Suleiman

creative strategist scaling health, beauty, fashion & lifestyle brands brands on meta

[Suleiman @Emperor_Sule]

if you want your creatives to do nothing but print money you needa understand these 3 pillars.

every winning ad follows these structure.

- the visual hook

this is what pulls the viewer in, what they see before clicking on the ad,

this kinda works like a youtube thumbnail, the thumbnail is the first thing a viewer sees before they decide to read the title then click.

in most cases the visual does most of the job. the goal of the visual hook is to stop the scroll and get someone to click on the ad.

- the text hook aka on-screen text

this is a killer if you're targeting unaware audiences because it preys on curiosity and makes them wanna click to see what the ad is about.

a rule of thumb when creating this is to ensure it gives very little context to what the ad is about.

here's what i mean:

- the onscreen text is the trailer/teaser

- the video (full ad) is the movie

to make people interested in binging on the movie what do you do?

you release a banger teaser/trailer that makes them so invested they wanna see the movie to the end.

reaction tiktoks (like the one in the image) are killers when it comes to this type of stuff.

- the voiceover hook

what they hear after clicking on the ad. this time they either wait and watch till the end or exit and scroll past.

your job here is retention. if what you say cannot get them to continue watching you'll end up with a declining hold rate.

therefore no one would purchase from you since they didn't watch till the end to see how your product would be beneficial to them.

all these have to work in harmony for you to see results else the ad will flop.

however the onscreen text hook is not compulsory as it's used for unaware audiences in most cases because it feeds on their curiosity and gets them to view the ad since it's an open loop or should I say it works like an open loop.

do what you will with this information.

[Suleiman @Emperor_Sule]

@ecombatman 😂i wanna be like this guy. ballin on em session$

[Suleiman @Emperor_Sule]

@nabeelazeez yep and this also applies to creative strategists as well.

[Suleiman @Emperor_Sule]

@KodyNordquist OFFER

[Suleiman @Emperor_Sule]

@ChereneAubert creative matrix✌️

[Suleiman @Emperor_Sule]

@JaceEngland1 Humanizer

[Suleiman @Emperor_Sule]

@Camicees INTERVIEW

[Emylee | DTC Creative Strategist & UGC Creator @emyleecreates]

The freelance market is the wild west right now, and creative strategists are feeling it more than anyone.

Because half of the DTC operators posting these roles don't fully understand what a creative strategist actually does yet.

I see job postings that say things like: "Scope of work: create 100 ads per week, source and manage creators, edit videos, design statics, write scripts, manage the content calendar." Salary: $70k/year.

Brother. What??

A creative strategist develops strategy. They research consumers, build angle frameworks, write briefs, analyze performance data, and make decisions about what gets made and why. That is a full, skilled, high-value job on its own.

It is not also a video editor, a designer, a creator manager, and a content coordinator simultaneously for the price of one mid-level hire.

Get clear on what a creative strategist actually does before you post the role. Because right now a lot of brands are either burning out great strategists by burying them in execution work, or hiring the wrong person entirely and wondering why the creative isn't performing.

The role is specific. Treat it that way.

[Suleiman @Emperor_Sule]

@brian_blum1 faxx bro. thought i was the only one who hated calls. a ton of info can be shared in a couple texts.

[Suleiman @Emperor_Sule]

i'm at a point in my life where mediocrity physically repulses me

i'm the best and none of you mofos can compete with that

a genius and narcissist in my own right

i wasn't born to be average, to conform, to be like everyone else

my salvation lies in carving my own path

being irreplaceable, being unstoppable, being the guy everyone looks up to

y'all cannot compete with that

[Suleiman @Emperor_Sule]

i'm at a point in my life where mediocrity physically repulses me

i'm the best and none of you mofos can compete with that

a genius and narcissist in my own right

i wasn't born to be average, to conform, to be like everyone else

my salvation lies in carving my own path

being irreplaceable, being unstoppable, being the guy everyone looks up to

y'all cannot compete with that

[Mason @CardinalMason]

The literal #1 most suicidal belief you can have is that you’re an introvert/socially anxious/don’t like people.

I was this guy until around 22. Thought I was better than everyone else and actively chose not to be social.

Life completely changed when I started interacting with random people and just trying to make them laugh. Opportunities opened up, made relationships with people I never thought possible. Everything was just less dull and boring. Every day was fun for no reason.

You cannot be a lone wolf. It’s a mental illness.

Life is meaningless without people.

[Suleiman @Emperor_Sule]

@ecomjeg mf farming engagement to sell a course lmao

[Suleiman @Emperor_Sule]

mama i made it!!

soo many inbounds.

[Suleiman @Emperor_Sule]

@pounddz now ai be spitting barz

[Suleiman @Emperor_Sule]

if you want your brand to hit 9 or 10 figures faster, you need to go beyond organic and paid ads

you need to make your brand OMNIPRESENT

authors get on podcasts and put their book on camera

immediately your brain registers: "this person is an authority, they even wrote a book"

even if the book is shit, the perception is set

podcasters and streamers with millions of views use products in their content

whether it's paid partnership or not doesn't matter

your brain sees it everywhere = must be good

majority of hollywood uses iphones in movies and tv series

free product placement that reaches hundreds of millions

microsoft surface tabs featured in every office scene you watch

your mind unconsciously thinks: "this product has to be premium to be used here"

this is omnipresence

and it's worth more than any single ad campaign

the brands dominating aren't just running ads

they're EVERYWHERE:

→ social media (owned channels)
→ paid ads (meta/tiktok)
→ influencer content (product seeding)
→ podcasts (founder interviews)
→ press (strategic pr)
→ retail (physical presence)
→ events (brand experiences)

you see them 7 different places before you even consider buying

meanwhile your brand exists in ONE place: meta ads

and you wonder why conversions are shit

SINGLE CHANNEL BRAND:
→ customer sees your ad once
→ "interesting"
→ scrolls past
→ forgets you exist in 6 seconds

OMNIPRESENT BRAND:
→ customer sees founder on podcast
→ sees influencer using product on ig
→ sees ad on meta
→ sees product in friend's house
→ sees press article
→ NOW they buy

by the time they see your ad, they already "know" you

that's why omnipresent brands convert 5x better

not because their products are better

because they're EVERYWHERE

"but that sounds expensive"

you know what's more expensive?

burning $1.7M/month on ads to cold traffic with 1.2% conversion rate

because nobody's heard of you

omnipresence LOWERS your customer acquisition cost

because when people see you everywhere, trust is built before they click

here's what you should be doing:

LAYER 1: owned media (daily content on 3+ platforms)
LAYER 2: paid amplification (meta/tiktok ads)
LAYER 3: earned media (podcast appearances, press)
LAYER 4: influencer seeding (product in hands of micro creators)
LAYER 5: strategic partnerships (co-marketing)

if you're only doing layer 2, you're leaving 80% of growth on the table

the brands hitting $50M+/year?

they're doing all 5 layers simultaneously

you're doing 1 and wondering why you can't break $3M

every month you DON'T build omnipresence:

→ competitor becomes more known
→ customer trust flows to them
→ your ad costs increase (less brand recognition)
→ their ad costs decrease (more brand recognition)
→ gap widens permanently

you can't catch up to omnipresent brands by just "running better ads"

they own the attention ecosystem

you're renting a tiny piece of it

your move:

stay single-channel and watch customer acquisition costs climb while conversions decline

or invest in omnipresence and watch your brand become unavoidable

if you're doing $1M+/mth and not actively building omnipresence across 5+ channels, you're capping your growth at $5M

the brands going past $50M are the ones customers can't escape

be everywhere or be forgotten

OmNi pREsenCE!

- emperor sule

[Suleiman @Emperor_Sule]

the default way to run UGC is dead

problem-agitate-solution formula:
"are you struggling with X? here's what worked for me. buy this product"

this worked in the past, but it's dying fast

what's actually taking spend in accounts right now?

relatable scenario-based ads

here's the difference:

say you're selling a zero-sugar drink for people with high blood sugar who still want to enjoy soda

OLD DEAD APPROACH:

"struggling with high blood sugar but love soda? try our zero-sugar alternative"

NEW APPROACH THAT ACTUALLY WORKS:

"that moment when you're craving a coke but know your blood sugar's gonna spike and you'll get that tingling in your feet..."

see the difference?

the new way references a specific moment they're actually experiencing in their daily life

those specific details might seem irrelevant but they're exactly what makes the ad feel like it's speaking directly to them

start referencing the actual moments your customer experiences daily and watch CVR go through the roof.

[Suleiman @Emperor_Sule]

@AbyssusErigo i've found that writing concepts yourself is wayyy faster and effective than using AI.

with AI you're just going back and forth wasting time to get perfect response when you could make use of your brain.

this same thing applies to research as well in certain areas.

[Suleiman @Emperor_Sule]

@yegormethod nice ragebait and see lackeys trolling in the comments.

[Suleiman @Emperor_Sule]

@benradack this hook will definitely pull in people who love to watch skits or funnny videos.

they want to know what happens in the end perhaps an explosion?

the hold rates on this would be high but CVR woulld be low due to audience mismatch

[Suleiman @Emperor_Sule]

@0x_hommie he doesn't.

he has an army of friends who do the teaching for him. leverage at scale.

[Suleiman @Emperor_Sule]

majority of these guys claiming to do big numbers are nothing but a bunch of larpers.

you run multiple 8 fig ecom brands whilst coaching 100+ students. lmfao.

the shopify screenshots only attract broke beginners who are gullible.

the guys doing the most numbers aren't even posting about it. the only time you see them in public is during podcast interviews.