Write ads and gather proof

When ads that used to work have gone flat, make six changes in a fixed order, cheapest first, and stop once it works again.

When a buyer wants the outcome but doesn't believe they'll get it, work through eleven kinds of proof to build their belief.

Use as the last pass on every script, email and ad: rewrite below a third-grade reading level (SOP 243 sets the bar at fifth grade), then make the call to action easy.

Use to write the opening of a paid ad so the right person notices and others scroll past, using one of four call-out types.

When an ad has pictures or sound, use contrast, likeness and scene so the visuals call out the right person alongside the words.

Use to decide where effort goes in making ads: most into the first five seconds, with many hook and body combinations tested cheaply.

Use to write the middle of an ad by choosing a benefit or cost, whose eyes show it, and when on the buyer's timeline.

Test each piece of proof against thirteen stronger-versus-weaker comparisons so a customer result persuades harder in ads and sales.

Before making an ad claim: collect your data, claim only what it supports, show it plainly, and fix the product if proof is weak.

Once one ad beats the rest: remix its footage and remake its script into many versions, keeping 20 percent of effort for new ideas.

When you need an ad that works: adapt any ad framework, run the first five of twenty, and hold the ad to the must-haves.

When you want ads that sell by teaching or naming a problem precisely: run the looking-for, new-versus-old, warning-signs, north-star or short selfie framework.

For offer-led ads: borrow a trending format, anchor a free offer, trade a gift for contact details, lead modestly, or run a contest.

When you need sign-ups or attendance for something: use curiosity-driven ads, from a flying prop to a board of striking numbers.

When ads stop scaling or you write a round of hooks: spread them across the five levels of awareness to reach colder, larger audiences.

Set up a weekly ad day that turns fifty hooks, a few meats and a few calls to action into hundreds of ads.

When you have hooks and need the body of the ad: pick from five meat formats and make three to five meats at a sitting.

Whenever you write the opening of an ad, post, email or outreach: build the call-out and the condition for value, in words and visuals.

Decide what goes into each new round of hooks: 70 percent proven, 20 percent variations, 10 percent untried, plus how many hooks to record.

When your ads depend on you: install streams that turn what the business already does with customers into a steady weekly supply of ad material.

When you run an event for customers and want to leave with ads: capture stage ads, professional testimonials and man-in-the-street soundbites.

When you record a customer testimonial or ask for one: take them through the six points in order, try a few hooks before the story, and have them say their name at the start.

When you want many customer testimonials at once: run a contest where the entry that converts best as an ad wins.

Use before choosing any lead tactic, to get the principles right first: reminders, volume, the buyer's words, clarity, cutting, proof and brand.

Use when ads bring in customers and you need more ads, to set ad volume and turn everyday business moments into ads.

Use when you make enough ads but want better ones, or more spend only raises lead cost, to strengthen hooks and assemble variations.