CJ

You’re never tired when you’re winning.

Marketers always harp on "How dumb the average American is” And yeah… The average American is pretty fucking stupid. BUT They CAN lock in when they want to. Doing their taxes every April... Setting up their fantasy football lineup every Sunday... Stuff like that. They just aren’t gonna do it for your mini VSL on Facebook. So here’s the actual problem, stated more accurately: THEY DONT GIVE A FUCK ABOUT YOUR AD Picture how you write your ads: Cold dark room. Blinds closed. Hoodie on. Noise canceling headphones. Binaural beats. All other tabs closed. Singular focus on your Claude chat and google doc. Meticulously re-reading every line. Versus how most people CONSUME your ads: Sitting on the toilet, mouth-breathing, scrolling BRAINROT, 3 ragebait political posts deep, thinking about picking up their kid from baseball practice THEY ARE NOT GOING TO TRY TO UNDERSTAND A SINGLE WORD YOU SAY They are not going to wait for you to get to the point. They are not going to wait for you to hedge your claim for compliance. And they definitely aren't going to use context clues and figure out what an "endocrine disruptor" is. So... YOU NEED TO WRITE IN CAVEMAN LANGUAGE 1. Your hook needs to lead with the STRONGEST angle possible. Max emotion and clarify in minimum words. Not: “Did you know certain chemicals in shampoo have shown increased risk of” Instead: “These 3 Things In Your Shampoo Are KILLING You” Don’t hedge your bets. 2. Use simple, emotionally changed words. Zero scientific jargon. "ROTTING" not "degrading" “STARVING” not “deficient.” "BROKE" not "dysfunctional" 3. Simplify all mechanisms into ONE cause and ONE effect. X --> causes Y NOT: A and B can cause C in some people and D in others... 4. All mechanisms should be something a 2nd grader could draw with crayons. “Heart goes limp and can’t pump” not “dilated cardiomyopathy" "Gut is full of holes and trash is leaking out" not "increased intestinal permeability." You are not writing an academic thesis. 5. Get to the point - make all your copy as concise as possible. I aim for 2000 characters or less for standard UGC/VO -- Yes - this is all kinda obvious. But so few people ACTUALLY execute this. Yes - if you have an IQ over 115 it’s painful to cut away the scientific rigor from your ads BUT A wise man once said: Ugly ads, pretty profit. If you're here to write poetry or academic papers, you chose the wrong profession.

The 5 words that spawned a top winning creative: (FORCE your creative strategists to do this) I work with a pet care co doing 7 figures a month on Meta. I wrote their current #3 ad in the account. And it came down to one bullet point. Let me explain. The difference between an ad worth launching and one that wastes everyone's time/money comes down to this: Can you label it in 5 words? Not naming the format or the angle. But the actual IDEA that every word of the ad relates to that makes it different from the 100 other creatives running. The bullet point for this winning ad was: - "Pet begging for help" ad. And that idea was unique from every other ad running. I write this bullet BEFORE I start writing as a diagnostic to see if the concept is even worth a first draft. Because here's what happens when you skip it: - Strategist writes a half-baked rehash of 3 ads already in the account. Sends to production anyway. - Editor spends 3 hours on it and burns through HeyGen credits - Revision round if needed - Media buyer downloads, logs in tracking sheet, launches - Spends 3X CPA, zero conversions, gets killed And the owner just personally funded every step of that. AI makes this worse. Strategists can now spin up endless "variations" of winners. Which is fine if that's explicitly the goal. But it's usually not. So why don't strategists do this? Well: - It requires thinking - It will kill a lot of easy ads - AI will do a shitty job if you try to outsource this step - It forces you to actually research NEW ideas that are untested Bottom line: If your strategist can't put a 5-word label on what they're writing, they're wasting your money.

@CEOLandshark Quantum leaps - any instances in your life/biz where things 10Xed or 100Xed seemingly out of nowhere, and what you think caused it, if anything.

I feel like writing more. Give me some ideas. Request a topic. No matter how big or small

Why are dumb looking brain rot animation ads ripping in every single vertical right now? (a theory) I’m working with a few brands doing 7 figs a month from meta and animations are PRINTING for us. (a few of which written by your boy ofc) A few things stand out: - the mechanism is SO intuitive. You can cut 90% of jargon and just show molecules doing what they do in the body. Simple, entertaining, visceral. - they work VERY well for animating things people have EMOTIONAL connections to that can’t talk (ie, their organs, their pets, their plants, et cetera) - it adds creative diversity (not that that’s specific to animations) but obviously meta likes seeing new things - the economics of it only just now work. Before you had to have a team of cracked editors to do frame-by-frame. Now you fire up higgs field and cook up in 20 mins Biggest issue right now isn’t actually script/copy imo (for me, personally at least) - it’s really getting consistent QUALITY output that doesn’t take 3 revisions rounds with editors at scale. anyways. back to my google doc.

@noxecomm Stage 5 sophistication techniques ie identification with brand

For all of you who’ve read Breakthrough Advertising. Which do you think is the most important technique of Breakthrough Copy? I’ll go first. I believe it to be Gradualization. If you haven’t read the book. Go read it. And come back to this post.

@watchesofespion G shocks have bluetooth now if I'm not mistaken.

US Army redacting watches? We’re seeing official DoD photos blur them, likely due to CI risks from smartwatch data (GPS, health metrics, comms). Good practice, or you could just wear a normal watch. You can’t hack a Seiko.

Q2 to do list: - sign another 8 figure co - get a GMT diver - Google docs maxx - book one way flight to Marbella for summer

@ZedNilm1 These ads are printing for us rn. Biggest lever mover here (IMO) is how intuitive they make the mechanism. You can eliminate 90% of jargon and just show a tooth rotting and it just makes sense lol

$95k+/month products are being pushed with creatives like this a cartoon tooth getting attacked from the inside looks chaotic almost uncomfortable but you understand the problem instantly that’s the whole advantage no long copy no complex explanation just a visual that hits in the first second pain → cause → urgency these animated ai ads are working because they make it obvious you can’t “see” enamel damage normally here you feel it immediately and once the problem is clear the solution becomes easy to sell this is why these formats are scaling fast right now i mapped out exactly how to build them step by step rt + comment “enamel” and i’ll send it (follow for dm)

@C_Shelefontiuk @laytonws2 These are doing VERY well for us right now... infinite possibilities tbh

@laytonws2 These crushing as ads?

Need an editor who can crank out Pixar-style cartoon ads for Facebook. Animated characters, real dialogue, emotional hooks. If you've made anything that looks like a Pixar short but for a brand — send it. Paid, ongoing.

@niakjaw Review prev 48 hr account data + recent comments on top ads

What's the #1 daily habit YOU SHOULD DO as creative strategist?

@thedeoncardoza @claudeai playbook

I spent only $10 in credits to recreate the @claudeai "ChatGPT diss” Super Bowl ad in a few hours using AI. I’m giving away the entire AI playbook for free, showing you exactly how to make your first AI ad. (with full video prompts). Comment “Playbook” & I’ll DM it to you.

@ecommmoose @chuckiegregory Link

Did a pod with Primal Queen co-founder @chuckiegregory We went 1.5 hours deep on: • The rise of Primal Queen • Subscriptions • Creatives • Exits • & everything in between $0 → $100M+. If you’re in ecom, this is a must watch. Like + RT + comment “LINK” and I’ll DM it.

@livefastgetpaid Billion Dollar Whale and American Kingpin are bangers. Anything on Onassis is solid too.

Some bangers I finished in the last weeks. Reading the story of Viktor Bout, Calouste Gulbenkian and Adnan Khashoggi now. Type of books that will get you moving differently and stop you from being a gay faggot. If you got anything similar share it

@BasedBiohacker you're never tired when you're winning

there's an annoying paradox in business and life that i think is responsible for 90% of people giving up too early confidence comes from achievement, and discipline comes from confidence, so before you have any wins under your belt the discipline is 10x more difficult than it is after it's easy to remain disciplined when you KNOW it's going to lead to results. it's very difficult when you're battling the demons of uncertainty at the same time if you can brute force the initial discipline (this might be years for some) and get those first major wins in the bag, get a good feedback loop going, you'll win 10/10 times.

@BasedBiohacker Well deserved

20k! took almost exactly a month since hitting 10k. feeling very grateful for the community we've built out and for getting to share this passion with so many ambitious and curious people. running this page is a huge passion project of mine, and there's no feeling like reading messages about how our approach to cognitive enhancement breaks through barriers and changes lives. that being said, since i raffled out $200 in BTC when i hit 10k, it's only fair we double it up now that we hit 20k. comment something and like this post and i'll run it back here on monday the 19th and quote tweet the winning comment and send out $400 in bitcoin to a lucky someone to build out a beautiful fucking stack with! thank you for 20k! 🥳

It was Ellison who said "I had all the disadvantages necessary for success" and unfortunately that is a bar.