When I onboard a client I make my own brain dump 🧠💩

And I go deep!

Problem: It’s very time-consuming…
…but if you want to level up in 2022 this is a must.

You need to know the product, offer, and target audience inside out.

This is my flow👇

Very in-depth 🧵
I have my own content questionnaire where I get a lot of very interesting information very quickly.

Some of the questions:
What is your elevator pitch?
Your target personas? Their pain points, desires.
Primary/secondary problems.
How do they FEEL about these pain points?
Then I go through their website and internet research
👉Product page
👉Our story page (very important so you can understand the brand even more)
👉Amazon reviews of the product or competitor
👉Reddit analysis of the deep pain points
Then I look at the client FB ads manager and Tiktok ads manager.

This is my advantage as I am also a media buyer for over 6 years and I know how to look at the data.
I look into:

Hooks ratios
Hook content
Script structure of the best ads

And much more
Then I have an excel sheet where I make notes about:
👉Pain points
👉Deep emotions
👉Bad alternatives
👉Creative styles
👉Hook ideas
👉Other visuals
Once I gather all the information I prepare a creative strategy.
It’s a ton of ideas. For at least 6 months

The creative strategy involves:
👉Psychological triggers, deadly sins, secondary wants
👉Creative styles
👉Iteration ideas

Then I reach out to my creator for my AGC (actor-generated content).

I brainstorm on the visual ideas (from hooks to education, details, how to use the product, benefits, pain points…)

Then I narrow down all the ideas to my first ideas for the first month.

Then I finish my scripts and give my creators a detailed script with 3 hooks.

I also make content in my studio with models (my wife is a videographer - lucky me).

To finish this thread👇
Yes, I go deep.

The first month is a ton of work for my client. Especially with the research aka brain dump.

But this is how I work and quality is my only way!

My creative strategy has plan B, plan C, plan D…

Prepare, test, analyze, learn, iterate, scale🚀

• • •

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More from @anzedetn

13 Dec 21
"Hook mission" - part 3

I split the hook into 3 segments:
👉Main headline

Let's dive into every segment🤓

Another 🧵
1/3 - Visuals

The most important part of the hook. People consume so much more information through visuals than reading.
Best visual examples:
👉Product in use
👉Reaction/facial expression
👉Point out the pain point
👉Showcase the benefit

[read more]👇
2/3 - Main headline

Lately, I test between two different styles:
👉White banner style where the white background can fit seamlessly in IG newsfeed
👉Native look caption design

I have my own library of headlines that I update weekly.
Here are some examples👇
Read 6 tweets
10 Dec 21
Quick creative analysis of one of my favorite brands Waterdop🔥
They have a heavy focus on UGC (sorry AGC @herrmanndigital 🤣)

You will see some interesting elements and patterns.

Let's dive in👇👇
Thumbnail analysis:
👉Face. It always grabs attention.
👉"Ask Me!" Headline - It's native and it points out one of the BIG problems of the target audience
👉They show the product
👉Subtitles point out the same problem
Hook analysis👇

They start with the talking head but immediately switch to "how to" use a product and then they switch back to the model.

They point out the problem and EASY transition to the solution.
I like how they point out that this solution is easy.
Read 6 tweets
7 Dec 21
I get a lot of DMs on how I write scripts. So here is my template & this is how I work👇

👉First I work on the voice-over segment which sets the tone for a whole video
👉Then I support that voice with various visuals. I'm trying to have at least 3 camera angles

[read more]👇
👉Captions are sometimes just keywords or full subtitles. Sometimes "native" sometimes "on brand"
👉Then I include feelings. This is for a content creator. This video is pretty happy so it's really straightforward

[there is more]👇
Most of the b-roll footage is done in my studio but sometimes I want my creator to try something unique.

I shoot my ideas where I position the camera as I want it and send them examples.

Then I screen-record myself and send my ideas to the creator.

[to sum up]👇
Read 4 tweets
15 Nov 21
Creative is your targeting. And gives you SCALE.

But what does that mean?

Let me explain...

People respond differently to different motivations, messages.

Here are 6 ways how you can SCALE through creatives👇
[no 5 is my favourite!!]

Short 🧵
Make different creative styles. Not just UGC vs Explainer ad but also:

👉Image ads
👉Long form videos
👉Short form videos [boomerangs, quick animations]

FB knows who buys through image ads or through UGC video.
And algo will deliver that way

Next is...👇
Different angles. Different motivators.

It can be some value prop.

It can be FOMO.

It can be a special offer.

It can be some emotion.

It can be social proof.

[read more]👇
Read 8 tweets
14 Sep 21
I am overlooking 35 accounts right now and I analyzed the best hooks [stop scrollers] in the last 30 days💪👇

No5 is really interesting 🙂

Hook 1: 52.24%

Product: Ergonomic chair
Visual: A model sitting on a chair and adjusting it
Camera angle: Directly in front of the camera. Office in the background
The main headline in the first frame: The office chair redefined!
Angle: Clear product explanation
Hook 2: 61.09%

Product: Ergonomic chair
Visual: A model is holding his lower back and he is in pain
Camera angle: Directly in front of the camera. Sitting behind the office desk.
The main headline in the first frame: How to fight lower back issues?
Angle: Lower back problems
Read 8 tweets
27 May 21
Creative strategy is a must for every brand.

Online or offline.

This is going to be a long thread but I hope I can give you some value in how I do it.

This is my approach: 👇👇
1. Deep research.

The goal is to understand your target persona’s desires, needs, values, and problems.

Look at the competitors, amazon testimonials, Reddit comments, website, get info from your client.
2. Once you get that 360 views of your brand and your target personas.

Then you need to connect this learning with psychology triggers.

Look at life force 8 and Maslow's hierarchy of needs.

Here is the example:
Read 15 tweets

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