Cancel me if you want but…
Ad creatives don’t matter if the DESIRE is wrong.
This is the only breakdown you’ll ever need to understand why desire is the #1 driver of $30K/day ad accounts 🧵
Ad creatives don’t matter if the DESIRE is wrong.
This is the only breakdown you’ll ever need to understand why desire is the #1 driver of $30K/day ad accounts 🧵
Back in 2020, I was running ads for a little brand selling metal wall art.
We were stuck at $500–$1,000/day.
Why?
Because the ads screamed: “This looks good on your wall.”
Guess how many people wake up thinking, “I need something new for my wall”?
Exactly. Almost none.
We were stuck at $500–$1,000/day.
Why?
Because the ads screamed: “This looks good on your wall.”
Guess how many people wake up thinking, “I need something new for my wall”?
Exactly. Almost none.
Then I reframed the ad around desire.
We filmed a husband buying the piece → giving it to his wife → wife tearing up with excitement.
Headline:
“The perfect gift for your sweetheart.”
Suddenly it wasn’t wall art.
It was love, surprise, thoughtfulness, validation.
We filmed a husband buying the piece → giving it to his wife → wife tearing up with excitement.
Headline:
“The perfect gift for your sweetheart.”
Suddenly it wasn’t wall art.
It was love, surprise, thoughtfulness, validation.
That one change exploded sales.
From $1K/day → $10K/day.
Same product.
Same funnel.
Only difference?
We anchored the offer to a desire people actually cared about.
From $1K/day → $10K/day.
Same product.
Same funnel.
Only difference?
We anchored the offer to a desire people actually cared about.
We’ve since seen this pattern hundreds of times:
• Ad that calls out a real desire → $185,000 spend
• Ad that doesn’t → $107 spend
• Another? Desire-based angle did $53,000. Generic one did $396.
The difference isn’t the algorithm.
It’s whether people give a sh*t.
• Ad that calls out a real desire → $185,000 spend
• Ad that doesn’t → $107 spend
• Another? Desire-based angle did $53,000. Generic one did $396.
The difference isn’t the algorithm.
It’s whether people give a sh*t.
Nobody’s gonna tells you this but,
Desires come in sizes.
• “I want a unique wall decoration” = tiny market.
• “I want the perfect gift for my partner” = massive market.
One scales to $500/day.
The other scales to $10K/day.
Desires come in sizes.
• “I want a unique wall decoration” = tiny market.
• “I want the perfect gift for my partner” = massive market.
One scales to $500/day.
The other scales to $10K/day.
Desire also shifts with time.
Example: kids’ gifts.
All year long = $30K/month.
Come October → $300K.
Come November → $3.5M.
Come December → $2.5M in just 15 days.
Then January hits → $10K/month.
Nothing broke. Desire just changed.
Example: kids’ gifts.
All year long = $30K/month.
Come October → $300K.
Come November → $3.5M.
Come December → $2.5M in just 15 days.
Then January hits → $10K/month.
Nothing broke. Desire just changed.
This is why brands crash after one hot streak.
They think, “we need new creatives.”
No.
You need a new desire.
Desire is the foundation.
Creatives are just the wrappers.
They think, “we need new creatives.”
No.
You need a new desire.
Desire is the foundation.
Creatives are just the wrappers.
How to find winning desires:
1/ Google Trends: search which benefits are actually in demand.
2/ Customer language: what people say they want, not what you think they need.
3/ Seasonal patterns: tie into holidays, gifting, or cultural spikes.
Desire is data, not guesswork.
1/ Google Trends: search which benefits are actually in demand.
2/ Customer language: what people say they want, not what you think they need.
3/ Seasonal patterns: tie into holidays, gifting, or cultural spikes.
Desire is data, not guesswork.
Example: Celsius.
The can lists 10 benefits: energy, focus, fat-burning, metabolism, sugar-free, etc.
But only 2 actually matter.
→ Energy
→ Focus
That’s what buyers care about. That’s what they say out loud.
So ads that lean into energy outperform every other angle.
The can lists 10 benefits: energy, focus, fat-burning, metabolism, sugar-free, etc.
But only 2 actually matter.
→ Energy
→ Focus
That’s what buyers care about. That’s what they say out loud.
So ads that lean into energy outperform every other angle.
Stop obsessing over hacks.
Scaling isn’t about “dup campaigns” or “bid caps.”
It’s about DESIRE.
Find what people actually give a sh*t about → tie your product to it → show them the outcome.
That’s how you hit $30K days. Period.
Scaling isn’t about “dup campaigns” or “bid caps.”
It’s about DESIRE.
Find what people actually give a sh*t about → tie your product to it → show them the outcome.
That’s how you hit $30K days. Period.
This is exactly what we do inside my Inner Circle:
→ We rip apart your ads, offers, and landing pages
→ We find your “new mechanism” that separates you from the crowd
→ And we build the system that takes you from stuck at $50K/month to scaling past $200K+
If you’re at $10K+/month and want me + my team inside your business every week…
DM me “CIRCLE” and my student success manager Daniel will see if you’re a fit.
→ We rip apart your ads, offers, and landing pages
→ We find your “new mechanism” that separates you from the crowd
→ And we build the system that takes you from stuck at $50K/month to scaling past $200K+
If you’re at $10K+/month and want me + my team inside your business every week…
DM me “CIRCLE” and my student success manager Daniel will see if you’re a fit.
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