This ad you're seeing here on my manager screen has already brought in multiple seven figures, which is over 1 million reais. All right? And what I’m showing here is the result from just one ad account over a one-month period.
We run this same creative on several other accounts, but here you can see that over 300,000 was invested to bring back around 600,000, which will show up a bit off on the dashboard , because anyone who works with Facebook knows, right? It rarely tracks everything perfectly, guys, especially when it’s an upsell. So, we know from the actual calculations that it brought back about 600,000 reais with this creative here, okay?
On this account, most people look at this result and think there’s some hack, or something hidden inside the manager, when in reality there isn’t. The truth is that this ad can only handle this volume without saturating because of the copy structure and format, which is how we make our creatives. And today I’m going to teach you how to make millionaire creatives so you stop wasting money on ads that don't convert .
So here’s the thing, I’ve mapped out the skeleton of a seven-figure ad. We’re going to learn all these four topics that you see here on the screen. To start, we’re going to talk about the basic principle of sales, which is the neuroscience of attention.
Every sale is psychological, right? And since we’re in the age of technology, what you need to do most is find mental hooks, to use even more psychology so you can capture someone’s attention and get them to buy from you. After all , attention is sales; attention is money these days.
So what does your ad need to do? First, it needs to snap the person out of the trance that is the ghost scroll. So, when a person is just swiping through, like when you’re on Reels and you’re seeing posts, seeing your friends, seeing memes, and they see your ad.
This ad is competing with so many things, so it needs to grab enough attention to stop that person's scroll, which is this zombie scrolling we all have, right, when we’re just scrolling along. So, the modern human brain consumes social media on autopilot, which is the energy-saving mode of Daniel Kahneman’s System 1. Another thing we need to keep in mind is that the user doesn't log into the app to buy; they are looking for small doses of cheap dopamine.
So the role of the creative is not to sell the product , but to act like an electric shock that breaks the trance and wakes up the conscious brain in the first 5 seconds. That's it, that's all. And now we move on to the second topic, which is the 80/20 rule of paid traffic.
The hook is responsible for 80%of the ad's financial results. It’s what sells the next step to the customer. So, if the customer doesn't watch the first 5 seconds, they will never see the 10, 15 , 30, or 40 seconds that come after that hook.
Which is exactly what leads to what I wrote here. The best offer, the best product, and the best sales page become useless if the lead doesn't make it past the fifth second. So the ad isn't just about sounding nice, it's about buying the next 10 seconds of attention.
Another thing your ad needs to do is invisible segmentation. The audience button in the ad manager won't save a bad creative. We don't even use that here for direct response.
So the real segmentation algorithm is your message and your first sentence, which either attracts the qualified buyer or attracts broke curious people, you know ? And this is also important for Meta's AI, because it will read your ad to target it to the right people. So this is the first thing an ad needs to have and needs to do.
And here we enter the second step, which is strategic mining. Steal like an artist; how are you going to make good hooks, which is exactly the hook we were talking about that is super important. So, the first step is organic validation.
How are you going to find a good hook? First, you're not going to invent hooks from scratch. " Hook" and "gancho" mean the same thing, okay?
Take what the human brain has already proven it can't resist clicking on. And this is where it comes in: if millions of people clicked organically on a title on YouTube, that psychological pattern is already validated. So, a good place for you to get hooks, besides mining the ad library, is on YouTube.
Because this is where we have examples of videos that get millions of views with badass hooks and thumbnails. And for that, I put together surgical mining in three steps . So here we have step one for you to find good hooks here on YouTube.
First, you will search for terms in your niche and sort them by the number of views. And step two is thumbnails and headlines. Then you will isolate the combination of the image and the promise that generated the click.
And step three is also podcast clips. This is an excellent sales format. Podcast format.
If you look for controversial statements, clashing opinions, and counterintuitive phrases said by experts, man, that is a great hook for you to start with. People will stop to watch this because it's an authority speaking, because it's a controversial thing the person said, it's counterintuitive, it's something that generates curiosity in humans. And that leads us to the three psychological types of hooks, which is exactly the counterintuitive one that breaks common sense and forces the brain to pay attention to resolve the cognitive contradiction.
And we also have the open loop, which is the Zeigarnik effect. Our mind hates incomplete stories. It opens a question that is only answered later on.
So, the secret to a very good creative, this also goes for VSLs, is for you to open several loops in the reader's head. Identity filter. This one here is one of the strongest.
You call out those who have the problem by their behavior, not by their label. I’ll just say this for now because in the next topic we will go deeper into it. So this here is the perfect strategy for you to find good hooks that will stop people's zombie scrolling.
So let's go. Now we are going to dive a little deeper and we will enter the deep psychology of sales . So, if you know what makes a sale happen, it becomes much easier for you to write creatives, okay?
So here we have four very important things. The first is the lie of the logical benefit . What is that?
The human brain justifies decisions with logic, but buys purely out of emotion and the relief of immediate tensions. So, guys, look at what happens to me. I'm here on Mercado Livre all the time and I keep adding several things to my cart, many, many, many things that I don't need.
But when it arrives and this buying emotion passes, damn, I bought it, I will justify it somehow or other why this is good for me, even if I won't use it now, even if I use it once and never again, because I don't want to feel like I was a fool for buying things I don't need. So, for you to see , it’s an example that happens to me and surely happens to you as well. And here I have some examples in the weight loss niche and some examples in the relationship niche.
So, firstly, for the weight loss niche, what does an amateur copywriter sell? The logical benefit. Accelerate your basal metabolic rate, burn 500 calories a day , and reduce insulin levels.
Man, nobody buys a weight loss product for that. People buy because they want this right here. The security of not needing to make up an excuse to miss a friend's birthday just to avoid being seen overweight, or the peace of not having to pull your shirt down every 5 minutes trying to hide your hips.
This is the person’s deepest pain. This is their true pain. A good ad communicates with the person’s true pain and not with the logical benefit that losing weight has, you see?
So, an example in the relationship niche, what does the amateur copy sell? Logical benefit. Learn assertive communication techniques and improve the couple’s dialogue dynamic.
What the person really buys, which is the hidden emotional pain, is the end of that anguish of seeing their partner lie in bed with their back turned, grab their phone, and act as if they were invisible inside their own home. Strong , isn't it? It’s really what the person feels.
And it is exactly like this that we go deeper and deeper into the psychology of why a person buys. So here we have the five whys method, from the surface to the identity pain. The sale happens when you expose the daily micro-frustration that the prospect never has the courage to confess out loud.
So you will never hear the person who wants to lose weight. Unless you are a close friend of theirs, you will never hear them saying: "Oh, I want to lose weight because my husband doesn't look at me the same way anymore, he doesn't desire me anymore. " No, you will hear them saying they want to lose weight because they want to be healthier, because they don't want to get diabetes, even though the real reason they are buying this product is much more emotional than logical.
So, let's go. Here we have from level zero to level five. The person who writes the best copy usually always goes for level five, which is the deeper core.
It’s the strongest pain there is. So, starting here with the surface desire, which is level zero, we have, I want to lose 10 kg. All right?
You want to lose weight, but why do you want to lose 10 kg? Then we go to level one, physical benefit, because my clothes don't fit anymore and I feel tightness in my body . Why does that bother you so much?
And then we go to level two, which is social behavior, the second why. Because I avoid going to the beach, decline parties, and run away from group photos. And why do you avoid these moments?
Level three, judgment and relationships. Third, why? Because I feel ashamed of what people and friends will say about me behind my back and I'm afraid that my partner won't find me attractive anymore and will start to pull away.
Wow, if you're already playing at level three, man, it's absurd. And why do you feel that way within the relationship? Level four , frustration and internal guilt.
Fourth, why? Because I've tried over 10 diets and I feel like the problem is me . And what does that make you feel about yourself?
And then we go to level five, deeper core, identity pain. Because I feel like I've lost who I was , I feel invisible and nullified. So the application in the creative would be something like this, in a daily situation, right?
The woman who goes to the mall, the clothes get stuck in the fitting room, she leaves with her head down and cries alone in the car. If you can describe everything this person goes through, that's it. You'll put millions in your pocket with this right here.
Furthermore, another very important thing is the ego dynamic, man versus woman. Why? What is the psychology of the male ego?
Focus on relative status, loss of respect, autonomy, inability to prove oneself, and the silent fear of another man being better or knowing something he doesn't. So this psychology here is what you can use so you can write your copy, so you can hit these pain points here. While with women, the psychology of the female ego is as follows: focus on social comparison, fear of emotional abandonment, loss of attractiveness to the partner, and the feeling of invisibility.
So that's it, this is what makes a person identify and say, " Whoa, this is me. " You truly generate a connection with the person, they see themselves in your ad, you explained to the lead what they are going through better than they can. Another very important thing is the brain's defense mechanism, right?
Indirect projection. So the human brain shuts down when it's attacked directly. So you are in debt, you are fat.
So the solution is to use third-person stories or everyday situations so the lead recognizes themselves on their own, without feeling ashamed and without you pointing fingers at them. This is how you will generate the necessary empathy and identification, okay? And that is what brings us to the four blocks of the persuasive structure, the backbone, which is what seals the deal perfectly.
So let's go. What do we need to have? Block one, which is the hook, the tension from zero to the first 10 seconds.
The psychological goal is to interrupt the scroll inertia and create tension that needs to be resolved. So, a common example a weak copywriter would do is: do you suffer from anxiety , nights of poor sleep? Watch this video until the end.
And now, the advanced psychological example, this is for the sleep niche, okay? Anxiety would be: the innocent habit of placing a glass of water on your nightstand every night could be the real culprit for you waking up at 3 a. m.
with a racing heart. See how much stronger that gets? Block two, transition and connection phrase, which is interest from 10 to 25 seconds.
So, the psychological goal is to take the lead off the defensive, show that you understand the hell they're living in, and qualify them without looking like an arrogant salesperson. So, the common example would be: I know how bad it is not being able to sleep well and being tired at work. That's very generic.
So, an advanced psychological example would be if you lie down exhausted, but your head won't shut off. And the worst feeling of your day is looking at the clock showing 4 a. m.
, knowing your alarm goes off at six. In the next 40 seconds, I'll show you why this happens ; it has nothing to do with your daily stress. That's it.
One very important thing, okay? How do you get to know your audience? How do you know the pain points they have?
If you aren't part of the audience, you have to conduct audience research. So that's how you learn all of this so you can really do this here with precision, all right? Block three, unique mechanism plus future projection, future pace, which is the desire, right?
So we're going to use the psychological goal of guilt absorption, showing that the fault wasn't the person's, that it was the wrong approach they used before. And it will alleviate the pain by presenting a new logical path. Let's see how this works in practice.
The contrary idea: you are going to break down traditional solutions. So, teas, medicines, black label drugs, forced meditation, everything the person tried that only treated a symptom. And then we do the future projection, which is the future pace, making the mind taste freedom and victory before paying.
So a common example of this would be: our 100% natural method helps your brain relax quickly with proven substances. And the advanced psychological example of this would be: researchers discovered that the brain that wakes up at dawn isn't stressed. It is in a panic due to a lack of a simple mineral that conventional medicines ignore.
When you regulate this in 10 seconds, before lying down, you go back to having that deep sleep of your teenage years, laying your head on the pillow and only waking up refreshed the next day with plenty of energy. What did we do here? Future projection, future pace.
And then block four is the call to action, which is curiosity, value, and an indirect call to action. So here is the thing: the psychological goal is to avoid the sales alarm, because humans love to buy, but hate feeling like someone is trying to sell them something. So we are going to position the click as an act of intelligence to get access to restricted knowledge before they take it offline.
So, a common example of this would be: click learn more below and buy the guide right now. And the advanced example of this would be: I organized a free, no-nonsense step-by-step video, showing how to do this adjustment at home today ; I left a button down here for you to watch now, before the industry that makes millions from sedatives manages to get this presentation taken down. So here, I basically gave you the complete structure of a seven-figure ad.
It's this right here. That's it. This whole map I showed you here is what we use in our operation.
So, with all this teaching I've given you, you are now capable of making millionaire creatives . So, if you understand what makes a person buy your creative writing method , it becomes much easier, because you understand why people buy. The person who goes to the library, takes the ads, and uploads them as they are, what did they understand?
What do they know about copywriting? Nothing. So this person, what is their durability in this market?
Very low, obviously, because they don't understand what is happening there. So she depends on someone else, she depends on the other person who knows how to make that ad for her to copy. If you know the mechanism behind it, you never stop selling.
So here is the deal, guys, whoever wants this mind map here, reach out to me on my Instagram, I'll leave it in the bio below, okay? And I'll send the complete version to you there. That's it, and see you next time.
