Method
How I find your next winning ad.
Built on Eugene Schwartz's Breakthrough Advertising — the framework is older than Facebook and still decides what converts: awareness × sophistication.
- 01
Mine the customer's own words.
Reviews, comments, support tickets, refund reasons. The ad is already written in your customers' language; my job is to find it.
I read until the same phrases start repeating — that repetition is where the headline hides.
- 02
Map avatar × awareness.
Five awareness levels per avatar. Most accounts crowd into two boxes and leave the rest empty. The empty boxes are the cheap growth.
The map makes it obvious where you're overserving one crowd and ignoring another entirely.
- 03
Write angles, not variations.
Ten headlines on the same angle is one test, not ten. I write distinct angles per box and let the market vote.
Each angle is a different argument, not a different sentence — that's what makes a test worth running.
- 04
Test, kill, scale.
Small budgets, controlled variables, fast kills. Winners get the budget. The account gets smarter every round.
Nothing sacred survives. If a creative can't earn its spend, it's out by the end of the week.
Bring me your account and let's map it.