Joe Hides

Everyone told us not to do it… but we started working with a brand whose AOV is just £20. Profitable on the first order? Absolutely not. But we knew something everyone else didn’t. A low AOV doesn’t matter if repeat purchases are high. We were losing money scaling this…

Fear can be your greatest leverage in marketing. IF used carefully.

Here's how I went from getting 5% sign ups to 23% sign ups Step 1: Stop using dead spin the wheel pop ups... Step 2: implement questions - They are WAY more engaging and will actually give you good customer data. Thats it, your welcome.

Just because an ad is easy to make, doesn't mean it's less likely to perform. A format that's crushing it right now? The Founder’s Letter. It's entirely a text-based letter written from the founder. No filming. No time-consuming production. And it's been one of our best…

When analysing ad accounts, I always ask one question: "What awareness level are we missing?" This tells me everything about why an account is stuck. Missing TOF ads? No new customer flow. You're not bringing fresh people into the ecosystem. The funnel dries up. Too many…

3 advanced Meta scaling tactics that most brands don't use: 1. Third-Party Pages Create Facebook pages internally that aren't your brand page. Name them after your ICP's pain points (e.g., "Menopause Solutions for Women Over 50 UK") or use creator-style names. Run your…

My #1 Meta scaling tip: Run CBOs and let Meta do all the work. Meta's pixel has gotten sophisticated over the years, and now with Andromeda's latest update it's smarter than ever. So let it do all the heavy lifting and just focus on the only thing it needs from you: creative…

Every year Black Friday seems to start earlier than the previous year but this year's going to be different from anything you've experienced before. All you needed to do in previous years was: - make the offer front and center in all your ads - make lots of ads But this…

stop trying to hide that you're using AI in your ads your customers aren't stupid they can tell when it's ai-generated. instead of trying to mask it, just focus on making sure your content is actually good. they just want to be entertained and feel like you're speaking…

If your ad doesn't tell people what to do next, they won't do anything. Sounds obvious, but I see too many high-performing ads die at the conversion stage because of poor CTAs no clear next step. no preframe of WHY they should click...nothing. And they wonder why their ads get…

scarcity works because it forces a decision but fake urgency kills trust. The sweet spot is earned scarcity: a real reason why supply or time is limited. when people sense truth behind your urgency, it multiplies conversions instead of corroding belief.

Brands think they need people to trust them... they don’t. they need people to believe them. Trust is slow, belief is instant “Whiter teeth in 10 minutes even if you drink coffee daily” beats “trusted by 50,000 customers” If they can see it, they can believe it. If…

"keep it short. people's attention spans are dead" biggest lie in advertising. Long copy isn't dead. Boring copy is. I've seen 300-word scripts outperform 30-word punchy ads by 3x when you're solving a real problem for someone, they'll read and listen to every word. the…

The old positioning test playbook is dead. You know the strategy: take a winning ad, swap the headline to test new angles, and launch. It's been the go-to for unlocking scale but with meta's new Andromeda update, it doesn't work the same anymore. You can't just swap…

People don't buy because you convinced them logically. They buy because you made them feel something, and then they use logic to justify it. That's why the most effective ads don't "educate." They create desire. If your ad doesn't strike a chord, they won't buy.

A while ago I tweeted this: "AI won't replace storytellers. It amplifies them. Those who master emotion, culture, human nuance... they'll remain irreplaceable" This is the #1 thing I look for when I hire a creative strategist But I think most brands still don't get what…

just hopped off a creative workshop about Andromeda with a team spending $1M+/month on Meta. I wanted to share some key insights because this is affecting every D2C brand: audience attribution for ads has changed. meta no longer rewards minimal creative tweaks. It prioritizes…

when you create an open loop in your script, always remember to close it. here's what I mean: let's say you say "you'll see why that matters in a second" you better explain it later. because if you don't, it creates distrust on a subconscious level. people are waiting for…

harsh truth: you can replicate all the winning ads you see, but if your copy doesn't sound like something you'd ACTUALLY say it won't convert. here's the test: read your script out loud. if it sounds like marketing, rewrite it. if you wouldn't text it to a friend, rewrite…

if you want unfiltered customer pain points and desires, don't rely on surveys. people tend to filter themselves there. go to places like Reddit instead that's where you get the raw, unfiltered opinions, real frustrations, and actual desires.