Table of Contents
The Interest Graph
- Advantage+ Targeting
- Speak to the Machine
- Don’t Dilute the Machine
- Optimizing the Feedback Loop
The Invisible Key
- The Five Levels of Market Sophistication
Ads They’ll Listen To
- Unaware: The Ignorant Wanderer
- Problem-Aware: The Search Begins
- Solution-Aware: Knowing There’s Help
- Product-Aware: The Hesitant Buyer
- Speaking at the Right Level
Own the Market
- Brand Positioning: Shaping the Narrative
- Product Positioning: Targeting the Right Mindset
- Strategy in Action
- Expand Your Market, Outmaneuver Competitors
- Positioning is Power
Unstoppable Campaigns
- Why You Need a Big Idea Now More Than Ever
- The Four Buckets of Big Ideas: How to Find Yours
- The Formula for Campaign Success
- How Dollar Shave Club Nailed the Big Idea
- Crafting Your Own Big Idea
- The Big Idea Is Your North Star
From Feelings to Sales
- Emotions: The Real Decision Makers
- The Emotional Spectrum: Your Arsenal of Influence
- Guilt: The Double-Edged Sword
- Fear and Greed: The Old Favorites with a Modern Twist
- Advanced Strategies for Emotional Layering
- Crafting Emotional Copy
- Emotions Are the Key
The Power of Research
- Reading the Terrain Before the Battle
- Targeting the Right Mindset
- Exploiting Their Hard Work
- Understanding the Emotional Battlefield
- Emotions Drive Every Decision
- What Makes You Irreplaceable?
- Weaponizing Research for Explosive Growth
Irresistible Offers
- Why Most Offers Fail
- The Offer’s DNA
- The Power of "Simple Complexity"
- Framing the Emotional Context
- Deconstructing the Offer
- Psychological Trigger Stacking
We All Hate Testing
- The Inefficiency of Traditional Ad Testing
- Introducing The Statistician’s Method™
- Automating Your Ad Testing
- Scaling
- Control the Narrative, Control the Outcome
Engineering Engagement
- Meta’s AI Doesn’t Care, But You Should
- The Four Pillars of Irresistible Ads
- Hooking Attention
- Repelling the Wrong Audience
- How to Turn Clicks Into Conversions
- Engineering Desire
Subtle Manipulation
- AI-Enhanced Manipulation
- Engineering Stability in Ad Performance
- Trusting the Algorithm Without Losing Control
- The Hidden Key to Long-Term Success
- A Framework for Stability
Leveraging AI
- Hacking the Algorithm
- The Silent Language of Keywords
- Predicting Desire Before It Happens
- Letting the Machine Do Your Dirty Work
- Cloning Customers for Maximum Profit
- The New Era of Psychographic Warfare
- Ethical Questions You Can’t Avoid
Mastering the Feedback Loop
- The Hidden Force Behind High-Performing Ads
- How to Weaponize Feedback Loops
- Focus on Micro-Conversions
- Purity is Power
- Keeping Your Pixel Clean
- Optimizing Your Ads with Meta's Tools
- Laser Targeting: The Final Frontier
Precision
- How to Build Custom Audiences That Convert
- The Science of Audience Building
- The Two-Step Process
- Expanding Beyond Initial Targeting
- Crafting Ads That Convert