Is your creative saying the same thing over and over? We can help you build a messaging strategy that scales your paid media. Talk to us at: https://www.tiereleven.com/apply
Your creative team is producing more ads than ever. So why does every one of them say the same thing? Most brands skip the one step that decides what their creative actually says, and then pay for that mistake with every new dollar they spend.
On today's show, I'm breaking down a real conversation with the VP of marketing at a $40 million disability benefits advocacy brand. They've had two agencies in two years, no messaging strategy, and 80% of their leads are from affiliates, mostly from just one.
I’ll show you the five-step messaging engine we used to fix it, from extracting real customer language to building nine content pillars and reading every script aloud before production. If your ad account looks like 30 ads with one message, this episode shows how to restructure your messaging framework effectively.
In this episode:
- Why most brands skip the messaging step and go straight to ad production
- The danger of relying on affiliates for most of your lead generation
- Why paid traffic beats SEO and AEO for fast, predictable growth
- How Meta Andromeda rewards distinct messages over ad variations
- How to run a messaging extraction call with sales and customer service teams
- How to build content pillars with emotional, functional, and authority layers
- Why reading ad scripts aloud catches weak ideas before they cost you money
- The 30-day timeline for launching a full creative diversification strategy
Mentioned in the Episode:
Breakthrough Advertising by Eugene Schwartz: https://breakthroughadvertisingbook.com/breakthrough-advertising/
Marketing School Podcast: https://marketingschool.io/
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Mentioned in this episode: