Justin | Copy & Performance Creatives

I shouldn't give away this sauce... but it's life changing as a creative strategist. Winning ads truly come down to this one thing. Almost nobody talks about it because it takes about 1,000+ reps to notice the pattern. And once you see it, you can never see a winning ad the same way again. I'm talking about Internal Narrative Identity. This DOES NOT mean personas. Because personas are what WE think of the audience. Internal Narrative Identity is what THEY THINK OF THEMSELVES. You have to speak directly to the identity you're targeting from the music, to the background/setting, to the font, to the UGC creator's necklace. EVERY LITTLE THING. Showing the popcorn ceiling with a smoke detector does more than you think. Showing someone with a tattoo on their neck gives you an idea about how they think. Showing a coffee mug that was handmade and hand painted gives the audience another thing to judge. All of these things subconsciously signal who it's for. Identity also shapes the messaging, the offer, the framing, the emotional triggers, everything. That's why the foundation of any winning ad is identity. And the best way to understand their identity is by doing deep research. How to do this: Collect hundreds of real audience comments with Perplexity, score them, find patterns, debunk fake ones, and put together a plan for targeting what people care about based on the proof. No guessing or assumptions based on how WE see people, but how THEY SEE THEMSELVES. If you want my Internal Identity Research Report Prompt, REPOST and comment "ID." – at Laguna Niguel, CA