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Free 4 Hour Copywriting And Creative Strategy Course For Beginners (0-$10k/mo) — Transcript

by Tyson 4D · 49,549 words · 7,508 segments · language en · Watch on YouTube

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0:00So look, let me be real with you for a
0:01second. There are so many free courses
0:04here on YouTube of people telling you
0:05that you're going to make money with
0:06this business model or they'll even show
0:08you everything that has to do with that
0:09business model. But in reality, a lot of
0:11it is just noise or just outdated and
0:12doesn't actually work anymore. Not to
0:14mention a lot of them just kind of sound
0:15like a sales pitch instead of just
0:17actually showing you how to do it and
0:18giving you genuine value. So this is
0:20going to be none of those things. What
0:21you're about to watch is something that
0:23is completely step-by-step from
0:24beginning to end. In this video, you're
0:26going to understand copywriting and
0:27you're going to understand how to use it
0:29in order to make money, ideally $10,000
0:32per month or more. Now, I've made these
0:34types of videos before in the past and
0:35they have gotten millions of views on
0:37each of them. But in this video, it's
0:39going to be more updated to 2026, the
0:41actual most up-to-date things that are
0:43working right now, and also some
0:45creative strategy as well. Now, don't
0:46worry if you don't understand what that
0:48even means. We're going to get into it
0:49shortly. But what's most important is
0:50that you actually know and understand
0:51that this is working for people right
0:53now. And I've done interviews with over
0:55a dozen of them here on this very
0:57channel, people who have hit 10K per
0:58month, 15K per month, and 20K per month
1:00plus. And each and every single one of
1:02them started at zero. They were watching
1:03a YouTube video just like you were
1:05watching right now. So realistically,
1:06what you're watching right now is the
1:08video that I desperately wished existed
1:10when I was first starting out as well.
1:12So with all that being said, clear your
1:13schedule, clear out all those empty
1:15useless tabs, take out some pen and
1:16paper, and let's get started. Okay, so
1:18ladies and gentlemen, here we are inside
1:19of the free copywriting course, more
1:21specifically the creative strategy
1:22edition updated for 2026 because there's
1:25been a huge amount of changes going on
1:27in copywriting. And honestly, right now
1:29is by far the best time I've ever seen
1:31to genuinely get started. The reasons
1:34why is I'll kind of go over as we go on.
1:36But first I want to address the elephant
1:37in the room, which is why should you
1:38even care in the first place, right? I
1:40already told you about some people who
1:41are winning. I already told you that we
1:42had a huge playlist of student success
1:44stories, but I want to actually read out
1:46their genuine stories so that you can
1:47see what helped them, what they're
1:49actually sharing with other people, and
1:50where they are right now. So, this is
1:52Ethan for example. He said, "I am not
1:53going to lie. I have memorized/watched
1:55the creative analysis so many times,
1:57which is basically just creative
1:59strategy videos. And when I yacht about
2:00it to the lead creative strategist at
2:02this brand, bro was bamboozled. And bro
2:04just onboarded me for 2.5k for the first
2:07month and 5k per month after that from
2:09one client mind you. Let this be a
2:11lesson that you guys need to lock in
2:13with creative analysis and creative
2:15strategy. Someone else said, "Yo bro,
2:16hope all is well." I haven't talked to
2:17this student for a little bit. He just
2:18said, "Just want to let you know that I
2:19reached my first 20k month. A lot more
2:21to come working with a new e-commerce
2:23brand doing north of 25 million dollars
2:26per month and of course the biggest info
2:27guy in the space as you know. Then we
2:29had another win recently. I actually
2:31have a interview with her coming up as
2:32well. She said, "Just closed another 6k
2:34per month e-com agency. Agreed to 6k cuz
2:37I impressed them with the brands that
2:38I've worked before in the past. Going to
2:40be handling campaign plus plus the flow
2:42emails as well." And then she said, "I'm
2:43officially at 20k guys. I cannot
2:46comprehend it. I'm literally in tears."
2:49Someone else also saying that they were
2:50going to be hitting 8.5k this month. So
2:53those are all big money wins. I wanted
2:54to also read out this one as well. This
2:56guy named Adrian. He posted saying,
2:57"Wish me luck guys. I have two
2:59interviews tomorrow and I am nervous.
3:00But I mean getting on interviews was my
3:02goal so what did I really expect?
3:03Anyways, I'm telling you keep applying
3:05to creative strategy roles on X and on
3:07LinkedIn. I had both of these interviews
3:08without any experience so these would be
3:10my very first creative strategy roles.
3:12Again, you don't need any experience to
3:14actually make this work." My man Don Q
3:16also is talking about how he closed a
3:17test project that I helped him make and
3:19he I reviewed and he is at 2k per month
3:22and it can easily scale to $4,000 per
3:24month. 4,000 euros actually I believe
3:26that is per month plus. So he just
3:28wanted to give a thanks. Now look, we
3:30could go on and on and on and on. I
3:31actually have some more of these wins
3:33kind of peppered throughout the video
3:34because I love attaching proof to
3:36everything that I'm showing you and
3:37everything that I'm doing because
3:38there's a lot of people who just don't
3:39have the proof. They tell you all day,
3:41"Oh yeah, people are winning with this.
3:42People are doing that. People are doing
3:43this." But they again don't actually
3:44show it which is why I wanted to come
3:46out and be a a little bit different and
3:47actually prove it. So here is the
3:48pre-course checklist. You're going to
3:50know everything and learn everything
3:51that all those people have already known
3:53and already learned. You're going to
3:54start exactly where they started because
3:55this is what I gave them as well. First
3:56things first, pay 100% attention. I
3:57recommend 1x or even 0.75 speed, guys.
4:00I'm not going to be talking super duper
4:01slow. I know that some people, you got
4:03to crank them up to 3x speed in order
4:06for it to even sound like 1x. This video
4:07is not going to be like that. I'm going
4:09to be going through things very quickly,
4:11concisely. So, I recommend 1x or even
4:130.5x speed so you can genuinely write it
4:15down. This video is meant to be studied,
4:16not just watched, not just consumed
4:18while you're just eating a bowl of
4:19cereal. You have to genuinely pay
4:21attention. Next is to take notes. And
4:22notes by hand is going to be a better by
4:25far. And again, I actually practice what
4:26I preach. This is my daily schedule. I
4:28write out by hand every single day. I
4:30could just do it on a computer. I could
4:31do it with some notes thing, but I
4:33choose to do it there. And then when I'm
4:34taking notes and things, I like to just
4:36also write them by hand as well. I like
4:38to write them by hand in cursive so that
4:39they are extra extra extra extra slow.
4:42It forces me to slow down. And in a
4:44world where we are pressured and we are
4:47told to consume as much as possible as
4:49fast as possible. And your minds are
4:52literally just addicted to dopamine and
4:54brain rot, you forcing yourself to slow
4:56down is what's really going to help you
4:58learn and dig into all the things that
5:00I'll be teaching you here. Next is to
5:01bookmark this video for later. I have a
5:03example what this looks like. You can
5:04just go down and comment your timestamp
5:06cuz this is going to be a long video.
5:07I'm not going to lie. I'm going to be
5:08going genuinely in-depth with
5:09everything. I'm going to be doing
5:10demonstrations. I'm even going to be
5:11showing you actual interviews that I
5:13have had with real creative strategy
5:15brands and businesses. Interviews
5:17they're going to be asking me questions.
5:18I'm going to be answering those
5:19questions. I'm going to show you of how
5:21I even got on those interviews, the
5:23portfolio that I've built, the test
5:25projects that I had to do in order to
5:26move on to the next stage of the hiring
5:28process, and everything in between. I'm
5:30literally showing you. I'm not just
5:31teaching you. I'm not just telling you
5:33what to do. I'm showing you what I have
5:34done, what I am actively doing. Next,
5:37ask all your questions below. Me, the
5:38team, and other viewers will be able to
5:40reply and answer pretty much anything
5:43for you. You can think of the comment
5:44section below this video as almost like
5:46a messaging board, like r/ copywriting
5:49creative strategy or something. Next, is
5:51to download the free resources that come
5:52with this video. So, not only are you
5:53getting the video, you're also getting
5:55the templates and some more lessons that
5:57didn't even make it to YouTube because
5:58I'm not going to lie, like I said
5:59before, YouTube is somewhere where you
6:00have to upload something that keeps
6:02people's attention and tons of views,
6:03etc., etc. But, if you want to really
6:04get into the weeds and genuinely look at
6:06all this stuff, I wouldn't say it's
6:08boring, but it is more tactical than the
6:10stuff here on YouTube because YouTube,
6:11again, performance is huge here. So, all
6:14those things are within the free copy
6:15starter kit, which is down below. I'm
6:16going to show you more of what's
6:17actually inside that as we go on as
6:19well. And finally, let the people in the
6:21comments know that you're starting soon.
6:22I actually didn't even encourage people
6:23to do these on my last videos, but this
6:25is like half of the comments on all
6:26those videos is, "Hey guys, I'm starting
6:28on this course on February 18th, 2026.
6:30Wish me the best. We'll be back in
6:32April. We'll be back some other time."
6:34Because we'd love to hear your story and
6:35people want to know if it's going to
6:36work for them, right? It will help
6:38people invest their time and energy and
6:40have a better understanding if they go
6:42through the comments and see that it's
6:43working for other people. So, with all
6:45that being said, I want to start with
6:47copywriting, what copywriting is, and
6:50how it has changed in 2026. All right,
6:52so copywriting in 2026 and what has
6:54changed. Let me just go over a quick
6:56definition of what copywriting even is
6:58for those who are just starting or just
7:00don't really know quite yet.
7:01Copywriting, essentially, is you writing
7:04marketing materials for businesses. And
7:06that is it. That's all. Now, it sounds
7:09extremely simple and it sounds too good
7:10to be true and it sounds too easy. You
7:12mean, I just have to write for a
7:13business and I can earn over $10,000, I
7:15can earn over $20,000 per month? That
7:17sounds way too good to be true. And it
7:20is if you don't understand copywriting
7:21properly. See, I'm not showing you how
7:23to become a copywriter. I'm showing you
7:24how to become a performance copywriter.
7:27And a performance copywriter is more of
7:29a marketer than just a writer. What that
7:31means is you are taking full
7:33accountability of the outcome for a
7:35business. And with more responsibility
7:37comes, obviously, more, quote unquote,
7:39like risk, which is why a lot of people
7:41are not super willing to hire you for
7:43big numbers at first. You're going to
7:45have to work your way up, but that's
7:46also why you're able to make so much
7:48money is because if you're able to make
7:49a brand an extra $100,000 per month,
7:51which is not even crazy. There are a lot
7:52of DTC or e-commerce brands that are
7:54making over a million dollars per month.
7:56So, if you increase their revenue by
7:5710%, that's an extra $100,000 per month.
7:59They're so happy with paying you 5K.
8:02They're so happy with paying you 8K
8:03because that's really a small portion of
8:05what you've already contributed to their
8:07bottom line. I'm going to show you how
8:08to do that with more specifically
8:09creative strategy copywriting as well.
8:12But, now you know what copywriting is.
8:13Now you know why it actually pays so
8:15much as well. So, look, if you are
8:17learning from content that's even two or
8:19three years old, you might be building
8:21on a foundation that doesn't actually
8:22reflect what the market actually looks
8:24like today, which is why I would needed
8:25to make another version of the full
8:27complete free copywriting course. I
8:29asked my audience, "What is the best
8:32secondary skill for copywriting?" 34%
8:34said email marketing, 54% said creative
8:36strategy, and 11% said landing pages.
8:38Why is that important? That is so
8:39important cuz if I would have ran this
8:40exact same poll maybe like one or two
8:42years ago. First of all, nobody would
8:43even really know what creative strategy
8:44is, but if I would have ran this poll
8:46back then, everybody would be saying
8:48email marketing only. Creative strategy
8:50is a brand new thing that's just come
8:51about. And the reason as to why, one of
8:53the reasons why it's so powerful is one,
8:55you're able to really harness and use AI
8:57in order to build this and become more
8:59efficient at it. And also because there
9:01have been some changes in the algorithms
9:03on things like Facebook that actually
9:04makes this position, creative strategy,
9:06just that much more valuable. But, we're
9:08going to get into that here shortly So,
9:10like I said, AI changed what the clients
9:12will actually need. Here's the shift
9:13that most people are going to miss. A
9:15few years ago, clients needed
9:16copywriters to write things. Emails,
9:19sales pages, social captions. The
9:20writing itself was the product. You were
9:23paid in order to give and produce a
9:26deliverable. Now, AI can write a
9:29passable version of most of those
9:31things, which means the value of just
9:34writing has compressed even more than it
9:35was back then. Because three years ago,
9:375 years ago, closer to when I started, I
9:39already caught on to if I wanted to make
9:41big money, again, I had to boost up my
9:43accountability and responsibility for
9:45these brands. So, not only would I write
9:46the emails, but I would also do the
9:48email marketing. I would also put
9:49together the funnels for them as well,
9:51and I would be responsible for the
9:53outcomes. And now, more than ever, the
9:55outcomes is actually even more
9:57important. So, AI can write, but what AI
10:00can't do is think strategically about a
10:02brand, understand what makes a specific
10:04consumer or customer tick, and identify
10:06the gap between what the market is
10:08saying and what hasn't been said yet,
10:10and build a concept that actually
10:12converts at scale. That's all human
10:15skill, and that's what commands the
10:17highest rates right now. Copywriters who
10:19are struggling in 2026 are the ones who
10:20are still selling the writing. The ones
10:23who are thriving are the ones who are
10:24selling the thinking. Now, all you
10:26really need to know about this, right,
10:28is that you get paid for your thoughts.
10:29You get paid for the results, not
10:31getting paid for the writing. This is
10:33the first big barrier that people come
10:34up to when they think that, "Oh, well,
10:36copywriting sounds too good to be true,"
10:37or "Copywriting is just about writing."
10:39And having those thoughts is why they
10:41struggle. The reason why you're able to
10:43get paid so much and why anyone can
10:45actually do this is because results is
10:47what actually matters. And really quick,
10:49I actually wanted to go over some
10:50creative strategy position examples.
10:52See, there are so many people who know
10:54that they need creative strategy. The
10:56demand is right there in front of your
10:57face. You don't even need to believe me.
10:59And this is where I truly, truly believe
11:02in creative strategy and copywriting,
11:04because in all of these other business
11:06models, the demand is hypothetical. "Oh
11:08man, if you made this AI automation,
11:10everybody would want it." Okay, but why?
11:12And are they actually asking for it, or
11:14are you trying to convince them that
11:16they need it? You see, there's two main
11:18types of ways that you can make money.
11:20You can try to generate demand, or you
11:22can try to take a hold and use demand
11:24that is already there. And let me tell
11:26you, using demand that's already there
11:28and not having to convince somebody that
11:30that need something is always going to
11:32be a such a smoother and easier path.
11:35So, let me actually show you. Creative
11:37strategy position examples. Here we have
11:39a guy named Jack Robinson. He's saying
11:40that they're hiring a junior creative
11:42strategist. So, not somebody with 25
11:44years of experience, not somebody with a
11:45crazy degree. It could just be you
11:47watching this video right now. If you go
11:49through and practice all the things that
11:51I show you here in this video, you are
11:52going to be a junior creative
11:53strategist. So, this one is for you.
11:54Client spends over a million dollars per
11:56month testing direct response ads. And
11:58we're looking for someone obsessed with
11:59understanding why ads work. This role is
12:01ideal for someone who is early in their
12:03creative strategy career who wants to
12:05learn a performance D2C marketing team.
12:07You'll be responsible for all of those
12:08things. And we are looking for somebody
12:10who loves studying ads, naturally
12:11curious, wants to become elite, thrives
12:13in a fast-paced environment. And $30,000
12:15to $42,000 per year. That's about a
12:17three to four thousand dollars per
12:18month. And here's the great part about
12:20all of these positions is that they are
12:22usually extremely flexible hours. So,
12:24you don't have to work 9-5. You can
12:26literally just work whenever you get a
12:27free moment. You can do most of them,
12:2999% of them, part-time. This might take
12:31you 10 to 20 hours per week. You get two
12:34positions just like this one, and you're
12:36already at what, 6K or 8K per month. Or,
12:39like this other guy for example, who's
12:40hiring four creative strategists at Hume
12:43Health over the next two to three weeks.
12:44They're remote, full-time, and they're
12:45$6,000 to $8,000 per month plus
12:47performance bonuses. You can make over
12:4910K per month just with this guy. And
12:50he's hiring four creative strategists,
12:52not just one. Because brands are going
12:54to need multiple creative strategists to
12:56come up with the best ad creatives. Now,
12:58if you don't understand what this
12:59position is, what it entails, don't
13:00worry, we're going to get down into the
13:01nitty-gritty details. But first, I just
13:02wanted to show you the actual demand
13:04that exists and it is genuinely out
13:06there. And then lastly, we have another
13:07example. This guy says he's hiring a
13:09creative strategist, full-time, and
13:10remote, looking for top-tier creative
13:12strategists. What you'll do is you'll
13:14create ads for 7-9 figure D2C e-commerce
13:17brands. I'm going to be translating all
13:18that very shortly. Don't worry if it
13:20kind of sounds Chinese to you right now.
13:21And some of these positions are saying
13:22that they want you to have worked with a
13:24brand before, or they want This is not a
13:26starting role, or this is not a junior
13:28creative strategist role. That's okay.
13:29So, two things here. The first thing is
13:31that I've seen so many people apply
13:33where this is like their first client or
13:35this would be their first client. Person
13:36saying, "Yeah, I want you to have a
13:37degree, a bachelor's in this and that. I
13:39want you to have worked with a brand
13:41making a bajillion dollars before." But
13:42because the person applied correctly,
13:44kind of like I'm about to show you right
13:45now, because the application and the
13:47test project and the interview, all
13:48those things were so on point, they
13:50didn't care. They actually got hired
13:51anyways, first client for a senior
13:53copywriter position. It does happen.
13:55Again, quality is what's genuinely going
13:57to move you forward here, which I'll
13:58show you how to do. But first, I want to
13:59unpack why, again, why creative strategy
14:02is so important and what creative
14:03strategy really is. So, let me give you
14:06a quick definition of creative strategy.
14:09You are just making the ads for
14:10businesses. So, instead of just writing
14:13the ads, you are in charge of figuring
14:15out which ads are going to perform well.
14:18The only difference between you just
14:21writing the ads and you doing the ad
14:23creative strategy is just that. It's the
14:26strategy. You are creating a strategy,
14:27you're creating a hypothesis. So, all it
14:29really takes is noticing patterns. You
14:31tested these five ads. Four of them
14:33didn't work very well and all those four
14:36were static ads, meaning just pictures.
14:38One of those ads was a user-generated
14:40content ad, meaning it was an ad where
14:43an actor comes on and talks about the
14:46product and whatever it was. And that ad
14:48did really well. We should do more UGC
14:50ads. Now, that's a very oversimplified
14:52version of creative strategy, but that's
14:53basically it. That's genuinely all and
14:56that is it. You are researching the
14:57personas, meaning the audience that you
14:59are writing to, you are researching the
15:00competitors and you're researching the
15:01brand and the business itself. Once
15:03you've done all of those things, you are
15:04now a creative strategist. You can now
15:06get paid upwards of 10K per month from a
15:08single client, especially when we learn
15:10about the Andromeda update and flushing
15:12this out a little bit more so you really
15:13understand how it changed paid
15:15advertising forever. See, if you're
15:16going into creative strategy
15:18specifically, this is the most important
15:19thing to understand about the current
15:21landscape. Meta, which is the company
15:23that owns Facebook, rolled out the
15:24Andromeda update, which fundamentally
15:26changed how their algorithm works,
15:28right? And since Meta has done this, you
15:30can bet that pretty much every other
15:31social media platform is going to do
15:32this exact same thing as well. Before
15:34Andromeda, brands could get very precise
15:37about who saw their ads. Tight targeting
15:39meant you could have average creative.
15:41The creative refers to the video or the
15:43ad visuals or the ad itself, and still
15:46get decent results because you were
15:47showing your ad to exactly the right
15:49people every single time because you
15:50could just go into the settings and
15:51pick, "I want this ad to go to
15:5331-year-old moms." After the Andromeda
15:55update, Meta shifted to much broader
15:57targeting. The algorithm now decides who
16:00sees your ad based on how much more
16:02heavily on the quality of the creative
16:04itself. In plain language, the hook is
16:06now the targeting. The angle is now the
16:08audience selection. If you start the
16:10video saying, "Hey, 31-year-old moms,
16:11how's it going?" or "31-year-old moms
16:13who are busy, how's it going?" then
16:15that's who Facebook is going to show it
16:17to you. Whereas before, you could just
16:18target. You didn't even really need that
16:20call people out in the ad creative. So,
16:22if your creative speaks specifically and
16:24emotionally to one type of person, the
16:26algorithm finds more people like them.
16:28And if your creative is generic and
16:30speaks to nobody in particular, the
16:31algorithm has nothing to work with and
16:33your ad will die quietly. This is why
16:35creative strategy has exploded as a role
16:38and as a skill. Brands can no longer
16:40rely on targeting to carry mediocre
16:42creative. The creative has to do the
16:44heavy lifting, and the brands that
16:46understand this are investing heavily in
16:48the people who can make this happen. And
16:49that's the version of copywriting that
16:50is thriving in 2026. And that's what
16:53this course is going to teach you. Not
16:56exclusively, but it's going to focus on
16:59it as well. And as you saw in some of
17:01the wins over there, people are still
17:02crushing it with emails. The people are
17:03still crushing it even with landing
17:05pages and building funnels. But I've
17:07already done tons and tons and tons of
17:08videos on all of those topics. So, in
17:10this one, again, we're going to focus on
17:11creative strategy. But if you want to
17:13understand emails, if you want to
17:14understand landing pages, dude, I have
17:15so many free courses ranging from 1 hour
17:18to all the way up to 16 hour courses
17:21right here on this video. Yes, I am a
17:23little bit crazy. I have done this like
17:24nuts. I've been pumping out the most
17:26value here on YouTube by far. So, let's
17:29go a little bit deeper into what
17:30creative strategy actually is by first
17:32talking about what it is not. And most
17:33people hear the term, they picture
17:35something like someone sitting in a
17:36glass office at an ad agency wearing a
17:38turtleneck and drawing on the
17:39whiteboard. Ooh, creative strategist,
17:41they're like a graphic designer or
17:42something. That's not what it is. Let me
17:43break it down so something that a
17:4412-year-old could understand. Imagine
17:46you own a company that sells a
17:48supplement. Let's say it's a magnesium
17:50gummy that helps people sleep better.
17:52You want to run ads on Instagram and
17:53TikTok to sell it. So, you hire a video
17:55editor to film the ads and put them
17:56together. You hire someone to run the
17:58actual ad account and manage the budget.
17:59And you need someone to actually come up
18:01with the ideas for what the ads should
18:02actually say and do. The last person is
18:05the creative strategist. Not filming
18:06anything, not editing anything, you're
18:07not touching the ad account or figuring
18:10out ad budget or any of the technical
18:12stuff. Your job is to come up with the
18:13idea, the concept, the angle, the hook,
18:15and what makes people stop scrolling
18:17through cat videos at 11:00 p.m. and
18:19actually watch your ad about a magnesium
18:21gummy. You think everyone else executes.
18:24Now, let me explain what it actually
18:25looks like in a day-to-day basis. Let's
18:27say you're working with a skin care
18:29brand selling a vitamin C serum. Monday,
18:31you're researching their ads, their
18:33competitors' ads, some Amazon reviews,
18:35Reddit threads because you're doing all
18:36this persona research as well. And
18:37you're building a picture of who the
18:39customer is and what language they use
18:41to describe their problem. Tuesday,
18:42you're concepting five or six different
18:44ad ideas based on everything that you
18:46found. They have different hooks,
18:47different angles, and different
18:48emotional entry points. Wednesday, you
18:50are writing briefs. A brief is just a
18:52document that tells the video team
18:53exactly what to make and why. They have
18:55to know what visuals go along with the
18:57ad creative as well. Because not only
18:59are you making an actual hook saying,
19:02"Hey, moms out of 31." But, what does
19:04the video show? Does it show a
19:0631-year-old mom in a minivan? Because
19:09that would speak to their persona way
19:11better. But, how would the editing team
19:13know that or how would the UGC creators
19:15know that unless you specifically point
19:17it out? So, not only are you doing the
19:19scripting, but think of yourself as a
19:21director. It's like a screenplay. You
19:22have to say what's actually going on as
19:24well. Then Thursday and Friday, you're
19:26reviewing performance data. What's
19:27working? What isn't? What can be
19:29improved? That informs everything that
19:30you concept next week. Research,
19:32concept, brief, analyze, repeat. That's
19:34the whole job. I'm going to break it
19:35down and just demonstrate it in front of
19:37you here shortly, but that's what you
19:39need to know so far. Yo, what is up,
19:40everybody? It is your boy Tyson 4D and
19:41we are back yet again. And now, I want
19:44to move on to the next section.
19:46Different day, same course. Let's talk
19:47about why this is such a great
19:48opportunity in the perspective of the
19:51math, okay? Let's make sure that the
19:52math is mathing. Let's make it actually
19:54make sense because I like to not only
19:56understand the opportunity from one way,
19:59but also get multiple different
20:01perspectives on this. So, we already
20:03heard about Andromeda. We already heard
20:05about marketing and why you are
20:07responsible for the outcomes. Now, I
20:09want to talk about those specific
20:10outcomes and how the numbers actually
20:12make sense in the form of an example.
20:15So, here's the thing you need to
20:15understand about e-commerce advertising
20:17in 2026. DTC brands, which means
20:19direct-to-consumer. That basically means
20:20that they're not being sold in Walmart.
20:22They're not being sold at Target. They
20:24are being sold directly to the consumer
20:26online. That's what DTC brands means.
20:27Basically, any brand that sells a
20:28product directly to the customers online
20:30are spending more on advertising than
20:32they ever have before. We're talking
20:3350,000 a month, 200,000 a month,
20:36sometimes even millions per month as
20:37well. And here's the problem that they
20:38all have. To run ads at that level
20:41effectively, you need to constantly be
20:43testing new creative, new hooks, new
20:45angles, new concepts because ads get
20:47fatigued. The same ad that was crushing
20:496 weeks ago is now invisible because
20:51people have seen it too many times.
20:52Okay, the ad fatigue is killing the ads
20:54and they need to come up with new stuff
20:56all the time and new stuff that's better
20:58and actually works better. So, the
20:59profit margins might look like this.
21:00They might be spending $600,000 on ads,
21:03but they're making 2.4 million on those
21:06same ads that spending $600,000 on. And
21:08if that's the case, then they know,
21:09"Okay, let's scale these ads. Instead of
21:11spending 600,000, let's see if we can
21:12scale while still maintaining profit."
21:14That might look like, "Okay, instead of
21:16spending 600,000 this month, let's spend
21:18a million dollars in a month and see
21:19where it goes." And now, instead of 2.4,
21:21they're getting 3 million dollars per
21:23month just because they are scaling that
21:24one ad. Now, eventually, the
21:26relationship between what they're
21:27spending and what they're making back is
21:29going to decrease to where maybe they're
21:30spending 800,000 and only making back
21:33850,000. At that point, you know, "Okay,
21:35it's barely even really profiting. So,
21:36now it's time to refresh something, make
21:38a brand new angle." Or, maybe the
21:41profitability gets even better over
21:42time. You never really know. That's why
21:44looking at the actual numbers and the
21:46data is so important, which we will be
21:47looking at here in this video. I don't
21:49want to get too much in the weeds on
21:51data because at the end of the day, you
21:52got to get a creative strategy role
21:55before you truly, truly get to use the
21:57data. But, don't worry, we're going to
21:58be going over some examples here where
22:00actual data is going to be shown for us.
22:03So, continuing on. The other big
22:05question is, how does someone with no
22:06experience and limited time become a
22:08creative strategist? Because let's be
22:09honest, chances are you have limited
22:11time. Gosh knows that I did way back in
22:13the day. I was a carpenter. And I was
22:15also in the army as well. And on top of
22:17that, I was also a security guard doing
22:19all those jobs at once, trying to figure
22:22out, how am I going to make enough money
22:23on the side to where I can replace my
22:25main income with it? And then when I
22:26have that side hustle become my main
22:29hustle, my main income, how do I scale
22:30that? That is the main million-dollar
22:32question right there. And I was able to
22:33do it with copywriting. And here's how.
22:35So, the question I get more than any
22:37other, because I had no experience. You
22:39saw those three jobs that I had, they
22:41were not transferable skills. I know how
22:43to shoot a machine gun and clean a
22:45rifle. I know how to securely guard some
22:47stuff, and I know how to build a house.
22:49I know how to frame a house, at least.
22:51So, where does that leave me? That that
22:52leaves me as somebody who's just going
22:54to be working in the trades for their
22:55entire life. The trades aren't bad, but
22:57it just wasn't for me. It just wasn't
22:58for me. The true version starts with a
23:00story. Imagine two guitarists show up
23:03for an audition for a band. Guy one has
23:06been playing guitar for 5 years. He's
23:08got the resume. He's been in bands
23:10before. On paper, he looks like the
23:11obvious choice. Guy two has only been
23:13playing for 3 months. But, when guy two
23:17picks up the guitar, he starts playing,
23:19the whole room stops. His technique is
23:20clean, his feel is there, and he
23:22understands the song. He sounds like
23:23someone who's been doing this for years.
23:25He's absolutely shredding. Who gets the
23:26spot in the band? Especially if guy one
23:28doesn't really sound that good. It's
23:30going to be guy two. Because the band
23:31doesn't care how long you've been
23:32playing. It might be a factor. They care
23:34more about how you sound right now. Are
23:36you actually going to be a great
23:37addition to this band? Let us see what
23:40you actually have. And what you actually
23:42have is what you're going to be judged
23:44on far more than any other thing. And
23:46it's funny enough, I have an interview,
23:48which I'm going to be showing you here
23:49shortly. And in that interview, a
23:51business owner tells me the exact same
23:52thing. He owns a agency that does
23:55creatives for e-commerce brands. And he
23:57said, "I really don't put that much
23:58value on experience. Because the test
24:01project that you did is realistically
24:03what your experience, {quote} {unquote},
24:04actually is." So, creative strategy
24:07works the exact same. This is what I
24:08mean when I say experience and social
24:10proof are two completely different
24:12things. Social proof is past clients'
24:14testimonials and years on a resume. You
24:16either have it or you don't. And you
24:18can't manufacture it overnight.
24:19Experience is what you actually can do
24:22right now. And that can build starting
24:24today. The guy with 5 years who's never
24:27really studied the craft is equivalent
24:28to someone who's picked up a guitar,
24:29learned three chords, and then just
24:31played those same three chords for 5
24:32years without ever really improving. The
24:34guy with 3 months who's been obsessively
24:37studying, practicing, and getting
24:38feedback every single day has compressed
24:40what would normally take years into
24:42months. That compression is exactly
24:44what's possible with creative strategy
24:47right now. Because the tools available
24:49today, the AI workflows, the ad
24:51libraries, the research tools, mean that
24:53someone who is genuinely focused can
24:55build more real-world applicable
24:57knowledge in 30 days than someone could
24:58in a year without those tools 5 years
25:00ago. You're not starting from zero,
25:01you're starting with a better
25:02instruments than anyone who came before
25:04you ever had access to. So, the bird's
25:06eye view answer to how someone with no
25:08experience and limited time can become a
25:10creative strategist is this, what I'm
25:12about to tell you right now. You don't
25:13wait until you feel ready. You build the
25:14skill while you're going after the
25:16opportunity at the same time. You study
25:18winning ads every day. You do the work
25:20before anyone pays you to do it. You
25:22apply before you have a perfect
25:24portfolio. And you let the reps compound
25:27faster than anyone thinks is possible
25:29because you're using every tool
25:30available to you to articulate the
25:33process. The guitarist who gets the spot
25:35in the band isn't the one who practiced
25:36the longest. It's the one who's
25:37practiced the smartest. And I want to
25:39bring it all home and wrap it all in,
25:41you know, the Tyson 40 way. A man
25:42Jonathan answered somebody's question.
25:44Somebody was was asking in the 40 boot
25:46camp, my private community. They were
25:47asking, "Hey man, should I just lie
25:49about my experience?" And while you
25:51might not have said or asked the exact
25:53same thing, many many many people are
25:55going to be wondering the exact same
25:58thing. And his answer was this, "I got
25:59my first client by being honest that I
26:01didn't have a lot of experience, but I
26:02sent over my practice copy and he liked
26:04it." That's it. That's really as simple
26:05as it gets. Someone else here, a head of
26:07copywriting posted on LinkedIn. And I
26:09thought this was a very interesting
26:10post. She said, "I've probably screened
26:11a hundred or so copywriters over the
26:13last year as a hiring manager. One thing
26:15I've seen consistently is that years of
26:16experience means very little when it
26:18comes to actual skill set. I've seen
26:20career copywriters with over a decade of
26:22experience who couldn't name a single
26:23copywriting framework or clearly explain
26:25the strategy behind why they structured
26:27a landing page in a specific way. And
26:28you'll have a green conversion
26:30copywriter with maybe like two, three
26:31years of experience who's starting out
26:33with killer portfolios who can back up
26:35over 80% of the copy decisions that they
26:36made with solid strategic rationale. Mic
26:39drop. Okay?
26:41All the things that I'm telling you here
26:42is being affirmed with all the
26:44information that's also available for
26:47anybody and everybody. Now, I'll give
26:48you some examples, then I'm going to
26:49actually show you me breaking down ads
26:52live. We're going to watch the videos
26:54together. Um then we're going to be
26:55doing some test projects together. Then
26:56I'm going to be showing you some of my
26:57live interviews. Then we're going to go
26:59from there. Here's a very simple, basic,
27:01easy example, and then I'm going to
27:02apply this structure example to two
27:04different types of ads. So, let's look
27:06over it. Structure.
27:07Fear hook to start. Okay, so you What
27:09kind of hook? See, there are many
27:10different types of overarching
27:12structures, and then there are many
27:13different types of substructures. And
27:15once you've been analyzing enough ads,
27:17you will have all of this within your
27:19head already. It's almost just like
27:20learning a language. The best way to
27:22learn that language is to submerge
27:24yourself in the culture. The best way to
27:26learn French isn't to sit on Duolingo or
27:28whatever and try to study it. It's to
27:29just go to France or Quebec or whatever
27:31kind of dialect of French that you would
27:33like to learn. So, fear hook. As opposed
27:35to a promise hook, a fear hook is you
27:38could be missing out on $5,000 per year
27:42on your tax returns. That's a fear hook.
27:43A promise hook is I'm going to show you
27:46how to master the cello in 30 days and
27:49impress all your friends. That's a
27:50promise hook. And there are many, many,
27:52many different types of hooks, but a
27:53fear hook is the first one. I'm not
27:54going to spend this much time on each
27:56different part of the subject of the
27:58structure. Then we have an open loop or
27:59a big promise. So, fear hook, big
28:01promise. Then, authority intro. My name
28:03is XYZ. I've been doing this for this
28:05many years, that many that. Field
28:06alternative number one, two, and three.
28:08You've probably tried this thing, the
28:10other thing, and the other thing after
28:11that. Next is the hidden root cause. You
28:13think that the reason you can't get to
28:15sleep is because of your sleep routine,
28:17when in reality it is your pillow. It is
28:20your sleep tracking or whatever. Next is
28:22the problem mechanism. So, this is
28:24definitely one I need to explain. A
28:25mechanism is simply just a method. A
28:27unique mechanism is a unique method. So,
28:30kind of like I was talking about before,
28:31let's go back to the Let's go to an
28:33exercise example. You want to burn the
28:35most amount of calories. What are most
28:36people going to do? They're going to
28:37walk, they're going to run, they're
28:38going to get on a Peloton and start
28:40cycling. But what if there was a way
28:42that you can burn maximum calories with
28:45the least discomfort possible, but
28:47actually making it fun. Well, the way
28:49that we do this is by using those
28:52>> [laughter]
28:52>> those like bungee cords that are hooked
28:54up to your pants and you're just flying
28:56around the room. All right, editor put a
28:58clip of that up on screen right now.
28:59That is their unique mechanism. That's
29:01their unique way to get to the goal that
29:03you actually want. The reason why these
29:04unique mechanisms are so important is
29:07because it will differentiate yourself
29:09from everybody else. It will give people
29:10that actual light bulb discovery moment.
29:12Oh, this is actually what I need. A
29:15problem mechanism is what specific part
29:17is a problem that they don't think it
29:19is. So, you think everything is about
29:20your calories, all right, calories in
29:22and calories out, but that's an
29:23oversimplified version. Because if that
29:25was the case, then everybody would be um
29:28slim and have their dream body. So, if
29:31it's more than calories in and calories
29:33out, what is the actual problem behind
29:35it? The problem is the example I used
29:37last time is adherence, basically. How
29:40do you properly adhere to all this
29:42stuff? Well, you have to make it fun,
29:44you have to make it easy, and you have
29:46to make it enjoyable, and you have to
29:47make it whatever, right? That that's the
29:49unique problem mechanism. Next is the
29:51cost of inaction. Every single week you
29:54go without doing this, it becomes harder
29:56to lose weight later. Because chances
29:57are you're not just stagnant and stuck
29:59at your weight, you're probably gaining
30:01even more weight and you don't even know
30:03it. Because the weight creeps up on you
30:04so slowly that after a week you won't
30:06even gain a pound. After 2 weeks you
30:08won't even gain a pound. Then after 3
30:09weeks, you'll have gained 4 lb just like
30:11that. That's how it works. Next is the
30:13product intro. Introducing whatever the
30:15product is. This is very
30:16self-explanatory. Next is the solution
30:18mechanism. So, it uses special
30:21resistance bands technology to where
30:23normal weights only just use gravity and
30:25they're okay, but resistance makes it so
30:28that your muscle is at all times being
30:31stressed and stretched in a full range
30:33of motion and it gets harder the more
30:35you're contracting. That might be the
30:37special unique mechanism for the
30:39solution. Transformation one,
30:41short-term. Transformation two,
30:43long-term. So, in the short-term, you're
30:45going to notice better workouts and
30:46better pumps. In the long-term, you're
30:48going to notice gigantic bulging biceps
30:51that are going to rip the sleeves off of
30:52your shirts. Social proof. Here are some
30:54examples. This guy did it, that guy did
30:56it, and these guys did it, and there are
30:57these studies from Harvard that also
30:58back up the same claim. Price anchoring.
31:00And you might be thinking, "Wow, this is
31:01like a thousand bucks." No, it's only
31:03500. And then risk reversal. And if you
31:06don't like it, we'll send it back to
31:07you, zero strings attached in the first
31:09three days. Scarcity. Usually they're
31:11out of stock, but if you order right now
31:13and check, they could have it shipping
31:15to your country. Call to action. Click
31:16the link below and go watch it. Call to
31:19action is telling them what to do.
31:20Scarcity is simply just telling them why
31:24it's hard to get right now. Okay? So,
31:26there's limited time scarcity, meaning,
31:28"Oh, this is only going on for the next
31:29one week." Or scarcity in the terms of
31:31there's only a hundred left. Or they're
31:33sometimes out of stock. That's what I
31:34think. Risk reversal is just like how it
31:36sounds. Um there's risk there. They feel
31:38like, "Well, what if I get it and it
31:39doesn't work?" Fear of risk. The risk,
31:40money back guarantee, don't worry about
31:41it. Price anchoring. Oh, yes. Price
31:43anchoring is when you give them a price
31:45to anchor at. Like, "Oh, you know when
31:46you know something's like, oh, it's like
31:48seven grand." And then like, "Well, now
31:49it's six grand." Right? I just told you
31:51it was seven grand. That was the first
31:52uh price that I gave, but now I'm
31:53telling you it's six. That's always
31:54going to be better than just telling
31:55somebody it's straight up six cuz I feel
31:57as though they are getting a deal. And
31:58then the format itself. So, there are
32:00many different types of formats. This
32:01one is an authority-led VSL. So, it
32:03might be a founder UGC ad. Founder
32:07meaning the person who actually founded
32:08the company, owns the business. UGC
32:10means user-generated content. Literally
32:12just a video like one of me right now
32:14talking to you. That is a very short
32:16example of a script structure. Okay?
32:20This is the script. It's not necessarily
32:21the brief. The brief is more like you
32:23directing it. What videos and visuals
32:25are going to come up on screen? That's
32:27the brief. We're going to be talking
32:28about that a little bit later. But,
32:29that's it. You just learned how to do
32:31creative strategy. You just learned your
32:32very first structure. Um you You
32:35literally take this, like copy it, paste
32:37it somewhere, and then use it for
32:39whenever you are making ads for a
32:40product. Okay, so I just gave you a ton
32:42of like off-the-dome examples, but now I
32:44have some real examples. So, one is for
32:46a mattress brand. The fear hook. What if
32:49your mattress is the reason you wake up
32:50exhausted every single morning? Open
32:52loop. In the next 60 seconds, I'll show
32:54you why thousands of people are sleeping
32:56deeper without pills, expensive gadgets,
32:59or changing their bedtime routine.
33:01Authority intro. I'm a certified sleep
33:03coach, and I've been over the last
33:04decade helped more than 8,000 people
33:07improve their sleep quality. Build
33:08alternatives. Maybe you've tried
33:10melatonin or blackout curtains and white
33:12noise machines. Or maybe spending
33:14thousands on a luxury mattress that felt
33:16great in a showroom, but not 6 months
33:19later. Bro, so true, dude. So true. I
33:21picked the softest mattress I could.
33:23Couldn't sleep on it. Literally every
33:24night. This is a side note. When you lay
33:26on a mattress, it's completely different
33:28than when you sleep in a mattress. Cuz
33:29when you sleep in a mattress, right? If
33:31I were to sleep in a mattress with my
33:32wife, then first of all, it's both of
33:35our weight on the mattress, and we are
33:38under a blanket, so our body heat warms
33:41up the mattress, which makes it sink
33:42even more. Dude, by the time I wake up,
33:43I like got scoliosis. It's insane.
33:46Hidden root cause.
33:47This is actually a perfect ad for me.
33:48I'm I'm walking myself into it. The
33:50problem usually isn't that you can't
33:52sleep. It's that your body never reaches
33:54deep restorative sleep because your
33:56mattress isn't properly supporting your
33:58pressure points. Mm. Very unique
34:00mechanism. Problem mechanism. When your
34:02hips and shoulders sink unevenly, your
34:04muscles stay slightly engaged all night
34:07instead of fully relaxing. That means
34:09your brain keeps you waking up to
34:11reposition, even if you don't remember
34:13it. Cost of inaction. Over time, poor
34:16sleep doesn't just leave you tired. It
34:17affects your mood, recovery, focus,
34:19productivity, and even long-term health.
34:21Product intro. That's exactly why I
34:23created the Dream Rest Hybrid Mattress.
34:26Mm. Solution mechanism. Its zoned
34:28support system keeps your spine aligned
34:31while pressure-relieving memory foam
34:33cushions your joints, helping your body
34:35stay comfortable throughout the night.
34:37Transformation one short-term
34:38short-term. Most customers notice they
34:40fall asleep faster and wake up feeling
34:42more refreshed within the first week.
34:43Long-term. Over the following months,
34:46better sleep becomes your new normal,
34:48and giving you more energy, better
34:49workouts, and more productive days.
34:51Social proof. Over 25,000 customers have
34:53already switched to Dreamrest with 5,000
34:56five-star reviews praising its comfort
34:57and durability. Price anchoring. Instead
34:59of spending thousands on a luxury
35:01mattress or years of trying different
35:02sleep products, risk reversal. Try
35:04Dreamrest for 100 nights. If you don't
35:06love it, we'll pick it up and give you a
35:08full refund. Scarcity. Our current sale
35:10ends this Sunday, and inventory is
35:12limited. Call to action. Click below and
35:14see why so many people are finally
35:16getting the sleep they've been missing.
35:18Easy. You're literally just filling in
35:19the blanks. That's basically all it is,
35:20filling in the blanks. Now, you're going
35:21to need to come up with multiple of
35:23these per month, probably like 20 to 30
35:26per month per client more most likely.
35:28Like, the people I know might come up
35:30with like five to 10 creatives in total
35:32every single day, every day. So, you're
35:34going to need a lot of ideas, right? The
35:36writing is not really the hard part. The
35:38harder part is figuring out which angles
35:41and ideas and formats you want to use,
35:43and that all comes out down to research
35:45as well. There's different types of
35:47research. There is brand research, as in
35:48this research for the brand that you're
35:50currently working with or working for or
35:52writing ads for. Competitor research,
35:53where you're researching the market,
35:55your close competitors, and then also
35:56their farther out competitors. So, if
35:58it's this mattress company, their close
36:00competitor might be another mattress
36:02company. Or, a little bit farther away
36:04of a competitor might be the Aura ring
36:06that helps you with your sleep. But, a
36:08very far competitor might be Dr. Squatch
36:10deodorant, where they're not necessarily
36:12competing each other, but they also have
36:15really good ads, too. So, what ads and
36:17ideas and formats and angles can you get
36:19from there as well? And then, finally,
36:21you have persona research. Who is this
36:23ad specifically talking to? Who is it
36:26targeting? Well, it's not going to be
36:27targeting kids who are like 11 and 12
36:30because they obviously don't care that
36:32much about sleep. They sleep like babies
36:33anyways cuz they basically are babies
36:35and they don't have the money to buy a
36:36mattress, okay? We ideally want people
36:38with some disposable income, enough
36:40disposable income for a mattress. You
36:42don't want people who are, you know,
36:43completely dead broke. So, you might
36:45talk about how hard it is working a
36:46corporate job with not having enough
36:48sleep. Or if you're making a testimonial
36:51UGC ad, remember that means
36:52user-generated content ad, say something
36:54like "I'm a busy 30-year-old
36:56professional with two kids and sleep is
37:00just that much more important." Or "We
37:02just have newborn baby and sleep is the
37:05most important thing. Yet, doesn't
37:06matter how much sleep I get, I still
37:08feel like I'm extremely tired." So, who
37:09are you targeting? Just just by saying
37:11those words, you're going to be
37:13targeting the people who are going to be
37:14relate to the things that you're talking
37:16to, okay? So, that was a little bit of
37:17an aside, but still you're going to need
37:19to know a lot of these or all of these
37:20things. And I have another one. I want
37:22to show you how this one structure can
37:23be used for different things. So, here's
37:25the second one. This is the meal
37:26delivery service, the fear hook. If
37:28you're eating takeout three or four
37:29times a week, it may be costing you far
37:31more than just money. Open loop. In the
37:34next minute, I'll show you how busy
37:35professionals are eating healthier while
37:37actually spending less time thinking
37:39about food. Authority intro. "I'm a
37:41registered nutrition coach and I've
37:42helped thousands of clients simplify
37:45healthy eating without restrictive
37:47diets. Maybe you've tried meal prepping
37:49every Sunday or downloading calorie
37:51tracking apps or promising yourself
37:54you'll cook every night after work. The
37:56real problem isn't motivation, it's
37:58decision fatigue. By the time you've
38:00worked all day, your willpower is
38:02already depleted. That's why grabbing
38:04takeout feels so much easier than
38:06grocery shopping, cooking, and cleaning.
38:07Those small daily decisions add up to
38:10thousands of dollars spent on takeout
38:12and make it much harder to stay healthy
38:14long-term. That's why we built Fresh
38:16Fuel Meals. Every meal is chef-prepared,
38:19high in protein, portion controlled, and
38:21delivered directly to your door, so the
38:23healthy choice becomes the easy choice.
38:26Then the first week, you'll spend less
38:27time on cooking and wondering what to
38:28eat. Over the following months,
38:30healthier eating becomes effortless,
38:32helping you lose weight, feel more
38:34energetic, and stay consistent without
38:36relying on motivation. More than 100,000
38:38meals have already been delivered with
38:40thousands of customers saying they
38:42finally stayed consistent after years of
38:44struggling. Instead of spending $20 or
38:46$30 every time you order takeout, try
38:48your first box risk-free. If you're not
38:50satisfied, we'll make it right. This
38:52week's introductory pricing is only
38:53available while meal slots remain open.
38:56Click below to claim your first order
38:57and make healthy eating easiest part of
38:59your day. Pretty fire. And you know what
39:01I love about creative strategy is that
39:02you can pretty much always relate your
39:04personal experience and add that in here
39:07as well. So, me personally, when I tried
39:09Factor meals, right? This is the
39:11Canadian version. I don't know if they
39:12have it anywhere else, but it's the
39:13exact same thing, meal delivery service,
39:15and you just microwave them. The problem
39:17with those is they tasted all right, but
39:19the fat was insane. I hate in 2026 how
39:22every company slaps high protein on
39:25everything, but nobody understands
39:27macros, and the fat is just too much.
39:29I'm talking like 20 g of fat per meal,
39:32brother.
39:33>> [laughter]
39:33>> Yeah, it's insane. Um
39:35but and also the sodium is nuts, and
39:38they're somewhat pricey, and sometimes
39:41the stuff that you get doesn't taste
39:42very good. Sometimes you forget to set
39:44which meals you want, so then they send
39:46you the random meals, and you're sent
39:47one nasty-looking meal, but you have to
39:49eat it anyways cuz you got it. So, what
39:51else are you going to do with it? So,
39:52those are my problems. Now, the reason
39:54why I bring that up, right? Is that I
39:56can do persona research partly on
39:58myself. Now, I shouldn't just use just
39:59myself. I should at least corroborate it
40:01with other people as well. Here's the
40:03other thing. You need to be locked in
40:06with your persona. You need to know
40:08exactly
40:09what they are thinking. Let me go up and
40:11and show you why this is important. When
40:12we go to the field alternatives, if you
40:14get these wrong, or if you get how
40:15they're actually feeling themselves
40:17wrong, then they are not going to
40:19identify with your ad. It just will not
40:22happen. So, here is what you need to do.
40:25You need to understand their problem
40:26better than they do, because when you do
40:28that, they will naturally look to you
40:30for the solution. So, you need to know
40:32this spectrum. You need to know their
40:33fears. Fears is like the long-term
40:35downside. You need to know their
40:37problems and obstacles. That is like the
40:38short-term things that they're dealing
40:40with every single day that's annoying,
40:41right? The fears is like the cost of
40:43long-term inaction. Then, on that next
40:45side of the spectrum, you need to know
40:46their wants. What are the things that
40:48they wish that they could get rid of or
40:50the things that they want and can
40:51experience on a daily basis in in a
40:53short term. And then what is the
40:54long-term dreams? What is the real
40:56desire? They're able to make more money,
40:58focus more, be more present in their
41:00life, these sorts of things, okay? And
41:02being able to be hyper-specific of them,
41:04for example, maybe you've tried meal
41:06prepping. That's a specific. Maybe
41:07you've tried meal prepping every Sunday.
41:09That's hyper-specific. That's like you
41:11need to be locked in, Jim bro, to
41:12actually know that. Or downloading
41:14calorie tracking apps. Mhm. See, the
41:16vague and the overused, you might think
41:19you understand the persona, but if you
41:21say something like, "You've probably
41:22tried dieting." I mean, that's just too
41:24vague. That that's not specific enough.
41:26"You've probably tried losing weight.
41:27You step on the scale and it doesn't say
41:29what you want it to say." I mean, that
41:30sounds like a Jenny Craig ad from like
41:3220 years ago, okay? We have to be
41:34hyper-hyper locked in. When you think
41:37you know the persona, you need to do
41:38another 3 hours of research at least.
41:41When you think, "Okay, I think I got
41:42this." you need to do more. And and only
41:44then do you know. And as you make more
41:47creatives, you have to keep continuing
41:49to do the research. It never actually
41:52stops. I'll show you how to do the
41:53research and more research here. Again,
41:55all that stuff's coming. But for right
41:56now, I want to go over some copywriting
41:58and creative strategy basics and terms,
42:01okay? This is not just the copywriting
42:03basics on persuasion and technique, but
42:06also on data as well when it comes to
42:08creative strategy, because the data is
42:09going to tell you the feedback, okay?
42:11So, if you were doing email marketing,
42:13you have to look at how many opens you
42:14get. That will tell you how good your
42:15subject line is. You have to look at how
42:17many people clicked on the call to
42:19action. That will show you how great
42:21your CTA is or how persuasive the email
42:23itself was. And then, you have to track
42:25how many people actually purchased. That
42:27will tell you how good the offer and how
42:28good the landing page is converting. And
42:30then, with all of those pieces of data,
42:32you're able to infer what you can do to
42:35improve them. What is the bottleneck?
42:36Maybe
42:37everything was good, but there wasn't
42:39many people who opened. Well, how do we
42:40get those open rates up? Or a lot of
42:42people opened, and a lot of people
42:43clicked on the page, but then nobody
42:45really bought. Well, how do we fix that?
42:47Then, you understand which variables to
42:49focus on. And you're only ever going to
42:51be able to improve variables that you
42:52put all of your focused time and
42:54attention on. So, that was with email
42:55marketing, so don't worry about that.
42:56But, it's just another example. It's
42:58just a chain of events that you need to
43:01analyze and figure out how to manipulate
43:03in your desired way. So, before we go
43:05into the how, we need to make sure that
43:06we're speaking the same language.
43:07Because, when it comes to creative
43:09strategy, especially copywriting, too,
43:10there's legitimately a language barrier.
43:13Because, creative strategy has its own
43:14vocabulary. And if you walk into an
43:15interview or test project not knowing
43:17these terms, you're going to sound like
43:18someone who just showed up to the guitar
43:20audition not knowing what a chord is.
43:22So, let's go through the core ones.
43:25Simple and fast. First one is the hook.
43:27It's the first 3 seconds of an ad.
43:29There's a visual hook, meaning what is
43:30on screen? What's happening right now?
43:31Then, there is a spoken hook or a script
43:34hook. Hook has 2 seconds, like I said.
43:35Its only job is to stop people from
43:37scrolling. Stop the scroll and get them
43:38to watch. That's it. It doesn't need to
43:40sell anything. It doesn't
43:41anything. It just needs to make someone
43:43pause long enough to see what comes
43:44next. Think about how you scroll through
43:46Instagram or TikTok. You're moving fast.
43:48Something catches your eye, and your
43:49thumb stops. That's the thing that
43:51stopped your thumb, it's the hook.
43:52Everything else in the ad is irrelevant
43:54if the hook doesn't work, because nobody
43:56sees the rest. So, if your hook sucks,
43:58it doesn't matter if you have amazing
43:59rest of the ad, nobody's going to see
44:01it, and nobody really cares. Okay,
44:02ladies and gentlemen, so last time we
44:03were talking about the hook. And now,
44:05moving on with the rest of our
44:07definitions, we have
44:09the angle. And the angle is the specific
44:12lens in which you're looking at the
44:14product through. What angle are you
44:17using? Same product can have dozens,
44:19hundreds, thousands, of infinite amount
44:22of angles. Take a simple product like a
44:24water bottle. You could angle it as a
44:26productivity tool for busy
44:27professionals, or as something that
44:29helps you drink more water and lose
44:31weight, or as the sustainable
44:33alternative to plastic, or as the thing
44:36that finally makes hydration a habit.
44:39There's so many different angles that
44:41you can look at it. Right now, I want
44:42you to do a really quick exercise. Think
44:44about how many more angles that you
44:45could use for a water bottle. So, for
44:48example, you could use it as a something
44:50to just make you more healthy, something
44:52to stop yourself from getting cramps or
44:54headaches. A lot of people think that
44:56they're just random and they pop an
44:57aspirin, when in reality they're just
44:59dehydrated. Or whenever you wake up in
45:02the middle of the night, you don't want
45:03a glass of water by you because a glass
45:05of water is going to get warm and dust
45:08is all going to form in it and you never
45:09know your dog could be like licking out
45:10of it while you're sleeping. But if you
45:12have a water bottle, it stays cold and
45:14then you know that it's actually clean,
45:16right? I mean, there's an infinite
45:17amount of angles. So, you understand an
45:19angle if all that made sense to you and
45:21you can come up with more angles off the
45:23top of your head as well. Next is the
45:24brief. A brief is the document you hand
45:27the video editor and the video team and
45:29tell them exactly what to make. Now, um
45:32a lot of the times businesses are going
45:34to hire video editors that are like from
45:36second world or third world countries
45:38and that's not like necessarily a bad
45:39thing, but their comprehension and their
45:41comprehension with English might be
45:43lower. It might be harder to get the
45:45point across. You might have to make
45:46more revisions. There might be typos and
45:48things. So, you have to really, really,
45:50really be a great director and tell them
45:52exactly what is going to happen on every
45:54single second. So, it's not just a
45:56script. A strong brief includes the
45:58angle, why you chose it, the hook, and
46:00what it's designed to do, who is the
46:03target person that they are looking for,
46:05and what emotional state they're in when
46:07they see the ad, the key message, the
46:09rough script direction, and the CTA. The
46:12brief is how your thinking becomes
46:14someone else's execution. So, basically,
46:16you're handing them the entire
46:17screenplay, the entire everything, and
46:19then also some reasoning behind why,
46:22okay? That way someone can look at it be
46:23like, okay, this is their hypothesis,
46:25this is why we're testing the ad, this
46:26is who the ad is going for, this is what
46:28the actual ad's going to say, and this
46:30is what the ad is going to do and what
46:31it's going to look like. UGC. UGC stands
46:33for user-generated content. It's ads
46:35that are designed to look like organic
46:37content. You know, when you scroll
46:39through your phone, you see some person
46:40just so just so happens to be reviewing
46:42a product, or oh my gosh, guys, I was
46:43going to gatekeep this, but this is just
46:45so good. That's all UGC ads. Like a real
46:48person talking to their phone camera,
46:50not a polished brand commercial. Think
46:52someone holding up a product in their
46:53bathroom saying, okay, I've been using
46:54this for 2 weeks, and here's what
46:55happened. UGC performs incredibly well
46:57right now because it blends into the
46:59feed. It doesn't feel like an ad, and
47:01people are more likely to trust someone
47:02who looks like them than a brand talking
47:06at them. A huge portion of the brief we
47:08will be writing as a creative strategist
47:10will be the UGC style concepts. And then
47:13there's different types of variations of
47:14UGC. So, there's AI UGC. It's just like
47:17AI video of someone, right? Old people
47:18can't even tell the difference between
47:19AI and real life anyways, so you can
47:21just skip paying the UGC writer and
47:24waiting on them and trying to give them
47:25revisions, etc., and just go into Higgs
47:28Field or one of these other AI video
47:30creation tools and just do it up there.
47:32There's also founder UGC. There's also
47:34like couples UGC. So, founder UGC,
47:37mentioned it before, the founder coming
47:38on and talking about what their actual
47:40experience was building the product, why
47:42they built the product. Relationship UGC
47:44is like two people in a relationship,
47:45and they're just like, it looks like
47:47they're making very organic content.
47:48Hey, babe, what is that you have there?
47:49Oh, this is my new gummies that boost my
47:51productivity or something, right?
47:53There's There's tons of different
47:54formats that you you go about. Next is
47:55hook, right? So, we learned what a hook
47:57is, but how do you measure how good the
47:59hook is? Well, this is hook rate. Hook
48:01rate is the percentage of people who
48:02watch past the first few seconds of your
48:04ad. If your hook rate is high, your
48:06opening is stopping the scroll. If it's
48:08low, your opening or people are seeing
48:10your ad and immediately swiping past it.
48:11They don't care. This is one of the
48:12first metrics you look at when you're
48:14analyzing the performance because if
48:16your hook rate is bad, nothing else
48:17matters. Nobody is seeing the rest of
48:20the ad. Your hook rate might be just
48:21like okay. Like if it's a a 50 and you
48:23have a different one that is a 60, then
48:26you want to make sure that you try to
48:27reverse engineer. Why did this one get a
48:2960? You put that 60 on your 50. Like
48:31let's say the 50, the one with the the
48:33lower hook rate, which is still okay,
48:35but not great, got a really high ROAS.
48:36Well, a easy way to boost up that ROAS
48:38is to give it the hook rate or the hook
48:42from whatever had the best hook rate.
48:43And then that way you were meshing the
48:45ads together, right? You're you're
48:46making these inferences in order to
48:49boost the ads results. And that's
48:51exactly how you do it. I mean, it's 1 +
48:531 = 2. It's a little bit of patterns and
48:56problem-solving, but it's really not
48:58rocket science. Next is ROAS or return
49:00on ad spend or kind of like ROI
49:03basically, but ROI referring to the ad
49:05spend itself. It tells you that for
49:07every dollar a brand spends on the ad,
49:09how many dollars are they getting back?
49:10A ROAS of three means that for every $1
49:12they spend, they're making $3 back on
49:14average. A ROAS of one means that they
49:16are breaking even. Anything below one
49:18and they're losing money. Your creative
49:20directly impacts this number. Better
49:23hooks, better angles, better emotional
49:24pull all push ROAS up. Weak creative
49:27burns budget. And this is a side story.
49:29I literally trained a copywriter, right?
49:32He was just starting out. And this is
49:34before I guess we were really really
49:35pushing people to like, you know, you
49:37got to get into creative strategy, etc.
49:38So, he didn't know what ROAS was. And he
49:40got a client. So, he got a client and
49:42then he's like, "Yo, Tyson, is this a
49:440.8 ROAS? Is that good?"
49:46>> [laughter]
49:46>> Uh I had to explain what ROAS was from
49:49scratch. But the reason why I tell that
49:50is again, knowing this stuff is great.
49:51You really do need to know this stuff
49:53and this is not an excuse to just not
49:55study your stuff or think that you don't
49:57need to know any of it. But hey man,
49:59anybody will get a client. Even a broken
50:01clock is right twice a day. I mean the
50:03opportunity is out there. The
50:04opportunity is out there. He got the
50:06role because of his great attitude and
50:08not necessarily because of his, you
50:09know, crazy spectacular skills because
50:11he didn't even really know what the
50:13basis of all creative strategy really
50:15was. Next is CPA. CPA is the cost per
50:18acquisition. It tells you how much it
50:20costs to get one customer. If a product
50:22sells for 60 bucks and the CPA is $15,
50:25that brand is in great shape. If the CPA
50:27is $70, then they're losing money on
50:30every sale. Again, your creative is the
50:32lever. The better your concepts, the
50:33lower the CPA. What does that really
50:34mean? Okay, so how much money does it
50:36cost you to get a buyer on average? So
50:38if I know it costs me $40 to get a buyer
50:41and my product, my average order value
50:43is $40. So when someone goes to, you
50:46know, your ad and goes to buy something,
50:47they could buy something expensive. They
50:49could buy the whole bundle I want I want
50:5115 sticks of deodorant off rip. Or
50:53somebody might just want to dip their
50:54toes in and get one stick of deodorant.
50:56Those are going to be vastly different
50:57prices. That's what gives you your
50:59average order value. That's actually not
51:00here, but I mean still. That's what
51:01gives you your average order value. And
51:03when it's a higher ticket item like a
51:05mattress for example, that's going to
51:06cost people two, three thousand dollars
51:07most likely or even hundreds of dollars,
51:09your CPA can be much higher. And that's
51:12all right. But if it's something small
51:13like a pack of gummies, then you're
51:14going to want to obviously boost your
51:16average order value somehow. Usually by
51:18bundling things or making sure that
51:19people buy enough stuff. And then on top
51:21of that, you also have your CPA, right?
51:23Your CPA as well. So the relationship
51:25between those two pretty much gives you
51:27your return on ad spend. All right, the
51:28concept. A concept is the full idea for
51:31an ad before it gets made. It's the
51:33angle plus the hook plus the emotional
51:36pulls, the rough direction, all packaged
51:38together into something that the team
51:40can actually execute. Think of it like a
51:41movie pitch. You're not writing the
51:43whole screenplay. You're giving someone
51:45enough of the idea so that they can see
51:47exactly what you're envisioning and and
51:50go make. So, for example, if the video
51:52you're watching right now was a concept,
51:54I would say, "I want to build a brand
51:56new multi-hour long free copywriting
51:59course that's updated for the 2026
52:01ideas. And inside of it, I'm going to be
52:02giving tons of value. I'm going to be
52:04showing my full interviews as well. I'm
52:06going to be showing full live breakdowns
52:08of creative strategy ad accounts. I'm
52:10going to be doing portfolio building in
52:11front of them, etc., etc." So, that's
52:13the concept of the video. And then what
52:15you're watching right now is a whole
52:16video, okay? Um this is the obviously
52:18the slides that go with the video. So,
52:20that's different from the concept. The
52:21concept is just the idea. Next is ad
52:22fatigue. Ad fatigue is what happens when
52:24an ad has been running long enough that
52:26the audience has seen it too many times
52:28and starts ignoring it. This is why
52:29brands constantly need fresh creative.
52:31Even a winning ad has a shelf life.
52:34Eventually, it stops working not because
52:35the idea was bad or No, the idea got
52:38worse over time. It's just because
52:39people have seen it too many times,
52:41right? It's all the people who are in
52:42that niche or looking for that thing or
52:45susceptible to that marketing has
52:46already seen it. This is the core reason
52:48creative strategists have a job in the
52:49first place. The machine constantly
52:50needs to be fed new concepts or it stops
52:53producing. You can't just coast off of
52:55one great creative for the rest of time.
52:56And on top of that, you also want to
52:57find if you can eke out even better
52:59creatives because you might have a
53:01creative that's doing all right. It's
53:02doing well. But if you come up with a
53:03new idea that's a banger, you'll be able
53:05to scale it to the moon. Next is the
53:06control. The control is the best
53:08performing ad that's currently running
53:09for your brand. It's like the the
53:11baseline. It's the benchmark. Everything
53:12new you concept is being compared
53:15against the control. Your job is to beat
53:17it or find something that can eventually
53:19replace it. When you're studying a
53:21brand's ad account, the ads that have
53:22been running the longest are usually the
53:25current controls, right? You're not able
53:26to actually see what all the ROAS is and
53:29know exactly what it is. Otherwise,
53:30anybody would be able to come on and
53:32steal it and just rip off somebody's
53:33brand. But those are the ones that you
53:34want to study the most carefully because
53:35they're telling you what the market
53:37actually responds to. So, you know the
53:39numbers, you know the lingo, you have
53:42seen me talk about it for a while now,
53:44right? Maybe even coming up on an hour.
53:46And now it's time for you to actually
53:47watch me break down some creative
53:49strategy live. So, what that's going to
53:51look like is I'll be coming on here,
53:53sharing my screen. I'll actually be on a
53:55live call. So, anybody who's asking me
53:56questions on that live call, I'll be
53:58answering them there as well. So, those
54:00questions are usually going to be ones
54:01that you guys are asking, too. And I'm
54:03going to break them down in a way that
54:05I'm using all the terms and definitions
54:08that we already talked about, but I'm
54:09breaking them down you guys are able to
54:11reverse engineer exactly what I'm doing.
54:13So, you do the exact same thing that I'm
54:15doing here, you put it into your
54:16portfolio, and then people will know
54:17that you can actually do creative
54:18strategy. That's how it all works.
54:20That's how it all goes together. So,
54:21without any further ado, guys, that's
54:22what you're going to see next, and
54:24enjoy.
54:26True classics. And spoiler alert, I
54:28already looked through True classics
54:29here yesterday, so let's look at this
54:31one.
54:31>> Okay, 5' 10", 200 lb. We're going to see
54:33if the True classic shirts make me look
54:36like I'm in shape. A lot of jiggle
54:38>> Okay, so this one's good. 5' 10", 200
54:40lb, makes me look like I'm in shape. So,
54:42all he's really doing there is giving
54:43his measurements. I see a lot of
54:45clothing brands do this because when I
54:46see someone say, "Hey, I'm I'm 6' 2",
54:48200 lb, then I know it's going to fit
54:50me, and I'm like, "Oh, okay, good."
54:52Right? Th- This is that makes me feel
54:54way better that whole you telling me
54:55your height and your
54:56So good. I hate when brands are like,
54:59"Oh, yeah, here's here's the
55:00measurements." Right? 38 in around the
55:03the chest. It's like, "Dude, I don't
55:04know that."
55:05I I don't know that. Who's going to know
55:06that? So, the questions are like, "What
55:08does it do, and what are they doing
55:10right, and do it even better?" So, let
55:11me pick like one more.
55:12>> Crappy, classy, crappy, classy. Anytime
55:15you ever see high pro
55:16>> Mhm.
55:17>> If you have the dad bod problem,
55:18>> Mhm.
55:19>> I found the solution.
55:21>> Dad bod angle, okay, okay.
55:23>> So, can the True classic
55:25Notice how every celebrity
55:26>> They go with the celebrity angle a lot
55:28as well.
55:30>> My butt hasn't looked this good since I
55:31was 30.
55:33>> They go with the old guy butt, okay.
55:37My wife
55:39My wife threw out all my shirts
55:41when she found this. Okay, so we're just
55:43going to pick this one.
55:45And all I'm going to do
55:47is I'm going to go to this.
55:52I'm going to go to brand breakdown. Mhm.
55:55Current ad.
55:57I'm going to go here.
55:58I'm just going to hop in the chat
56:00and say
56:01I want you to answer this for my
56:05creative strategy
56:08My creative strategy
56:10portfolio.
56:14And then I'm going to
56:16do that
56:17and say the ad is a guy saying What was
56:23the last one we looked at?
56:25Put this on the screen, too, for you
56:26guys.
56:27The guy saying Oh, yeah, his wife
56:32His wife threw
56:34out all his old shirts
56:37after finding this shirt. So, it's going
56:40to give us some answers. Now, this stuff
56:43right here is like placeholder stuff. Um
56:46you don't want to copy and paste this
56:47directly for obvious reasons. It's going
56:49to feel very AI-generated. But, again,
56:51if you're trying to throw something
56:52together, um and you want to use your
56:54mind for this. So, primary angles,
56:55transformation, product superiority suit
56:58through social proof. I'd also put like
57:00a wife angle there as well. Creative
57:02type. So, UGC, which is user-generated
57:04content, founder size style testimonial.
57:07Hook, my wife threw out my old shirt
57:08after she found this shirt. Core
57:09messaging, the shirt is much better than
57:11every other shirt I've owned and my wife
57:13wanted me to replace my entire wardrobe
57:14with it. Um awareness level
57:17uh product aware. The viewer already
57:19understands what a shirt is and likely
57:21has frustrations with it, etc. Why it
57:23works. Some reasons why it works. Again,
57:25I would clean up this. I I wouldn't put
57:2610 different points as to why it works.
57:28It's not not really needed. And I cut
57:31this down a little bit, etc. I would do
57:33that for five different ads or so. Now
57:36I'd say, um now give me 10 short ideas
57:41of new angles for ads like this. So this
57:45is one way I would do it. The
57:47alternative way I would do it is just go
57:49back to Facebook Ads Library and search
57:51up shirts. And then this way I get to
57:54see all of the shirts that are out
57:55there. If there are other higher
57:57performing shirts ads, then I get some
57:58more ideas on this as well. Now I want
58:01to also um talk about this as well. They
58:04really want to see your angles, your
58:07angles [snorts] in your research, not
58:09just the copy. The copy is like a side
58:11skill that's like you're supposed to
58:13already have the copy. The copy is
58:14already like you're already supposed to
58:16have that down, easy, down pat. So I
58:18would come here as well and look at some
58:20of these other shirt ads and see if
58:21there's any ones that really are
58:23outliers. Now because I'm looking at a
58:25bunch of ads for shirts, dude, my
58:26Instagram's going to get blown up, blown
58:28up with ads for shirts. So I'm going to
58:30stop and I'm going to watch them all.
58:31Okay, so here's a bunch. So I might take
58:33ones that I genuinely feel are good.
58:35Then I might go out and do some more
58:36research and come back and do these.
58:38Then I would actually write out some of
58:40these ads. So I would take one of the
58:42ads and I would go back over the
58:44portfolio where it goes over
58:46some more angles. Mm. So here's the next
58:49thing. What this tells me about this ad
58:50account, you have you can't just look at
58:52ads isolated. You have to look at them
58:55in context. And in context means through
58:57the whole ad account. So what uh what
59:00are the core angles? If we're talking
59:02about the Fabletics, the core angle
59:04would be like discount, discount,
59:06discount, discount. This is luxury
59:08quality for discount pricing. That's
59:11what's like super worked for them. Next
59:12would be like you user generated content
59:14and also just static ads. Those just are
59:16killing it for them, um all of those.
59:18Core formats, yeah, UGC or founder
59:21static testimonial demonstration.
59:23Observations, what patterns do you see?
59:25Uh what seems to be working? What
59:27audience are they targeting. And this
59:28And this is the big one is missing
59:29opportunities, right? So, what things do
59:31you think what would you test next?
59:33You're not trying to really show them
59:36how you write.
59:38You're really trying to show them how
59:41you think. New concepts I test. So,
59:43these are just the angles you'd fill
59:45out. And these are just the concepts
59:48that you'd fill out.
59:49Then you make a quick mock-up. Mock-up
59:51is very simple. Um
59:53I'm going to go back here.
59:55Before and after self angle. I'm just
59:57going to use this. Copy.
59:59Make an
1:00:00AI image mock-up of this
1:00:04one for True Classic
1:00:07Tees. So, now it will generate one for
1:00:09us. Ideally, you want to be more
1:00:11specific than this, but we've got a
1:00:12couple minutes left, so I want to do
1:00:13this quickly so that I can actually show
1:00:14you what it would look like. And in this
1:00:16way, they see, "Okay, he's actually
1:00:17thinking in like photos. He's thinking
1:00:19in static images. Like he he kind of
1:00:20gets it a little bit more." Please send
1:00:21us the docs with the portfolio
1:00:22templates. Oh, you already know. Imagine
1:00:24if I didn't plus the job boards. Imagine
1:00:25if I just did it. If I just left. No
1:00:27recording either.
1:00:29>> [laughter]
1:00:30>> Oh, man. Um is it legit to reach out to
1:00:32brands that never sell or marketing
1:00:34their product through meta ads, but only
1:00:37through their website by offering
1:00:38themselves as creative strategist?
1:00:40Heck, no. Oh, this is sick.
1:00:43Dude, this literally looks like an Bro,
1:00:45this is so fire. What the heck? My wife
1:00:47threw out all my old shirts after she
1:00:49found this shirt. Perfect fit,
1:00:51incredible comfort, built to last. I
1:00:53mean, yeah, dude. I didn't even think
1:00:55that chat was that good. So, all I did
1:00:57was go to Facebook ad library and I
1:00:58looked at that I searched them up. I
1:01:00don't know. Um
1:01:02yeah, you guys get it. So, here they
1:01:04have different types of ads, okay? So, I
1:01:06guess we're going to go through some
1:01:07lingo as well because this is very
1:01:09important to know. These are called UGC
1:01:11>> For the girls in my DMs who need to poop
1:01:13and
1:01:14>> Shh. What? No. Okay, sorry. These are
1:01:16called UGC ads. These are user-generated
1:01:19content. So, what they do is they pay
1:01:20people who are like constant creators
1:01:22influencers or whatever to like review
1:01:24their product or make it into an ad.
1:01:26Thus, why you see um these people doing
1:01:29these things. This isn't like the
1:01:30business owner. This isn't anybody on
1:01:31their team. They pay these people to
1:01:33make these ads for them. And you go
1:01:35through and look at why they said what
1:01:37they said. So, this girl said something
1:01:38like this is from my girlies who can't
1:01:41who can't defecate properly. Okay, so
1:01:43what's the angle? The angle is that they
1:01:45are
1:01:46targeting people who have bowel movement
1:01:49issues. And she's she's talking very
1:01:51like Gen Z, very girly girl uh Gen Z
1:01:55talk Tik Tok slight type of
1:01:57communication.
1:01:59So, that is for a very specific a very
1:02:01specific segment of people.
1:02:03So, that's the ad broken down. Now, I'll
1:02:05give you guys an example as well. Brand
1:02:08runs. Also, you see this right down
1:02:10here?
1:02:12Made that. Obviously, I'm not a graphic
1:02:13designer. Let me zoom in here.
1:02:16But, I made this in like 2 seconds with
1:02:18Chat GPT.
1:02:20Again, this is going to put you above
1:02:21and beyond other people who are just
1:02:23sending their ideas, just sending their
1:02:25writings um because you're able to give
1:02:27mock-ups and
1:02:29this helps them really see that you are
1:02:31willing to go above and beyond. You want
1:02:32to make the static ads. You just want to
1:02:34be actually actually involved. Okay,
1:02:36yeah. So, ads breakdown. So, I found an
1:02:38ad that they had. I screenshotted it. I
1:02:40put it in here.
1:02:41So, this is the primary angle. Also, I
1:02:43use Chat Chat GPT to help me with like
1:02:45all of this
1:02:46um especially the stuff that's very
1:02:47repetitive.
1:02:48So, this is the creative state type this
1:02:51is a static offer ad. The ones where the
1:02:54Oh, yeah. So, another piece of I guess
1:02:56lingo, when it's just a picture
1:02:58it's called a static offer. Right?
1:03:00Static ad. Hook.
1:03:02Core messaging.
1:03:03What's the offer?
1:03:04What's the awareness level? So, problem
1:03:06aware {slash} solution aware.
1:03:08Why it works. My notes. However, relies
1:03:11heavily on.
1:03:12And then I go to the next one. This is a
1:03:14UGC ad.
1:03:15Uh UGC a testimonial. So, it's a guy and
1:03:17a girl actually talking, right? That's
1:03:19an interesting angle.
1:03:20More of a breakdown. I mean, I won't go
1:03:23through everything um, because it gets
1:03:24kind of repetitive. My portfolio is just
1:03:27two different variations, like two
1:03:30different brands with this. And that's
1:03:32it. And I already got I already got
1:03:33calls.
1:03:34Um, and it took me not very long. So,
1:03:36you guys can do the exact same and by
1:03:37tomorrow, you could be have applied to
1:03:4010 different uh, creative strategy
1:03:42roles.
1:03:43By the next day, you could be doing a
1:03:46creative strategy test project. By the
1:03:49next day, you could be an actual
1:03:52creative strategist. And then you can
1:03:53start applying to the gigs that are
1:03:54like, uh,
1:03:55they they want you to actually have
1:03:56experience.
1:03:57Yo, what's up, Ricardo?
1:03:59Tyson, would you say a person who know
1:04:01his way around meta ads will have an
1:04:02advantage here as a creative strategist?
1:04:04I would say yes, but not as much as
1:04:07you'd think. So, it depends on what you
1:04:09say who knows his way around meta ads
1:04:11and I'll explain why. If you're a media
1:04:13buyer, meaning you pick you're looking
1:04:15at the numbers, you're looking at the
1:04:16cost per acquisition, the cost per
1:04:17click, you're doing all the um, numbers
1:04:20fundamentals, you get to know what's
1:04:21working better and what's working not as
1:04:23well, but you don't really play with or
1:04:27make the creatives themselves, right?
1:04:29So, Jasper, for example, is a great
1:04:31creative strategist. He works for Agency
1:04:33Engineer. However, like he's not going
1:04:36to go into a business and click the ad
1:04:38targeting and things like that. So,
1:04:39yeah, it will probably give you an
1:04:40advantage, but I wouldn't say that it's
1:04:41going to be something big, right? It's
1:04:43going to be like, here's a great
1:04:44example. If you are somebody who gets
1:04:46hired
1:04:47for UGC,
1:04:48so let me show you an example.
1:04:50This girl. This girl is doing ads and
1:04:53recording the ads for the company. If
1:04:55you've done that before, right? Been
1:04:56like the actor in these ads, you'll
1:04:58probably have a pretty decent eye
1:05:00because you've done all of these before.
1:05:01So, that will give you an advantage.
1:05:03It's not a direct advantage, but it's a
1:05:04close advantage. So, I was creating the
1:05:06ads myself. Oh, sweet. Taking down
1:05:09what's not working and doubling down on
1:05:10what worked. Yeah, that's basically
1:05:11that's basically creative strategy right
1:05:13there. That's it. Creative strategy Some
1:05:16people use it in different ways. It's a
1:05:17little bit of an interchangeable title,
1:05:19but at the end of the day, most people
1:05:21who say creative strategy, they mean
1:05:22they want somebody to come on and test a
1:05:24ton of ads. One of the applications I
1:05:26was looking at said that they wanted
1:05:28people to create 50 ads per month for
1:05:30them. That's like almost two per day.
1:05:32So, you're able to test all those, see
1:05:34which ones are working, see which ones
1:05:35aren't working so well. Now, at the
1:05:37beginning of my template, actually,
1:05:38yeah. So, that's what you do. So, I'm
1:05:40going to walk you through the
1:05:41step-by-step of what I did.
1:05:42Beginning of my template or my beginning
1:05:44of my portfolio, I created a video. The
1:05:47video is very simple. Um I went and took
1:05:49a screenshot of the play
1:05:51of the of the thumbnail, and then I
1:05:53linked it in here, right here. So, in
1:05:56that way, when people click on it, they
1:05:57can go and watch the video. All I say
1:05:59is, "Hey, what's up? My name is Tyson. I
1:06:01have this much experience. These are
1:06:03some of my results before the past.
1:06:04Here's why I would be a good fit and why
1:06:06I'm looking to get into creative
1:06:07strategy. Talk to you later." That's
1:06:08basically it. That's all they need.
1:06:09That's all they care about. A little bit
1:06:10about your background. Also, side note,
1:06:12this is not going to be the best
1:06:14portfolio in the world, right? But, done
1:06:17is way better than perfect, especially
1:06:19when you're looking for your first your
1:06:20first uh gig.
1:06:22Mhm.
1:06:23New concepts I test, breakdowns,
1:06:24breakdowns. That's it. That's it. So,
1:06:26now you have put your portfolio down.
1:06:27Your resume {slash} CV. Most of them are
1:06:29going to ask you for your resume {slash}
1:06:31CV. If they say CV, what they mean is a
1:06:32resume. Now, if your resume is basically
1:06:35blank, then don't even worry about this.
1:06:37Just don't even send it in or send in
1:06:38like a cover letter. Now, I have two
1:06:40cover letter examples right here. Um
1:06:42they're old ones, so don't
1:06:44don't judge the guys cuz they're
1:06:46ex-40C I students or 40C I students in
1:06:48general. So, we got Maxude, and then we
1:06:50have Andre. Right, these are their, I
1:06:53guess, old cover letters. So, pretty
1:06:56straightforward. This is in Canva,
1:06:58right? So, you don't have to be a
1:06:58graphic designer. The idea of a cover
1:07:01cover letter is this: In one page, you
1:07:04show them your top sales. Right, your
1:07:06like your top top pieces of you selling
1:07:09yourself. So, some of the clients he's
1:07:11worked with, some of about him,
1:07:12portfolio link, social links,
1:07:15top skills.
1:07:16Mhm.
1:07:18Yeah, you get the point. And Max
1:07:19basically did something similar. Um you
1:07:21can go on Canva and find a template for
1:07:23this sort of thing. The, you know,
1:07:25just the just the layout, that's what it
1:07:27is. The layout. So, his kind of looks
1:07:28like this, has some color in it. His
1:07:30more like black and white, more
1:07:31professional-looking, but still they
1:07:32both work. Wait, why does he have
1:07:34multiple pages here? It's supposed to be
1:07:36one like one thing.
1:07:37Anyways, I would make it just one one
1:07:38page. Yeah, you guys get the point. So,
1:07:40that's it. You have your portfolio, you
1:07:42have your resume. If you don't have a
1:07:43resume, then don't put your resume. And
1:07:45then you have your cover letter. That's
1:07:47it. That's all I had.
1:07:49>> [laughter]
1:07:50>> That is all I had. Now, as a side note,
1:07:52actually, some of the applications are
1:07:54going to be kind of like test project-y,
1:07:57if that makes sense. Some of the
1:07:59applications in the application process
1:08:01will ask you, "If you were in this exact
1:08:03situation, what would you do?" Um I'd
1:08:05love to actually bring one up. I have an
1:08:07example. Man, I have these test projects
1:08:09anyways that will kind of talk about the
1:08:11idea. David, I'm curious, how many
1:08:13What's the rate of test projects to
1:08:16closes? So, for example, "Oh, I usually
1:08:18have to do like 10 test projects before
1:08:20I actually close." versus "Oh, yeah, I
1:08:22usually only have to do like two test
1:08:24projects and then one of those actually
1:08:25closes." The reason why I asked him that
1:08:27is because [clears throat]
1:08:29David's told me before some of the test
1:08:31projects in the interview processes get
1:08:33sweaty, right? And what I mean by sweaty
1:08:35is like you're you're there's like four
1:08:37other people or five other people who
1:08:39are all like going hard. They're all
1:08:41showing that they're hungry and doing
1:08:42the most and doing extra on the test
1:08:45projects. So, you want to keep that in
1:08:48mind. Keep that in mind while you're
1:08:49going that you're actually in a
1:08:50competition. But, competition is
1:08:52amazing, that's why we're here. Helps us
1:08:53get better.
1:08:54>> Um yeah, um for an exact number wouldn't
1:08:57like I don't know 100%, but
1:09:01>> [clears throat]
1:09:01>> let's say let's say you book 10 Like if
1:09:05you could get 10 interviews, you're like
1:09:08you're guaranteed to close at least one
1:09:09of them if you
1:09:11like competent on the actual interview.
1:09:14And then on the actual test project
1:09:16because like um
1:09:18the interviews where they do majority of
1:09:20the filtering, they'll ask you
1:09:22like how you use AI, how you like come
1:09:24up with personas, how you look at the ad
1:09:26account, how you look at like the
1:09:28structure of the ad account, what
1:09:29metrics you look at. So like they do a
1:09:31lot of the filtering in the actual
1:09:33interview. So if you get a test project
1:09:35and you do good on that test project,
1:09:36then they'll more than likely onboard
1:09:38you.
1:09:39>> Mhm. Fire. Yeah, I like it. Bro
1:09:41basically said 100%.
1:09:43So the reason why Yeah, this is fire
1:09:45because compare this to outreach. Dude,
1:09:48like I don't know about you guys, but
1:09:51I've outreached before, especially when
1:09:53I first starting out, for like weeks and
1:09:55months and not even to get a nice reply.
1:09:57I got replies, but they weren't so nice.
1:10:00Um versus, right, you're going to be
1:10:02getting test projects
1:10:04probably every day, every couple days,
1:10:06interviews like maybe once a week or
1:10:09once every 2 weeks or so.
1:10:11Um then you're just going to be getting
1:10:13a lot more looks at least. And now
1:10:16kind of like David was saying, now that
1:10:17you understand and you really know their
1:10:21hiring process better, you know what
1:10:22they're looking for better,
1:10:24every interview you get, you get better.
1:10:26You get more hireable. You get more
1:10:27desirable. People look at you more
1:10:29often. So it's really good.
1:10:32Mhm.
1:10:33I hate outreach. Yeah. Yeah, that makes
1:10:35all of us. Um
1:10:37What is this?
1:10:38Ah, yes. Okay.
1:10:40Um let's go through some of these test
1:10:42projects.
1:10:43So here's a test project.
1:10:44Now, the reason why I showed this
1:10:46specifically and want to go deeper in
1:10:47this is because this is what they're
1:10:48looking for, right? They're not looking
1:10:49necessarily at your writing. Writing is
1:10:52a part of it, but they want to know your
1:10:53ideas and how you think. Because coming
1:10:56up with a really, really great angle for
1:10:58like David was saying, like a new
1:10:59persona or something,
1:11:01and being able to really lock that in,
1:11:03that is hyper, hyper valuable to them.
1:11:05That unlocks like a whole new portion of
1:11:07the market, whole new segment for them
1:11:09that they can market to and get money
1:11:10from.
1:11:11So, on the situation,
1:11:13you're in charge of creatives for a new
1:11:15lymph and
1:11:17I can't even speak. Lymphatic drainage
1:11:19drops offer. Hmm.
1:11:21The two dominant competitors in this
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1:11:25and Sculptique. Both are doing millions
1:11:28per month, primarily through Meta.
1:11:30Below are the supplement facts for the
1:11:32product. This is it. Oh, deliverables.
1:11:34Oh, what that's going on?
1:11:37All right. All right.
1:11:38Readjusting.
1:11:39All right.
1:11:41This is messing up. Let's go like that.
1:11:42Deliverables. One is competitive
1:11:44analysis. Go through Lymphoria and
1:11:46Sculptique's Meta ad libraries. Break
1:11:49down what's working, the ad formats, the
1:11:51angles, and the audiences.
1:11:53Two is the creative launch plan.
1:11:56Build a creative launch plan for the
1:11:58first few months.
1:12:00With creatives,
1:12:02like what creatives are we launching?
1:12:04What are your assumptions, and what are
1:12:06we looking to learn? And what's the
1:12:08customer
1:12:09demo we're targeting with each main
1:12:12test. Uh
1:12:13the customer demographic. Like it. And
1:12:15finally, this is two ad scripts. With
1:12:17two production-ready Sorry, write two
1:12:19production-ready scripts targeting
1:12:21different audiences using different
1:12:23creative structures. Include three hook
1:12:26options for each. Be straightforward. A
1:12:29loom walking through all of it, explain
1:12:31your thinking, insights you gathered,
1:12:33and your thought process behind it all.
1:12:34It's like everything here.
1:12:36This is like the equivalent of one free
1:12:38value project. He's like, you're out
1:12:40reaching like crazy. Someone's like,
1:12:42"Yeah, sure. I'll look at your free
1:12:43value." You do all this, and then
1:12:45they're like, "Nah." Anyways, when it
1:12:47comes to
1:12:49when it comes to outreach. So, honestly,
1:12:51yeah. There There's a test project. So,
1:12:53this is a phase two email I got saying
1:12:55yeah, let's do another phase. Let's do a
1:12:57test project. Please make a copy so you
1:12:59can edit your own file. We want you to
1:13:01analyze emotion report, identify
1:13:04insights, and suggest new creative ideas
1:13:07based on the insights. The new creative
1:13:09ideas can be a mix of iterations and new
1:13:11ideas, but based on the data {slash}
1:13:14insights, we want you to look at data,
1:13:17the visuals, the messaging, et cetera,
1:13:19and be numbers focused. So, this one is
1:13:22a more numbers-focused one. Interesting.
1:13:25Fire.
1:13:26What What does it say? This came out
1:13:29press by J Explains eCom terminology and
1:13:31other cool things. That's pretty sick.
1:13:34Yeah, if you guys haven't seen like
1:13:35pretty much all of that ain't J. That
1:13:38looks like uh prehistoric J. I don't
1:13:41know why he looks like a caveman there.
1:13:42AI went crazy. J's lives that he does in
1:13:46the boot camp, crazy value for anybody
1:13:48who is looking into any creative
1:13:50strategy stuff.
1:13:51Must watch it. Review Oh, why is the
1:13:54chat going crazy? Metrics and sheet.
1:13:56Yeah, with Claude skill included. Yeah,
1:13:58I think his Claude skill was for
1:13:59research, right?
1:14:01I don't know which other Claude skills
1:14:02he did, but
1:14:04All right, please make a copy so you can
1:14:05edit your own file. Very very very very
1:14:06right. Review a video edit and provide
1:14:08specific feedback to make it better.
1:14:10Create one storyboard for a new video
1:14:12ad. Interesting. One storyboard for new
1:14:14video ad uh you'd make for the brand
1:14:17based on
1:14:19the above.
1:14:21Ad account analysis,
1:14:23insights. Okay, so basically just fill
1:14:24this out.
1:14:25Then video feedback,
1:14:27video storyboard. Uh okay, that's what
1:14:30he means. So, video storyboard, pretty
1:14:32self-explanatory.
1:14:34Mhm. Mhm.
1:14:35I'll do these and then actually uh show
1:14:38you guys this as well. And I'm actually
1:14:39going to send it to you. I'm going to
1:14:41send it to you guys
1:14:42because
1:14:44what this can do as well, this can be
1:14:45easily used in your portfolio.
1:14:48Easily used in your portfolio.
1:14:50So, if you're wondering where to start,
1:14:53bro, you you already have
1:14:55your uh you already have your start.
1:14:58Fill out these
1:14:59and the portfolio that I sent you
1:15:02in that template,
1:15:03bro, you're you're you're golden. You're
1:15:05golden. Uh this is a must do. Here's my
1:15:08challenge to you guys.
1:15:09Today is June 3rd, Wednesday, June 3rd.
1:15:13There's a Friday. By Friday,
1:15:15you should be applying. You should be up
1:15:17and running. No excuse. Friday is so so
1:15:20generous. For You could literally goon
1:15:22for the rest of today,
1:15:24goon for half of tomorrow, and you could
1:15:26still
1:15:27you could still be done by Friday.
1:15:30So, by Friday, you're applying to
1:15:32creative strategy positions. All you
1:15:34need to do um
1:15:36I I don't I'm not even going to do a
1:15:37tutorial for it. Go on LinkedIn, search
1:15:38up creative strategy or creative
1:15:40strategist, you'll find a ton.
1:15:43Go do that.
1:15:45And by honestly by early July, I I'd be
1:15:49I'd be genuinely surprised if you didn't
1:15:50have something already.
1:15:52Whether that be like at least some test
1:15:54projects and at most some actual deals.
1:15:57Now, for the people who don't have any
1:15:59experience, right? A little word of
1:16:01advice.
1:16:02Or or you have very little experience
1:16:03and you think that experience is just
1:16:05going to be something that holds you
1:16:06back a little bit, very very easy thing
1:16:08you can do, especially if you're
1:16:09starting from scratch scratch, where you
1:16:10don't want to say like, "Yeah, I've
1:16:11worked with nobody. I've done nothing at
1:16:13all." What you can do is find somebody
1:16:15else, right? There's lots of guys inside
1:16:17of 40 C I who have already written copy
1:16:20for certain people, right? So,
1:16:23if they already have clients,
1:16:25they they're already working with a
1:16:26seven-figure e-com business or they
1:16:27already working with a a seven-figure
1:16:29agency owner or whatever it is.
1:16:32Go to them and just ask them, "Hey, man,
1:16:33can I do like
1:16:34one week's worth of of projects for you?
1:16:38You don't even have to pay me or maybe
1:16:40we'll do like a $300 deal, something
1:16:41simple, really small.
1:16:43And then you can just add that
1:16:45experience to your portfolio. You've
1:16:47worked with said brand. You have created
1:16:50ad creatives. You've made ad creatives
1:16:52for XYZ brand. You've actually performed
1:16:54before.
1:16:55That way at least you can get something,
1:16:57right?
1:16:58At the beginning it always feels like,
1:17:00"Oh man, everybody else has all this
1:17:01experience. Everybody has all this
1:17:02whatever whatever."
1:17:04Everybody's doing the same thing, right?
1:17:06Which is figuring out what is the best
1:17:08way to showcase
1:17:10probably small amount of social proof
1:17:12that they do have.
1:17:13So everybody has an ability to get
1:17:15something under the belt. There's even a
1:17:17lot of guys, straight up, like I was I
1:17:19was showing you guys one of them.
1:17:21Who
1:17:22they are literally looking for a
1:17:24beginner creative strategist. Where is
1:17:26this? Client spend over a million
1:17:28dollars a month testing direct response
1:17:29ads. We're looking for someone obsessed
1:17:30with understanding why ads work. And the
1:17:33pay is 3 to 4K per month. I wanted to
1:17:35open up the application, but you guys
1:17:37should go apply to that one as well. But
1:17:38yeah, that's what I would do. That's all
1:17:40I need to do. I think you guys have it.
1:17:42Is there any questions before I let you
1:17:44guys absolutely tear that apart?
1:17:46>> I would ask one situation-specific
1:17:49question.
1:17:51Cuz I I have the small problem when it
1:17:54comes to the platform to apply on, that
1:17:57I've been doing Upwork for I think about
1:17:59a month now, and I've also gotten on
1:18:01some interviews. But now the problem is
1:18:03that I have realized because nobody told
1:18:05me that, so somehow Luca knew that, but
1:18:07Ammar at least hasn't told me that you
1:18:10can't get paid without the verifying
1:18:12your identity, and obviously that's a
1:18:13bit bad on Upwork because of my age.
1:18:16So I'm uh
1:18:18Ammar said I could maybe do an account
1:18:20in the name of my parents, but
1:18:23I don't see the point of looking like my
1:18:25mom, and then coming on a call. I think
1:18:27it will just be awkward and awkward and
1:18:29really weird.
1:18:30So I just wanted to know
1:18:32if I should somehow restructure Upwork,
1:18:34or if I should switch for applications
1:18:37to LinkedIn, and then also some advice
1:18:39on how to set that up because I know how
1:18:41to do applications. I would also
1:18:44I've also written a couple of
1:18:45applications for creative strategy,
1:18:47created ads.
1:18:48I've gone through the master classes
1:18:49from Luca on
1:18:51media buying for example and stuff so
1:18:53I'm ready to do that. I'm just not
1:18:55knowing what to focus on now and what to
1:18:57actually do.
1:18:58>> Yeah, yeah, there's a couple ways that
1:19:00we can go. So,
1:19:02how would I want to do this? Well, I'm
1:19:04pretty sure when Armash says use your
1:19:07parents identity, what you can do and
1:19:10don't quote me on this cuz I'm not 100%
1:19:12sure, but there is a workaround where
1:19:13you can just use their name in the back
1:19:15end, meaning when you sign in your
1:19:17account, you can privately put your name
1:19:19as Sasha
1:19:21Sasha Docs or whatever your mom's name
1:19:24is. Um, and you just do it that way, but
1:19:26you can still use your own photo, your
1:19:27own picture, your own ID. Uh, do you
1:19:29turn 18 like anytime soon? Is 18 the age
1:19:32range?
1:19:33>> Yeah, so I've researched a bit with
1:19:36and I think they are at least that
1:19:38that's what the official site says. I'm
1:19:41not sure how serious they are about it,
1:19:43but that they are at least comparing the
1:19:45date of birth.
1:19:47>> Mhm.
1:19:47>> So, I would have to write with their
1:19:48support to change my date of birth to
1:19:51like a 50-year-old or something which is
1:19:53like the age of my mom and then they are
1:19:55also scanning the profile picture with
1:19:58the picture on your idea.
1:20:00>> Oh, yeah.
1:20:01Well, then in that case, it might be
1:20:03best to you can try to keep going,
1:20:06right? And find somebody who wants to
1:20:07hire you through Upwork and then if you
1:20:09hit that
1:20:11barrier, kind of go through there. So,
1:20:14you might get paid off of Upwork. I know
1:20:15that's kind of a no-no, but that's kind
1:20:17of like a
1:20:18a piece of an option, but you can also
1:20:20just go hard on LinkedIn like we were
1:20:22talking about as well.
1:20:23That way you don't even have to worry
1:20:25about any of those things and Upwork is
1:20:27good, uh, especially good to start, but
1:20:30it has its issues like that. It has its
1:20:31issues like somebody can give you a bad
1:20:34review because they were like a
1:20:35nightmare client and now it's like, you
1:20:37know, you're back at square one.
1:20:39Um there's so many so many different
1:20:40examples. So yeah, you don't you don't
1:20:42need it. I would say the next thing that
1:20:43you could do is just do the whole
1:20:45creative strategy thing and all the
1:20:47stuff you've done on Upwork is actually
1:20:48going to really help you there. Um you
1:20:50can even create a LinkedIn profile. I
1:20:51would probably recommend that for you as
1:20:53well. Put some of the things you've
1:20:55already written about on there. Some of
1:20:57the things that are on your Upwork, just
1:20:59migrate them over to LinkedIn um and
1:21:01just go that way.
1:21:01>> Okay. So you would just say that I
1:21:03should talk with Armash and essentially
1:21:04switch my account from Upwork to
1:21:06LinkedIn and then just go all in on
1:21:08LinkedIn.
1:21:09>> Yeah, yeah, exactly. And consult with
1:21:10Armash because I don't know of many
1:21:12people who ran into the whole age
1:21:13barrier thing and then found a way
1:21:15around it. Like obviously you can
1:21:17bamboozle it in order to, you know, make
1:21:20your parent But then at that point
1:21:21you're literally just going against the
1:21:23terms of service and it might not be it
1:21:26might not be the juice there might not
1:21:27be worth the squeeze, right? Where it
1:21:29comes to
1:21:30uh LinkedIn applications. Also, not even
1:21:32just LinkedIn, there's also other job
1:21:33boards and things that you can go on. Um
1:21:35but yeah, I'd say probably just make the
1:21:37switch would be the best thing to do,
1:21:38especially like shortly, right? So if
1:21:40you can't figure it out today on Upwork,
1:21:41for example, I'd just head over to
1:21:43LinkedIn and just go there.
1:21:44>> Okay. So then I will uh probably try to
1:21:47get on call with Armash and then try it
1:21:49and then do the creative strategy thing
1:21:51there.
1:21:52>> Yeah, yeah, exactly. Even if you just
1:21:53want to send him a message, he'll
1:21:54probably be around. I found an ad
1:21:55account that I really liked. I watched
1:21:56an ad from them that was really fire and
1:21:58so I wanted to break down some of their
1:21:59ads right here. And I wanted to break it
1:22:01down in a way where I'm kind of showing
1:22:03you what it would look like if I was
1:22:06going to put this into my portfolio cuz
1:22:09a lot of people are actually getting
1:22:10stuck on this step. Not only are they
1:22:12getting stuck on this step, but they're
1:22:13kind of mm doing this step, I'd say,
1:22:16wrong or just not in the best way,
1:22:18right? So I think going through this
1:22:19real quick
1:22:20um and kind of showing you guys how I
1:22:22would go about it would be very powerful
1:22:24and good. Carpe so go to it generally
1:22:25some of the most creative angles and
1:22:27formats ever. Yeah, really though,
1:22:29especially format-wise. Like format-wise
1:22:30is is pretty nasty. What's up uh Mr.
1:22:33Mara M? It's uh Mark, right? Yeah, yeah,
1:22:35I think so.
1:22:36Or Americ. I don't know what you like to
1:22:37go by my my friend. Um yeah, we're going
1:22:39to keep talking. Um so, brand name
1:22:41insights. Okay, so you guys get the
1:22:42point. I'm going to go like this and I'm
1:22:44going to split [snorts] them. I think I
1:22:45think what would be a great exercise is
1:22:46if you guys want some homework, is go to
1:22:48the portfolio um example that I gave you
1:22:51guys and just go through all of those
1:22:53brands and watch all of their ads. Um it
1:22:56seems like oh my gosh, that's a lot, but
1:22:57literally like going to every single one
1:22:59of these, it's over here, going to every
1:23:02single one of these and watching like
1:23:04maybe five of each of their ads. Or
1:23:06obviously you want to break it up.
1:23:07Otherwise, you'd be doing this for like
1:23:0848 hours straight. Break it up. Do like
1:23:11one from each
1:23:13category maybe, or one from a couple
1:23:15categories per day, whatever you want to
1:23:16do. Right? Switch it up a little bit.
1:23:18Analyze all of these. Um and you're
1:23:20going to get a really good at least a
1:23:21really good baseline. All right, here we
1:23:22go. Or I watched one ad where I was
1:23:24like, okay, these guys are fire. I need
1:23:25to I need to look this up. And my man
1:23:27Ethan can corroborate with me
1:23:29that these are fire.
1:23:30Uh what was the one that I watched
1:23:32earlier? I think it was this one.
1:23:34>> Every time I've worn sandalwood
1:23:36>> Yeah, yeah, yeah.
1:23:37This one has to be it has to be a a
1:23:38mandatory watch. And also, if you guys
1:23:40have any questions, comments, or
1:23:41concerns, or anything to add in the
1:23:42chat, please feel free. Also, if you
1:23:44guys have anything to review as well,
1:23:46feel free to uh drop that in there. Uh
1:23:48if not though, I would did want to go at
1:23:49least go over some of these. So, uh
1:23:52let's go through them. Um
1:23:53I wish there was like a medium-size
1:23:55format. Like I can either do
1:23:57like small as heck or Okay, let's do
1:23:59this. Okay, this is exactly what I
1:24:00wanted pretty much. And then honestly,
1:24:01we'll go like we'll go like this.
1:24:03>> Every time I've worn sandalwood, a girl
1:24:05says you smell really really good.
1:24:08>> Mm. So, honestly, format
1:24:11being street interviews so far. I've
1:24:13never seen it before, but if you really
1:24:15think about it, over the last year, what
1:24:16is one of the most common and crazy
1:24:18looking uh formats that we've seen? What
1:24:20about the uh the Hawk Tuah girl? You
1:24:22remember that? That is one example of uh
1:24:25just us seeing something that is
1:24:27>> [laughter]
1:24:28>> it kind of hops off the trend. It hops
1:24:30on the trend.
1:24:31The trend is is utilized here. So the
1:24:34format street interview so it's great
1:24:37format that's already proven
1:24:41viral
1:24:43and funny. I've seen in applications as
1:24:45well as a side note. I've seen in
1:24:47applications they sometimes say things
1:24:49as open ended as
1:24:51share with us a one of your favorite ads
1:24:55and break it down for us. Well let's
1:24:56call going to creative strategy launch
1:24:58pad to rewatch it.
1:25:00It will be recorded and it will probably
1:25:02end up in launch pad probably this part
1:25:04because
1:25:05people are asking for a example of the
1:25:07whole breakdown thing. So that's what
1:25:09I'm doing here. So the step number one I
1:25:11guess you could call it is I'm just
1:25:12gathering up the insights. These are all
1:25:14the things that I see that I notice not
1:25:16really in any order. The reason why I
1:25:18like to put like a brain dump thought
1:25:20first is because
1:25:22that's just the best way in my opinion.
1:25:24Best way and then you can kind of clean
1:25:25it up later. So let's let's continue.
1:25:27Hook is also pretty fire.
1:25:29Hook is very common as well. Every time
1:25:31I see every time I I get smelled
1:25:35wearing
1:25:37sandalwood
1:25:38the ladies go crazy pretty much.
1:25:42That's pretty much the uh
1:25:44snaggletooth sandalwood.
1:25:46>> You wear Carpe? You got to smell? Yeah
1:25:48yeah get a little smell. I smell it's
1:25:49powder. But when I wear this in the
1:25:50morning there's nothing. YOU'RE RIGHT.
1:25:52ANY OTHER DEODORANT out there literally
1:25:54sucks. Carpe for the win. If you want to
1:25:55be fresh clean all night Carpe is the
1:25:57way to go. Buy it on Amazon right now.
1:26:00Or click the link below to get it for
1:26:0156% off on our website. 56? Carpe is a
1:26:04quick drying lotion that stops odor and
1:26:06sweat. And unlike some deodorants that
1:26:07smell cheap Carpe uses premium
1:26:09fragrances. Are you THE CARPE GUY? YES.
1:26:11HOLY I'M not wearing it. No. I don't
1:26:13wear it but I need to wear it. Wait you
1:26:15wear
1:26:15>> Dude, are you the Carpe Guy?
1:26:20Now, the reason why that's significant
1:26:22is cuz founder, right? This guy's like
1:26:24100% going off of uh
1:26:27like the founder fame, where it's like,
1:26:29"Oh my gosh, are you the Carpe Guy?"
1:26:31It's like It's like Russell Brunson and
1:26:33um ClickFunnels. It's like, "Oh my gosh,
1:26:35are you Russell Brunson from Funnel
1:26:36Hacking?" Having that little like
1:26:38celebrity factor in there, very very uh
1:26:41Thomas is genuine madness.
1:26:42Really fire. Lucas' idea, my G. Yeah.
1:26:45Honestly, freaking Thomas is the most
1:26:47like civilized citizen of all 40s. Yeah,
1:26:49I don't know how he's the number one
1:26:51degenerate. Maybe there's something that
1:26:52went on behind the scenes.
1:26:53>> Carpe?
1:26:54>> No way. Can I smell?
1:26:55>> That's clean sport. That smells amazing.
1:26:57>> It makes me feel amazing because I can
1:26:59wear light-colored shirts without
1:27:01sweating through.
1:27:02>> Bro, that's actually crazy.
1:27:04Light-colored
1:27:07shirts
1:27:08without smelling
1:27:10through.
1:27:11That right there, I'm not even joking.
1:27:12So, it That does a couple things. One, I
1:27:15was like, "Wow, I kind of broke my
1:27:16brain." She said, "I can wear
1:27:18light-colored shirts without without
1:27:20sweating through." I literally have had
1:27:22this problem for my whole entire life.
1:27:23And you know what? I'm actually going to
1:27:24probably expose myself big time here.
1:27:28Yeah, it's already starting. I've had
1:27:29this shirt on for like a good 15
1:27:31minutes, but I can't wear any
1:27:33light-colored shirts. Cannot wear any
1:27:35light-colored shirts. I've ever noticed
1:27:36Sometimes I'll wear like light-colored
1:27:38shirts here on on the camera and stuff
1:27:40because nobody really sees, but out like
1:27:42I never wear anything unless it's a
1:27:44black shirt every single time for this
1:27:46specific reason all the time. So, the
1:27:48fact that they I've never heard anybody
1:27:50else ever in my own life ever express
1:27:52this same problem.
1:27:55So, now right there, when I As soon as I
1:27:57saw this actual one ad,
1:27:59I was like, "You know what, man?
1:28:00>> [laughter]
1:28:01>> I might have to get me some Carpe." You
1:28:03know You know the ads you're looking at
1:28:04are crazy when you literally are just
1:28:06like breaking down their ads and you're
1:28:08like, "Okay, I actually have to buy it."
1:28:10So, what would we call this? We would
1:28:12call this
1:28:13um very
1:28:15hyper
1:28:16relatable
1:28:18and hyper
1:28:20specific
1:28:22problem
1:28:23call out
1:28:24and solution.
1:28:30Not can we take a selfie. Oh, that's
1:28:32insane.
1:28:36Bro is a bro is a armpit celebrity.
1:28:38Let's go.
1:28:44I spent $80 on Carpe, too.
1:29:04Mm, okay. So, now my next move for what
1:29:07I'm going to do is this. I'm going to
1:29:09describe what I just seen into chat. I'm
1:29:11going to describe what I just seen into
1:29:12chat and format it how I want. So, we're
1:29:16going to go over here
1:29:17and I'm going to say it. So, I just
1:29:19watched these this one ad from
1:29:22a deodorant brand called Carpe and I
1:29:26want you to help me create a structured
1:29:28breakdown of it. I'm going to give you
1:29:30some notes and things about the actual
1:29:32ad itself. But, essentially what the ad
1:29:33was was a
1:29:36nighttime street interview style where
1:29:39the founder is going up to other people
1:29:42and
1:29:43talking to them in the mic. They are
1:29:46greeting him as if he were a celebrity
1:29:48and everybody knows him. He's getting
1:29:49people's testimonials. Everyone's saying
1:29:51how great Carpe is. It feels very
1:29:53natural and it does a really great job
1:29:56at disguising itself as content instead
1:29:58of an ad. Here are some more notes and
1:30:01here's the format in which I want you to
1:30:03break down this ad with me. So, a couple
1:30:06of things here, right? We're not using
1:30:07AI to just think for us. We're only
1:30:09using it really
1:30:11to
1:30:12to kind of What's the word? To format.
1:30:15Yeah, to format.
1:30:16And then also, we're going to make it
1:30:18not sound like AI.
1:30:19Bam.
1:30:21Okay, so here's what I would make. This
1:30:22is why it took me a weekend to get the
1:30:24to get some interviews already booked. A
1:30:26W Glaze angle for this ad. Literally,
1:30:29isn't this insane? This little blonde
1:30:31chick, I think she was blonde. I don't
1:30:32really remember. Okay, you know, she's
1:30:33completely not blonde at all. But she's
1:30:35acting blonde.
1:30:37Just [clears throat] kidding. I didn't
1:30:38mean to say that aloud. Um but you get
1:30:39the point, right? This uh young lady is
1:30:41like, "Oh my gosh, you're a celebrity.
1:30:43Can I take a Can I take a" She's
1:30:45basically doing tricks on it. It's
1:30:46insane.
1:30:47Um primary angle, social proof through
1:30:49cultural relevance. Hm, okay, I mess
1:30:51with it. So, I'm basically just going to
1:30:53take all this and copy it and then and
1:30:56then kind of play with it afterwards. My
1:30:58notes, smart psychological trigger
1:31:00triggers. No, no, no, no. This is
1:31:02This is too much fluff.
1:31:06Only
1:31:08use the
1:31:10format
1:31:11that I gave you.
1:31:13Don't add any
1:31:16extra stuff.
1:31:18Come on, Chad. You're making it fluffy.
1:31:20All right, let's let's find our next
1:31:21victim of an ad.
1:31:23But that one was pretty good, right?
1:31:24Honestly, if I were to personally
1:31:27personally rate that ad out of 10, I I
1:31:29would definitely give it like a
1:31:31like an eight or a nine. I would put
1:31:32that line about being able to wear light
1:31:33clothes like some of the hyper specific
1:31:35hyper specific stuff like earlier, but
1:31:37still.
1:31:38That's just me though.
1:31:39Uh let's do This is like a UGC looking
1:31:42one. Let's do this one.
1:31:43>> I keep saying this. Do
1:31:45>> Woah.
1:31:47Okay.
1:31:49Let me see what that does. Ad breakdown,
1:31:50current ad. Okay, perfect. Now it
1:31:52actually did it right.
1:31:54So, I'm going to copy that and I'm going
1:31:55to put it over to my insights here.
1:31:58Right? Yeah.
1:32:00So, current ad analysis. So, I'm going
1:32:02to replace my insights and replace the
1:32:04current ad analysis, all that stuff, and
1:32:06I'm just going to go like that. Yeah.
1:32:08I don't know why it's all bold, but
1:32:10I'm going to fix that real quick. All
1:32:12right, that's number one.
1:32:13You do that with basically eight more
1:32:16ads, that thing that just took us like
1:32:1910 minutes, and bam, you got yourself an
1:32:23awesome uh you got yourself an awesome
1:32:25portfolio. So, let's keep going.
1:32:27>> I keep saying this, do not buy Carpe on
1:32:30Amazon. Do not buy Carpe on
1:32:33>> Yeah.
1:32:34>> Carpe is one of the top-selling
1:32:36deodorants on Amazon. It comes in
1:32:39>> [laughter]
1:32:41>> Okay, so that's interesting. Um
1:32:44anybody know what kind of hook we
1:32:47What kind of hook would we classify that
1:32:49as? Insight.
1:32:51Hook.
1:32:52>> [laughter]
1:32:53>> Uh
1:32:54do not buy Carpe
1:32:59on Amazon
1:33:01as he's smashing
1:33:04a TV with uh
1:33:07a bat.
1:33:09Dang, this one had some production cost
1:33:11here. It's like a $100 TV.
1:33:13>> [laughter]
1:33:15>> Ethan taught me what mogging was.
1:33:18That's crazy.
1:33:20Yeah, Ethan's been mogging for sure.
1:33:21He's literally mewing right now. He
1:33:23thinks we don't know. Bro's bone
1:33:25smashing.
1:33:26>> all of these premium fragrances. It's
1:33:28got thousands of five-star reviews
1:33:30because it's the
1:33:31>> Bro, that bat has nails in it.
1:33:33>> first thing to work for so many people.
1:33:36Carpe is a quick-drying lotion that
1:33:38stops odor and sweat. It has ingredients
1:33:40that stop sweat, prevent
1:33:42>> I'm not going to lie, those lotion
1:33:43deodorants are the worst for keeping you
1:33:44dry. The ones that go on super wet, they
1:33:47do not keep you dry in my opinion.
1:33:49>> Carpe is a quick-drying lotion that
1:33:50stops
1:33:51>> So, what what was the transition here?
1:33:52I'm so confused.
1:33:53>> It comes on Amazon. It comes in all of
1:33:56these premium fragrances. It's got
1:33:57thousands of five-star
1:33:59>> And then he just transitions to the
1:34:00good.
1:34:03Okay.
1:34:06That's one way to do it, I guess.
1:34:10Bro, like don't buy Carpe. It's got
1:34:11thousands of five-star reviews. It's a
1:34:13quick-drying, fast-drying lotion. Like,
1:34:15dang, bro. Okay.
1:34:18>> reviews because it's the first thing to
1:34:20work for so many people. Carpe is a
1:34:23quick-drying lotion that stops odor and
1:34:25sweat. It has ingredients that stop
1:34:27sweat, prevent body odor, and actually
1:34:28help reduce bacteria growth. But, do not
1:34:31buy Carpe on
1:34:34when you can get it on our website for
1:34:35up to 56% off with
1:34:38>> Okay.
1:34:40Do not buy it on Amazon
1:34:44when you can get it for 56%
1:34:49off
1:34:51from our website.
1:34:54Interesting.
1:34:55I mean, yeah, right?
1:34:57I guess it kind of works. They
1:34:59transition to the side points. Reviews,
1:35:00quick-drying lotion, prevents sweat and
1:35:03BO.
1:35:04Okay.
1:35:05I'm down with that. I mean, that's one
1:35:06way to do it, right?
1:35:09>> four free gifts, including free
1:35:10shipping. Do not buy Carpe on Amazon. I
1:35:13keep saying this. And if you haven't
1:35:14tried Carpe yet, I don't know why not.
1:35:17Now's the perfect time. Click that link
1:35:18below. Stay dry
1:35:19>> This guy looks like Jasper if Jasper
1:35:22wasn't
1:35:24wasn't looks maxing.
1:35:26That's basically what I would say.
1:35:27That's my review.
1:35:28>> [laughter]
1:35:29>> Keep going. Did they do this
1:35:31>> I literally have Carpe
1:35:33>> They did this angle again.
1:35:34Honestly, they've been they've been
1:35:36milking this angle. What that tells me
1:35:38right there,
1:35:39um
1:35:39some other insights on the whole thing.
1:35:42Let me go Where would I put this?
1:35:45Core angles.
1:35:46So, insights
1:35:49on whole ad account.
1:35:53Any idea why he's smashing the TV? Is it
1:35:54like a visual hook? Yeah, it's like a
1:35:56visual hook. It's also a re-hook. It
1:35:58also makes people think that it's kind
1:36:01of funny, which it is kind of funny,
1:36:03right? He's a smashing a TV over and
1:36:05over again. Um you have to go like kind
1:36:07of think of it like this. They're
1:36:08absolutely
1:36:10most people are absolutely brain fried,
1:36:12cooked beyond recognition, right? So,
1:36:16you're never going to be able to come on
1:36:17an ad and just kind of make it normal.
1:36:20Um and the reason there's a reason why
1:36:21this
1:36:23these ads from Carpe are absolutely
1:36:25insane as far as
1:36:28profit, as far as
1:36:30how they're performing. They're some of
1:36:32the best performing ads out there. So,
1:36:34they definitely know what what they're
1:36:35doing. You're watching a master at work
1:36:37in every single time. So, the reason why
1:36:38he's smashing the TV and then saying a
1:36:40sentence and then smashing the TV and
1:36:42then saying a sentence,
1:36:43it's a big disrupt, right? So, you
1:36:46usually don't see people just randomly
1:36:47vandalize things, especially founders of
1:36:49a business. It also seems very weird and
1:36:52not really connected to what he's
1:36:54saying, which is why it's actually so
1:36:56interesting and why it actually keeps
1:36:57people watching.
1:36:59So, yeah, that's kind of why. It seems
1:37:01like like why the heck would he even do
1:37:02that? Kind of seems like a waste, kind
1:37:04of seems dumb, kind of seems not
1:37:06attached to what he's actually saying,
1:37:08but
1:37:09it's just a test, right? And as you can
1:37:11see,
1:37:12let's read some of the dates on these
1:37:14ads here
1:37:15cuz they're all very new or at least a
1:37:17lot of them are. May 23rd, April 9th,
1:37:20May 3rd, March 3rd, May April April 9th,
1:37:24March 3rd, April 10th, April 7th, March
1:37:273rd. So, they've tested a ton around
1:37:30this March and April area. It seems like
1:37:33they could have tested tens if not I
1:37:35guess dozens if not even more.
1:37:38Tons of dozens.
1:37:39Um so, takeaway there is that yeah,
1:37:42he's using it as like a re-hook. Let's
1:37:44see let's see see Do one.
1:37:46Uh see ad details.
1:37:49>> Do you wear it?
1:37:49>> I do.
1:37:50>> Really?
1:37:50>> I do.
1:37:51>> That's rosewater. Oh my gosh, you wear
1:37:52love.
1:37:53>> You know what else I've seen? Okay,
1:37:55let's go add number three.
1:37:59They do this a lot.
1:38:00Insights.
1:38:03Well, first of all,
1:38:05insights on my whole ad account.
1:38:09It's
1:38:11the
1:38:12car guy.
1:38:16Fame founder.
1:38:18Angle.
1:38:19It's kind of like
1:38:21I I I mentioned the Russell Brunson
1:38:22before. I made a uh
1:38:25an analogy to him. But it's also
1:38:26analogous to like Alex Hormozi almost.
1:38:29So like if you're walking down the
1:38:30street and you see like Alex Hormozi
1:38:32just just hanging out in his like his
1:38:34jean shorts and sandals.
1:38:36Uh, and then flannel shirt. And you're
1:38:38like, what the heck, you're Alex
1:38:39Hormozi. Right? Um,
1:38:42you know,
1:38:42one or even seeing somebody else be
1:38:44starstruck of him, you all automatically
1:38:47think, oh, this guy is a celebrity.
1:38:48Right? Imagine if you're walking through
1:38:50the mall and you have no idea who some
1:38:52guy is, but everyone's going up to him
1:38:54asking him, "Yo, can I take a picture?
1:38:55Yo, can I take a picture?" If he sells
1:38:57something, he already has instant
1:38:58authority cuz other people think he's
1:38:59famous. So the fame kind of like rubs
1:39:01rubs off almost. The other thing is like
1:39:03um, super
1:39:05uh, what's the word?
1:39:07Super
1:39:08uh
1:39:09in the moment and natural feeling.
1:39:14Does
1:39:16lots
1:39:17of street
1:39:19interviews
1:39:20and
1:39:22walking around with a camera and mic.
1:39:26This is basically exclusively
1:39:29founder ads, which is pretty insane.
1:39:30This founder must be going like
1:39:31full-time on just making ads. And he
1:39:33also, you know what else is funny?
1:39:35He guesses
1:39:37the exact scent. I I know why that
1:39:40works. Why do you guys think that would
1:39:42work? He's like, "Oh, that's cherry
1:39:44blossom." It's like,
1:39:45"How does that make people buy more?
1:39:47Maybe it's because people think like,
1:39:48not only do you smell good, but you
1:39:49really smell like something." Or there's
1:39:51different flavors, so you I guess not
1:39:53flavors. There's different scents that
1:39:54you'd want to try. I could see that.
1:39:57I could see that.
1:40:00Whoever invested in that TV is mad.
1:40:02I don't care what anyone says. Yeah.
1:40:04Imagine actually getting a TV and a bat
1:40:06and setting up this whole thing. You
1:40:07basically spent a couple hundred dollars
1:40:09on this uh ad. So,
1:40:12and bro bro definitely made like
1:40:13hundreds of thousands of dollars off
1:40:15that ad anyways, so.
1:40:17All right, let's continue.
1:40:18>> Okay. How long you been wearing it?
1:40:19>> For a month now. I love it. Shoot, no
1:40:20sweat. I'm fresh all day.
1:40:22>> What were you wearing before? What was
1:40:23the problem?
1:40:23>> I didn't like it. It didn't last all
1:40:25day. When I
1:40:26>> Mhm. Throwing stones at competition.
1:40:28Okay.
1:40:35Why she didn't
1:40:38like it. Mhm.
1:40:40Good. Good. Good.
1:40:41>> That work in the middle of the day?
1:40:42>> Yeah, I didn't like that smell on me.
1:40:44>> Anybody I find wearing Carpe gets
1:40:47>> at work in the middle
1:40:50of the day. And then,
1:40:53anyone I come across
1:40:57wearing
1:40:58Carpe
1:41:00Is that Is that a selling point, guys?
1:41:02>> [laughter]
1:41:02>> Gets
1:41:05wins
1:41:06100 bucks.
1:41:07That's kind of crazy.
1:41:10>> It's $100, so you get $100.
1:41:12>> Thank you. Get Carpe cuz you won't
1:41:14sweat, you won't smell. Shoot, you smell
1:41:15fresh all day.
1:41:17>> She knows it, right? Thanks for saying
1:41:18hello. Woo.
1:41:20>> Dang. It's a nice little ad.
1:41:23Pretty natural way to include a
1:41:24testimonial. Yeah, UGC angle as well.
1:41:27Yeah, it's pretty insane. Like, he does
1:41:30he does that a lot. Let me go to one of
1:41:31their actual UGC ones. I'm interested in
1:41:33this one. It's been running since March
1:41:3431st. That's a while.
1:41:36Uh
1:41:37oh. Okay.
1:41:43Yeah, that's actually a sick hook.
1:41:45That's like a UGC hook. Let's do with
1:41:47like Okay, add number number four. Or
1:41:50just go like that. Add number four.
1:41:54UGC
1:41:55hook of
1:41:57her
1:41:59and caption
1:42:01says
1:42:02"Anytime I wear
1:42:05Skims
1:42:08and
1:42:09her arms
1:42:11are wet." Do you guys want to see if
1:42:13this actually works? Cuz here's
1:42:14something else crazy. All right, I'm
1:42:15going to expose myself again.
1:42:17All right, when I showed you like 5
1:42:18seconds ago how my pits were just like
1:42:20one drop, now they're like definitely
1:42:22coming through. I'm going to get some
1:42:24Carpe and I'm going to actually review
1:42:26it um cuz I'm curious. I'm curious. It's
1:42:29got me. Curiosity got me. If I'm able to
1:42:31just not be
1:42:33uh sweaty all day, I'd be like, "Yeah,
1:42:36I'd be willing to invest in the company
1:42:37at that point."
1:42:40Let's check
1:42:41this one.
1:42:42See summary details.
1:42:44Woah, I JUST SAW THAT.
1:42:47SEE AD DETAILS.
1:42:54>> [laughter]
1:42:55>> YEAH, SO HERE'S ANOTHER UH another I
1:42:57guess principle.
1:43:00Add five.
1:43:02Is
1:43:03walking people through the buyer's
1:43:08journey, right? Imagine this girl said,
1:43:11"Yeah, I was really on Facebook one day
1:43:13and then I saw this ad for Carpe and I
1:43:16clicked on it and I checked it out. And
1:43:18then I kept seeing it pop up everywhere.
1:43:20People that I know were wearing it. And
1:43:22so I decided to finally try it. And I
1:43:25did and I saw that they were having a
1:43:27sale, so I just went ahead and got the
1:43:28bundle."
1:43:30Right? She's literally walking you
1:43:31through the exact steps that you would
1:43:35have to take in order to buy it. And
1:43:37that is I guess you could call it like
1:43:40I'm coming up with a new word for it.
1:43:42Buyer validation.
1:43:45Yeah, buyer validation. Where it's like,
1:43:48"Okay, this is exactly how I'm feeling.
1:43:50I wonder if other people feel like
1:43:51this." She's like validating your
1:43:52feelings cuz this is already something
1:43:53that she's going and doing right now.
1:43:56Pretty natural.
1:43:57>> [laughter]
1:43:58>> Yeah.
1:44:00Pretty natural for sure.
1:44:03>> After one day of practice cuz we played
1:44:04beach volleyball at ASU, I didn't sweat
1:44:06and I don't smell. She was like, "No
1:44:07way, let me smell." And then I let her
1:44:08smell. She was like, "I'm buying IT
1:44:10RIGHT NOW." I bought it immediately.
1:44:11>> smell your armpits?
1:44:12>> All right, let's go.
1:44:13>> THAT'S BERGAMOT NUDE.
1:44:14>> YEAH, IT'S SUPER FRESH.
1:44:15>> Can I SMELL YOURS?
1:44:16>> I BOUGHT IT EARLIER this morning.
1:44:17>> It lasts 100 hours. THAT'S CLEAN SPORT.
1:44:20SMELL HER ARMPIT. She smells super
1:44:21fresh. I'm not making this up.
1:44:22>> YEAH, YOU'RE NOT KIDDING.
1:44:23>> YEAH, you smell
1:44:24>> I probably saw like 10 of your ads on
1:44:26TikTok and I was like, "There's no way."
1:44:28And then I was like, I
1:44:29>> How did I already call this out?
1:44:32Yeah.
1:44:33Yeah, yeah.
1:44:34I saw like 10 of your ads. Mhm.
1:44:39It's all very basic copywriting
1:44:40principles, but honestly, I think the
1:44:42thing that that sets Carpe apart, first
1:44:45of all, is that these UGC actors are so
1:44:47good. I've seen ads of UGC actors.
1:44:51Yeah, that's what I was thinking too. I
1:44:52was like, "Why is this Why is this
1:44:54dorky-looking dude over here smelling
1:44:55these girls' armpits?" And then got
1:44:57these girls smelling their own armpits.
1:44:59Some It just feels
1:45:01>> [laughter]
1:45:01>> Yeah, it'll feel weird to other people.
1:45:03Um at doing this in public, too. But the
1:45:05UGC actors are are literally top-notch.
1:45:07I see some UGC actors that are so
1:45:10cardboard and you can tell they've never
1:45:12used this product before in their life.
1:45:13Like, it's just so bad. Whereas these
1:45:15people, this feels like so natural and
1:45:18genuine. Even though I know that it's
1:45:20scripted because their scripts are so on
1:45:22point. There is zero, literally 0%
1:45:25chance that they could ever just come up
1:45:27with the perfect marketing message to
1:45:30say like he is. She was like, "Oh, well,
1:45:32I'm not sure I want you to smell my
1:45:33armpits. I applied this morning." He was
1:45:34like, "What? Don't be crazy. It lasts
1:45:36100 hours."
1:45:39>> I see for myself. I bought it and now I
1:45:41live by it. We're in Arizona. It's
1:45:43February and it's still like 90°.
1:45:45>> That's a great That's a great angle.
1:45:47That's a great piece right there.
1:45:51We're in
1:45:53Arizona.
1:45:55And it's still like 90°. Americans, how
1:45:59hot is that?
1:46:01Do you have any Americans in here?
1:46:03I don't think Danny Danny, are you an
1:46:05American?
1:46:06Ethan is an American as well.
1:46:09Ethan, Danny, how hot is 90°?
1:46:12>> [laughter]
1:46:13>> Is that hot?
1:46:14I don't [snorts] know. I don't use that
1:46:15system.
1:46:17I use the other one.
1:46:18Pretty hot.
1:46:19Okay, good.
1:46:21Actually, I'm now I'm curious.
1:46:2390° to Celsius.
1:46:3032? Yeah, okay, that's kind of hot.
1:46:33That's like kind of hot. Some people are
1:46:35saying we're complaining in Texas that
1:46:36it was like 100 and 110. How much is
1:46:38100? Dang, 100 is like 37 and 110° is
1:46:42like 43. I mean, that's all right.
1:46:45That's pretty hot.
1:46:46I've seen hotter though.
1:46:48No, but I'm from David's Lane, UK. I
1:46:50would think
1:46:51Danny's from UK. Ethan's the only last
1:46:53true American.
1:46:56Dang, bro.
1:46:57Ethan, how does it feel to support
1:46:59Trump?
1:47:01>> It's saving our lives right now.
1:47:02>> I was wearing and it would just leak on
1:47:04my clothes and they didn't work past
1:47:06like 2 hours.
1:47:07>> Now I'm living by this.
1:47:08>> I FEEL LIKE I DON'T have to worry about
1:47:09like smelling bad or sweating.
1:47:11>> Never sweating, never smelling, not a
1:47:12worry.
1:47:13>> Both of you are getting $100. Thank you
1:47:15both.
1:47:16>> The same $100.
1:47:19$100 reward.
1:47:22And then also what what else they say?
1:47:26We're so glad we don't
1:47:29have to worry about smelling
1:47:33bad or sweating.
1:47:38I think that's pretty fire. You know
1:47:39what uh
1:47:40I would you call it? A an angle that I
1:47:42just came up with is that you know that
1:47:44one sweaty person or this person that's
1:47:45just like sweaty all the time or the
1:47:47person that just like, you know,
1:47:49everyone's like oh dang, look at that
1:47:50how much I got sweating like he's just
1:47:52like
1:47:52drenched in it. Yeah, you don't you
1:47:54don't want to be that person.
1:47:56Let me find another one.
1:47:59What are some of you guys' favorite
1:48:00brands as well?
1:48:02Actually, maybe we won't even do another
1:48:03one of these. All right, let's let's do
1:48:05this last one and then we'll do one more
1:48:07ad account.
1:48:09>> It's extremely painful. Every second it
1:48:11takes me to escape, you get up to 1%
1:48:13off.
1:48:15>> That's pretty sick. You know what this
1:48:16actually reminds me of? You guys see
1:48:18that Mr. Beast video?
1:48:20Uh
1:48:21Mr. Beast running with cash.
1:48:27Yeah, this.
1:48:29And uh
1:48:31Alex Hormozi did
1:48:34Alex Hormozi did a version of this as
1:48:36well with his books. I think this would
1:48:38be sick for him to do with the um
1:48:41with the what are they called? The
1:48:43deodorant sticks. Yeah, I think this
1:48:44would be a really easy ad to do. And
1:48:46while he's doing this, he could just
1:48:47talk about what the ad is.
1:48:50Yeah. Yeah, new angle. All right, that's
1:48:51my new angle.
1:48:53That's my new angle. And then he walks
1:48:54up and gives somebody 100 bucks.
1:48:56And he did but links. What is a links?
1:48:59Um awareness level. Yeah, yeah, yeah.
1:49:02Okay, let's go back.
1:49:04So, this hook is interesting.
1:49:06Although the beginning is really kind of
1:49:08lame. It doesn't say anything for the
1:49:10first little bit.
1:49:11>> It's extremely painful. Every second it
1:49:13takes me to
1:49:14>> It's just kind of him messing around
1:49:15with the bag. So,
1:49:18ad number six.
1:49:21Number six.
1:49:23Hook could be quicker. I also wanted to
1:49:26talk about a trend that I that this
1:49:28actually reminded me of. You guys ever
1:49:29see that trend where it's like I see it
1:49:31a lot because I've been looking at a lot
1:49:33of like uh biking things and biking
1:49:35stuff like with
1:49:37motorcycles.
1:49:42Motorcycles and uh dirt bikes or I heard
1:49:44something weird out there. Motorcycles
1:49:46and dirt bikes and what they'll do if
1:49:47it's like a crash video, they'll show
1:49:49the crash first like the moment of
1:49:51impact first and then they'll show
1:49:53everything else. It's almost like a
1:49:54really tiny mini trailer to the reel
1:49:57that you're about to watch. You guys
1:49:58ever seen that? Um that's something I've
1:50:00been seeing very very commonly and
1:50:02often. I think a lot of his ads or at
1:50:04least some of them could benefit from
1:50:06that especially this one because it's
1:50:07almost like a Mr. Beast style. So,
1:50:12style.
1:50:14under ad where he says
1:50:18every second
1:50:20I'm
1:50:21in the water
1:50:23with 100 lbs
1:50:26attached
1:50:28to my ankle.
1:50:31You get a hun- you get a 1% off. I'm
1:50:34going to think it's 56. Let's see if he
1:50:37can last 56. Action movie type of angle
1:50:39literally.
1:50:41>> To escape, you get up to 1% off.
1:50:44>> Damn, who's that dude with the black
1:50:45Crocs?
1:50:5046 in the
1:51:00Oh, okay. He's looking for the certain
1:51:01one.
1:51:07He has to find a key.
1:51:24>> [gasps]
1:51:25>> 56, I thought it was 51. Dang.
1:51:28All right, he did.
1:51:29>> [laughter]
1:51:29>> How long was that?
1:51:30>> 56 seconds.
1:51:32>> So, they're getting 56% off. You're
1:51:33going to get the pick four premium
1:51:34fragrances, three
1:51:36>> Mm, okay. So, that would be a pretty
1:51:37good
1:51:39pretty
1:51:41good retargeting ad.
1:51:44Because
1:51:46there's little to no
1:51:49little to no education
1:51:51in this ad.
1:51:54There's really not that little to no
1:51:55education. He kind of just goes right
1:51:57into it, and it's more content.
1:51:59More
1:52:00Oops. Yeah, more content than
1:52:03actual
1:52:05uh
1:52:06more content than actual ad here.
1:52:11Motivation to learn how to swim. Yeah,
1:52:13maybe.
1:52:15All right. Now, where are our Aha. Mm.
1:52:18Let's see here. Should we compare them
1:52:20to the Dr. Squatches? No, no, no.
1:52:25Rhone Chubbies Mm.
1:52:29Grinds, just ingredients needed. Huel
1:52:32Bloom
1:52:33Hex Clad. I like the Hex Clad ones as
1:52:36well.
1:52:37Loom, The Farmer's Dog
1:52:40Let's do
1:52:41Liquid Death. What is that?
1:52:44Whoop. Let's go Whoop. I know what Whoop
1:52:46is. I feel Whoop. I'm also a a uh
1:52:50What are they called?
1:52:54I'm the ideal persona for Whoop, I feel.
1:52:56So, let's look.
1:53:02Mm. Mm. Mm. So, all I would do then is I
1:53:05would take all of my findings. I would
1:53:08take
1:53:09all of these.
1:53:12And
1:53:14yeah, and I would take that.
1:53:17And I'd say, "Now, make me another
1:53:22breakdown.
1:53:23These are some more angles." Now, those
1:53:27last ones are very bare-bones, right?
1:53:28So, for every ad, I would actually just
1:53:30describe what's happening in the ads and
1:53:32some of the things that they talked
1:53:33about. Uh oh, yeah. I didn't I forgot to
1:53:36even paste it. I would describe some of
1:53:38the ads and what was talking about, what
1:53:40the format was, what I was watching, but
1:53:42I didn't do that for these ones. Now, I
1:53:44just did like five or six ads, but
1:53:46that's all you really need. Just
1:53:48literally write down all of your
1:53:49insights. Chat will kind of be your What
1:53:52would you call your sidekick? And you
1:53:53can just go through and do multiple of
1:53:55these, right? If you don't have a
1:53:57portfolio, but also even if you do have
1:53:59a portfolio and you're just filling it
1:54:00out. Yeah, really simple, easy to do.
1:54:03Hm, okay. So, this one is like all
1:54:05static ads.
1:54:08Oops.
1:54:08See ad details.
1:54:11Small habits create big change.
1:54:13Always-on health insights. Hm, so it's
1:54:15kind of just like what it is.
1:54:17Yeah, yeah, yeah. Okay, let's watch an
1:54:19actual video. Let's watch one of these.
1:54:21See ad details.
1:54:23>> Ready to make lasting progress?
1:54:27Whoop helps you improve your sleep,
1:54:30health,
1:54:31and [music] fitness.
1:54:34See where Whoop can take you.
1:54:38Ready to make lasting [music]
1:54:40>> Runners, lifters, ready to make a ready
1:54:42a lasting changes. See another one.
1:54:48Hm.
1:54:48>> [music]
1:54:49>> So, this one I think is a little bit a
1:54:50lot less fun, but it's still very
1:54:53effective. And a lot of these Sometimes
1:54:56you're going to have brands like this,
1:54:57right? You have brands like this ad, "Oh
1:54:59man, we're not doing like crazy founder
1:55:00ads." But, they're still super um
1:55:02successful. Let's watch this one.
1:55:04>> Apparently fitness tracker thongs exist
1:55:06and I'm skeptical about the whole thing.
1:55:08So naturally I ordered one, tested it
1:55:10out for a couple of days, and here is
1:55:11the rundown.
1:55:14>> I mean, that's pretty that's pretty fun.
1:55:16What are the What are these?
1:55:18So past new concept that test. Let's do
1:55:20another one. Another new ad.
1:55:28What did she say? A what thong?
1:55:32Fitness tracker thong.
1:55:35Whoop.
1:55:38Fitness tracker
1:55:40thong. Honestly, W angle because I would
1:55:42be like, what on earth is that?
1:55:44I'd have to watch.
1:55:47>> Apparently fitness tracker thongs exist
1:55:49and I'm skeptical about the whole thing.
1:55:51So naturally I ordered one, tested it
1:55:53out for a couple of days, and here is
1:55:54the rundown. First things first, there
1:55:56are obviously fitness tracker rings,
1:55:57watches, chest straps, but a thong I
1:56:00have not seen. So obviously I was very
1:56:01curious about this whole thing. Now the
1:56:03thong itself is from Whoop and the
1:56:04tracker is located right above your left
1:56:06butt cheek. Overall I'm just curious as
1:56:07to how this will track my steps, heart
1:56:09rate, workouts, etc. I'm not too worried
1:56:11about the ac-
1:56:12>> [laughter]
1:56:13>> Yo, chat, should I try this one?
1:56:15Chat, should I give it a Should I give
1:56:16it a try, chat?
1:56:17>> curacy. Because I've actually used Whoop
1:56:18for like the last month and a half and
1:56:19it has been my favorite fitness tracker,
1:56:21period. Now the tracker itself is
1:56:22technically removable. It's placed onto
1:56:24the underwear by a Velcro strap and
1:56:26because of that, I'll be so for real, I
1:56:27was worried if I were to go to the
1:56:28bathroom and pull down my pants with the
1:56:29tracker fly off into the toilet. And no,
1:56:32it was very secure. I didn't have any
1:56:33issues with that. My next question was,
1:56:35how noticeable is this going to be in
1:56:36leggings, pants, dresses? Now in
1:56:38leggings you could see the outline of
1:56:39it, but it wasn't the end of the world.
1:56:40But in any other article of clothing,
1:56:42you couldn't see it at all. I also
1:56:43forgot I was wearing it most of the day.
1:56:45Also, yes, I did order two thongs
1:56:46because in no way was I going to be
1:56:48wearing the same thong that I worked out
1:56:49in all day. And because the tracker's
1:56:51removable, you can just pop it over into
1:56:52the new pair of undies. Now in the
1:56:54morning during my workout, the tracker
1:56:55immediately detected that I went for a
1:56:573-mile run and did some weight lifting.
1:56:58It even gave me a full report of my
1:57:00workout after. I then had a birthday
1:57:01dinner and then after that I was going
1:57:02straight to the airport. As I was in
1:57:04line for security, I remembered I was
1:57:05wearing it, so I ran to the bathroom to
1:57:06remove it because I didn't want to get
1:57:07patted down by TSA. And the next day
1:57:09wore it all day as I was traipsing
1:57:10through Chicago. Overall, huge fan. I
1:57:12love that it auto-detected my workouts.
1:57:14And because it is a Whoop strap,
1:57:15obviously you don't have to just wear it
1:57:16in your underwear. You can move it to
1:57:17your wrist, which is where I tend to
1:57:18wear it. And the amount of information
1:57:20it gives you about your body is
1:57:21literally so fast.
1:57:22>> All right, that's kind of fire. I'm not
1:57:23even going to lie. I just watched the ad
1:57:25and I'm like, all right, that's kind of
1:57:26fire. So, you can take basically your
1:57:28Whoop or your like your Apple Watch
1:57:29thing, you can put it in your
1:57:31underwear and it can be on your hip all
1:57:33day. I thought this was going to be
1:57:34about the wristband. So, here's the
1:57:35thing, right?
1:57:37Uh I think that she could have called
1:57:38out some better stuff as well. She could
1:57:40she she could have called out some more
1:57:41hyper-specific stuff. Uh I don't know if
1:57:44maybe that is something that they
1:57:45thought about but didn't do. But here's
1:57:47one thing, right? When I have it on my
1:57:49wrist, first of all, I like to wear my
1:57:50watch, right? And if I go somewhere like
1:57:54I don't want to have to keep switching
1:57:55and changing and doing all that. It's
1:57:57just annoying to do.
1:57:58Next is if I I I I had this uh dream,
1:58:02this idea, that I was going to be able
1:58:04to have like a little uh what are those
1:58:06called? Kind of like Jasper does. The uh
1:58:08treadmill under my desk. I've had it
1:58:10before. Treadmill under my desk that I'm
1:58:12able to work and walk at the same time.
1:58:14So, I can go up up here with my mouse
1:58:15and keyboard and tap away. The problem
1:58:17with that though is that my watch no
1:58:19longer detects my movement. If I'm doing
1:58:21like a the stair climber thing, right,
1:58:24which I never do, by the way. I'm I'm
1:58:25sorry, but that's like if you're a grown
1:58:27man doing the stair climber, hey bro,
1:58:28why you trying to build your buns like
1:58:29that? So, if I'm grabbing onto the the
1:58:32handles, for example, and I'm walking,
1:58:34now my stuff doesn't actually track. If
1:58:37it was on my hip, some people like to
1:58:38wear them on their wrist and that helps
1:58:39it work as well. But it it just sent
1:58:42it's like, "Yo, why aren't you
1:58:43standing?" Or why aren't you working
1:58:45out? If it's on my wrist and I'm holding
1:58:47onto something, my my arm isn't moving.
1:58:48So, that means I have to move.
1:58:50Inversely, you want to know lastly,
1:58:53whenever I'm at the grocery store.
1:58:54That's a great spot to get steps at the
1:58:57grocery store
1:58:58but they never count because I got my
1:59:00hands on the cart. So if my hands are on
1:59:02the cart now I'm basically all that
1:59:04walking is wasted and it literally just
1:59:06does feel if you've ever been to the gym
1:59:08without your your watch before it's like
1:59:09ah this work out is a waste now.
1:59:11Obviously it's not but that's how it
1:59:12feels. They could have went into all of
1:59:14those angles. Those are all new
1:59:15opportunities. Um
1:59:17and
1:59:18I'll leave you with this. It's actually
1:59:20so so so good to make content for brands
1:59:23of things that you actually use because
1:59:25then you have like this very very unique
1:59:27very very unique piece of specificity
1:59:31that nobody else is really going to
1:59:32have. So this ad was another W. There
1:59:35was some parts I think that could be
1:59:36better. The UGC creator honestly I found
1:59:38it really cringey. I don't know if you
1:59:39guys felt that as well. She was like
1:59:41doing really random things.
1:59:43But honestly for an ad it's not I'm not
1:59:46the target audience. I'm not the target
1:59:47audience so it's probably good for them.
1:59:49Probably good.
1:59:51Like what the heck is this?
1:59:53Um
1:59:54so good. Now
1:59:57as for our
1:59:59this
2:00:02the Okay, I'm going to go to try this
2:00:04part. Honestly when it comes to the
2:00:06missing opportunities and new concepts I
2:00:07would test and then this part
2:00:10here's what I would do. If I was trying
2:00:12to do it very quickly
2:00:14go over here.
2:00:16Now
2:00:17fill this out but make it concise.
2:00:22Because some of these ideas might not
2:00:24actually be very good. So
2:00:26we're going to run. Target audience is
2:00:29Thomas and Co. Yeah of course
2:00:32big T. I'm sure it'll look awesome on
2:00:34you. That's his your style. Yeah I don't
2:00:36know. We'll see. I mean I wish they made
2:00:38a
2:00:39version for boxers too but then
2:00:42Hey bro if we got to fong it we got to
2:00:44fong it. There's nothing this is this is
2:00:46what we have to do.
2:00:47I don't make the rules. Hey.
2:00:51Embarrassing public sweat moments.
2:00:53Mhm.
2:00:55Highly relatable situations. Yeah, like
2:00:56if if you're on a date, that'd be a
2:00:58really good one.
2:00:59A guy talking about, "Yeah, I was on a
2:01:00date this one time and my armpits were
2:01:02sweating through and because I that made
2:01:04me more nervous and because I was
2:01:06nervous, I sweat even more." Or
2:01:07presentations, oh my gosh, bro.
2:01:10Presentations are bad for that.
2:01:12Bad, bro. Light-colored t-shirts, yeah.
2:01:15Create emotional connection. Yeah,
2:01:16that'd be a fire angle. That's a fire
2:01:19angle to test.
2:01:20Before and after. Simple visual proof.
2:01:23Mhm. Yeah. Yeah, yeah. You know, that'd
2:01:25be so good. I wore a leading brand on my
2:01:28right armpit and I wore Carpe on my left
2:01:31armpit. Let's see how it holds up.
2:01:33Fire angle.
2:01:34Fire angle.
2:01:36Um now, that's not what
2:01:38chat actually gave me. But, chat gave me
2:01:42something that reminded me or made me
2:01:44think of a good angle. Well, that's the
2:01:45perfect way to use it. Heat challenge.
2:01:47Show Carpe performing in extreme heat,
2:01:49workouts, long days. Day in the life
2:01:51proof. Document staying dry that I mean,
2:01:53I kind of those are the same and I just
2:01:55said those. I didn't believe it either.
2:01:57Mhm. Okay, those are okay, I guess.
2:01:59And then they write out the full new
2:02:00concepts. Yeah.
2:02:02I think this was a successful brand
2:02:03breakdown. This was fun.
2:02:06Betrayed Claude today. Haha. Yeah, I
2:02:08jumped the Claude ship today. Um the
2:02:10reason as to why actually I I I I'll go
2:02:13over. The reason as to why I jumped the
2:02:14Claude ship for this one is because chat
2:02:16is good at formatting and breaking down
2:02:19a little bit more than I like Claude
2:02:20for. I would actually use chat for this
2:02:23one. If I was going to write out an
2:02:25actual ad, like take the concept or take
2:02:27the brief or take whatever, I might even
2:02:29just pop back over to Claude, but then
2:02:31I'm context switching and I'm taking all
2:02:33the stuff like ChatGPT already has all
2:02:35the idea and all the brain. So, I might
2:02:37just stay in chat for this one.
2:02:38So, yeah. We uh I board on Claude for
2:02:41this specific one, but that's still how
2:02:43I how I use them. You use them in
2:02:45tandem, but at different times.
2:02:48Yeah, literally. All right, my guys.
2:02:51That's going to be it for today. We went
2:02:52over some ad stuff, and we also just
2:02:54went in and created our own small little
2:02:56portfolio. The reason as to why I think
2:02:58that this especially is super important
2:03:00is because not only will it help you
2:03:01build your portfolio, but even if you
2:03:02already have a portfolio, it will help
2:03:04you show brands how you're actually
2:03:06thinking and breaking them down and
2:03:08seeing how you would actually use AI to
2:03:10do it as well. And we also did we just
2:03:13looked at ads. And honestly, if you are
2:03:15a copywriter or a creative strategy at
2:03:17all, you spending time looking at ads
2:03:19will never be will never hurt you. It
2:03:22will never be bad. It will always
2:03:24be something that you can use in the
2:03:25future because dude, when you're finally
2:03:27working with a creative strategy plan
2:03:29brand and you have to build one or two
2:03:32or three ads every single day, imagine
2:03:35how how easy it is to run out of ideas
2:03:36eventually.
2:03:38This is building up your your inner idea
2:03:40bank, and it will always come in handy.
2:03:42So guys, that's it for today, and of
2:03:43course, I'll see you guys in the next
2:03:44one. Last time we went and looked at
2:03:47Loom ads not Loom, Carpe ads. And you
2:03:50know, the ads were really good, but what
2:03:52was really crazy about it is that I I
2:03:54was like, you know, on the call and I
2:03:55was like, "Yo guys, I got sweaty
2:03:56armpits, so I'm going to get me some
2:03:57Carpe." And then we're I'm we're going
2:03:59to go in and see how the product
2:04:00actually does. Bro, it's $40. $40 for a
2:04:03stick of deodorant if you want one. Now,
2:04:05here's what's really interesting. This
2:04:06is what's really going to help you zoom
2:04:07out and look at the broader marketing
2:04:09scheme behind it because this is where
2:04:11they win. They don't even really win.
2:04:13They obviously win on creative and
2:04:14things, but they where they really win
2:04:16is how much the dang stuff cost and what
2:04:19their funnel actually looks like cuz
2:04:20their funnel is quite interesting. Their
2:04:21funnel has a little bit of Temu element
2:04:24in there as well. Now, Temu always gets
2:04:27clowned on because it's Temu, right?
2:04:28It's like the crappiest stuff ever. It's
2:04:31like Alibaba or what's the other one? Or
2:04:33wish.com, which is like very very cheap
2:04:35Chinese crap. But they have
2:04:37revolutionized online e-commerce to a
2:04:39crazy level. And I see Carpe actually
2:04:42doing a lot of those as well.
2:04:43Understanding the whole funnel as how it
2:04:45works together is integral to
2:04:47understanding what you can get away with
2:04:49during the in the creative process as
2:04:51well. It's not just about the creative.
2:04:53So, $40 for one stick. Now, that's
2:04:56insane. But, if you subscribe, you can
2:04:58save up to 20%. And if you get like
2:05:01eight sticks or whatever, then the
2:05:03sticks come down to like 15 or 20
2:05:05dollars each. But, you have to buy a
2:05:07huge order value. So, what does that
2:05:09really mean? Well, that means that
2:05:11essentially you're going to be getting a
2:05:12way higher order value. Was it still 50%
2:05:1556% off when you got it? Yeah, I believe
2:05:17so. You know, and I think the wording is
2:05:19also different because one of the ads
2:05:21I've seen you get 56% off when you buy
2:05:23four.
2:05:24When you buy four.
2:05:26So, the packaging, the wording, it's all
2:05:30very intentional. They want to increase
2:05:31the average order value so much. This
2:05:33way they can spend so much more on ads
2:05:35profitably. Right?
2:05:37So, I want to show you guys here as
2:05:39well. So, I literally went to go and buy
2:05:41it. But, it didn't work. $13.97 each.
2:05:44Yeah, if you buy yeah, a bunch. So,
2:05:46let's let's go actually go through this
2:05:47ad one more time. I'm not going to go
2:05:48through the whole account again, just
2:05:49one.
2:05:50>> All right, buy this on Amazon. Right now
2:05:51on Carpe's website, their four stick
2:05:53bundle [music] is 56% off, ships free.
2:05:56>> Four stick bundle. So, four stick
2:05:58bundle. It says $14 each. 14 * 4 is like
2:06:03nearly what? 50 bucks? 60 bucks?
2:06:05>> For some deodorant? Like dog, crazy.
2:06:08Let's keep going.
2:06:09It comes with free gifts.
2:06:10These scents smell incredible.
2:06:13>> Don't just take it from me. Look what
2:06:14others think.
2:06:14>> Every time [music] I've worn sandalwood,
2:06:16a girl says, "Holy, you smell really
2:06:18good."
2:06:18>> Carpe has changed my life. I've never
2:06:20sweated less in my life. [music]
2:06:22>> amazing.
2:06:23>> it. You guys created a great brand.
2:06:24>> So, if you're already on the fence, this
2:06:26is the moment to do it right instead of
2:06:27paying more later.
2:06:28>> I went to go try to to click on it, and
2:06:31basically I can't I can't click on it
2:06:34around this video for some reason. But
2:06:36anyways, what happened was it gave me a
2:06:38game on my screen.
2:06:41Now, I don't know if you guys have ever
2:06:42tried Temu, but Temu how it works is you
2:06:44go there and it like it lets you spin a
2:06:46wheel, right? So it's like do you want
2:06:48to spin this wheel? You spin the wheel
2:06:49and on the wheel it's like 5% off, 0%
2:06:52off, 20% off, 30% off. So you feel like
2:06:55you're playing a game, right? It feels
2:06:57like a little Facebook game. Well,
2:06:58they're actually doing the same the
2:06:59exact same thing here in Carpe as well
2:07:01with the little games to win however
2:07:04much like like 20 20% off or whatever,
2:07:06which is really interesting to see that.
2:07:08So
2:07:09they have got this like locked in like
2:07:12super super locked in. Oh, I love this
2:07:13as well. Fourth of July sale. Honestly
2:07:15amazing. Pretty much every business is
2:07:17going to do sales and having a reason
2:07:20behind the sale really helps. Yeah,
2:07:22under arm antiperspirant, face primer,
2:07:25and feminine care deodorant all 30
2:07:28bucks, 30 bucks, and 80 bucks
2:07:30respectively. Okay. Dermatologist. Of
2:07:32course they have to have a picture of a
2:07:32doctor. Although his side is cut off
2:07:35there. So I thought I'd bring that up
2:07:36because it was quite interesting as
2:07:37well. And I also have more. So I'm going
2:07:40to stop sharing my screen and yeah, but
2:07:42you guys for a second. Stop streaming.
2:07:44Yeah, there we go. Dopamine boosting.
2:07:46Yeah, literally it like Here's the
2:07:47thing, man, is that people are extremely
2:07:50addicted to
2:07:52casinos, obviously. Casinos have been
2:07:54literally one of the most if not the
2:07:56most profitable business like ever,
2:07:59right? Because people love the whole oh
2:08:01I I have a chance and and pulling the
2:08:03slot machine like they make everything
2:08:04look like a slot machine. Even like
2:08:06games nowadays, Call of Duty, whenever
2:08:08you win a game they're like oh well, you
2:08:10get these points so you can open up
2:08:12these these chests to get a random
2:08:14random drop. Fortnite. I mean, we're
2:08:16being indoctrinated from such a young
2:08:17age.
2:08:19It's kind of
2:08:21sad if you think about it, but still
2:08:22very good marketing tactic which you're
2:08:23going to have to apply anyways. People
2:08:25just love it.
2:08:26Their grandma needs to lock in. Yeah,
2:08:28Temu is the gulag for middle-aged women.
2:08:31Yeah.
2:08:32Temu is insane. My my wife my wife's mom
2:08:36has a cabin out in PEI. And
2:08:40her her man calls it the Temu land
2:08:43because everything in the whole cabin is
2:08:45literally just got from Temu.
2:08:47And I actually got a bunch of stuff from
2:08:48there as well. I got like these
2:08:50engagement rings. I mean, love my wife
2:08:52to death to death. But she's not wearing
2:08:54her real wedding ring. She's not going
2:08:56to do it. Um
2:08:58she's going to lose it, right? So, I got
2:09:00her all of these $1, $2 burner rings,
2:09:03basically. And they all look they look
2:09:05crazy good. So.
2:09:07And plus you know what's so funny is
2:09:08that like people see that I have nice
2:09:10things, nice cars, nice apartment. I can
2:09:12wear the fakest thing ever and they'll
2:09:14just assume that it's real. Like this
2:09:16this watch was like 200 bucks, but
2:09:17everybody I talk to is like, "Damn, bro.
2:09:19What is that? Like a $20,000 watch?" I'm
2:09:21like, "No, but get her a ring pop."
2:09:23Yeah, pretty much. Literally. She uh she
2:09:26will lose it. Um now look,
2:09:29I wanted to give a couple lessons, a
2:09:30couple things that I've been thinking
2:09:30about and learning about as of lately.
2:09:32So, I'm going to give those as well. And
2:09:34the first thing I kept I guess I really
2:09:35wanted to go over, right? We have a
2:09:36couple guys in here who have, you know,
2:09:38some experience. Some guys are pretty
2:09:40dang far along. Some people not so far
2:09:42along. And so, um this is why I wanted
2:09:44to bring it up is because
2:09:47it's really important to understand the
2:09:48difference between experience and social
2:09:50proof. Because a lot of the reasons as
2:09:53to why people are slow when they're
2:09:55beginning and why they get in their own
2:09:57head and why getting a client is harder
2:09:59than it needs to be is because they
2:10:00conflate the two. They conflate the two
2:10:02as in they think that experience and
2:10:04social proof are interchangeable.
2:10:06They're basically the same thing. When
2:10:07in reality, they are not. They're
2:10:08actually very different. The difference
2:10:09is this.
2:10:11And this is why it really matters. The
2:10:13difference is that social proof means
2:10:14how many clients you've had. Means if
2:10:16you have any testimonials. Experience
2:10:18means
2:10:19how much you know. What what the skill
2:10:21deficit? What is literally the skill
2:10:23deficit? Because here is the bottom
2:10:26line. Anybody can learn anything, and
2:10:27most business owners already understand
2:10:29that. Most business owners
2:10:31already understand that you could take
2:10:32somebody who's genuinely really dumb,
2:10:34stupid, but if you worked hard enough,
2:10:37you could turn that person or that
2:10:38person could become a brain surgeon.
2:10:40That person could become a brain
2:10:41surgeon. The question then is, what is
2:10:45the return on investments on actually
2:10:47training that person up? What is the
2:10:49return on the investment on actually
2:10:51training that person up?
2:10:53So, you can get somebody who might take
2:10:553 months to ramp up,
2:10:57but you can pay them less, so it
2:10:58actually costs you less. Or you can try
2:11:00to look for somebody who's top of the
2:11:02market, who who have all of these
2:11:03experience all this experience before.
2:11:05You're going to have to pay them more
2:11:06because they have the experience back
2:11:08them up. You're probably going to have
2:11:10to train them up as well. So, it's like
2:11:12which route do you want to go? And the
2:11:13reason why I bring that up is to say
2:11:15this.
2:11:16You just have to make it
2:11:18in their best interest to be the best
2:11:20ROI option. And here's how you do that.
2:11:25Let's say you have two copywriters,
2:11:26copywriter A and copywriter B. They both
2:11:28have no social proof,
2:11:30but one has experience and one does not
2:11:32have experience.
2:11:33Here's what that means.
2:11:35And I'll I'll go through and then look
2:11:36at the chat here as soon as well, my
2:11:37jeez.
2:11:38Um
2:11:39Copywriter A has been copywriting for a
2:11:41month. Copywriting B Copywriter B has
2:11:43been been also copywriting for a month.
2:11:45But copywriter A has just been like
2:11:47applying to some places, maybe doing
2:11:50some outreach, you know, looking for our
2:11:51some applications, but he hasn't really
2:11:55trained. He hasn't really studied. He
2:11:57hasn't really practiced. He hasn't
2:11:59really come on to the 40 CI live calls,
2:12:01unlike all of you guys, of course.
2:12:03So, what would you really say about him?
2:12:07What would you say about his situation?
2:12:09You say that he has no social proof and
2:12:11no experience. But the other copywriter
2:12:13on the other hand,
2:12:14he
2:12:15has both.
2:12:17He had No, no, no, not both. He has no
2:12:18social proof, but he does have
2:12:19experience.
2:12:21He breaks down ads every single day.
2:12:24He does test projects every single day.
2:12:27He shows up to the 40C I live calls. He
2:12:29shows up even to the 4D boot camp live
2:12:32calls with Jasper cuz those calls don't
2:12:33go on every single day and they're not.
2:12:35He understands the process behind
2:12:39um
2:12:39creative strategy. He has a process
2:12:41behind it. He also familiarizes himself
2:12:45with
2:12:47creative strategy apps, creative
2:12:49strategy softwares, which pretty much
2:12:50nobody without without experience or
2:12:53without social proof is going to do.
2:12:55Here's the difference is that experience
2:12:57is 100,000% in your control.
2:13:00Social proof with it is within your
2:13:02influence and you influence it by
2:13:04building up as much experience as you
2:13:06possibly can.
2:13:08And I want to go back to the software
2:13:11thing for for a minute, the tools.
2:13:14Creative strategy tools.
2:13:15I've been asked actually before on
2:13:17creative strategy interviews
2:13:19like what creative strategy tools do you
2:13:22use?
2:13:23And I'm not going to lie, I got caught
2:13:24slipping. That's part of the reason as
2:13:26to why
2:13:27I love entrepreneurship, right? It's cuz
2:13:29you just take the feedback that you get,
2:13:31you don't take it personal and you
2:13:33implement it into your next reps.
2:13:35And on that interview I learned, you
2:13:37know what? Even though I don't
2:13:39actively do a bunch of creative strategy
2:13:42for clients because I've been crushing
2:13:44it for uh what is that called?
2:13:46For social uh sorry, service-based
2:13:48businesses instead of e-commerce based
2:13:50businesses and creative is something
2:13:51that I want to get into more.
2:13:54Who's gay?
2:13:56Um yes, creative is something that I
2:13:58want to get into more. Ethan is is is
2:14:00derailing my train of thought.
2:14:02But in order to do that, I also need to
2:14:04familiarize myself with the tools as
2:14:06well. I don't need to
2:14:08buy them, I don't need to get a
2:14:09subscription to the tools or whatever.
2:14:11You can actually just learn how to use
2:14:13them before you even
2:14:14go on them. You can just familiarize
2:14:15yourself. The same with
2:14:17ActiveCampaign, for example, if you
2:14:19wanted to learn email marketing
2:14:21or or Mailchimp or any of those email
2:14:22service providers. And there's really
2:14:24really easy ways to do that. So, you
2:14:25have a couple, right? Couple of the big
2:14:27ones that people are going to use. One
2:14:28is Motion. I've done actually test
2:14:30projects with Motion before. Um it's
2:14:32very simple. I'll actually go through
2:14:33and show you guys here soon what that
2:14:35looks like. You guys have probably seen
2:14:36it before cuz I've been talking about it
2:14:38in a test project. Next is FourPlay.
2:14:41Um FourPlay is is really simple. And
2:14:42then next is Particle, right? So, what
2:14:45you will probably want to do is go
2:14:46through and look and just do a little
2:14:48bit of research, little bit of tutorials
2:14:50on these and familiarize yourself with
2:14:51them. Because on the interview, they're
2:14:53going to be asking you questions and
2:14:55there your answer doesn't really matter
2:14:57as much as if they can just find you
2:15:01tripping over your words
2:15:03and unprepared.
2:15:04Right? So, the guy with no experience is
2:15:06going to say, "Well, I don't have I
2:15:08don't have any experience with creative
2:15:09strategy yet, so I don't know any
2:15:10tools." The guy with experience is going
2:15:11to say, "Oh yeah, well, I've been
2:15:12playing around in in Motion and FourPlay
2:15:14and stuff and I'm by by no means like an
2:15:16expert with the tools, but I've been
2:15:18familiarizing myself, learning more
2:15:19about them and how to use them. And I
2:15:21use them when I'm creating creative
2:15:23strategy test projects."
2:15:25Like how fire an answer is that? If you
2:15:27have that answer, you're good.
2:15:30Um
2:15:32Fathom AI says, "Worst case scenario,
2:15:34you can at least mention how you scrape
2:15:36winning angles on Facebook library."
2:15:38Yeah, exactly. I mean, Facebook library
2:15:40is a is a tool as well. Um
2:15:43Yes, the
2:15:45um
2:15:47There was another thing.
2:15:49Yeah, but but that's basically the the
2:15:51big thing.
2:15:52That's the big thing. Other things,
2:15:54recording
2:15:55This is going to sound crazy, but
2:15:56recording
2:15:58Loom video breakdowns
2:16:00consistently. And even put them on your
2:16:03social media.
2:16:04I don't know if you guys have watched
2:16:05the new 4D
2:16:08creative strategy launchpad course
2:16:10videos. If you haven't, you definitely
2:16:11should. But, inside of there, Mr. Jasper
2:16:15talks about creating your online
2:16:16profile.
2:16:17Now, you don't need Yeah, it is
2:16:19definitely super peak. You don't need a
2:16:21super huge personal brand in order to
2:16:24start. You don't need to be like a
2:16:25YouTuber or whatever. You need what I've
2:16:27been calling a
2:16:30a personal brand business card, right?
2:16:32It's not something something where
2:16:33you're trying to get a bunch of
2:16:35views. It's just just something where
2:16:36people can go to almost like a portfolio
2:16:38of your work, right? You upload like
2:16:40three to five simple Loom videos
2:16:43breaking down either like
2:16:45I ideally it's like a case study.
2:16:48You have a case study of some creative
2:16:50that you wrote for a client, and even if
2:16:52it didn't do that well or is you're
2:16:54still working for them, just having
2:16:55something where you are showing off
2:16:57social proof is is is fire. Even if you
2:17:00don't have social proof, you can still
2:17:02show off
2:17:03experience.
2:17:05Here is my breakdown of
2:17:08whatever, Carpe. Here's my breakdown of
2:17:09Carpe, their ads, some of the things I
2:17:12think that they're leaving on the table,
2:17:13and some of the things that I think that
2:17:15they're doing great.
2:17:16And if I were to start a deodorant
2:17:19brands tomorrow
2:17:21after studying Carpe and Dr. Squatch,
2:17:24here's the first five ads I would make.
2:17:27Right?
2:17:28This shows a bunch of things. One, it
2:17:30actually shows that you're working hard
2:17:31at it, you're learning. Two, it's
2:17:33experience proof because they get to see
2:17:35when you posted that. If you posted it
2:17:36like three months ago, five months ago,
2:17:38one year ago, it's unquestionable for
2:17:39how long that you've been doing it.
2:17:41And then third of all, they actually get
2:17:42to see your thinking process, and you're
2:17:45going to stand out much farther than the
2:17:46other guy who has no experience. Here's
2:17:48the Here's the thing.
2:17:50Is that there are tons of applications
2:17:52out there, and if you've been applying
2:17:53to them, you know that all it really
2:17:55takes is you standing out cuz there's
2:17:57going to be tons of people who apply to
2:17:58them. A lot of them don't have that much
2:18:00experience, either. So, recording the
2:18:02the Loom breakdowns, making sure you're
2:18:04hopping on calls like these, literally
2:18:06living, breathing, eating, and sleeping
2:18:08copywriting and creator strategy, right?
2:18:10Because copywriting is also really
2:18:11important. Don't forget that.
2:18:12Understanding buyer psychology, uh
2:18:15structures, why people buy, how to
2:18:17create a really good hook, etc.
2:18:20The other thing you're really going to
2:18:20need to know is how to interpret data.
2:18:23You have two different types of data.
2:18:24You have primary data,
2:18:26I guess you could call it primary KPIs,
2:18:29and then secondary metrics. Primary
2:18:31KPIs, we're talking about things like
2:18:33return on ad spend, ROAS, or average
2:18:35order value.
2:18:36Whereas the secondary stuff is more like
2:18:41the hook rate,
2:18:42the click-through rate, right? Cuz you
2:18:44can have a really good hook rate and
2:18:45really through click-through rate in the
2:18:47creative catches a lot of attention and
2:18:48it's really good content, but it only
2:18:51really matters if people buy. The reason
2:18:54why I'm saying some of these things is
2:18:55because when you go into calls, when you
2:18:57go into interviews, and you have these
2:18:59sorts of insights, like the things that
2:19:01I'm saying a a a basic basic beginner is
2:19:04not going to know. They're not going to
2:19:05understand. They're not going to
2:19:07have an inkling of an idea. So, if you
2:19:09can just recite some of those ideas,
2:19:11those topics, and some of the learning
2:19:14behind them, you'll be much farther
2:19:15along than the person who comes onto the
2:19:17call and is just like, "Uh
2:19:19I don't know. I haven't really I haven't
2:19:20really done much of this stuff, so I
2:19:22couldn't really tell you." So, my
2:19:23takeaway is this, right? I like to give
2:19:24a lesson, talk about the the the
2:19:26principles, and then tell you actually
2:19:28what to do with yourself, what to do
2:19:29with your hands, what to do next. What
2:19:31to do next. Um what is to come up with a
2:19:33study strategy.
2:19:34A study strategy.
2:19:36You know what's crazy? I was actually on
2:19:37a 40x
2:19:38call with a with a girl. She was looking
2:19:41to get into 40x, and she she did end up
2:19:44getting in.
2:19:45And she was talking about how she
2:19:47created herself a syllabus
2:19:49for copywriting. She's like, "Yeah, the
2:19:51first month I'm going to learn these
2:19:52couple things the first the second week
2:19:54I'm going to learn these couple things."
2:19:56I thought it was really interesting. I
2:19:57think that everybody should take a a
2:19:58similar approach. She was actually a
2:20:00daytime or a nurse by day. So, she had
2:20:02already gone through like the
2:20:03traditional path. That's how she learned
2:20:05really well.
2:20:06So, a lot of people already have
2:20:07something like this already in mind or
2:20:09already they're they're already doing,
2:20:10but still I want to
2:20:12further
2:20:14encourage you to literally like
2:20:17become obsessed with it. Become obsessed
2:20:19with it. If you get obsessed in 30 days
2:20:22and you get on a call, they're going to
2:20:24be able to tell. They're going to be
2:20:25able to know. They're going to already
2:20:26know that you know what you're talking
2:20:28about, which goes extremely far. Next, I
2:20:30wanted to show you the inside of Motion
2:20:33and then I actually wanted to show you
2:20:34how you're going to learn Motion as
2:20:36well. Uh because the best one of the
2:20:39best parts about Motion specifically,
2:20:41but all of these tools is that they're
2:20:43incentivized for you to learn how to use
2:20:45them. They're highly incentivized for
2:20:47you to learn how to use them. So, Motion
2:20:49has their own YouTube channel and a lot
2:20:52of the videos on here are super super
2:20:55super super super valuable. They're not
2:20:57very well viewed. They They only have
2:20:58like
2:20:59like a couple dozen views on each of
2:21:01them, but they're literally so so good.
2:21:04So, I'm going to share my screen and
2:21:05open them up with you and kind of we're
2:21:06going to go over it really quickly.
2:21:08Really just straight-up really good
2:21:09creative strategy lessons. You go
2:21:12through and and binge watch a lot of
2:21:13these. I'm on my wrong YouTube account,
2:21:15but whatever. You go through and and
2:21:16binge through a lot of these and you're
2:21:19going to learn you're going to know
2:21:20you're going to understand
2:21:23a lot of the vernacular that they use,
2:21:25which is really really important. All
2:21:27right? If they say a word like like if
2:21:30we're copywriters and I say something
2:21:31like, I don't know,
2:21:33a copywriting structure and you you
2:21:34can't recite a single structure, you
2:21:36don't know anything about structures, or
2:21:37you don't know what a hook is or
2:21:38something, I already know within 2
2:21:40seconds like, okay, this guy is like
2:21:42first day. This guy is straight-up noob.
2:21:43If we were to get and this is the
2:21:45implication with that. If we were to
2:21:46hire him, if we were to get him on, it
2:21:49would take us a long time
2:21:51in order to ramp them up. A lot of time,
2:21:54energy, and effort. That's not what
2:21:55people want. So, that's how you would
2:21:57learn this as well. Um I'll send this
2:22:00over to you guys, or you can just see
2:22:01it. It's Motion Creative Analytics.
2:22:03Really, really good thing to learn in
2:22:05general. And this is what Motion looks
2:22:07like. So, this is a This is Motion right
2:22:09here. This is some of their top
2:22:10creatives in in this specific account.
2:22:12And all this is is it is a analytics
2:22:15tool. All right, it's an analytics tool
2:22:17that helps you keep organized and also
2:22:19look deeper into what's working behind
2:22:22everything. So, that's how it works.
2:22:24Would you recommend only applying for
2:22:26creative strategies, and how much time
2:22:28should we take? Mhm, great uh great
2:22:29question. So, here's what my answer to
2:22:32that would be. Do I recommend only
2:22:34applying to creative strategist? No. I
2:22:35recommend applying to anything that is
2:22:38relevant. All right? So, what that means
2:22:41is you want to apply to copywriter
2:22:44positions, content writer positions,
2:22:47creative strategy positions,
2:22:49ad writing positions, script writing
2:22:51positions, blog post positions, anything
2:22:54that genuinely is relevant to you. You
2:22:56don't want to apply for video editing
2:22:59positions, graphic designer positions,
2:23:02any of those. You guys get the gist.
2:23:04Reason being is because if it's even
2:23:05just related or relatable, or it's
2:23:07something that you can put in your
2:23:08portfolio or use, then that's great. But
2:23:11if I am trying to become a copywriter
2:23:14and or creative strategist, and I've
2:23:16worked as a video editor in a bunch of
2:23:17businesses, how much does that really
2:23:19help me? That experience doesn't help
2:23:20me. It's not actually stacking on top of
2:23:22each other. Then you're building
2:23:24horizontally before you're even building
2:23:26vertically, which it isn't always the
2:23:27best. So, as a side note as well,
2:23:31in the new creative strategy lessons,
2:23:33Jasper and I both made up different uh
2:23:36different some different lessons. And we
2:23:38actually both came up with a section for
2:23:40cover letter and portfolio. Actually, I
2:23:42think I came up with the one for
2:23:44portfolio. He did portfolio and cover
2:23:45letter. But the reason as to why we
2:23:48decided to do it like that and why
2:23:49that's actually so important is because
2:23:51it's really, really bad to have your
2:23:54uh to have everything looking like
2:23:56everybody else's, right? Format-wise,
2:23:58it's not really a big deal, but, you
2:24:00know, having two lessons in there, so if
2:24:02you've already seen my lesson on
2:24:04portfolio building, for example, I
2:24:05highly recommend you guys go check out
2:24:07his as well.
2:24:08Um obviously, you can't use both of them
2:24:10literally at once, but taking notes of
2:24:13the different approaches and then using
2:24:15your own combination is where you're
2:24:16going to actually be able to stand out
2:24:18uh really well, too. So, primary angle,
2:24:20mhm. Classic shave, modern tool. Upgrade
2:24:22the classic shave without sacrificing
2:24:24Thomas masculine aesthetic. Is that what
2:24:26I'm seeing here? The Chairman Pro.
2:24:29Old school shave, new school shaver.
2:24:32Huh, cool.
2:24:33Why is that Is that French? Core
2:24:35message, get the mhm to show persona.
2:24:39Right, right. Mhm, why it works. The
2:24:41market is highly sophisticated, so
2:24:43instead of explaining features or
2:24:44expanding on the problem, the ad takes a
2:24:46bottom-of-funnel approach. Yeah, it's
2:24:48very bottom-of-funnel. Positioning
2:24:49desired outcome. Uh-huh, right, right.
2:24:52French copy ads. High-end feel. Okay, I
2:24:55got the French is in there, yeah. Mhm,
2:24:57shows the final visual.
2:24:59Sweet. I would probably start with
2:25:01something that has a little bit more
2:25:02meat in it. Yeah, like this one. Like a
2:25:03like actual video.
2:25:05How to describe kind of kit dad would
2:25:07love for Father's Day.
2:25:09Yeah.
2:25:10It's good. I like that. Number one,
2:25:12beard, balls, and strays bundle. People
2:25:15really be using this the same shaver
2:25:16with their balls and their beard. That's
2:25:18crazy.
2:25:20>> [laughter]
2:25:22>> You have nuts on your chin, dog.
2:25:24That is so crazy. The Lawn Mower 5.0
2:25:27Ultra, The Beard Hedger, uh-huh, and The
2:25:29Weed Whacker. Mhm, interesting. I have
2:25:32one of these, but I definitely don't use
2:25:35it on my face, bro.
2:25:37That's crazy. Weed Whacker 3.0, uh-huh,
2:25:40okay. Number two, The Beard hedger plus
2:25:42kit.
2:25:43The beard hedger plus, beard serum,
2:25:45beard taming stick, beard buffer, beard
2:25:48cleanser, handy beard accessories packed
2:25:51for you as a gift. Number three, the
2:25:52performance package 5.0 ultra.
2:25:56Lawn mower, weed whacker,
2:25:59crop soother ball aftershave lotion,
2:26:02crop preserver
2:26:05anti-chafing [clears throat]
2:26:05ball deodorant. That's crazy, okay.
2:26:08Father's Day sale, 15% off. Mm.
2:26:11I think it's okay. You know what I've
2:26:12actually seen I was um and this is a a
2:26:15little bit of an aside,
2:26:17but maybe it will it will help somehow.
2:26:20I've seen I was watching some of these
2:26:22ads recently. What was I watching? Yeah,
2:26:24it was it was for a clothes brand. We
2:26:26might be able to get into it later. But
2:26:27they were talking about their new shorts
2:26:31and they were stretchy gym pant. They
2:26:34were a khaki and they were
2:26:37water-wicking as well. So you could use
2:26:38them as like swim trunks. So they hit
2:26:40the three-in-one angle. You You ever see
2:26:43those memes that are like the
2:26:4525-in-1 shampoo memes? The reason why
2:26:48it's a meme is because yeah,
2:26:52it's because all these dudes out here
2:26:53are like, "Oh bro, I have this like
2:26:5513-in-1. It's shampoo, it's body wash,
2:26:57it's conditioner, it's toothpaste." And
2:26:59obviously it's kind of gross because
2:27:01like a three-in-one, you're going to
2:27:02wash your body with the same thing you
2:27:04used to use shampoo and conditioner. And
2:27:07you're going to use it as like your
2:27:07shave cream, too.
2:27:09It's just silly. But the two-in-one and
2:27:11the three-in-one is on like half of the
2:27:14the uh soaps in the shampoos in the
2:27:17section are like all two-in-one,
2:27:20three-in-one. So it's a very strong and
2:27:22heavy marketing angle. That's what this
2:27:24reminds me of. Not saying that that's
2:27:26like
2:27:27the thing that's going to blow the
2:27:28account up, but that's an idea I think I
2:27:30would test with them. I think it I think
2:27:32it has potential. The other thing with
2:27:33the ad is that I feel like it's very
2:27:35it's very rapid-fire, which it's
2:27:36supposed to, but it doesn't really
2:27:38explain I guess, you know, benefits.
2:27:40Yeah, actually it kind of only gives
2:27:41features, like what it's called, and I'm
2:27:43not really hearing a lot of the
2:27:45benefits. For example, so this is the
2:27:47gift angle, right? And I think I really
2:27:49love about creative strategy is you can
2:27:51relate it to your own life very well.
2:27:53When my wife actually actually, you know
2:27:55why my wife got me this? She did get me
2:27:57one like this. My wife got me this
2:27:59because I said that you can't take
2:28:01clippers into the shower. And being able
2:28:03to take clippers into the shower is a
2:28:05benefit. Nothing here really tells me
2:28:06how I can use it or what the benefit
2:28:08really is. So, it maybe is good for like
2:28:10a bottle of bottom of funnel, but I'm
2:28:12thinking that that might be a way that
2:28:13we can even improve it as well. Um I'll
2:28:15just say gift guide. Give dad something
2:28:17he'll actually use.
2:28:18Right, caption only plus b-roll ad,
2:28:20right right.
2:28:21Hook. Uh three gifts dad would love.
2:28:24Mhm. Core message, partners. Yeah, yeah,
2:28:26yeah. Solution aware. Why it works. The
2:28:29market is highly sophisticated, so
2:28:30instead of educating the audience, ad
2:28:32introduces Didn't you say this back
2:28:34here?
2:28:35Uh wait. Bottom of funnel approach.
2:28:39Mhm. See, you said you said the thing up
2:28:41here. What I'm getting from that
2:28:44is I'm getting
2:28:46AI {slash} chat
2:28:48copy paste vibes. Now, it might not be,
2:28:52but it kind of just feels like it. So,
2:28:54when it both when both of them start
2:28:56with this smiley, market is highly
2:28:57sophisticated, so instead of and and
2:28:59something else that I think would help
2:29:00you is
2:29:01although oops, I'll say this here.
2:29:04Although
2:29:06MANSCAPED
2:29:08is a great
2:29:10DTC
2:29:12ad account
2:29:13to study,
2:29:15I will say that you may want to pick
2:29:19some harder hitting {slash} easier to
2:29:24talk about ones, especially
2:29:27for the beginning
2:29:30of
2:29:31the portfolio.
2:29:33Here's what I mean by that, right? If
2:29:34you look at a brand like, I don't know,
2:29:36like Nike or or some of these other uh
2:29:38really big brands, their ads are really
2:29:40really quite boring. And the reason why
2:29:42their ads are quite boring is because
2:29:44they're a lot less direct response.
2:29:46And I use that as like a a descriptive
2:29:49word, whereas direct response is more of
2:29:51a binary, but I'm using it more of like
2:29:53a descriptor. Here's what I mean by
2:29:54that. A direct response is like I put
2:29:56out a post and I tell you to click a
2:29:58link. I can see how many people click
2:29:59that link. That's direct response. If
2:30:02somebody puts up a billboard by the
2:30:03highway, that's non-direct response.
2:30:06That's just touch points. And that works
2:30:08by McDonald's has one of the biggest ad
2:30:10advert-
2:30:11uh advertising budgets in the world
2:30:14because
2:30:15there's not like nobody's ever heard of
2:30:16them. Like everybody's already heard of
2:30:17McDonald's. But because you see them so
2:30:20often and you see them everywhere,
2:30:21they're hoping what will happen is
2:30:22you're just like going home from work,
2:30:23man, I'm really hungry. You look up, you
2:30:24see the double arches, and you go get
2:30:26yourself some McDonald's. So,
2:30:28the reason as to why I say that is
2:30:30because when you have other ads, they
2:30:32are more creative,
2:30:34they're more creative in their creative,
2:30:35they're more interesting, more easy to
2:30:37talk about, and you probably like
2:30:38talking about them more, you like
2:30:40watching their ads more. So, one thing I
2:30:42would uh one thing that I would
2:30:45advise to anybody in here is go look at
2:30:47like five to 10 of those ad accounts. Go
2:30:50look through like the videos, the things
2:30:51where like interesting interesting
2:30:53things happen or you see something
2:30:54that's like, "Whoa, that's like a really
2:30:55good piece of marketing." Things that
2:30:57you can really talk about and then go
2:30:58from there. Because
2:31:00uh when I look at these ones, like yeah,
2:31:02they they do the job, but they're a lot
2:31:03more utilitarian than most. What I mean
2:31:06by that is that they work, they're good,
2:31:08but they're so simple that it's hard to
2:31:10really pull anything from them, right?
2:31:13So, these aren't bad breakdowns by any
2:31:14means, but it's like you're not working
2:31:16with anything that's really showcasing
2:31:19um
2:31:19what Thomas can really do. So, you're
2:31:21always reminded of them when you're
2:31:22hungry. Yeah, yeah, exactly. There's
2:31:24more so on branding an rather than
2:31:25direct response. Yeah, precisely. Mhm.
2:31:28My notes, three new ways, field native
2:31:31hook. Yeah, I mean all of this works.
2:31:33It's definitely sounds good, but um
2:31:35you have What does it mean? Yeah, you
2:31:37can you can literally just pick another
2:31:38ad uh
2:31:40ad account to do and put that one above
2:31:42that above what we just watched um and
2:31:44you can probably just keep this as well.
2:31:46Oh, no.
2:31:48They did the same thing that uh yeah,
2:31:50okay.
2:31:51These anthropomorphic object ads are are
2:31:54getting out of hand over here.
2:31:56>> You're about to use scissors
2:31:58down
2:31:59there?
2:32:00>> Yo, quick PSA, bro. If anybody's
2:32:02thinking about using scissors down
2:32:03there, please don't, bro.
2:32:06Please don't, bro. You're going to cut
2:32:07off your family line, bro. Please.
2:32:10>> You do know I was literally designed for
2:32:12that. I come with two skin-safe blades
2:32:14to clean it up or get it smooth without
2:32:17>> Wait, what did you see there?
2:32:19Look, look. Skin-safe technology does
2:32:20not guarantee cut protection. It sure
2:32:23does not cuz it still cut you.
2:32:25>> without stressing. I'm waterproof. Just
2:32:27take me in the shower and send it all
2:32:29down the drain.
2:32:30>> [music]
2:32:30>> And I even have an LED light so you can
2:32:32literally see every single hair. Stay
2:32:34ready before everything gets wild and
2:32:36sweaty down there.
2:32:38>> Yeah, I mean
2:32:40the anthropomorphic objects talking are
2:32:43actually uh seem to be performing really
2:32:45well cuz I see them all the time
2:32:46everywhere. Yeah, yeah. He talked about
2:32:48the waterproof so he's talking about a
2:32:49lot of the features or sorry, a lot of
2:32:50the benefits here. So, this is more top
2:32:51of funnel. I even have an LED light. For
2:32:53some reason, the LED light is Well, I
2:32:55guess not for some reason cuz he has a
2:32:56face so he can't really have the LED
2:32:58light there cuz LED light goes right
2:32:59there. But, the LED light is actually a
2:33:01game changer. Okay, safe grooming. Mhm.
2:33:03AI narration ad from the product's
2:33:06perspective. Hook here about to use huh.
2:33:08Core message, stop using tools that
2:33:09weren't designed for intimate grooming.
2:33:11Yeah, yeah.
2:33:12Persona, men who um currently use
2:33:14scissors. Mhm. So, when I when we think
2:33:17about persona, I want to I want you to
2:33:18think a little bit deeper, right?
2:33:19Persona, I I think I would add a little
2:33:22part a little bit of demographic in
2:33:23there as well. So, persona is like what
2:33:26they're like, their personality traits.
2:33:28Demographic is like, you know, what are
2:33:29the facts about them? So, if guys are
2:33:32about to use scissors down there, what
2:33:34does that tell you? That tells you that
2:33:35they probably never even dealt with down
2:33:37there at all before. So, they're
2:33:38probably
2:33:39like not 30 or 40, I don't think at
2:33:41least. I don't know.
2:33:43Maybe I don't know too much about. I can
2:33:45use conjecture though. This is where uh
2:33:47research kind of comes into play as
2:33:48well. But, I would imagine that guys who
2:33:50are older probably wouldn't
2:33:52do something so silly. Right? So, maybe
2:33:55that will work as well. Maybe you can
2:33:56use a line in there, and this is just
2:33:58conjecture as well. I'm not actually
2:33:59saying do that do this. But, because
2:34:01this is for people who might be thinking
2:34:03about using scissors down there, they're
2:34:04probably younger. We can use some Gen Z
2:34:05language. Bro, if you use scissors down
2:34:08there, you're cooked. Again, that's just
2:34:10an example, but you get the point.
2:34:11Razors, generic trimmers, worried about
2:34:13cutting themselves. They're also quite
2:34:14embarrassed about the whole topic
2:34:16situation. Okay, yeah. Uh awareness
2:34:18level, solution aware. Is it solution
2:34:20aware? I feel like it would be problem
2:34:21aware now cuz they they understand the
2:34:23problem. Maybe cuz cuz solution aware
2:34:26would imply that they're like, "Man, I
2:34:28really need something that does these
2:34:29particular things." Whereas this one's
2:34:31saying, "You need something that needs
2:34:33these particular things." So, I don't
2:34:34know. Maybe maybe I'm getting it wrong,
2:34:36but what do you guys think? Making the
2:34:37topic feel less awkward. Mhm. Open to
2:34:39disapproving reaction. Mhm. Shows the
2:34:41product.
2:34:42Yeah. Yeah.
2:34:43What that tells me about this account.
2:34:45Okay, yeah. Body orgiastic demonstration
2:34:48UGC. Mhm. Mhm. Cool. Yeah. I I say it
2:34:51works.
2:34:52Yeah. Let's get it. Now, uh down here.
2:34:55I don't know. Yeah, these are there's
2:34:57some huge gaps here. So, I was like,
2:34:58"Oh, okay." All right, let's keep going.
2:35:00More seasonal gifts idea. Father's Day
2:35:02worked well. Expand the same for you
2:35:04formula to birthdays. Mhm. Yeah, that
2:35:06could work. The problem with birthdays
2:35:08is that everybody has a different one.
2:35:10Whereas Christmas, it's like when it's
2:35:11Christmas is coming up, you already
2:35:12know. When it's Valentine's Valentine's
2:35:14Day is coming up, Father's Day, etc.,
2:35:16You already know.
2:35:17Um
2:35:18these
2:35:19would work, but um
2:35:22yeah, it's kind of kind of a almost a
2:35:23different category. It might be worth
2:35:25pointing that out. I've also seen this
2:35:26gift concept when in various other ad
2:35:28accounts. Yeah, because it just targets
2:35:31a broader audience from a fresh angle.
2:35:33The attractiveness and stinging angle.
2:35:36Attractiveness. Okay, okay. Reference.
2:35:39>> And your balls stink because you're
2:35:40hairy. I'm so sick of the double
2:35:41standard of men expecting us to be
2:35:43beautifully shaved, but no smell down
2:35:44there, and then y'all sitting here
2:35:45stinky hairy.
2:35:49>> This is the controversy angle right
2:35:50here.
2:35:52So, I believe I've heard this before. I
2:35:54haven't seen it in practice or know how
2:35:56much it I don't know how much
2:35:59specifically it matters or affects it.
2:36:02But I saw I think it was Jason who just
2:36:04talked about how when you are creating
2:36:07ads, if you make it controversial or
2:36:09make some sort of engagement bait, and
2:36:11more people are engaging with the ad,
2:36:13then the algorithm will actually push it
2:36:15farther. And uh you can get a lower cost
2:36:18per
2:36:19basically cost per view in order to do
2:36:21that. That's where I kind of feel like
2:36:23is going on right here. I'm not really
2:36:24sure. And also, it could be targeting
2:36:26women here, since the girl is here
2:36:28speaking about it. She's talking about a
2:36:29double standard sort of thing.
2:36:31Interesting. I I like this ad. This is
2:36:33the most interesting ad we've seen so
2:36:34far. We're only like 5 seconds in. Do
2:36:36you think Guys, do you think she's
2:36:37tripping or what? Like you expect us to
2:36:39be all good down there, and you going to
2:36:40be down there stinking cuz you blah blah
2:36:42blah. It's like, "Yo, yo, who's who's
2:36:43we? Who are you talking about?"
2:36:45>> I would know.
2:36:46>> #notallmen
2:36:47>> Cuz I was a professional waxer, okay?
2:36:49Take off the hair, the smell will
2:36:51follow. Now, I understand not everybody
2:36:52wants to get waxed. I'm not saying get
2:36:53waxed. What I'm saying is find a trimmer
2:36:55that's actually meant for your balls.
2:36:56This doesn't nick, it doesn't cut. I'm
2:36:58sitting here pressing it hella hard on
2:36:59my hand. Nothing. But at the same time,
2:37:02gives such a great shave. Like look at
2:37:04that. It comes with multiple guards and
2:37:06an attachment for your nose. You can
2:37:07really use this for anywhere. And they
2:37:08keep running sales. I believe If just
2:37:10restocked. If the orange car is still
2:37:11here, that means they're still in stock.
2:37:13>> [laughter]
2:37:14>> Okay. Okay. So, she used to be a waxer.
2:37:16I'm not saying don't get a wax, but
2:37:18>> Because you're hairy. So, sticking with
2:37:19the double standard of men expecting us
2:37:21to be beautifully shaved with no smell
2:37:22down there, and then y'all sitting here
2:37:24stinky hairy. I would know because I was
2:37:26a professional waxer.
2:37:27>> So, this one is definitely towards a
2:37:29younger audience as well cuz she is
2:37:31using Gen Z language like, "I'm pressing
2:37:33it hella hard on my skin."
2:37:35Okay, miss. Okay, miss lady. All right.
2:37:38Um
2:37:39reference.
2:37:40Mhm. Attractiveness and sting angle.
2:37:42Feeling fresh in your own body is mhm.
2:37:44Yeah, yeah. Missing opportunities.
2:37:47Okay. So, the second angle as a missing
2:37:50opportunities the attractiveness and
2:37:51sting angle. Um I'm not sure why this is
2:37:54a reference. Why test it? Feeling fresh.
2:37:56Mhm. [clears throat] Mhm. Mhm.
2:37:59Yeah. So, when it comes down to like why
2:38:02I test it, uh I think a lot of the times
2:38:05you're looking for some really they're
2:38:07looking for uh this which is I would
2:38:08call soft evidence, right? Which is like
2:38:10the the reasoning. But, I'd also be
2:38:12looking for some hard evidence, too. So,
2:38:15what that might look like is
2:38:17um oh, I saw that another brand
2:38:21Dr. Squatch
2:38:23uh I think they do soap soap and and
2:38:25whatever uh did this angle, and I think
2:38:27that we could
2:38:28change it to make it our angle, and I
2:38:29have a reason to believe that this uh
2:38:32this ad did really well for them, for
2:38:34example. Or, I've seen this pattern
2:38:36across these three different ads. And
2:38:39then this is why I think it would work
2:38:40really well. So, um yeah, I think that'd
2:38:42be really good, too. You mean uh data
2:38:44and stuff? Yeah, it could be data. But,
2:38:46but the the thing here is that we don't
2:38:48really have the quote unquote data
2:38:49behind the ad account. So, I would just
2:38:50use like reasoning. Uh reasoning in
2:38:53terms of patterns I see,
2:38:56um or even even research that I've done.
2:38:58You know what would go really hard here
2:38:59is if you took like a screenshot from
2:39:01Reddit of some dude saying like, "Oh,
2:39:03well, I used this one razor, and it got
2:39:07really hot. Or, I used this one razor
2:39:09and it didn't really it as soon as I
2:39:10took it into the shower to wash
2:39:12everything away, it broke. And whenever
2:39:14I use my razor here's a really good one.
2:39:16Whenever I use my razor my wife is
2:39:18always so mad because I get my
2:39:21my hair everywhere. Uh this is not from
2:39:23personal experience by the way. I get my
2:39:24hair everywhere. So then um it makes a
2:39:27mess. So I want to do it in the shower.
2:39:29But now I can do it with Manscaped
2:39:31because you can actually take it into
2:39:32the shower. So um that's the reason.
2:39:33Format iterations of winning ads. They
2:39:35test a huge number of ads. So winning
2:39:37winning winning winning ads.
2:39:39Mhm. Static in reverse cost.
2:39:42New. Unique.
2:39:45As a market separation. Okay. Reference.
2:39:48See this one.
2:39:49>> Ever wondered if shaving your hair makes
2:39:50it grow back thicker? When you shave,
2:39:52you're slicing the hair at the surface
2:39:54where it's
2:39:55>> That's the fire hook.
2:39:57Cuz this is like so highly debated.
2:39:59>> thickest. So the truth is, shaving
2:40:01doesn't change how your hair grows. It
2:40:02won't make it thicker or coarser. It
2:40:04just looks different because of the
2:40:05blunt cut.
2:40:06>> Who can even shave the hair from your
2:40:07balls and ass without fear? Even if you
2:40:09want to, it's impossible to cut yourself
2:40:11with this machine. If you're a man and
2:40:13you like to shave body hair even from
2:40:15the most sensitive and intimate areas.
2:40:17If you buy
2:40:17>> A man who cleans
2:40:20his home
2:40:21is expecting visitors.
2:40:24That's all I got to say, bro.
2:40:27>> [snorts]
2:40:27[clears throat]
2:40:28>> Bro, he used a toy as a demonstration.
2:40:30Here's this fuzzy little animal. Watch
2:40:32me shave it with this.
2:40:35>> [laughter]
2:40:36>> I'm actually we didn't even get through
2:40:37it, did we?
2:40:38>> directly on Amazon, you'll be throwing
2:40:40money away. That's because in the
2:40:41official store on TikTok shop, the same
2:40:44product is 50% off. So if I were you, I
2:40:46wouldn't waste time. Click on the orange
2:40:48button now.
2:40:49>> It's cool. Yeah, I mess with it. I think
2:40:51that's a a good a good hook for sure.
2:40:54This sort of like a Jack D Films hook.
2:40:57That's what that is. Uh is really good.
2:40:59It's kind of like the blue background
2:41:00with the 3D animations.
2:41:03Yeah, these perform really well.
2:41:04>> Ever wondered if shaving your hair makes
2:41:06it grow back thicker? When you
2:41:08>> And and the question is also just fire.
2:41:09>> you shave, you're slicing the hair at
2:41:11the surface where it's thickest. So, the
2:41:13truth is shaving doesn't change how your
2:41:15hair grows. It won't make it thicker or
2:41:16coarser. It just looks different because
2:41:18of the blunt cut.
2:41:19>> You can even shave the hair from your
2:41:20balls and ass without
2:41:22>> Transition is crazy.
2:41:25Okay, what I test focusing on branding
2:41:27with a difference of sophistication
2:41:28market is the way is one way. The other
2:41:31way is to create new way to present a
2:41:32unique mechanism that differentiates it
2:41:34from everyone else. A winning example
2:41:36could be swipe with this reference.
2:41:37Yeah, there's only so many things that
2:41:38they can do though and we kind of have
2:41:40to work with what we got already in the
2:41:42ad account. All right, guys. Welcome
2:41:44back. I hope that was super super
2:41:46valuable to you. I know what I learned
2:41:48so much just by breaking down certain ad
2:41:51accounts and just doing it consistently
2:41:54time and time and time again and doing
2:41:56so many per month. I mean, if you
2:41:58literally just said, "All right, I'm
2:41:59going to break down 100 ads in the next
2:42:02month." That right there, that input
2:42:04would get you so much farther along
2:42:06skill-wise. Which brings me to my next
2:42:08section here, which is creative strategy
2:42:10practice exercises. Pretty much
2:42:12everything we've covered so far has been
2:42:13conceptual. What creative strategy is,
2:42:15why it's a massive opportunity, what the
2:42:17terms mean, how someone with no
2:42:18experience can actually break in. Now,
2:42:20we are going to do the actual work, you
2:42:22and me. And I want to be really clear
2:42:24about something before we start is that
2:42:25these exercises are not just busy work.
2:42:27They're not just things that you can do
2:42:28so that you feel productive. Every
2:42:30single one of them produces something
2:42:31real that you can use in actual
2:42:33application. A portfolio piece, a loom
2:42:36breakdown, a brief you can show a hiring
2:42:38manager. Remember the sawdust concept,
2:42:39which is this. When a sawmill cuts
2:42:41lumber, sawdust is a byproduct. For a
2:42:44long time, mills would take that sawdust
2:42:46and just throw it away. Then, someone
2:42:47figured out that they could sell it,
2:42:48too. The same output as before, but now
2:42:51you have double the value. That's what
2:42:53these exercises are. You're practicing
2:42:55and the byproduct of that practice is a
2:42:57portfolio. One action, multiple results,
2:42:59so let's get into it. A byproduct of the
2:43:01practice is a portfolio, and your
2:43:03skills. And when you have better skills,
2:43:05you'll be able to get clients. When you
2:43:06get clients, you'll be able to turn
2:43:08practice into your actual work. Once
2:43:10you're doing the actual work, those
2:43:11things also become your portfolio. Those
2:43:14things also become you building your
2:43:16skills. So, this is the one thing that
2:43:20is going to build the chain reaction
2:43:22that leads to you becoming a highly paid
2:43:23copywriter and creative strategist. So,
2:43:25exercise one is as simple as it gets,
2:43:27the ad account breakdown. This is the
2:43:28most important habit that you can build
2:43:30as a creative strategist, and the one
2:43:32that most people skip because it doesn't
2:43:33feel like the real work. It is the most
2:43:35real work you can do, and here's what
2:43:36you're going to do. Open Facebook ad
2:43:37library, it's free. You don't need an
2:43:39account, just go to Facebook ads
2:43:40library, and you're in. And I'll
2:43:42demonstrate what that looks like. So,
2:43:44here is exactly what you're going to
2:43:45find when we come to the ad library. So,
2:43:48on top of that, what I want you to do is
2:43:49go to the school community. This is
2:43:51completely free, it's the copy starter
2:43:53kit. It's linked down below. When you go
2:43:55to the creative strategy resource pack
2:43:56right here, you open that up, you can go
2:43:59to the portfolio template, which is
2:44:01right here. It's going to give you this
2:44:02Google Doc, and then once you're in
2:44:03here, it shows you everything you need
2:44:05to know to build a portfolio, but what I
2:44:07really wanted to look at is all the
2:44:09examples. So, you have apparel here,
2:44:11supplements here,
2:44:13men's products, EDC, Mhm, home kitchen,
2:44:16beauty, pets, food beverage, sleep and
2:44:19recovery, etc., etc. So, you can just
2:44:21take any of these, and you can go look
2:44:23them up and see exactly what they're
2:44:24doing. So, we're going to go with AG1.
2:44:28So, I copy that, I hop over here, I put
2:44:31it inside, mhm, and then
2:44:34I'm going to look for it. I don't see
2:44:37it.
2:44:38I'm just going to pick a different one.
2:44:39All right, I went over here and clicked
2:44:40on Orbitkey. Now, this looks like some
2:44:42EDC stuff as well. So, what do we see?
2:44:46Well, if I start at the top, okay, so
2:44:47these are some of their I don't actually
2:44:49pretty old, this is from January 7th.
2:44:51So, that tells me that it is probably
2:44:53something that is working or has been
2:44:54working cuz they've been running it for
2:44:55the past 7 months or so at this point.
2:44:58So, what it is What is it? The
2:44:59two-in-one tech accessory pouch. It's
2:45:01104 bucks. So, the other thing that it's
2:45:04kind of related to what I told you is
2:45:06that none of these brands are going to
2:45:08compete on price at all. In fact,
2:45:10they're going to do the opposite.
2:45:11They're going to figure out what's the
2:45:12most possible money that they could
2:45:14charge. And I mean, 104 dollars to start
2:45:16with up sales sales as well, like
2:45:18another essentials pouch and some other
2:45:20is Yeah, it's it's definitely a premium
2:45:22price. That's good. That's what you
2:45:23want. That that increases your average
2:45:25order value so that you're actually able
2:45:26to spend more on ads anyways. It says,
2:45:28"Still digging through your bag trying
2:45:30to find your cables, chargers, and tech
2:45:32accessories?" This two-in-one tech
2:45:33accessory pouch keeps you organized
2:45:35whether you're at the desk or more
2:45:37with a removable desk pouch,
2:45:39self-standing design, cable, and some
2:45:41more stuff there. Uh-huh. So, that's
2:45:43called a static ad. It's just a photo
2:45:46itself. Like this one static ad and this
2:45:48one is a static ad as well. Then we have
2:45:50this one which is a video ad. So, if we
2:45:52go over to see ad details, we can
2:45:54actually just press play and watch what
2:45:55it says. So, let's watch it together
2:45:57real quick.
2:46:00>> new product? I think it's the hybrid
2:46:01laptop sleeve. What I really like about
2:46:03it is that it looks super slick. It
2:46:05holds my laptop. It's slim. It's made of
2:46:08>> So, what is this? This is a UGC ad. Use
2:46:12user-generated content and he's also
2:46:13just kind of giving a testimonial on why
2:46:15he actually likes it. It's a hybrid
2:46:16laptop sleeve.
2:46:17>> premium vegan leather. It's a super soft
2:46:20cool materials. But what's really
2:46:21special about it is when you put it on
2:46:22the table, it actually doubles as a desk
2:46:25mat. Check it out.
2:46:28>> So, you'll also notice that a lot of
2:46:29these products have something unique
2:46:31about them that is only them. And I want
2:46:35to give you the kind of like an example.
2:46:36I do this all the time where I might see
2:46:39something like this and I'm like, "Wow,
2:46:40I really like that. I would like to have
2:46:42that exact thing." And then I go and I I
2:46:45guarantee it's going to be like
2:46:46literally expensive as heck like for for
2:46:48no reason. 109 bucks. I mean, that's not
2:46:51terrible. I've seen ones that are
2:46:53crazier. 109 bucks for a laptop sleeve
2:46:56that turns into I guess like a big mouse
2:46:59pad. Okay. Well, I want that, but I want
2:47:03it on Amazon because Amazon you can get
2:47:05it in Prime, it comes faster, the free
2:47:07shipping,
2:47:09and also you can return it super
2:47:10hassle-free within the first 30 days. I
2:47:13go and look on Amazon, it doesn't have
2:47:14one that have this exact thing. It
2:47:16doesn't have one that opens up like the
2:47:18mouse pad like this one like I want it.
2:47:19So, I'm like, "Well, screw it." You
2:47:21know, and especially if I'm seeing all
2:47:22these ads and
2:47:24once you click on an ad one time, you go
2:47:25look at the price, now you're going to
2:47:26get served that ad over and over and
2:47:28over and over again. So, I'll see it
2:47:31like the eighth time on 10 days later.
2:47:33I'm like, "Ah, screw it, man. I should
2:47:34just pull the trigger and get it." Or,
2:47:36right? I do some boy math and I'm like,
2:47:38"Oh, well, I just returned this other
2:47:39item for 100 bucks. That's
2:47:41100 bucks free that I just got back. So,
2:47:43why don't I spend it on this?" Yeah, I'm
2:47:44not saying it makes any sense, but
2:47:46that's the thing about buyer psychology
2:47:47that is not logical. People buy with
2:47:49emotion and they justify with logic. So,
2:47:52that's the idea. That's usually what
2:47:53ends up happening. So, having a unique
2:47:55mechanism is something that you really
2:47:56really want to have in your products.
2:47:58This makes it so that nobody else is
2:48:00really doing exactly
2:48:02what you're doing and people will buy
2:48:04from you instead of just buying whatever
2:48:05is cheapest. So, that's the idea and
2:48:07this is how you just go on and make an
2:48:09ad account breakdown. You might look at
2:48:10a lot of these videos, look at a lot of
2:48:13these um
2:48:14static ads here as well and just ask
2:48:16yourself some very basic questions. Who
2:48:18are they going after here? This guy said
2:48:19that he's said that he's a a business
2:48:21guy. Okay, that makes perfect sense. You
2:48:23obviously wouldn't really market this to
2:48:26some dude who is in a hard hat and a
2:48:28safety vest,
2:48:30high-vis jacket, and like some work
2:48:31boots. It would be like this guy who
2:48:34seems to be like at an office
2:48:36or office desk or something of that
2:48:37nature. So, who is it speaking to and
2:48:40and why? So, let's watch another one
2:48:41really quickly. I'm the type of person
2:48:43that moves around a lot at work, and
2:48:44this thing
2:48:45>> I'm the type of person who moves a lot
2:48:46around at work. He's in these big glass
2:48:48offices. When you have your actual UGC
2:48:51creator, they're nine times out of 10,
2:48:53probably 99 times out of 100, going to
2:48:55be the exact person that you are going
2:48:57to be advertising to. They're your
2:48:59persona that you want to target. So,
2:49:01people want to watch uh videos from
2:49:03people who are like themselves. So, this
2:49:04one looks like somebody else. Let me
2:49:05watch this one last one here.
2:49:07>> The lovely team over Orbitkey reached
2:49:09out and wanted to send me some of their
2:49:11latest Disney collection items. I'm so
2:49:13excited because I
2:49:15>> Okay, so this one is a Disney
2:49:17collections item version. As you can
2:49:19see, she has a bunch of like uh I guess
2:49:21you would call them like teddy bears or
2:49:22something. She She seems to be like a
2:49:24collector, right? And that's who they
2:49:26want to target. They want to target the
2:49:27collector type person. So, notice notice
2:49:30notice notice that Here's what the
2:49:31concept might look like. A girl talking
2:49:33about the Orbitkey sending her their
2:49:35Disney package, and she's unboxing it,
2:49:38and she has to be sitting in front of
2:49:39her collection of uh I guess children's
2:49:43toys and things. I don't know. Not Not
2:49:44that I'm judging, but I just don't know
2:49:46what that is. So, yeah, you get you get
2:49:47the idea. Congratulations. You and I
2:49:49have just broken down your very first
2:49:51ad. Now, you already saw me break down
2:49:52ads here earlier, but this is what it
2:49:54would look like for you to do it.
2:49:55Obviously, you want to do it much more
2:49:56in depth than I just did it. You want to
2:49:57write down what are your insights? What
2:49:59are the common themes and common
2:50:00patterns that you're looking at as well?
2:50:01Now, here's exactly what I want you to
2:50:03do after watching this entire video. You
2:50:06still got a ways to go. Here's what I
2:50:07want you to do after This is like your
2:50:08homework. Pick one DTC brand, spend 20
2:50:10to 30 minutes in their ad library, write
2:50:12down your observations. What are the
2:50:14winning angles? What are the hooks that
2:50:16keep appearing? What emotional territory
2:50:18are they playing with? What haven't they
2:50:19tried yet? Do this every single day. A
2:50:22different brand every few days. Go deep
2:50:24on each one. By the end of the 30 days,
2:50:26you'll have studied more real creative
2:50:28strategy than most people see in a year.
2:50:31And every breakdown you write down is a
2:50:33portfolio piece that you can reference
2:50:35in an application. That's it. Yo, what
2:50:37is up everybody? It's your boy Tyson 4D
2:50:39and today we are going to be covering
2:50:41building your creative strategy
2:50:42portfolio and why. This is one that
2:50:44people get stuck on for a very long
2:50:46time. It is a huge point of contention
2:50:49where people just chill. They just
2:50:50chill. They say, "I'm building my
2:50:51portfolio. I'll get around to it. I got
2:50:53to pick the colors and stuff and I got
2:50:55to keep adding more to it and make it
2:50:57more pretty." Guys, we need to talk
2:50:58about how to package all that into
2:50:59something that actually gets you hired.
2:51:00Let's talk about portfolio first because
2:51:02most people are going to get this wrong.
2:51:03A portfolio is not fancy website a
2:51:06custom domain and a logo and an about me
2:51:08page that took you 3 weeks to build.
2:51:09I've seen people spend an entire month
2:51:11building portfolio website before they
2:51:13have ever sent a single application.
2:51:15Meanwhile, someone else with a Google
2:51:16Doc and two strong concepts landed a
2:51:18client the same month. And I can attest
2:51:20to this. It was I think it was just
2:51:22yesterday. Yesterday or the day before I
2:51:23was on a interview. Pretty sure I'm
2:51:25going to get this one as well. I
2:51:26actually did get an interview and I'm
2:51:27for I'm starting tomorrow as well with
2:51:29another client. So, this past client I
2:51:31was talking to, well, he's going to be a
2:51:33client. He was telling me about my
2:51:34portfolio
2:51:35and he was like, "Bro, I love that you
2:51:37put this brand in there and that brand
2:51:38in there and that all seems to make
2:51:40perfect sense. Although, you know, you
2:51:41haven't had a lot of e-commerce clients
2:51:44before. I really like the briefs and
2:51:46things that you've already done." That's
2:51:47it. Market feedback right there. So, the
2:51:50website doesn't get you hired. The work
2:51:51gets you hired. It's very tempting,
2:51:53right? And I'm not saying that making a
2:51:55very high-quality good-looking portfolio
2:51:57is bad per se. There are some people who
2:51:59make their portfolio here on Gamma,
2:52:01right? With these kind of slides and
2:52:02things and they look really good. There
2:52:04are some people who go above and beyond
2:52:05and really put a lot of brands in there
2:52:07and a lot of breakdowns and a lot of
2:52:09case studies and a video as well. And
2:52:11all that stuff is fine and dandy. The
2:52:12problem only arises when you are not
2:52:16applying because of said things, okay?
2:52:19So, what I want you to do is build like
2:52:21a bare-bones application, start
2:52:23applying, and then maybe in 2 weeks
2:52:25start updating it. Cuz in 2 weeks you
2:52:27have you will have done some test
2:52:28projects, you have will have learned
2:52:30more, and you can then invest a little
2:52:32bit more time in it into making it look
2:52:34just a little bit better. But at the end
2:52:35of the day, you're not going to be hired
2:52:36because it looks better. You're going to
2:52:38be hired because of your skills, the
2:52:40test project, how you do on the
2:52:41interview, and any sorts of things. So,
2:52:43a portfolio is simply proof that you can
2:52:44think like a creative strategist. That's
2:52:46it. One or two pieces that show someone
2:52:48who's never met you that you understand
2:52:50their business, the customer, and how to
2:52:52create concepts that could actually
2:52:53work. That is the whole thing. That's
2:52:54it. So, what your portfolio actually
2:52:56needs. You need two or three strong
2:52:58pieces, not 10 mediocre ones. Two or
2:53:01three that are genuinely sharp. Each
2:53:02piece should include the brand you
2:53:03chose, the research you did, and what
2:53:05you found, the persona you built from
2:53:07that research, the angle you chose and
2:53:09why, the concept and brief you built
2:53:11from it, and a short note explaining the
2:53:12strategic rationale. The last part is
2:53:14what most beginners are going to leave
2:53:16out, right? They're They Most beginners
2:53:17think that they care about the writing.
2:53:19They don't necessarily care about how
2:53:20well it's written or your sentences.
2:53:21They care about how good the ideas are
2:53:23and how well you can communicate why you
2:53:27think these will work, what your
2:53:28hypothesis really is on why it will work
2:53:31and why you've engineered it in such a
2:53:32way. Remember what the head of
2:53:33copywriting who greened 100 copywriters
2:53:35said. The experienced people couldn't
2:53:37explain their own decisions. The newer
2:53:39ones with great portfolios could back up
2:53:4180% of their decisions with solid
2:53:43strategic rationale. Your rationale is
2:53:45what separates you from everyone else.
2:53:46Don't just show what you made, show why
2:53:49you made it. So, how to build your
2:53:50portfolio pieces up fast. I have a
2:53:52resource here for you guys. If you go
2:53:53right here into the free 4D copywriting
2:53:55community, right? It's linked down below
2:53:57as a free copy starter kit. You can go
2:53:58right here to the creative strategy
2:54:00resource pack. You open that right up,
2:54:02then right here you will see
2:54:04that you have this, creative strategy
2:54:06portfolio template. You open that up and
2:54:07you get this.
2:54:10So, here's the real exact process. You
2:54:11pick a real DTC brand that you're
2:54:12interested in. Doesn't matter if you've
2:54:14never worked with them before. Not a big
2:54:15deal. At the top, you can put a note as
2:54:17these aren't brands that I have worked
2:54:18with before, but these are brands that I
2:54:22have used in order to demonstrate my
2:54:24thinking and rationale behind my
2:54:27creative strategy skills. Go through a
2:54:29full research process, kind of like we
2:54:31we talked about. Build a persona from
2:54:33real customer language. Identify the
2:54:34strongest angle and write the concept
2:54:36and brief. All you really got I I have
2:54:37it right here. You just have to fill out
2:54:38this stuff, okay? Then add a short
2:54:40paragraph at the top that explains what
2:54:41you're thinking. Something like, "Oh, I
2:54:43chose this angle because the research
2:54:45research shows that this demographic has
2:54:47tried multiple products and that's why
2:54:49they all felt let down by them. The
2:54:50frustration isn't about the product,
2:54:51it's about them feeling like nothing
2:54:53really works for this specific
2:54:53situation. This angle speaks directly to
2:54:56that feeling instead of making another
2:54:58claim about the product quality." That's
2:55:00the strategic rationale. That's what
2:55:02makes a hiring manager put your
2:55:03portfolio down and think, "Yeah, this
2:55:04person is actually going to get hired.
2:55:06This person gets it." Do this for two or
2:55:08three different brands in different
2:55:09categories, skin care or supplements or
2:55:11fitness, home goods, whatever, and just
2:55:13show your range. Here's what one of
2:55:14those looks like all put together. So,
2:55:17the brand over overview at the top,
2:55:18research findings, persona, angle chosen
2:55:20and why, hook, concept brief, rationale.
2:55:23It's clean, it's simple, it's easy to
2:55:24read, it's understanding, it's just
2:55:26simple. That's your portfolio. So, going
2:55:28over here, right? This is the example
2:55:29that I've given you. I've made it as
2:55:31simple as possible. I highly recommend
2:55:33that you don't just like like there
2:55:34there are some example words and stuff
2:55:36down here. Don't copy it verbatim. Just
2:55:39use the structure and understand it. So,
2:55:41all this stuff that's highlighted is the
2:55:43stuff that you're going to not include
2:55:45in your specific portfolio. So, all you
2:55:47need to do is go up to file, make a
2:55:48copy, which is somewhere right there.
2:55:51Make a copy and then just start, okay?
2:55:53So, the instructions are here I have
2:55:55tons of examples. So, apparel,
2:55:57supplements and health, men's products,
2:55:58EDC and accessories, home kitchen,
2:56:00beauty, pets, food beverage, sleep
2:56:02recovery, and that's why. So, for each
2:56:04each brand, this is what you're going to
2:56:05want to do. The goal is not to show that
2:56:06you're a designer or a writer, but to
2:56:08show how you think. I add a quick about
2:56:10me section as well. So, this is just a
2:56:11photo and then you can hyperlink on the
2:56:13photo to go to a Loom video. This is a
2:56:16simple Loom video where I say, "How's it
2:56:17going? My name is Tyson. This is some of
2:56:19the things that I've been able to do in
2:56:20the past and this is why you should hire
2:56:21me as creative strategist. That's
2:56:23basically it. This is 90 seconds. 1
2:56:24minute and 31 seconds.
2:56:26Um not super long. A little bit about
2:56:28your background, etc. And then you have
2:56:30your your brand breakdowns. So, I have
2:56:33some videos of me actually completing
2:56:34some of these a little bit later, but
2:56:36this is it. This is as simple as it
2:56:38really gets. Missing opportunities, new
2:56:39concepts that I would test and why, a
2:56:41mock-up / creative brief, brand
2:56:43breakdown two, repeat the exact same
2:56:44structure, three, same structure, how
2:56:47I'd help your brand, my approach.
2:56:49That's it.
2:56:50That's all. [clears throat]
2:56:51That's it. Uh that's how it goes. So,
2:56:54you guys have that at your fingertips.
2:56:55Again, I will be doing a demonstration
2:56:57later on here where I was actually doing
2:56:58it live in front of a class where they
2:57:00were asking questions. So, you'll go and
2:57:02watch that and then you will be caught
2:57:04up 100%. So, how do you even go about
2:57:06getting your first creative strategy
2:57:07client realistically? Okay, everything
2:57:09we've covered so far has been about
2:57:10building the skill and getting ready,
2:57:12understanding what creative strategy is,
2:57:14how to study winning ads, how to
2:57:15research personas, how to build concepts
2:57:17and briefs, how to put it together a
2:57:19portfolio. Now, we're going to talk
2:57:21about how to actually turn all of that
2:57:22into a paying client. The good news is
2:57:24that this part is simpler than most
2:57:26people are going to think. Here's the
2:57:27bird's eye view. There are e-commerce
2:57:29brands and agencies posting for creative
2:57:31strategists every single day on places
2:57:32like LinkedIn, Twitter / X, Upwork, job
2:57:35boards, real roles with actual budgets
2:57:37and they really want to hire people.
2:57:39Your job is to find them, apply better
2:57:41than anyone else, nail the test project,
2:57:42and show up like in on the interview
2:57:44like someone that they'd actually want
2:57:46on their team. That's it. That's That's
2:57:47the whole thing. So, step one is finding
2:57:48the applications. We covered this
2:57:49already, but the short version is this.
2:57:51Use LinkedIn to search creative
2:57:52strategist filtered for remote and
2:57:55posted in the last week or so, right?
2:57:58Maybe you'll start with like maybe the
2:57:59last like four weeks, last month, and
2:58:01then narrow it down. And then every day
2:58:03you check it, you just click for the
2:58:05last 24 hours. Check Twitter and X, then
2:58:07check job boards, then check Upwork.
2:58:09It's very very simple. I'll do a very
2:58:11quick example for you right now on
2:58:14LinkedIn. So, right now I'm opening
2:58:15LinkedIn and then I'm searching up
2:58:18hiring creative strategist. Really
2:58:20simple keyword here.
2:58:22And then, I see a bunch of things,
2:58:24right? Um so, this one is a hybrid, and
2:58:27it's in Vancouver, so I definitely ain't
2:58:28moving out west to go and do that one.
2:58:30This guy is hiring a full-time creative
2:58:32strategist, right? I already gave you
2:58:33guys a bunch of examples, but this is
2:58:34exact as simple as it gets. So, you can
2:58:36go over here to posts in the top left.
2:58:39And yeah, you're just going to get a
2:58:40bunch of posts of people hiring creative
2:58:42strategist. Some of them were done 10
2:58:43hours ago, 1 week ago, 1 day ago, and
2:58:46you're going to want to just filter
2:58:47them, okay? Now, as a quick tip, when
2:58:49you're filtering those applications, you
2:58:51want to put them in sort of like a
2:58:52tiered system, right? Think of it like
2:58:54tier one, you can do two tiers or three
2:58:56tiers, whatever you want. Uh tier one is
2:58:58like, oh, the ones that I really want to
2:59:00apply to, they're looking for a creative
2:59:01strategist right now, and it's like 3K a
2:59:04month. That's perfect. If it's like tier
2:59:06two, it's like, I'm looking for a
2:59:07creative strategist, but you must have 2
2:59:09years' experience, and you don't have
2:59:10any? Well, I mean, that's still one that
2:59:12you should fill out and do, but don't
2:59:14put your all into it and don't do that
2:59:16one first. Then you have the third
2:59:17bucket, which is like, people who are
2:59:19like, don't message me at all unless
2:59:21you've worked on multiple accounts, and
2:59:24you've had over 100K in ad spend per
2:59:26month or something like that. So, that
2:59:28one seems to be all right. There's no
2:59:29reason why I would even even do that
2:59:30one. And then you have the ones that are
2:59:31just completely as well, like, we want
2:59:33you to be in Mumbai in an office.
2:59:35Obviously, you're not going to do those
2:59:36ones. So, finding them is very, very
2:59:38simple, and that process I just showed
2:59:40you there goes with anything. Twitter/X,
2:59:42Upwork, any other job boards. Step two
2:59:44is to apply better than anyone else.
2:59:45Now, people often ask, well, how do I
2:59:47apply better? It's a very, very, very
2:59:50simple equation and thought process that
2:59:52I'll give you here now as well. So, most
2:59:54applications look identical. There's
2:59:55generic text, no personalities, no proof
2:59:58of skill, and yours isn't going to look
3:00:00like that, right? You don't want yours
3:00:02to look like that. So, the first thing
3:00:03you want to do is record a short Loom
3:00:05video. A Loom video is just a screen
3:00:07recording with uh a video of your face
3:00:09in the corner, right? Two or three
3:00:11minutes on camera, walk through one or
3:00:13two specific observations about their
3:00:14brand or the current ads or why you
3:00:16think you'd be a good fit um and keep
3:00:18the written proposal underneath very
3:00:19short and direct. The combination puts
3:00:22you ahead of the vast majority of
3:00:23people. If you're sending people
3:00:24personalized Loom videos with every
3:00:26single application, that's great. A lot
3:00:27of the times they're going to ask you
3:00:28for one anyways. So, always submit one.
3:00:31Step three is to nail the test project.
3:00:34So, most brands will send you a test
3:00:36project before they commit to um hiring
3:00:38you long-term. Treat it like it's
3:00:40already the job, right? Full research,
3:00:42full effort. They might not ask you to
3:00:44do persona research. You go and grab
3:00:46screenshots from places like YouTube
3:00:48comments or Reddit or Amazon reviews of
3:00:51of products and they didn't even ask for
3:00:52that. You're putting yourself above and
3:00:54beyond. That that is exactly what you
3:00:55do. So, you can over-deliver on a couple
3:00:58of ways. You can over-deliver on
3:00:59quality. Right? This is you going and
3:01:02and doing the extra bit of research. You
3:01:03and going doing things that you weren't
3:01:05even asked to do in the first place.
3:01:06Next is on quantity. So, they ask you
3:01:10for one creative brief, you make them
3:01:12three. The next is speed, right? Now,
3:01:15when it comes to applications and test
3:01:16projects, they usually give you a pretty
3:01:17lax um
3:01:19a pretty lax and relaxed and chill
3:01:22deadline because they're going to be
3:01:23hiring people for like a week or two
3:01:25anyways and and really looking through
3:01:26the candidates. So, this one isn't as as
3:01:28important, but if you're just fast with
3:01:30things in general, you're replying to
3:01:31your messages fast, you're giving back
3:01:33the test projects fast, that really
3:01:34works in your favor. Those are the three
3:01:36biggest things that you can do, right?
3:01:38And anything else kind of falls within
3:01:39those categories a little bit. So,
3:01:40making a Loom video, making it super
3:01:42personalized, following up with them,
3:01:44right? All those things infer that you
3:01:46are a hard worker. So, um that's the
3:01:48test project. That's what it looks like.
3:01:49Except for is to show up to the
3:01:51interview, right? This is another big
3:01:52one, one that you can actually really
3:01:53excel at. By the time you're at the
3:01:55interview, they've already seen your
3:01:56application, your Loom, um your
3:01:58portfolio piece, test project. They
3:01:59already like you. Your job on the call
3:02:01is just simple. Be honest with them um
3:02:03at where you're at. Point back to the
3:02:05work that you've already shown them.
3:02:07Answer the strategic questions with real
3:02:08process and not vague generalities and
3:02:10be a normal switched on person that
3:02:12they'd actually want for their team. And
3:02:14that's basically it. The information is
3:02:15all there. The portfolio, the template,
3:02:17the system, the interview, it's all
3:02:19right here in this video. This is all
3:02:20the stuff that you need, period. The
3:02:22only left thing left to do is just go do
3:02:24it. Find a job posting today, build your
3:02:25application and send it before you feel
3:02:27ready. It shouldn't take you more than a
3:02:29weekend. I promise you it should not
3:02:30take you more than a weekend to build
3:02:32your portfolio and get applying. That's
3:02:33it. That's That's me being generous as
3:02:35well. If you were really about it, you'd
3:02:37do it right now today after this video.
3:02:39A lot of the people are going to comment
3:02:40down below, "I'm starting on I'm
3:02:42starting on August such and such and I'm
3:02:44going to come back in 3 months." Yet,
3:02:46whenever they watch the whenever they
3:02:47finish this video, they're not actually
3:02:48going to put it into action. Hmm.
3:02:50Telling. After doing these steps for a
3:02:52couple weeks, here are some of the calls
3:02:53that are booked. Um
3:02:55I don't think that they're all here cuz
3:02:56I forgot to keep track of them, but here
3:02:58are some of them at least. Um please
3:02:59choose a slot on my calendar. This was
3:03:00going to look like when you um close
3:03:03some calls. So, this is a a Google
3:03:05calendar. It just says, "Hi Tyson, thank
3:03:06you for completing the phase one of the
3:03:08application process for the creative
3:03:09strategy role. We're pleased to move you
3:03:10on to phase two, which is the assessment
3:03:12stage." So, they gave me a test project.
3:03:14I did the test project. "We're happy to
3:03:15let you know that you successfully
3:03:16passed the assessment for the creative
3:03:17strategy position. As the uh next step,
3:03:19please schedule your interview call
3:03:20here." And then I scheduled the
3:03:21interview and then they after the
3:03:23interview, they gave me another call for
3:03:26a final chat. Um this is them asking
3:03:28that as well. So, what else? Uh this one
3:03:29was on WhatsApp, so they'll they'll
3:03:30message you on any uh real place,
3:03:32different places. "Hi Tyson, how you
3:03:34doing? This is the owner of the
3:03:35business. I saw that you applied for the
3:03:36creative strategy position and would
3:03:37love to set up a call on um This one was
3:03:39through LinkedIn in-mail. Thank you very
3:03:41much for reaching out. When works for
3:03:42you for a call to discuss further?" And
3:03:43I set up my call at Calendly. So, what
3:03:45else?
3:03:46Over email says, "Thank you for your
3:03:49interest in joining the team. My name is
3:03:51this and I'm excited to invite you to an
3:03:53interview to get to know you better,
3:03:54discuss the opportunities, etc., etc."
3:03:57So,
3:03:58I mean, I don't know what to say, right?
3:03:59Um
3:04:01couple weeks in just applying whenever I
3:04:04get a chance. right? I'm a pretty busy
3:04:05guy, so I don't have that much time.
3:04:07Um, but I've been able to book all of
3:04:09these calls. Some of these calls are yet
3:04:10to happen, some of them have already
3:04:11happened, and I've already closed the
3:04:12client. Some of them have already
3:04:14happened, but I didn't get picked for
3:04:15the role. Anyways, so I mean that's
3:04:17basically it. If I close 25% of the
3:04:21um interviews that I get on, it's
3:04:23literally a walk in the park, right? I I
3:04:24get I get on interviews like at least
3:04:26one or two per week, right? So it's it's
3:04:28really not that not that difficult. And
3:04:30I wanted to share with you um this
3:04:32screenshot as well that I just thought
3:04:34was great. So I'm going to say that this
3:04:35is Muhammad in the 40 Bootcamp wins
3:04:37section. He said, "Okay, this is crazy.
3:04:38I never thought I'd be here and I'd be
3:04:41telling you this, and I'm getting my
3:04:42first client. Well, today is the day.
3:04:45After 7 months of outreach, not
3:04:46consistently by the way, I had a lot of
3:04:48breakdowns and I stopped many times. But
3:04:50on Thursday, I said, 'Forget it. I'm
3:04:52doing 100 outreaches.' So I sent
3:04:54Instagram DMs, emails, LinkedIn
3:04:55messages, Upwork proposals, and I still
3:04:57can't believe it. I even started tearing
3:04:58up because it's finally working. I
3:05:00closed one client on Instagram for $900
3:05:03to handle their entire email marketing.
3:05:04I also closed one client on Upwork. I
3:05:07impressed her with my portfolio, thanks
3:05:08to Tyson. Guys, the portfolio stuff that
3:05:10I showed him, it's the same stuff that I
3:05:11just showed you.
3:05:13I built the best portfolio I could
3:05:14because of him. I'll be handling her ad
3:05:17angles, YouTube scripts, and email
3:05:18marketing for 2,000. There's another
3:05:20client, too, but I'm still waiting. We
3:05:21had a sales call, everything went well,
3:05:23but I'm still waiting for that one
3:05:25message to move further. So yeah, he's
3:05:26two clients he just closed, $2,900, and
3:05:29also another one on the hook. It's crazy
3:05:30because I never thought that I'd be
3:05:31sharing this win with you guys. I
3:05:33honestly never thought that I'd have
3:05:34one. I did 100 outreaches without
3:05:36thinking about the money. I focused on
3:05:38getting better at outreach, and it
3:05:40worked. My first client and my first
3:05:42real win. The reason why I wanted to
3:05:43show you this to you today is because a
3:05:45lot of you guys are going to be on the
3:05:46fence about actually putting these
3:05:48things into action after you watch it,
3:05:50right? And I just want to give you so
3:05:52much inspiration that it literally makes
3:05:54it so that you are frothing at the mouth
3:05:56to take an obsessive amount of action
3:05:59because sometimes that's just what it
3:06:00takes. See, people think that if they
3:06:03work slowly, they will get there slowly,
3:06:05but that's actually not the case. If you
3:06:07work slowly, you'll never get there
3:06:09because it will take too long for you to
3:06:11start to see any results to where you
3:06:12will get discouraged. If you do things
3:06:13super quickly, you will get there
3:06:15slowly. If you don't do things at all,
3:06:17obviously you're not going to get there.
3:06:18So, that's the the three main outcomes.
3:06:19You do nothing, you get nothing. You go
3:06:21slow, you still get nothing. You go
3:06:22fast, you get there slow. And slow is
3:06:24general. I mean, if we're if we are
3:06:26talking about the traditional path that
3:06:28takes you 4 to 6 years of school before
3:06:30you can start earning somewhat decent
3:06:32money and paying off the huge amounts of
3:06:35student debt that you already took on,
3:06:37it's lightning speed. It's light speed
3:06:39compared to that, right? By slow, I mean
3:06:41like brother did this in a a couple
3:06:43weeks, right? 7 months of inconsistent
3:06:45outreach. Like I said, he he was trying
3:06:47to do it slowly, right? Stopping here,
3:06:49stopping there, and nothing really
3:06:50happened. When he said, "Screw it. I'm
3:06:52just going to work like an animal." and
3:06:53he became outcome independent, he
3:06:55stopped taking it personally, only then
3:06:57was he able to finally get some clients.
3:07:00So, that's why I wanted to show you
3:07:01that. I really care about you guys'
3:07:03success. It's my responsibility to make
3:07:04sure that you guys are as successful as
3:07:06possible. So, let's just continue. So,
3:07:07something a lot of people do is they
3:07:09don't really follow up when they do
3:07:10applications. This is another way that
3:07:12you can really stand out. I mentioned it
3:07:13a little bit before, but I wanted to go
3:07:14a little bit deeper into it now. This is
3:07:15one of the easiest and most overlooked
3:07:17ways that you can stand out from
3:07:19everybody else. Wait 2 or 3 days after
3:07:20you submit, then send a short message.
3:07:22Hey, just wanted to follow up on my
3:07:23application, still really interested in
3:07:24the role. Happy to answer any questions
3:07:26or jump on a quick call. And that's all.
3:07:27That's it. That one sentence right there
3:07:29takes almost no effort, but nobody's
3:07:31going to do it. And if you feel like
3:07:33you're getting the cold shoulder, well,
3:07:35I mean like I used to get a lot of
3:07:37clients through outreach, and outreach
3:07:38is so much more of a fight
3:07:42than applications are. Demand is so high
3:07:45for creative strategists, it's just
3:07:46nuts. You don't have to outreach. You
3:07:48just go to people who already
3:07:49desperately want your services. So, as
3:07:51long as you can prove to them that you
3:07:52actually going to follow through with
3:07:54what you're saying, what you're doing,
3:07:55then you're going to get hired, period,
3:07:56okay? So, following up super, super
3:07:58useful. Most people don't do this
3:07:59because they feel like they're being
3:08:00annoying. You're not being annoying,
3:08:01you're being professional. And in a pile
3:08:03of 50 people who applied and
3:08:04disappeared, you were the one who's
3:08:05actually going to stand out. That one
3:08:08follow-up has gotten people interviews
3:08:09that they wouldn't have gotten
3:08:10otherwise, more times than I can even
3:08:12count. So, that's what applying better
3:08:14than everyone else actually means. You
3:08:16have to show your face on the loom, make
3:08:17it specific about their brand, attach
3:08:18proof before they ask, and follow up
3:08:20after you submit. So, now I want to go
3:08:22over the interview. This is another
3:08:24great part of the process, another part
3:08:25where people get tripped up, okay? So,
3:08:28you're always going to have the base
3:08:29questions. Here's how you break them
3:08:31down, okay? These are the questions that
3:08:33come up almost every single creative
3:08:35strategy interview. You can predict
3:08:36them. You know that they're going to
3:08:37come up. You can prepare for them.
3:08:39And you should know the answers to these
3:08:42so well that they come out naturally
3:08:44without you having to think. Things
3:08:45like, "Walk me through your creative
3:08:46strategy process. How do you do persona
3:08:48research? How do you come up with angles
3:08:50for a brand you've never worked with
3:08:51before? What metrics do you look at when
3:08:53evaluating creative performance? How do
3:08:55you decide when to scale or kill an ad?
3:08:58These are not trick questions. They're
3:09:00just trying to see if you actually have
3:09:01a process or if you're winging it. If
3:09:03you don't know anything about creative
3:09:05strategy and you get on the call and you
3:09:07they ask you one of these and you just
3:09:08say, "I don't know. I haven't worked at
3:09:09this creative strategy before."
3:09:11You're cooked, bro.
3:09:13You're cooked. And I'm saying start
3:09:14before you're ready, but I'm also saying
3:09:16you got to get ready quickly. You should
3:09:17know this stuff, again, first day, first
3:09:20weekend. You should already have these
3:09:21things under your belt. You're going to
3:09:22see how I answer them on the spot, but
3:09:25continuing. And the way to nail them is
3:09:26simple. Know your process inside and out
3:09:28and be able to explain it clearly and
3:09:29specifically to them. Not, "I research
3:09:31the brand and look what's working."
3:09:33That's what everyone says. It's simple,
3:09:35right? Your answer should be something
3:09:36like, "I start by auditing their current
3:09:38ad account and understanding what angles
3:09:39are already testing. Then I go into
3:09:41competitor research using the ad library
3:09:43to see what's performing in the market.
3:09:45Then I do some persona research on
3:09:46things like Reddit, Amazon reviews, and
3:09:48YouTube comments to find real customer
3:09:50language. Then I look for the gap
3:09:51between what's already been said and
3:09:53what customers are actually feeling.
3:09:55That gap is where I find the angles that
3:09:57are worth testing. That's the process,
3:09:59right? You want to be specific about
3:10:00everything. That's the kind of answer
3:10:02that makes someone put down their pen
3:10:03and think, "Yeah, okay, this guy gets
3:10:04it."
3:10:05He knows. All right, he knows. So, go
3:10:06through every base question that you can
3:10:09that you can think about and write it
3:10:10all out. These are all These are the
3:10:11base questions that you're going to
3:10:12know. I just gave them all to you.
3:10:13That's base question prep. Next is
3:10:15situational questions, right? This is a
3:10:17different type. So, these ones are
3:10:18fundamentally different because you
3:10:19can't really script your way through
3:10:20them. Situational questions are things
3:10:22like getting asked to do a live ad
3:10:24account analysis on the spot. It sounds
3:10:26crazy, but it has actually happened. It
3:10:28hasn't happened to me before, but some
3:10:29of the other students were like, "Yeah,
3:10:30the I got on the call and they were
3:10:31like, all right, here's an ad account,
3:10:32break it down." You all need to know how
3:10:34to do that, too. And by You know what's
3:10:35funny is by already looking at the base
3:10:38questions and mastering those, the
3:10:40situational questions get a lot easier,
3:10:42and you'll see. Or being given a product
3:10:43and asked to come up with three angles
3:10:45right there on the call. Or being shown
3:10:46a low-performing creative and asked to
3:10:48diagnose what's wrong with it. You can't
3:10:50practice these with flash cards. The
3:10:53only way to get good at them is to
3:10:54actually get good at the skill. And the
3:10:56way you do it is by studying, not
3:10:58casually consuming content at 2x speed
3:11:01while you eat cereal, but actually
3:11:02studying slow, intentional, and taking
3:11:04notes. And here's what that looks like.
3:11:06You find ad account breakdowns and
3:11:08creative strategy walk-throughs from
3:11:10people who actually know what they're
3:11:11doing and have seen it, all right? Like
3:11:12you're doing right now. Watch them at 1x
3:11:14speed or even 0.75. Pause when something
3:11:17clicks, write it down by hand. And I
3:11:19think I already showed you this anyways,
3:11:21but I'm going to show it to you one more
3:11:22time. I do all of this as well. Um I
3:11:24write it all down by hand, and I write
3:11:26it down by cursive so I can go even
3:11:27slower. I'm forced to go even slower.
3:11:29Some people's cursive makes it go
3:11:30faster, but I don't
3:11:31At that point, you're probably just
3:11:32doing uh chicken scratch. There's
3:11:34something about writing notes by hand
3:11:35that makes the information stick in a
3:11:36way that typing does not. Your brain
3:11:38processes it differently. You you more.
3:11:40And when you're in an interview and
3:11:42someone asks you to analyze an ad
3:11:44account on the spot, the thing you wrote
3:11:45down by hand 3 weeks ago is the thing
3:11:47that actually will come out. Inside of
3:11:48the free copy starter kit, which I
3:11:49already have linked in the description,
3:11:51I've got multiple hours of ad
3:11:52breakdowns, as you can see. So, um this
3:11:55is 1 hour of the top 10 ads of Q1. This
3:11:58is a breakdown right here. And then also
3:12:00me reviewing people's portfolios, which
3:12:02I already talked about and showed you
3:12:03about um for 50 straight minutes, right?
3:12:05So, you have a couple hours there, and
3:12:06stuff will be added to it consistently,
3:12:08which um you guys will be able to see in
3:12:10there as well. So, you definitely need
3:12:11the copy starter kit. Because the person
3:12:12who walks into situational questions
3:12:14having watched 20 hours of real
3:12:16breakdowns with a notebook full of
3:12:18observations is a completely different
3:12:20person than people who go in and they
3:12:22watch some content at 2x speed, right?
3:12:26While they're doing something else.
3:12:27While they're While they're brushing
3:12:28their teeth. While they're getting ready
3:12:29for their day. The preparation is the
3:12:31same. It's the retention of the
3:12:33information that is just completely
3:12:34different, right? It's the way that they
3:12:36prepare. More proof that is that this
3:12:37actually works, right? I want to
3:12:38sprinkle this throughout because uh
3:12:40here's another one. "Yo, it's been a
3:12:41long since we last spoke, bro. Just
3:12:43wanted to say I've still been following
3:12:44everything that you're doing, and your
3:12:46content is great. Keep going hard. And I
3:12:47also wanted to just thank you for the
3:12:49opportunity you gave me back in the day
3:12:50to join your mentorship because I'm
3:12:51currently at 14k per month with copy. I
3:12:54got to work with some of the best and
3:12:55biggest D2C brands out there, which is
3:12:57such a privilege." So, W's for him as
3:13:00well. 14k per month. Insane. So, uh when
3:13:03you see all the demand out there, you
3:13:04see people really making money with it,
3:13:06I mean, it's just simple. All you really
3:13:08need to do is follow the systems. Now, I
3:13:10want to go over and show you guys some
3:13:12real interview footage. This is actual
3:13:15interview footage that I have done with
3:13:17um clients
3:13:19before in the past or potential clients.
3:13:21I mean, I'm still in the process of
3:13:22doing interviews. I have a couple
3:13:23scheduled for tomorrow. Um I'm being
3:13:27onboarded by a client tomorrow as well.
3:13:29So, uh these are relevant as to this
3:13:32video. Um if you're watching this my
3:13:34video and it's like a month or two old,
3:13:35then there's probably a lot more
3:13:36interviews that I have, which I'll
3:13:37probably be uploading on the channel,
3:13:39too. So, for now, you can watch these
3:13:41ones. Now, I have a whole different
3:13:42intro on that video, so I'm going to
3:13:44play that now and you guys can go enjoy.
3:13:46Peace. Yo, what is up everybody? It's
3:13:47your boy Saxon 40 and today we're going
3:13:48to be doing something a little bit
3:13:50different. Instead of me going through
3:13:51some lessons and things, I'm actually
3:13:53going to be showing you these
3:13:55interviews. Now, the video and also the
3:13:57audio is changed in order to protect the
3:14:00identity of the people that I'm doing
3:14:01the videos with. I just don't think that
3:14:02they would really appreciate their
3:14:04entire like hiring process or their
3:14:05hiring questions and things and how
3:14:07their business operates to just be like
3:14:08completely out in the open. So, out of
3:14:10respect for them, I've decided to do
3:14:12that. But, it doesn't really matter.
3:14:13What really matters is you guys paying
3:14:15attention to what questions they're
3:14:16asking and how I'm answering them. I
3:14:18also cut out a lot of questions where
3:14:20they are either super repetitive, so
3:14:22they're all asking the same things, or
3:14:23just them kind of just like not yapping.
3:14:25I mean I mean I want them to yap because
3:14:27I want to know more about their
3:14:28business, but they're telling me about
3:14:30uh their employee structure and what
3:14:32their plans are for the future and this
3:14:33new AI tool that they made, which I
3:14:35mean, it is not the most relevant to the
3:14:37people who are watching right now. I
3:14:38want to make sure that I'm absolutely
3:14:40spending your time in the best possible
3:14:41way with no extra fluff in there. So, on
3:14:43top of that, I will be pausing it
3:14:45momentarily to go through and kind of
3:14:47break down my answers and break down
3:14:48their questions and break down some of
3:14:50the things that they're saying. So,
3:14:51without any further ado, let's go
3:14:52through and watch it. Yo, good, man. How
3:14:55you doing? All good? Good, good. Yeah,
3:14:56how are you?
3:14:57All good. Nice setup. I really like it.
3:14:59Thanks, brother. It's clean. Yeah, yeah,
3:15:00appreciate it. So, first thing he says
3:15:02is nice setup. I really like it. Now,
3:15:04this seems completely irrelevant, but
3:15:06I'm not even going to lie, people are
3:15:07going to the judge a book by its cover.
3:15:09So, if you are not dressed to impress,
3:15:11right? Right now, I got on my RockLee
3:15:13shirt. I wouldn't wear this to an
3:15:14interview, okay? You see, I got a plain
3:15:16black tee right here and the studio and
3:15:19things are looking good. And this is
3:15:21important, right? It's important to do
3:15:22that and also just make it yourself. I
3:15:24know I'm not giving like a studio
3:15:25tutorial right here, but you don't got
3:15:27to be like, "Okay, I got to put a cello
3:15:28in the background and a couple guitars."
3:15:29It's like just just make your background
3:15:31look professional. That's all it really
3:15:33takes. And make sure that you look
3:15:35professional. If you look like you're
3:15:36living in a World War II bunker, then
3:15:38that's bad. That's wrong. You can't see
3:15:40his camera right here, but he has the
3:15:43effect where basically everything in his
3:15:44background is blurred. That's an amazing
3:15:46effect to have. You definitely want to
3:15:48have an effect like that. And there's
3:15:50tons of different ways that you can do
3:15:51it, but you can make just just make your
3:15:53background look really really really
3:15:54really really good. When you get on a
3:15:55call with somebody and like I said like
3:15:57their background just looks crazy.
3:15:58There's like paint peeling off the
3:16:00walls. There's like lights flickering in
3:16:01the back and stuff. You can hear their
3:16:03alarm chirp because they haven't
3:16:05replaced the battery in it. All of these
3:16:07things give very subtle signs that you
3:16:09are not somebody who is organized or
3:16:10takes care of their business very well.
3:16:12So, you want to do the exact opposite.
3:16:15>> Sweet. Well, thank you very much
3:16:16obviously for joining. Also, thank you
3:16:17for all the tests you did
3:16:19around a week ago. Really like
3:16:20everything. So, yeah, just wanted to
3:16:21connect today with you you tell us and
3:16:23understand a little bit more about
3:16:24yourself
3:16:25and potentially there could be a good
3:16:26fit for both of us working together.
3:16:28Okay? If you want, I'll give you a bit
3:16:29of a bit of an overview of how we've got
3:16:31this set up right now. And if you're
3:16:33okay with it, we can take it from there.
3:16:34Okay?
3:16:34>> Yeah, right on.
3:16:35>> Great. So, well, basically we already
3:16:36have two full-time creative strategists
3:16:38within the team looking to expand to a
3:16:39third one. So, we can basically really
3:16:40scale this. The third pod basically max
3:16:43out the capacity of that pod before end
3:16:45of year. And the
3:16:46>> So, right now he's talking about pods.
3:16:47So, if you've never worked with an
3:16:48agency before, this is going to sound
3:16:50like weird like pods like in Love Island
3:16:52or something. But, what that means is he
3:16:54basically has multiple different teams.
3:16:56Okay? So, if he takes on certain
3:16:58clients, each client is going to be
3:17:00assigned to a pod. So, let's take pod A
3:17:03for example. Pod A handles four clients.
3:17:05It has one creative strategist, one
3:17:06script writer, one video editor, and one
3:17:09manager. And then pod B has one of each.
3:17:12So, that's how he's building it up here.
3:17:14That's how it looks like. Just for a
3:17:15little translation for you guys. He's
3:17:16breaking it down. And so many different
3:17:17agencies work like this. And again,
3:17:19while you not might not have agency
3:17:21experience getting on one of these
3:17:22calls, just understanding how agencies
3:17:24usually operate and what they mean when
3:17:26they say pods cuz notice he didn't give
3:17:27me a breakdown. I only already know this
3:17:29cuz I've worked with agencies before in
3:17:31the past and I know what that term
3:17:33means.
3:17:33>> I would be to most likely do kind of
3:17:34like an onboarding training over the
3:17:35course of the next month and then scale
3:17:37it over the next two months basically.
3:17:38Okay.
3:17:39Um as of right now the way the pods are
3:17:41structured is the strategist just
3:17:42focuses on the strategy itself. Doesn't
3:17:44need to produce any content, not
3:17:46sourcing creators, doesn't do any of
3:17:47that.
3:17:47>> So that's pretty fire. All you really do
3:17:49is make the concepts. You you pick which
3:17:53ads go next, tell them what to do and
3:17:55you don't even have to really write it.
3:17:56Other people are writing it and making
3:17:58it for you.
3:17:58>> They just created the strategy.
3:18:00Obviously ensure that the approval
3:18:01process throughout the end-to-end
3:18:03workflow is is up to the standard of the
3:18:04strategy definition in the first place.
3:18:05And then the account management. Okay.
3:18:07So speaking with the brand and basically
3:18:08keeping them happy. Okay. So those are
3:18:10the
3:18:10>> Another great one. You're going to be
3:18:11speaking with a brands themselves and
3:18:13keeping them happy. That's super super
3:18:15interesting. And honestly, that's a part
3:18:18where I would very much excel at. I have
3:18:20another interview here that I'm going to
3:18:21show you that's almost like the exact
3:18:23same business structure for the agency.
3:18:24But having the people skills on these
3:18:26are is going to be super super super
3:18:28important. Me and this guy like like
3:18:29this guy really wanted to hire me and I
3:18:32made it to the next round because here's
3:18:34the thing, the biggest part wasn't
3:18:35because of my creative strategy
3:18:36experience, right? You'll see here in a
3:18:38second, but I was totally upfront with
3:18:39him where I was like I have tons and
3:18:40tons of copywriting, tons of marketing
3:18:42experience, but I want to get into
3:18:44creative strategy right now. Okay. So I
3:18:47can't point towards a meta ads account
3:18:49that I built from a 100k per month to a
3:18:51million dollars a month because I'm
3:18:53still looking for my first opportunity
3:18:54in this specific lane.
3:18:56>> It's like hiring Michael Jordan to be on
3:18:58your baseball team, right? I mean he
3:19:00know he knows how to run, he can jump,
3:19:01he's athletic, but it's like the actual
3:19:03field is just a little bit different,
3:19:05right? So do you want a guy who has been
3:19:06playing baseball his whole life or guy
3:19:08that's an absolute killer at basketball
3:19:10trying to do some baseball now? That's
3:19:11kind of the position which I was in
3:19:13right here. So um let's continue.
3:19:15>> Two main roles and responsibilities for
3:19:17the creative strategist um right now in
3:19:19the team. Um and yeah, I think that is
3:19:21kind of high level how this is working
3:19:23for us. So, we'd love to hear a bit more
3:19:25about your experience in the creative
3:19:26strategy space
3:19:27and then I'll probably ask you some more
3:19:28specific questions to understand
3:19:31if what would your availability look
3:19:32like if we were to move forward.
3:19:34>> All right. Perfect. Perfect. So, to
3:19:35start off, you want to just a quick
3:19:36overview?
3:19:37>> Yeah, please go ahead.
3:19:38>> All right. Of course. Right on. So, I've
3:19:40been
3:19:40copywriting specifically in marketing
3:19:42for the last 5 ish years or so. So, I
3:19:44started out in mostly doing copywriting
3:19:46for service-based businesses. So, these
3:19:47are agencies, consultants. Um and then
3:19:49through there, I've actually built my
3:19:51own brand to help other copywriters, I
3:19:53guess, get a start in copywriting and
3:19:54marketing and things. And you know,
3:19:56through I guess my past experience, I
3:19:57have mainly focused and I guess excelled
3:20:00at the service-based business side of
3:20:01the side of things. So, that goes with
3:20:02like emails, VSLs and things. Um and now
3:20:05specifically, I want to get more honed
3:20:06in on
3:20:08DTC and creative strategy specifically,
3:20:10right? Because copywriting is one thing,
3:20:11but of course, being able to look in the
3:20:13ad account and have a good idea what the
3:20:15winners are, what the next winners will
3:20:16be is kind of what I want to really
3:20:18build my skills into. So, I guess that's
3:20:19more or less AI and overview.
3:20:21>> So, as for breaking down the answer, I
3:20:23give an honest answer. And your
3:20:24everyone's answer is going to be
3:20:25different. Uh if you're just starting
3:20:26out, your your answer's kind of going to
3:20:28be more or less the same. Other than,
3:20:29you know, tell them what you do have. If
3:20:31you have been writing um writing
3:20:34breaking down ads every single day for
3:20:35the last 3 months, they want to know
3:20:36that. That puts you way farther ahead
3:20:38than the dude who just I started
3:20:40yesterday and have no idea what's going
3:20:41on here. So, yeah. That was the overview
3:20:44of the experience and how I answered it.
3:20:45And I also added into that answer some
3:20:48things that I know about people who are
3:20:50hiring creative strategists. See,
3:20:51through studying all of these uh
3:20:53creative strategy posts, hiring posts,
3:20:55and just creative strategy content in
3:20:57general, and also, you know, working
3:20:58with a lot of creative strategists as
3:21:00well in my day-to-day, I know that a lot
3:21:02of people have the misconception that
3:21:04it's just a copywriting role. That all
3:21:06you do is just write the ads and that's
3:21:08it. So, I wanted to separate myself and
3:21:11actually point out how I would be
3:21:13different and how I'd approach it
3:21:14differently than copywriting because you
3:21:15have to know the data.
3:21:16>> Sweet. Sounds good.
3:21:17You also one thing just you know, we
3:21:19have put together pretty in-depth
3:21:20training over the past few years
3:21:23and the process that we work with so
3:21:24obviously if we were to move forward you
3:21:25would also go through that training to
3:21:27ensure that your skills are applied to
3:21:29to to the role you're going to work on
3:21:31and execute, okay? So I'm
3:21:32that that be that be helpful to you too,
3:21:34okay?
3:21:35>> So he basically said I don't care, we
3:21:36have a training.
3:21:37>> [laughter]
3:21:38>> And you're going to come across this
3:21:39exact same thing and here's the other
3:21:41thing, dude, is he'll talk about it here
3:21:43a little bit after. But having somebody
3:21:44on who's super experienced, who has a
3:21:47process, who's been there and done that,
3:21:49that's good in a way, but the problem
3:21:51there is that they feel like they know
3:21:53it all, right? If I were to go through
3:21:55on in this guy's business and go through
3:21:57the training, I would literally have it
3:21:59so locked in, it would be just nasty. It
3:22:02would just be insane because I just
3:22:03followed the training to a T. But for
3:22:05somebody who's already done all this
3:22:07before they're going to think that they
3:22:08already know it, they don't want to
3:22:09repeat things or they're going to
3:22:10disagree with the training or not want
3:22:11to do it like that. So having somebody
3:22:13who's more or less an empty vessel
3:22:15ready and willing to learn is also very
3:22:17valuable in and of itself. You have big
3:22:19benefits and unfair advantages as a
3:22:22beginner that people who are highly
3:22:24experienced don't necessarily have. So
3:22:26you should lean into those.
3:22:27>> So continuing. One thing I would like to
3:22:29know is in terms of D2C have you ever
3:22:31worked with a D2C brand? How does your
3:22:33experience look like in the
3:22:34>> So now he wants to get even like deeper.
3:22:36Like have you ever worked with a a
3:22:37literal D2C brand? And these are the
3:22:39questions that most people fear, right?
3:22:41Where it's like, oh, I hope I don't get
3:22:42found out, I hope I don't get caught.
3:22:44You'll see here I was honest as can be
3:22:46and that doesn't necessarily deter him.
3:22:47So continuing.
3:22:48>> For sure.
3:22:49So I have never worked with a D2C brand
3:22:51specifically actually.
3:22:53Now I have some I guess people that I
3:22:54work with who you know coach in my
3:22:56students and things, they're like way
3:22:57more D2C focused and I'm like way more
3:22:59service based focused. But
3:23:01yeah, that's basically the background.
3:23:02I've been doing some applications and
3:23:03some test projects over the last few
3:23:04weeks
3:23:05and it seems to all make sense to me.
3:23:06I'm a pretty quick learner and I guess
3:23:08I'm you could say I'm pretty
3:23:08resourceful. So I've been able to you
3:23:10know do some test projects, do some
3:23:11applications and still figure out some
3:23:12some things out. And then like I said,
3:23:13with with the training, I think that's
3:23:15an even better like I guess bonus just
3:23:17to have as well. So, in short, yeah, no
3:23:18real straight direct D2C experience.
3:23:21>> Okay. Bye. So, no real D2C experience.
3:23:24Okay, well, what do I I do have? What is
3:23:26my direct experience with D2C? Cuz
3:23:28that's what he asked. Okay? So, no, I
3:23:30haven't worked with them uh specifically
3:23:32before, but I have done this, right? I I
3:23:35have been doing the applications. I have
3:23:36been doing the test projects. I have
3:23:37been getting on interviews, etc. So.
3:23:40>> Obviously, but I mean, more important
3:23:41than your past experience is the test
3:23:43you've done. To be honest, because
3:23:45there's also people with
3:23:46a lot of past experience and then turn
3:23:48out to not be as good as you you ever
3:23:49thought. So, I don't really put as much
3:23:50weight on that. And to be honest, I have
3:23:52one strategist that has the same
3:23:53background as you. And so, she can she
3:23:54did creative strategy for a long time,
3:23:56but never really did it for e-com,
3:23:59basically, or D2C. She did it for
3:24:01fintech and other B2B businesses and so
3:24:02on. And right now, she is managing Pod
3:24:04A.
3:24:05And she's pretty good at it, you know,
3:24:06so I'm
3:24:08>> Look, bro, it's easy to think that I'm
3:24:10telling you what you want to hear. It's
3:24:12so easy to think that. Genuinely, it is.
3:24:14But, the rest of the market confirms it.
3:24:16And it's hard to deny that fact. This
3:24:18business owner I'm talking to, great
3:24:19guy. Great guy, great business person.
3:24:22He's successful. He's doing very well
3:24:24for himself. And I I loved just hopping
3:24:26on the call with him in the first place,
3:24:28right? He
3:24:30He knows what he's talking about. This
3:24:31isn't his first day.
3:24:33Here, he's got the the two pods already
3:24:35ripping, and he's adding a third one on
3:24:37because he has like about a dozen
3:24:39clients plus now that he's doing
3:24:41creative for more or less, which is
3:24:42awesome. Which is great. And he just
3:24:45told you what I've been sharing with you
3:24:47for the past however many hours this
3:24:49course has been going on for, probably
3:24:50for the next couple hours as well. And
3:24:52that is that experience is something
3:24:54that's great to have. It's It's like a
3:24:55cool little bonus plus, but at the end
3:24:57of the day, the test project itself
3:24:59really talks more about the experience.
3:25:01And he's already had in his past hired
3:25:04somebody who was very similar to me, Had
3:25:07transferable skills, but not direct
3:25:09direct experience. And that's fine.
3:25:11Still a great place to be. If I would
3:25:12have been applying to copywriting roles,
3:25:14which I made the decision not to, I'd
3:25:16get the copywriting roles so quick.
3:25:18Where they just want you to write
3:25:20emails, they want you to write
3:25:21advertorials, they want you to just
3:25:22write. I mean, that would be the the
3:25:24biggest no-brainer ever. You mean the
3:25:25dude who has millions and millions of
3:25:27views on his copywriting videos, who's
3:25:28been doing this for documented for 5
3:25:31plus years? Hmm, I don't know. Should we
3:25:32go with him or some other dude who
3:25:34doesn't have all those stats? But, I
3:25:36really wanted to to genuinely go into
3:25:38the route of creative strategy, cuz
3:25:39that's where I see the most potential.
3:25:41That's where I see the future really
3:25:43heading. So, all in all, all that to say
3:25:46that you do not need experience in the
3:25:49direct sense in order to get a a job.
3:25:52And and some side note, some background
3:25:54about this position, I I did get on a
3:25:56second call with with them as well.
3:25:57You'll you'll see I'll talk about it a
3:25:58little bit more. This is a 4K per month
3:26:00position. This is this is a 4K per month
3:26:03plus performance incentives. To where if
3:26:05a client sticks around for I think it
3:26:06was like longer than 4 months, you get a
3:26:084K bonus. This is part of the reason why
3:26:10I didn't want to air out
3:26:11his entire identity and and his pay
3:26:14structure and stuff. But, yeah. So so
3:26:16this is not like a super beginner small
3:26:19time 1K per month role. This is a
3:26:22genuine serious role. And he's saying
3:26:24that experience is not the the end-all
3:26:27be-all.
3:26:27>> too concerned about that. Also, one
3:26:29thing that is also true is we don't have
3:26:30the brands for your pod. We're about to
3:26:32sign the first one. So it would be a
3:26:33progressive ramp up. Um so you would be
3:26:35able to learn as you go. You're not
3:26:36going to go in at full capacity and just
3:26:38>> All right.
3:26:39And you're not even going in at full
3:26:40capacity. So he's going to be um
3:26:42marketing and getting on the brands and
3:26:45the clients as we go. And then once
3:26:46they're on, you know, I would take the
3:26:49first one. And it would be a very
3:26:50progressive ramp up, kind of like he's
3:26:51talking about.
3:26:52>> Just figure it out basically. No, it's
3:26:53going to be that progressively done. Um
3:26:55and in parallel you can do the training,
3:26:57get up to speed with all of that. Um so
3:26:58so you can do that that in parallel,
3:26:59too. Okay.
3:27:01Um my question to you is obviously I
3:27:03understand you don't have much
3:27:04visibility to the capacity. You say you
3:27:06would be available to work full-time
3:27:07hours, but a rough estimate of how many
3:27:09brands you could manage, do you have a
3:27:10rough idea
3:27:11>> So, he was just asking more like, do you
3:27:13have an idea of how many how many brands
3:27:14you can manage? I basically say I don't
3:27:17really know how long it takes to manage
3:27:18a brand. Obviously, you make the
3:27:19creatives for them. So, yeah, I also
3:27:21said like my efficiency would get
3:27:22quicker in the end as well. I'm going to
3:27:24skip forward here a little bit. So, I
3:27:25gave him my answer, right?
3:27:27>> Okay, sounds good.
3:27:28>> Every business owner I've ever worked
3:27:30with does that.
3:27:31What you just saw there where we're
3:27:32sitting there for like 20 seconds and
3:27:35not speaking, I do it a lot, too. But,
3:27:36I'm just like kind of like deep in
3:27:37thought, like thinking thinking about
3:27:39the future, calculating my next moves,
3:27:42calculating whatever the the odds,
3:27:44whatever it is. So, the only thing there
3:27:45is just be really really comfortable
3:27:47with silence. Um, when people start
3:27:49squirming when it comes to silence or
3:27:50makes them nervous, like that just gives
3:27:53very uh I don't know.
3:27:55Not not very great energy, so yeah, be
3:27:57comfortable in the si- silence. Just
3:27:58chill there. It's the best spot to be.
3:28:00Uh most people think that this is like a
3:28:02high-pressure, almost like hostage
3:28:03negotiation
3:28:05uh type of situation. They go into it
3:28:07like that. So,
3:28:09calmness and casualness
3:28:12signal confidence.
3:28:14>> Um, so yeah, I think all of that is most
3:28:16of the questions I had to just you know
3:28:17>> Yeah, makes sense. So, Wednesday should
3:28:19be reaching out or sorry, yeah, Thursday
3:28:20would be a quick call. So, Thursday
3:28:21would be like an onboarding call or like
3:28:22some sort of test project sort of thing
3:28:24or
3:28:24>> No, I think it would be kind of like a
3:28:25quick final call to see if we're able to
3:28:27fit like to make the unit economics and
3:28:28everything work.
3:28:29>> Bro said unit economics. He means like
3:28:32talk about the pay and see if it all
3:28:33works out. So, that's pretty funny. Um,
3:28:35but yeah, I I did end up getting on that
3:28:36second call. And if you watch here,
3:28:38we'll just we'll just watch the rest. He
3:28:39basically said, "Yeah, no, it's
3:28:41basically just a call to confirm like
3:28:42that would be the call that's like,
3:28:43yeah, see if we'd be able to make that
3:28:45work." And then if so, you're on, right?
3:28:46So, I did get on that second call.
3:28:49Everything went fine, but at the end of
3:28:51the day, he ended up going with somebody
3:28:53who had a little bit more experience.
3:28:55Those were That's what he told me. And
3:28:56his exact email read something along the
3:28:59lines of, "Hey, so this has been one of
3:29:00the hardest hiring decisions I've ever
3:29:02had to make. I really enjoyed our
3:29:03conversations, but we had decided to go
3:29:05with somebody with a little bit more
3:29:07experience. And in the next 6 to 12
3:29:09months, we'll be adding on the fourth
3:29:12pod as well. So, maybe we'll reach back
3:29:14out to you then and see where you are."
3:29:16Now, he could have just said, "Sorry,
3:29:18we've decided to pursue other
3:29:19candidates." like all the other
3:29:20businesses would say, but I generally
3:29:22think that, you know, I was right there
3:29:23on the one-yard line and then somebody
3:29:25with more experience ended up getting
3:29:27the gig. Now, most people are not going
3:29:29to show you that. Most people are only
3:29:30going to come on here and show you their
3:29:32wins when they close. If they ever
3:29:34didn't get a project, they'd go, "Oh,
3:29:35no, I can't show that." But dude, you
3:29:37can't be hung up or crushed on any of
3:29:40these positions because, like I said, I
3:29:43think I got So, that was like about a
3:29:45month ago or so, and I think I had about
3:29:47six interviews since then. Um some of
3:29:50the ones I'm showing you here now, I
3:29:51also have some I have like two or three
3:29:53scheduled for the future. So, yeah, it's
3:29:56it's really not the the end of the
3:29:57world, not a big deal. So, yeah,
3:29:58continuing. Let's go to the next one.
3:30:00>> Perfect, sounds good. Um how do you
3:30:03build a buyer persona?
3:30:05>> Mhm. It's a good one. So, So, the last
3:30:07call was actually not very tactical at
3:30:10all. He didn't really ask me about how
3:30:12do you build a buyer persona, how do you
3:30:13start doing creative for a brand. But
3:30:15this one on the other hand is a lot more
3:30:17tactical, which is why I wanted to show
3:30:19it. And then the next one is also more
3:30:21tactical as well. Notice that between
3:30:23this one and the next one I'm going to
3:30:24show you, they're asking basically the
3:30:26exact same questions. So, when it comes
3:30:28to interviews, you really really just
3:30:30have to hone in on what you know they're
3:30:32going to ask you. Continuing. When it
3:30:33comes to the buyer persona, there's a
3:30:34few kind of places that we could look.
3:30:36One of the main ones is I guess doing a
3:30:37little bit of competitor research, so
3:30:39see who else is targeting that. That way
3:30:40we'll be able to see, I guess, a little
3:30:41bit of what's already working out in the
3:30:42market. And then we'd be going to do
3:30:44some actual real persona research, which
3:30:45would be which would be things online,
3:30:47like YouTube and things on like Reddit.
3:30:48And also really like product reviews,
3:30:50Amazon reviews. This way we can see if
3:30:52they've tried to fix their problems
3:30:53before, what are some of the things that
3:30:54didn't go well, or some of the things
3:30:55that they are looking for, and then what
3:30:57are their like really hyper specific
3:30:58deep pain points that they would only
3:30:59like share on Reddit, for example. And
3:31:01then by able to being able to use those,
3:31:02we can use those in the scripts, and
3:31:03also in the creative as well. Yeah.
3:31:05>> Pretty straightforward. I don't know
3:31:06what to add to that. Pretty
3:31:07straightforward answer. If you are
3:31:09locked in with enough of the creative
3:31:11strategy content, you're going to have
3:31:13already known this. You're going to
3:31:15understand this stuff. You're going to
3:31:16know what I'm saying. It's not too
3:31:18detailed, right? This is from a little
3:31:20bit ago, so I might have answered it
3:31:21even more detailed right now, cuz I've
3:31:23been learning a little bit more. But, um
3:31:24yeah, how would you do persona research?
3:31:26Well, I mean, first I would go look at
3:31:28the competitors who are already
3:31:29targeting that said persona. And then I
3:31:31would go and gather persona data from
3:31:35places where they hang out. So, the
3:31:37examples I was using was a Reddit, for
3:31:39example. People who suffer with back
3:31:41pain are going to go to Reddit and say,
3:31:43"Hey, are there any things that you guys
3:31:44tried?" They might say, "Oh, yeah, I've
3:31:46tried these things, I tried that thing,
3:31:47but they didn't work because." Or,
3:31:50um no, these are the things that I hear
3:31:51work really well. Right? That way, in an
3:31:54ad, I can say something like, "Have you
3:31:56tried this for your back pain, that for
3:31:57your back pain?" And the person
3:31:58watching's like, "Woah, how does he
3:32:00really know what I use for my back
3:32:02pain?" Well, it comes full circle,
3:32:03because I already saw what you were
3:32:05posting and liking and upvoting on
3:32:07Reddit.
3:32:09>> That's a good one. Thank you. Um
3:32:12Can you walk me through uh your research
3:32:14process for a new brand?
3:32:16>> Mhm. Yeah, absolutely. So, when it comes
3:32:18to a research process for a new brand, I
3:32:19think the the biggest thing, one of the
3:32:21biggest things, one of the first things,
3:32:22would be to really research what's
3:32:23already working for them and what
3:32:24they're already doing. So, really
3:32:25figuring out
3:32:26>> Also, as a side note, right? You should
3:32:27record all of your calls. It It's kind
3:32:29of funny. It's almost like playing a
3:32:31sport, right? Playing a game of
3:32:34basketball. Whenever you're watching
3:32:36back game tape, you're always going to
3:32:38pick out parts where you're like, "Oh, I
3:32:39could have did that better. I could have
3:32:40did this better." In practice, you're
3:32:42always going to be better than when
3:32:43you're actually playing, right? You're
3:32:45going to know, "Oh, I I have passed the
3:32:46ball here. I should have shot the ball
3:32:49right there. But that's only in
3:32:50hindsight. Hindsight is 100% 20/20. Now,
3:32:53this isn't a bad call by any means. My
3:32:54answer is actually pretty good. But just
3:32:56in general, and that's why it's so
3:32:57important to record your calls, actually
3:32:59go through and review them yourself
3:33:00because then all the pressure's gone,
3:33:03all the thinking off the top of your
3:33:04head is gone, and you get to think, hmm,
3:33:07how would I answer that question even
3:33:08better today? Who they're speaking to,
3:33:10what kind of language patterns they're
3:33:11already using. Um some brands do really,
3:33:13really well with uh founder UGC ads
3:33:15work. Some won't do really well with
3:33:16certain types of static. So, really just
3:33:18getting a a good feel for where they
3:33:19where they already are, right? Some
3:33:21brands do really well with founder UGC,
3:33:23some ads do really well with statics. I
3:33:25speak the language, right? All I'm
3:33:27trying to also show and and add into
3:33:29these is that like this is not my first
3:33:30day on Earth. And that's super important
3:33:32as well. You really have to know all the
3:33:34definitions, which um you're learning
3:33:36here, of course, which is really nice.
3:33:38But you have to learn and know all the
3:33:40definitions like the back of your hand
3:33:41and use them and sprinkle them sprinkle
3:33:43them throughout your
3:33:45your actual answers as well because in
3:33:47that way it actually proves that you
3:33:49not have done this before, but at least
3:33:51proves that you have a knowledge of it.
3:33:53>> And then kind of like almost the the
3:33:55same process that I mentioned earlier,
3:33:56really doing some good competitor
3:33:57research. So, what else is working in
3:33:58the market and why those patterns, and
3:34:00then also some um
3:34:01persona research as well.
3:34:03>> Mhm. In um a startup before or a
3:34:06high-growth environment uh where you
3:34:08have to
3:34:10um
3:34:10manage aggressive deadlines or this kind
3:34:13of environment in the past?
3:34:15>> I I did answer this, but you know what?
3:34:17I want to give another answer to this,
3:34:18right? As if I had no online business
3:34:21experience before.
3:34:22I could say, you know what? I joined the
3:34:25uh
3:34:26I started construction at 16. I started
3:34:30the army at 16 as well. And then I also
3:34:34became a security guard. Not that a
3:34:35security guard is by any means um
3:34:37high-stakes or quick. In fact, it's
3:34:39actually the opposite. You have to
3:34:40really uh learn patience there.
3:34:43But as for tight deadlines, staying on
3:34:45schedule, staying organized, the army
3:34:48and construction is really where that
3:34:52skill is built and honed in, especially
3:34:54at a young age, right? That was
3:34:57over 10 years ago now.
3:34:59Right? 27 at the time of this recording,
3:35:01just turned 27. And through doing all
3:35:04those things, I really have learned
3:35:07a big thing, which is just a sense of
3:35:09urgency. I can tell when other people
3:35:10don't have it.
3:35:12And it almost gets on me a little bit,
3:35:14but a sense of urgency is something that
3:35:16I highly prioritize. There are lots of
3:35:17deadlines. We have an inspection
3:35:19tomorrow. Everybody has to make sure
3:35:20that they are ready. We have lots of
3:35:22deadlines in construction because every
3:35:25day the construction goes past the
3:35:27deadline, the bosses are losing money.
3:35:30And I also even had positions where I
3:35:32was incentivized financially in order to
3:35:35make sure that things go well and
3:35:37actually finish early. So, in short,
3:35:39that would be my answer. Now, I have
3:35:41tons of experience business-wise that
3:35:42translates even better, which I'm going
3:35:43to use and say here, but I'm trying to
3:35:45give you guys ways and understandings of
3:35:47how you you always have some sort of
3:35:49experience that you can point to.
3:35:51>> Or maybe in your current job.
3:35:53>> Yeah, yeah, absolutely. So, for previous
3:35:55experience like with other clients, for
3:35:56example, we would do lots of things like
3:35:58webinars and challenges, right? And
3:35:59these have very set end dates. So, we
3:36:01have to make sure we get as many leads
3:36:02in for those end dates. And those end
3:36:04dates obviously aren't flexible
3:36:06whatsoever because everyone's already
3:36:07waiting for them. So, those are some
3:36:08examples there. And then also same with
3:36:10my own business. I mean, very organized
3:36:12cuz there's lots of moving parts in
3:36:14general.
3:36:14>> So, that was that second call. So, the
3:36:16second call also was a bust. Reason
3:36:19being is because I don't even know the
3:36:20reason, but
3:36:22there wasn't wasn't really a spark there
3:36:24like there was in the first call. Like
3:36:25the first call, things were good. I
3:36:27wanted to work with him. He wanted to
3:36:29work with me. The second one, mm, I
3:36:31wasn't really know. She just kind of
3:36:32came on, asked me some tactical
3:36:33questions. I answered the tactical
3:36:34questions. And it was what it was. They
3:36:36really seemed like they were looking for
3:36:37somebody who, you know,
3:36:39they seemed like they held experience at
3:36:41a much higher priority. They said things
3:36:43like, "Oh, what's the biggest ad account
3:36:45you've ever worked on?" So, I mean, like
3:36:47it doesn't really like none because,
3:36:49like I said, I don't have any direct D2C
3:36:52experience. So, continuing on.
3:36:54>> Okay. Yeah, yeah. All good. How's it
3:36:55going, man?
3:36:56>> Very good. Very good.
3:36:57>> Awesome.
3:36:58>> How are you today?
3:36:59>> Not too bad. Not too bad. It's an early
3:37:00one. It's at 5:00 a.m. for me right now,
3:37:01so.
3:37:02>> Oh, I thought I saw you in
3:37:04Canada. Like, I saw you and I was like,
3:37:07"Are you in Canada or is it whatever?"
3:37:09>> Yeah, so again, coming on and and being
3:37:11very cordial, right? The first guy was
3:37:13talking about, you know, the setup. This
3:37:15guy's talking about the time that we we
3:37:17met. Like, "How's your day going?" and
3:37:18stuff.
3:37:19Um so, yeah, just being very personable
3:37:21with them is super, super, super
3:37:23important, especially because they this
3:37:25guy, all right, that I'm talking to
3:37:26right now and the the last guy in in the
3:37:28beginning were talking about having like
3:37:30client-facing roles where I would be
3:37:32handling and talking to the client. So,
3:37:34they definitely want somebody who's
3:37:35likable, somebody who has the people
3:37:36skills for that as well. So, just being
3:37:38able to showcase that, have the small
3:37:40talk, have a conversation before we
3:37:41actually get into the interview itself
3:37:43is also super important. This call ended
3:37:45up being a 45-minute call where we were
3:37:47just talking about creative. We were
3:37:48talking about some AI stuff that he's
3:37:50doing as well.
3:37:51So again, really good energy call, too.
3:37:54Continuing.
3:37:55>> Yeah. Do you normally wake up or stay up
3:37:57till 5:00 a.m. or you did it just for
3:37:58this?
3:37:59>> Yeah, I have a super weird schedule. So,
3:38:00I
3:38:01do wake up at 2:00 a.m. every day. That
3:38:03way I can get all my done work and then
3:38:059:00 a.m. wife's up, so I can actually
3:38:06like I feel like I have every day off
3:38:07basically.
3:38:08>> It's not even 2:00 yet. I've already
3:38:10been up for hours. Uh I woke up at
3:38:12around I woke up when it was still
3:38:14yesterday. I woke up at around like
3:38:1611:00 11:00 a.m. [snorts] something.
3:38:18Yeah, we grinding, bro. We grinding.
3:38:20>> Nice.
3:38:21>> Yeah.
3:38:22>> That's smart.
3:38:23>> Yeah, yeah.
3:38:23>> If you can go to bed.
3:38:24>> True.
3:38:25Yeah, if if you can say no to all the
3:38:26plans ever, anybody who wants to hang
3:38:28out after 6:00 p.m., then yeah, it's
3:38:29good.
3:38:30>> 100%.
3:38:30>> Mhm.
3:38:31>> Uh I appreciate you flying. I was
3:38:34listening to your stuff on the way.
3:38:35because
3:38:37I kind of saw your YouTube channel and
3:38:39everything else.
3:38:39>> Yeah.
3:38:40Yeah, so pleasantly surprised both of
3:38:42the YouTube channel. Now,
3:38:44the fastest way to get clients is
3:38:45definitely not build a YouTube channel
3:38:47over the last 5 years to multiple
3:38:48hundreds of thousands of subscribers and
3:38:50millions of views, but it's an asset
3:38:51that you have. And the takeaway that I
3:38:52want you to have here is that the 5
3:38:54years are going to pass anyways, dude.
3:38:55So, you might as well build something
3:38:58and build something big, do something
3:38:59big in order to just have that asset in
3:39:02your back pocket.
3:39:03>> And looks like you do have quite a bit
3:39:05of experience as a copywriter, which is
3:39:07awesome.
3:39:07>> Yeah.
3:39:08>> Let me give you a bit of a background
3:39:09about us.
3:39:10>> For sure.
3:39:11>> Who we're looking for
3:39:12>> Mhm.
3:39:12>> [clears throat]
3:39:12>> see if we match.
3:39:13>> Yeah.
3:39:14>> Also, I'm the owner. We are very small
3:39:16marketing agency, but
3:39:18>> [clears throat]
3:39:18>> we do work with
3:39:20a variety of different customers. We're
3:39:22not going to be honest with one
3:39:23particular industry.
3:39:24We have e-commerce, we have B2B, we have
3:39:26newsletters,
3:39:29anything under the sun to do
3:39:30>> Mhm.
3:39:30>> with marketing automation.
3:39:31And that's why it's it's a bit
3:39:33challenging to jump from a customer to
3:39:35customer, right?
3:39:37And figure [clears throat] out exactly
3:39:38what we sell for any particular customer
3:39:40and student keeping the campaigns.
3:39:42So, we're looking for a creative person
3:39:44that's
3:39:45Yes, he's he's creative, can figure out
3:39:47angles, testing, research competitors,
3:39:50and all the other stuff. And we we bring
3:39:51all the automation tools on the back end
3:39:54that can kind of support all of that,
3:39:55but also know knows his way around
3:39:58ads manager, knows how to push to master
3:40:00it.
3:40:01I do need the person that we would work
3:40:02with who also have his
3:40:04who work with a person that he launch
3:40:05the ads for him.
3:40:07He can create the ads, he can do the
3:40:08output, but he doesn't have to do the
3:40:09manual work of putting everything
3:40:11together.
3:40:11>> Okay.
3:40:12>> All that needs to be automated.
3:40:14But, that's kind of
3:40:16the person who we're looking for.
3:40:17>> Mhm.
3:40:18>> Now, in terms of um
3:40:20our agency
3:40:22in the next 1 and 1/2 to 2 years
3:40:24[clears throat] I'm planning on
3:40:25expanding and just growing the agency
3:40:27>> Mhm.
3:40:28>> as much as possible so honestly
3:40:29>> Right.
3:40:30>> that would happen one through automation
3:40:31and then second through really really
3:40:33good people.
3:40:34>> Right.
3:40:34>> I'm more than happy if I have the right
3:40:36people on board to either give equity
3:40:38pay as much as possible if you're
3:40:40[clears throat] net positive of course.
3:40:41>> Yeah, of course.
3:40:42>> Makes sense and it makes sense.
3:40:44I've seen that you're kind of very um
3:40:47you're
3:40:48I've looked through your YouTube videos
3:40:49and you must [clears throat] be a very
3:40:50likable person as well. That's kind of
3:40:52first impression that I got. So maybe
3:40:54later on buying communication sales or
3:40:57anything like this would also be
3:40:59on the table if that's something that I
3:41:00would
3:41:01>> So he was he was talking about here, you
3:41:02know, another thing that was funny is
3:41:03that everybody has like their their main
3:41:05master plan, you know, the next 6 months
3:41:061 year we're going to scale to the moon,
3:41:08which is good, which is great. You
3:41:09definitely don't want to get on with a
3:41:11business that's like, yeah, no, we're
3:41:12not scaling, we're actually shrinking,
3:41:13but we want you on.
3:41:14So yeah, that's that's all good. He's
3:41:16talking about like he even wants to have
3:41:18somebody almost like on a partnership
3:41:19type of level where they even have
3:41:21equity at stake as well. So I he likes
3:41:24that. That's that's a good idea as well,
3:41:26which is great. He was talking about
3:41:28likeability, right? Came across the
3:41:29YouTube. His first impression was that
3:41:31I'm likable so he could do some client
3:41:33facing things and then also even some
3:41:34sales. Now I'm not really necessarily
3:41:36looking to be
3:41:37sales guy necessarily. Um but you know,
3:41:41if the if the opportunity's right, I
3:41:42mean, we'll see. I I I'm
3:41:44>> [laughter]
3:41:45>> We'll see. We'll see. I don't know. I
3:41:46don't know if that would be really me,
3:41:48but continuing.
3:41:49>> We'll we'll explore.
3:41:51>> Oh, that's awesome.
3:41:54>> Now in terms of um
3:41:56operating when it comes to advertising
3:41:58>> Mhm.
3:41:59>> what is your normal path
3:42:01>> Mhm.
3:42:01>> researching a potential customer?
3:42:04>> Mhm.
3:42:04>> With the new AI things are maybe a
3:42:06little bit easier, but what I have found
3:42:07is I've had a lot of people in the past
3:42:09few months.
3:42:10>> Right.
3:42:10>> Um some stay, some um don't execute and
3:42:13AI definitely makes things a lot easier.
3:42:16The problem, you know this better than
3:42:17me, especially with copywriting is that
3:42:19uh
3:42:20if you don't push the AI tools in the
3:42:22right direction or you don't recognize
3:42:23what kind of copy
3:42:25is actually decent.
3:42:26>> Right.
3:42:27>> It's just you put AI garbage out there.
3:42:29>> Yeah.
3:42:30>> You know what you guys are getting right
3:42:31here? You guys are getting the most
3:42:32insane, in-depth persona research ever.
3:42:36We are building a persona of somebody
3:42:38who's hiring a creative strategist. You
3:42:40are already doing creative strategy by
3:42:42watching this video. You're taking notes
3:42:43on exactly what this niche of people
3:42:47want, what are their wants, what are
3:42:49their fears, what are their desires,
3:42:50what are their overall dreams. They
3:42:51really want to scale big, take on more
3:42:53clients in the future. They want
3:42:55somebody who knows how to use AI to
3:42:57improve in efficiency without decreasing
3:43:00effectiveness. They, you know, don't
3:43:02want somebody who comes on and says that
3:43:04they are really good and they don't want
3:43:06to make a bad hire by just trusting in
3:43:08somebody's quote-unquote experience.
3:43:10They want to put more
3:43:12priority on the actual knowledge and
3:43:15what they can demonstrate. Those are all
3:43:16just parts of points. The thing that
3:43:18he's talking about here is the AI thing,
3:43:21right? So, he's like, you know, you
3:43:23probably know better than me when it
3:43:24comes to AI copywriting. Of course I do
3:43:26and then I can bake this into my answer
3:43:27as well. Just give a really good answer
3:43:29that also just I can tell that it's
3:43:31going to relate to him very well.
3:43:34>> Great. So, yeah, how do you do How do
3:43:36you research and how do you
3:43:38end up with some some [clears throat]
3:43:39copy? Let's just assume headlines for
3:43:41now.
3:43:41>> Yeah, okay, yeah, for sure. No, I
3:43:43definitely agree. People try to like
3:43:44outsource their skill 100% to like
3:43:46ChatGPT and then of course it reads like
3:43:48Like anybody who's used it for even a
3:43:49second can tell what the language
3:43:51patterns are like, which kind of hurts.
3:43:52So, as for research, I'm going to go
3:43:54like persona research specifically cuz
3:43:55that's what you're asking about. What it
3:43:57would look like is really getting a good
3:43:58lay of the land. So, seeing what the
3:43:59brand is already doing, who they're
3:44:00already speaking to, and if they already
3:44:02have some persona research done. I mean,
3:44:03that would be the first thing,
3:44:04understand that. And then if there's a
3:44:06certain persona that we're kind of going
3:44:07after and maybe we're we're researching
3:44:08a little bit more, then my main I guess
3:44:10goal would be to be looking for hyper
3:44:12specific phrases and speech patterns on
3:44:15wherever they're hanging out. So, I
3:44:16mean, old people are probably going to
3:44:17hang out uh on Facebook more
3:44:18particularly. Younger people may be on
3:44:20places like TikTok uh or YouTube. Um
3:44:22but, just doing some research that way.
3:44:24Reddit's also another good one. Uh
3:44:25ChatGPT, I mean, like you can ask it
3:44:27some stuff. Uh but, at the end of the
3:44:29day, it only really knows what it can
3:44:30Google, I guess. It's not really going
3:44:31to be doing the whole uh scattering the
3:44:33internet thing for you. Um and then
3:44:35after that, yeah, like I said, looking
3:44:36for specific language patterns, um
3:44:38really hyper-specific ways of how they
3:44:39feel, um
3:44:41what their genuine problems are. Also,
3:44:42another great one is uh product reviews,
3:44:44right? So, for the people who are
3:44:45already um solution aware, they might
3:44:47have tried something before, didn't work
3:44:49out the way that they wanted it to. Uh
3:44:50so, like what what were the exact same
3:44:52things that they struggled with or that
3:44:54a lot of these solutions struggled with
3:44:55cuz then we can use that in our
3:44:55marketing, too. Dang, this dude cooked.
3:44:57So, this the these interviews were like
3:44:59a week, maybe a week or two apart, I
3:45:02believe. Um so, they weren't that far
3:45:03apart. And uh as you can see, my answer
3:45:06actually got better. Now, also on this
3:45:07call, I felt like I was vibing with the
3:45:09dude better, vibing more. Um but, yeah,
3:45:12this was a lot more of a chill call, so
3:45:14I felt like I was able to just give a a
3:45:15better answer. It was a little bit less
3:45:17pressure, as well. So, yeah, that that
3:45:19was my answer. Not much to say about it,
3:45:21right? I get I went a little bit more
3:45:22in-depth on this one, talk about persona
3:45:25research, actually going and
3:45:26understanding them, how I'm going to
3:45:27understand them, how I'm going to
3:45:28understand their language patterns,
3:45:30their speak patterns, how they describe
3:45:31their problem, how they describe uh what
3:45:33they want their solution to be, etc. So,
3:45:36what you just witnessed was a whole
3:45:37bunch of uh interviews, and then me
3:45:39actually going down and breaking down uh
3:45:41the common questions in those
3:45:42interviews. So, what you need to do with
3:45:45this is you need to have an answer for
3:45:47every single thing that you every every
3:45:49question they asked me is is going to be
3:45:51a very common question. So, you need to
3:45:53have your answers figured out
3:45:54beforehand, and I highly recommend you
3:45:55do some role plays and role playing.
3:45:58Now, that basically looks like you
3:45:59getting on a call with somebody else
3:46:00who's doing this as well, and
3:46:02going through the motions, right? I'm
3:46:04the interviewer, you're the person
3:46:05getting interviewed. I'm going to ask
3:46:06you the questions, you're going to
3:46:07answer them. It's much better to do that
3:46:09than get on here and look like a deer in
3:46:11the headlights.
3:46:12And the easiest way to do that is just
3:46:14just join the Discord server or join the
3:46:164D school. They're both free. You'll
3:46:18meet other copywriters, other people who
3:46:20are starting, and you can go in and do
3:46:21the role role plays. Maybe they have
3:46:23some of the recordings they can share
3:46:24with you, and you can have some
3:46:25recordings from calls that you can share
3:46:27with them. You can all just get better
3:46:28together. Anyways, that's it for now.
3:46:30Now, back to the course contents. Okay,
3:46:32guys, those were my interviews.
3:46:34Hopefully, you got tons of value from
3:46:36it. You can see exactly what type of
3:46:37questions they're asking me. Um and
3:46:39they're all asking basically more or
3:46:41less the same questions. Questions about
3:46:42the background. Questions about um hey,
3:46:45so what do you do when you're on with a
3:46:48new brand? How do you come up with
3:46:49angles for them? I mean, it's it's all
3:46:50the the questions that I've already
3:46:51showed you. So, now, right, it's putting
3:46:53it all together and doing a very quick
3:46:55overview, a walk-through. So, you build
3:46:58your portfolio, right, which I showed
3:46:59you how to do. And I I also have this
3:47:01live where I'm going over people's
3:47:02portfolios as well. Find and categorize
3:47:04applications. You apply, and then you do
3:47:06the test projects. That's basically it.
3:47:07Inside of here, I also have a bunch of
3:47:09test projects that you can actually look
3:47:11at. So, these are a bunch of test
3:47:12projects you can do. Once you do these
3:47:13test projects, you can also add them
3:47:16to your own creative strategy portfolio.
3:47:19I mean, so that's another reason as to
3:47:21why all of this is so so so so valuable.
3:47:23Again, linked for free in the
3:47:25description. So, how to scale clients
3:47:26and your income? All right. Let's say
3:47:28you have already gotten your client,
3:47:29right? You actually followed this video
3:47:31and you did what it said for 60 to 90
3:47:33days, and you're starting to get some
3:47:34clients. Your first client is always
3:47:35going to be the hardest you'll ever
3:47:36land. You had no proof or results or
3:47:38testimonials. You were asking someone to
3:47:40be your guinea pig, basically. Every
3:47:42client after that is so much easier. Not
3:47:44a little bit easier, a lot easier.
3:47:46Because now you have proof. And proof
3:47:48changes every single conversation that
3:47:49you have from that point forward. Your
3:47:51second client took maybe weeks instead
3:47:53of months. Your third client came from a
3:47:55referral, and your fourth actually
3:47:56reached out to you. Became an inbound
3:47:58lead because they might have saw your
3:47:59profile or saw something that you
3:48:00already posted. That's the compounding
3:48:01effect of doing good work and getting
3:48:04and letting it stack.
3:48:05So, the first thing I want you to
3:48:07understand about scaling is that the
3:48:09momentum you build after client one
3:48:10makes everything after it move way
3:48:12faster than expected. It's like uh a
3:48:13mountain, right? At first, you're
3:48:14fighting an uphill battle, but after
3:48:16that first client, then it's all smooth
3:48:18sailing from there.
3:48:19And you also have to think about the
3:48:20long game, the bird's-eye view of what
3:48:22actually looks like over time. Month
3:48:24one and two, you're grinding, you're
3:48:26doing applications, test projects, first
3:48:27client, and you're figuring out your
3:48:29workflow, how to actually do it. Your
3:48:31first client is teaching you the ropes.
3:48:32Month three is where you're stabilizing.
3:48:34Your first client is running smoothly,
3:48:36um rate conversions are happening, and
3:48:37their second client is coming in. Month
3:48:38four to six, you're compounding. Two or
3:48:40three more clients, you're getting
3:48:42referrals, maybe. Um your rates start
3:48:44increasing. The applications you're
3:48:46sending are now landing faster because
3:48:47now you have proof you're getting on way
3:48:49more um interviews. Bro, there are dudes
3:48:51getting on interviews almost every day
3:48:53or every second day. It's just nuts. The
3:48:55other day, I was in the uh 40 Book Camp
3:48:58Lounge, which is this uh private
3:48:59community that I have, and uh one of the
3:49:01guys was like, "Oh crap, I have an
3:49:02interview in 4 minutes. I completely
3:49:04forgot."
3:49:05It's like you'll just have that many
3:49:06interviews and that many opportunities
3:49:08to where you're just doing them
3:49:08consistently. Month six to 12 is where
3:49:11you start to get selective, right? And
3:49:12this is how you scale right here. You
3:49:13have walk-away power. I was actually on
3:49:15the call yesterday with a uh potential
3:49:17client on an interview, and he was
3:49:19talking about how so many creative
3:49:20strategists are so picky, right? And he
3:49:22was explaining the gig to me, and he was
3:49:24like, "Uh like it's only
3:49:2640K pounds
3:49:29a year." Something like that.
3:49:31It's about 4,000 pounds per month, give
3:49:33or take. That's about like 5K US per
3:49:36month. And he's like, "Ah, man, it's
3:49:37only 5K per month."
3:49:39>> [laughter]
3:49:39>> And he's like, "You might be a little
3:49:40bit too qualified." Because
3:49:42if you really look at it from their
3:49:43perspective, right? Creative strategists
3:49:44know how in demand they are, especially
3:49:46ones that are super proven. So, they get
3:49:49picky, they want to be little princesses
3:49:52and only do the work that they want to
3:49:53do, only work 10 to 20 hours per week.
3:49:55So, if you're really actually willing to
3:49:57grind, you can just blow past everybody,
3:49:59and then you can start being picky
3:50:00eventually as well. That's the
3:50:01trajectory. It's basically it. And now,
3:50:03you come to a fork in the road.
3:50:06Do I do the work? Do I watch another
3:50:07video? Do I
3:50:10say I'm going to do it tomorrow?
3:50:12First of all, if you made it to the end
3:50:13of the video, congratulations.
3:50:15Go down and comment the keyword genie.
3:50:17And then only you and me and the people
3:50:18who actually finish the video will know
3:50:20what we're talking about. The people who
3:50:22haven't, they have no idea.
3:50:24I want to see how many people actually
3:50:25finish this thing. Cuz I can tell you
3:50:27that there's probably going to be lots
3:50:29of views, but only a few people actually
3:50:31commenting genie cuz a few people
3:50:32actually finishing it. But I also want
3:50:34you to take the action, and when you're
3:50:36taking so much action and you finally
3:50:38get results, make sure you share them.
3:50:39Because just like all the people who
3:50:41shared their results throughout this
3:50:42entire presentation, they're inspiring
3:50:44you.
3:50:45And so you can be somebody else's
3:50:47inspiration and pay it forward. And I
3:50:48think that's
3:50:50the most fulfilling part
3:50:52of the whole thing. Money's great. It's
3:50:53awesome. I'm not going to pretend it's
3:50:54not. But money fixes money problems, but
3:50:56paying it forward makes you fulfilled.
3:50:59So, my friends, go out there and make it
3:51:00happen. I'll be here rooting for you.
3:51:02And I'll see you guys on the next one.
3:51:03Peace.

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