SOP Library

Reading routes · 5 steps

Ads that worked have gone flat.

Read in this order. A § sign is a numbered section on the page; each step opens at that section.

  1. SOP 11 · §1 Why promotions tire, and how fast Refresh a promotion in order of operational drag why ads tire, and how fast; its flag gives a second view, that a good enough ad does not tire and the funnel is usually at fault
  2. SOP 11 · §2 The six changes, in order Refresh a promotion in order of operational drag six changes, cheapest first
  3. SOP 113 · §1 The problem this fixes Remix and remake a proven ad get more from the ad that works
  4. SOP 118 · §1 Why ads hit a wall Write hooks for each level of awareness why ads hit a wall as you scale
  5. SOP 122 · §3 The split Split hook effort seventy, twenty, ten what goes into the next round of hooks