wtf is a “Founder” ad?

As a Director of Paid social for Miracle Brand, I bitched and moaned to get our CEO to record ads for us until he finally caved in.

I had the scripts ready to go.

Multiple hooks…

Killer call to action with offer positioning and price anchoring that matched our landing page.

Victor, the CEO, finally recorded them one day while walking through a park in his neighborhood. Selfie stick with an iPhone vertical frame. (nope… you don’t need to look ultra-professional)

And who could have guessed,

He quickly became one of the top faces in our Meta ad account. The performance was AMAZING.

I gradually increased our ad spend.

$500/day. $1,000/day. $5,000/day. $100,000/day!

Okay… we didn’t quite crack $100k/day in ad spend. But they still crushed. You get the point.

Over the span of 2 years and scores of direct response scripts, we created 4-5 Unicorn ads together and generated millions of profitable revenue for the business on Meta and TikTok.

He never received any death threats.

It never impacted his ability to sell the brand because of keyman risk.

It. Just. Worked.

For the rest of this email, I’m just going to make fun of you for the bullshit objections circling in your head right now for “why I can’t make a Founder ad for my business.” Enjoy!

“Buhhht buhht Jhori… I’m just not good on camera. I’m camera shy…”

No problem. Actively accept your fate. You’ll make less money than your direct competitors who are able to get over this fear. Not because they have a better product or team, but because they didn’t let their fears guide their decisions. They let their brain. Being uncomfortable is exactly how you grow and become a better human. Nobody is born with an innate ability to produce winning Founder ads. Some people may have a natural inclination, sure. But hard work beats talent when talent doesn’t work hard… every. single. time. 

“Dude I just don’t have the time to record ads and content, I’m so busy….”

I get that it’s hard to sacrifice other areas of your life for something with no guaranteed return. There’s a reason why only 10% of the population are business ow…. Uhh… Wait a second. You’re a fucking business owner, right? Your job is to look at all of the potential options for success available on the table and choose the one with the highest leverage. Recording paid ads for your business, especially if you’re bootstrapped, is one of the highest leverage things you can possibly do. Did you not read the first half of this email? Skip that useless meeting. Skip your 9:00 PM doomscrolling session. Skip taking that dumb blonde out on a Friday night. Skip whatever it is that’s holding you back from scheduling out 4 hours per week to dedicate to this. You will thank me in 6 months.

“I don’t even know what to record. Do I just talk randomly at the camera? Do I need scripts?’

This is the most reasonable objection. You’ve already accepted that you need to do this, you just don’t know how.

The good news is that it’s actually way easier than you think.

My go-to formula is very simple. Each concept (script) has 4 hooks, one body, and one call to action. You record each of your 4 hooks separately so that it’s easier for your video editor to edit, AND so that you can test any winning hooks on future scripts more easily.

The body is the most difficult part to record because there’s usually a few lines you’ll need to memorize.

If there’s one piece of advice I can give you, it’s that you don’t need to be perfect. It’s okay to mess up. It’s okay if you have to record something 3 or 4 times before you nail it. That’s part of the process. And you’ll understand this once you actually start recording.

Alright soldier. Time to go to work.

Reply back to this email with your RAW Founder video files within 24 hours and I will critique it for free.

Nuff said.

Till next week,