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- The Weekly Sharpener #129
The Weekly Sharpener #129
What new style of creative is winning?
👋 Hey fam!
I'm really excited to share this 👊 Wednesday roundup with you!
Another Add Creative is out and wow does our guest bring the heat! Excited for you to spend some time learning from Daniel James (CEO of Mint Performance Marketing) joins us and how your mindset dictates your reality in any sphere of life, especially starting a business.
We also dig into an example of what synthesis of creative elements is delivering winning ads and how you can leverage it to succeed!
Finally, we get some killer examples for our experts on how you can be setting up your websites and ad creative to drive traffic.
Hope your ads are scaling and LTV is 📈!
Cheers,
Chase
Starting using Pencil to Create winning ads 10x faster with AI.
Special Tip:
Your hook rate is a great way to see if you're targeting the right people. A high hook % normally means the right people are watching. A high hook rate & hold rate = Golden targeting.
Language has been around for only 40,000 years.
Written communication has been around for just 10,000 years.
Body language & facial expression has been around since the dawn of humans.
If your ads aren’t using body language to convert, you’re marketing the hard way.
Courtesy of Sarah Levinger
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🎙Add Creative
Come and hang with the CEO of Mint Performance and learn how to never let anyone but yourself choose your emotions for you. This is a masterclass is how the style you build your business and life is a choice.
He drops so much wisdom I didn't want it to end!
Spotify 🎧
Content That Matters 🐐
You've probably seen this on your TikTok, Reels or Shorts.
It's proven to increase retention by distracting you with a visually stimulating clip.
So how are the top brands using it in their ads?
A short thread on the concept of 'visual tactility'...🧵
— Alex Cooper (@alexgoughcooper)
9:12 PM • Apr 20, 2023
Why it matters: Visual Tactility - this is a great concept to spend some time dissecting and how I think you can use it on your ads.
In the thread that is linked, there is a focus on a multi-screen view being used regularly in TikTok and Reels because it forces the viewer to be intensely focused.
What this reminds you of is the ways you can get your audience to focus.
Alex's example here is:
A: Speaking directly to the camera about the problem the product is solving
B: Voiceover with the USP + Visual of a person experiencing the value. The two singular creative elements make a more dynamic whole.
This feels antithetical to the Oglivy style of telling them what you're selling and being direct. I would argue it is an evolution based on the consumer expectation.
These things transition over time and more often than not are predicated on the trends that are most impactful at the time. Today it is split screen or green screen.
In six months it will most certainly be an evolution of that. I challenge you to go look at your IG stories from 2 years ago. They will look wildly different from what you'd share today.
Tactile Visuals are about momentum.
They drive purchase intent velocity.
Experiment with the difference between tactile visuals and static visuals explaining the USP directly to the camera.
My guess is you'll see upstream and downstream metrics 📈
This means:
Make sure you shoot enough b-roll content that can allow for this kind of content to be mixed and matched
Measure what elements you're using that drive results (feels simple but many forget)
Try different USP/Copy angles that can overlay the B-roll content you have, this will drive understanding of the value + entertainment = Purchase Intent Velocity.
Expert Strategy + Learnings
Some amazing learnings from thought leaders in DTC.
Carl's CRO Tips 🙌
The review section appeared cluttered which made it difficult for users to focus on the information and read > We improved the UI and UX to make the section more easy and clear to read while also making it more prominent to increases retention
For more 🔥 follow Carl Weische from Accelerated.
Rahul's Paid Media Learnings 🤘
Top Ad Creative of the month 👇
POV concept
Why I think this works:
Pan of camera showing tons of skincare products
Showcasing the confusion customers go through when buying skincare products
Pans straight to distressed customer
Enters value prop shown from the brand
Follow Rahul and reach out to Reach Digital to work with him 🧠
From our Library 📚
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Our Preferred Tech Partners 👏
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Motion - you want insights on your ads - make it fast/easy/actionable.
Social Snowball - frictionless affiliate programs for your customers and creators
Otis - ad buying/management automation(there's a present inside waiting for you)
Triple Whale - attribution - need I say more
Air - keeping all of your assets organized is a pain. Air makes it delightful.
Creative OS - if you love making ads on Figma, you'll love this
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