CJ

DR ecom

[CJ @CopyXProfit]

You’re never tired when you’re winning.

[CJ @CopyXProfit]

@EcomTable no

[CJ @CopyXProfit]

@MaxHirsch13 hahahahahaha

[CJ @CopyXProfit]

@itsliellevin claude code custom skill that pulls reddit / forums

you’ll need a workaround skill, reddit / other sites block crawlers by default

[CJ @CopyXProfit]

✅
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[CJ @CopyXProfit]

Q2 to do list:

- sign another 8 figure co
- get a GMT diver
- Google docs maxx
- book one way flight to Marbella for summer

[CJ @CopyXProfit]

Hate to break it but reverse engineering "winning copy" from a swipe file is mostly useless.

In the same way the *slightly* above average copywriter makes his 89 page document about "Sandra, the 47 year old retired teacher living in Idaho who struggles with edema"...

It feels rigorous, it looks smart, and produces nothing actionable.

Breaking down winners = storytelling that flatters your own skills. It's ornamental. Decorative only.

Any breakdown has two parts.

Objective - the "what":

- The ad is hitting X metrics
- The hook/angle/format is Y
- Etc

Subjective - the "why":

- This is working because of this line of copy
- The structure mirrors a Halbert letter from 1973

The first part is useful. The second part is storytelling.

Like yes, I'm sure that 9 figure health brand is there because of the fascination bullets on their listicles and not the blackhat rebills lol.

People do these breakdowns because

- They get engagement

- It's flattering to believe you can see through the matrix code because you're so good at copy.

Narrative bias, surviorship bias, whatever. It's noise.

If you're good - just run tests and see what works.

[CJ @CopyXProfit]

Marketers always harp on "How dumb the average American is”

And yeah…

The average American is pretty fucking stupid.

BUT

They CAN lock in when they want to.

Doing their taxes every April...

Setting up their fantasy football lineup every Sunday...

Stuff like that.

They just aren’t gonna do it for your mini VSL on Facebook.

So here’s the actual problem, stated more accurately:

THEY DONT GIVE A FUCK ABOUT YOUR AD

Picture how you write your ads:

Cold dark room. Blinds closed. Hoodie on. Noise canceling headphones. Binaural beats. All other tabs closed. Singular focus on your Claude chat and google doc. Meticulously re-reading every line.

Versus how most people CONSUME your ads:

Sitting on the toilet, mouth-breathing, scrolling BRAINROT, 3 ragebait political posts deep, thinking about picking up their kid from baseball practice

THEY ARE NOT GOING TO TRY TO UNDERSTAND A SINGLE WORD YOU SAY

They are not going to wait for you to get to the point.

They are not going to wait for you to hedge your claim for compliance.

And they definitely aren't going to use context clues and figure out what an "endocrine disruptor" is.

So...

YOU NEED TO WRITE IN CAVEMAN LANGUAGE

1. Your hook needs to lead with the STRONGEST angle possible. Max emotion and clarify in minimum words.

Not: “Did you know certain chemicals in shampoo have shown increased risk of”

Instead: “These 3 Things In Your Shampoo Are KILLING You”

Don’t hedge your bets.

2. Use simple, emotionally changed words. Zero scientific jargon.

"ROTTING" not "degrading"
“STARVING” not “deficient.”
"BROKE" not "dysfunctional"

3. Simplify all mechanisms into ONE cause and ONE effect.

X --> causes Y

NOT: A and B can cause C in some people and D in others...

4. All mechanisms should be something a 2nd grader could draw with crayons.

“Heart goes limp and can’t pump” not “dilated cardiomyopathy"

"Gut is full of holes and trash is leaking out" not "increased intestinal permeability."

You are not writing an academic thesis.

5. Get to the point - make all your copy as concise as possible. I aim for 2000 characters or less for standard UGC/VO

--

Yes - this is all kinda obvious. But so few people ACTUALLY execute this.

Yes - if you have an IQ over 115 it’s painful to cut away the scientific rigor from your ads

BUT

A wise man once said:

Ugly ads, pretty profit.

If you're here to write poetry or academic papers, you chose the wrong profession.

[CJ @CopyXProfit]

The 5 words that spawned a top winning creative:

(FORCE your creative strategists to do this)

I work with a pet care co doing 7 figures a month on Meta.

I wrote their current #3 ad in the account.

And it came down to one bullet point.

Let me explain.

The difference between an ad worth launching and one that wastes everyone's time/money comes down to this:

Can you label it in 5 words?

Not naming the format or the angle.

But the actual IDEA that every word of the ad relates to that makes it different from the 100 other creatives running.

The bullet point for this winning ad was:

- "Pet begging for help" ad.

And that idea was unique from every other ad running.

I write this bullet BEFORE I start writing as a diagnostic to see if the concept is even worth a first draft.

Because here's what happens when you skip it:

- Strategist writes a half-baked rehash of 3 ads already in the account. Sends to production anyway.
- Editor spends 3 hours on it and burns through HeyGen credits
- Revision round if needed
- Media buyer downloads, logs in tracking sheet, launches
- Spends 3X CPA, zero conversions, gets killed

And the owner just personally funded every step of that.

AI makes this worse.

Strategists can now spin up endless "variations" of winners.

Which is fine if that's explicitly the goal. But it's usually not.

So why don't strategists do this?

Well:

- It requires thinking
- It will kill a lot of easy ads
- AI will do a shitty job if you try to outsource this step
- It forces you to actually research NEW ideas that are untested

Bottom line:

If your strategist can't put a 5-word label on what they're writing, they're wasting your money.

[CJ @CopyXProfit]

@CEOLandshark Quantum leaps - any instances in your life/biz where things 10Xed or 100Xed seemingly out of nowhere, and what you think caused it, if anything.

[CJ @CopyXProfit]

Why are dumb looking brain rot animation ads ripping in every single vertical right now?

(a theory)

I’m working with a few brands doing 7 figs a month from meta and animations are PRINTING for us.

(a few of which written by your boy ofc)

A few things stand out:

- the mechanism is SO intuitive. You can cut 90% of jargon and just show molecules doing what they do in the body. Simple, entertaining, visceral.

- they work VERY well for animating things people have EMOTIONAL connections to that can’t talk (ie, their organs, their pets, their plants, et cetera)

- it adds creative diversity (not that that’s specific to animations) but obviously meta likes seeing new things

- the economics of it only just now work. Before you had to have a team of cracked editors to do frame-by-frame. Now you fire up higgs field and cook up in 20 mins

Biggest issue right now isn’t actually script/copy imo (for me, personally at least) - it’s really getting consistent QUALITY output that doesn’t take 3 revisions rounds with editors at scale.

anyways. back to my google doc.

[CJ @CopyXProfit]

@noxecomm Stage 5 sophistication techniques ie identification with brand

[CJ @CopyXProfit]

@watchesofespion G shocks have bluetooth now if I'm not mistaken.

[CJ @CopyXProfit]

Q2 to do list:

- sign another 8 figure co
- get a GMT diver
- Google docs maxx
- book one way flight to Marbella for summer

[CJ @CopyXProfit]

@ZedNilm1 These ads are printing for us rn. Biggest lever mover here (IMO) is how intuitive they make the mechanism. You can eliminate 90% of jargon and just show a tooth rotting and it just makes sense lol

[CJ @CopyXProfit]

@C_Shelefontiuk @laytonws2 These are doing VERY well for us right now... infinite possibilities tbh

[CJ @CopyXProfit]

@niakjaw Review prev 48 hr account data + recent comments on top ads

[CJ @CopyXProfit]

@thedeoncardoza @claudeai playbook