Marksman: Test multiple angles (3+) with 1 variation each. Fast direction finding. Good for initial testing when you don't know what works.
Sniper: Once you find a winning angle, test 3 variations of THAT specific angle. Deep optimization. Good for scaling winners.
Your workflow: Use Marksman first to find direction β Switch to Sniper to optimize the winner.
You have 3 seconds to capture attention. Optimize the first 10 seconds before optimizing anything else.
People don't buy products. They buy better versions of themselves.
Example: Collagen brand. Don't sell "protein powder". Sell "the identity of someone who takes care of their skin, has strong nails, and ages gracefully."
Application: What identity does your customer want to embody? Build your creative around that dream identity.
There are only ~6 mass instinctive desires that drive all human behavior:
Your job: Identify which desire your product serves, then create headlines and creatives that speak directly to that desire's pain point or aspiration.
Brief template: Context β Problem β Discovery β Solution β CTA (Max 30s)
Follow-up sequence:
Ideal creator profile: 10K-100K followers, high engagement (>3%), niche-relevant, authentic (not overly polished).