Video & Creative
The First Three Seconds of a Video Ad: Build Frame One for the Eye
The eye decides on a video ad before the brain reads a word.
UGC Ad Formats: Eight Video Ad Types and When to Use Each
UGC ad formats are the containers your video message rides in.
Brand Symbolism: Label, Logo, Mantra, Symbol
Brand symbolism explained in plain words: the four marks every business carries (label, logo, mantra, symbol), how to write a mantra that paints a picture, how to hand back a label someone sticks on you, and how to design one ritual that changes who your customer is.
How to Close a VSL: Three Closes, Starting at the Product Name
How to close a VSL: the close starts the moment you name the product, not at the price.
VSL Template: Twelve Beats for the Body of a Sales Video
A VSL template in twelve beats, adapted from the hero's journey screenwriters use.
How to Write a VSL Opening That Keeps People Watching
How to write a VSL opening that keeps viewers to the offer: four lines about the viewer before a word about you, why a story beats a claim or a question, how long to stay on the problem, where your name goes, and a copy-paste AI prompt that drafts it.
VSL Retention: What Each Viewer at Your Offer Really Costs
VSL retention decides what each viewer at your offer really costs.