Ever since I've narrowed my creative strategy work down to 2 personas and 3 core angles, I've noticed that it's been easier for me to go deeper + wider in the way I approach messaging. Ideas built on top of existing ideas and execution takes only a few minutes because I almost always begin with a static. Narrow it down and then go deeper + wider.

3.43% CTR and a near 2 ROAS when I started an ad with an AI UGC directly going for the camera stating what's the problem and who the ad is for. No replacement for clarity.

I had a call last night. Two creative strategists (including me) and the founder. We were discussing ad learnings and where to go next. In between all that, the founder hit us up with a very interesting ad comment on one of our ads that turned out to be an objection. Now we've decided to attack that objection in three different ways (one for each person) and we'll compare the ads once we're done. This internal competitiveness is a great way to discover fresh ways to attack existing messaging. Team work makes the ad work.

Your customers don't want you to sell them a product. They want you to sell them the idea of how their life will change for the better. That's why being clear, specific and relatable is so important and how creators beat traditional marketing writers by a mile. Don't think like a customer. Be them.

I manage creative strategy for a niche product. You know what the top angle is, that works with both statics and videos without breaking a sweat!? Dunking on the enemy. Showing why we're better. Expanding on the mechanism. in that exact order... The account is living in the solution aware state and I'm here for it.

Creative strategy is so dead that everyone wants to hire these ghosts that blow up accounts from the backend 🤷🏻‍♂️

If you want an angle that works to keep working, you don't just need more creative. You need a new perspective. And that usually comes from: →Putting that angle into fresh + trending formats →Introducing novel word/phrasing (mechanism) →New visual/copy-based hooks Learn the art of saying one thing a thousand ways, and you'll never be out of high-quality ad creative.

I once created a winning ad by swiping a trending format off a swipe file. Sounds easy, right? It was. Except my angle, persona, hook and awareness level were all tested + approved before it. It's only easy if you've done the groundwork. And sometimes, even then an ad will fail you. Do the necessary work and then focus on taking as many shots at the goal as you can. That's the way to win the ecom game.

Ad strategy is turning your customer's conversations into insights. Ad creativity is turning those insights into angles no one thought of before.

I'm all for researching your market + customer because that gives you new data to work with. But don't stop following art, music, reading or anything you truly enjoy doing. Because a saturated market doesn't benefit as much from new data as it does from a new perspective.

If @_groww wanted to hurt my feelings, this ad would do it 😭 (That's why I made it on my own) #specad

If you have nothing new to launch and only a couple of ads are carrying the account, the immediate answer isn't to lock yourself in a room and research for 3 days. It's actually to go inside the account, find the ads that are already winning, and extract every last bit of insight you can. Feed it to Claude, then go back and forth with it to create iterations that are rooted in data. Sometimes new just means a fresh perspective, not a novel idea.

Can't survey your customers just yet? Try this to nail your persona: 1. Go through Reddit feeds (prefer niche subreddits) 2. Ad comments on your competitor's ads 3. Three star Amazon reviews (the sweet spot of not being a fan or hater) 4. Google trends (the exact words people use to search) Do this manually and then feed it all to AI.

Client made an automation system to create iterations inside of Claude. One of my original static ads that was iterated upon just surpassed the original ad's spend last week. Wild to see barely any human was involved in the loop to create an ad that has generated $7k+ already. Exciting times!

I was writing a video ad script by myself, like a mad man and in the middle of it, I discovered a new way to approach the same angle. Not sure about you, but this rarely happens when I let AI write the full script for me. Lesson in there.

Solution aware ads messaging checklist: →Answer objections upfront →[Competitor] is the enemy positioning →Talk about why you're better + different →Give them a reason to say an instant yes (offer) →Weave a narrative around why previous products failed What would you add to this?

Spec ad for @bumble but no @Tesla was harmed here 😭

My favourite conspiracy theory is that you can just swipe winning ads and scale your account.

Your next winning angle is probably hidden in your winning ads' comments, but you are still searching for 5-year-old Reddit threads. Relevance is key.

Dussehra spec ad for @GovernmentIndia