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Happy Sunday Moementum fam.

Welcome back to another Newsletter.

If you’re reading this, I hope you’re sitting back, relaxed, hydrated, and dialed in.

Me on the other hand - I am hydrated and relaxed but my apartment is a mess and my head is all over the place as I get ready to move out in a week and head to Europe with a one-way ticket and no plans to return.

The best part is I haven’t even looked for another apartment to live in either… I plan to country-hop for a month or 2 and come back when I feel ready so (fingers crossed) it’ll be an epic summer.

Today’s email is one of those practical ones where I walk you through an often skipped exercise but a very important one to scale, the 3BS framework to help you make killer ads.

Without any further ado, let’s dive right in

3 Step Framework for Killer Ads

Earlier this week, I was talking to my friend who is the CMO for a supplement company. This brand makes almost $30 million every year. Naturally the conversation flowed into talking about ad creatives and the process they use to scale

After thinking about it, I realized that I accidentally missed an important part of our ad creative process.

Realizing that we needed to do better, I quickly decided to change our approach and focus more on making more QUALITY ads rather than just making a lot of ads.

So I went back to the drawing board and made sure the team is ready to do it too - you get the first chance to try out a really easy process.

I’m calling this the 3BS Exercise

Step 1: The Who + The Why

A lot of times, we marketers get sucked into copying what works and forget about the psychology behind it.

It's difficult to create an ad without knowing who it's for and why it's being created.

To start, make a list of three types of people who would benefit from your product and explain why they should be interested in it.

Make sure to:

• Go beyond demographic data

• Get into specifics about these people and their lives

• Hyper niche

Once you complete this step it should look something like this:

Step 2: The How

How are we going to make the audience care? What creativity can we use to capture the intended audience’s attention?

This is where engaging hooks come in - the more creativity you use the better. I have a list of some of my favorites here

Now, assuming you have written out your target audiences and found a creative way to attract them, you are probably wondering how to retain them and convert them into customers?

Step 3: The What

The best part - the look and feel of your ad. The key here is to follow what’s working.

Here are the 10 go-to ad styles I like to focus on:

• The photo dump - show off different product skews and UGC of people consuming Sea Moss Transformation

• The types of list - types of biohackers, showing someone taking Sea Moss at the end

• The listicle - engagingly share multiple product benefits - improve energy, digestion, skin health

• The transition sequence - getting from point A to point B in your life with the help of (Your product)

• The Q&A - engaging way to show what (Your product) is and how it works

• The Product demo -seeing (Your product) in action with its benefits

• The before and after - showing how (Your product) is produced the history behind (Your product), and the benefits people are experiencing today

• The POV - can be in the form of an unboxing.

• The tutorial - showing how a product works

• The comedy skit: Be funny and do something for entertainment

Mix audio, visual effects, and creative storytelling to provoke an emotional response and you’re guaranteed to find some new winners to scale your business. 

The best brands in the world create content that’s entertaining and inspiring, you and I will do more of that too.

I hope this 3-step framework helps you make great ads. Let me know how it goes if you give it a try!

My goal today was to give you a framework you can apply in your business right away, hopefully, I did that with this email.

See you next Sunday.

Keep building, Moe-mentum is on your side!

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