The Creative Construction Program

Session One
Offer and Strategy

Six weeks. One finished ad for your business. This is the week that decides what it's about.
Hacking Advertising  ·  Wild Gravity  ·  Aug 19, 2026
→ next  ·  A = all at once  ·  P = print
The next two hours

Here's where we're going.

01
A quick look back
What we covered on the 13th, in about five minutes.
02
What we're building
And the order we build it in.
03
Build your brief
Seven questions. You write, I'll hold on each one.
04
Around the room
We go through every one of yours together.
Part one

A quick
look back.

August 13  ·  three pillars

What we covered.

01
What makes an ad work
The Creative Conversion Formula. Score any ad in thirty seconds.
02
Where concepts come from
Steal like an artist. Real concepts in an hour, not weeks.
03
How to get it seen
Streaming. The exact customer, on the biggest screen in the house.
That was the theory. The next six weeks are you doing it.
Pillar one  ·  how to score an ad

The Five Magic Metrics.

01
Breakthrough
Do you remember it?
02
Product Recall
Do you know what it's for?
03
Message Recall
Do you know why to buy?
04
Likeability
Do you like it?
05
Purchase Intent
Do you plan to buy it?
Pillar one  ·  the cheat code

Now build one.

01
Hook
Visual, contextual, or both. It gets them to look up.
02
Product name
Compelling, and said three to five times.
03
Value prop
Cheaper, faster, better. Pick one.
04
Utility
It educates or entertains, or it doesn't move us.
05
Offer
Easy to understand, or nobody moves.
Three of those five get decided today. Value prop, offer, and the hook you can only write once you know who you're talking to.
Pillars two and three

Steal like an artist

We don't start from nothing. We find the bits that have already been proven to convert, and put a fresh spin on them. That's Session 2, run live on your business.

Then get it seen

A great ad nobody sees is a hobby. Streaming lets you pick the zip code, the household income, the show. That's Session 5, where we build your media plan.

Part two

What we're
building.

The goal
In six weeks you have a finished ad for your business, engineered to drive response, and a plan to put it on television.
Not a template. Not a plan for an ad. Yours.
How we get there

Everything is built on the brief.

→
The brief
Who you're talking to, and the one thing you'll say. Today.
→
The concept
Built to deliver that one thing.
→
Script and board
The concept, made buildable.
→
Production
The board, made real.
→
Media
The ad, put in front of the right person.
Get the brief wrong and every week after it is wrong too, just more expensively. That's why it's first.
Part three

The six
weeks.

Wednesdays  ·  4 to 6  ·  Aug 19 to Sep 23
1
Offer and strategy
Are you down with ICP, USP, and SIO.
2
Creative concepting
The Steal-Like-An-Artist Rapid Concepting Method, live on your business.
3
Scripts and storyboards
Your concept locks here.
4
Production path
You decide how your spot gets made.
5
Media plan
We build your media plan together.
6
Launch checklist
Every campaign checked before a dollar is spent.
How each week actually works

Two hours in this room is the smallest part of it.

01
You leave with work
Every week. It's real, and it's the whole engine.
02
I finish it
I turn what you did into something finished.
03
Back before we meet again
In your hands the Tuesday before the next session.
After today you get a written Strategy Brief: your audience, your single claim, and an honest inventory of the proof you have. I'll need your sign-off, because everything else gets built on it.
One thing to know now, not later
At Week 4 you choose how your spot gets made.
By then you're holding a complete, executable ad: strategy, concept, script, drawn storyboard, and a production plan costed three ways. It's yours, and you can hand it to anyone you like. One of the options is us, and there's a deal attached. We'll get to it then.

All six sessions are for everybody either way.
Now  ·  Session 1 exercise

Build
Your Brief

Seven questions. Answer them for the one thing you can sell in thirty seconds, not for everything your business does.
Pens out. I'll hold on each one.
01

What is the business you're going to advertise?

Not everything your business does. The one thing you can sell in thirty seconds.
Before we go further

Now put a
number on it.

Your numbers  ·  for that business
A What did that business do in the last 12 months?
B What do you want it to do in the next 12?
C What is one customer worth to you, on average?
D So how many new customers do you need? (B minus A, divided by C)
E Roughly what share of your leads become customers?
Why I'm asking

That number is the whole media plan.

D
Customers you need
The actual job the ad has to do.
÷ E
Leads you need
Because not every lead buys.
→
What media has to buy
Now we can price it instead of guessing.
In Week 4 you choose how your spot gets made, and in Week 5 we build your media plan. Neither conversation is real without these five numbers. Rough is fine. Wrong is fine. Blank is not.
02

What's your mission statement?

03

What do you want to be known for?

04

Who is your target market?

Your ideal customer profile. Who actually spent money with you in the last twelve months, not who you wish had.
05

What is their biggest pain point that you can solve?

Why are you better at solving it than anyone else?
What can you say that no one else can say?
06

How will this transform your customer's life?

What is your value proposition?
What is your unique selling proposition?
07

What is the simplest offer that makes someone call or visit your site right now?

What offers have worked for you, and why?
What offers didn't, and why?
Now put it together

The payoff
statement.

Everything you just wrote, in one sentence.
Fill in the blanks
I help target market
with biggest pain
go from where they are now
to their dream state
by my unique mechanism
without the usual pain points
in time frame.
You already answered every blank

It's all on your sheet.

04
Target market
Your ICP.
05
Biggest pain
And where they are now because of it.
06
Dream state
How their life changes.
05
Unique mechanism
What you can say that no one else can.
07
Without, and how fast
The friction you remove, and the time frame.
Mine, so you can hear one
I help local business owners spending $5,000 a month or more on Meta and Google go from ads that cost more every month and return less to their own commercial running on television by the Creative Conversion Formula without an agency retainer or a six-figure production in 45 days.
What good looks like

15 minutes
can save you 15%.

That's the bar. One line, one claim, and anyone who hears it knows exactly what you're offering. Keep going until yours sounds like that.
Now we go around the room
Before you go

Two things
on the way out.

Housekeeping
01
Sign the agreement
Copies are here. Plain English, one page of signatures. Ask me about anything in it.
02
Leave me your sheet
Everything you wrote today is what I build your brief from. I'll photograph it if you want to keep it.
Still owe me your ads, your site, or your offer? Send it tonight. I can't write your brief around a gap.
What you get before we meet again

Your written Strategy Brief.

→
Your audience
The real one, not the one you wish you had.
→
Your single claim
The one thing your ad is going to say.
→
Your proof
An honest inventory of what backs it up, gaps included.
In your hands Tuesday. Read it and sign off, because everything in the next five weeks gets built on top of it. If it's wrong, tell me before Wednesday.
Next Wednesday  ·  Aug 26  ·  4 to 6
Session two. The Steal-Like-An-Artist Rapid Concepting Method, run live on your business.
You leave with concepts, not notes about concepts. It's the fun one.
Session one  ·  done

Same time
next week.

Beer's in the fridge if you want to hang.
Hacking Advertising  ·  Wild Gravity  ·  105 14th Ave, Seattle

Build Your Brief

Session 1 · Offer and Strategy · Hacking Advertising · Aug 19, 2026
NameBusiness
01

What is the business you're going to advertise?

Not everything your business does. The one thing you can sell in thirty seconds.

$

Your numbers, for that business

Rough is fine. This is what makes the production and media conversations real in Weeks 4 and 5.

ARevenue, last 12 months
BRevenue you want, next 12 months
CWhat one customer is worth, on average
DNew customers you need  (B − A) ÷ C
EShare of your leads that become customers
02

What's your mission statement?

03

What do you want to be known for?

04

Who is your target market? Your ideal customer profile.

Who actually spent money with you in the last twelve months, not who you wish had.

05

What is their biggest pain point that you can solve?

  • Why are you better at solving it than anyone else?
  • What can you say that no one else can say?
06

How will this transform your customer's life?

  • What is your value proposition?
  • What is your unique selling proposition?
07

What is the simplest offer that makes someone call or visit your site right now?

  • What offers have worked for you, and why? What didn't, and why?
Now put it in one sentence — your payoff statement
I help   with   go from   to   by   without   in  .
The bar: "15 minutes can save you 15%." One line, and anyone who hears it knows exactly what's on offer.