The guide

Ads that earn their budget

The ad looks good and sells nothing. This route runs from awareness stages to creative testing, in the order a media budget actually meets them.

Ad creative briefed, varied and tested against what the account can teach you.

The route, in order

first-proper-video-01

What to buy first

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one-day-month-of-content-01

A formula beats a calendar

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reading-the-numbers-01

Which numbers actually mean something

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sound-room-to-master-01

Why your video sounds like a room

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filming-lessons-with-instruments-01

Ten mistakes people make filming a lesson they teach

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product-on-camera-01

Ten mistakes people make filming their own product

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thumbnails-and-hooks-01

Thumbnails are chosen at fingernail size

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working-with-bubi-01

What result are you expecting?

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ads-that-earn-01

Five stages of awareness in one ad account

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first-proper-video-02

Three-point lighting for people who film themselves

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one-day-month-of-content-02

One filming day, a month of posts

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reading-the-numbers-02

How to audit your own channel

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sound-room-to-master-02

Why your video sounds echoey

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filming-lessons-with-instruments-02

Recording an instrument and a voice together

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product-on-camera-02

Photographing every product the same way

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thumbnails-and-hooks-02

Three thumbnails

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working-with-bubi-02

Is a free audit just a sales call?

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ads-that-earn-02

Writing ad angles from pain points

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first-proper-video-03

How far should a microphone be from your mouth?

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one-day-month-of-content-03

Filming so you can repurpose later

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reading-the-numbers-03

What a channel audit should contain

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sound-room-to-master-03

Hum, fans and the fridge

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filming-lessons-with-instruments-03

Two microphones, one hollow sound

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product-on-camera-03

Lifestyle photos and product photos

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thumbnails-and-hooks-03

How long is a hook?

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working-with-bubi-03

Per video, monthly or retainer

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ads-that-earn-03

What a media buyer needs from your creative

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first-proper-video-04

Ten mistakes people make filming themselves talking to camera

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one-day-month-of-content-04

A b-roll list you can use again

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reading-the-numbers-04

Reading one video to brief the next

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sound-room-to-master-04

How far should a microphone be from your mouth?

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filming-lessons-with-instruments-04

Mixing a lesson so people can follow it

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product-on-camera-04

Cut-out images for marketplaces

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thumbnails-and-hooks-04

Film three hooks

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working-with-bubi-04

How to brief a video editor

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ads-that-earn-04

How many ad variants do you need?

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first-proper-video-05

Why your video sounds echoey

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one-day-month-of-content-05

Cropping to vertical without losing the subject

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reading-the-numbers-05

Your comments are writing your next video

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sound-room-to-master-05

Lavalier microphone mistakes

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filming-lessons-with-instruments-05

Giving every camera angle a job

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product-on-camera-05

Unboxing videos that are not an afterthought

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thumbnails-and-hooks-05

Where the eye goes first

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working-with-bubi-05

Who decides what

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ads-that-earn-05

Creative testing and audience testing

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first-proper-video-06

Why your edit feels slow

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one-day-month-of-content-06

Why a short cut from a long video fails

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reading-the-numbers-06

A social report that changes what you film

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sound-room-to-master-06

Do you need more than one microphone?

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filming-lessons-with-instruments-06

Why your multi-camera edit looks off

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product-on-camera-06

What changes when an agency holds your product

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thumbnails-and-hooks-06

On-screen text that answers a question

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working-with-bubi-06

How many revisions is normal?

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ads-that-earn-06

Why your ad looks good and sells nothing

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first-proper-video-07

Thumbnails are chosen at fingernail size

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one-day-month-of-content-07

Feed and Story are two assets

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reading-the-numbers-07

The report that stops two rows early

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sound-room-to-master-07

Noise removal, and when to stop

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filming-lessons-with-instruments-07

Your course videos are being edited like your YouTube videos

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thumbnails-and-hooks-07

Carousels people actually swipe

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working-with-bubi-07

Who answers when someone is angry

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first-proper-video-08

How long is a hook?

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one-day-month-of-content-08

Why LinkedIn ignores your TikTok

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reading-the-numbers-08

An A/B test that teaches you something

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sound-room-to-master-08

How loud should music be under a voice?

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filming-lessons-with-instruments-08

Should you cut out every breath

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working-with-bubi-08

Systems you keep when the editor leaves

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sound-room-to-master-09

Why your audio is quiet on YouTube

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working-with-bubi-09

Getting your project files back

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sound-room-to-master-10

What mastering does that turning it up does not

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