THERE’S 2 MAIN
REASONS WHY YOUR
BUSINESS ISN’T
GROWING
1. You aren’t testing enough creatives
2. You don’t a have high win rate on
your creatives (enough bangers)
HIT & HOPE
vs.
A PROVEN
PROCESS
A quick story about eCom Timmy…
Day 1
Day 2
Day 3
Day 4
Day 5
3.2X
ROAS
2.1X
ROAS
1.4X
ROAS
0.9X
ROAS
0.3X
ROAS
The biggest question:
Why does
this happen?
Well…
the truth is simpler.
But it’s also
HARSH .
yo
u
rc
re
at
ive
ss
uc
k
In fact, they suck so bad,
the REAL reason you had your first
profitable day is because Uncle Zuck
gave you something called…
Y
T
I
P
C
I
F
F
TRA
“but alex,
i hav gO0d
CrEAtIvE’s!”
I can know just how good
your creatives are with
this one single
metric…
WIN
RATE.
Who here knows
what their win rate is
DOWN TO THE DIGIT?
WHAT’S WIN RATE?
ADS:
# of winning / # of tested
(including variations)
A winning ad is one that spends
above $1,000 at KPI (your BE ROAS + profit
margin) and has scalable metrics.
HOW DO YOU
INCREASE
THE WIN RATE?
The ONLY WAY to increase
win rate is to…
The ONLY WAY to increase
win rate is to…
TEST MORE.
The ONLY WAY to increase
win rate is to…
TEST MORE.
But TEST
SMARTER .
And you don’t want to
do this REACTIVELY,
when ad performance
goes to sh*t.
Do you think most
successful companies
are reactive or
proactive?
On a slow month
On a good month
On a slow month
On a good month
On a slow month
On a good month
The reason they scaled
so fast is because they
know creative is king.
SHARKS
How is it that 2 eCom brands
can sell the same products, even
using the same funnels, YET get
totally different results?
BOTTOM
FEEDERS
What do you think
makes a
difference ?
Sharks play PRO game.
Bottom feeders play
AMATEUR game.
Raise your hand
if you commit today
to becoming an
eCom shark.
Let’s see the math to
become a shark.
$120K /mo
$1K/day
average
=
$4K /day = 4 ads with
in sales
sales on
$1 MIL /mo
$1K/day
average
=
$35K /day = 35 ads with
in sales
sales on
$10 MIL /mo = $350K /day
in sales
=
350 ads with $1K/day
sales on average
40 ads tested =
4 winning ads
=
$120K/month
At a 10% win
rate…3500 ads tested
350 ads tested =
35 winning ads
=
$1 MIL/month
=
350 winning ads
=
$10 MIL/month
Your Biz → More Banger →
Next
Ads
Level
Your
The same way these companies
blew up with 1 creative
$0 - $250 mil a year in 5 years
$1 billion exit
You're only
ONE creative
away.
The reason
I know this…
Before
After
All started with
1 creative.
After seeing hundreds
of eCom businesses scale,
it comes down to 2 things :
1. Maximizing WIN RATE = Quality of the creatives
(creative systems)
2. Increasing the VOLUME of creatives tested
(creative team)
Let’s start with
increasing your
WIN RATE.
In order to increase WIN rate,
we must use 80/20% principle.
This is how most people
waste time & money
20% variation testing
●
●
●
●
●
Hook
Scroll stopper
Actor
Voiceover
B-roll
80% testing
●
●
●
●
●
New angle
New format (podcast,
spokesperson, TikTok)
New script
New authority figure
New concepts
Instead, you need to do this :
80% variation testing
VARIATIONS FROM WINNING
AD
●
●
●
●
●
Hook
Scroll stopper
Actor
Voiceover
B-roll
20% testing
●
●
●
●
●
New angle
New format (podcast,
spokesperson, TikTok)
New script
New authority figure
New concepts
The way we did this:
Before
After
We turned 1 winning ad into
10 variations of winning ads
What are the most
impactful variations of the
ads to create new winners?
HOOK
1. Shock Factor Hook: "This one small change transformed my daily energy levels!"
2. Social Proof Hook: "My daughter got tons of comments after posting this picture of me."
3. Curiosity Hook: "Warning: Before Big Pharma takes this down, check out what this can
do for your health!"
4. Pain Point Hook: "Numbness in your hands or feet? Red flag. Shooting pains? Red flag."
5. Storytelling Hook: "I spent years layering on makeup and lotions before realizing the real
secret to youthful skin."
Hook variations :
●
●
●
Captions on screen
Visuals (b-roll)
Sound (AI, human, music)
1. Risk-Free Commitment: "Try Health Secrets Formula for 30 days, and if you don’t
see results, get a full refund!"
2. Value Stacking: "For a limited time, get a free handmade acacia spoon with your
OFFER order!"
3. Urgency Play: "Only 3 left in stock – grab yours now before it’s gone!"
4. Transformational Promise: "Boost energy, support digestion, and restore vitality in
just a few weeks!"
NOT just 40% OFF
today!
1.
2.
3.
4.
5.
6.
7.
Buy 1 Get 1 FREE
Buy 2 Get 2 FREE
"Glow-Up Bundle" (cleanser, serum, moisturizer) instead
of one serum
“4 interest-free payments of $49” instead of $199 upfront
Buy 2, Get a Free Luxury Travel Bag
Buy 2, Get a Free UV Lamp
Every purchase donates 10 meals to families in need
CHUNK
SWAPS
1. Feature to Benefit Swap: Instead of "Contains cordyceps, lion’s mane,
and reishi", say "These nutrients support energy, mental clarity, and
overall wellness naturally!"
2. Before-After Swap: "I was skeptical at first… now I feel younger, sleep
better, and have more energy!"
3. Logical to Emotional Swap: "Your body is craving real nourishment. It’s
time to listen."
1. "Feel 10x more energized every day with nature-powered supplements!"
2. "Reduce inflammation, support digestion, and promote a glowing
BENEFIT complexion!"
BULLETS 3. "Balance your body naturally and feel refreshed every morning!"
4. "Packed with B12, iron, and essential vitamins for long-lasting vitality!"
5. "Say goodbye to bloating, fatigue, and sluggish mornings!"
1. Daily Routine Integration: Actor waking up energized, taking the supplement, smiling in the mirror.
2. Lifestyle Shots: Slow-motion of actor walking outdoors, enjoying fresh air, stretching, or working out.
3. Close-Up Product Shots: Bottle being opened, capsules being poured into a hand, supplement being
NEW ACTOR
taken with a glass of water.
+ B-ROLL
4. Transformation Visuals: Side-by-side of actor tired before vs. refreshed and energized after.
5. Ingredient Showcase: High-quality macro shots of key ingredients (freeze-dried organ capsules, B12-rich
foods, natural herbs).
1. "Try Health Secrets Formula for 30 days, and if you’re not seeing results,
we’ll give you your money back – no questions asked!"
GUARANTEE 2. "Experience better energy, mood, and overall health, or we’ll refund your
purchase – that’s our promise!"
3. "365-day guarantee – we stand by the quality of our product!"
That’s how you do
variation (micro) testing….
But eventually,
even those will die.
So you need to do MACRO
tests for totally new angles,
ideas & formats.
But YOU shouldn’t do it
the way most people do it.
COPYCAT
TOP G
What do banger ads
have in common?
$0 - $250 mil a year in 5 years
$1 billion exit
Your best ads are NOT going to
come from your competitors .
Your best ads are NOT going to
come from your competitors .
Now you see
how you can
improve your
win rate
on your ads?
1. Maximize WIN RATE =
quality of creatives
2. Increase the VOLUME of
creatives tested (A-player
creative team)
I’ll never forget…
I tried pushing people
on my team to higher
standards…
But in reality, I wasn’t
living up to the standard.
Why would other people
listen to YOU if you
don’t even listen to YOU?
You can’t attract A-level
talent if you are C-level
leader.
Quick exercise
What’s one thing
I’m doing wrong,
that I KNOW
I’m doing wrong,
that I could fix?
If you want to attract the best talent,
you have to become a LEADER worthy
of attracting & keeping the best talent.
So how do
you become
that LEADER?
Great leaders operate
on these principles:
1.
Insanely growth-oriented in all areas of life
(Fitness, business, relationships, leadership, spiritual)
2.
Care about their people and invest in their growth
(We spend $100,000s yearly to develop skills)
3.
Humility. Getting feedback on how to be a better
leader from their team
4.
EXTREME OWNERSHIP for everything that happens
in life & business, good & bad.
The good thing is…
You are already top
1% in the world.
But it will take that extra level
of commitment to become a
world-class leader.
And that’s why over the
next 2 days, you are going
to be challenged .
F
I
D
N
A
H
R
U
O
Y
E
S
I
O
A
T
R
D
E
T
T
I
M
M
O
C
E
R
’
U
O
!
!
Y
P
U
G
N
I
L
E
V
E
L
🚀
The key is to have the
RIGHT structure for
your level of scale.
Let me tell you the story
about eCom Chad…
$500k a month in
revenue.
80 people on his team.
3% profit margins.
LEAN IS
LAW.
LEAN TEAM
COMMANDMENTS
1.
2.
3.
4.
Quality > quantity
Brain workers > routine workers
Team overhead should be max 10% of revenue.
The lower the better .
Each person you hire must directly:
a. Buy back your time
b. Bring or save 5X+ the profit of what you’re paying them
Lean also means
smaller teams.
For the creative team,
there is one person that
could make it or break it.
The creative
strategist .
Who here has a
creative strategist
on their team but
they aren’t 10/10?
Who here TRIED to
hire a creative
strategist and they
SUCKED?
Creative strategist is the
single most important
role in your business, no
matter what scale you’re
at.
Team Structure - Org Chart:
Creative Strategist/Media Buyer + Video Editor
v
$100K - $300K/month
in revenue
Team Structure - Org Chart:
Creative Strategist
+
Creative Coordinator + Copywriter + Video Editors x2
v
$300K - $600K/month
in revenue
Team Structure - Org Chart:
Creative Strategist
+
Creative Coordinator + Copywriter + Video Editors x2
+
Media Buyer
v
$600K - $1MIL/month
in revenue
Team Structure - Org Chart:
Creative Strategist/Director
+
Creative Coordinator
Copywriter
Sr. Video Editor
Jr. Copywriter
Video Editors x3
Media Buyer
Jr. Media Buyer
v
$1MIL - $3MIL/month
in revenue
Team Structure - Org Chart:
Creative Strategist Per Country/Offer
Creative Strategist Per Country/Offer
+
+
Creative Coordinator
Sr. Video Editor
Video Editors
Copywriter
Creative Coordinator
Jr. Copywriters
Sr. Video Editor
Media Buyer
Video Editors
Jr. Media Buyers
Copywriter
Jr. Copywriters
Media Buyer
Jr. Media Buyers
v
$3MIL+/month
in revenue
When hiring your
creative strategist,
your goal should not
be to ONLY hire the
right one.
But to be absolutely
certain you don’t hire
the WRONG ONE .
This means interviewing
more people and selecting
more carefully who you
bring onboard.
x
e
L
a
t
u
“b
E
m
l
T
E
t
s
A
ow
t
”
!
t
e
n
l
a
p
w
0
i don’t RViewinG pe
inTe
NO PROBLEM!
Then waste your time training
the WRONG person for the
next few months.
“ I'd rather interview
50 people and not hire
anyone than hire the
wrong person. ”
— The Amazon Guy
WRONG PEOPLE
WILL COST YOU:
●
●
●
●
Money
Time
Energy
Love for your business
Not all creative
strategists are created
equal.
●
●
●
●
Driver (nourish, incentivize, partner)
A-Player (keep & grow)🚀
B-Player (push to A-level or FIRE) ⚖
C-Player (FIRE) 🛑
And here’s
how it will
reflect in your
business:
●
●
●
●
Driver (nourish, incentivize, partner)
A-Player (keep & grow)🚀
B-Player (push to A-level or FIRE) ⚖
C-Player (FIRE) 🛑
Make them quit
process.
Throughout recruiting, hiring and
onboarding we want to create
challenging situations where
WRONG people want to QUIT.
Make them quit
process.
They must understand it’s a fast-paced,
high-pressure environment and they
must learn & adapt very fast.
It’s better to have the
wrong person QUIT than
to keep them and waste
months or years.
Scorecar
d
Creative
Strategist
Scorecard
Raise your hand if you
have clear scorecards for
every new role you bring
into your business.
Hiring process
The biggest mistake
entrepreneurs make
when hiring:
IGNORING
WIIFM
So you know exactly what YOU
can do for them and scorecard
with results you are looking for.
The question is WHO is right for
the job and getting them in.
When hiring, most people focus on
WHO they worked for.
Don’t hire people to inflate your
EGO,
hire people to BUY BACK MORE
TIME & MAKE MORE MONEY.
You need to focus on
WHO THEY ARE more
than where they worked
or
what they accomplished.
But even the most skilled
person you hire can FUCK
UP your business.
Wanna know how?
CULTUR
E
Memo from Airbnb founder:
Once you know exactly
what you are looking
for, it’s time to hunt .
- The biggest hiring mistake is settling for the
least bad candidate due to a small talent
pool.
- A strong talent pool should have at least 100
candidates before screening begins.
- More options allow for better
decision-making rather than hiring out of
necessity.
Inbound Hiring (Candidates Apply)
●
●
●
LinkedIn Ads
Job Platforms
Freelance Platforms (Upwork, Fiverr)
Outbound Hiring (Headhunting &
Referrals)
●
●
●
Direct Headhunting
Referrals from Team Members & Industry Connections
Social Media & Networking
CONGRATULATIONS!
You just hired a ROCKSTAR
creative strategist!
Time to celebrate?
NO.
If you don’t onboard them
properly, they will fail .
One of the biggest
mistakes entrepreneurs
making with hiring.
And that’s how most
entrepreneurs approach
onboarding
(including myself in the past.)
Throwing your new team members
in the water and see if they can swim
HORRIBLE
approach.
Hiring the right
people with wrong
training & systems is
a recipe for disaster .
During onboarding
you want to send them
through a hell month.
Preboarding – Welcome email, Slack & tool access, onboarding hub with SOPs & examples. Quick Slack intro to the team.
Monday – 1-on-1 Welcome Call. Deep dive into company mission, audience, past marketing. Tool walkthrough (Ads Manager,
Analytics). Afternoon: Creative Audit (review past ads, swipe file collection).
✅ Daily Check-in & Morning Huddle.
Tuesday – Marketing strategy breakdown (funnels, creative angles, customer avatars). Afternoon: Process audit, first ad
concepts (3-5 ideas).
✅ Daily Check-in & team discussion.
Wednesday – Ad performance deep dive (CTR, ROAS, CPA tracking). Brand guidelines & voice. Afternoon: Creative brief
training, competitor research.
✅ Daily Check-in, feedback on concepts.
Thursday – First ad draft & iteration. Optimization based on insights. Afternoon: Brainstorm session, launch first test ad.
✅ Daily Check-in to refine approach.
Friday – Performance review & tweaks. Present research, ad concepts, & next steps. Afternoon: Leadership Q&A, 30-day plan.
✅ Final Check-in & weekly recap.
Post-Onboarding – Daily Slack updates, end-of-week feedback loop. Ongoing learning, testing, & creative improvements.
✅ Evaluating culture fit & team impact.
Who here has an
onboarding process
like this for every
role in their
company?
Have you ever heard of
bamboo?
In the right environment,
creative strategists
will thrive.
If A-players don’t grow
on your team,
they will find a team
where they CAN grow.
1.
Creative Strategy Mastermind Calls (1-2x/week)
2.
Performance Review (1x/week)
3.
Mentor Consulting Calls (1x/week)
4.
Ad Swipe File Updates (Ongoing, daily/weekly)
5.
Industry Networking (1-2x/month)
6.
Book Study & Implementation (1x/month)
7.
Courses & Workshops (1x/month)
8.
Performance Marketing Summits (Every 6-12 months)
9.
1-on-1 Expert Consulting (Ongoing)
This is the process just
for ONE role, but the one
that has the most impact
on the growth of your
business.
You are ONE
hire away.
Click For
Resources
Skills expectations
Data Mastery is Non-Negotiable – If you don’t get ad metrics, you’re just guessing. Spreadsheets help,
but hands-on experience with ad accounts is where the real magic happens. You need to know how to
spot trends, test hypotheses, and talk numbers with media buyers.
Copywriting is Still King – AI is cool, but if you can’t tell good copy from trash, you’re screwed. You
need to prompt AI like a pro, refine messaging, and make sure every word drives action. Native fluency
isn’t mandatory, but clear, high-impact writing is.
Creativity That Converts – No one cares about random ideas. Your job is to take a winning concept
and milk it for all it’s worth—turning one great idea into 20 killer variations. Every test needs a goal, and
if you can’t iterate, you’re wasting ad spend.
Production & Post-Production Awareness – If you don’t know the difference, you’re already behind.
You need to guide editors, videographers, and creatives to make sure the final product actually
performs—not just looks pretty.
Experience That Matters – The best strategists come from writing, comedy, or team sports—why?
Because they think fast, work under pressure, and know how to execute. If you can’t adapt, you’ll get
left behind.
Agency/Ecom Brand Experience – Knows DR marketing, data, and
scaling, but might be stuck in rigid agency thinking and struggle to adapt.
Artistic Background – Super creative with killer visuals but might struggle
with performance-driven marketing and get lost in perfectionism.
Editor Background – Solid post-production skills and footage selection,
but may lack strategic thinking and struggle to transition beyond editing.
Media Buyer Background – Data-focused and conversion-obsessed but
might be weak in creativity, writing, and hands-on production.
Brand Background – Knows single-brand strategy and brand-friendly
content but may lack DR chops and high-scale ad execution skills.
Content Creators – Knows trends, video, and engagement but might
prioritize personal projects over full-time commitments.
Production Background – Great at shoot-planning and execution, but
might struggle with DR speed and adapting to fast-paced testing.
Writing Background – Strong at messaging and copy but may take
time to learn DR-style writing and struggle with visuals.
Recent Grads – Fast learners, trend-savvy, and cost-effective, but need
hands-on training and mentorship to get up to speed.
Portfolio Review
✅ Strong DR experience, clear contributions.
❌ Red flag: Can’t explain their role.
Paid Test (Highly Recommended)
✅ Can use data to justify creative choices.
❌ Red flag: Overcomplicates data without action.
Live Interview & Practical Test
✅ Strong creative thinking, data-driven approach.
❌ Red flag: Freezes under pressure.
Reference Checks
✅ Positive feedback on execution.
❌ Red flag: Former teammates say they weren’t hands-on.
Final Review & Hiring
✅ Balanced, high-performance hire.
❌ Red flag: Weak in key areas like data or communication.
🚀 How to Identify & Hire A-Players
●
Test for Direct Response Knowledge
→ Ask them to analyze an ad’s performance & suggest improvements.
●
Look for Problem-Solvers
→ Give them a real-world scenario and see if they can provide solutions proactively.
●
Check Writing & Copy Abilities
→ Have them write a hook + CTA for an ad concept.
●
Ask About Their Learning Process
→ A-players follow e-commerce brands, UGC creators, and ad breakdowns daily.
●
Give Them an Assignment Before Hiring
→ A-players execute fast & get results even in test assignments.
Creative
Strategist
Scorecard
●
●
●
●
●
●
●
Big-Picture Thinking – You see trends before they happen and keep the
brand ahead of the competition. No small-minded thinking here.
Adaptability & Agility – Sh*t changes fast. You pivot, adjust, and execute
without missing a beat.
Work Ethic & Accountability – You own your work, meet deadlines, and
deliver results—no babysitting needed.
Clear Communication – Say what needs to be said, clearly and quickly.
Slack, email, whatever—it’s seamless.
Collaboration is Key – You work with designers, editors, and creators to
keep things flowing and efficient. No lone wolves.
Data-Driven Decisions – Numbers don’t lie. You analyze, optimize, and
tweak creatives for max conversions.
Creative Oversight – Every piece of content meets the brand’s vision and
performance goals—nothing sloppy makes the cut.
Preboarding – Welcome email, Slack & tool access, onboarding hub with SOPs & examples. Quick Slack intro to the team.
Monday – 1-on-1 Welcome Call. Deep dive into company mission, audience, past marketing. Tool walkthrough (Ads Manager,
Analytics). Afternoon: Creative Audit (review past ads, swipe file collection).
✅ Daily Check-in & Morning Huddle.
Tuesday – Marketing strategy breakdown (funnels, creative angles, customer avatars). Afternoon: Process audit, first ad
concepts (3-5 ideas).
✅ Daily Check-in & team discussion.
Wednesday – Ad performance deep dive (CTR, ROAS, CPA tracking). Brand guidelines & voice. Afternoon: Creative brief
training, competitor research.
✅ Daily Check-in, feedback on concepts.
Thursday – First ad draft & iteration. Optimization based on insights. Afternoon: Brainstorm session, launch first test ad.
✅ Daily Check-in to refine approach.
Friday – Performance review & tweaks. Present research, ad concepts, & next steps. Afternoon: Leadership Q&A, 30-day plan.
✅ Final Check-in & weekly recap.
Post-Onboarding – Daily Slack updates, end-of-week feedback loop. Ongoing learning, testing, & creative improvements.
✅ Evaluating culture fit & team impact.
Intrapreneur (nourish, incentivize, partner)
🚀
Runs creative department self-sufficiently, innovates and executes without supervision. GOLD.
A-Player (Keep & Grow) 🚀
Can 10x your business with high-converting ads. Maintains 2.5-4x+ ROAS, prevents ad fatigue, and scales
fast. Produces 5-10 winning ads weekly with minimal oversight. Drives innovation, pushes results, and
attracts other A-players. Pays for themselves by increasing ROAS and reducing CPA. Critical for scaling to
8-9 figures, freeing you to focus on strategy while they execute.
B-Player (Push to A-Level or FIRE)
⚖
Maintains but won’t significantly grow your business. Struggles to scale beyond 2x ROAS. Produces 3-5
ads weekly, but few convert. Needs direction, doesn’t optimize independently, and doesn’t elevate the
team. Breaks even—won’t drive major profit. Can support mid-7 figures but won’t push beyond. Requires
too much of your time managing instead of scaling—either level them up or let them go.
C-Player (FIRE) 🛑
Stalls growth, wastes money, and blocks scaling. Burns budget on weak ads, launching only 1-2 poor
variations weekly. Needs micromanaging, slows progress, and demotivates the team. Costs more than
they produce, losing money every month. Prevents revenue growth and drains your energy. Keeping them
means frustration, wasted resources, and a stagnant business—fire them ASAP.
Creative Strategy Mastermind Calls – Jump on calls with other top strategists, swap insights,
and break down winning ads. (1-2x/week)
Performance Review – Analyze your own ads, check ROAS, CTR, and conversion rates—tweak
for better results. (1x/week)
Mentor Consulting Calls – Book strategy sessions with experts, creative strategists, or media
buyers to refine your game. (1x/week)
Ad Swipe File Updates – Keep a running list of killer ads from top brands. Steal what works.
(Ongoing, daily/weekly)
Industry Networking – Connect with media buyers, conversion pros, and UGC creators to stay
ahead of trends. (1-2x/month)
Book Study & Implementation – Read a solid direct response, creative strategy, or consumer
psych book—apply what you learn. (1x/month)
Courses & Workshops – Enroll in online courses on creative strategy, paid media, or storytelling.
Stay sharp. (1x/month)
Performance Marketing Summits – Attend live or virtual events like Affiliate World, GeekOut, or
Ad World to keep leveling up. (Every 6-12 months)
1-on-1 Expert Consulting – Get coaching from proven creative strategists or media buyers.
(Ongoing)