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everyone screenshots a competitor's ad and rebuilds it and their version never performs the same because you copied the ad, not the offer underneath it they had a guarantee you don't have, or a price you can't run, or proof you haven't collected copy the offer, not the ad

everyone obsesses over edit quality the transitions, the captions, the color grade but nobody has ever bought something because the video was well made they bought because the offer was too good to miss get the offer right first then spend the money making it look good

clients still ask what time they should post and it matters far less than it used to the feed decides who sees it based on what happens in the first minute if nobody watches, it dies regardless of being posted at 9am or 9pm spend the time on the creative, not on caring about post time

everyone fights over the same three ad platforms because that's where everyone else already is so the cost keeps climbing for exactly the same customer the channels nobody wants to run stay cheap precisely because nobody wants to run them direct mail, events, cold outreach, partnerships test everything before you dump your entire budget into the crowded ones

every report ranks channels based on what someone interacted with last so the ad that created the initial demand always looks like the worst performer somebody sees a video, thinks about it for a month, googles the brand name and buys search gets the sale the video gets nothing look at the chain not just the last touch point

most companies can't tell you what happens in the first ten minutes of using their product but that's what decides whether anyone comes back there's usually one action that separates the people who stay from the people who don't sending the first message, inviting one colleague, importing the data find out which action yours is, and build the whole first session around getting people to do it

brands collect as many testimonials as they can get but a review from someone your buyer can't relate to is worse than no review at all because it tells him he's in the wrong place a solo founder reading praise from a huge enterprise team assumes it isn't built for him three reviews he can relate to beat thirty from people he can't

everyone puts the result at the top of a case study but the reader isn't reading it for the result they're reading it to figure out whether that customer is similar enough to them for it to apply lead with who they were before, not what they got after

everyone knows which ads died almost nobody knows why so somebody says the hook was weak, and the team writes five new hooks but nobody checked whether the winners had better hooks either put every loser next to every other loser then next to the ads that worked what do the losers have in common that the winners don't change that, and stop guessing at the hook

many marketers still spend most of their time on targeting filters but platforms stopped needing the help years ago they find the customers on their own so put that time into the ad copy instead write it so your customer recognizes themselves in the first line if it isn't working, targeting was never the issue, your copy is just too vague

people wonder why an ad gets clicks and then nothing converts look at the ad, then look at the page the ad talks about saving time the headline on the page talks about features they don't match, so the person assumes they're in the wrong place and leaves whatever the ad promised has to be the first thing on the page

most companies spend their entire budget chasing big front end numbers more traffic, more leads, more impressions but getting 10% more people to buy after clicking is worth far more more traffic just sends more people into the same funnel that isn't converting optimize what happens after the click before you raise the budget or kill your creatives

almost every account we look at has ten cold campaigns at $100 a day and one retargeting campaign at $15 that's backwards the people in that retargeting audience already came to your site they're half sold and they just need reminding you're spending the most on the people who know you least

brands run 50% off, then run it again, then run it a third time and still call it a discount but a price that never goes back up is just the price customers figure that out faster than anyone expects they stop buying at full price, then they stop believing the deadline a discount only works if the price goes back up

most people run five ads at $100 a day on a $50 product after a week one has four sales and another has two so they kill the second one and scale the first but two sales means nothing you'd need about fifty before that gap is worth looking at give each ad enough budget to produce a real number, or don't test at all

everyone kills an ad the second the numbers drop but look at why it dropped before you throw it away most of the time everyone in that audience has already seen it three or four times the ad still works, the audience is just finished rebuild it for a new group instead of starting from scratch

a lot of sales pitches fall flat for one reason they keep explaining the problem the buyer already knows is there they're on the call because they already know they're losing money telling them again isn't new information the pitches that close show them something they haven't seen a fix they didn't know existed, from someone who has solved this exact thing before that's what actually makes someone move

most founders can't tell the difference between a product problem and a marketing one but there's one question you can ask your customers that answers it "how would you feel if our product no longer existed" if they wouldn't care, it's a product problem if they couldn't function without it, it's a marketing problem the companies that win build something people can't live without then get as many eyes on it as they can

the first time someone sees your product is your best chance to actually tell them what it is if you don't, they'll decide for themselves and they usually get it wrong the companies that do this best keep it simple "it's like X, but for Y" that's all it takes now the customer sees the product exactly how you wanted them to

a lot of business owners say AI doesn't work for them but it's their process that's the problem they ask it to write ads they give it a basic product description and feed it old ads that never converted in the first place then wonder why the output is bad AI works when it has real data on what's already working the tool was never the problem the process is