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Everything we run before a single ad gets written.

Follow it in order and you finish with angles, avatars, objections and a phrase bank. Not a folder of screenshots.

Two to three days the first time. Then it feeds every ad you write for the next year.

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Why this matters

Ads fail for three reasons.

1. You don't understand where your product sits in the market
2. You don't understand what the market actually wants
3. You executed badly

Research fixes one and two. Nothing fixes three except reps.

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Most people think they've done research because they read a competitor's homepage for ten minutes. That isn't research.

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Part 1 · Before you open a single tab

1.1 Onboard yourself

Answer these before you look at the market.

• What's your business differentiator? How do you stand apart?
• Two or three things you wish everyone knew about your product
• What are your best sellers?
• How do you want the brand perceived?
• What does the product physically do, and through which features?
• Which features map to which benefits?