Performance Creative Handbook

Performance comes from structure and proof, not from vibes. This handbook turns creative into a repeatable engine.

Blueprint

• 0–2s hook: problem or promise anchored in outcome.
• 3–7s social proof: quote, rating, stat.
• 8–15s demo: show, don’t tell.
• 15–25s CTA: one offer, one step.

Testing matrix

3 hooks × 2 offers × 3 routes (facecam, screen, UGC). Cull fast, scale winners for 7–14 days.

Asset system

Keep raw footage and captions in a shared library. Recut near-winners weekly.

QA checklist

• Legible subtitles on mobile.
• Logo/brand motion within first 5s.
• Proof above the fold on LP.