Sebastian
234 posts


gpt image 2 is so good









she summed up what people are charging $250/month for in 15 seconds.


Daily reminder :





Most people testing creatives haven't actually defined what a concept is. A concept is just mental compression: grouping many things under one idea so you don't process from scratch every time. It's a cognitive shortcut that keeps useful info and ignores useless detail. For creative: a concept = a specific combo of key info. Creatives that share the same combo get grouped together. Everyone's got their own way of looking at this info. Let's call it their creative concept framework. I've talked about mine before but let's keep things as simple as possible. A concept breaks down into 4 high level aspects: - People aspect: who we're talking to (your specific persona/subpersona) - Offer aspect: things about your offer - Situation aspect: circumstances of those people (their exact problem/symptom, etc.) - Communication aspect: everything about your messaging and format (how do you communicate with them) Every variable you can test fits under one of these. So how to come up with net new concepts? New = different from what you've tested before. But not all changes are equal. Some variables have bigger impact than others. • Switching a high impact variable = more net new. • Switching a low impact variable = less net new. Example: going for a completely different persona is the biggest swing you can make. So when people say you gotta have your fundamentals down, they're pretty much talking about this shit.




