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Marketing News
Make VSLs easy
1. find a VSL that converts from a brand / structure that you know would work for your brand based on story, pain point etc (not direct competitor)
2. paste the transcript of that VSL into Claude and ask it to give you a breakdown of the DR elements within
3. then ask it to rewrite same structure for your product, with a unique protagonist, storyline, and inject your unique mechanism into it
4. slap 3 unique hooks and 3 visual scroll stoppers on it
5. test
New IG feature
Instagram released a new feature that isn't just a copycat of a TikTok or Snap Inc. release, and that feels oddly refreshing.
It's called Testimonials, and it will allow brands to partner with creators to create sponsored comments on a brands post or ad.
Here's how it works...
➡️ Creators write short, under-125-character messages, which they send to the brand, which get attached to the ad
➡️ Those paid comments will be pinned to the top of the comments section of the post, which obviously means it will get more visibility
➡️ Via Partnership Ads, they will have a paid partnership label automatically attached
This already happens to an extent today, so in those cases this will just make the paid partnership more overt and transparent.
For brands not doing this today, it's an interesting approach to paid creator partnerships.
It will obviously cost significantly less to partner with a creator in this way than a traditional partnership where original content is being created. But it will also likely be less impactful.
I think the most interesting application is including these types of partnerships with ambassadors or long term influencer partners to enable them to constantly comment on your content and ads throughout the partnership
Google BlackBox
Six years ago, you could see every search term that found your ads.
Today, Google is showing you around 30%.
They claim it's about privacy, but it's clearly about profit.
Look at what came out in Google's antitrust trials:
Their teams were intentionally rolling back search result quality because people were finding answers too quickly.
It's a pattern of reducing visibility while increasing profit.
And it's absolutely strategic.
When you can't see which search terms trigger your ads, you're forced to bid more broadly.
When you do, your costs go up.
So does Google's revenue.
You can still get meaningful insights - you just need to structure your campaigns differently.
Create tightly themed ad groups and use exact match keywords extensively.
This gives you reporting at both the ad group and keyword level. That's going to help you piece together what you can't see directly.
Less insight drives more reliance on Google's black box solutions.
I see many brands are stuck at 7 to 8 figures because they're cheap.
They run everything internally, minimize testing, and cut corners on everything from media buyer comp to testing new creatives.
They're also missing out on the birds eye view and intel that comes with working with a partner that oversees a ton of spend across multiple categories.
It might surprise you but a lot of 9 to 10 figure brands doing 10x the revenue do the opposite, they:
- Use top agencies
- Partner with huge names
- Invest in distribution
Being too "lean" can kill your ability to scale.
How to build an AI Creative Strategist that 100x's your brain power.
You need these 4 inputs:
1. Brand DNA
- Brand guidelines
- Tone of voice
- Customer personas
- Messaging hierarchy
2. Creative Strategy Training
- Hook writing
- Script writing
- Creative frameworks
- Persuasion psychology
3. Historical Ad Performance
- Meta account data
- Audience insights
- Winning creative performance
- Failed ad metrics
4. Computer Vision
- Creative pattern recognition
- Visual element mapping
- Gap identification
- Creative differentiation
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