00something to take away. DTOC means
25:02direct to consumer. It's not going to
25:04stores or at least that's not how
25:05they're selling it right now. E-commerce
25:07meaning like a product, like a
25:08supplement or a thing. Instead, it is a
25:11software that someone will use as a
25:13surface, meaning to um to improve
25:16something about their life or business.
25:18So, that's the whole idea. It's a
25:19different type of ad. You're going to
25:21need you're going to understand the
25:22nuances of this as you go on, but you're
25:24not going to need to understand them or
25:26know them right here at this second. So,
25:28uh, that's why it can be a little bit
25:30more underwhelming. You don't have to go
25:32crazy with trying to show something
25:34interesting in the hook. If you're
25:36talking about something that people
25:37genuinely care about, then you're going
25:38to be fine. Um, what does he start with?
25:40He starts with a call out. If you are
25:42doing this action and you are this type
25:44of business, right? You'll see this a
25:46lot, especially in uh B2B, which this is
25:48a business assigned to another business.
25:50It gets vastly more simple. You're not
25:53creating something that has to be funny
25:55or have a little skit. It's going to be
25:57a lot more straightforward. Running a
25:58meta ad right now. That's the caption.
26:00So the three the three hooks, the visual
26:01hook, the caption hook, and the script
26:03hook. We just covered all those.
26:06And then he also goes into the problem.
26:08It is actually 100% preventable. So in
26:11order for someone to pay you to fix the
26:12problem, they have to first believe that
26:14the problem is fixable, right? And he's
26:16going to say, I can show you how to go
26:18from this to this. So he's actually
26:19showing you the return on ad spend. The
26:21rorowass. And the rorowass is 0.8 to
26:235.2, 2, which is a very bad to a very
26:26good.
26:27And he didn't change all these other
26:30things. It's the same ads, the same
26:31spend. They had to fix the tracking. Uh,
26:34and then he explains and educates around
26:36the problem. And you'll see this a lot
26:37in any type of ad, right? When you are
26:39getting people in that like solution
26:40aare or problem aware state, you need to
26:43educate them on the problem. So in order
26:46for them to believe that you are the
26:48solution, you have to make them
26:51understand what exactly is the problem
26:54and what is not the problem. What do
26:55other people commonly diagnose the
26:58problem as that it is actually just not
27:0160% sales? Uhhuh. Everybody's saying
27:04that it's more ads, more creative in new
27:06account structures, right? So he's um
27:08talking about other things that don't
27:10actually move the needle. He's talking
27:13about how it's unsexy. And then his he
27:15has a big promise, a big offer here. In
27:17under two minutes,
27:19>> he's going to help you fix your tracking
27:21issue
27:22and it's a non-negotiable in 2026. Then
27:25he makes what is called an analogy. All
27:27right. If you have bad tracking, it's
27:29going to be handing like handing a
27:30five-star chef rotten ingredients.
27:36Uh-huh. Garbage in, garbage out. Are we
27:38switch? And then his uh main offer is
27:41that if you don't get 20% rorowass u
27:43then an extra 20% rorowass then you get
27:46your money back which is a pretty sick
27:48offer is taking risk off of the table
27:50and proving that he can actually help
27:52people who are in this exact situation.
27:55So last one. Do you run a beauty clinic
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28:00the coming months without having to bind
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28:19you have no binding contract, no upfront
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28:28if you would like to have a reliable and
28:29risk-free way of filling your calendar
28:32every month, press the link below, see
28:34the results we have generated for other
28:36clinical owners. So this is a lot like
28:38the one that we just watched except it's
28:41like even more just like low down only
28:43the messaging. Now there's something
28:46that's
28:47there's something that's very effective
28:48that you can do when it comes to ads
28:50when you are trying to um create like
28:53big swings or or or uh try something new
28:55is to just test the messaging alone and
28:58just use like a proven format. Sometimes
28:59a proven format really is just speaking
29:02with a caption above your head and
29:03on-creen captions as well with a call to
29:06action at the end and a strong offer.
29:08Sometimes with businesses that's just
29:10all they need, especially with these um
29:12either software businesses or this is
29:13another B2B business as well. So that's
29:17it. So we looked at all those. A lot of
29:19those were either problem aware or
29:20solution aware, but we broke them down a
29:22little bit and I kind of told you uh
29:24what they were kind of thinking, what
29:26the idea was. So now you know what ads
29:28are going to look like. But that's not
29:30the only type of ad. There are also
29:31static ads which I quickly wanted to
29:34touch on here. This is a very easy and
29:36simple example of what a us versus them
29:40static ad looks like. Now, the problem
29:44with this specific us versus them static
29:46ad is that usually they need to look
29:48very mirrored. And this one doesn't look
29:50very mirrored because the one on the
29:51right has 1 2 3 4 5 six check marks. The
29:54one on the left has uh four X's and the
29:57one on the right has so much more text
29:58and so much longer text than the one on
30:00the left. Is this a winner? I'm not
30:02necessarily sure, but uh I would say
30:04that you would again you would want to
30:06mirror it. You you'd want to uh come up
30:08with a way that they actually look uh
30:10oh. So what you're doing here, right, is
30:12when humans go to compare things, they
30:15want to make an apples to apples
30:17comparison. That's part of the reason.
30:18That's why that's even an expression
30:20where if you make it look a little bit
30:22apples to oranges, then you're not
30:24really doing uh what needs to be done,
30:26right? You need to be like this one has
30:27this, this one doesn't, this one has
30:28this, this one doesn't. like a very
30:29easy, simple pros and cons. Like I can't
30:32even stress how easily consumable it
30:35needs to be. And consumability is a huge
30:37part in ads that a lot of people don't
30:39get. It's like you can be saying all the
30:41right things, but if I'm trying to if I
30:44if it takes me like reading through a
30:45terms of service 19page document in
30:48order to read it or find it, I will
30:49never actually look at it. So you need
30:52to yeah, you need to make it look
30:54mirrored better and and just look better
30:55in general. But again, this is to
30:58probably a solutionaware audience.
31:00Somebody who is, you know, looking
31:03through the different solutions, looking
31:04through their options and kind of trying
31:06to compare things already on their own.
31:08So, you're making the comparison for
31:09them.
31:11Another one, Musli Brighten Your Balls
31:14Fade Intimate Area Discoloration with
31:16Private Cream. This looks like it's
31:18marketed towards men. I've never heard
31:20of
31:23Why would I don't know, right? I don't
31:26know but it is a static and it seems to
31:29be something that is a lot more either
31:31problem aware or even problem unaware
31:33right maybe people don't even know that
31:34they have this problem or people haven't
31:36even thought about it or people do know
31:37that they have this problem but they
31:38don't even know that there is a solution
31:40out there and they are presenting
31:42themselves as the solution. Finally, if
31:46you own a brand trying to do over 10
31:48million a year, we want to help you
31:50scale with our performance creative
31:52system. will outperform your best ad in
31:5430 days or it's free. Apply now.
31:58This is what's considered an ugly ad.
32:00And I said one of the other uh ads we
32:02looked at later was ugly. That was like
32:04subjectively ugly. This is a objectively
32:07ugly ad. Now, there's a reason for this.
32:08And this is when you just want to test
32:10messaging. You just want to test the
32:12messaging. You want to crack something.
32:13You want to finally unlock um a persona
32:16or anything of that nature. Like just
32:18put the words cuz then you are testing
32:20the words and the words only. If you
32:23test two just words, just messages side
32:25by side, you will know which message
32:28converts or just shows the most promise,
32:31so you can go more in on that specific
32:34lane. Okay? They're they're they're
32:36mainly going for
32:39learning here, right? And that's that's
32:41a a big part of creative strategy is
32:44even after your ads are shipped, like
32:46that's not just it. You have to also
32:48look at how they perform and why they
32:49perform that way and build um an idea
32:53based on the stats which we're even
32:55going to get to here shortly. Ah
32:57actually right now is what when we're
32:59going to get to them. Key ad metrics
33:01explained. I again I don't want you to
33:04get overly confused by these so we're
33:06going to cover them and I'm going to
33:07leave it here. Um but I'm not going to
33:09go super in-depth on everything. So
33:11first one is spend. How much you're
33:13spending. So, what's the total amount of
33:15money spent on the ads? This tells you
33:17the scale. A good result um at $500 is
33:20very different from the same result at
33:22$50,000. Okay? So, if it reaches $500
33:25and it's a one rorowass, it's it's not
33:28going to scale. That means you spent
33:30$500 on the ad and you get $500 back. I
33:33mean, when you start spending more,
33:35you're not really going to make much
33:36more. Maybe, unless you want to force ad
33:39spend to it, which maybe it just hasn't
33:41gotten enough um hasn't gotten enough
33:43results to really tell yet. But again, I
33:45mean, okay, I'm getting too specific.
33:48But for example, you there's not just
33:50like ad spend, individual ad spend,
33:52there's also account ad spend. So, for
33:54example, I've worked on accounts that
33:56have spent six figures a month. Some
33:58accounts that have spent like 20 or 30k
34:01per day, right? which is like um you
34:04know hundreds of thousands of dollars
34:06per month plus. So it can be a lot,
34:08right? And that can be like profitably
34:10or not as profitably. It really just
34:12depends on the account. Next is CPA, the
34:14cost per acquisition. The cost in order
34:16to get a customer, the cost to get
34:18somebody to buy something, the average
34:19cost to get one customer purchase. It
34:22shows how efficiently your ads are
34:24turning into customers. Next is rorowass
34:25return on ad spend. The amount of
34:27revenue you earn for every $1 spent on
34:30ads. It tells you if your ads are
34:32profitable. For example, a 2.0 roass
34:34means $2 in revenue for every $1 spent.
34:36Next is CTR, which is clickthrough rate.
34:39The percentage of people who saw your ad
34:41and clicked on it. This measures how
34:43compelling your ad really actually is. A
34:45low CTR means the hook, visual, or
34:48targeting isn't resonating. Next is the
34:51hook rate, the percentage that people
34:52keep watching uh past the first few
34:55seconds, so usually like 3 seconds. This
34:57shows how well your opening grabs
35:00attention. A low hook rate means that
35:01your first few seconds aren't working.
35:03They're boring. They're not good. Next
35:04is hold rate. The average percentage of
35:06people who uh the average percentage of
35:09a video that people actually watch. So,
35:11it tells you how engaging your content
35:13is start to finish. A higher hold rate
35:15means that your ad keeps people
35:16interested throughout the whole thing.
35:18And then finally is CVR, conversion
35:20rate, the percentage of people who
35:22clicked and completed a purchase or
35:25other desired action. So this shows how
35:28well your landing page, product, and
35:30offer convert the traffic um your ad
35:33sends. So it's all of it. So we need to
35:36turn these numbers into narrative
35:37because numbers just kind of tell us
35:40what things are doing, but we need to
35:41take what we need to do from that.
35:44Knowing what metrics mean is only one
35:46step. A creative strategist's real job
35:47is to ask, "What are these numbers
35:50telling me about the ad?" Instead of
35:52this ad has low rorowass, it sucks.
35:54Think where are people dropping off and
35:57what does that tell me to change? The
36:00numbers are clues and your job is to
36:02diagnose the problem. So you want to
36:04read the story. For example, has a high
36:06hook rate but a low conversion rate. The
36:08opening worked but something later
36:10didn't. It might have been the landing
36:11page. It might have been the CTA. It
36:12might have been the problem or how you
36:14talked about it. Uh it might have been
36:15how you were talking to the specific
36:17persona. Next is a low hook rate or high
36:20a low hook rate plus a high conversion
36:22rate. The people are converting. I like
36:24it, but there's not many people who are
36:26stopping on the scroll. Next is 2.5
36:29rorowass at 2K ad spend versus 2.0
36:32rorowass at 100 at 100k ad spend. The
36:36higher rorowass isn't necessarily the
36:38better creative because the second ad
36:40proved it can perform at serious scale.
36:42things being able to perform at serious
36:44scale is what makes them able to scale
36:48the entire account and make a bunch of
36:50money because two times Rox at at 100
36:53times spend right there you're talking
36:55about putting in 100k and getting out
36:57200k
36:59that's awesome but um I mean putting in
37:022,000 and getting out 4,500 or whatever
37:05it is maybe 5,000 is just okay it's just
37:09all right it's okay but it's not going
37:11to you're not uh breaking the bank
37:13there. So now I'm going to get you to
37:16write some briefs with me or at least
37:17I'm going to show you a brief that I
37:19wrote very very uh not very long ago.
37:23Very very recently is what I meant to
37:25say. So um this was me essentially
37:27getting a test project. They said, "Hey
37:29Tyson, happy to tell you we've chosen
37:31you for our second round of
37:32qualification." Whoopee. And then um the
37:36the idea and the um assignment was all
37:39right here. Okay. So essentially they
37:41wanted me to do two video briefs and two
37:43static briefs for a brand that they work
37:47with. So this is one of them. Let's go
37:50watch the uh original ad.
37:52>> I've never had a bed that felt like I
37:54was sleeping in a five-star hotel. And
37:56today we're changing that. Summers are
37:58very hot in Arizona, so a fluffy bed has
38:00always felt out of reach for me. But I
38:02realized the trick to staying cool while
38:04feeling like you're sleeping on a cloud
38:06is actually in the sheets you're using.
38:07And since it's over 35°, I've been using
38:10these silky soft bamboo sheets from
38:12Quint. These sheets are moisture
38:14wicking, cool to the touch, and keep me
38:16feeling cozy all night. No more
38:18sweating, no tossing the covers, just
38:20quiet, peaceful sleep. It's truly the
38:22perfect bedding combination for the
38:24summer. Finish it off with a textured
38:26bed blanket and you've got yourself a
38:27cloud bed that'll keep you cool all
38:29summer.
38:32I've never
38:34>> So, we see she's like uh cry a a girl
38:38trying to create a fivestar bed. That's
38:40the whole idea. So, I took that idea and
38:43I applied it to their product. Now,
38:45their product is a muslin blanket.
38:48Muslin is like that stuff that baby
38:50blankets are made out of. So, it's not
38:51like a warm fuzzy blanket. It's more
38:53like a blanket to keep you cool, but
38:55also just like give you a little bit of
38:56that blanket feeling. So, I took the ad
38:59concept and I made it like this. So, I I
39:01had the idea in the angle there, which
39:02is basically what I just um talked to
39:05you guys about. And now I have the
39:06script up here. And then I have the
39:08visual down at the bottom. Remember,
39:09we're not just making the ad script.
39:11We're also making the visual. So, it
39:13goes like this. Want your bed to feel
39:14like one of those ridiculously
39:15comfortable fivestar beds. The secret is
39:18layering. Start with really soft sheets.
39:20Add your pillows and duvet. And then
39:22finish everything with a lightweight
39:23blanket like this. This is a muslin
39:25blanket from Fleece Company, and it's
39:28honestly become my favorite part of my
39:29bed. It's super soft and gives you that
39:31cozy layered hotel bed feeling, but
39:33because it's muslin, it's so breathable.
39:35You don't feel like you're being buried
39:36underneath a bunch of heavy bedding.
39:38Especially when it gets hot and muggy in
39:39the house. This is such a lifesaver. I'm
39:41usually that person who's pulling the
39:43blanket over me, getting too hot,
39:45kicking it off, getting cold, turning
39:47the fan on, pulling the blanket back up,
39:49and somehow just never getting it right.
39:51With this, I still get that cozy feeling
39:54of sleeping under a blanket without
39:55feeling completely trapped underneath
39:57it. Plus, it gets softer every time you
39:59wash it and makes the entire bed look
40:01way more well put together. It genuinely
40:04feels like turning your bedroom into a
40:06little five-star hotel. The visual is
40:08basically more or less the same visuals
40:10that we just seen. That's why I love
40:11giving editors a reference to um other
40:15ads so that they can see what the ad
40:17actually looks like. And then I also
40:18describe it here for a little bit.
40:20Extremely simple. I made another video
40:22brief. I'm not going to actually go over
40:23this one. I had two static briefs here
40:26as well. This was the inspiration. It
40:27was a very simple us versus them. So,
40:29what did I do? I made another very
40:31simple us versus them type of ad. We
40:34have another static brief. Right now,
40:37this one's from Hush. I could have made
40:38it a little bit different, but I just
40:40decided to go with the exact idea. I
40:42could have just hopped into AI or chat
40:44and just asked uh make me another funny
40:46tagline or slogan or whatever that can
40:48make for my ad. But instead, I just
40:50decided to change out the product photo.
40:52And again, all of these are made with u
40:54AI, right? So, I just script it. I ask
40:57AI for some ideas like Chat TBT or
40:59Claude. It gives them to me and then I
41:01actually get it to generate the photo
41:02for me and it generated all this. I'm
41:04not a graphic designer by any means. It
41:05created all this. And then also when I
41:07was creating this um ad right here, all
41:10I did was went here to the Facebook ad
41:13library. I found the ad. I went over to
41:15Facebook ad library downloader. That's
41:18what I searched up. I downloaded this
41:19ad. I put it into chat GBT. chatbt
41:21actually looked at all the ad and I
41:23said, "Help me make that style of ad,
41:26but for this branding business." Now,
41:29the first few tries, I'm not going to
41:30lie, it wasn't very good. I remember
41:32having to go back and forth with it for
41:34a little bit. That's the idea is that
41:35you're working with AI, not just getting
41:37chat GBT to just make it for you and
41:39copy and pasting it into the document.
41:41That's not what we're doing here. So, I
41:43went and uh worked with Chatbt in order
41:44to make it. I sent this stuff in. So,
41:46that's the idea. That's how you create
41:48briefs. And uh that's also how you just
41:50do a very short test project as well. I
41:52basically gave you a walkthrough on that
41:54too. So now you know more than enough to
41:58become a creative strategist. I went
42:00over things quickly. I gave you a lot of
42:01resources. You're going to want to
42:03access those resources and all these
42:05slides and things with the link down
42:06below in the free copy starter kit. And
42:08then also I have tons more content on
42:10this very channel about copywriting,
42:12about getting clients. I have 4hour
42:13courses, 8 hour courses, and everything
42:15in between. So I highly recommend you go
42:16watch that after this video. That's all
42:19for today and of course I'll see you
42:20guys on the next one.

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