🔬🧵What is a Winning Creative? 🧵🔬

ROAS shouldn't be your only target KPI...

CPMs are just a measurement of quality &/OR congruence

CTRs DO NOT determine CVR.

Alone, they don't help you understand what your creative is doing

but holistically...

they do tell a story. I spent the weekend diving deep with one of my partners

& discovered something pretty incredible.

We wanted to determine what truly made a video a WINNER in our account.

My dad hit me through a SHOP FAN

& kicked me off the stairs when i was 9.

He never apologized.

Anyways

Here are 6 PILLARS of Customer Research you must collect BEFORE you begin marketing.

Non negotiable.

God-tier copywriting awaits at the end of these 6 pillars.

🧵 The first pillar is

Speaking 'their' LANGUAGE.

You need to figure out how they speak.

An 18-year-old understands a different kind of slang than a 35-year-old, etc.

Where do you go to figure that out...?

High converting landing pages?

Here are my foundations and tips to get you rolling.

Things are always changing.

Feel free to get creative and evolve your game as you grow your business or your partners! Product Messaging Hierarchy:

1. UVP - Unique Value Prop - WHY, Who, What

2. Features/Benefits - How it works

3. CTA - Payoff $$$CHA-CHING$$$

4. Incentives

5. Complete Transaction

6. Post-Action Experience

High converting landing pages?

Here are my foundations and tips to get you rolling.

Things are always changing.

Feel free to get creative and evolve your game as you grow your business or your partners! Product Messaging Hierarchy:

1. UVP - Unique Value Prop - WHY, Who, What

2. Features/Benefits - How it works

3. CTA - Payoff $$$CHA-CHING$$$

4. Incentives

5. Complete Transaction

6. Post-Action Experience

5 ways Creative Strategists make DTC brands more profitable...

I focus on lowering customer acquisition costs through a blend of

copywriting + psychology +
human behavior + analytics
& conversion rate optimization

Here's how we help your brand make more $$$ with paid ads: Congruent Copywriting

Messaging strength hierarchy:

Guessing = Losing ❌
Copying Other Brands = Sub-par 🍋
Flipping Competition Ad Copy = Decent 🤥
Comment Research = Better 💪
Surveying Customers = Best 🥇

I don't make the rules - psychology does.

Research has layers 🧅...

Quick Copywriting thread:

5 Facebook Ad copy types I always experiment with.

I've had success with all of these formats.

Try them out yourself. Direct Response:

1 - 2 sentences.

Punchy - direct - correlative.

The imagery and body copy are congruent & the body copy acts as a headline of sorts since it's so short.

Psychology Lesson:

Action Bias – the need to take action over inaction.

It's the Paleolithic age

imagine you're around a small fire with two others when suddenly...

... a rustling in the bush nearby

Immediately you stand to face it, ready to fight for your life. Things have changed a lot in 40,000 years.

We don't need to respond to threats the same way we did millennia ago.

But in society, we still reward action over inaction.

New to UGC?

Use this thread as a crash course to understand the main elements of a viral video.

You'll retain clients longer AND

get larger deals once you understand these.

#UGC #ContentCreators
👇 Video Elements?

These are the pieces of a UGC video broken down into easy-to-use segments:

Hook
Scroll 🛑
Problem
Agitation
Product Intro/Solution
Authority
Celebrity
Feature
Benefit
Desire end result
Use Cases
Summary Problem
Summary Solution
Guarantees
Offers
CTA

🧵 Creative Strategy in 4 simple sections.

Ideation - Brief - Execution - Analysis

If you're a Copywriter

Media Buyer

Growth Strategist

or Freelancer

add some firepower to your skillset with this thread.

Example of a creative brief at the end of the thread. 🧵 Ideation:

Angle Creation + Marketing Psychology
docs.google.com/spreadsheets/d…

This SINGLE copywriting angle has banked more💰sales💰than any other in the world.

A thread about exploiting human curiosity
(MORALLY)

to get more clicks & increase conversions. 👇 In 1994 CMU professor George Loewenstein published an article called

The Psychology of Curiosity

From his studies, he revealed 3 things:

I've generated $12,658,557+ in the last 365 with my copywriting

I've got it down to a repeatable process that led us to 120,000+ purchases in the past year

If I get over 250 rts I will release my entire copywriting course to twitter for Free DAMN, Y'ALL ARE WILD! A MAN CAN'T GET NO SLEEP WITH ALL THESE DAMN RETWEETS!

I'm adding a couple final touches and a little bonus for you all as well!

Look for the course to drop on this thread today at 4PM PST!

Appreciate all the love!

Programming the human algorithm:

How understanding simple human heuristics

will take your landing pages from 💩💩💩
to generating serious 💰💰💰

🧵 A copywriting thread on Heuristic Psychology for better landers.🧵 Human beings use heuristics to make decisions quicker

In marketing, the better we understand these mental shortcuts the easier it is to improve the overall delivery of our offer

Leading people to take action on our Ads –> Landers –> PDPs –> Checkout Pages.

I wrote 1 ad in 20 minutes that made my client $60k in 17 days.

Here are 3 takeaways you can use in your copy today 🧵 1. Good ads don't take long to write. Simple scales.

A little qualitative research

+

basic marketing psych is all you need to write a hitter.

WARNING: Your Brand Is DYING A SLOW DEATH

Heres how to stay ahead of the competition in 2022.

🧵 Thread on turning your DTC brand into a New Client Acquisition powerhouse🧵 1. Creative sprints are a new take on TV campaigns.

Think campaigns like 'Got Milk' & 'Apple vs PC' but in a shorter timeframe and with a quicker cadence to testing.

Big agencies like TubeScience have been doing this for years.

The 🔑 is congruency.

Here’s a step-by-step process to turn any Feature into an Emotional Sell for ANY product you're selling.

You'll learn:
* How to make your best features fit any angle you're going after.
* How to use the same feature -> benefit combo with multiple angles.

//🧵 Motif 🧵// 1. List your top 4 features in order of emotional strength.

Let's say you're selling waterproof shoes.

Here are your features:

1. Dual-layered waterproof outer coating
2. Two way breathable knit
3. Machine Washable
4. Vegan Construction

Want to write your own CTR crushing, Thumbstopping, money printing Story Board Scripts like this one?

This took us two hours to shoot - cost us less than $600 to plan, produce and execute.

Here's our process on Narrative Scripts.

Let's go.

https://twitter.com/jordanrmenard/status/1494446761930379267

First off – make a copy of this: bit.ly/StoryBoardTemp

Begin with the Script portion

This is the life of your ad, you need to build the concept and character within the script

That sets you up for the

scene
visuals
audio/asmr
graphics/text

Let me show you the formula for the winning ad I wrote for last week. I'll try to make this a habit.

This SINGLE ad made my client over $20,000 in a WEEK.

Heres' the result: Here is the Formula:

Headline - The (Product) That Sold Out FIVE Times Last Season...

Description - Over 10,000 ★★★★★ Reviews! -Find out why

My copywriting process always begins with understanding my product, and my audience.

We utilize something called PAALS: Product ✔️
Audience ✔️
Ad/Angle
Landing Page
Media Buying Strategy

The checkmarks are where we begin.