Work
Sorry Babe (song)
Mars Men. Animated song ad (music video), Pixar-style 3D, about 80 seconds.
In one line: the guilt angle (she thinks it's her, and he lets her), as a funny song he sings to her, so she can buy it too.
1. THINKING: same insight, different format
The guilt angle, as a funny, catchy song instead of a heavy drama. The crisis moment doesn't need to be a blatant F-you while they're doom-scrolling. The punch is the truth nobody says out loud, and sometimes the best way to say it is with a joke. So I wrote it as a song, sung by him, to her.
Funny first, then the punch. Couch potato, the silk he didn't notice, then the second chorus turns it:
I'm sorry, babe / It isn't your body / My battery's in the red
That's the whole story in twelve words, inside a song you'd hum. The product arrives as a routine he can copy, and "I'm sorry, babe" becomes "I'm not sorry."
Who can buy from it. He can. And so can she. The wife who's spent two years wondering if it's her hears a song telling her it never was her, and buys it for her husband. When I went through 59 of Mars Men's ads in September, every one was written to him. Not one talks to her.
2. GOES TO EDITOR: storyboard and brief
MARSMEN_02102026_JAMIE_MM_LIBIDO_SORRYBABE_META
Hook 1
The song as it opens: "I'm sorry, babe / That I'm a couch potato".
[HOOK VISUAL: Model the opener on https://www.youtube.com/shorts/j7qoeBXV9BA. Close-up of him playing the guitar, his face never shown. Over the guitar we see her: shocked at the first "I'm sorry, babe", then swaying and vibing along by "couch potato".]
Hook 2
[HOOK TEXT: When your 🍆 don't work... so you write a song instead of talking about it]
[HOOK VISUAL: Same guitar opening as Hook 1, with the text on screen from frame 1.]
Hook 3
[HOOK TEXT: She wore the silk. He fell asleep.]
[HOOK VISUAL: Opens on the silk scene: her lighting candles in the champagne nightie, him already asleep in bed.]
Body
[GENERAL VISUAL INSTRUCTIONS: You lead on visuals. The character references are the only fixed thing: keep the family identical in every shot. The inspiration shots in the folder are ideas, one per lyric line; use, change or ignore them. Cut to the music and keep it moving. Mars Men appears where the lyric names it ("breakfast with Mars Men"). The bedroom stays suggested, never shown.]
Tina Su, "Used To Have…"
Tina Su runs Hi Mama, a programme for parents of children with autism and ADHD. I made this ad for her as a gift, after hearing her tell her son's story on Alex Hormozi's show Scale or Fail.
She wasn't recording an ad. She was being coached on her business. She started telling her son's story, and told it beautifully. That's the audio. Her voice, unbroken, start to finish.
Same parent, two openers: her live ad calls out parents and says "This is for you." Mine opens on her voice: "My son used to have autism, ADHD, and epilepsy." The same parent is qualified just as fast, but it hits them in the stomach first.
No colour until there's some hope: scratchy pen and ink for the worst of it, three seconds of silence when she can't finish "in only two years…", then real footage of him hugging her, real parents, and the call to action.
Call-In (podcast)
Mars Men. Podcast call-in format, about 80 seconds.
In one line: a woman calls in because her fiancé wants to go on testosterone while they're trying for a baby, and a host who's been there tells her what they did instead.
1. THINKING: she doesn't know she has the problem yet
The buyer is the wife, and she's unaware. Few couples know testosterone therapy can shut down sperm production. The ad hands her that as overheard news, then a peer who has already solved it. By the time Mars Men is named, it's the answer to a problem she realised 20 seconds earlier.
Kept: the radio call-in format (The Ramsey Show / George Kamel reels), a real person's problem overheard with the hosts reacting, and the AI podcast look: two hosts at a desk, fast cutting, the product dropped into conversation.
Swapped: the call is about a fertility conflict instead of money, the hosts are women talking woman-to-woman, and the host is the testimonial.
2. GOES TO EDITOR: the brief
MARSMEN_02102026_JAMIE_MM_FERTILITY_CALLIN_META
Hook 1
[HOOK BOX: WE'RE TRYING FOR A BABY AND HE WANTS TO START TESTOSTERONE]
[HOOK VISUAL: Split screen from frame 1. Host A top, head turned toward the caller's line, one eyebrow already up. Host B bottom, hand to her chest, "oh no" face. Box across the seam, "CALLER ON THE LINE" label top left while she speaks. First cut to a full-frame single of Host B at about 4s.]
Hook 2
[HOOK BOX: I TOLD HIM IT'LL STOP US HAVING KIDS.]
[HOOK VISUAL: Same split. Host A leans back and folds her arms as the caller says "it's gonna stop us from having babies".]
Hook 3
[HOOK BOX: HE THINKS I'M MAKING IT UP ABOUT TESTOSTERONE]
[HOOK VISUAL: Full-frame single of Host A from frame 1, slow knowing nod, then cut to the split.]
Body
[GENERAL VISUAL INSTRUCTIONS: The audio runs the same under all three hooks; only the box text and opening frame change. Split screen is the resting state. Cut to a full-frame single on lines that land (the needles joke, "I got him Mars Men", "That's actually why I ordered it"). While the caller speaks, show the hosts reacting and keep the "CALLER ON THE LINE" label up. Keep cuts short: no shot much past 4 seconds; feed the eye with reaction cutaways during the benefits run, where the audio carries the most and the picture tends to sit still. The laugh gets one wide two-shot of both hosts, shot native 9:16 (not a 16:9 frame letterboxed), landing mid-laugh. No product on screen until the end card. End card over the last 5 seconds of room tone: the Mars Men pack, the CTA button, and only on-screen claims the brand has approved. Editor decides shot order, reaction choices and caption timing.]
Five Pills
Men's health supplement.
In one line: a sleep-gummy TikTok that did about 48M organic views, rebuilt as a husband's "she was right" punishment video, so his wife buys it.
1. THINKING: beating the control
The control: Christina Kirkman × Lemme Sleep. A skeptic tells the brand owner it won't work, tests it carelessly, then has to admit on camera that it did. That admission is the proof.
How to read the grid:
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Section: the beat, and its one job.
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Inspo winner: Kirkman's words.
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Line-for-line copy: her words with the product swapped in. Clunky on purpose, because it shows what carries over.
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My version: the final script.
Kept: one take to camera, the silences, skeptic for over half the video, the concession.
Swapped: the skeptic is an older husband, the buyer is his wife, the category is men's health, and the voice is dry and Australian.
2. GOES TO EDITOR: the brief
BRAND_02102026_JAMIE_SKU_SHEWASRIGHT_FIVEPILLS_META
Hook 1
Five fucking pills?!
[HOOK VISUAL: No intro, no hello. First frame: he's already on the couch, phone propped low on the coffee table, holding the bottle up close to the lens, mid-outrage, mouth open. One continuous take from here. Meta cut: bleep "fucking" and caption it f***.]
Hook 2
This is my punishment video. Because she was right.
[HOOK VISUAL: Dead flat to camera, bottle in his lap. On "she was right" he puts his hand over his mouth and looks off toward the kitchen.]
Hook 3
I thought I was just old and my time was done.
[HOOK VISUAL: Granny glasses on, squinting at the label from too close, then lowers the bottle and looks at camera.]
Body
[GENERAL VISUAL INSTRUCTIONS: Follow the inspo. One continuous selfie take, phone propped on the coffee table, his own living room, natural light. Jump cuts are fine to tighten the pace (trim dead air, stumbles, repeats), but keep the deliberate pauses. No B-roll, no text on screen except subtitles. Props: one pill bottle (it rattles near empty at the end), reading glasses (on twice: reading the label, reading the dose), the couch. His wife is never seen or heard; he looks toward the kitchen on "APPARENTLY". The bedroom line is a whisper with the phone brought close: no gesture, nothing else in frame. Keep the pauses (hand over mouth, the long pause before "And I'm sorry"); they carry the concession. Hooks 2 and 3 each replace Hook 1; where a hook repeats a body line, drop that line from the body in that version. Editor decides framing, where to jump cut, and caption style.]
Earlier campaigns
Here's some of the fun I've had:
CarNextDoor 'Lost Pet' Letterbox Drop. Direct mail campaign that ran for 10+ years.
My Dress Affair Google Ad. My Dress Affair's most profitable campaign.
Was able 3X CTR on My Dress Affair's Google Ads.
'Hidden' Podcast VSL
Beat a $300M email agency brought in to replace my welcome flow by 2x. Five months, two writers and designers, four attempts later, they're still down 51%.
$4K ad spend to $500K LTV in a boring professional service niche. Now a seven figure per year business.
Plus… years of strategies beyond ads: email list growth, upsells, product launches, price anchoring, reactivation campaigns, low-ticket models and MUCH MUCH MORE.
More of my work
Google Ads ‘Public Announcement’ Pattern Interrupt Landing Page
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Original campaign done for a bookkeeper (outsourcing overseas as angle), similar concept shown here for plumbing.
Hey, quick heads up!
You just clicked a link for what was *supposed* to be our plumbing and electrical services website.
But we need to make an announcement.
You see, not too long ago a fellow Canberran was invoiced $33,944.90 for a simple blocked toilet!
To help more Canberrans avoid this "misleading", "deceptive" and "unconscionable conduct" (Senior Member S Lancken)...
... We just needed to highlight that anyone looking for a tradie should use a licensed expert. And if you are looking for a plumber specifically, one that is also a member of the Master Plumbers' Association of ACT.
Luckily, in this instance, our very own managing director, Jason Tait, was able to give his expert testimony and help get a refund for the unnecessary work.
Expert testimony from the Level Plumbing director sways outcome.
Unfortunately that has not been the case for many others. They went to tribunal without any expert opinion or evidence to suggest the work quoted and done was not required and typically got stuck with their absurd invoices.
Thank you for reading this announcement and becoming a better informed homeowner.
If you would like us to help you with your plumbing, electrical or heating and cooling, please call us on #PHONE NUMBER#.
As the leading provider in Canberra, we'd love to help.
[normal website as usual below]
Identity Based Landing Page
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Word Painting for $18 dollar cafe chai menu item
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Harmony Chai (Not your mum's chai) – A cup of collagen packed, buttery smooth, and utterly satiating Masala chai. Never before have you experienced such luxurious, frothy, and satisfyingly creamy chai that warms your soul.
The first thing you'll notice is the rich, velvety mouthfeel. That is unless you're first captivated by the aroma of fresh organic black tea leaves and spices, meticulously selected for their unparalleled quality.
Its dark, complex, mesmerising colour invites you to immerse yourself in the rich taste of fresh leaves, aromatic spices, subtly sweetened with a hint of organic local honey. Begin your day with a refreshing, energising mug of this exquisite, healthy chai.
Ingredients (NO SUBSTITUTES):
Only the best.
NO powders, fillers, artificial flavours, or sweeteners.
Select a Size:
[Large] Chai addict – $18 (most popular)
[Normal] Chai me up – $10
FB/X.com (Twitter) Us vs Them Beef Campaign Ad Copy
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Images of farm/steaks/cattle for local rancher
Note: This Us vs Them ad will not be as effective for many going forward as people become more optimistic.
EAT BEEF.
NOT POISON.
[Image - Rotate through meat box, farm, steak etc.]
—
EAT BEEF.
NOT ANTIBIOTICS.
NOT GLYPHOSATE.
NOT GROWTH HORMONES.
[Image - Rotate through meat box, farm, steak etc.]
—
Nutrient Dense BEEF
[Image - Rotate through meat box, farm, steak etc.]
Contains: protein, iron, zinc, selenium, riboflavin, niacin, vitamin B6, vitamin B12, phosphorus, pantothenate, magnesium, and potassium
—
Nutrient Dense BEEF
[Image - Rotate through meat box, farm, steak etc.]
Ingredients:
100% grass-fed meat.
Salt.
Hormones
Antibiotics
Pesticides
Landing Page VSL (cold traffic)
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Script:
If you’re like many business owners we work with...
Running your own business started off as a dream.
You got to be your own boss.
You brought your vision to life.
You did the work you loved… and got paid for it.
But then—success kicked in.
More clients. More growth.
And suddenly, the dream job turned into an admin nightmare.
Because growth brings complexity.
The books start piling up.
Receipts vanish into the abyss.
Payroll starts eating your Sundays.
Compliance becomes a full-time job.
And your once-simple software now needs a PhD to operate.
What used to be “a few minutes in Xero” is now a second job you never signed up for.
And this... this is the breaking point for most business owners.
At this stage, you’ve got three choices.
One—keep grinding through the overwhelm.
Two—scale back your growth and settle for less.
Or three—get expert help and level up.
Because the truth is…
Trying to scale while staying stuck in the weeds is a fast track to burnout and bad decisions.
This is where [BOOKKEEPING BUSINESS NAME] steps in.
We’re not just bookkeepers.
We’re financial partners who help you grow—not just comply.
From payroll to BAS to reconciliations...
We handle the chaos,
So you can stay focused on what actually moves your business forward.
Our clients don’t worry about missing deadlines,
Or surprise tax bills,
Or hours lost to spreadsheets.
They know their numbers.
They stay compliant.
And they move fast—because they have us watching their blind spots.
Look—
If you're happy guessing at your cash flow...
If you're okay being blindsided at tax time...
Or if you're content spending weekends buried in receipts...
Then we’re not for you.
But...
If you're serious about scaling without the stress—
If you want proactive, reliable bookkeeping support from an Aussie team that actually cares—
And if you’re ready to finally make decisions based on clarity instead of chaos...
Then it’s time.
Call us today, and let’s talk about how [BOOKKEEPING BUSINESS NAME]
Can help you scale with confidence.
Email (story)
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Subject Line:
Was at school pick up recently and I overheard a parent say with a wry smile "good luck with her next year" to another teacher.
That moment reminded me vividly of another dramatic parent at the start of the year talking to me!
You see, as the new year begins, about a week before school starts, parents come into the classroom to drop off their kids school supplies - books, pencils, library bag, painting smock, markers.
The whole gambit.
This mother came in with her son and threw everything down in a puff. And rushed over to me with the eyes. 👀
She had something to tell me:
"It's so hard to get them to do anything at home!"
While their child eagerly explores the room...
... they explain that their little one at home has been a constant challenge. They have to do EVERYTHING for their kids!
It's a nightmare for them and they had high hopes for a different experience in my class after hearing how other kids transform from being in my class.
And just as quickly as they rushed in, she was ready to go!
But their little one had discovered two entire containers of Lego and were deeply engrossed.
She calls out once!
Twice!
And Bam! 💥
She grabs the child by the arm and off they go!
A few weeks later...
In the classroom, it's 10:45, just 15 minutes before our first break at 11am.
I inform the little guy that it's time to clean up, giving him and few other kids a ten-minute heads-up.
I attend to the other students in the class doing drawing and writing and glance back to see he's already tidied up but is also now helping others with their cleanup!
He's been a little angel for me in the classroom.
This isn't a rare occurrence for my class (or for many other teachers). While he's a terror at home with no clear expectations. He's found his role in the classroom.
You see, the first day with my class is all about setting the expectations and rules.
They are asked, "What do you think would make a safe & tidy classroom?”
All the hands quickly shoot up!
And as you can imagine, they know the expectations very well. ALL of them!
"Pack up after we play"... "Keep our desk clean"... "Make sure the books go back on the shelf"
Great!
But what they don't expect are the consequences if they don't follow through 😈
I hear lots of gasps and see many wide eyes and mouths.
But then I answer any questions and make sure we know why everything is in place so we are all on the same page.
To make sure each and every single child is in agreement there's one trick I use. Something so simple but so effective.
I'll have to teach everyone how to use it properly later!
(It's very effective but I don't want it being used without thought and intention because it might do more harm than good if used incorrectly.)
Speaking of something I want to teach...
I've got a new training: [LINK]
It's the easiest way to do a parenting reset and nurture a calm and loving bond with your child.
If you want the benefit of getting the training AND me running through it one-on-one with you, please order now.
Jump in quickly because I don't know how popular this one will be!
[NAME]
PS. Any questions? Let me know
Landing Page LTO Copy
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Go Viral from Home
Your DIY Guide to a Pro Studio Setup for Viral YouTube and Instagram Reels
Super simple 20 minute training to instantly create that ‘I’m a pro’ home studio first impression that helps you sell — without any expensive gear
[Get Instant Access – JUST $9 $47]
Unlock the ability to:
Setup the Perfect Shot
Use Natural Light to Create a Studio Look for Free
Create Your Brand Identity with Professional Lighting
Find Your Mic in Under 5 Minutes
Know What Gear to Use
But wait…
Who’s Anton?
Anton is our viral video editor that has generated over 100M views for his own Instagram account in under a year.
Our team has also generated over a billion views for clients. So… you are in very good hands. 😏
[Get Instant Access – JUST $9 $47]
BONUS: Premiere Audio Editing
[Get Instant Access – JUST $9 $47]
Order Bump:
[ ☐ Special Offer ]
Looking good is just half the battle. Get the Ultimate Quick-Start Guide to Viral Shorts for only $9 and get more engagement for your personal brand!
Facebook Ad Copy
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1. Parenting Workshop
Entrepreneurship is 💯% better than school (for most kids 😉)
Seriously... a French tutor for another year isn't going to help Jimmy...
You know he hates it.
And when you finally realise why he's leaving to the bathroom every time the tutor says "oui Jimmy" 🤦♂️🤦♀️🤦
Don't worry, Jimmy will need French about as much as you use algebra day to day.
Help your child develop real life skills that matter!
✅ Problem-solving,✅ Time Management,✅ Communication,✅ Financial Literacy,✅ Connecting with Others,✅ Creativity,✅ Decision-Making,✅ Leadership,✅ Resilience.
Ready to give your child the skills they really need for life?
Join our Parenting Workshop today and watch them thrive with hands-on entrepreneurship experiences!
👉 Sign up now for just $27! [LINK] 👈
Receive lifetime access to our impactful training, practical exercises, and a FREE gift of 40 business ideas perfect for young entrepreneurs!
Transform your child's learning experience and set them up for success!
Click below to start their journey toward real-world skills today!
[LINK]
2. Pregnancy Nutrition
Ever wonder if pregnancy symptoms were signs that your body was nutrient deficient?
Duh!
A desire to eat ‘clay’ is in no way normal~! It’s an iron and/or zinc deficiency…
Morning sickness? Hormone imbalance!
Metallic taste? Zinc…
Want to discover how to solve your pregnancy issues?
Check out this quick training for just $35:
👉 [LINK]
Email Broadcasts
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Subject Line:
Most people don't realize where we are with Instagram Reels right now...
We're experiencing the EXACT SAME opportunity that early YouTube creators had – except this time, you can be one of the people who become wealthy from it.
In the early days of YouTube, there was something called the "Suggested User List" (SUL). When you signed up for YouTube, they'd recommend channels to follow. And guess what determined who made this list?
Consistency.
Not talent. Not production quality. Just showing up daily.
YouTube desperately needed people to stay on their platform instead of just watching one-off viral videos like ‘Charlie Bit My Finger’ or seeing a random video like ‘Me at the zoo’ and leaving.
So they rewarded ANYONE who posted regularly with massive exposure.
Zero talent. Terrible content. No personality required.
Just publish consistently and BOOM – you'd get recommended to every new user.
Here's why I'm telling you this...
Instagram Reels is at that SAME inflection point right now.
We aren't quite at the "post and they'll automatically come" stage... but we're close.
The proof is everywhere.
Look at @lauren.jumps – a young woman building an 8-9 figure brand by... jumping rope. She simply shared her journey from complete newbie to brilliance — consistently posting on Instagram to build a following of millions.
And there are countless teens and twenty-somethings with no more talent than yelling at a screen or reacting to other people’s content who are raking in hundreds of thousands of followers and dollars.
That's how you KNOW you are up against mostly amateurs.
But here's the thing that makes you different...
YOU are actually talented.
You've got real results. You've built genuine experience. You've got countless happy clients.
And now you've got the chance to impact people at a level you've never thought possible before.
Because unlike those no-talent early adopters, you actually have something valuable to say. You just need the right system to package it for this moment.
The team I've assembled has helped clients reach almost 350 YEARS of watch time with their short-form content. We've cracked the code that turns expertise into viral content and builds real personal brands like Lauren Jumps who’s building wealth beyond her dreams by filming herself learning how to jump rope!
Ready to get help to go viral? Reply back "viral" and let's game plan your viral success.
To your inevitable viral success,[Name]
P.S. This window of opportunity won't last forever. The algorithms will get more sophisticated, the competition will get more fierce, and the cost of entry will skyrocket. The time to plant your flag is NOW while we're still early.
Subject Line:
(Not that you’d want to…)
But imagine if you became a ‘celebrity’ in your niche through viral video.
Once you are a ‘celebrity’, people trust you.
They feel they know you. And in a way, they actually do.
If they’ve been reading your emails daily…
If they’ve been watching your videos religiously…
If they’ve read your book, listened to your podcast, and binged your content for years…
At that point, they trust you more than anyone outside of their inner circle.
(Or maybe even more than their inner circle, especially if the last two restaurant recommendations weren’t too flash)
So when it comes time to buy, who are they going to listen to?
You, who’ve they’ve been watching go viral for months now?
Or some rando sliding into their DMs with a cold pitch?
Building an audience isn’t just about visibility—it’s about trust. And once you have trust, selling gets a whole lot easier.
No long-winded pitches.
No exhausting follow-ups.
No endless “proof” needed.
Just… “Hey—this is pretty cool. You’d probably love it.”
And your audience responds with a Yes or No.
That’s the power of influence.
And that’s why we love viral videos.
Creating short viral clips is one of the easiest ways to build an audience right now.
Interested in unlocking this skill to go viral whenever you want? Reply “viral” and I’ll send you the info.
[Name]
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