Writing Content That Balances Creativity and Strategy

Most brands don’t have a Meta ads problem. They have a creative strategy problem. Let’s fix that. If I were building a Meta creative strategy for a hiking supplement brand, here’s exactly how I’d do it: 1️⃣ Nail the Hook—The Scroll-Stopping Moment The first three seconds make or break the ad. The mistake? Most brands talk about themselves. 🚫 “Premium electrolyte blend for peak performance.” (No one cares.) ✅ “You’re halfway up the mountain—legs shaking, out of breath. You reach for your water… but it’s not enough.” (Now they feel the problem.) Emotion first. Product second. 2️⃣ Targeted Messaging for Different Audiences You can’t talk to everyone the same way. • Serious hikers? “Stay fueled for 10+ mile treks—no cramps, no crashes.” • Weekend adventurers? “You finally made it to the summit. Don’t let dehydration ruin the view.” • Outdoor athletes? “Perform longer, recover faster—trusted by endurance athletes everywhere.” The best creative speaks directly to the person watching it. 3️⃣ Creative That Actually Converts We don’t just throw up pretty UGC and hope. We test structured creative types: 📌 Static Ads for Retargeting: High-contrast product shots + bold callouts (“Lasts 2x longer than leading brands.”) 📌 Demo Videos for Cold Audiences: Show the supplement dissolving, real hikers using it, explain the science. 📌 Story-Based UGC for Social Proof: “I used to get wrecked on hikes—then I found this.” (Problem → Solution → Transformation) 4️⃣ Data-Driven Testing to Find the 20% That Print Money Most brands run ads blind. We track: 🔥 Thumbstop Ratio – Are people even watching? 🔥 Outbound CTR – Is the hook working? 🔥 CPAs Across Angles – Which audience + message is scaling profitably? Once we find a winner, we scale it with broad targeting + aggressive budget increases. Bottom line: Scaling on Meta in 2025 isn’t about launching more ads. It’s about launching better ads, built on real strategy. Most brands are wasting money because they skip these steps. Are you?

I’ve generated $80,000,000 for DTC brands with ad creative. Steal my 7-step formula: 1. Hook - This is the most important part of an ad creative. If the audience doesn’t stop scrolling to watch your hook, the rest of your ad creative will never get seen. Make sure it’s attention-grabbing and relevant. 2. Problem/Solution - It’s incredibly important to understand your audience’s problem and showcase your product as the solution. This framework is one of the best ways to convey why they need your product. 3. Customer Reviews - Social proof is essential. Highlight testimonials, reviews, or UGC that show real people loving your product. It builds trust and credibility. 4. Benefits and Features - Go beyond basic features—focus on benefits that speak directly to your audience’s needs. Why should they care about what your product offers? Explain how these features solve their problems or make their life better. 5. Call To Action - Guide your audience on what to do next. Whether it’s “Shop Now,” “Learn More,” or “Get Yours Today,” make your CTA clear, compelling, and easy to follow. 6. Visual Appeal - People respond to visuals. Ensure your ad creative is aesthetically engaging, aligns with your brand, and matches the vibe of your target audience. 7. Testing & Optimization - An ad is never done after the first draft. Test variations, monitor performance, and continually optimize for better results. A/B testing can help you determine what resonates best. What step do you struggle with the most when it comes to this formula? 

Copy that impresses other copywriters isn't copy that converts. Copywriters love clever wordplay. We get a rush from crafting the perfect turn of phrase. But the best copy doesn't draw attention to itself. It drives results for your business. Copywriters aren't the ones making million-dollar decisions about whether to choose your solution – or your competitor's. Your ideal customers are. And they don't care how clever you are – they want to solve their own problems. So ask yourself: 👉 Are you writing to impress other copywriters? 👉 Or are you writing to move the needle on key business metrics? Because – reality check – those are two very different things. So how do you create copy that drives real business results? ✅  Start with voice of customer research – always Dive deep into customer interviews, sales calls, and user feedback. Great copy happens when you get inside the mind of your buyer like an RFK Jr brain worm. ✅ Obsess over the challenges your buyers care about What's keeping the C-suite up at night? What outcomes would transform their business? What pain points are costing them time and money? That's where you want to focus. ✅ Ditch the industry jargon Talk the way your customers talk at a barbecue, not in a boardroom. Anything that sounds like marketing speak is going to make your readers' eyes glaze over. ✅  Focus relentlessly on measurable outcomes. Stop trying to sound clever. Start obsessing over metrics that matter to the bottom line. Copywriting feels like a creative exercise. But it's much more than that. It's also a strategic business asset designed to drive growth. So channel your creativity into understanding your customer – and solving their biggest challenges. Because when your copy delivers real business results, that's what's really impressive. 🔁 Found this helpful? Hit repost to share it with others 🔔 Liked this post? Follow me, Chris Collins, for more posts like this