Most teams only analyze winning ads. That’s half the job. If you don’t study what didn’t work, you’ll just keep repeating the same mistakes in new ways. Sometimes the ad fails, not the concept. That’s how you find new ways to bring a good idea back to life. Losing ads are

Most brands have an average product. Great brands start with something people can’t shut up about. A product so good it spreads without ads. Word of mouth isn’t just free acquisition. It’s higher-quality acquisition. People who buy through a friend’s recommendation stick around

Tabloids know how to make people care fast. I studied NYT Wirecutter headlines a while back and built a system around it, headlines that combined curiosity + credibility + problem framing (perfect for unaware/problem aware headlines) Even long headlines worked because they

People really underestimate the power of just being vocal. The moment you start speaking up and being yourself, things shift. Since the initial post on X: - Contract designer for 2 major DTC agencies (you definitely know them) - Brand strategist for one of the biggest agencies

Hustle/grind culture is the fastest way to destroy your body. For most of last year, I barely stepped outside. Barely had a social life. All I did was work. Sleep got worse, strength stalled and a decline in clarity and memory. And that was just a few; all of it compounded over

Doubling down on this based on the assets we’re creating for 7 to 9 figure brands: If you create variations, you will target the same audience. They will still spend and scale until performance dips from overexposure (same audience seeing the same or similar creative too often)

Updates since shifting to intentional focus: - Shut down 2 in house brands to focus on building brands I actually enjoy. - Static ad agency working with select 7 to 9 figure brands crossed 10k plus months. - Doubling down on the agency and expanding into video, motion, and

ecommerce

I was planning to test Mars Men out so that I can create some static ads and pitch it to them. Do you think it's a good idea?

// static ads - unused work

Not that anyone gives a shit But he is one of the best in the creative space. Take your chances.

$178k spent on one ad alone, 3,550 purchases. People keep sleeping on statics. Sometimes the simplest creative wins. The team (just me) just keeps cooking and I don't see it stopping anytime soon. If you're not testing statics alongside your video you're leaving money on the

To add to this, specificity works best when matched to awareness stage. At TOF your audience doesn't know they have "GERD" yet, they just know their chest burns after eating. So ideally, if you are targeting the whole awareness funnel (which you should), you will be testing

Coming up with a new title shortly within the agency.

"Claude by itself does not produce the greatest copy. Not even close. But in the hands of someone who is extremely skilled and knows what great copy actually looks like? It becomes a force multiplier that is hard to comprehend." this is exactly right. claude on it's own

If you’re so good at chat gpt images then why aren’t you rich ?

Do I use AI? Yes. For research, references, and a lot for images. But I don’t use it to write copy. I use it to think. Then I write. Because writers aren’t typists. They solve problems. They connect dots. If AI writes, it also thinks. And thinking is the real job. Let that go

Doubling down on messaging, storytelling and organic content.

How I'm currently testing and scaling concepts for 5-6 figure brands -> Step 1: Identify 2 big TAMs and 1 underrated TAM (an underserved starving market) -> Step 2: Identify pain points of audience which is directly resolved by the product. > Step 3: Launch product only ads

Message is the most important thing. In a world where anyone can pump 100 images a day, copy is showing itself to be the key variable across ads. No, you can't pump 100 headlines a day with claude, not if you don't understand DR principles in the first place.