The Paid Ads Workbook.
The method we use to write ads for our clients, in 7 phases you work through one at a time. Finish a phase and the next one opens: from what’s true about the brand, to the buyer’s own words, the market, and a batch of ads that sell.
- 7 phases
- 50 exercises
- 104 prompts to fill in
The 7 phases
- Phase 1
Is it time to pay for reach?
Do I already know a message that works?
Your offer · What already works for free · Ready check · Your words pick your audience
- Phase 2
The brand brief
What’s true about this brand, and how does it talk?
How the brand sounds · The proof shelf · The offer in six answers · Keep asking “which means…” · The price of waiting · What we can and can’t say · Rules for the AI
- Phase 3
The buyer’s own words
Why do my best customers really buy?
Your best customers · Collect their words · One real person · From their words to a first line · Doubts and answers
- Phase 4
Map the market
What does my market already want, know and believe?
What competitors keep paying for · Score the offer · How much do they already know? · How crowded are the claims? · The middle reviews · What nobody says out loud · Why yours works when others didn’t · One big idea · What they must believe to buy · How they like to be sold to
- Phase 5
Write the batch
How do I turn the research into ads people stop for?
One belief per ad · Ten hooks from five places · Name who it’s for · Make it specific · A moment, not a statement · Open a loop · Hooks in different shapes · Before a hook ships · Write the body · Every line needs a job · Three calls to action · The edit · The compliance check · Turn feedback into rules · Plan a batch of 10
- Phase 6
Launch and learn
Which ads make money, and what do I test next?
Map the path to the sale · Judge ads on money, not clicks · How much creative you need · One body, many hooks · Test angles with images first · Before you call it
- Phase 7
Get better every week
How do I keep improving after this workbook?
Copy the winners by hand · Take one ad apart · Ten hooks a day for a week
Finish all 7 and you unlock the one-page cheat sheet to keep open every time you write. Your answers save on your device as you type, and you can print it or save it as a PDF any time.