Jav

creative strategist
direct response

[Jav @justcopyjav]

https://t.co/thZZ4txlpb

[Jav @justcopyjav]

gratitude and compassion is a good remedy for anger and negativity

and good music

(drake)

[Jav @justcopyjav]

creative strategy is mostly a data game, constantly just testing new combinations based on what’s worked previously and figuring out why it worked based on that historical data

the creative side comes from coming up with new angles - but i still don’t think you need to be super creative for that, because all the angles are hidden in reviews, forums, comments etc - which is just more data

but if your creative strategist is actually creative (me) it’s a huge bonus, because it means they can come up with new angles instantly instead of piecing them together

90% is genuinely just knowing how to use data

[Jav @justcopyjav]

12 hour work days minimum for Q4 this year

[Jav @justcopyjav]

@JehanzebRa47057 nah i take caffiene and L theanine both in pill form

not really a coffee drinker

[Jav @justcopyjav]

Caffiene + L theanine + no carbs = best deep work session you’ll ever experience

some other sh*t too but i can’t spell it

[Jav @justcopyjav]

when you realise that triple hook would slap soooo hard with that native image of the old woman falling down the stairs and 4k word RMBC script
😌

[Jav @justcopyjav]

no one will ever understand how much fun i have working

writing scripts, feedback loops, reading other people’s writing, pumping some drake

sh*t lit af like i’m genuinely having the best time, no i don’t wanna come out

[™³k @_tm3k]

A retard in motion is always better than a genius at rest

[Jav @justcopyjav]

@JehanzebRa47057 i use this one, does the job

https://t.co/2Ld9Vb2JBq

[Jav @justcopyjav]

@Gaus450 you didn’t know about theirs, so build it and market it better than them

[Jav @justcopyjav]

no matter how good you are there’s always more to learn

[Jav @justcopyjav]

@shipranotes it’s improves your thinking, which improves your writing ability

[Stefan Georgi @StefanGeorgi]

Secret #12: Beware the Golden Thread

This one is for everyone who writes ads, reviews scripts, or uses AI to generate creatives…

And it addresses one of the most common (and most expensive) mistakes I see from junior creative strategists and LLMs alike.

Here’s the deal:

The hook’s job is to get attention and open the door to your ad…

And while it has to be somewhat congruent with the rest of that ad…

It does NOT necessarily need to become the main theme of the entire ad.

That might sound confusing, so let me explain…

Let’s say you sell a toilet bowl cleaning device.

It’s waterproof (obviously)...

And when you flush the toilet it releases this powerful cleaning chemical that leaves your toilet bowl sparkling white.

Plus, for funsies, it’s also got this powerful UV Light on it…

It’s on a timer - and twice a day it blasts the toilet bowl with UV light for 5 minutes…

Which kills 99.99999% of the germs and bacteria that normally live inside the toilet bowl.

And then finally…

Let’s say the average buyer is a 50-year-old woman…

And that the main reasons she buys are as follows:

1. She hates cleaning her toilet.

2. Even when she does clean her toilet, this brown ring always shows up around the water line

3. And over time, even when she cleans, her toilet bowl has become more and more brown and dirty looking - which she hates. It’s embarrassing when guests come over and makes her feel like she has a dirty home.

Okay cool, so now, say you’re going to write an ad for this product…

We’ll make it a UGC Style Yapper Ad…

And let’s say the hook is:

“I just found out how much poop bacteria gets on your hands every time you flush the toilet, and I am officially freaking out.”

I’m going to show you two versions of it.

First is the “bad” example…the one that focuses on the golden thread…

It’s below, and I’ll put the part where it goes off the rails in brackets.

—
**Yapper Toilet Ad V1 - Bad Example, Has Golden Thread**

Hook:
I just found out how much poop bacteria gets on your hands every time you flush the toilet, and I am officially freaking out.

Rest of Ad:
So my friend Lisa owns a house cleaning business. She's been doing it for like fifteen years. And last week we're having coffee, and I'm complaining about cleaning my bathrooms, and she goes, “you know the flush is the worst part, right?”

And I'm like… what?

And she explains — when you flush the toilet, everything in that bowl doesn't just go down. It sprays this invisible mist into the air. And it settles on everything around it. The seat. The counter. Your toothbrush if it's close enough. And especially the handle - because that's the one spot everybody touches and nobody thinks about.

Then she goes, 'why do you think my girls wear masks and gloves when they do bathrooms?'

I'm sitting there horrified. And she says, totally casual, 'it's also why I have one of these in every toilet in my house.' And she pulls up this little device on her phone.

It's this small waterproof thing that sits in your toilet. Every time you flush, it releases this powerful cleaning agent that keeps the bowl sparkling white. And — this is the part that got me — it has a UV light on a timer. Twice a day, it blasts the inside of the bowl for five minutes and kills 99.99999% of the germs and bacteria living in there.

[And the second she told me all that, I went home and disinfected every toilet handle in my house. Because that's the thing — you can clean your bathroom all day, but that handle is getting recontaminated with every single flush.

So I ordered the device that night. Because if the bowl itself is sanitized, then that mist coming out of it isn't loaded with bacteria anymore.

And it works. I actually bought one of those swab test kits, and after two weeks, the handle came back almost completely clean. Every time I flush now, I know that spray isn't covering my bathroom in germs. I even stopped cringing when my grandkids touch the handle.

So if you're still flushing a dirty toilet, just know — your toilet handle is dirtier than your trash can. You're touching it every single day. Get this thing, protect your family from that spray, link below."]

—

Okay so what’s wrong with this ad?

It starts off fine…

But then, it keeps trying to go back to the dirty toilet handle as the main pain point.

That’s WRONG for a simple reason…

We already know why women buy this product…

And it’s not because of floating germs or a dirty handle.

So by staying fixated on those things ignores the actual selling points a prospective customer cares about.

That’s not good…

And so, if we were wanting to do a better version of this ad that doesn’t fall victim to the curse of the golden thread…

It would look like this:

—

**Yapper Toilet Ad V2 - Good Example - No Golden Thread**

Hook:
I just found out how much poop bacteria gets on your hands every time you flush the toilet, and I am officially freaking out.

Rest of Ad:
So my friend Lisa owns a house cleaning business. She's been doing it for like fifteen years. And last week we're having coffee, and I'm complaining about cleaning my bathrooms, and she goes, 'you know the flush is the worst part, right?'

And I'm like… what?

And she explains — when you flush the toilet, everything in that bowl doesn't just go down. It sprays this invisible mist into the air. And it settles on everything around it. The seat. The counter. Your toothbrush if it's close enough. And especially the handle - because that's the one spot everybody touches and nobody thinks about.

Then she goes, 'why do you think my girls wear masks and gloves when they do bathrooms?'

I'm sitting there horrified. And she says, totally casual, 'it's also why I have one of these in every toilet in my house.' And she pulls up this little device on her phone.

It's this small waterproof thing that sits in your toilet. Every time you flush, it releases this powerful cleaning agent that keeps the bowl sparkling white. And — this is the part that got me — it has a UV light on a timer. Twice a day, it blasts the inside of the bowl for five minutes and kills 99.99999% of the germs and bacteria living in there.

But honestly? What actually sold me wasn't even the germ stuff.

It's that I HATE cleaning the toilet. It is my most dreaded chore on this earth. And no matter how hard I scrub, that brown ring around the water line always comes back. Always. And over the years the whole bowl has just gotten… dingier. To the point where I'd get embarrassed when guests used our bathroom, because it made me feel like my house was dirty — even though I clean constantly.

So I ordered one that night. Thousands of five-star reviews, by the way — women my age all saying the same thing: 'I haven't scrubbed a toilet in months.'

Setup took thirty seconds. You just drop it in.

And you guys. Within a week, the ring was gone. Gone. A few weeks in, my toilet bowl is whiter than it's been in probably ten years. My sister-in-law came over last weekend, and I didn't do the frantic pre-guest toilet scrub. I just… didn't have to. That chore is gone from my life.

And here's a nice little bonus — since the bowl is basically germ-free now thanks to that UV light, that means there's way less of that disgusting bacteria spraying out every time we flush… and way less ending up on the handle. Which, after everything Lisa told me, is a huge relief.

Anyway, they're running 50% off right now, and it comes with a money-back guarantee, so there's really no risk to try it. Link is below - just make sure you get it from the official site.

—
So why is this better?

In this ad, we use the gross flush-bacteria discovery as the hook.

And it serves that job well:

It grabs the prospect’s attention and sucks them into the ad…

But, just as crucially…

It doesn’t remain the main “big idea” of the ad.

Instead, the ad pivots to the main selling points that the market actually cares about…

And we simply throw in a little callback at the end re: the floating germs and handle as a nice little bonus, in order to keep the ad congruent.
—

Does that make sense?

It might seem like a small thing, but it’s actually quite important…

And understanding this can make-or-break your ad.

That’s because in the bad version, you barely spend any time talking about solving the real problem the prospect cares about…

While in the good version, you do.

And finally…

Just to be really explicit…

Understanding this is especially important when using LLMs.

And that’s because LLMs are designed to build off of each previous line of writing…

Meaning that, by nature, they want to take your hook and turn it into the main theme of your ad.

This inherently creates the exact type of golden thread we don’t want…

Which is why you need to guard against this - and not just copy and paste the output it gives you.

[Jav @justcopyjav]

like literally just go watch goats write/break down winning ad scripts on youtube and you’ll subconsciously start picking it up

and then write some yourself and compare, look for the differences and what makes their scripts winners

and repeat until yours at just as good

🐐

[Jav @justcopyjav]

@MindMatterMoney @Jackgonzohart this post has aura

[Jav @justcopyjav]

everytime i do my review and learnings, my way of thinking as a strategist becomes sooo much sharper

it’s boring as hell but the ROI is insane

do the reps and watch how good you get

soon you’ll be able to just look at an ad and know exactly what works, what doesn’t, and why

[Jav @justcopyjav]

@manojbash exactly, stillness is the key

[Jav @justcopyjav]

leaning into your creativity takes time

it’s not something you can drop yourself into as soon as you wake up

or at least that’s what i’ve found

you really need those slow mornings to activate that part of your mind, and just think and write and process

and it makes sense because when we think about those people with creative minds throughout the last century, they’re always sat in a cafe at 10am with a cigarette and a messy little notebook

or maybe it’s just me?

[Jav @justcopyjav]

sometimes you really need to just ground yourself

like literally

go sit on the floor

[Jav @justcopyjav]

do everything you can to break down the barrier between your current self and your ideal self

change small habits: more positive ones and remove the negative ones

mindset and spirituality first, then reality and the physical realm will follow