insights
Ideas that build systems.
Notes on strategy, creativity, media and technology from the mentorXL team — how brands grow when every part works as one system.
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Thumb-Stopping Engineering: Designing the First Three Seconds
The job of an ad is to buy the fourth second. A complete guide to thumb-stopping engineering: scroll psychology, the four stopping...
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Static Ads: The Fastest Way to Find the Message That Sells
Before you spend on video, find out which message sells. Why static ads are the fastest test in performance marketing, the six...
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Hook Engineering: How to Win the First Three Seconds
Most ads don’t fail because the idea is weak — they fail in the first three seconds. A practical guide to hook...
