Ad8 Journal
Better questions. Inspectable evidence. Original ideas worth testing. Field guides for the work between finding an ad and deciding what to make next.
New articles every two days.
A 25% headline is not automatically a bigger offer than 20% or 15%. Read an offer in six parts, keep the wording and the unknowns, and turn the comparison into a creative test.
“Strong hook” and “premium” are verdicts, not tags. Build a small taxonomy of observed and inferred facets so your team can count, filter and compare ads next quarter.
A competitor ad that has run for months deserves a look, but it cannot tell you what it earned. Here are seven other explanations, a clue ladder and safer language for your notes.
A weekly competitor ad review works better with a clock. Five timed blocks take you from a coverage check to one test card with a proof line and a decision rule.
A swipe file stores what looked good. Research starts with a question, a declared sample and notes that separate what you saw from what you suspect. Here is a five-move method.
