Name: Group Coaching Session - Week 2 (Motion Creative Strategy Bootcamp)
Uploaded: 2026-03-26T19:30:26.544Z
Duration: 1 h 13 min 14 s
Description: Group Coaching Session - Week 2 (Motion Creative Strategy Bootcamp)

Transcript for "Group Coaching Session - Week 2 (Motion Creative Strategy Bootcamp)": Hi, everyone. Are we doing this? Jake and Eric, to unmute. Hey. How's everyone doing? How's it going? Hey, everybody. We had some early people in the chat today. They were wondering if we were gonna shut down the the chat and go to Slack, but I think we're good we're good on Thursdays. I think I mean, unless you guys wanna take that as a challenge, kill the chat. You know, get more people to show up on Thursdays. Let's do it. But for now, I think we've got just enough people for the chat to keep on going. Nice. Okay. So I'm gonna go ahead and get this started and share my screen. I only have one screen today because I'm actually in Portugal on an off-site with some of our engineers and product team. So I'm gonna do my best today. Alright. Let me see. Okay. I can see the chat. Let me know you let me know if you can see my screen. I see a lot of hellos. I can see it. Thank you. Okay. Perfect. Welcome to week two of motion creative strategy boot camp. The coaching calls, this is the second one. So we're gonna have some slightly different coaches every week, but I'm probably gonna be at h one. So sorry for that, and welcome. I'm gonna go over some community wins that I pulled from last week. So you guys have still been blowing us up on LinkedIn, x, Instagram, a few TikToks as well. Thank you so much for that. I really appreciate it. I see all of them. You guys have made some really cool reels, some carousels. You shared some really great insights. Some of you are just sharing how much you're so happy that you showed up. You're actually making things hard in a good way for our GTM team because so many people are feeling the FOMO, and they wanna be let in still. So thank you so much for blowing us up. We really appreciate the support. Also, Justina used learnings from the boot camp in a job interview, so I wanted to highlight that. That's so cool. Hannah is using learnings from the boot camp in her organic content, which is incredible because, really, what we're just talking about is content ads, yes, but also content. So many of you had such incredible feedback from Sarah's session on Tuesday. You were so pleased with the session. Sarah is incredibly smart. I'm not surprised that you loved her, but shout out to Sarah. And there are a few local chapter channels in the Slack as well. So if you are part of NYC, Toronto, or Texas, go ahead and join those channels if you wanna get to know people in your area. And lastly, our CEO on this off-site made a hook evaluator. So we have that link in Slack if you wanna try it. So what you can do is you can just upload any hook that you like, and then it will grade your hook and give you some feedback on it. So if you wanna keep on your homework from last week, you can go ahead and try that out. It's just at hooks.motionapp.com. So I wanted to give that a shout out as well. Okay. This week, I'm back. I'm Alysha. I'm a creative strategist at Motion. I do a little bit of paid ads, little bit of organic. You might have seen me on TikTok. And as I mentioned, I also work closely with our product and engineering team to work on Motion. So if have you any feedback about motion that you'd like to send to me so I can send it to our product team, please do. And I'm gonna show send it over to Jake to introduce himself. Yeah. Hey, everybody. I'm Jake. I run odysseyagency.com, which is a performance creative and growth agency. I've been doing that for about six years. Before that, I was an internal head of marketing guy at a few different startups, and my first job was in traditional advertising at a big agency. So that's a little bit about me and excited to get into it. How about you, Eric? Hey, America. I'm the founder of Laughing Heart Media. I've been having my own agency and working into various agency jobs for about twelve years. We spoke we specialize in the health and wellness niches mainly. Awesome. And you guys met Sarah and Joanna last week, and they'll be back for some of the sessions in the next couple of weeks. Okay, so first, I just wanted to let you all know that yes, we are going to share this deck and all of the resources from today in Slack and through email. So please be patient, we will get those to you for sure. Just wanted to let you know, even though I know lots of people are still gonna ask, it's all good. But yeah, this is week two, how we do research and a little bit of group coaching. So we're gonna start right off with a student question. I I'm gonna try to pronounce your name. Nynoshka asked when a micro moment feels emotionally strong but might not be super common, how do you decide whether it's worth building creative around? So I wanna quickly just do a little refresher of what Sarah talked about on Tuesday. So we were talking about generational insights, which is the worldview that your customer has, their relationship with money, their life stage, and risk evaluation. And then we talked about micro moments, which are those hyper specific genes don't fit moments of friction where the problem feels really salient and where an emotion comes up. So what this person is asking is when that micro moment feels really salient, feels really strong, but isn't very common, how do you decide whether or not you go ahead and test it? So my my approach to this would be that even though this micro moment might not be super common and therefore not super scalable, it might not become, like, the best ad that's ever performed in your account because it can't scale to that extent. It still might be a really winning ad and a really strong moment. So I would just go ahead and test it. But I know that Jake had some great thoughts as well, so I'm gonna throw it to Jake. Yeah. I would say something I'll I'll typically do is I'll just ask I'll I'll start by just asking the AI a question like this. Like, I'll ask, you know, can you give me ranked order of the different micro moments that came out of the research and tell me which ones you would prioritize? That can be a helpful first step. But then I'd I'd also say that if you think about kind of the spectrum of formats where you can test an insight like that, there's this one side of the spectrum where it's really easy. Like, you could probably make a static ad or a word wall or something really simple in an hour or in twenty four hours, and you should just go do that for any good hunch or idea that you have. And then other things that maybe have more you have more confidence in, maybe you start more to the right on that spectrum and you can do something that's higher fidelity, like a. stage moment or a street interview or something like that. So that's the way I would think about it. Yep. Cool. Okay. So, yeah, going into what we talked about with Sarah last week, generational insights, micro moments, emotions, and then also that TEAP framework. I wanna show you guys some of our favorite micro moments that people picked from week two homework. And when I'm showing them to you, give some thought as to what generational insight, micro moment, emotion, or what part of the team framework you think is being represented in this video, and then we'll go through them together. So I'm gonna go ahead and play this. Hopefully, you can hear it. Okay. If you have a strong willed kid who's prone to defiance, you have to ask yourself, do I do the thing doctor Becky is about to model? Hey. If you don't shut off the TV, no TV tomorrow. Hey. I'm gonna count to five. Hey. If you don't turn it off, know what? Forget no TV tomorrow. No dessert tomorrow. No soccer game tomorrow. Here's the thing you're doing that unintentionally makes things worse. You're a strong willed kid. In the moment that they're out of control experiences themself as too powerful. They won't say it, but they know it. Like, am I actually piloting this plane? And then what happens is we just keep talking about them, reacting to them. Okay, so I'm gonna pause that there because I think we got the gist. One person is saying unaware one person says no soccer, I die. One person says she is hitting parents in the struggle of parents from ages four to 13. I don't have kids, but I believe you. Yeah, amazing. T in TIP. Yep. I'm not a mom, but I really wanna know what to do. That's great. Okay. So I actually cheated a little bit. I wrote myself a prompt to reverse engineer some videos using Sarah's framework. And so part of this probably came out of my brain, but part of it also came from the prompt that I wrote, which I will absolutely share with you guys. But what it picked up on is that this is the generational insight here is that this is a millennial gentle parent or wanna be gentle parent who is hitting a wall where they feel like their kids are walking all over them. And the the key here is that this person, who is obviously an expert, is showing up with her coffee in her hand, probably at her kitchen with her messy background. And she looks like someone that you can trust and like a trusted peer rather than a doctor. Also, micro moment, like the moment that this would really be triggered for someone, The LLM called it a post meltdown hangover. So imagine it's 8PM, the kids are asleep, and this mom is scrolling on her phone, and she feels like a failure because she just yelled all of these empty threats at her kids. The emotional mapping, this is kind of interesting because at the beginning of the video, she's very, like, high energy, and you can feel the stress and the panic that she's expressing in her conversation to kind of mimic that stress that the parent feels. But then she kind of shifts, she's very calm, and she's structured in her thinking, which really demonstrates that she's the authority here. And then yes, it is T for T. So it's a trigger. So she uses a qualifying hook and that big energy and that really emotional moment in the hook to qualify that that person that she's trying to attract. And then she gives you a light bulb moment and gives and makes you feel like she's the authority worth listening to. Yeah, so that's that one. Let's look at another one together. I love this one. So sweet. I love it. I have cats, but I love a dog video. So many people are loving this. Anything with puppies gets me. So cute. Lots of people just enjoying the ad. Oh, I already use farmer's dog, and now I'm even more convinced. Evaluation and purchase. Dogs over humans. So cute. Okay. Cool. Yep. This is what I'm seeing. So the generational insight is a dog parent whose pet is family. They value experiences and memories, and they're willing to pay more for their pets, which I think a lot of people can can relate to. I always like to say that pets are the new kids and plants are the new pets. I'm a pet person. I'm not a kid person. But so I see an ad like this, and I'm like, I will spend any amount of dollars, which goes into the micro moment. It's a New Year's reflection. There's like this countdown that's like counting into the New Year. And when you think about it, it's the it's the person who's looking at her dog, and she's thinking another year with my dog. How can I slow down time and enjoy more time with my best friend? So that's like the micro moment that she's experiencing. Emotional mapping, this is like low intensity nostalgia, those sweet memories, and then, like, a surge of hope that you might be able to do something good for your pet and keep them around longer. And then this got categorized into the purchase stage of TEAP because because we have an offer at the end. Yeah. So I love this one. Amazing. Okay. I have one more for you really quick, and then we're gonna keep moving. Okay. I'm a plant daddy, and my micro moment is my plant won't stop laying on my laptop. I mean, I'm the auntie that buys these toys. Me too. Is this exploration? Exploration? Exploration? Okay. Let's see. Okay. So this is what my LLM said. My LLM said that this is a millennial parent obsessed with aesthetic and Montessori living. She wants her home to be a sanctuary, not a Chuck E. Cheese. I read that and thought, you know what? If I was a mom, I'd probably relate with that. She really values educational development and sustainable sustainable materials, and she wants to be a really intentional parent. And this is probably rooted in something in her own childhood and how she grew up. The micro moment is like that post birthday holiday clutter. I think we all feel that after Christmas or a birthday. You've got like all of this clutter around your house that you didn't bring into your home. You feel like your house is full of junk, you're overstimulated, and you want to reclaim your space. And then in this case, the mom probably also wants to reclaim being a part of her child's learning and development experience and what toys they're using to do that. The emotional mapping, there's like this high intensity over stimulation at the beginning, pivoting into that calm satisfaction that she wants to experience. And then this was tagged as an evaluation. So the side by side comparison makes the choice feel really obvious, and you're really evaluating your choices when you're deciding which choice to purchase for your kid. Okay. Hope that was helpful. Now we're gonna move into a student hot seat. Now I've never done this before, but Melissa is gonna help me bring Yuliya up on stage. I might have to stop sharing my screen so we can do that. Raise your hand, Yuliya. Is Yuliya here? Yuliya, if you're here, can you raise your hand so Melissa can bring you on stage? Hey, Is. it working? There's you. Hi, everyone. It's so nice to meet hear. you. So nice to meet you too. I can hear you. I can't can't see you, though. I just see a black box, but that's okay. Oh, let's see. Did that fix it? go. Yep. Amazing. Okay. Cool. Well, hi, everyone. I'm Yuliya. I'm a freelance creative strategist, and I previously worked at Ranger Up Agency, and I'm now freelancing full time. So, yeah, I just wanted to thank you guys. This has been so awesome. I'm a little nervous, but excited to hear your thoughts on this question. Cool. Okay. Can you remember your question? Do you want to go into it or I can read it for you? Yeah. I got you. I could read it off. So some context. I currently do some creative strategy work for Kolkata Chai, and one of our strongest performing ads, I think I linked it somewhere, compares Starbucks chai, which has, like, 42 grams of really sugary syrup to Cold Cutter Chai's, like, single origin organic tea, we've kind of been struggling to scale beyond that comparison. So a big part of my research question was how do we find new, like, relatable entry points for audiences who, one, probably aren't Starbucks chai drinkers or chai drinkers at all? And, essentially, I feel like we're selling a daily ritual upgrade, not necessarily solving a hard problem besides the, like, high sugar in Starbucks. So I've been struggling a little bit to find the right in for colder audiences who might not really know what chai is. And then okay. This is like a dual loaded question, but specifically, should we be researching audience segments by their, like, current morning rituals, so, like, coffee, tea, and matcha, and building concepts around that, or is there a better way to identify which tension oh, my cat really wants to join right now. That's Lucy. But, yeah, I was just curious. So there's a better way to identify which tension would work. So, like, health, taste, routine, identity is one of those things more likely to land for a broader audience. And then more context, our core demo is women 35 to 44 based on what meta says. So what would you how would you use that, like, top level demographic information to build a more specific customer profile? Mhmm. I saw Eric Philippou nodding. Do wanna kick this one off? Yeah. So we actually went we go through this a lot, with a lot of health supplement brands because switchers is, like, the most common category we deal with because someone has to. switch from supplement or one GLP one to another. So I would just see what's your biggest unique value prop compared to some of the alternatives they're doing. And, honestly, whichever just looks like the strongest is the most obvious. For example, a mushroom coffee chalk. I don't know much about it, but I was talking to someone recently. They're like, oh, we have, like, 30 times more antioxidants than coffee or something. I'm like, that's a massive like, you can target this people who care a lot about that health in the spring or whatever. So that's, like, an easy one to make a really good case for. It's the word 30 x in big letters, more antioxidants, Mhmm. and then call like, that was that was a winning ad for them. And, like, it was, like, a pretty obvious one when you just think, what are my unique value props compared to the various things they're doing? I think in that case, it was compared to, like, all the different morning things. So that. was cool. But that's how I would think about it. What just jumps off the page as an obvious one? You like, if you wanna go at the matcha people or you go at the coffee people, that's fine, things. like. that. You'll see it should jump off the page as you're doing the research. Yep. Got it. Yeah. That's. super helpful. I would just add, I think sometimes people underestimate the amount of, like, amount of scale you can get just from getting full coverage of, like, head to head comparisons and failed solutions, which is really, like, the next step up. So. I would I would question, have you maxed out all of the failed solutions and every motivator and angle underneath those, like, failed solution types of ads, Mhmm. and max that out before even moving up? That's the approach I would take. Mhmm. For sure. Yeah. We have a couple, like, Diet Coke versus chai is, like, an afternoon slump sort of angle that are in the pipeline. So, yeah, I think we're trying to target all of those comparisons right now and see see what kinda sticks. I had a bit of a different one where instead of, like, replacing something else, how can you encourage people that they might wanna introduce this into their routine? And I'm someone who just like I just always go right to the reviews. And it was funny because I I figured, like, Sarah's advice here would be, like, find those micro moments. Right? And funny enough, I went to one of your landing pages, and there's a review here that says, years ago, I was visiting a friend in Paris, and she made masala chai over the stove. It was the best tea I've had. That was 1992. And I've searched and tried to replicate it until I came across Kolkata. I love it, and you will too. So I wonder if there's something about, like, the cultural aspect of it. And I don't know if there's even something you can lean into about, like, a cultural experience without even leaving your home. Like, travel is expensive, and it's a luxury now. But maybe you can still, like, enjoy a real chai authentically from your home and, like, like, get yourself into culture through an a product instead of an experience. So that would be the other approach that I would take. No. I love that. And our founders have a really great story. Like, they're from Southeast Asia and, like, brought Chai from India to make it. So I feel like there's a really good through line with incorporating that and kind of provide some, like, authenticity and validation that, like, you can trust us. Yeah, for sure. Does that help? Does that answer your question? That is so helpful. Thank you guys so much. Amazing. Thank you for being our guinea pig for getting up on stage. Really appreciate it. Okay. Awesome. Alright. What do we have next? Okay. Next, we actually have Eric's research technique about the two grocery lists. So instead of me going ahead and sharing my screen again, Eric, do you wanna just go ahead and pick her up from here? Yeah. We'll get right into it. Let me share. I'm just organizing my tabs. Here we go. Screen. Alright. Can everyone see it? Yep. Alright. Cool. So today, we're gonna look at things like ad idea research. And just real quick, you're first gonna notice these are very text heavy slides. They're not as aesthetic. That's for my LLM maxers out there. You could save this as a PDF and feed it into your Claude or whatever. Real easy. So just a heads up. They're not gonna be as aesthetic or cute as some of these other slides, but, you know, I I kinda value the LLM usage a lot more. So just a heads up there. Sorry if it's a sore on the eyes just in advance. Anyway, let's get right into it. So the grocery list mindset, basically, what the heck this is what what the heck is he talking about grocery list? So first, you always wanna do your ideation after a solid analysis, like a Monday morning block or something. This way, you know exactly what you need before going into all your swipe files, your sources, or where or whatever, the reviews. Otherwise, you could just be kinda wandering around wasting time. It can take way too long. And depending on how much volume you're doing or what your deadlines are like, you wanna be as efficient as possible. So just know after your analysis okay. I need let's say I need a I need a stack a static image with a headline and three bullet points or a video that agitates the problem or whatever. It's like going to the grocery store with a list instead of without a list. It's just way more efficient. So heads up there. As we talk about, like, where you're getting sources of information or things like that, just keep in mind, we have this in mind, and it's gonna differ based on the health of the account or the situation of the account. But to be honest, a lot of accounts are generally similar. Like, some stuff's working, some stuff's not working. You're not scaling up aggressively. It's maybe a couple percentage points a month, which is fine. The same you have the same general breakdown of new concepts, iterations, or videos and versus static images, whatever, and that's fine. But there are two very extreme situations where you need to aggressively change how you think of new ideas. And if you handle them well, they'll actually have a huge impact on your entire career in many cases. And I know there's lot of questions like how to get into the creative strategy career early in your career. So this is just a good thing to note as you embark on this creative strategy career. And these two extremes, whether nothing is working, which those are the best accounts long term because you'll learn the most, or everything is working. And when I say everything, I mean, you sneeze and it's a 10 ROAS. Like like like, stuff that shouldn't even be working well is working. Sometimes, like, it was, like, a very famous brand name. That that's what happens. But, basically, if you don't handle it right, it can fizzle out. So you there's no tomorrow in digital. You really wanna handle it right. And, obviously, the benefits there, if you do that, it's a lot of immediate financial impact and all the spoils that come with that. Obviously, a raise or they scale your scope with your agency or the point of contact always thinks highly of you. It's great networking. A lot of these brands are spending a lot. So a very wealthy point of contact now thinks highly of you just anyway, you get the idea. Like, there's a lot of good spoils that come with this thing in your career. So it is important to just know at some point if you run into this what to do. So first, we'll start with the ugly one when nothing is working. So the mindset you have to have here is very important. You won't do many iterations. Less than 10% of your new ads should be iterations, and only if there's, like, partial wins. Like, there's one ad with a great hook rate or great CPA or CPC, I should say. But the CPA, the ROAS is way off target. You wanna iterate more in the direction of the ad maybe with the good hook rate or something. Like, those are the only times you'd wanna iterate. And to be honest, if nothing's working, it's gonna be hard to find those. A lot of times, nothing's working. Like, all the metrics are really bad. So, otherwise, we're looking at a lot of net new concepts, new angles, new personas. This is when you're gonna really wanna brush up on these, like, these courses, these marketing psychology points, things like that. You might need to open a marketing book and, you know, like, really just go deep on the the research side of things. And then the mindset also, it's kind of like playing battleship. And I know I'm dating myself here. I'm an old man. But in battleship, you wanna test many different things. And then when you get a little hit, you then you iterate in that direction, as you find a little success somewhere. So that's the mindset when nothing's working. It could be very stressful. But if you just accept that going in, like, okay. This is the playbook. It's a lot less stressful when you're going into these type of accounts. So and like I said, I kinda made a point about, like, a mini victory, not always ROAS or CPA. Sometimes when like, you'll be oh, target CPA is $200, but your CPA is, like, $1,100. Like, what are we even doing here? So if you have an add if you have an ad that's like, oh, it has a really good certain metric that's, like, out of nowhere, it's like a $2 CPC when every like, I've I've had accounts where the 25 it had $25 cost per click. And suddenly, we got an ad that was, like, $5 cost per click. It's like, woah. Stop. Why is this doing so much better? Like, that's a little win. You wanna investigate that. So heads up there. Like, also, just reporting to your team. Like, that is something you can report even CPA and ROAS. It's terrible. Just a heads up there. But then how you find inspiration can be very different from a lot of other accounts. So, basically, a lot of the stuff that is common sense like, a lot of stuff we just talked about, it's kind of common sense. Like, nothing's working, so, obviously, do very different things. But let's look at more concrete ways to get more exam more ideas of very new things. So I wanna talk about ad libraries first. It's not gonna be your primary source, but it can be very actionable into what to do next. So if you have a successful competitor if a successful competitor actually exists, this is one of the rare occasions I'd actually suggest using their ads as very close inspiration, specifically the angles and the visual concepts, but make sure your unique value prop compared to them is very clear. So that's something maybe it's you could even just do a comparative ad versus them. So heads up there. But sometimes there are literally no successful competitors in your category. A new category is basically, like, you have to explain everything new. It's new. Like, they're hold on a second. Bye. I clicked the wrong thing. My tabs are all over the place. Anyway but, yeah, you have to get much more creative. But it also means if you're a new category, you probably have some really good unique value props that are being underutilized. So heads up there. Like, that's the worst possible thing to see is, oh my god. There's no brand doing what we're doing. It's like that meme, people looking at opposite sides of the bus. No one's doing what we're doing. Oh, no one's doing what we're doing. You can use that for your unique value prop if you get creative. So heads up there. But, yeah, now the most actionable part by far was TikTok. So this is where I would say about a half dozen times I've been in this case where nothing was working. And I just kind of blatantly, like, I say, or copied whatever. A lot of TikTok hooks from the top performing organic TikTok videos literally just search the top videos in the niche or whether it's the actual product category or the problem your product solves. This is a gold mine because this will give you, obviously, look at the top viewed videos. It tells you visuals that grab attention best. It doesn't always have to be something crazy like, like an explosion or something. It could be, like, just literally a sane, credible looking person speaking calmly to the camera. Maybe they're wearing scrubs or something, so it's a medical authority. But you get the idea. Like, see what people care about, what kind of visuals they care about. Then the angles, the kind of topics, the the angle of these organic videos, these TikToks, those are good insight into what people actually care about in this niche. So that's really good to know. It tells you the vibe or the look of the target audience. This is very actionable when picking what creators to work with, what visuals you want in the ad. Even in a static image, it'll tell you, like, the general visuals and give you some insight, what kind of model you should have in it. And then this is an underrated one, but, like, the kind of language they use, like the slang, like, things like that, how they describe the problem. So that goes under the radar a lot, but it's super actionable when you're picking exactly what copy to use. Because I'll give an example. Like, I I've been working with GLP ones for, like, I think, years at this point. And at some point, we were decide, should we say semaglutide, or should we say GLP one, or should we say, like, a weight loss injections? What should we say? And I think, like, months went by, we were saying one, and then I checked Google Trends and was like, oh, we should have been saying semaglutide the entire time. Anyway, it could be a real rude awakening if you're not using the right specific word. So heads up there. Like, just that's good research on that. Obviously, Google Trends too, but you see what I'm saying. You'll learn what kind of verbiage they're getting. And then, yeah, shamelessly copy these hooks. Like, I've had cases where I exactly I I reshot these hooks, almost identical frame for frame, and kind of looped it into my product somehow, and it does very well. At least it'll get the hook rate up and stuff like that. Like, we'll get into why that's important. But, anyway, TikTok has been the biggest source of inspo when nothing's working well because it gives you a lot of that actionable information on what exactly to talk about and what to put in the ads. So yeah. And, obviously, the next is customer reviews. You know, everyone loves to put customer reviews in the LLM and ask you questions. And, yeah, that's always great. It's gonna give you benefits, though. Like, what's the biggest benefit? If you're like a protein powder, it'll say like, most of reviews are gonna say taste great, but kinda look for a unique value prop one. You might find one that's like, oh, no bloating. It's like, okay. That's that's kinda unique for protein powder. Maybe I prioritize that instead. Always prioritize a unique value prop in my opinion, but you get the idea. The reviews are also good, but a lot of times, that's an issue. Like, when nothing's working, hey. I'm doing the biggest benefit in the reviews, but it it's just your ad just say protein powder. They taste great. It's like every protein powder claims they taste great. It's like, what's the deal? But if you just start doing, oh, let's try this no bloating thing. No one else can talk about it. Suddenly, you get some traction. That exact example happened recently. So those are all good things to do. And then I wanna go into the next one, the symptoms of nothing is working, which I've I lived in this nothing is working space for a lot of my career, actually, sadly, but boring. I'm not gonna read ever I'm not gonna read this word for word, but the main symptom is boring. Whether it's the creatives themselves that you're making that you're partially to blame for sadly or the category itself, which that's you have a lot less control over. It's complex. It's hard to explain. Like, that's just the reality for a lot of new tech products, things like that. Another thing called CPM hell. Like, this is a very real thing no one talks about, but accounts that are, like, less than six months old, you're just in CPM hell. You're in machine learning hell. Like, the algorithm has so few signals to find your target audience for to the point where, like, you might see $300 CPMs when, like, you haven't you see another brand in a similar space. Their CPMs are, like, $40. It's like, what the heck's going on? So that's pretty common when, like like, you have very low hook rates hook rates, very low post engagement. There's, like, no likes or comments on any of your ads or something like that. It's usually a symptom of things are very boring. So heads up there. And then no unique no clear unique value prop. Like, the actual product itself has no clear unique value prop. And protein powder is a good example. Hey. We're vanilla protein powder. We're chocolate protein powder. It's like, damn. What am I gonna you gotta pick, like, a unique persona at that point. Okay. Okay. Let's be the protein powder for new moms. Let's be the protein powder for whatever, for creative strategies. You know what I mean? Like like, pick some kind of persona. That's a little harder, though, because, like, that that can get involved with the actual branding and packaging, like, at some point. That's obviously, like, way out of your scope. But if you can make a good ad and good case for it in an ad, that's good. And I will say some of the best d two c brands do this, like Liquid Death, Doctor Squatch. Like, Liquid Death is just it's water, but who it's for is their unique value prop. Like, if they just said, hey. We're water. Okay. Cool. But, oh, it's clearly water for, like, due to listening to Creed, things like that. It's probably the hardest situation to be in, but if you can crack it, it's some of the fastest scaling you'll ever see. So heads up there. Like, that these are common symptoms of nothing works. And kind of these first three, the CPM, the complexity, the boringness, those kind of are all it has the same solution. Just make more exciting hooks, which we pull from TikTok, which we'll talk about. And the solutions are here. They are essentially more exciting. In some cases for CPM hell, you need to talk you you need to target the audience a little better in the you need to call it out more than creative. But heads up there. So those are the symptoms. You maybe some people are nodding their head in the chat or something, and they're like, yeah. Yeah. We're dealing with that. Oh my god. Maybe none of them will see. But, you know, I've dealt with probably a dozen to half a dozen different situations where nothing was working and for months. And those are the biggest common situations. And here's a really common example. This is a recent example. I think February 2025 will be then things like November 2024, we started with this brand. Things were awful for months, then we kind of did a solution to all these things we're talking about, and everything just exploded. So this one called Flowell, it had all the components of nothing working. It was boring. It was complex. It has a weak unique value prop for the audience. The CPMs were insane. Our competitors literally had LeBron James and these megastars in their ads, and we were getting destroyed. Like, it was so bad. And then for context, what this product even is, like, it is a boring complex product, so it's gonna be annoying to free to describe, but it's like massage pants. You probably see the Hyperice, the NormaTecs, or whatever, for athletes. And our unique value prop was that we're waist height instead of just up to your thigh. So heads up there. Just tuck that into your mind for the next few slides. So how we got out of this? First, I picked a a totally new persona where in in no no more no more athlete stuff. We're never gonna outcompete LeBron James and Cristiano Ronaldo and, like, Arling Haal. All the literally, they had the biggest athlete of every sport. So, like, we're not gonna outcompete them. But there is this totally new niche of the medical use case for people with edema, lipedema, a lot of these swollen leg ailments. So that was huge, and it was totally untapped. It was a total of blue ocean. So we're like, okay. This this has something. Let's definitely try a few things here. And, like, we got some traction. Instead of CPA being a thousand dollars, it was, like, $600, which is like, hey. That's better than nothing. We're trying to get to, like, below $2.50 or something, but you get the idea. Like, it's way better night and day difference. We're like, okay. There's there's some legs here. No pun intended. Basically, we dealt with the boring issue by making it exciting. So instead of, like remember, the unique value prop is they go up to the waist where others don't. So I'm like, let me call them butt massage pants. I'm like, let's see what happens if we do that. I know it's silly, but, you know, I had a bunch of lists of, like, how can we explain this in three words that people actually care about? And that was one that, like, jumped off the page at me. So I'm like, okay. Cool. Let's try that. We start saying that in the hooks. Hook rates went way up. CPMs went way down. So I'm like, okay. There's something here. We dealt with the complexity by just making simpler explainer videos. And, also, this is kind of an underrated thing that I think criminally underrated. We had authority figures like nurses explain it, and people just pay attention more with that. Like, we can do the same script with a nurse or an authority figure versus just a normal creator, And we saw this. The watch time is, like, twenty five seconds or more with the nurse. And on the same script, the watch time was, like, nine seconds with the regular creator. So that's huge too. Like, that was a huge one. And by the way, the nurse creators are much more approachable than you realize. It's not like a celebrity, but they're still an authority figure to depending on the niche. So heads up there. Like, that's some free game there that, like, that will change everything in an account if you do that right alone. And then, yes, CPM got a lot lower because we copied a lot of the viral TikTok hooks in the visuals. And then we're shouting the word butt massage pants. Saved my life. Blah blah blah blah. Like, those are anyway, hook rates were, like, 50%. We were really happy about that. CPMs went from the 3 hundreds to, like, below a 100 at scale, which is really nice. And, yeah, the results were awesome. They scaled up big. I I don't know if you could see that. I'll zoom in a little more. But, like, February, March 2025 is when we did the first butt massage pants ad. We kinda saw some wins, scaled it up big. It's just up into the right rest of the year. They had a stock out in September, but then they crushed it in q four. And they basically almost hit a million dollars within just one calendar year from November 20024 to 2025. So, obviously, December, they for the year 2025, they crossed the million dollar threshold, which was not great. But, basically, like, the vibe in January like, November, December, January, February was like, oh, these guys could go out of business. They're gonna fire my agency. Blah blah blah. But, honestly, like, you find the right thing, it could change the whole business. Now we're now I'm not gonna get into the talks whole of raising money or how we wanna scale, but it's a completely different conversation a year later. And that's the power of, like, doing these little few tricks here. So that's really exciting. And now to get into the more exciting part when everything is working. I'm like a kid in a candy store when this is happening. I'm sure you will be too, but you have proof of concept. And this is something I really wanna harp on here. It's easier to go from $1,000,000 to $10,000,000 than it is from 0 to $1,000,000 because you have proof of concept you can scale exponentially. We literally just did this in the last twelve months with the brand spending 20 k a day. We scaled them up to a 100 k a day sustained from August to even to this day. So this strategy is very proven, very recent is what we're doing. So we can walk you through that. But, basically, the mindset is if you mishandle it, like, there's no you could just be leaving a lot of money on the table. There's no tomorrow in digital. And like I said, this is the exact strategy we're using to scale up in very, very aggressive scaling stages. And I will just I'm not gonna read this whole slide, but it is just creative diversification. Like, this is just a little refresher because it's gonna impact the most important next step. But, basically, in 2026, we won very visually unique. I call them iterations, but they're so visually unique, you wouldn't even know. And you're kind of persuading the person on the other end of the screen, but also the algorithm. So heads up there. Like, this in this stage, you have a lot of winners. You're scaling up, so you know what persuades the people. Now it's just let's persuade the algorithm to find more and more people like this, deliver more and more ads like this, and that's how you get that exponential scale. So we're gonna go into exactly what hap how we do that. So and that's in the creative mix. And this is a little controversial. Some people disagree with me in the creative strategy world, but it's just what's working for us. And that's 50% of my new ads in these stages are blatant copies of the winners, just visually unique. I mean, like, the same or almost the same very similar copy in just visually unique ways. 25% are basically the same thing as before, but just dramatized. The copy or the script or the visuals are just more emotional. I literally tell Claude to write like Ali Wong or a comedian or something. And then 25% are these sub angle tests where we're just going deeper. And I'll I have a slide that goes deeper into each of these. But, basically, the idea sources for these kind of things are basically, like let let's look at, like the the idea sources are pretty much the same. Like, it is just swipe file maxing. For the 50% that are blatant copies, you are literally just going into one of your swipe file tools. And, you know, let's say the winner is, okay, it's a headline with a sub headline and, like, some kind of visual of either a product or a purse. Like, those are the what we're seeing, and it's this specific angle. In this case, on the right, it's like GLP one that's affordable pricing. They have, like, these payment plans and stuff. So it's like, okay. Let's find as many and the you can see we literally did this in action. We just find as many different aesthetically visual different things, and just you're kinda mix and matching the same general copy with some slight tweaks, and that's how you scale up really big. It's pretty simple. I have some brands I like to I I say stalk, but I just look at them a lot for this. Like, Lemmy, Avi, you could read the whole thing. A lot of brands you probably heard of and stuff. But, honestly, when you know what you're looking for, you have that grocery list. Okay. I need a headline, three benefits, and the product shot. Okay. You go to Rise or you go to Lemmy. You scroll for five minutes, have, like, 50 ad ideas. You save them, and then you get the idea. Like, it's very easy that way. It's literally that easy. So that's exciting, like, what to do. And then for video, it's even easier. It's same script, different creator. We do a lot of that when we have winning videos. Like, especially at the scale we're doing when we have a new winning video script. That's more operations than anything else. It's nice. Just okay. Let's give this to five to 10 different creators. That's that's at the current scale we're doing. So that's nice. Like, it's a very easy win, and it's gonna be visually enough visually different enough so the algorithm can give it more delivery, and you have more scaling winners, and you're just scaling up more. So that's exciting. The next one is the dramatized iteration. Dramatization, if you ever read breakthrough advertising, it's like one of these tactics. Just be more dramatic. It's essentially it. That could be humor. That could be whatever emotion you wanna pick. More emotional. So just make more emotional copy and visuals. The goal here what happens here is it gets more and more engagement. Because when you have more engagement, more dramatic we have more dramatic exciting visuals. They tend to get better post engagement, which gets better CPMs and algorithm priority, often lower CPM, lower cost per clicks, and lower CPA and ROAS. So heads up there. Like, you could just take a winning ad, make it more dramatic. This is an example on the right. Just said the best ring you'll ever own. I just said, okay. Let's make it called the most badass ring you'll ever own. Just more dramatic. This little Darth Vader looking aesthetic, more dramatic. So things like that. It it's kind of easy when you just start to think of it like that. It's like that's a low hanging fruit opportunity. And then the next one, the sub angles. This is another one where you'll actually you'll actually start to learn a lot more. Like like, we you'll go deeper into the angle, essentially. It's just finding, like, okay. Why is this angle good? Let's let's so for this one, Bionic, b I o n I q is the brand. They had really good authority angle ads. So I'm like, alright. Is the authority from their athletes or from this other angle royal families and billionaires as, like, their customers. Like, it's their secret routine or something. That could be really exciting. So I'm like, alright. Let me go into that. Like, these are some of the ways you would iterate, like, within subangles. That's about 25% of the breakdown. And there's some other examples here, but where to look here? Like I said, purely swipe file platforms, ad libraries, things like that. When you have a good ad library, it just takes minutes, and you have that grocery list. It literally takes minutes to find like, you could find hundreds of new examples if you find the right ad library. So heads up there. Those are really good to know. Like, obviously, it's such a luxury to have a brand that's doing that. But if you really handle it right and you know how to scale up, get that exponential growth curve, that's gonna you're not gonna leave as much money on the table, and it's gonna do a lot more wonders just long term in your career. There there's so many good then if, obviously, if it's your own brand, that's amazing. You get the idea. And then just some operational things I wanna throw in there. You should be pushing for more expensive, better creators, authority figures, things like that, like, maybe doctors or those viral TikToks you saw when things were bad or, like, DM them, like, especially if they have a lot of followers, things like that. So more creators, better creators that would be out of your price range previously, maybe influencers. They wanna do white listing partnership ads, authority figures, more content shoots, scale up ops too. There's nothing wrong with that. From an agency standpoint, you'd be scaling up the scope of the engagement. So that would just kinda happen naturally, but don't forget about that as you're scaling up spend. Like, you can scale up ops and really afford better things, nicer shoots, whatever, and there's really no limit. So, yeah, in closing, know which mode you're in. Like, it'll be pretty like, obviously, it's pretty obvious when nothing's working or everything's working, but you wanna just make sure you don't mishandle that because they can have a lot of good long term effects on your career. And, yeah, you get the idea. Anything else? Any as a long winded, what, fourteen minutes or whatever. That's crazy. I think you went so deep that some people were like, I don't understand what he's saying anymore. And other people are like, well, forget Tuesdays. Thursday's where it's at. Like, that. was great. So I'm definitely gonna have to rewatch because I was very distracted by all of the comments about the pants in the comments. Oh, yeah. I had there were a lot of questions where people were like, what about compliance, Eric Philippou? Do you. have any comments? I have comments about that. So you can just use health disclaimers and, like, FDA asterisk put asterisk on health claims and disclaimers on the bottom. I'll be on this is a controversial thing, but it's it shouldn't even be controversial. I've never seen, like, an asterisk with a disclaimer, especially, like, an FDA disclaimer. I've never seen it hurt performance. That's an argument we get. Oh, if we put a disclaimer, it's gonna kill performance for, like, health claims, things like that. Like, just put the disclaimer. Obviously, learn health guy. Don't say crazy things. You might have seen some ads that push the boundaries in some examples. Another thing I will just say, look. We're deep in the health niche. The things that we are able to say and I'll say get away with is the right word. But if you do, obviously, do the asterisks, be compliant, of course. But you can say things that it's not like as the rejection algorithm is not as sensitive as it used to be. I see some things in my own feed that like, if I proposed in, like, 2022, I'd get, like, a the door slammed on me, but whatever the Zoom call equivalent of that would be. But you get the idea. Like, just be compliant. Like, some brands, you could push boundaries more, and you should. But when it comes to health claims and stuff, that's kind of on the brand. A lot of legal teams have different tolerances. You'll learn very quick. I work with lot of health legal legal teams. Some don't want you to say anything. Some say, just say it. Say it. Say it. Put the asterisk. Do it. Okay? The different interpretations of what is compliant, what is a health claim, things like that. So heads up there. Just they're good questions to ask, but it's good that you're asking that. But, yeah, that that's how I would answer them. Awesome. Thanks. Okay. I think what I'm gonna do is I'm gonna kick it to one more question. Shit. Right. I forgot how to share my screen. Here we go. Okay. So I wanna kick it to Jake Abrams. How much research is enough research before launching an ad? Is there a clear threshold where you stop researching and start testing? Or is it based on instinct? And how do you identify market sophistication during research? So when I read this question, I was saying to the other coaches that I like to think of things in, like, visual metaphors. I saw a couple people mentioning that they're really visual people. To those people, recommended give Eric Philippou to Claude and ask it to make them more visual for you. That's really helpful. But I when I read this question, thought to myself, like, it's kind of like you're digging for treasure. And when you dig and and you've, like, dug out a couple of, you know, shovel florals fulls of dirt and you find treasure, you should test the treasure. Don't just, like, wait until you dig, you know, 20 feet, 200 feet, 2,000 feet into the ground and then collect all of your treasure and go test. Like, when you find something, test it, but don't stop researching. But I wanna throw it to Jake Abrams, who might also have a great perspective on this. Yeah. I would, I would think about it in cadences. So probably, you know, once a quarter or once a month, go really deep on research. And I feel like with with the tools that we have available now, like, you could probably do enough research for a brand in half hour to an hour, and that would be plenty to build out an entire month's worth of concepts. And then each week, maybe start your Monday with twenty minutes of research, right, like other signal that's coming in, look at your concept library to see what you're most excited about making that week, and that's really it. I would just use use those types of time boxes because you can get kind of carried away and and end up wasting a lot of time, if you go go too deep. For sure. Yeah. Don't overthink it. Awesome. Okay. I also wanna go ahead and throw it to Jake Abrams to talk about how he does research specifically with his three signals. So I'm gonna go ahead and stop sharing my screen again and throw it right to Jake Abrams. Cool. Alright. See if I can make this work. I will zoom in. It looks very zoomed out. Is that big enough for everybody? Yes. Okay. Cool. So, I'm gonna run through this process of sourcing data from three sources of signal and then building out a layered creative road map from that. And we'll show some pretty cool things. So to start, the way that you wanna think about this is you've got your ad account, which you can look at motion to figure out what's working there. You've got existing customer signal, which you're using customer reviews or, you know, other other sources of of what your customers are saying. And then you've got external signal, which is, your, scraping from TikTok, a lot of what, like, Eric was talking about, just like ripping TikTok or Reddit. Those are kind of the three sources. So I'm gonna talk about this in the example of this brand called Insurify, who I've worked with for a while. And, I'll just kind of show the prerequisites that I load in at the beginning of this process. So one, like, I wanna ground the AI in everything that I do as a creative strategist. So this is just an export of a Claude scale that I've built that basically explains how to do creative strategy the right way. So that's context. I've got, like, a customer review analyzer that spits out analysis from a customer review export. I've got a scale for turning one format that's working into ads for different motivators or personas. Lots of things like that are kind of in the beginning. Let me just kind of go down here. So I I'm not gonna show data here, but I would ordinarily look at motion. I would look at the different hooks and creatives that are working. And I just kind of fed this in through Whisper talking through what I know is working for this brand. So in this case, I know people who think they're overpaying for car insurance is a, like, a persona, and then people who, like, street interview ads and things like that are are working for this client. So that's how I'm kicking off the process. Here are my three signal sources, and I start with the customer reviews. Right? So I'll show exactly how I got these. You can do this on a PDP. You can do this in all these different ways. This is just the Claude Chrome extension, and I literally was just describing what I wanted. Right? So I said, want a CSV of at least 250 reviews. Grab a random sample, and it just did it. Right? So I got that, and that generated a like, this whole analysis from those reviews. Right? Which means it's real things that customer said. That's great context to have, obviously. So that's the customer reviews. Keep going down. Get to the next one. So second source is this external signal, or third source is the external signal. And I I built out my own custom scraper of TikTok, and, this actually is way easier now than when when I built it out. But, this is a bunch of data that I scraped from TikTok for keywords like, car insurance broker, car insurance, car insurance scam, car insurance rates. And, essentially, the tool goes and finds all the most viral videos about those keywords, and then it runs those videos through this prompt. Right? So it's looking for the things that I would look for if I was watching the videos myself as a human. Let me, like, zoom in a little bit more. So it's gonna figure out the category. It figures out hooks. It's specifically looking for these things I call undeniable proof shots, and it's putting it all in here. So I upload that, And, yeah, that's my second source of analysis. Right? So everything that's said in all those viral TikToks is now part of the context layer for this road map that I'm gonna build. You can see all that here. And then Reddit, I did a similar thing. I just had, had to do a a Reddit scrape, and this is what kind of came back. So it pulled out the different themes. Like, people are angry that their, their car insurance renewal is so much more expensive that checks out. Loyalty penalty, like, you end up paying more by sticking with the same company. There's lots of good context in here. So that's loaded in, as well. So it's gonna go through that. It spits out all this cool info. Keep going. Alright. And then I'll say something like, based on everything that we've done, let's let's, like, synthesize this information. Right? So that's what it's gonna do. It's gonna find the themes that are converging all this. And then I'm gonna give it more instructions. So I'll talk about the personas. So in this case, I've decided with my human creative brain that I wanna write for budget shoppers, people who just wanna get the lowest rate no matter what, and then parents of young drivers. So I'll give that. It's gonna map everything. You can kind of see that here. It's telling me where, it's pulled each specific insight from. It's got motivators, it it's doing this because this is how I've told it to do it in those documents I showed you at the beginning. And now I have that mapped out, and I can do some creative road mapping. So here's, like, a prompt I gave it. I told it the exact combinations that I want, and it's gonna start spitting that out. And I love how, like, in motion, it it does it in a nice visual way, and it ties in these, like, asset types and even links to videos that fall under that, like, what's been tagged that way. So these are all essentially, like, concept cards. Right? Where if I like them, I can give them more feedback and then I can turn those into ready to shoot scripts. And it's giving me the signal source, which is great. I can, yeah, check it to make sure this isn't something that was hallucinated, which I I never trust the AI when it gives me something back. I always want it to tell me where it got the insight from. So we have all these cards, and I have I definitely have more than 12 concepts, actually. It gives me a concept confidence map, like, which ones to do first, and then, I would start writing briefs after this. And at this point, I've got those three signal sources, ad account, cost what customers are saying, customer reviews, and then external signal from tech TikTok and Reddit. And I have probably, like, months worth of concepts that I can go test and try. Amazing. Probably to no surprise to you, Lots of people are asking you more questions about how you scraped TikTok and also Reddit without an API. So the TikTok scraper is the one I built uses Airtable, n eight n, and Appify. So, Appify is a scraper. Like, if you go and just, like, sign up for an account on Appify, you can get all these raw scrapes. It can scrape, you know, any keyword on TikTok and Instagram. It can scrape any account. And, the way this one was built out, I literally just copied this guy, Mike Futia's YouTube video and just grind it away and and copied it step by step. So, you just kick off a test. You do your keyword. You hit run search. It kicks off an n eight n flow, which then spits the data back into Airtable, and that's how it happened. There's probably way easier ways to do this now because of ClaudeCode and ClaudeCowork. That's where I would start now, but that's how this one is set up. Amazing. And then some people were asking about your prompts too. One person said, how did you write such a long prompt? Mine mine are, like, five words long. Any tips on, like, how you write prompts? Is it just stream of consciousness? Do you have a structure? Do you have a bank? Yeah. I I use Whisper, which is the voice dictation tool. And. my not saying this is the perfect way of doing it, but mine is just scream stream of consciousness describe exactly what I'm trying to do for, like, two minutes, Mhmm. and then ask it to turn that into a prompt that will accomplish what I am describing I want to be accomplished. That's what I do. Amazing. One person is asking, is that different from the voice tool inside of Quad? I know we both love Whisper. Please tell us why Whisper is so great. The way I would describe Whisper is it's it's basically they put an AI behind the dictation. Right? So when you speak, people speak in weird ways. It will, like, do the formatting, or if you mess up words, it cleans them up. So it's like you speak and you word vomit it out, and it has an AI make it good after. that. That's the way I would describe it. Yeah. So, like, if, for example, if I said, I need to go to Toronto. No. Wait. I'm in Ottawa. It will say, I need to go to Ottawa instead of I need to go to Toronto. No. Wait. Ottawa. And it will also put things in, like, bulleted lists with, like, headings and things. It's very helpful. Yep. Yeah. One other question that I wanted to ask you too was somebody was asking about your creative strategy process. I think you had it in a doc, but did you also have a skill? Yeah. So I have a scale for it's it's an overall creative strategy scale. So it's yeah. This one. So there's there's a lot in here. This came from dumping a bunch of documentation that I've written in the past and a lot of whispering. And there's, yeah, just a lot of direction about, like, what is good creative strategy versus bad in here. Cool. Awesome. Thank you so much. Anything else you wanna add before we move on? I feel like this is a this is a lot to follow. No. I'm good. I'll stop sharing my screen. Okay. Awesome. Okay. Well, that leaves me. I feel I feel like I'm very much a beginner with the AI thing. I'm very intimidated by Jake. He just, like, speaks about it so eloquently, and, he's tried every tool on the book. I'm just a quad girly, but let me go ahead and share my window with you guys again. And what I wanna share with you guys is so I wrote a couple of prompts after Sarah's presentation. I also use WhisperFlow to basically just, like, talk through what I heard from Sarah. And I wrote I wrote two prompts that I'll share with you, but one prompt is just reverse engineering any video so that you could put it into Gemini, or you can even go into inspo inside of motion, click on any ad, then drop this prompt in, and it will reverse engineer it to tell you everything that Sarah would say about that about that ad. I also wrote another one where if you pair it with a CSV of customer reviews, because I strongly believe that there's, like, so much potential inside of customer reviews. Like, if you if you've barely done any research, that's the first place you should start, and you can get you a long way. A prompt that you can pair with a CSV of reviews to also extract a lot of that information that Sarah's looking for. So I can share these as, like, a beginner strategy. And then I just wanted to share kind of walking you through. If you're someone who's using Claude chat and you haven't tried a Claude project or a Claude skill yet, let me just walk you through the way that I think about them because this is something that I've been exploring, especially on TikTok recently for the last couple of months. So let's say, for example, I wanted to grab that CSV of reviews and this prompt, and I could just type it right into Quad Chat. So in this particular case, I used to work with Buoy when I was at an agency. I still love their product, but I scraped these reviews right from their website exactly how Jake showed you. So I just opened my quad extension. I went to Buoy's website, and I said scrape the reviews from this landing page. It took some time. It did say take some tokens. People are asking me about limits. Listen. I don't know. It's it's on a company card. I just use the quad. But so I pulled the CSV reviews, and then I dropped my prompt in here. And you can see that quad did all of the work for me, and it extracted a lot of those insights that Sarah was talking about on Tuesday. So their relationship with money, the authority signals, their current life stage, these are all things that I identified when Sarah was talking. I just dropped them into I actually dropped it into Claude from Whisper and said write me a prompt for this. And now Claude has done all of the work for me. Now what you can do is you can keep going in this conversation and just, like, finish the conversation with Claude to get to an ad concept. Or what you can do is you can download this document just like Jake was showing too. He has all the all of these documents. And then you can go put it in a Claude project. A Claude project is kind of like chat GPT a custom chat GPT. So when you ask a question from a Claude project, you're asking a question with this additional context in mind. So whenever you ask a question that's relevant to the additional files that you've uploaded here, Claude has access to those. So the way that I kind of think about it is, like, if I just asked an open ended question to Claude in a chat, it would reference the Internet and, like, the world's knowledge to answer my question. But when I ask it in a project, it can reference the context that I've already given it. So it can be much more brand specific. So if you work for an agency, I highly recommend having a project for every single one of your brands. But if you work for a brand, you can have a project for each of your products or a product for each of your customers or a product for each of their awareness stages or your offers if you wanna ask questions that are specifically relevant to that thing. So in this case, I just uploaded the CSV reviews, and I uploaded that information that I got just just now from Claude. And now I can ask questions inside of this project that are specifically about about Buoy. Now the other thing that you can do is a Claude skill. So Claude skills, you can upload over here when you click customize skills. This really intimidated me, to be quite honest, at the end of last year. I was like, what's a skill? What's a tool? What's a project? I was so confused. Skills, really they don't have to be that hard. A skill to me, and I'm probably dumbing this down way too much, is just kind of a prompt, but the prompt is about a framework or a process that you go through. So when I showed you that you had a document that was specifically about Buoy, about their customers, about their reviews, about their products, That's very brand specific, but I like to use skills for processes that I go through every single time. So Jake, for example, had his creative strategy process. That's something that I would turn into a skill. And then what happens is no matter what project or conversation even you're in, if you reference a process that you go through such as hook writing or ad concepting or funnel stage mapping or review analysis. If you have a skill for it, Claude will recognize that you're trying to do that thing, and it will use the skill and read the prompt and follow your process. So I know this sounds a little bit complex, but for example, when I kinda like brain mapped Sarah's process into Claude, I also asked it to make me a skill, and it called it customer psychology research. And you can see this is just just the description of the skill, and then it explains at the top what the skill is. You don't have to write this. You can just say, Claude, turn this into a skill, and then you come in here and you install it. And Claude has mapped her whole process. So now when I go into a project, I can just ask a question, like, like, use trigger moments to give me some ad concepts for my customers who are using the hydration drops, and then it will trigger this skill, and it will follow the skill and use it to help with its answer. So here's an example that I did for Motion. I have a project from Motion as well. And since I'm talking about Motion, let me also offer a piece of advice about Motion. Obviously, I work for Motion, and we don't have customer reviews. We have customer conversations. So someone on our team who's very, very smart, way smarter than me, hooked me up to be able to scan through all of our customer conversations through HubSpot because we record our conversations with something called Gong. So I can access all of those conversations and ask questions about the about our customers. So what I did was I used that to generate some insights about our customers, and I uploaded here into the project. And then I came into this project, and I asked the question, find three different micro moments from our unsophisticated audience, which is an audience that identified, turn them into messaging angles with three hook options each. This will be for our book a demo campaign. So this might not mean a lot to you, but this meant something to me. I was very specific. And Claude triggered Sarah's customer research skill. It also triggered my creative strategy skill, and it also triggered a hook writing skill. So all of the different processes that I go through to help it come up with this information. So it's pretty powerful. What I find is that when you do all of this work upfront and you empower Claude with the the information, the context that it needs, and the processes that you go through, you can get to great outputs in a matter of seconds. As a matter of fact, while I've been on this off-site, I went into my Claude project for motion, and I said, can you make me a landing page? And it made it in ten seconds, which is, like, crazy. So I hope this is helpful for those of you who might be still very new to Claude. I saw a lot of questions about ChatGPT versus Claude, high level. I think a lot of people have always known that Claude has been better for copywriting, quote, unquote, but there's a lot of other reasons why people like to use Claude. This is one of them just with the the the control that you can have. But I also wanna mention that I have a few TikToks as well going like, mapping my entire process over the last few months where I've tried to use Cloud projects and Cloud skills and, like, gone through this process myself. So if you wanna check out my TikTok, you might have already. But, also, I found Jake on TikTok. So follow us on all on TikTok. But, yeah, that's my that's my little spiel for today. Okay. What are my handles? Alysha from Motion. Okay. Awesome. Okay. Maybe I actually do have to share my screen one more time. I'm gonna go ahead and share some swag winners for the week. Let me see. Okay. Swag homework winner for the first over the wall and detailed and now oh, you did your homework first this week. Valeria, you did your homework this week first. Congratulations. You got our that's an insight or opinion shirt. So many people want this shirt. I also want this shirt. I am patiently waiting for this shirt to arrive at my doorstep. Another swag winner, lurk for the win. I wasn't around for the second half of Tuesday's presentation. Did I miss an inside joke? But it seems like whatever lurk for the win means, Adolphus, won for lurk for the winning by random selection. Okay. And then we also have top social poster of the week. Corey, congratulations. You also get some swag. And then we've got some community MVPs this week, Adam, for sharing lots of AI techniques in the working with AI channel, Lana, for applying what she learned in week one to a new UGC video in study hall, and Serenity for asking for help with navigating her new career and using the community get to get support and direction. We love to see it. Thank you so much for all of the interaction and the community that I'm seeing in the Slack channels. Been I've a little bit more absent this week, but I'll get back to you guys over the weekend. And I'm so excited to keep chatting with you guys. Thank you so much. And I don't wanna keep you guys too much longer. But yeah. Thank you, and we'll see you next Thursday. You guys wanna say goodbye? Hi. Good to see you all. Thanks, everybody. Bye. Thank you.