Dara Denney – Performance Creative Master Course

What You Get:

Introduction: Welcome!

• A personal note from Dara
• How to get the most out of this course…

Creative Strategy Research

• Why is creative strategy research SO important?
• How to Conduct a Reputation Analysis
• How to Mine Customer Testimonials
• Golden Nugget Reviews: The Secret Sauce to Creative
• How to Analyze Your Competitors’ Creative THE RIGHT WAY
• How to Quickly Analyze Past Performance
• How to Present Your Creative Strategy Research to Your Team

Creative Formats That Convert

• How to Use This Section + Notion Guide
• The 10 Creative Formats to Test First
• 10 UGC Strategies That Convert
• 15 Creatives for Service Businesses, B2B, and Info Products

Consumer Psychology and Messaging That Converts

• Overview
• The 16 Human Desires
• Advertising Strategies That Scale (How to Take Big Swings with Your Creatives)
• Copywriting That Converts: Primary Text

The Creative Strategist Toolkit

• The Tools I Use Everyday as a Creative Strategist

How to Build an In-House UGC Team

• Overview
• How to Write a UGC Brief that Results in Winning Creative
• How to Source UGC Creators
• How to Build an In-House UGC Team

The Creative Project Workflow

• An Overview of The Creative Process
• How I Use Trello as My Project Management Tool
• The Creative Roadmap: How to Track Your Creative Pipeline
• How to QA Your Creatives

How to Test Your Creatives

• Naming Conventions (Surprisingly important!)
• How to Make a Creative Testing Framework
• How to Test Creatives (TWO DIFFERENT METHODS!!)

How to Analyze Creatives (Advanced)

• Overview: My Creative Analytics Cheatsheet
• The Key Metrics You Need to Track (and my take on attribution softwares)
• The Reports You Need to Be Running Weekly, Monthly, Quarterly
• How to Lead a Creative Retro with Your Team (Slide deck!)

What’s next?

• Iterations to Make When You Find Winners and Losers