• When you are running prospecting ads at a large scale, you often need to “over explain” the benefits and value props in your ad.

• If this isn’t a retargeting campaign, then it’s considered cold traffic. For this audience, simplifying the product and re-iterating all of the key value props is a must to get the most out of your media at scale.

• My favorite framework is to first write out how you would explain what you’re selling to a friend over text. Then write out the answer to, “Why did you buy this”, but think of someone asking that in a condescending tone. Combine that and you have an amazing prospecting ad.

I love a question that makes you alter your perspective, so the “why did you buy this” idea above is right up my alley.