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It’s Friday. We are going to show you how to be a marketing wizard. Your ads will grab attention like a streaker at the Super Bowl.

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Today’s Briefing

• Insight: Creative is the #1 Factor in Ad Sales 🎨

• Story: Creative Ads Drive Sales 🎨

• Action: Use Google Ads to Make Money 🧪

INSIGHT

Creative is the #1 Factor in Ad Sales 🎨

The Big Picture: Advertising creatively sells products. A study of 437 TV ad campaigns found creative ads nearly doubled the sales impact per dollar spent compared to non-creative ads.

Why it Matters: Many people underinvest in ad creativity, leaving money on the table. Increasing creativity can often pay for itself through reduced media spend.

What You Should Know: There are 5 key creativity elements…

• Originality: Rare or surprising elements that deviate from the obvious.

• Flexibility: Smoothly linking the product to various uses or ideas.

• Elaboration: Extending simple ideas into more intricate, detailed concepts.

• Synthesis: Blending normally unrelated objects or ideas unexpectedly.

• Artistic value: High-quality aesthetic elements that feel more like art than a sales pitch.

Among these, elaboration and artistic value have the highest individual impact on sales.

Combining elaboration with originality or artistic value with originality is most effective for sales, meaning originality is an essential ingredient but doesn’t work if it’s alone.

Go Deeper: Read more about this study here.

STORY

Creative Ads Drive Sales 🎨

The Big Idea: O.G. Mad Man David Ogilvy revolutionized advertising with research-based strategies and brand-building techniques.

Why it Matters: This approach transformed not just Madison Avenue, but influenced marketing practices across industries globally.

It's 1948. Ogilvy's got a vision that's about to turn the world of advertising on its head. But he's got major competitors like BBDO and McCann Erickson, and limited resources.

Ogilvy refuses to be a passive bystander in the advertising world. He recognizes that trying to beat the established players at their own game is like bringing a jingle to a research fight.

Instead, he takes matters into his own hands and decides to forge his own path. He develops the Ogilvy Method, a research-based advertising approach that would become the golden goose of effectiveness.

Then came the "The man in the Hathaway shirt" campaign, an advertising juggernaut that dominated the effectiveness ratings.

Read: Click here for a full breakdown of the Hathaway Ad.

Mastering research-based advertising was like having a license to print dollars. Brand recognition and sales improvements poured in, making Ogilvy highly sought-after in the market.

But Ogilvy no-need-for-introductions didn't stop there. He expanded his philosophy to encompass a wide range of advertising practices, including...

• Long copy (informative and persuasive)

• Brand image (creating a distinct personality)

• Honesty in advertising (respecting the consumer's intelligence)

By focusing on research and maintaining a culture of continuous learning, he continued to build his reputation and cement his status as one of the most successful and influential admen in the world.

Moreover, his approach allowed Ogilvy & Mather to have greater flexibility and adaptability, ensuring that they remained competitive in changing market conditions, like a chameleon that always changes to "profitable."

Key takeaway: Implement research-based principles for continuous improvement and advertising success.

Go Deeper: Read an overview of the Mad Men’s masterful book, Ogilvy on Advertising.

ACTION

Use Google Ads to Make Money 🧪

Ever wonder how marketers come up with killer taglines? They A/B test the shit out of everything.

Let’s say you’re a marketer hoping to bring in more foot traffic. Try using google ads with a local campaign:

Step 1 — Set Up Google Ads Campaign: Choose a Local Campaign to target customers in your geographic area. Create separate ad groups for each tagline to track their individual performance.

Step 2 - Create Taglines: Craft several taglines that emphasize unique selling points, such as "Exclusive Deals on Designer Shoes in Downtown [City Name]" or "Best Local Discounts on [Product Category]."

Step 3 — Target Audience and Keywords: Target local customers by setting geographic parameters around your store's location.

Here are some great local ads for inspiration.

Bonus: Use long-tail keywords like "best shoe store near [City Name]" or "discount [Product Category] in [Neighborhood]" to attract local searchers.

Step 4 — Launch and Monitor Campaign: Set ad rotation to "Rotate Evenly" to ensure each tagline gets equal exposure. Allocate a budget and bid strategy that maximizes local reach without overspending.

Step 5 — Analyze Results: Use A/B testing to compare the effectiveness of each tagline. Learn which tag lines resonate with your audience by measuring foot traffic metrics, such as store visits or in-store promotions redeemed, along with CTR and local search impressions.

Key Takeaway: By focusing on long-tail keywords and local relevance, you can effectively use Google Ads to test taglines and increase sales.

One Funny Thing 🤣 

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Publisher: Jordan Belfort

Editors in Chief: Brock Swinson and Davis Richardson

DISCLAIMER: None of this is financial advice. This newsletter is strictly for educational purposes and is not investment advice or a solicitation to buy or sell any assets or to make any financial decisions. Please be careful and do your own research.