We made $7.3M+ and created 100s of creatives for top brands.

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If I lost my memory (from drinking too much vodka tonight),

These 7 tips would guide me:

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1. Understand Market Sophistication

As more drop-shippers enter the marketplace, your claims need to evolve.

Consider these 5 Stages of a claim:
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1. "Lose weight."
2. "Lose weight in 90 days."
3. "Lose weight in 90 days with fad diets."
4. "Join 1000s who've lost 20 lbs in 12 weeks with keto."
5. "An approach for a healthier, happier you."

The biggest mistake brands make is using Stage 1 claims when they should be at Stage 5.
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​2. Prioritize storytelling.

I surround myself with marketers who drive billions for D2C brands.

They all mention storytelling as a non-negotiable.

This is simply because humans have used storytelling for 1000s of years.

So, eCom brands should use creatives to start storytelling in their sales funnels.

99% of marketers overlook this, but 1 Funnel must tell 1 Story.

As simple as it is, it could change your business.
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​3. 80% of success depends on the Hook.

The hook is the first element people see or hear in your ads.

It needs to grab their attention immediately.

To do so, make sure your hook aligns with their awareness level.

Or else, you'll miss the mark.

Ogilvy, the founder of Advertising used to say:

"When you've written your headline, you've spent 80 cents out of your $1."
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​4. Customers react to different formats.

Some people react to videos such as:

- UGC
- Founder Ads,
- High-Production Ads
- In-Feed VSLs, etc.

While others prefer statics or memes.

- Press Features
- Comparisons
- Special Offers, etc.

Testing different formats helps you touch and resonate with a wider audience.
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​5. Focus on the target audience.

When making ads, it's vital to know everything about your audience.

Here are 6 customer research points we make sure to go through:

1- Target Demographic
2- Target Psychographic
3- Sex/ Energy
4- Persona
5- Belief systems
6- Cultural heritage

Once you know your audience, having them take action is child's play.
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​6. Track performance and A/B test regularly.

Data is your best friend in advertising.

Track KPIs such as:

- Click Throughs,
- Conversions,
- Thumb-stop Rate,
- Hold Rate,

to understand why people are watching, clicking, and purchasing from your ad.

Use this data to make educated guesses on what to A/B test and find winners to scale.

Small changes have the most significant impact.
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​7. Growth is a continuous process.​
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Iterate, learn and improve.

You will rarely strike gold on the first try.

The best ad creatives are the result of continuous learning and improvement.
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TL, DR:
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​1. Market research is key
2. Humans love a good story
3. Your Hook is 80% of your success.
4. Customers react to different formats.
5. Thoroughly research your audience.
6. Track performance and A/B test regularly.
7. Growth is a continuous process.

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Honestly, that could've been 7 different emails.

But giving it all I've got before hitting the town and losing my memory tonight.

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P.s. Just kidding, I'll be working all weekend ;).

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