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Scroll through the shitty-ass Facebook organic feed and you'll see a tons of examples of posts that could 1:1 be unaware ads. The format is literally handed to you on a silver platter. You can take this exact image and run it as a static ad for an anti-aging offer to men over 40 or something. The mechanism could focus on sleep, anti-inflammation, or anything remotely related. Disclaimer: For these types of ads, it's crucial that there's a strong enough funnel after they click otherwise this will never work at any decent scale. P.S. ugly ads narrative is true

Before I break down this tasty ORGANIC static, I wanna talk a bit about why I share these organic posts and NOT actual ads. Reason #1: It should go without saying that the ultimate indicator whether a user will consume a certain format is organic engagement. Reason #2: If I was sharing ads (like everyone else seems to do lately, apparently) everyone would be "swiping", which really means copying/ripping for the vast majority of people here. Btw if this sounds like you, you need to be and do better. Reason #3: by sharing the organic statics, you gotta do lots of thinking, connect the dots, observe patterns and create some principles in order to translate these organic statics into great ads for your brand. You are paid to make those connections. It's your fuckin job. But if you're gonna swipe anything: swipe organic. Reason #4: I don't wanna share other people's ads and funnels. Would you like me to share your stuff? I guess not. Now if you're still reading (<3), let's jump into what makes this ORGANIC static work ↓ Messaging: • Hope: core emotion that's expressed by showing this seemingly crazy transformation is possible + permanent. • Difference: 23 vs 53 year old (30 year delta) and comparing to stem cells which is the current novel leading solution that's scientifically accepted. • Authority: UK scientists Format: • Before and after: classic move on the AI generated face, with the neat detail on those gold nodes (which I'm sure are totally random lol). • Saturated Color: red color on cell looking thing on the right of the visual center. • Background: although less noticeable, if you actually imagine this with like a grey background, it wouldn't pop as much as it does here with the blue blurred out cell background. Now this is my invitation to you to go deeper on your next concepts. Because intention ⟺ results.

What makes this (organic) static work ↓ Messaging: • Fear: health scare about lungs. • Juxtaposition: creates a contrast between a seemingly healthy activity (home cleaning) and an established unhealthy activity (smoking). • Authority: new/novel scientific study. Format: • Triangle pattern: builds visual hierarchy that hooks the eye. • Saturated Color: red color on problem cue right at the visual center. • Selective text bolding: concept's keywords are bolded in the headline to optimize consumption. Use this information wisely.

SAME exact format and principles as the last one lol And here's why even if I share 1000 of these, this type of static won't really get saturated anytime soon (at least to a large enough extent). IMO it's 2 reasons: 1. These are literally sourced from the platform's (Meta) organic feed and validated purely organically. This means that this is content that's adding value to people on the platform, so the engagement signals literally distribute to hundreds of thousands or multiple millions of people FOR FREE. So people love it and since they do, the algo does too. 2. But you could clearly argue: "When everyone starts running these statics, they won't work anymore" True in theory. But the reality is that these statics only work if they have a post-click sales process that can carry the sale. So since the static is getting the attention, what happens after the click is what's taking them through the awareness spectrum all the way to the sale. And the truth is: most people will just drop the ball on these pages. Because they either don't have the 'depth' to create these sales processes or are simply too lazy to put in the work to get there. But if you're reading this, you can be the exception. At the end of the day, it's just going deep into the fundamentals and pursuing understanding rather than a quick buck.

Okay I take it back, THIS is pure evil. Even if your brain is fried, I hope you can clearly see all the ways you can use this as inspo and adapt/model it to your offer/market. Another point here besides the messaging is actually the color selection in the visual. If you disassociate for a bit, and suddenly look at the image, the contrast of the color makes your eyes just stick to it. Once again, as all previous posts mention, after you get the (easy af) click here, it's all about what happens post click. Now take the principles out of this and start testing new things. P.S. My girlfriend's FB & IG feed is now officially optimized for unaware statics. And I'm not complaining.

Here's an example using a fake sleep supplement offer to see how stupid easy it is ↓ Step 1: Static Description (expectation of the static set by the strategist) The central visual element shows a person peacefully sleeping in a comfortable bed, with a serene expression representing the restful outcome after using the product. Two circular sub-images are positioned in the upper portion: on the left shows common sleep disruptors like a glowing phone screen, clock showing late hours, or stress symbols, and on the right displays the sleep supplement bottle/capsules alongside calming elements like chamomile or lavender. The overall visual communicates protection against sleep disturbances and achieving restorative rest. Text elements are positioned at the bottom of the image. Step 2: Copy paste this ☝️ in Gemini and use 🍌 Image or try Nano Banana from Google AI Studio (same thing) Check the image I got below using the static description as a prompt. IMO it's the perfect starting point for a good designer to nail down. During the actual design phase, you'd obviously enter your own copy and could generate all the image parts of the static individually, or use real content, so the final result is exactly what you imagined it to be. Enjoy and don't forget to be more intentional with your next static.

The concept of the "second heart" is what's really doing the heavy lifting here. Insanely strong messaging that naturally makes the market want to learn more about this seemingly weird calf-heart connection. The image elements create a vivid visual brainrot-esque effect by combining 2 illustrations: • Calves that resemble hearts. • Circled out heart on the right. But let's continue nerding out on the visual cues at play here: → Arrows to symbolize blood circulation. → Deep colors with a primary contrasty red hue that makes your eyes just stick to it. → Strategic positioning of the legs on the left and heart on the right. Since we naturally read from left to right (most of us at least), you first see these weird looking calves before making the connection to the heart. All of this so you finally glance down to read the headline and get more context that will lead you to read the 'See more' copy and/or click the CTA to learn more (if this was an ad). And the best (and most obvious) part is that you can easily create a static like this with 100% AI generated assets. Now my only ask from you is: use this info wisely. P.S. Reminder that a solid ass funnel is REQUIRED to scale this type of static (the ad is only a part of the sales process)

How I write open loops ↓ (If you don't know what an open loop is: read the RT first) 0️⃣ Internal Process + Preparation Here I'm just gonna assume you have some basic copy hygiene in place (which is very rare). And this applies beyond open loops, it's something I like to do before writing any piece of leveraged copy. Basically warm up by positioning yourself both logically and emotionally so you're aligned with who you're writing to. From understanding things like their awareness state, etc., to actually being able to feel their situation. And I'm also gonna assume that you already have a concept in place and your hook is ready to go. (won't talk about hooks here because that would make this an even bigger post) *LOW DOPAMINE WARNING* I know this stuff may sound boring and unnecessary to some of you, but no technique or strategy below will work if you don't have your fundamentals down. 1️⃣ Open Loop Position Now take another look at your hook. What we're looking for is how busy it is in terms of information. So we can decide where to place our open loop. If there's room to add an open loop in the hook directly: we're gonna tweak and/or extend the hook. If the hook is semantically packed: let's add the loop right after the hook (lead). 2️⃣ Strategies Your open loop can be pretty obvious but it always works better if it's not. Obvious ones require much less thought and are definitely better than no loops. Here are some pretty obvious strategies (with examples): • Teasing specific content later on in the video: "In the next 30 seconds I'm gonna explain why..." • Numbered lists with delays: "There are 3 reasons this works. Number 2 will surprise you" • Vague payoff: "If I knew what I'm about to share in this video, I wouldn't have to suffer with problem all these years" Less obvious ones require much more brainpower and finesse but make you more $. I can't really provide strategies for these, since they're based on creativity but here are some tools that'll help you come up with these: • Incomplete context. For example: dropping an oddly specific, intriguing detail without explaining it. • Use the unnamed 'thing' that opens the loop. The power of 'this' (example: this mistake, this outcome, this thing that did x). • Don't answer any questions that need answering right away. There's a balance between vagueness and specificity that is just right for them to drop through the loop. • Contradictions or paradoxes. Make two statements that seem to conflict. • Unanswered whys. State something counterintuitive without justification: "I'm a 40 year old woman from Alabama and I just shaved all my hair off." then continue talking about something else. Tons more other ways to go. Swipes, processes, etc. are always helpful but make sure you don't rely on them. Creativity will always be your best friend here. 3️⃣ Chiefing & Briefing Read the hook + loop a few times over to make sure it's solid. Sometimes there are some obvious things that can be fixed or improved. And sometimes you only spot them on a re-read. You also wanna be pairing the right visuals to support the loop, so make sure you clearly explain the vision to the editor. ✅ Open Loop Installed If you wanna study open loops in the wild, I'd look at: - Winners from other big DR brands. - VSLs (both in-platform and on-page, in ecom or other industries) - Viral organic content. Youtubers like Mr. Beast are pros at this stuff. But even viral Meta feed videos can be very useful. Yeah that's it. If you actually read this far 🤝 Now it's time to take this shit to the streets and write some bangers.

A mechanistic static on the menu for this week. Perfect when you want to illustrate a mechanism → benefit relationship that's directly tied to the desired outcome. If you were running something like this as an actual ad, a great approach would be: Run it straight to a bridge page themed around a study/community experience/story that's centered on the mechanism and clearly calls out who it's for (your persona) upfront. For example: "The participants were men over 40 with a history of chronic fatigue, insomnia, etc." You can easily come up with an amazing bridge page from a great static concept (or video too for that matter), or vice versa. And always remember: where there's intent, there's performance. Now go have some fun with this stuff 🧙

Hooks don't mean shit if your hold rate is garbage. Because the more of the video they consume, the more they convert (typically). So what do we do? We run an open loop on them. If you don't know what an open loop is: it's an unresolved internal question that builds enough intent for them to keep watching the video. Essentially a copywriting tool that builds psychological tension. How open loops work in the viewer's mind: - Before seeing your ad: they have a desire. You can also view it as lack (since all desire comes from lack). - The messaging in your ad promises something that reduces or eliminates that lack (directly or indirectly). - But doesn't fulfill on the promise right away. Instead it 'opens a loop' for them to get the value later on in the video. As a result, they consume so they don't 'miss out'. Btw AI is usually horrible at creating solid loops (imo at least). It can help, def don't rely on it (as with anything). Study them, observe them in the wild, work on them, and get good cuz you're gonna use them A LOT (if you haven't yet). If you wanna know how I create open loops within a script, lemme know and I can make another post on this. Have an awesome Friday!

What makes this (organic) static work ↓ Messaging: • Hope: innovation/new discovery regarding health. • Juxtaposition: eating food (established thing) vs not eating food leading the body to eat away damaged cells (unexpected function) • Authority: Japanese biologist Format: • Medical Illustration: bright vivid colors to hook the eye and instantly get the 'medical' theme across. • Face Callout: circled out face of the 'scientist' adding a face to the authority (AI generated ofc). • Selective text bolding: concept's keywords are bolded + colored in the headline to optimize consumption. Use this info wisely.

Another week, another unhinged organic static. Instead of talking about what's happening on the format here, let's focus on what's moving the needle: the messaging. How can you come up with brainrot messages like this one? It's actually easier than you think. Because this organic post here is actually leveraging an unexpected connection between health benefits and a weird mechanism. And the best news is that you have a connection to the internet, so nothing's stopping you from potentially: • Taking your offer's benefit(s) • Doing research to find ways/sources/places/activities/methods/stories that have these 'weird' connections to the benefits. • Using Claude, Gemini, and good ol' manual digging to build a strong argument/narrative that makes sense (and is hopefully true). Yes, it's that easy. I honestly think most people can pull this off. But it won't convert if you're asking Claude: "Write advertorial and make it convert pls" 🗿 Because the edge comes from the sales process as a whole. The static is for sure an important part of it, but what's hard is to get them from: "okay this is interesting lemme find out more" (static) to "I can't wait for my order to get here" (TY page). So use your mind, and not your swipes.

• Colorful circle with the desired outcome → hooks the eye • Gray image showing problem → wakes up fear • Curiosity inducing headline wi th coloring scheme → baits them to click and learn more Enjoy

For a creative strategist/copywriter: the best possible use for Nano Banana (or any image gen for that matter) is actually generating directional static references for briefing the designer. Makes it 100x easier for designers to understand the initial expectation of the layout, etc., so they can easily nail the specifics and apply visual messaging nuances. So when you're optimizing for hitrate (quality), you need to be intention-maxxing all the way throughout the creative process. Because intentionality is the mother of hitrate. And these small things compound super hard in this repeating, leveraged process. P.S. the prompt doesn't matter, just describe the image you wanna see and it'll be good enough for the designer to have a very complete picture.

Extremely unpopular opinion: the term 'angle' is useless. Because what's an angle, really?? Everyone seems to have their own definition of the term and it's always extremely vague and unhelpful (IMO). Is it the persona? The problem/symptom? Is it the core emotion? Or something else? So if we're using a term (and use it a LOT for that matter), we're basically implying that it's useful enough to convey specific information. And the term 'angle' seems extremely vague (to me at least). But if you disagree, I'd love for you to school me on what an angle really is. Otherwise, I think it's time to start getting our terminology right. 🤓

Hooks don't mean shit if your hold rate is garbage. Because the more of the video they consume, the more they convert (typically). So what do we do? We run an open loop on them. If you don't know what an open loop is: it's an unresolved internal question that builds enough intent for them to keep watching the video. Essentially a copywriting tool that builds psychological tension. How open loops work in the viewer's mind: - Before seeing your ad: they have a desire. You can also view it as lack (since all desire comes from lack). - The messaging in your ad promises something that reduces or eliminates that lack (directly or indirectly). - But doesn't fulfill on the promise right away. Instead it 'opens a loop' for them to get the value later on in the video. As a result, they consume so they don't 'miss out'. Btw AI is usually horrible at creating solid loops (imo at least). It can help, def don't rely on it (as with anything). Study them, observe them in the wild, work on them, and get good cuz you're gonna use them A LOT (if you haven't yet). If you wanna know how I create open loops within a script, lemme know and I can make another post on this. Have an awesome Friday!

Do you guys prefer creative/copy sauce or AI/process sauce?

• Colorful circle with the desired outcome → hooks the eye • Gray image showing problem → wakes up fear • Curiosity inducing headline wi th coloring scheme → baits them to click and learn more Enjoy

The concept of the "second heart" is what's really doing the heavy lifting here. Insanely strong messaging that naturally makes the market want to learn more about this seemingly weird calf-heart connection. The image elements create a vivid visual brainrot-esque effect by combining 2 illustrations: • Calves that resemble hearts. • Circled out heart on the right. But let's continue nerding out on the visual cues at play here: → Arrows to symbolize blood circulation. → Deep colors with a primary contrasty red hue that makes your eyes just stick to it. → Strategic positioning of the legs on the left and heart on the right. Since we naturally read from left to right (most of us at least), you first see these weird looking calves before making the connection to the heart. All of this so you finally glance down to read the headline and get more context that will lead you to read the 'See more' copy and/or click the CTA to learn more (if this was an ad). And the best (and most obvious) part is that you can easily create a static like this with 100% AI generated assets. Now my only ask from you is: use this info wisely. P.S. Reminder that a solid ass funnel is REQUIRED to scale this type of static (the ad is only a part of the sales process)

Okay I take it back, THIS is pure evil. Even if your brain is fried, I hope you can clearly see all the ways you can use this as inspo and adapt/model it to your offer/market. Another point here besides the messaging is actually the color selection in the visual. If you disassociate for a bit, and suddenly look at the image, the contrast of the color makes your eyes just stick to it. Once again, as all previous posts mention, after you get the (easy af) click here, it's all about what happens post click. Now take the principles out of this and start testing new things. P.S. My girlfriend's FB & IG feed is now officially optimized for unaware statics. And I'm not complaining.

What makes this (organic) static work ↓ Messaging: • Fear: health scare about lungs. • Juxtaposition: creates a contrast between a seemingly healthy activity (home cleaning) and an established unhealthy activity (smoking). • Authority: new/novel scientific study. Format: • Triangle pattern: builds visual hierarchy that hooks the eye. • Saturated Color: red color on problem cue right at the visual center. • Selective text bolding: concept's keywords are bolded in the headline to optimize consumption. Use this information wisely.

Easiest creative strategist hiring test is to just have them make 3-5 TOF static ads for your offer. First, let them do their little research and answer whatever questions they have about your market and product/offer. Then, let them make the statics. They should also write the accompanying in-platform ad copy for each ad. Tip: Don't give them access to your designer. Whether they have design skills or not, they should be able to execute the idea in Canva or sth. If they can't even do that: NGMI. Ask them to provide the brief as well. Doesn't really matter if the final static looks 'nice' or not. Because you'll be able to evaluate both visual (static structure they went with) and written copy. What you're looking for is a deep understanding of the messaging (copy & visual) required for the position. Now the key is: NEVER settle. Instead, look closely at the overall messaging of the statics they provided. Because we're mostly looking for problem state and unaware messages. And how well executed they are. Those who nail this are your potential A+ strategists. But if their messaging is off, they either need TONS of training or aren't gonna cut it. The decision is yours. As with anything, how much time and energy you want to invest in training them depends on you and your situation. 🥂

Daily reminder that if things aren't working out for you it's either: You're too lazy to dive deep into the fundamentals. Or deep down you don't really trust yourself to master the fundamentals because your subconscious believes you'll ultimately fail.

Before I break down this tasty ORGANIC static, I wanna talk a bit about why I share these organic posts and NOT actual ads. Reason #1: It should go without saying that the ultimate indicator whether a user will consume a certain format is organic engagement. Reason #2: If I was sharing ads (like everyone else seems to do lately, apparently) everyone would be "swiping", which really means copying/ripping for the vast majority of people here. Btw if this sounds like you, you need to be and do better. Reason #3: by sharing the organic statics, you gotta do lots of thinking, connect the dots, observe patterns and create some principles in order to translate these organic statics into great ads for your brand. You are paid to make those connections. It's your fuckin job. But if you're gonna swipe anything: swipe organic. Reason #4: I don't wanna share other people's ads and funnels. Would you like me to share your stuff? I guess not. Now if you're still reading (<3), let's jump into what makes this ORGANIC static work ↓ Messaging: • Hope: core emotion that's expressed by showing this seemingly crazy transformation is possible + permanent. • Difference: 23 vs 53 year old (30 year delta) and comparing to stem cells which is the current novel leading solution that's scientifically accepted. • Authority: UK scientists Format: • Before and after: classic move on the AI generated face, with the neat detail on those gold nodes (which I'm sure are totally random lol). • Saturated Color: red color on cell looking thing on the right of the visual center. • Background: although less noticeable, if you actually imagine this with like a grey background, it wouldn't pop as much as it does here with the blue blurred out cell background. Now this is my invitation to you to go deeper on your next concepts. Because intention ⟺ results.

Most ecom guys are way too tied to 'ecom'. But why is this a bad thing? Because you're actually running a business. Ecom is just the business model. And being too tunnel vision on ecom, you're often missing lots of principles you can extract from other industries. There are tons of patterns out there: • SaaS guys literally optimizing the product for retention in real time based on user feedback. • Info guys acquiring tons of new customers at a loss and driving LTV through ascension. • Agency guys having the tightest systems in order to deliver a complex service at scale. That's why you see ex-agency killers building huge brands extremely fast. You can learn from everything if you just observe.

You can't equally compare ads that are in different awareness states. That's it. That's the tweet. Nah. Lemme explain why: Naturally, at any given time and in any market, there are way more people that are less aware than ones that are more aware. And that's by A LOT, huge difference. This is ALWAYS true for every single market (it's a principle). I see too many ecom bros saying things like: "my winners are always product aware" or "problem state ads don't really work for my brand" If that's you, it's a skill issue and you're coping. But that's okay. Because this is your reminder that it's time to dig deeper into what awareness states really are.