Guides

Guides for creative strategists.

Practical, copy-ready guides for the people who decide what ads say: briefs, hooks, UGC scripts, seasonal campaigns and testing on Meta. Every guide has templates and worked examples, not theory. New guides land every week. How we write them is in the 8 rules of the club.

• Black Friday ad ideas12 Black Friday ad ideas for Meta and TikTok, sorted by angle, with hooks, a 4-week creative calendar and the mistakes that burn budget.Read the guide
• UGC script templateCopy-ready UGC script templates for 15, 30 and 45 second ads, a filled-in example, a creator brief checklist and rules for the first 3 seconds.Read the guide
• Creative brief templateA one-page creative brief template for paid social ads, a filled-in example for a real-style product and the 9 fields that matter.Read the guide
• Ad hook examples50 ad hook examples for Meta and TikTok sorted by angle, the 3 parts of a hook that stops the scroll and how to measure hook rate.Read the guide
• How to test ad creatives on MetaA simple creative testing setup for Meta ads: what to test first, budget per test, when to call a winner and how to spot creative fatigue.Read the guide
• What is a creative strategistWhat a creative strategist does all week, the skills the job needs, how it differs from a copywriter or media buyer, pay and how to start.Read the guide
• What is UGCWhat UGC means, organic UGC vs UGC ads, why UGC ads work on Meta and TikTok, what they cost and how to get your first ones made.Read the guide
• Christmas ad ideas12 Christmas ad ideas for Meta and TikTok with hooks, a December 2026 calendar around shipping cut-offs and the mistakes that waste budget.Read the guide
• How to become a UGC creatorHow to become a UGC creator from zero: the gear you need, a spec ad portfolio, where to find brands, typical rates and what makes UGC videos sell.Read the guide
• Hook rate, hold rate and CTRHow to calculate hook rate, hold rate and link CTR for Meta video ads, starting benchmarks and what to fix when each number is low.Read the guide
• Ad angles: angle vs hook vs conceptWhat an ad angle is, how it differs from a hook and a concept, 8 marketing angle types with examples and how to test angles before hooks.Read the guide
• Voice of customer research for adsHow to mine reviews, Reddit, comments and support emails for the exact words customers use, sort them into 4 buckets and turn them into hooks.Read the guide
• GlossaryPlain definitions of the terms creative strategists use: hook, angle, brief, UGC, hook rate, thumb-stop ratio, creative fatigue and more.Glossary
• The Sunday BriefA free weekly email for creative strategists: three ads worth stealing, one hook breakdown and club news. Sign up and get 24 hooks free.Subscribe