tested 3 @ketobrainz ad angles before writing a single script.

one sentence each. why would it work? then I checked them against my two buyers.

"your coffee isn't enough" won. it hit where they are RIGHT NOW.

a great hook can't save the wrong angle. ever!

step 1: read the brand's site. really read it.

it name-dropped entrepreneurs and athletes... so I built a profile for each. super helpful.

research only, no ad spend yet. but this is how I think, every single brief.
𝗳𝘂𝗹𝗹 𝘃𝗶𝗱𝗲𝗼 𝗼𝗻 𝗬𝗼𝘂𝗧𝘂𝗯𝗲

your buyer isn't afraid of underperforming. they're afraid of being SEEN underperforming.

built two avatars this week. a founder scared his team will clock him as a fraud, an athlete scared his teammates will see him miss the shot.

same fear, different jersey.
𝗳𝘂𝗹𝗹 𝘃𝗶𝗱𝗲𝗼 𝗼𝗻 𝗬𝗼𝘂𝗧𝘂𝗯𝗲

found 2 buyers hiding in 1 product this week.

Ben, 34, founder paying himself $80k, scared his team will clock him as a fraud.

Dylan, 27, analyst making $110k, scared he'll lose his spot as goalie in front of people he cares about.

1 product, 2 fears.

Bluesky, I need your help! looking to land a new freelance creative strategist client. 😊

ad scripts, statics, catchy hooks - I can help with it all! ➡️portfolio: sehso.com

happy to hop into any project & move quickly. is this you or someone you know? DM me

let's go!!

your buyer isn't afraid of underperforming. they're afraid of being SEEN underperforming.

built two avatars this week. a founder scared his team will clock him as a fraud, an athlete scared his teammates will see him miss the shot.

same fear, different jersey.
𝗳𝘂𝗹𝗹 𝘃𝗶𝗱𝗲𝗼 𝗼𝗻 𝗬𝗼𝘂𝗧𝘂𝗯𝗲

the middle of a good creative process is allowed to look sloppy.

you can look polished in the moment, or you can find the sharpest line. rarely both at once.

if your brainstorm looks clean the whole way through, you probably stopped too early. 𝗳𝘂𝗹𝗹 𝘃𝗶𝗱𝗲𝗼 𝗼𝗻 𝗬𝗼𝘂𝗧𝘂𝗯𝗲

when a hook comes out fast and feels really good, that's now my cue to pause.

usually means I'm just repeating myself with more confidence.

my brain finds a rhythm and rides it without telling me. anyone else catch themselves doing this?
𝗳𝘂𝗹𝗹 𝘃𝗶𝗱𝗲𝗼 𝗼𝗻 𝗬𝗼𝘂𝗧𝘂𝗯𝗲

found a supplement brand's best hook buried in their own content.

not the science heavy homepage stuff. one TikTok, "the mushroom industry is lying to you," pulled 1,200 views, way more than anything else on their page.

direct beats scientific. 𝗳𝘂𝗹𝗹 𝘃𝗶𝗱𝗲𝗼 𝗼𝗻 𝗬𝗼𝘂𝗧𝘂𝗯𝗲

nobody buying a coffee creamer knows what BDNF or GABA means.

their reviews prove it. zero mentions of the science, just "no crashes" and "clarity with a pep in my step."

the science sells the founder. the FEELING sells the customer.

here's a hack from strategy work... the best angle usually isn't the flashiest one.

it's the one your buyer would actually trust.

wrote a script from real reviews, not guesses. "soft and buttery" made the ad because a real customer said it first!

I earned the Digital Advertising Certified achievement on HubSpot Academy!

did a full brand teardown this week. no brief needed.

built the buyer first. audited what's running. found the white space nobody's using yet.

then picked the ONE hook that earns trust instead of just being loud.

know the buyer, find the gap, build proof. that's the job!

the hook that mattered most wasn't clever, it was true.

built a 10 hour wear test ad script around a real customer quote instead of guessing at copy.

if you're hiring a strategist, ask to see the RAW script, not the polished deck.

wrote a full ad script for a celebrity beauty brand off one customer quote and a stopwatch.

44 minutes. no shoot budget, no dragging it out.

the whole script hung on one line pulled from a real review... "it's really soft and buttery."

that's the job.

small tell that a creator is actually right for a brand... you catch yourself enjoying their content before you even think about the brief.

happened to me today scrolling someone's feed like a fan instead of a strategist.

that's the *real* signal!
𝗳𝘂𝗹𝗹 𝘃𝗶𝗱𝗲𝗼 𝗼𝗻 𝗬𝗼𝘂𝗧𝘂𝗯𝗲

finding the right creator isn't scrolling until someone looks cute enough.

I go back to the avatar first, then search the world SHE lives in. typed in "office beauty" and watched who showed up.

three creators later... all pointing back to the same girl we built weeks ago!
𝗳𝘂𝗹𝗹 𝘃𝗶𝗱𝗲𝗼 𝗼𝗻 𝗬𝗼𝘂𝗧𝘂𝗯

strategist secret nobody tells you: taste isn't the job.

being able to point at a real quote or a real ad and say "see, THIS is why it'll work" is the job!

that's the difference between a good idea and a *sellable* one.
𝗳𝘂𝗹𝗹 𝘃𝗶𝗱𝗲𝗼 𝗼𝗻 𝗬𝗼𝘂𝗧𝘂𝗯𝗲

built a customer avatar for a lip gloss brand this week and the real insight had nothing to do with lip gloss.

she wasn't scared of dry lips... she was scared of walking into a room and not belonging.

find the FEAR under the product. that's the whole job.