James Lett

BTS Marketer for two major celebrity CPG brands and a Mushroom Coffee Alternative company. Over $15 mil in ad spend for over 30+ brands since 2020.

[James Lett @jlett12]

Technology connects the world yet society feels more alone than in the past; try this and go meet someone new

[James Lett @jlett12]

@IAmAlenSultanic Welp, time to launch another offer

[James Lett @jlett12]

@HashirBaig_ Me

[James Lett @jlett12]

@karlocreates Free

[Karlo @karlocreates]

You suck at creative strategy because you're using your conscious mind to come up with ad ideas

And creativity doesn't work that way

Most people in ecom never even scratch the surface of how deep you can go with marketing and creative strategy

They don't study psychology. They don't study human behavior. They don't think about how to emotionally move people with their ads.

And when I say "emotionally move," I don't mean throwing some generic "this changed my life" bs in your script

I mean understanding how to get people emotionally invested in watching your ad. How to trigger the specific psychological states that lead from attention to action. How to tap into primal desires and fears that have driven human behavior for thousands of years.

This is how most "creative strategists" do their job:

>Ok let me come up with 5 ad ideas for this week
>Opens Facebook Ad Library
>Rips scripts from competitors
>Adjust it a bit using shitty ChatGPT/Claude prompts
>Prays it hits

This approach is very shallow and here's why:

When you force yourself to brainstorm on demand, you're using your conscious mind. That part of your brain can only process 7 pieces of information at once and is designed for logical, sequential thinking. Not creativity.

Your conscious mind is good for execution, bad for innovation.

Breakthrough ad ideas come from your unconscious mind

This is the part of your brain that makes unexpected connections and processes thousands of inputs simultaneously in the background (Example: When you get a sick idea while you're showering)

But

Your unconscious mind needs RAW MATERIAL to work with

You can't just sit in silence and expect winning ad ideas to appear out of thin air.

You need to feed your brain with high-quality information first by doing comprehensive market research.

And if you think you're doing market research good enough

I can GUARANTEE you can and should go deeper

Are you actually studying your market's language patterns by scraping Reddit threads and TikTok comments? Are you analyzing the emotional triggers in Amazon reviews of competing products? Are you mapping out the customer journey from problem awareness to purchase decision?

Are you researching how your target demographic consumes content? What influencers do they follow? What news sources do they trust? What language patterns do they use when describing their problems?

Are you thinking about how to make ads that people actually enjoy watching instead of "3 reasons why you need this supplement" garbage that makes everyone scroll faster? How to communicate the value of your product creatively? How to reverse engineer unaware ads and take people through market awareness stages so by the time they finish watching your video, they're ITCHING to buy your product?

Are you studying ads from other industries/niches not just to copy them, but to understand the psychological principles they're using? What desires are they targeting? What objections are they overcoming? What emotional states are they creating?

Are you diving deep into product features and benefits until you understand every possible angle you could do with your product? Every use case? Every transformation your product enables? Every desire your product can fulfil for your target demographic?

By doing all of this, you're feeding your unconscious mind the information it needs to create breakthrough concepts.

And the real sauce happens when your brain starts connecting dots between seemingly unrelated pieces of information:

Discussion about pain points you read about on Reddit + visual concept you saw while scrolling Instagram + emotional trigger from competitor research = winning ad angle

Product feature + customer language pattern + trending TikTok format = hook that stops the scroll

But you can't force these connections. You can only create the conditions for them to emerge.

The best creative strategists understand this.

Garbage in = garbage out

So you need to spend a lot more time processing and feeding your brain high-quality information.

The compound effect of this approach is insane.

The more diverse research you do across different markets, the more patterns your brain recognizes, the more creative connections it can make.

But this takes time. And most people aren't patient enough to let the process work. And it can't be automated to extreme efficiency with AI, there are no shortcuts.

Watch the video on YouTube from Rory Sutherland talking about "Are we now too impatient to be intelligent?"

And you can thank me when your entire creative strategy approach changes

[James Lett @jlett12]

@latayprime @TheEXECUTlONER_ After being at this game and seeing Sophie cuss out the ref after this play, she 100% wanted all the smoke 🤣

[Drew Fallon @drewfallon12]

DOUBLE NEWSLETTER WEEK😩 That's right!! I am sending out an extra newsie this week about Pura Vida in addition to the 23&me breakdown. Make sure you subscribe at the link in my pinned tweet to get TWO DTC financial deep dives this week

[James Lett @jlett12]

@shwnhll Are you still looking for this? My guy Tristan at Remote Media Team does exactly this

[Playmaker Betting @playmakerbet]

Everyone running to Twitter because FB & IG are down:

[James Lett @jlett12]

@shwnhll what are your thoughts on how Google’s Zero Click Generative AI experience (SGE) will affect SEO in the long-run?

Linking article below:

https://t.co/8LH2gc6wcg

[Nicole Crowell ➡️ Performance Creative Strategist @NicoleCrowell00]

1. Are you a top-tiered agency?

Yes --> You need top talent, go to Q2
No --> You probably can stick with B or C players + not worry about this

2. Can you afford to retain top talent?

Yes --> Pay them what their worth + sign non competes
No --> Let them pay themselves via outside work

Most agencies do not pay their top talent employee's well enough, they will figure this out sooner or later and leave.

[Min Choi @minchoi]

AI just changed the game in filmmaking 📽️

Creators can now generate cinema quality short films, trailers, and teasers with 100% AI in just a few hours 🤯

10 favorite examples that will blow your mind:

[Alen Sultanic @IAmAlenSultanic]

Once you put love into the offer, and not what the offer does for you, then you'll get what you want from the offer.

[Alen Sultanic @IAmAlenSultanic]

The impossible is just the unknown path/relationship/ connection between two points in time. Once this unknown becomes known, anything becomes possible.

[Sarah 🦕 @SarahLevinger]

In 2014, KFC increased the sale of one of their flagship products by 56% using a super simple psychology hack.

They spent weeks working with the team at Ogilvy to crack the code.

I’ll teach you how they did it in just 3 minutes:

[LakeShowYo @LakeShowYo]

“We’re 1 game away from an NBA championship whereas the Lakers don’t even have a name for their arena anymore”

-Michael Malone

[Barsee 🐶 @heyBarsee]

6. @Google has decided to use the superpower of GenAI for advertising.

From now on, Google AI Ads will generate ads based on the individual characteristics of the target audience

[Shawn Hill @shwnhll]

Adobe Firefly is unreal 🤯

[Shawn Hill @shwnhll]

I'm a big fan of Lasso, but here's a story I haven't shared with anyone before.

Although not related to this story, I probably wouldn't have 15k followers on Twitter if it weren't for the Lasso team. 👀

I was just getting started and maybe had a dozen or so followers but was putting out some good content.

When I was chatting with Lasso before signing up, I said if they followed me on Twitter, I'd buy it.

They did.

And then I started getting some Likes and RTs and niche site Twitter was introduced to me. The rest is history.

I also love that pic. I'm fat in it and it reminds me of how far I've come in the weight loss journey too. I got a little bigger than in that photo and have since lost ~65 pounds since then.

Life changes fast when you relentlessly pursue something more important than Netflix and Call of Duty (I still watch and play, just not nearly as much)

[Jack Appleby @jappleby]

When this guy went viral for holding a beer instead of an iPhone, @MichelobULTRA went real-time marketing.

Within 48 hours, the brand:
- made him their social spokesperson
- gave him his own merch line?!
- took him to the next PGA tour stop

A social case study + analysis 🧵:

[Barry Hott ☄️ @binghott]

@Varos_com I've been doing this FB ad stuff for 15 years and from my experience, my strong belief is that the “machine” is "learning" to get more "conversions" on 7dc1dv broad campaigns by delivering cheap impressions to warmer users.

This is not normal or good for advertisers.