Hi [FULL_NAME GOES HERE],

I just watched a team light $100,000 on fire. Not literally. But close enough.

Soooo I was auditing this account that was spending in the six figures.

They had this BEAUTIFUL creative briefing deck.

I mean, this thing was a masterpiece:

✅ Hypotheses laid out like a scientific paper

✅ Cutesy little gifs to showcase every concept

✅ Brand values articulated with surgical precision

✅ Shot sequences scripted better than most Netflix shows

It was the kind of document that creative teams frame and hang on their walls.

Just one tiny problem…

The account was BURNING TO THE GROUND.

CPAs skyrocketing. ROAS in freefall. Performance dropping faster than the S&P 500.

And you know how many new ads they were running each month with this immaculate strategy while spending 6 figures monthly?

FOUR.

That’s not a typo.

FOUR ADS.

I'll be brutally honest here.

That’s not a creative strategy.

That’s a guessing game in slow motion.

I should say: a trainwreck in slow motion.

It’s like trying to win the lottery by buying four tickets a month and being REALLY confident about your numbers.

I wanted to grab them by the shoulders and scream: “THIS ISN’T ART SCHOOL!”

Because here’s the awkward truth nobody in marketing wants to admit....

The key to winning in a Gen AI world isn’t your “brand alignment”… …or your “emotionally resonant copy” …or your “perfect hero shot.”

It’s more shots on goal. Period.

I don’t care if you have the most brilliant creative brief ever written. If you’re testing 4 ads while your competitor tests 40, you’re going to LOSE. Every. Single. Time.

This is why our team is absolutely crushing it right now with AI. Because we are laser focused on CREATING & TESTING AT SCALE.

More hooks. More angles. More weird ideas that have a chance of working out.

Look, I’m not saying quality doesn’t matter AT ALL.

...cuz you cant get away with testing 40 crappy ads.

In a Gen AI world though, quality vs. quantity is a false dichotomy.

You can make a TON of ads - and have them be very strategic, well planned and well executed.

This is why our approach has completely changed over the last year or so:

BEFORE: 5-10 meticulously crafted ads per month

NOW: 50-100 ads monthly testing different hooks, angles, and approaches.

The results?

We’ve seen CPAs drop by 30-50% on many engagements.

Not because our IQs skyrocketed. Not because our design skills got better. But because we take MORE SHOTS ON GOAL.

Soooo if you’re competing in a Gen AI world and you’re still precious about your creative, you’re literally burning money.

If you are at $50k/mo in ad spend and want to explore how to win by taking more shots on goal, hit reply with “SHOTS” and let’s talk about how we can help you scale your creative testing to find the winners that actually move the needle.

Later,

P.S. The “brand purists” are going to HATE this email. But I’m tired of watching smart marketers waste money on perfect briefs that produce four precious ads a month when they could be testing 10x more concepts.

PPS: Some goodies from our socials over here...

🤔 Subscription apps: here is why 'winning' Meta ad metrics might be killing your biz ​
careful with those wins.
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📕We ship 1000s of videos monthly. Steal our visual storytelling playbook that consistently drives 20-40%+ ROAS improvements​
even if you have no fancy equipment or editing software

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🤬 If you thought "exact match" was protecting your google ads budget, you're getting ripped off​
what the you-know-what.
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🚀 Why I break every 'statistical significance' rule after managing $100MM+ in ad spend​
I need to call out this industry myth.
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🔥 Scaling ad spend isn't about your LTV​
What I learned going from 0 to $1.5mm/month ad spend.
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😅 The $10k/day disaster that taught me the most important lesson in scaling​
here's a painful story...
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💸 The most expensive mistake I see? Scrolling Facebook Ads Library and copying what looks good.​
Find out why copying what LOOKS good/funny/cool is literally the worst strategy possible.
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PS: If you were forwarded this email, you can sign yourself up over here - or you can send over that link to a friend.