1. CRO
   1. Hierarchies
      1. Visual
         1. Font
            1. Always Sans-serif
            2. Size
            3. Headlines
            4. 32-40px
            5. Section Headers
            6. 20-24px
            7. Body/bullets
            8. 16px
            9. Divisible by 4 for congruency
         2. Direction
            1. Size
            2. Bigger size = more important
            3. Media
            4. Human eyes follow eyes
            5. Eyes are directed toward media
            6. Color
            7. Accent colors to direct eye
            8. Less colors to avoid fatigue
      2. Informational
         1. Amount
            1. Too much
            2. Confusion
            3. Higher bounce rate
            4. Too little
            5. Irritation
            6. Higher bounce rate
            7. Right balance
            8. Found using information hierarchy
            9. Questions to ask
            10. Target audience: who are you communication with?
            11. Solution awareness levels determine "what" of content
            12. Relevance determines length
            13. More aware = less
            14. Less aware = more
            15. Goal: What do you want them to do?
            16. Complexity/Effort/Risk = Threat
            17. Threat determines length
            18. Source: Where is the traffic coming from?
            19. Solution/Brand/Interest/Intent = Temperature
            20. Solution awareness
            21. Brand awareness
            22. Interest level
            23. Relevancy
            24. Problem
            25. Solution
            26. brand
            27. Intent to take action
            28. Temperature determines goal
   2. Process
      1. Research
         1. Quantitative
            1. Data analysis
            2. Micro conversions
            3. TOP
            4. Bounce rate
            5. Scroll/Heat map analysis
            6. Scroll depth vs information
            7. Click distraction vs frustration
            8. Technical analysis
            9. Cross device debugging
            10. Speed
            11. What's happening?
         2. Qualitative
            1. Heuristic analysis
            2. Relevance
            3. Friction
            4. Incentive
            5. Surveys/user testing
            6. Polls
            7. ICP user testing
            8. Funnel walkthrough
            9. Debugging
            10. Personal walkthrough
            11. Why is it happening?
         3. Hypothesis = What + why + how
      2. Prioritization
         1. Just do it
         2. Test it
         3. Need more research
      3. Design
         1. Wireframe
         2. Copy
         3. Design
      4. Testing
         1. Usability
         2. A/B
2. Neuromarketing/Psychology
   1. Chemicals
      1. Dopamine
         1. Reward system
            1. Compliance psychology = more rewards
            2. More reward/perceived reward = more dopamine
         2. Feelings to elicit more dopamine
            1. Familiarity
            2. Retargeting
            3. Follow ups
            4. Comfort zone expands with familiarity
            5. Solution
            6. Product
            7. Brand
            8. Person
            9. Calmness
            10. Routine
            11. Control
            12. Controlled options
            13. Options
         3. Actions to elicit more dopamine
            1. Prime to maintain high dopamine levels
            2. Frame to increase dopamine levels
      2. Cortisol
         1. Feelings
            1. Anxiety
            2. Fear
            3. Stress
         2. Bad priming
         3. Bad framing
   2. Thinking modes
      1. Diffuse/unconscious
         1. Emotional
         2. 95% of your decision making process
      2. Focused/conscious
         1. Logical
         2. 5% of your decision making process
      3. Rules/exceptions
         1. Emotional build up
            1. Prime for desired emotion
            2. Frame to increase desired emotion
            3. More emotion = more nonconscious motivation
         2. Sales complexity determines overruling thinking mode
            1. More complex = more logical
            2. Less complex = more emotional
   3. Cognitive Biases
      1. Priming
         1. What to expect
            1. If I click X, then Y will happen
            2. When I click X I expect to see Y
            3. I expect X to look like Y
         2. Message match
            1. Match Ad copy to LP copy
            2. Match CTA copy to CTA
         3. Visual match
            1. Match ad creative to LP
            2. Match ad color/style LP
      2. Framing
         1. Is it valuable?
            1. Appeal: I want it (relevance)
            2. Exclusivity: I can't get it anywhere else
         2. Is this trustworthy?
            1. Credibility: I believe in it/you
            2. Correct the precise source of anxiety
            3. Correction at same time/place of anxiety source
            4. Correction amplified to overcome irrational fears
            5. Clarity: I understand it/you
         3. What's the cost?
            1. Material: I have to pay this much
            2. Mental: I have to do this much
      3. WYSIATI
         1. What you see is all there is.
         2. If I don't see X, then I won't find it with Y.
3. Buyer Journey
   1. Needs development
      1. Channel
         1. Search
            1. How to
            2. What is
         2. Display/Youtube
            1. People
            2. Similar audiences
            3. Affinity/custom affinity
            4. Detailed demographics
            5. Content targeting
         3. Facebook
            1. Objectives
            2. 1.) Reach
            3. Videos/images
            4. Stories (IG only)
            5. 2.) Video Views
            6. Video
            7. Canvas (FB only)
            8. Stories (IG only)
            9. 3.) Brand awareness
            10. Photos/videos/carousel
            11. Canvas (but more adapted to traffic)
            12. Edutainment content
            13. Entertaining
            14. Educational
            15. Audiences
            16. LAL audiences
            17. ICP Saved audiences
      2. Goal
         1. Problem aware
            1. 1.) Elaborate on problem
            2. Problem deep dive
            3. 2.) Intro & walkthrough of solution
            4. Solution deep dive
            5. 3.) Intro to your brand
   2. Consideration
      1. Goal
         1. Solution aware
            1. 1.) Walkthrough of your solution
            2. Solution deep diive
            3. 2.) Benefits of your solution compared to others
            4. Position change + stakes over feats/benes
            5. Status Quo > competitiors
            6. 3.) Intro to your brand
            7. 4.) Lead magnets/social proof/authority (FB ads)
      2. Channel
         1. Search
            1. general product or service
            2. plumbing cost/running shoes
            3. goal tracking app/Nike
            4. Comparison verbiage
         2. Display/Youtube
            1. Custom intent
            2. Channel/video
            3. Keywords
            4. In-market
            5. Life events
            6. Retargeting
            7. low value pages
            8. low value behaviors
         3. Facebook
            1. Objectives
            2. 4.) link click
            3. link/carousel
            4. Canvas/collection
            5. Stories (IG)
            6. Nurture
            7. Audiences
            8. Custom audiences
            9. Low value page retargeting
            10. Low value action retargeting
            11. Post engagement
            12. Video view %
            13. Low
            14. Mid
            15. High
            16. Low time on page
            17. LAL audiences (small budget)
   3. Action
      1. Goal
         1. Product aware
            1. 1.) Short summary of solution
            2. 2.) Benefits of solution compared to others
            3. Change + stakes over feats/benes
            4. Status Quo > competitors
            5. 3.) Carrot
            6. Offer
            7. Discount
            8. Special offer
            9. Lead magnets
            10. fact sheets
            11. Quizzes
            12. White page
            13. non-personal presentation
            14. Webinar
            15. demo
            16. Quizzes
            17. 4.) FB ads
            18. Social proof
            19. Case studies
            20. Testimonials
            21. Overcoming objections
         2. Most aware
            1. 1.) Carrot
            2. Offer
            3. Coupon
            4. Splinter offer
            5. 2.) Important offer details
            6. 3.) FB ads
            7. Testimonial
            8. Pull back
            9. FOMO
            10. Scarcity
            11. In person presentation
            12. Demo
            13. Trial
            14. Consultation
      2. Channel
         1. Search
            1. Specific product or service
            2. Plumber (city)/Nike c9
            3. ClickUp/Mint
            4. RSLA
         2. Display/Youtube
            1. Customer match
            2. Remarketing
            3. High value behaviors
            4. High value pages
            5. Custom intent
            6. Keywords
            7. Specific video
            8. Specific high intent channel
         3. Facebook
            1. Objectives
            2. Lead
            3. Website Traffic (link click)
            4. Link/carousel
            5. Canvas/collection (FB only)
            6. Stories (IG only)
            7. Website conversions
            8. Lead ads
            9. Transaction
            10. Conversion ads
            11. link/carousel
            12. Canvas/collection
            13. IG stories
            14. DPA ads
            15. link/carousel
            16. canvas/collection
            17. Store visits
            18. Carousel
            19. Canvas
            20. Goal
            21. Product aware = traffic and lead gen
            22. Most aware = retargeting to close the sale
            23. Audiences
            24. List audiences
            25. Custom audiences
            26. high value page retargeting
            27. High interest actions
            28. High percentage video views
            29. High time on page
   4. Rules/exceptions
      1. C = 4M + 3V + 2(I-T) + 2A
         1. M = motivation
            1. Cannot be directly affected
            2. Can be measured/determined
            3. What is motivating?
            4. Harvest > demand
            5. Source
            6. CTR
            7. LP element
            8. Few clicks = want
            9. Many clicks = frustation
            10. Ad
            11. How much (interest/want)
            12. C = conversions
            13. Time on page
            14. Bounce rate
            15. Relevancy determines intent/interest
            16. Facebook
            17. And/or = better relevancy
            18. LAL % = better relevancy
            19. Google
            20. Search
            21. Less search terms = more relevancy
            22. [exact match] = least search terms
            23. Broad match = most search terms
            24. Display
            25. layering = better relevancy
            26. People
            27. Demographics
            28. Geo/Languages
            29. Audience
            30. Content
            31. Placements
            32. Contextual
            33. Interests
            34. Topics
            35. Youtube
            36. People + content layering = more relevancy
            37. Relevancy = specific video > channel
         2. A = anxiety
            1. I = incentive - T = threat
            2. Offer/incentive threat can be decreased to match awareness
            3. Speed up funnel process through low high incentive/low threat offers
            4. Low threat offer + Compliance psychology = faster conversion speed
            5. Complexity/Effort/Risk = Threat
            6. Anxiety = lack/amount of trust/proof
            7. Cortisol levels
            8. Lack of consistency/bad priming
            9. Bad framing
            10. Lack of understanding/clarity
            11. Informational overwhelm
            12. irrelevant information
            13. Choice fatigue
         3. V = value proposition
            1. High dopamine
            2. Good framing
            3. I want this
            4. I can only get it from you
            5. I really want this and can only get it from you
            6. Good priming
            7. Relevancy
            8. Right audience
            9. Right message
            10. Right offer
            11. PVD = VP - C$n
            12. PVD = perceived value differentials
            13. Vp = perceived value incentive
            14. C$n = net cost of incentive
            15. Material cost
            16. Mental cost
      2. Ea = 2at + I + as
         1. Ea = effective ad
         2. At = ability to capture attention
            1. 1.) Size
            2. 2.) Shape
            3. 3.) Color
            4. 4.) Motion
            5. 5.) Position
         3. I = ability to turn attention into interest
            1. Appeal
            2. Exclusivity
            3. Credibility
            4. Clarity
         4. As = threat of the ask
            1. Buy now = higher threat
            2. Learn more = lower threat
            3. Threat = intent primed from ad copy = action
            4. Awesome free lead magnet =/= buy now
            5. Awesome free lead magnet = get offer
      3. Algorithmic advertising
         1. Learning modalities
            1. Different ad types for different personality types
            2. Some people like reading/others like video
            3. Different objectives for different modalities
         2. Restrictive budgeting
            1. Can force algorithm to work more efficiently
            2. Scale working ads
            3. examples
            4. Ie. Budget too low + maximize conversions on Google
            5. $1/day + high volume ads = right ad at right time
      4. Retargeting
         1. Email
            1. 90 day actives
            2. 90 day inactives
            3. Opt outs
            4. Buyers
            5. Never opened Email
         2. Website Traffic
            1. Custom splinter
            2. Specific pages
            3. Funnel pages
            4. Sales pages
            5. Cart pages
            6. Time on page
            7. Top 25%
            8. Top 10%
            9. Top 5%
            10. Conversions
            11. Leads
            12. Initiate checkout
            13. Purchase
         3. FB only targeting
            1. Video
            2. Very short video
            3. < 15sec
            4. 50%
            5. 95%
            6. 16-30 sec
            7. 50%
            8. 95%
            9. 10 sec ret Short videos 31 sec - 1 min
            10. 25%
            11. 50%
            12. 75%
            13. 95%
            14. 10 sec ret Mid-size videos 1 min - 4 min
            15. 25%
            16. 50%
            17. 75%
            18. 95%
            19. 10 sec ret long videos 4 min - 10 min
            20. 25%
            21. 50%
            22. 75%
            23. 95%
            24. Interactions
            25. Page FB/IG
            26. Sent a message
            27. Engaged with
            28. Clicked CTA
            29. Visited
            30. Post
            31. Engaged with
            32. Saved
            33. Ad
            34. Lead ad
            35. Open/no submit
            36. open/submit
            37. instant experience
            38. opened & click
            39. Engaged with
            40. Saved
            41. Events
            42. Responded
            43. going or interested
            44. going
            45. interested
            46. Engaged
            47. visited the event page
            48. engaged
            49. engaged with tickets
            50. Purchase
            51. Intend to purchase
            52. Purchased
            53. Rules
            54. Create saved audiences for all targeting options
            55. All
            56. Excluding leads
            57. Excluding sales
            58. Restrictive audience size for more impressions
            59. HOT 28
            60. HOT 7
            61. Restrict budget for more efficiency