Perpetual Traffic

The System Ralph Uses to Manage $100M in Ads

Dec 20, 2022
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ADVICE

Use The Love Sandwich Creative

  • Use the "love sandwich": testimonial, demo, testimonial to boost ad performance.
  • Keep each testimonial bite short (10–15s) and end with a clear call to action.
ADVICE

Script UGC Creators For High-Impact Ads

  • Give UGC creators a simple script: quick love, demo, close with more love and results.
  • Direct them to end with a clear call to action to convert viewers into buyers.
INSIGHT

Align Messaging With Awareness Levels

  • Map ads to Eugene Schwartz's awareness levels to match messaging to buyer readiness.
  • Add a sixth level, outcome aware, to drive repurchase and nostalgia after purchase.
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