A few things happened that inspired this issue.

In this specific issue, I’ll touch on static image META ads.

Why?

Static image META ads are relatively EASIER to produce “en masse“

Easier to test.

Can turn into native ads and video ads.

But that’s an issue for another day.

We’ve all heard the saying that when you write a headline, you spend 80 cents of your dollar into advertising.

This holds especially true for META ads.

Which is the HOOK.

The first 120 characters of an ad before the viewer clicks SEE MORE…

It shows right before the creative (image/video)

You should spend the MAJORITY of your time thinking about these 120 characters when writing an ad.

If it helps for your mental, you can treat these hooks like headlines.

Our first style of hooks was to focus on the mechanism of the offer.

Why?

Because it’s a “saturated“ niche in health.

But the WAY we solve the problem hasn’t been done before.

So focusing on a “9-Second Trick“ / “9-Second Ritual“ to create the 120 characters.

A second working hook we tested was to put heavy emphasis on a customer journey.

Think of the classic headline: “They Laughed When I Sat Down At The Piano… But When I Started To Play ~“.

It works well because it’s a pure revenge angle.

Everyone has been slighted or embarrassed in their life.

We address these feelings to generate the hook.

A third working hook we tested was the super sensational tabloid style headlines.

EXPOSED.

CAUGHT.

LIED TO.

CHEATED.

These sensational headlines are BUILT to catch attention and SHOCK.

The more shock value, the better.

Just because the the hook is the 80/20 of an ad…

Doesn’t mean you can slack off with the body copy.

Here’s where you set the stage.

Create expectations.

Make big claims.

And convince the reader to proceed to the next step.

In our case - watch a 45 minute VSL (video sales letter).

So after the insane hook.

We want to immediately VALIDATE or offer PROOF.

It’s one thing to make big claims.

It’s another to make someone believe them.

There are many ways to do this but here are my favorites.

Showcasing an interesting study.

Where you borrow proof from established authorities.

Or leading with a story.

In my personal experience I’ve found stories to scale the longest and the most sustainable.

My guess as to why is because a great story can capture a massive part of the market that’s not even considering buying a product.

You can capture even the most unaware audiences.

Every story can also target a different customer persona.

From the 18-year old zoomer.

To the 65-year old boomer.

Last but not least.

We have the creative of an ad.

Today, I’ll discuss images.

There’s a simple rule of thumb that will give you an edge over other media buyers.

To make the creatives look as “native“ as possible to the platform.

And to understand what goes VIRAL.

Here are some examples:

Here’s another one:

And a final one to drill the point home:

This is one of the many creative formats you can find.

Let’s break this down.

Simple hero image.

Headline / Hook inside the image, with highlighted text.

The cat has an extra circled image to grab even more attention.

The more ads you test the more money you make.

It’s a simple statement.

That carries deep weight.

But you can’t do it like an idiot.

And just burn money to try and see what sticks.

There’s a smarter way of scaling.

Once you see results from initial tests.

You’ll start testing the 80/20. AKA hooks.

10 different hooks to → winning body copy.

Each one of these ads can also be tested with 10 different bland images.

Each one of these images can also be tested with different headlines within them.

Working this way, from a proven standpoint, increases your chances of hitting winners.

And the more you test profitably, the harder you will scale.

The super affiliate broke it down in simple numbers for me.

10 hook x 10 body copy x 10 images = 1000 ads.

Imagine testing 1000 ads with an incredible high chance of success.

No wonder he’s a super affiliate (an affiliate who consistently crushes $100k/day)

This is an overlooked topic.

But when you’re looking to scale hard and fast.

You need to be unemotional as a rock.

Can’t be scared.

Ice in the veins.

Variance and swings is a fact of life.

You cannot avoid it.

So whether you’re up or you’re down…

You need to operate under the same mental.

And make sound decisions.

Because in life.

You cannot gain something.

Without being willing to lose something.

But this is a completely different topic.

A topic for another day.

Bye for now,

Zhihao Huang