Frasers Methods
Fraser CottrellMethods and Strategies to help DTC brands use ad creative to help scale their brands from Fraser Cottrell
| Platform |  | Pricing | Only free issues | Publishes | Weekly |
|---|---|---|---|---|---|
| Issues | 84 | Last Issue | 7 days ago | Active |
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frasercottrell.beehiiv.comLatest Issues
I stopped using hook rate to judge ads
One of our best performing ads had a 21% hook rate.
By most people's logic that's a dud. Bin it, make another one.
It had a 2.2% click through rate.
That ad was for Aloha. The people who scrolled past were never going to buy it anyway. T...
Your best static ad is only half finished.
You've got one that works. Good hook rate, decent CPA, been running for weeks. So you make three more in the same style and call them variations.
Meta doesn't agree.
Since Andromeda, a recoloured version of the same asset gets read as the...
How many ads should you actually launch?
Everyone tells you to make more ads.
Nobody tells you how many.
And the honest answer is that it changes completely depending on what you're spending. The volume that works at £20k a month will actively hurt you at £250k a month. And the...
Why your creative strategist isn't working
Everyone is hiring a creative strategist right now.
Job boards. My DMs. My strategists' DMs. All of it.
And the brands that actually land a good one are paying serious money to keep them.
Here's the part most people skip past.
A few yea...
15 years of Meta, brutally honest
Hey!
15 years making ad creative teaches you things nobody in this industry wants to say out loud.
So I said them. 14 of them. It's all in a new video that just went live.
A few of the ones people won't want to hear:
→ ROAS is a vanity...
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