The Creative Process I Use To Scale Past $10,000,000 With Meta Ads transcript

right now at the time of recording this my agency manages spend for five eight figure brands at a time we are a boutique agency but we have five brands in the eight figureure range we're trying to get them to sort of the mid eight fig even towards nine figures in business across all their channels and I am focusing right now on my creative process to create more winners not only the kinds of winning ads that got us from in a lot of cases one or two million up to 10 million or so but actually what we think is going to help us get to the next level as well I'm going to walk you through my exact creative process for those kinds of midsize Brands so that you can know how we're targeting New Angle creation I'm going to show you exactly the media buying setup like all the way down to the Facebook ad setup of how we launch new creative how we think about finding new angles and then how we iterate on winners to create more ads that work once we found angles that are working with our customers with as much detail as I possibly can this is the process we're actually using at AJF growth we're trying to tighten up with our clients right now I think it'll be some help to you all right I think about right now creative in a couple of different ways um I really kind of two main Pathways for the creative that we're making for for Brands and I alluded to it in the intro but there's there's two things you have to do separately and one of them is find new winning ads okay and the other is once you find Winners create more winners just like that right and I'm I've been thinking about a framework for both of those things and starting to think about them pretty differently in how we do it I think if I've made a mistake in the past it's been that I'm constantly in find new winners mode and that has led me at times to go try to create ads across um without paying enough attention to the stuff that we've done that's actually working and actually sometimes uh by taking shots in the dark it's it's probably more process than that but by just trying my best to take shots but I think instead there is a process we can use to think about um starting with angle and messaging and then um finding a clear way to test angle and messaging that is extremely low cost and that is also going to be very high upside by finding new angles and that's really the key with new angles so let's actually start there okay so here here's what we are going to do for finding new angles and and I should say by angle I mean something really specific I mean the overlap of the customer's desires and a particular benefit of the product that you're selling okay so um so much of what makes meta add and really any advertising especially performance advertising successful is finding angles that perform and then messaging those angles in a way that's compelling and interesting um you know gets attention and drives value for the customer okay so uh so you have to find those winning angles and that starts from you know all of the usual ways that starts right reading reviews reading comments on your ads might help you going looking at competitors and seeing what they're saying check out their ad libraries see if you can learn anything from what's going on there um really to try to understand what angles people are talking about in your space um really trying to hear customers express our selfin I'm not going to go too deep into this right now because I did an episode recently that if you want to hear me talk more about how to how I think about finding angles um I did an episode called the surprising creative strategy the powers meta adds to scale try and get it linked in the show notes here um but the basic concept is customers and all people all the time in fact are self-interested to the core every action we take is self-interested and great advertising does a great job of showing how the value of the product you create um ties in in clear ways to self-interest that often starts with um recognizing what the desire is of the customer thinking through what do they really want what can you understand they really want that your product can meet okay and um and then from there to figure out a way to say that in a compelling way okay and so there's some usual tricks Etc that you can think of when you you do that right so when you write hooks for example you want to write hooks that generate either curiosity fear or desire those are like the classic things that grab people's attention and so on and so you think about how to tap into that okay and those are all kind of the big picture rules but where I want to actually go more and where I want to think about a little bit more is uh is a little bit more of a clear process for developing certain kind of ads in certain ways that do this because this is the kind of research you're probably doing all the time I'm doing all the time I'm thinking about okay I've got customer launched a new product or I have a new client that's not performing well or whatever it is and and so how do I find what angles are working maybe maybe a brand is stalled out they just can't get outside of any one winning ad and can't find anything else so so what else can we find that works here okay and so I uh I have started to think about this with a really clear framework for what kinds of ads we are going to launch with the goal of testing new angles as efficiently as possible and by efficiently what I mean is I want to test as many angles as possible because I believe it is messaging first and foremost that creates value in the long run there's all kinds of different formats and styles and ugc and cgc and U you know really well-designed beautiful stuff mixed with more socially native stuff ugly type stuff you know all kinds of different formats and styles and again approaches to messaging angles that work but the first and hardest thing to do is find messaging that resonates and then execute it clearly okay and so that's what we believe is challenge number one and if that's correct then my goal has to be in my media buying process and in my ad creation process to surface angles that we think are winning and so I have started to use what we are internally calling um what we're internally calling like the 3X3 by3 approach okay uh I know there's a thing out there called 322 I don't even know what 322 is I just know it's a thing that gets reference 3x3x3 has nothing to do with that it's just a simple way of categorizing how many ads we are launching but the simple idea is this is that I'm going to find three new angles okay that I'm going to start with for anytime I'm working on a new product okay so let's just say a customer Custer comes um with yeah I always think of skincare here because I used to run a skincare brand right let's just call it a new moisturizer I want to think about three different angles for that moisturizer and then when I launch what I do is uh what we are doing is creating three what we call socially native Stills I'm going show you an example of that in a second and three um vo only explainer videos okay and I'm I'm going to tell you what I mean by that in a second as well uh so that's the basic idea so three Ang three social native sales three vo only explain videos I'm going to show you how this is going to end up looking okay in an actual um in an actual ad account uh well or at least the outline of how the ad setup will be so I'm going to share my screen now let's see we'll get it on here so this is the way the setup is going to be at the actual media buying level okay at the top level we're going to have our Evergreen CBO campaign and the notion of the Evergreen CBO campaign is just it's it's separated by product is typically how I do this this is the master campaign it is Bid capped or set with a Target row ass gold in my cases maybe a cost cap depending on the setup but this is gonna be ba so it's not ASC okay um with different ad sets all set separately um and each ad set is going to represent its own angle within that one of the clear things I would want to say right now is that this is not a creative testing campaign this is the same campaign that I've launching all my winners are in okay all my winners are in this campaign as well so not doing a separate testing campaign and when I set my bid caps in this campaign or my target Rass targets they are going to be the exact same targets as I would have for any of my past winners because if you know me you know I hate creative testing campaigns uh I think they're a giant waste of money and so this is we're going to launch new creative into these past performing campaigns we're going to force rank them against other creative on the same product okay and um and that's going to be we're going to let meta sort out whether or not these ads spend and how much they spend so this is the same ever green uh campaign that I've got before so I hope that's really clear that's how we launch new creative there's no points to creative testing campaign just Google or look on YouTube Andro FIS creative testing you will find why I think that okay um it's the biggest waste of money in many many businesses that I know of okay so there's that within that I would launch these three additional adsets now these would be new adsets on top of all the other adsets that are live there again I'm not turning off any adsets okay and each adet would would have six ads now in these cases there may be a seventh ad there may only 5 like don't hold too much to this there's no magic to the idea of this 3x3x3 idea all right um but so so the idea here though is just a way to constrain my freedom in testing a little bit I want to make it so that I don't go crazy testing one idea put a whole bunch of time and effort into one angle if I'm not sure it's going to work and I want to again create generate creative that is that I can generate fast and cheap while at the same time testing messaging in an effective way okay and I think these two ad formats help me to do exactly that and this is the key idea by leaning on these two ad formats I can uh test my messages my my angle with as much Clarity and as much uh Simplicity as possible okay so each adset is separated by angle um again it has a bid cap or Target R Target um and I'm doing three Sol native Stills for that angle and three vo only midform explainer that's actually fairly there's a reason specifically that I want that okay um and I'm to tell you that in a second I said it in this episode but I do all of this with my team from behind the scenes Studio a philippines-based design and Video Edit Studio they work with Brands they work with agencies as extensions of your team they started by being an offsho of more Staffing the staffing agency I've worked with for a long time promo on the show for a long time and then started to build up as they saw what was happening actually at AJF growth so if you like the way that I think about creative and about design and about edit thinking about how to do a good job but also to think carefully or think well about how to generate at scale to generate high volume of ads with a low cost per ad um at the same time make sure it's high quality like go check out behind the scenes Studio it's a really good cost- effective way also scalable way to extend your creative team with really high quality designers and video editors based in the Philippines you get great people working with you I really um trust appreciate them I've added team members throughout for a long time from behind the scenes Studio I'm going to go spend some time with them very soon like they're really awesome so if you are an operator or if you are an agency who's thinking about how to extend your creative team to do this exact kind of meta ads creative work and you want designers and editors to do a great job um but who are based in the Philippines go check out behind the scenes studio right now you can do that at BTS studio.

BTS studio. the link is in the show notes for that um go check them out okay so here's the socially native still this is just one simple example from um natural dog Co um I I think this ad has spent I don't really remember but uh but the basic idea here is clear product imagery because we're going for clarity first and foremost with a clear message with a clear angle so in this case the angle would be U this supplement is better than prescription medication that is only focusing on the symptoms so ditch the expensive prescription meds deal with the actual cause of skin and Cat issues so this would be for a dog with skin and Cat issues um specifically talking to customers who are using prescription meds to deal with their skinning code issues and so so you see like I can create this ad extremely fast and there's there's and I can create three versions of this extremely fast as well I can move the copy I can change the image I can change the copy but probably I'm going to keep this basic format and I'll I'll make my variations here one of two ways one possible way is that I will um keep the same copy and do three different images if I want to if I'm really confident in my messaging here um but but really want to test some different images I might do that option two would be to keep the image and Vary the copy um and and so then I could change this a little bit maybe I change the word expensive prescription to calling out the specific name of the prescription uh Med that I that I want to use or maybe I rephrase this completely um but have the same basic message okay that kind of thing okay and the goal here is keep it fast and easy what I want you to see is how cheap it is to generate this creative um and I now I'm at a point with my creative team where when I say socially native they know exactly what I have in mind we can generate a ton of these extremely fast we have a copy generation process an image generation process to where they look like this and socially native just means you know you've seen something like this Instagram copy treatment a million times so it doesn't require somebody to sit and think through careful beautiful design all you're doing is saying like this will play on social media because that's the format for it um and allows you do that you might use ugc instead of a staged photo like this who knows but that's the basic idea okay so that's what the social native still is you can do three of those fast if you come back to this chart what you'll see is what I go and do is is take the same idea but for each angle okay so again I can do that really fast and think carefully about the words that I'm putting on the screen um on the image and and go really really fast and really cheap and that allows me to test at scale okay sometimes you'll launch these and they'll just they'll just win they just win and they'll spend a whole bunch of money because the message is clear enough the product is good enough the margin is good enough the targets right the offer right all those things and you're just good to go okay so that can actually get you really really far I have an ad like this for one client that has spent like hundreds of thousands of dollars it happens and in fact I have multiple ads that have done that okay the second idea here is the vo only uh it says midterm should say midform explainer on this sheet doesn't matter um midform explainer okay now this video I don't have an example of it here for you but I just want you to think of the explainer format okay where instead of again doing some really tricky sort of staged actor Creator script that kind of thing it is a person talking to the camera um is the idea and it's just somebody walking through an idea and this is the simple format I use again I've put out content about this before about how how much I love long form explainers I I usually reference the long form in this case I'm talking about the mid form again because it's fast and it's easy and it's cheap to make and so it allows me to move quickly and test ideas quickly and I organize the content of an explainer like this a hook the body or education section okay the validation guarantee the offering CTA depending on how much information I have in there I may not have a valid guarantee section the body maybe really short like you know whatever the the length here doesn't matter that much I say 15 to 45 seconds again there's no magic to that if it goes if you can get it done in 10 seconds great if it takes you a minute 10 but it can still work quickly and you can get it done quick fine doesn't that's fine uh but you get the idea right you don't have to kill yourself to make a 50 minute a 15minute video you also don't have to kill yourself to make it the snappiest most tightly edited thing you've ever seen the point here is just get the information across in a way that's clear so to take the example I used earlier from still if I wanted to do the same thing I might actually take this exact same copy ditch the expensive prescription meds deal with the actual cause and and turn that into the hook and so I might say some something like um you know prescription uh skin medication for dogs only deals with the symptoms your dog if your dog has redness and itching uh it it needs um it needs to deal with the causes okay um and that's what the supplement does whatever something like that okay and now I'm going to go explain why that's the case validate it give the offer and go from there okay now here's the key with this idea um I'm product focused I'm really direct I'm really clear and there's all kinds of better and more interesting and compelling ways to say this in the long term but in the short term once again it allows me to do a very sort of classic explainer format for a product to say why it's good to somebody um this especially plays in some category and then what I can also do here is use either I can I can get the mic and I can record just with my podcast mic here and record the video myself um that would be very that would take me very little time to go do or I can use an AI tool like 11 Labs or something like that plus captions on screen um and I can I can get a voice over but I don't have to get um somebody looking at the screen and um recording a video because I'm not gonna I'm not going to cut between a talking head and product I'm just going to be focused on product and b-roll and that's it and it's just going to be uh voice over with caption on screen now the thing about that again is that it's fast and it's cheap and it's easy to make and that's really important because again I want to take as many shots as I can test as many ideas as I can and again many of these will perform very very well that this sort of format that you've seen a lot of times especially for problem solution type products um really can work great this simple explainer like this really can work awesome you can spend again hundreds of thousands of dollars on ads like this that can work awesome and then later on I'm going to get to this in a second you can expand your output against that message but it allows you to test the message extremely extremely cheap I use um my team in the Philippines that I use with um Behind the-scenes studio who builds these out I have an ad read for them in this episode so if you if you want to hear more about who they are and what they understand about this format it's great but they now are dialed in just like with associ Native still to what I want when I ask for this and so they can then go and organize b-roll and organize all the material to move extremely quickly on this I have to provide them with the audio that they need which again I can do via my own vo or something something like an AI tool um and so once again you can do that for three new angles for new ad really fast by the way if the editing on the midform explainer is going to get in your way if you don't have an editor I have another solution for you pick up the camera and shoot it yourself take the same idea get yourself explaining you can literally do this with no edits just have the product nearby so you can show it when you need to but once again we use this all the time this we like the sort we call this the sort of like socially native explainer or the quick explainer where this is like no edits just a just a talking head talking to the camera and it's only a talking head um set up your camera in a way that makes it decent quality video and audio it doesn't have to be great set your phone do this and shoot this yourself um and create three or four versions of it will not take you that long especially if it's scripted get a teleprompter app do it yourself and you can do this again extremely fast extremely cheap and you can use this to test new angles if you have a Creator on hand somebody on your team who can do it great um but that's another easy easy thing to do and so by doing that you can start to see try new angles in different ways you can imagine with the product that I mentioned earlier here from natural dog Co that um that you could frame this a lot of different ways right this is very much specifically framed against uh or or focused on this angle of this product not that product okay it's it's a comparison ad but you could also do this with like um a before and after type of approach to this um my dog had redness and itches and um and was shedding in these terrible ways and now it doesn't because of this product right so it has nothing to do with any other product or solution in the market is just this you can find a lot of different ways to do this um but that's what I mean by thinking about different angles for this right is that now you can take the same ad format change the angles um and CH and rip out really quickly uh these different styles okay so so that's the idea of how I'm going to do the setup for new ads now we do something like that and have done something like that for a while at agf growth but increasingly what we are going to do is make that sop for every new um angle that we create and it'll look and feel slightly different for different brands depending on their brand standards of course of course of course different brands are going to have different um things like that they're going to need to do and so this is this is this is the kind of process that ought to provide guard rails without at the same time being too restrictive right you can tweak this to get the idea the principle in play is test new angles widely and broadly and test them a way that is cheap and efficient as a way to open up new possibilities and then from there there's two next steps and that's what I'm going to walk through next okay so step two is getting really good data feedback loops now this is where you are going to be really helped if you are running manual bids okay um and that is because you do not have to go sorting through a dashboard to figure out what the return is On Any Given ad or whatever you can do a simple thing if you set up your ad account the same way that I do all right and uh and that is uh campaign set out by product or by offer if if if it's you know like a bundle or something like that that's basically a product okay campaigns separated by product and then at the adset level mostly separated by um by angle okay you can really quickly I mean even if you don't right you can just go sort your entire ad account by amount spent or you can go into one campaign one product at a time and look at amount spent total again for all your ads for that one product and if you do that okay you are going to um see very quickly which ads have spent the most money recently and if you have that categorized especially if you're Downstream from this Approach at some point as like okay here's the message or here's the angle that has worked so far now you can go and think what more ads can I create to take this message and find new ways that are compelling interesting to say it um for more people I'm GNA talk more about that in a second there are all kinds of tools out there for Creative analysis looking at all these different elements of it and I come back to my episode with Jess Bachman I did a while ago all the time Jess is gonna come back soon he is awesome he does great work he has a whole iterative creative process that I think is great it's just not the process that I've mastered I think it's harder to master than people think and so um so there are ways to to do this you know sort of digging into deeper down details of the ad account than what I tend to look at what I'm all I'm saying here is look at what ads have spent the most money especially if you're running manual bids spend is by far the leading indicator of performance so if you just sort your account by amount spent you don't need a third party tool to go figure out like what ads are performing you don't need creative reporting on those kinds of things neither as your client if you're an agency person or a media buyer just like a lot a lot of tools that I've seen like this are just basically rebuilds of the metad dashboard so far as I can sell just just go in there sort my amount spent and you can see exactly where the money is going and and how it's working and if an angle is starting to spend a lot of money then you could do that now it's possible that an ad is spending a bunch of money and you're actually not sure what the quote unquote angle is that is doing this and you can take that and because maybe it says a few different things or sort of a customer rambling about a few different things and and you know you've seen videos like that where people go all over the place and you're like well I don't know what sold them was it was it the first thing they said or the second thing they said or maybe they're just a compelling hook or like I don't know right whatever the answer is okay um you could test that with the same process right just go and and say like okay if I haven't made this kind of AD yet but I have a a piece of ugc that's performed great I'm going to test what I think the angles are here and I'm going to try angle a and angle b as far as I can tell and see if I can get more spend against that angle um because because that's the way you scale that up right but a lot of times you are going to know what the angle is again especially if you're Downstream from this let's say you launch ads in the format that I just laid out now let's say Ad set one angle one is the one that spends all the most money if that happens now you have some steps to go next so all you have to do to see your winners you don't have to go set up complicated dashboards is just sort by amount spent on those angles okay once you do that now you have some feedback and as you start to get that feedback okay now you want to go and expand the outcome now I'm not going to walk through my entire process here and there's a really specific reason for that it's because I've already done that on another episode that you can go check out um and listen to and as I'm doing this process by the way I'm going to keep coming back to it um where I get better refinement and better process unlocks and um find more of those things so you should subscribe to wherever you're watching or listening to this if you want to stay up with ways that I'm doing this like I said I've got Jess Bachman coming back soon it's one my more popular episodes ever when I had him before to talk more about this kind of stuff something I'm thinking about a ton going forward so I I think if you like this if you've made it this far you should subscribe you're G to like a lot of what's going to come after this as well okay so uh the episode you should go to in the past is called how I turn one idea into 300 ads and it's basically this portion of this next okay the expansion of the process and I I actually shared in that episode um my an actual notion link with some format Styles and all of these sort of sub styles uh sub formats within larger formats that you use and that's like the next step for me is you take the angle and then you press into it by making a bunch more creative like that so let's say some ads starts taking up 50% of your total spend it's like okay great how do I make more ads communicating that same angle and that's all you need to be thinking about when you're thinking about iterating creative it's that simple you just just go from there okay and you go take that one idea and you push harder on it um now the thing I will say about this here is that you can actually take a couple of these formats that we just did and push those F farther as well you could do more socially native Stills you can also go and think about like different imagery and you know test five different images with five different headlines now or something like that for those socially native Stills you can also go do design Stills you you know where you actually now go take some of this messaging that you know has worked and give it a real overhaul in the design you can get really creative here and that can be the next step find some formats that you're good at that you think play well that work for you if you're the kind of person who's great at picking up the camera and talking into it fantastic that's your angle EXP expansion format go do more of it right or if you have a bunch of team members who could do the same thing fantastic that's your angle expansion get lock in those things I suggested some in that other episode I've I've told you a few things that I think work really consistently but you can expand from there and that process is all you need to do to rinse and repeat for a long time and in fact I would even say that that process is basically what you scale all of your creative output against because it doesn't stop with just the one idea in 300 ads episode that I laid out for my formats okay so I told you what formats we do next at AJF growth and I'm convinced we're really good at a few particular ad formats that we make really well all the time and I'm certainly thinking about how we expand the types of ad that ads that we make and sort of keep keep sort of mastering uh new creative horizons with what's possible for us there's like you know I think about different people who show different stuff here right I think about social Savannah and her ads when I see those a lot of those have these you know really slick little edits that are really creative and catchy and she's great at that her team is just great at that kind of stuff and so she should make more of that right and maybe maybe my team will look at some of those and say like okay how can we work in those things you know somebody reaches into the computer screen and grabs something out of it and it becomes real or whatever there's all of these little like flashy little quick things that's great okay um I see some people who are just great graphic designers who make really awesome beautiful stuff or they've invested in extremely beautiful photography of their stuff and they do a great job of pulling that into excellent design work um that really ties a brand together maybe more apparel type brand or um you know Decor or you know sort of those kinds of goods where you really want to show it looking beautiful maybe that's a something that you have uniquely in your skill set or maybe you just have like a huge roster if youc creators that can do this there's a bunch of different things that are most available to you but you take those angles that work um with those products that work and you scale those up and that's the idea okay so what what I want to do so so go check that episode out how I turn one idea into 300 ads I think that will help you think about this part of the process a little bit more when my first client added firmont for landing pages and funnels post click after the ad uh we saw our spend increase by about 50% almost right away I have come to love and appreciate formont so much I'm exploring using them for other clients all the time because they are simply the best most robust best built uh funnel building software of which I'm aware that means landing pages but not just landing pages enhanced pdps so you can spin out pdps that maintain consistent messaging like I'm talking about in this episode from ad through landing page through PDP you can even do custom cart upsells relative to specific messages and offers it's just really awesome and it comes with an agency style service where you've got a manager service with it there's just amazing stuff happening all the time here including built-in AI tools that are going to make it easier for you to develop more copy really really slick there's um offer testing all the AB testing is right there in platform it's also the fastest loading software I've ever seen the simple way of thinking about it is that if you are serious about messaging to with specific messages to specific customers at scale Performance Marketing done that classic way vermod is simply the most robust best performing landing page software in existence you should go check them out now fromont commerce.com fromont commerce.com links in the show notes go check it out but I actually want to take it a step further here while we're talking about it which is okay what can we do once we have those angles to then go even further to make it better okay and I think of a couple things that we are starting to invest in more and more and build more process around and probably I'll have follow-up episodes about these okay then the first is landing pages and offers um this is something since I started working with formont particularly for one client where we're getting a lot better all the time at um being able to quickly and easily edit offers and landing page content and upsells and like all of these things that um that make it a lot easier for us to take ads that are already working and think about how to take a message and message it all the way through the funnel as clearly as possible because if you have an angle that's working you talking to a specific customer and their specific desires that's the whole idea of an angle like I said so how on the back end of the ad do you make sure that you keep talking to that customer and keep um messaging them as clearly as possible and think about maybe there's a specific offer for the person who's really concerned about using the skin and coat supplement that I mentioned earlier from natural dog Co right to take that example further who um maybe there's a specific offer for that customer if they're comparing it to their prescription meds uh that's really different than uh somebody who is just doing a straight up before and after and who's who's you know thinking more in terms of pure problem solution um I don't know you know there's and the the Lander might be different the things you say next they might be different so extending this same mentality down to the level of landing page Etc is good and and this is why I I started working with formont and why I've mentioned that for why they are also in this episode with an ad read is because I I think that uh they have made this the easiest and fastest uh of anybody available like it's just the software makes it so much faster and easier to do this than anybody else that I know of okay so that's why um so yeah landing pages um offer development those kinds of things I think go really far here offers sometimes are the biggest needle mover there is so that can be a really huge unlock to take this process and and extend it extend it even more okay um another one is um cgc this is an underrated uh thing because it is so cheap to do at so much scale um cgc is customer generated content have a post-purchase flow or work with my friends at bonafido okay I don't have a deal with bonafido but I've done that they're an earlier stage um software company that that may even still be in beta I'm not sure um but bonafido uh and I'll I'll put that link in the show notes uh for them so you can check it out uh and see if it's a fit for you it's just post purchase customer video and image collection and you can even think about seeding customers with what you want them to talk about specifically um when they get your ads but you can often get ads from customers that uh in exchange for you know some free product or something like that that really work and also help you surface more angles like this so again it's a way to sort of extend the output that you're doing it's also I think a great place for influencer seaing to go in even more and again I don't think you should be like briefing influencers too aggressively with like exactly what you want them to say in most cases I would think about that as a Creator bucket not an influencer bucket um but I would go and say okay with influencers could you just sort of seed them basically one idea hey I want you um once once they like your product you say um you know the thing that we've found most people resonate with is how this compar other products in its space u if you have that experience I would love to hear you talk about that with your people okay something like that or you'll just notice that influencers will say those things and they'll fit angles you've said before you kind of categorize them that same way all right um so that's another way you can sort of nudge Prime influencers that you're working with that you're seeding to to do that same kind of thing um creators like I I mentioned a second ago can be another way to do this creators will give you very different kinds of content in general from one another they'll even sometimes pre-inclusion packaging the content themselves this is where you may be scripting them more or you may be giving them a clearer brief where they're not really an influencer the point is not so much as they have like influence quote unquote it's just that they are sort of actors on your behalf that maybe do some ad living some script reading but again they'll give you different kinds of stuff they'll approach it in slightly different ways with slightly different language they'll look and feel a little different ages will change you have males versus females like all those things again it allows you to do the same thing use some of them to scale up new angles that are already working working for you with sort of testimonial style content Etc okay um and this is also where I think other creative agencies is a really good idea we do this certainly with some of our clients where we've worked with other creative agencies to say like we just want to add creative Firepower and here's the angles that we think are working for our customers go make stuff like this I mentioned Jess Bachman and fire team earlier um like we're doing that with Jess and a couple of other folks because they make extremely different kinds of creative than what I tend to make and what my what AJF growth tends to make and that I take is a real big win um there's not necessarily one right way here like there's different kinds of creative will speak to different people one of the principles underneath all of this of course is that creative variation and uh is part of how you generate a whole bunch of value and how you grow in scale an ad account because you can speak to with again the same angle different people right perhaps for example one piece of creative performs um differently with a 35y old female on Instagram versus even a 45-year-old female on Facebook it may just hit them a little bit differently in some way for whatever reason maybe there's a regional consideration they both have the same concern but for whatever reason people just have different preferences in different ways but they still both might have value um or might be able to get value from your product and so um creative variation is the way you reach them still versus video all those things and so expanding out your creative output is the way to do this generally a bad time to pull a creative agency in is when everything is going poorly and you need somebody to fix it um you know you're not looking for a magician you're looking for extension of things that work from people who are really good at executing those kinds of things in my experience and so that's another way you can do this so you take my one idea into 300 ads principle you start doing that and then something like it right your version of that same process again I walk you all the way through that and then you expand it out with these other channels Beyond even those those first things that I'm saying and that allows you to create a whole bunch of creative um against that and now you've built now you've gone from idea from angle testing testing those angles all the way through massive creative output okay and of course um something I working on getting better at uh in the near future something that you probably should figure out as well is how to leverage AI whenever possible here there's a bunch of different places in this process where there are Kinks or where there are where there's friction and if you can find way to ways to unkink The Kinks with AI or to ease the friction with AI go for it right there's a bunch of different ways to do this I've I've got some clients who have tested some things like this who've built their own internal processes we're embracing it more and more and finding ways to use it but it needs to fit with the best use of AI in my experience is when it fits into something that you think is strategically sound first and foremost as opposed to just using AI as a way to throw a bunch of spaghetti in the wall basically um that that there's a there's a different uh there's a different kind of mentality about how to use the tool in that case one of them is looking for magic one of them is looking for leverage um and I think you want to look for leverage not magic when you're using AI find ways to do that all right so that's the whole process from start to finish it's what we're working on most aggressively right now I'm recording this episode at the end of 2024 it's going to go through 2025 that this is where like I'm putting a bunch of my focus with me and with my team with my clients we're trying to scale it up as much as we can we've seen some early wins doing it this way right away um and we expect to see a whole bunch more hey thanks so much for watching or listening I hope this was helpful to you do follow up with behind the scenes studio and formont the link is in the show notes for both of those I've got all kinds of great episodes coming up very soon and uh I think you would love to check them out so subscribe wherever you're watching or listening so you don't miss those you can also reach out to me podcast a.com or go to asf.com for everything I'm doing I would really to hear from you um really about any of it if you think I'm an idiot please email me tell me hey Andrew you're an idiot I would love to know that and tell me why tell me why you think I'm idiot anything like that is great um I would also uh love any uh feedback about any of the episodes you've seen from me before what do you want to hear more of you have questions anything like that it's all helpful thanks again so much for watching listening I'll see you next time [Music]