CEO @ SelfMade + Building Skipper | AI + performance creatives 🎨📱 | Forbes Top 500 Employers 💰 | Book a call 👉 https://teapawt.org/t.co/uyvc1LaTEU 👈
Brooklyn, NY
Joined April 2023
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Spot a one-stop agency offering SEO, TikTok, Google, Facebook Ads, and organic socials?
Sprint the other way
Why settle for okay when you can work with specialists who excel in their niche?
Choose specialists
fam, it's Q4, and you’re sleeping on Meta’s GenRecs update that came out on Oct 28th (too focused on Midterms! i get it...)
I was too, until Janet on our team walked all of us through it on our Monday call
You already know Andromeda and GEM. GenRecs is the new piece. THE TRIFECTA MFS
An LLM now reads the picture and the words on every ad and boils it down to a handful of tokens. Meta’s engineers compare it to related words sharing a root. So your brand new ad gets filed next to ads that look like it before a single person has clicked on it
If you’re running 10 ads with the same product shot and 10 different headlines, Meta might file them as one ad. This is well-known, but also now more explicit
HERE'S THE BIG TAKEAWAY:
If you’re testing a new ICP!!! I mean this is how you scale, no?
Andromeda and GEM lean on what people already clicked in your account. A brand new ICP has zero clicks, so what’s on the ad is the first thing Meta has to go on
Put them on the ad. First grade literal.
“Are you 60+ and dealing with X PROBLEM?” We call it brick to forehead internally
Grain of salt time. GenRecs added nearly 2% more conversions on Facebook Feed, in the segments Meta tested it on. GEM is still doing most of the heavy lifting. And Matt Steiner, who runs ads ranking at Meta, told AdExchanger that new ads still need time: “You still have to learn.”
Also one of our clients just ran a test where the ads with zero text beat the ones calling out the persona. So we’re testing the brick, same as everything else
Meanwhile Meta’s average price per ad went up 14% last quarter. Love that for us
Anyone seeing spend spread across more ads since Oct 28? Curious if it’s real or vibes
The age of AI editing is officially here. If you're not doing it, start. The generalists will prevail
Will Sartorius retweeted
You have a sick Claude workflow. Trained on your past content and voice.
Skills to never post slop. Agents that feed you more content ideas than you can ever do yourself.
You can tell when other people are using AI for content. But not you. You’ve created and trained skills to make it sound like you.
You don’t think people can tell you’re using AI.
I promise you, we can tell.
your moat is taste. what is taste? it's having a opinion. what is a opinion? something that your sloppy sludgy copywriting companion ain't gonna come up with. stop outsourcing yourself... it's getting boring
8:29pm Tuesday broken record thoughts: please learn creative strategy first, develop your own taste, and then use AI. Otherwise YAGMA
One of the most thoughtful and smartest, and forthcoming (that’s NYC baby!) guys around
Great op
The biggest mistake I've made in the last 5 years is keeping my team tiny.
In past jobs, I led multiple large teams, but after doing that for so many years, I got tired of it, so when I went out on my own, I kept my team small.
Now I'm seeing more and more that staying lean has only held me back, especially with getting @urlloveit_ off the ground.
Soooo, now I’m opening up a couple of roles for the best people to join my tiny team.
Top priority: 1 world-class media buyer with an interest in and understanding of creative and CRO, and maybe 1-2 media buyers who want to become world-class.
2nd priority: mid- to senior-level coder/developer and/or someone who's great at vibecoding and loves doing it.
3rd priority: marketing generalist/coordinator who can wear many hats.
If you’re interested in any of the above or see yourself working well with me in any capacity, now's your time to shoot your shot:
hottgrowth.com/hott-jobs
feedback: this brief doesn’t land
me: pastes into claude “does it land now”
claude: yes king 👑
next brief: doesn’t land
If you’re tryna make premium looking static ads, just tell Opus 5.5 you want it to composite “premium looking ads”. Shocker
I don't think people are making a big enough deal about Opus's ability to composite static ads. This officially makes AI editing ROI positive (and much faster)
Will Sartorius retweeted
I love Park Slope. I will defend Park Slope. I lived in Queens until I was 25 and only left because I love Park Slope. But to me, the most Park Slope thing of all time is when I heard someone scold their dog with “We talked about this!”
Will Sartorius retweeted
Cool people talking about cool things at the Foxwell meetup in NYC today. The best crowd as usual.
Great job @heyitsalexP @JoWall202 @Abir_CFO @will_sartorius and other speakers and thank you @andrewfoxwell for organizing.
Will Sartorius retweeted
@will_sartorius doesn't let his creative strategists near AI tools until they can do the work "analog style" first.
Should you master creative strategy manually before letting AI amplify it?
What do you think? Leave your comments below 👇
Full episode: youtube.com/watch?v=uLZJj6jw…
Will Sartorius retweeted
Fable 5.1 isn't just faster, it's smarter.
Have you noticed AI getting meaningfully better at project-level thinking, not just single tasks?
Watch the full episode → youtube.com/watch?v=uLZJj6jw…
~$100k of net new spend since August from one snipe
A hyper-specific demo everyone in the room said was too niche
Precision beats the shotgun. Fight me on this
Turns out the TAM was there the whole time
Receipt
Two of the best use cases I've found for Opus 5.5 ... better than any other model:
1) Layering AI statics ... so they are editable in Photoshop (bruh, right?)
2) Dropping in a podcast vid and having it make ads from it (context on performance is useful here!)
.@joechura I believe is single-handedly the best Claude Code user I have ever met. And this is not an ego stroke. If you are running a DTC/wholesale business and looking to automate a lot of the busy work, this is a must-listen
