Jet Lee

Creative Strategist & DR Copywriter for 8-Figure DTC Brands in Health, Beauty & Pet | Turning Research & Copy Principles into Ads That Lower CPA & Scale Spend

[Jet Lee @JetLeeCopy]

@ANDRAZ102353 @ANDRAZ102353 just opened X dm access to verified users only

[Jet Lee @JetLeeCopy]

Everyone's rushing to AI ad tools.

But AI can't tell you WHAT to test.

Only HOW to produce it faster.

This matters so much right now because there's a dangerous delusion spreading through the DTC world.

People think AI is about to solve their creative problem.

They see these shiny new tools that will generate 50 ad variations in 10 minutes.

And they think "I'm finally saved"

Spoiler: You're not.

AI is incredible at EXECUTION.

Need to swap backgrounds on 20 videos? Done in 60 seconds.
Need voiceover in 12 different accents? Click a button. Need to test 15 different hooks on the same body copy? Easy.

AI will DEMOLISH the production bottleneck.

But the real problem isn't production...

It's knowing WHICH angles, customer language, and psychological levers to test in the first place.

And AI without accurate marketing intelligence is about to help you GUESS FASTER.

Which means you're gonna burn through bad ideas at 10X speed.

And now you've just automated failure.

When people say "creative is the new targeting..."

It doesn't just mean you need MORE creative.

It means you need BETTER creative strategy.

So yeah... AI isn't going to save you, it's going to EXPOSE you.

It'll expose whether you actually understand your customer... or you're just guessing with better tools.

[Jet Lee @JetLeeCopy]

@ANDRAZ102353 @ANDRAZ102353 yours seems to be closed as well. Let me know if you wanna share another platform where I could reach out. Do you use LinkedIn?

[Jet Lee @JetLeeCopy]

@ANDRAZ102353 Hey Andraz, thanks for reaching out. Yeah I’d be open to having a conversation on whether I could help you. If you’d like to send me a DM, or I could, that’d be great and we can go from there.

[Jet Lee @JetLeeCopy]

The best creative strategy balances exploration and exploitation.

If you're only "exploiting" wins by running iterations...

You hit a plateau. And what's considered a "win" stays trapped in the same paradigm.

If you're only "exploring" by creating net-new concepts...

You're risking budget on maybes. And you lose momentum in the account.

Iterations let you stack wins within a territory.

They keep the momentum going for what's already working.

Net-new concepts help you find gaps.

New segments (this is the primary lever), new awareness levels, new pain/outcomes. That's what unlocks the next level of scale.

The key is finding the right balance.

Exploit what's working.
Explore what's missing.

[Jet Lee @JetLeeCopy]

@alecsandrull SCALE

[Jet Lee @JetLeeCopy]

Here's something backwards about how Facebook ads work...

The MORE specific you get with WHO you're talking to.

the MORE people you actually attract.

(even people completely outside your initial target.)

which sounds backwards... but think about it:

when you write for ONE specific segment and speak DIRECTLY to their exact situation...

the people you're targeting feel completely SEEN.

(which is the obvious part)

but what's cool is that even people OUTSIDE that segment start paying attention too.

because the more specific your story is...

the more BELIEVABLE, VIVID, and COMPELLING it feels.

and stories like that pull everyone in.

take this Netflix cartoon I watched recently called Swap.

it's about a bird and a woodland creature who magically switch bodies.

they start as enemies.

but once they're forced to see the world through each other's eyes... their whole perspective changes.

the show's really about empathy.

about realizing the "enemy" you've hated... is dealing with struggles you never even considered.

now... am I a cartoon bird?

no.

do I have sworn enemies I need to learn empathy for?

maybe. (story for another time.)

but did that show make a dent on how I see the world?

for sure.

because even though the premise was absurdly specific...

(talking animals swapping bodies here, not just another human being with a different age)

the emotion behind it was universal.

and that's exactly what happens with killer ads.

I'll be scrolling, stop on something that has nothing to do with my life...

and watch the whole damn thing.

whether it's an ad for divorced dads, nurses working night shifts, someone graduating college.

none of those are me.

but the specificity doesn't push me away.

it pulls me in.

so the point is:

humans are wired for stories, and specificity is what makes stories WORK.

so when you're building your next ad, get MORE specific.

tell ONE person's exact story, with all the "weird" details that make it theirs.

[Jet Lee @JetLeeCopy]

@Theeyuann Okay nice. I’ve done both Korean mask + acne remover type of niche and also working on a lash serum. So pretty familiar with targeting women + older women. Let’s chat in DM?

[Jet Lee @JetLeeCopy]

@harryecommerce What kinda AI ads? AI UGC or the animation Pixar claymation stuff going around lately? If it’s the latter I can provide that for you as a creative strategist. Backed by actual direct response copywriting, not just relying on the visuals.

[Jet Lee @JetLeeCopy]

Ad length is NOT the first factor you should be looking at.

What matters MORE is whether your script's copy beats are chained together in a logical, airtight flow from start to finish.

Some ads crush in 30 seconds because all they need is a product intro and a quick CTA.

No need for storytelling... no unique angles... none of the direct-response stuff...

Just literally "hey here's the thing, look at these cool visuals, here's why it works, go buy it, bye."

Done. HOWEVER...

Other ads NEED 90 seconds to 5 minutes.

Because to sell that SPECIFIC product to that SPECIFIC market... at that SPECIFIC awareness/sophistication level...

You gotta hit certain copy beats.

Take one typical chain of beats:

Call out the symptoms → Debunk the myths → Explain the root cause they've been missing → Tear down the failed solutions they've tried → Introduce your solution and its mechanism → Explain why it works → Show the magic moment → Close with social proof, urgency, guarantees, and scarcity.

That's not "too long." That's what's REQUIRED for that specific concept, product, and audience.

And when people drop off your ad in that instance... It's not because "attention spans are short."

It's because:

→ Your script doesn't actually need that length for your concept/market
→ Your copy beats are screwed and don't flow logically
→ Your visuals don't support the script
→ Your hook sucks

The right audience WILL watch a 5-minute ad if the conditions are met.

I'm sure many of us have seen it happen over and over.

So bottom line:

Stop obsessing over arbitrary time limits.

And start asking:

"What does THIS concept need to convert THIS audience for THIS product?"

"Are my copy beats logically connected? Am I holding attention with both copy AND visuals?"

"Does my hook actually stop the scroll?"

Because the ad that wins isn't the shortest one. Or the longest one.

It's the one where every second is doing its job, and nothing breaks.

[Jet Lee @JetLeeCopy]

Ecom & DTC brand owners:

STOP asking "what's the best video ad length for Facebook ads"

We're all asking the wrong question here.

Here's why 👇

[Jet Lee @JetLeeCopy]

I see this "black and white" platitude all the time.

Some guru posts about how "30-second ads work best because attention spans are dead."

Then another one swears by 90-second ads.

Then someone shares a 5-minute video ad that just printed $200K.

And now you're completely confused. Because here's the truth...

[Jet Lee @JetLeeCopy]

- You stop swiping and praying.
- You reverse-engineer wins at a first-principles level. - You build briefs backed by REAL understanding (not just gut feelings)

That's what separates a blind swiper from a strategist.

[Jet Lee @JetLeeCopy]

One of the HIGHEST-leverage skills in creative strategy?

Dissection.

The ability to stare at a winning ad (yours or a competitor's) and break it down layer by layer...

So you can repeat wins.

Here are the 4 layers TOP strategists see (that you may be missing)👇

[Jet Lee @JetLeeCopy]

...it's guessing disguised as "taste."

So to understand why an ad works, you have to go beyond the skin, perform an actual autopsy, and find the DNA living in the cells.

When you can do that?

[Jet Lee @JetLeeCopy]

@DigitalKaros Just DM'd you my portfolio + linkedin profile + testimonials