Kevin

Fractional Head of Creative for 7–9 Figure DTC Brands.
More revenue in 90 days or we work until you get it.
(If I fail, my Vietnamese family disowns me 🥲

[Kevin @KevinCreatives_]

@aryaguilar35 facts my christian brother

[Kevin @KevinCreatives_]

Taking on more clients made me a worse copywriter.

More brands, more briefs, less time inside each avatar.
So I started writing on autopilot.

The output looked like ads. It was slop.

Not because I can't write. Because I stopped understanding who I was writing for.

You don't write a winner. You understand one person so deeply the winner falls out of you.

When I don't know the avatar, what am I actually producing? Words on a page. Guesses with a CTA.

The fix isn't writing more. It's going back into the fundamentals until the customer is so clear I could argue with them in my sleep.

Depth beats volume. Every time.

[Kevin @KevinCreatives_]

I write 35 ad scripts a week and couldn't tell you which ones won.

Sit with how insane that is.

When did I last open the ad account to study what flopped and why? I genuinely don't know.

I'd been writing blind. Ship, move on, ship again. Faster every week. Wrong every week.

A strategist who doesn't pull learnings isn't a strategist. He's a content machine producing noise at scale.

So here's the change: every ad gets logged.

The link, hit or miss, one line on why. Once a week I sit in the account and read the whole thing back.

Volume only compounds when you learn from it.

Otherwise you just get better at being wrong.

[Kevin @KevinCreatives_]

@noxecomm just rent a coworking space?

[Kevin @KevinCreatives_]

@yvs030 2-3x max

[Kevin @KevinCreatives_]

@niakjaw writing copy by hand

[Kevin @KevinCreatives_]

@Ifekaego1 of course ads are copy.

copy is the fundamental. visuals wont work when the copy is not good. Copy is the fundamental of an good ad🤣

[Kevin @KevinCreatives_]

Most Creative Strategists fail for one reason:

They never learned the fundamentals.

They can't write without AI. They can't write by hand.

They don't know how to break down an ad cleanly, find an idea, or actually approve it.

AI does so much now that you stop noticing. It runs, you're in the flow, and nobody checks whether there's real skill behind it.

So here's my tip if I were a brand owner:

Give them a test task. Have them write a script live, right in front of you.

In five minutes, you'll see if the person knows what good copy is.
If they can't, you're paying 5,000, 10,000, maybe 15,000 euros a month for nothing.

Run more ads.

[Kevin @KevinCreatives_]

@thevslguy well a good copywriter can write by hand of experience so write live

I wrote thousands of copy without the ai era before (Ofc i do research)

[Kevin @KevinCreatives_]

@kylebrrrr @DTCChef im good bro. @DTCChef and me care about legacy and not money. Becoming the best and delivering results is more important in B2B

[Kevin @KevinCreatives_]

@kylebrrrr @DTCChef sorry man, you know every good strategist is taken and quite full. Can't take anymore

[Kevin @KevinCreatives_]

@DTCChef @kylebrrrr busy like you lmao

[Kevin @KevinCreatives_]

@AndrewWriteCopy just post fucking good content is not that deep

[Adam Papp @copywriter_adam]

Fucking right.

Tate pushed this stupid idea that "you need to suffer"...

... because he needed as many case studies to sell his shitty TRW.

You don't need to suffer to win.

You just need to be consistent and enjoy what you do.

You'll make more money that way.

[Kevin @KevinCreatives_]

@copywriter_adam Have fun and enjoy writing

[Kevin @KevinCreatives_]

"We need more Creative Diversity, our Ads are fatiguing." - CMO / Head of Growth

What the average Creative Strategist does:

[Jacob @jforjacob]

I mean, who wouldn’t want to stop anal odour for $7?

[Kevin @KevinCreatives_]

If you want to be extremly good in creative strategy you have to get used to beeing creative finding new ideas from scratch without competitors then approveed with the right data.

Be fckn creative as you should. Train your brain, consume, get creative like kids playing lego

[Kevin @KevinCreatives_]

i gonna rip this shit

[Lachezar Voynov @LachezarVoynov]

New format unlocked.

In-office thumb-fight.

About to launch this ad for a client.

It has potential to become a top-performer given how good the ad turned out to be but such ads are extremely difficult to produce.

We had to find the perfect creator, who’s not dry like 99% of the UGC creators, who could also film with a friend, in an office setting.

As an agency, our goal is to go after these big swings that no agency or brand has done before.

This is usually what allows us to ship top-spenders consistently for all the clients we are working with.

That’s why I won’t stop talking about the importance of the ad creative format for true creative diversity.

That’s what we do.

And probably that’s the reason why we’re working with brands spending $20M+ on Meta every month.

Absolutely worth it.