3 MINUTES BULLSHIT WITH GEORGE #30: Tips to Achieve Creative Excellence with Hannah Parvaz

Episode #30 of 3 MINUTES BULLSHIT WITH GEORGE featured Hannah Parvaz, Founder at Aperture. We discussed how to achieve the highest level of creative excellence in the app industry.

You can listen to the full episode here:

In this episode of 3 MINUTES BULLSHIT WITH GEORGE, George Natsvlishvili is joined by Hannah Parvaz, Founder at Aperture. Aperture is a growth marketing agency with a focus on mission-driven mobile apps.

Hannah shares his experience as a Mobile Growth Expert about the tips and tricks to achieve creative excellence.

Check out all the other episodes of 3 MINUTES BULLSHIT WITH GEORGE on our website or on Youtube channel.

Connect with Hannah and her company here:

Timestamps:

00:00 Dance

00:15 Hannah’s Introduction

00:30 Tips to Achieve Creative Excellence

03:04 Bloopers

Transcript & Key takeaways from the episode:

To achieve the highest level of creative excellence in mobile advertising you have to use first the customer-centric approach, i.e. you shall crack, understand, and learn customers' language, motivations, and challenges.
Then you shall translate these insights into ad copy to resonate with your target audience effectively.
Then you shall move forward with the iteration process of testing various ad versions (A/B/C/D testing) to identify the most successful approach.
Once a winning ad direction is identified, you can extend it to other aspects of marketing, such as creating custom product pages and integrating the ad's theme into the app itself. This integrated approach is seen as the key to achieving creative excellence and ensuring consistency in messaging throughout the customer journey.

George: I have one question for you. The question is regarding the creatives. How to reach the highest level of creative excellence?

Hannah: The highest level of creative excellence. Hahahaha… I have got. I know I know exactly how to reach the highest level of creative excellence. So let's say we're talking Facebook ads and we're struggling, you know, with any... I’ve spoken to a lot of companies if any of them tested, like two creatives so far, they can share, right? So what we have to do is talk to the customers first. We understand a bit about them, understand the language, they use. Like, what kind of words are they actually saying? Understand from their language, then what are the things that are motivating them, or the things that are blocking them. Like, what are their struggles and, you know, goals and so on. We take those things, we turn them into copy.

So, you know, if someone is saying that they want to have better conversations and contribute more to conversations, you can say, you know, we or say… or that some people told us, for example, that they want to see more interesting. So we then turn that into copy and become the most interesting person in the room.

We run several different versions against each other. So we’ve got like an ABCD test. We see which one performs best.

So, you know, you have, let's save the four. One’s, “You're stuck at home, take your mind for a ride”. One’s, “Become the most interesting person in the room”. One’s, “Don't listen to the news, don’t read the news, sorry, listen to it”. So you've run all of these to see which one performs best. Let's say, “Learn something new” one. You take that creative, you take that, you know, direction, and then you start experimenting along that side.

So that's how you nail your creative excellence at the beginning. So, let's say, then we've got this “Learn something new every day”. We can then turn this into a custom product page on the App Store, and make it really nice. Make it line up all of the copies. And then once you've done that, you can actually build a “Learn something new” flow into your app itself. So you've got your full Creative Excellence flow going down straight into your product.

George: Cool. So you are saying that first, you have to ask a customer what works best. Then you have to iterate. Then you have to test. And then you have to do a segmentation and split on Custom Product Page.

Hannah: Exactly.

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