The Course Curriculum
Introduction: Welcome!
- A personal note from Dara
- How to get the most out of this course…
Creative Strategy Research
- Why is creative strategy research SO important?
- How to Conduct a Reputation Analysis
- How to Mine Customer Testimonials
- Golden Nugget Reviews: The Secret Sauce to Creative
- How to Analyze Your Competitors’ Creative THE RIGHT WAY
- How to Quickly Analyze Past Performance
- How to Present Your Creative Strategy Research to Your Team
Creative Formats That Convert
- How to Use This Section + Notion Guide
- The 10 Creative Formats to Test First
- 10 UGC Strategies That Convert
- 15 Creatives for Service Businesses, B2B, and Info Products
Consumer Psychology and Messaging That Converts
- Overview
- The 16 Human Desires
- Advertising Strategies That Scale (How to Take Big Swings with Your Creatives)
- Copywriting That Converts: Primary Text
The Creative Strategist Toolkit
- The Tools I Use Everyday as a Creative Strategist
How to Build an In-House UGC Team
- Overview
- How to Write a UGC Brief that Results in Winning Creative
- How to Source UGC Creators
- How to Build an In-House UGC Team
The Creative Project Workflow
- An Overview of The Creative Process
- How I Use Trello as My Project Management Tool
- The Creative Roadmap: How to Track Your Creative Pipeline
- How to QA Your Creatives
How to Test Your Creatives
- Naming Conventions (Surprisingly important!)
- How to Make a Creative Testing Framework
- How to Test Creatives (TWO DIFFERENT METHODS!!)
How to Analyze Creatives (Advanced)
- Overview: My Creative Analytics Cheatsheet
- The Key Metrics You Need to Track (and my take on attribution softwares)
- The Reports You Need to Be Running Weekly, Monthly, Quarterly
- How to Lead a Creative Retro with Your Team (Slide deck!)
What’s next?
- Iterations to Make When You Find Winners and Losers
