Masterclass companion

The Video Ad Cheat Sheet

For business owners spending at least $10,000 per month on ads. Fill this in live during the masterclass. Blanks get filled on the call — write the answers in your own words so you actually use them.

1.Print this before the session (or open it on a second screen).
2.Each ___ is answered out loud during the masterclass — write it down.
3.The lined boxes are for your own numbers, offers, and hooks.

1. The real bottleneck

You are not buying leads. You are buying opportunities to win ___________.

The full path: Attention → → Qualified opportunity → Sale → Repeat .
The true cost of a lead = ad spend + staff time + time + missed .
More budget amplifies what is already . It does not automatically fix weak .
Reaching the right customer is not enough — the ad still has to to them.
A media buyer cannot test creative that does not .
The three common misdiagnoses: “we need more ,” “we need a new ,” “we need a new offer.” Maybe — or the creative is simply worn .

My current cost per lead / cost per customer:

2. The Superior Creative Loop

Build creative as a loop — not a one-time order. Fill in each step as Allison covers it:

1. Extract — find the your best customers already care about. Sources: offer · reviews · sales calls · existing ads · competitors · .
2. Match — match the message, , setting, energy, and delivery to the buyer.
3. Multiply — turn strategic into meaningful variations.
4. Measure — follow the response beyond the : Attention → Inquiry → Qualified opportunity → .
5. Expand + Refresh — build around useful before the winner gets .

Where my current process breaks down in this loop:

3. Secret #1 — The Ad Fatigue Tax

When the market has seen the same idea too many times, your ___________ pays the price.

Concept = the persuasive . Variation = a controlled of that idea.
A new caption color is not a new . A new concept changes the reason to .
Fatigue signal: the same opens almost every ad.
Fatigue signal: the same carries every message.
Fatigue signal: every “new” ad is an of the old one.
Fatigue signal: the account has spend data but no creative .

Which fatigue signal is showing up in my account right now:

4. Is this actually a new test?

Use these five questions before approving another round of minor edits:

1. Is the genuinely new?
2. Is the reason to different?
3. Is the different?
4. Is the different?
5. Can we identify what the result us?

The last “new” ad I approved — did it pass? Why or why not:

5. The live ad teardown scorecard

Would this creative earn the right customer’s attention and trust? Score the ad on five points:

Does the opening the right customer?
Is there one clear reason to ?
What makes the promise ?
Does the fit the market?
Is the next step clear and ?
Then decide: · Change · Test next.
Judge on rates, not raw volume — cost per , link , and click-to-lead. Teardown example: $11.74 cost per lead, 1.25% link CTR, 27.3% click-to-lead.

Keep / Change / Test next for my own top ad:

6. Secret #2 — The Spokesperson-Market Match

The person delivering the message changes who ___________ it. Before people believe the words, they evaluate the ___________.

The five match variables: Message · · Setting · · Delivery.
The most polished actor is not automatically the most actor.
A mismatch can make a premium service feel — or a helpful company feel pushy.
If every ad uses the same face, what have you really ?
Select for — not just appearance. There is no universal winner; ask who matches this and this message.

Who my best customer would trust on camera, and why:

7. Secret #3 — The One-Winner Payoff

You do not need every ad to win. You need a winner that shows you what to build ___________.

Concepts answer “why should the customer care ?” — prevent a larger cost · remove uncertainty · reduce friction · get a better .
Variations answer “how do we express it?” — Hook · Actor · Opening shot · · CTA.
3 concepts × 3 controlled variations = useful tests (illustrative structure, not a package).
Some ads will be average. Some will miss. One may reveal the next angle.
A winner is more than an ad — it is about what the market wants.
Measure incremental gross from sales against creative investment + spend.
The best click rate may not produce the best .

My customer value × conversion rate — what one extra customer is worth:

8. The 90-day creative deployment roadmap

Creative is a sequence, not one delivery. This roadmap is one of the implementation bonuses companies receive if there is a fit:

Days 1–30: + Match — strategic foundation and messenger fit.
Days 31–60: + Measure — controlled creative in market, response collected.
Days 61–90: + Refresh — expand useful patterns, introduce fresh concepts.

My 30-day goal (number, not a feeling):

9. Questions to ask any video vendor

Bring these to every call — including ours:

How many genuinely different do I get — not just variations of one?
Do you label creative so we can tell what the actually teaches us?
How do you choose the for my market?
What do you on — views, or cost per lead and customer acquisition?
Do I own the raw and the final files?
What happens when a winning ad ? Show me the process.
Do I approve the and creative direction before you film?
Superior Creative Guarantee: you approve the scripts and creative direction before we film — if the finished videos do not match what you approved, we them at no additional cost.

Notes / red flags:

10. My action plan

Finish this before you close the tab:

The one thing I'm changing this week:
The concept (reason to care) I'm testing first:
Who is on camera, and by what date:

Anything else I don't want to forget:

Want this built for you?

Apply for a private Creative Strategy Call and we'll review your current ads, numbers and offer — then map the exact creative plan.

Apply for a Creative Strategy Call Register for Tuesday, September 15

Notes from The Video Ad Masterclass with Allison Carpowich, Superior Vids. Individual results vary and are not guaranteed.

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