$100M Performance creative systems

Hormozi could probably write an entire book about this topic alone.

It’s right up there with offers in terms of importance.

We live in an attention economy.

Knowing how to exploit the human mind to your own advantage is one of the most invaluable skills you can develop in the 2020’s.

I’ve spent over $100M of other people’s money to learn what I’m about to share with you, for free.

The goal of performance creative systems is to find Unicorn ads. That’s it. Nothing else really matters.

A Unicorn ad is an asset that can spend hundreds, thousands, tens of thousands per day, profitably, for a considerable amount of time.

I’ve seen Unicorn ads take a business from $20M to $70M.

I’ve seen a single static image spend $80k/day profitably for 4 weeks straight.

Creating one is much easier said than done.

You have to spend countless hours dissecting your data, writing briefs, managing editors, testing ads, etc.

But once you find one… it makes all the effort worth it.

Because you’re, in essence, creating a money printer.

Give Meta $1, get $3 out.

Fully legal.

It just takes time and skill.

To build a successful performance creative system, you need 3 key ingredients.

Volume, Diversity, and Consistency.

1. Produce a lot of ads

2. Make them unique

3. Do it for a long time

That’s it.

Just like hitting the gym to get in shape, there’s no secret sauce to the basic formula.

Are there things you can do to expedite your progress? Of course. Let’s chat about those as well…

The most impactful thing you can do is segment out different components of your ads.

For me, I like these 7:

1. Medium (the format of your ad)

2. Angle (the messaging of your ad)

3. Style (the production direction of your ad)

4. Profile (what page the ad is running from)

5. Landing page (the post-click url)

6. Concept vendor (who came up with the ad idea)

7. Production vendor (who produced the ad itself)

There’s a bunch of others as well. Though, in my opinion, aren’t super necessary unless you’re spending a ton of money.

1. Heuristic (cognitive bias of your ad)

2. Ad copy (separate for primary text and headline)

3. Advantage+ Enhancements (Meta’s Ai generative creative features ON/OFF)

4. Idea source (where the ad idea came from)

Use the naming conventions in your ad account wisely. Apply distinct identifiers to your ads that allow you to filter by performance.

You can literally see CAC/ROAS comparisons for images VS videos. Or your agency partner VS your internal team. It’s incredible for decision making and financial planning.

I’ve consulted with brands that had no idea they were overspending on creative resources.

Come to find out their performance was terrible compared to their internal team, which cost one fifth of the agency retainer.

Audit your stuff.

Anyways, nuff said.

Till next week.

P.S. - if you run a brand yourself and me to build these systems for you, just write me back with details.