jocreatives l Creative strategy

Stage 5: Prospect Identification Hook: "What nobody tells you when you've tried 10 diets and nothing worked" The market is SO saturated, people don't believe ANY claims. So you identify with their frustration. You acknowledge they've tried everything. Then introduce your mechanism. This opens up crowded markets.

Stage 4: Exaggerate the Mechanism Hook: "How a dead metabolism became a 6-pack in 12 weeks using a gut-reset so specific it tells you exactly what to eat, when, and in what order" You take Stage 3's mechanism and make it MORE specific. → More tangible → More believable → More detailed This is where most winning ads live.

Stage 3: New Mechanism Hook: "Why most people can't lose weight (and the gut-reset protocol that finally makes it work)" You introduce a NEW way to achieve the result. Not "lose weight." But "gut-reset protocol." New mechanism = new novelty = dopamine fires. The desire stays the same. The HOW changes.

Stage 2: Exaggerate the Claim Hook: "How to lose 30 lbs in 90 days" The market's seen Stage 1. So you make the claim BIGGER. Focus on the benefit of the product. Example: → Stage 1: "Lose weight" → Stage 2: "Lose 30 lbs in 90 days" This works until everyone copies you.

Stage 1: First to Market (Basic Claim) Hook: "How to lose weight" You're the FIRST person talking about this. Nobody's seen it before. A basic claim works. But the second 10 other brands say the same thing? You're invisible. Time to move to Stage 2.

The 5 Stages of Market Sophistication: Your market evolves through 5 stages. Most people write Stage 1 hooks in a Stage 4 market. Then wonder why CPMs are $90 and CTR is 0.3%. Here's the breakdown: Stage 1 → Basic claim Stage 2 → Exaggerate claim Stage 3 → New mechanism Stage 4 → Exaggerate mechanism Stage 5 → Prospect identification

Do you want to make ads that actually perform? Here are the 3 major reasons this isn't happening yet Reason number 3 will shock you lol Reason number 1 - The visuals are trash There's no need for fancy stuff but your customers need clarity The b-roll needs to translate visually what's being said If it doesn't they've already scrolled past Reason 2 - Your copy is trash If your script looks more like a college assignment than a sales script you've already lost them Don't overcomplicate Make it simple and understandable Get your point across Reason number 3 - You didn't scroll on social media enough Yes, you heard that right lol If you haven't spent hours reading Reddit convos watching TikTok videos in your niche or seeing reviews on Amazon how the hell do you expect to understand your market and avatar? NGMI

Everyone knows how devastating it is to check your campaign and see that nothing is working But only a few actually decide to take accountability for it And that's the key differentiator between scaling your brand or letting it die Everyone makes ads that perform like shit But only a few improve and learn from it Be part of the few high-performing ones

Stop coping. Start working. Stop crying. Start dealing with things like a man. Stop waiting. Start acting.

To succeed in ecom you need 3 things: Strong mindset Knowledge Knowing how to apply the knowledge you have Simple as that. Once you master these 3, you'll see your bank account getting really fat.

Creative strategy is the perfect marriage of your brain's left and right hemispheres Even the name reflects this duality Creative - the right hemisphere Strategy - the logical left hemisphere That's why you can't neglect either side if you want to succeed You can't have structure without creativity but you also can't have creativity without structure Stop being overly logical and stop being purely creative Find the sweet spot between them and you'll print money.

I never understood refusing to invest in tools just to “save money.” The people who move fastest? They buy leverage. Especially now with AI — speed is everything. I’ll gladly pay for anything that: • Saves me time • Improves execution • Gives me even a small edge Because those small edges compound. Meanwhile, most people stay stuck… trying to do everything the hard way. If you actually want to win, stop being cheap about the things that make you better. Invest in leverage.

It’s easy to fall in love with your own ideas. But your hypothesis doesn’t matter. The results do. You can debate angles for hours… None of it counts until it hits the ad account. Data > opinions. Every time. Be willing to be wrong — fast. Launch. Get feedback. Adjust. The faster you move from “I think” → “I know” the faster you find what actually works. Don’t let your ego slow you down. Test. Learn. Repeat.

If your statics aren’t converting, it’s not a design problem. It’s a language problem. Stop relying on whatever AI spits out with zero context. Build a real customer language bank. Here’s how: • Pull quotes from high-engagement Reddit threads • Scrape Amazon reviews from similar products • Export reviews from your site + Trustpilot • Collect YouTube comments + Facebook group posts Then: Organize everything. Rank phrases by frequency. Spot patterns: – How people describe the problem – What they’ve already tried – What they actually want This is where the gold is. Because when you use their words in your creatives… You’re no longer “marketing.” You sound like someone who gets it. That’s what makes people stop scrolling. Skipping this step is why most ads feel the same — and get ignored. Do the research. Build the bank. Let your customers write your copy.

If you’re stuck on creative, doing more won’t fix it. More execution doesn’t find winners. It just scales them. So pause and ask: Do we actually know what our customer cares about? Do we have a clear angle? Are we testing the right things? Because if the foundation is off, no amount of content will save it. Execution multiplies. Strategy decides what’s worth multiplying. Get that right first.

Focus on benefits, not features. Not once. Not twice. Every time. Because nobody buys a product for what it is. They buy it for what it does for them. Your job isn’t to describe the thing. Your job is to show the transformation: • How their life gets easier • How they save time • How they feel better • How they win Features tell. Benefits sell. Don’t say what it is. Show what it changes.

The best call-to-action? Make them feel like NOT clicking would be stupid.

Your product probably isn’t the problem. Your copy is. Before you ever pitch anything, ask yourself: What’s the ONE belief my prospect needs to have… for buying this to feel like a no-brainer? Because if your copy builds that belief first, selling stops feeling like selling. No more: “Here comes the pitch…” Instead, it becomes: “This is exactly what I’ve been looking for.” That’s the shift. When your message aligns with what they already feel + what they need to believe next… People don’t resist. They lean in. They want it. They thank you for offering it. Fix the belief → the sales follow.

“AI is going to replace marketers” That’s what I’d say… if I had no clue what I’m talking about. Reality? AI doesn’t replace skill it amplifies it. You still need: • Taste • Judgment • The ability to tell what’s garbage vs what actually works That’s why the fundamentals matter more than ever: • Copywriting • Buyer psychology • Deep understanding of YOUR customer Yes AI will write scripts, edit videos, and build campaigns in seconds. But without direction? It’s just noise. Generic. Forgettable. The edge isn’t using AI. The edge is knowing exactly what to tell it. And that comes down to one thing: Understanding your customer better than they understand themselves. Now get back to work.

Most people don’t buy because they’re at different awareness levels — and your message doesn’t match where they are. Here’s the breakdown: Unaware: They don’t even realize they have a problem → help them see it. Problem aware: They feel the pain but don’t know solutions exist → open their eyes. Solution aware: They know fixes are out there, just not yours → position your solution. Product aware: They’ve heard of you, but aren’t convinced → show why you’re the best choice. Most aware: They want it, just not now → give them a reason to act today. The key? Stop trying to “sell” everyone the same way. Meet people where they are. Educate. Build trust. Move them forward step by step.