In this episode, Sarah and Nate revisit the Valence and Intensity framework, a psychology-based approach to understanding how your ads communicate emotion. They break down how to use it as a diagnostic tool, identify opportunities in your existing creative, and build separate funnels around positive and negative messaging.
They also get into why marketers often give up on strategies too early, why execution matters more than collecting frameworks, and why there's no shortcut around getting the reps in.
Here's what we'll cover:
00:00 Why marketers are struggling with Valence and Intensity
01:00 Understanding the four Valence and Intensity zones
02:00 Using Claude to analyze your existing creative
03:00 Why positive and negative messaging need separate funnels
04:00 Matching your ads and landing pages
05:00 Why chasing marketing trends can hurt your brand
06:00 The importance of executing a strategy properly
07:00 Why one failed ad test doesn't count
08:00 Valence and Intensity as a diagnostic tool
09:00 Finding the right message before using frameworks
10:00 Why experience and repetition matter
11:00 Your homework: Build and test an opposite-framed funnel
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CoHost: Nate Lagos
Twitter: https://x.com/natelagos
LinkedIn: https://www.linkedin.com/in/natelagos/
Tactical and Practical Podcast: https://podcasts.apple.com/us/podcast/tactical-practical/id1752915534
CoHost: Sarah Levinger
Learn more at: https://www.tetherinsights.io/
Twitter: https://x.com/SarahLevinger
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