creative strategist scaling brands past $1M/month
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if you want your creatives to do nothing but print money you needa understand these 3 pillars.
every winning ad follows these structure.
- the visual hook
this is what pulls the viewer in, what they see before clicking on the ad,
this kinda works like a youtube thumbnail, the thumbnail is the first thing a viewer sees before they decide to read the title then click.
in most cases the visual does most of the job. the goal of the visual hook is to stop the scroll and get someone to click on the ad.
- the text hook aka on-screen text
this is a killer if you're targeting unaware audiences because it preys on curiosity and makes them wanna click to see what the ad is about.
a rule of thumb when creating this is to ensure it gives very little context to what the ad is about.
here's what i mean:
- the onscreen text is the trailer/teaser
- the video (full ad) is the movie
to make people interested in binging on the movie what do you do?
you release a banger teaser/trailer that makes them so invested they wanna see the movie to the end.
reaction tiktoks (like the one in the image) are killers when it comes to this type of stuff.
- the voiceover hook
what they hear after clicking on the ad. this time they either wait and watch till the end or exit and scroll past.
your job here is retention. if what you say cannot get them to continue watching you'll end up with a declining hold rate.
therefore no one would purchase from you since they didn't watch till the end to see how your product would be beneficial to them.
all these have to work in harmony for you to see results else the ad will flop.
however the onscreen text hook is not compulsory as it's used for unaware audiences in most cases because it feeds on their curiosity and gets them to view the ad since it's an open loop or should I say it works like an open loop.
do what you will with this information.
if you're finding it difficult to understand the kind of content that your avatar consumes, and possibly other things related to them like their objections and some other things, let me put you onto some real game real quick.
the term here is INFLUENCERS.
now, i'm going to use an industry that's pretty much very popularized because, i'm a genius marketer and yes, i can use that.
imma be using info products.
let's say i'm selling info products, maybe to business owners.
i'll try to identify the top 5 influencers when it comes to business content.
~ who are the top 5 influencers?
we have people like alex hormozi.
grant cardone. codie sanchez. simon squibbs, and the likes.
once i've identified those influencers, i'll go to their content, mostly their top-performing posts, then look at the comments.
~ who are the kind of people commenting on their posts?
~ what are these people saying?
~ what questions are they asking?
aside from that, i'll also look at what type of content is performing the most for them.
what kind of content are these people creating that's performing the most?
because that's definitely what their audience is consuming the most.
so now all i need to do is reverse engineer those pieces of content and then post them to that audience.
another great example would be if i'm trying to sell a clothing product.
i'll go and look for the top influencers when it comes to clothing.
then i'll look at the kind of content they're creating and their top performers.
how to style your outfits, GRWM, summer fits inspo and more.
i'll just reverse engineer those top performers from their content and then use that to create my ads,
because those are the kinds of content people interested in that niche or product are actually consuming.
it's a literal CHEAT CODE.
this is not rocket science.
even cooler thing is that you could set up some ai agent like grokbot to automate this for you.
so all you need to do is go through them yourself and then move on from there.
happy scaling.
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a lot of your top performers will come from swiping.
there’s no new idea under the sun, don’t let anyone deceive you with net new concepts bullshit.
dawg follow what works, learn to recognize patterns.
- high stakes
- hook stacks
- storytelling and more
all the little nuances that makes an ad successful.
there’s a difference between swiping and rippin word for word.
don’t mix em up.
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Suleiman retweeted
we literally making movies to paid media now thanks to ai
what a time to be alive man
if you’re not into paid media, you’re ngmi
Suleiman retweeted
don’t just jump on formats cause they trendy brother.
ya GoTTa DiAl the ReSeArCh in bro.
the reason why those suno songs work for boomers in the US is obvious
- they been consuming animations for ages now
- they been sticking ai slop too
- they love country music
some genius decided to use that same medium to market to them and boom!
natives perform cause Americans read facebook posts alot, you see posts with pics all over FB and now X.
that doesn’t mean it’s gonna work for other markets.
a rule of thumb here is to understand the kinda content these people consume then make your ads look like those content.
easy cheat code that birthed famous formats we got ripping for brands today.
it’s not rocket science dawg.
Suleiman retweeted
i remember back in early days when i ai wasn’t a big thing.
my colleagues clowned me for using ai to speed up my workflow.
they still working the same job btw
i don grown pass them gay ass niggas
fuck it, we ball
Suleiman retweeted
all right bro, let me put you onto something that's going to make your life so much easier.
you said your video ads are boring, and then you need to sell to [unclear].
so let me give you the ultimate sauce.
1. natives
one of the most important things you need to understand when it comes to your natives is that the hook is the most important part.
when writing your hooks for natives, you need to find a way to grab attention.
the hook does not need to relate directly to the product. that's one of the reasons behind the hook.
because natives are mostly kind of unaware.
the relatability score should be minimal. not so minimal that it actually loses direction.
imagine you're selling a weight loss supplement, for instance, and you're using a hook that would only work for tech people.
that's a huge disconnect. it's not going to work.
but if you use something related to weight loss while still being completely unrelated to the product, i think that's worth it.
so that's one of the things to keep in mind.
there are also different types of native ads. native ad structures are completely different.
i have a guide (link in comments).
most native ads follow pretty much the same structure:
high-stakes hook → original story → failed solutions → unique mechanism of the problem → unique mechanism of the solution → objection handling → call to action.
that's pretty much how the structure works.
you can chip in depending on the kind of native you're going for. you could add other areas, like a timeline of how the product actually works, what they're going to get, or other things like that.
2. video ads
the reason why your video ads feel very boring is because you're not really dialing into your research.
whenever you're doing your research, try as much as possible to get away from AI.
AI pulling some random Reddit threads or random research data isn't going to make you know more about your customer.
AI can never know more about your customer than you.
so I would skip that.
@KevinCreatives_ dropped a banger video on how to do market research. go through that video and see how he thinks and how he does manual research.
that's pretty much how most great creative strategists do their research.
one of the things you need to get out of your research is understanding the core desires.
desires are completely different.
there's sexual desire, there's desire related to safety, and so many other things.
you need to identify the core desire your customer is looking for.
the deeper desire behind why they want something.
some people might want to buy a weight loss supplement because being fit is a way for them to show up for their family.
that's a deeper desire than just losing weight so they can post for the gram.
that's the deeper desire you need to find.
once you have that deeper desire nailed down, the next thing is making your copy simple.
think of it like a grandma reading your copy or watching your video ad.
would she understand it?
you could also use a 5-year-old as the test.
if a 5-year-old is reading the script, will they be able to understand it?
there are definitely nuances depending on the complexity of the product, but you need to find a way to make sure your ads are as simple as possible.
because if you look at it closely, a lot of people in the world are NPCs.
a lot of people are, I should say, relatively dumb.
so you need to find a way to dumb things down.
kind of like monkey language. monkey see, monkey do.
people need things simplified for them.
not everybody is as smart as you think.
your customers aren't that smart, so you need to find a way to dumb things down and make them very, very easy to understand.
another thing is that whenever you're writing copy, try to add as many analogies as possible.
if you're trying to handle a price objection, for example, you could say:
“this is the same price as a cup of coffee/starbucks.”
using those analogies and metaphors creates some sort of familiarity in their head because people already have a way they normally view certain things.
let's say you want to explain something heavy.
an analogy for heavy could be saying someone is “as heavy as a whale/truck.”
that actually creates a visual in their head.
that's kind of the idea.
you need to find a way to put visual cues and visual metaphors into your copy so that when people are reading it or watching your video ad, they can actually see visuals in their head.
that makes it much easier to comprehend, and they're more likely to understand and potentially purchase your product from there.
so that's kind of my 2 cents on how you could dumb things down and ultimately get better.
definitely hope this helps.
the guide I have on native ads is pretty lengthy, so take your time to read & digest it.
cheers, happy scaling.
i remember back in early days when i ai wasn’t a big thing.
my colleagues clowned me for using ai to speed up my workflow.
they still working the same job btw
i don grown pass them gay ass niggas
fuck it, we ball
don’t just jump on formats cause they trendy brother.
ya GoTTa DiAl the ReSeArCh in bro.
the reason why those suno songs work for boomers in the US is obvious
- they been consuming animations for ages now
- they been sticking ai slop too
- they love country music
some genius decided to use that same medium to market to them and boom!
natives perform cause Americans read facebook posts alot, you see posts with pics all over FB and now X.
that doesn’t mean it’s gonna work for other markets.
a rule of thumb here is to understand the kinda content these people consume then make your ads look like those content.
easy cheat code that birthed famous formats we got ripping for brands today.
it’s not rocket science dawg.
Suleiman retweeted
sorry for your loss bro but all i see is native ad inspo, game is game.
I lost my brother-in-law to suicide today.
My sister asked me to pick up her two boys from school because she was too wrecked to drive. I knew they’d wonder why I was picking them up in the middle of the school day, and I had a 30-minute drive home to get through with them.
On my way there, I prayed hard for the strength to keep it together and for the right words if they started asking questions.
I stopped at the middle school for the youngest before heading to the high school for his older brother. When he climbed into the front seat of my car, he pulled out his phone and read a text from his dad out loud. His dad had told him that he was sorry for the mistakes he’d made and to remember how much he loved him.
My little nephew had no idea he was reading his dad’s final goodbye, but I did.
It took everything in me to hold it together right then. I knew what I was taking him home to and what my sister was about to have to tell him and his brother.
I sat next to them on the couch when she told them the news. The grief that followed felt like watching a heavy bone china bowl fall in slow motion and shatter into a million pieces in the middle of the room. There was no fixing it. I wanted so badly to say something that would make it hurt a little less. All I could do was sit there with them.
It was a gut-wrenching day.
we literally making movies to paid media now thanks to ai
what a time to be alive man
if you’re not into paid media, you’re ngmi
all right bro, let me put you onto something that's going to make your life so much easier.
you said your video ads are boring, and then you need to sell to [unclear].
so let me give you the ultimate sauce.
1. natives
one of the most important things you need to understand when it comes to your natives is that the hook is the most important part.
when writing your hooks for natives, you need to find a way to grab attention.
the hook does not need to relate directly to the product. that's one of the reasons behind the hook.
because natives are mostly kind of unaware.
the relatability score should be minimal. not so minimal that it actually loses direction.
imagine you're selling a weight loss supplement, for instance, and you're using a hook that would only work for tech people.
that's a huge disconnect. it's not going to work.
but if you use something related to weight loss while still being completely unrelated to the product, i think that's worth it.
so that's one of the things to keep in mind.
there are also different types of native ads. native ad structures are completely different.
i have a guide (link in comments).
most native ads follow pretty much the same structure:
high-stakes hook → original story → failed solutions → unique mechanism of the problem → unique mechanism of the solution → objection handling → call to action.
that's pretty much how the structure works.
you can chip in depending on the kind of native you're going for. you could add other areas, like a timeline of how the product actually works, what they're going to get, or other things like that.
2. video ads
the reason why your video ads feel very boring is because you're not really dialing into your research.
whenever you're doing your research, try as much as possible to get away from AI.
AI pulling some random Reddit threads or random research data isn't going to make you know more about your customer.
AI can never know more about your customer than you.
so I would skip that.
@KevinCreatives_ dropped a banger video on how to do market research. go through that video and see how he thinks and how he does manual research.
that's pretty much how most great creative strategists do their research.
one of the things you need to get out of your research is understanding the core desires.
desires are completely different.
there's sexual desire, there's desire related to safety, and so many other things.
you need to identify the core desire your customer is looking for.
the deeper desire behind why they want something.
some people might want to buy a weight loss supplement because being fit is a way for them to show up for their family.
that's a deeper desire than just losing weight so they can post for the gram.
that's the deeper desire you need to find.
once you have that deeper desire nailed down, the next thing is making your copy simple.
think of it like a grandma reading your copy or watching your video ad.
would she understand it?
you could also use a 5-year-old as the test.
if a 5-year-old is reading the script, will they be able to understand it?
there are definitely nuances depending on the complexity of the product, but you need to find a way to make sure your ads are as simple as possible.
because if you look at it closely, a lot of people in the world are NPCs.
a lot of people are, I should say, relatively dumb.
so you need to find a way to dumb things down.
kind of like monkey language. monkey see, monkey do.
people need things simplified for them.
not everybody is as smart as you think.
your customers aren't that smart, so you need to find a way to dumb things down and make them very, very easy to understand.
another thing is that whenever you're writing copy, try to add as many analogies as possible.
if you're trying to handle a price objection, for example, you could say:
“this is the same price as a cup of coffee/starbucks.”
using those analogies and metaphors creates some sort of familiarity in their head because people already have a way they normally view certain things.
let's say you want to explain something heavy.
an analogy for heavy could be saying someone is “as heavy as a whale/truck.”
that actually creates a visual in their head.
that's kind of the idea.
you need to find a way to put visual cues and visual metaphors into your copy so that when people are reading it or watching your video ad, they can actually see visuals in their head.
that makes it much easier to comprehend, and they're more likely to understand and potentially purchase your product from there.
so that's kind of my 2 cents on how you could dumb things down and ultimately get better.
definitely hope this helps.
the guide I have on native ads is pretty lengthy, so take your time to read & digest it.
cheers, happy scaling.
here’s the nature ad guide dawg, rip 100k day outta that mf:
docs.google.com/document/d/1…
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bro X is legit the best place to find banger native ad hook/stories/ideas.
lock in!!
might make a video on this
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