There are 4 questions I ask someone before we start an ad campaign. ㅤ 1. What do I need this campaign to do for the business? ㅤ Not “be cool.” Not “get views.” What actual outcome has to change? ㅤ 2. Who needs to see this campaign for that goal to happen? ㅤ Be specific. If the wrong people see resonate with it, it doesn’t matter how good it is. ㅤ 3. Why would that person want to help me accomplish this goal? ㅤ What’s in it for them? Curiosity, entertainment, status, relief from a pain point? ㅤ 4. How can that person help me accomplish the goal? ㅤ Click? Share? Sign up? Buy? ㅤ If you don’t know the action, the ad can’t ask for it. ㅤ Most brands skip this and jump straight to “let’s do a flashy campaign this quarter.” ㅤ Then they’re disappointed when it doesn’t move the needle, because they never defined what success actually meant. ㅤ It’s like walking into a dealership and saying, “I want a new car.” ㅤ Why? ㅤ “Oh, mine’s just old.” ㅤ Cool. Then literally any car on the lot works. ㅤ I pr...