Eric DeeranOne mission — help agency owners build businesses they actually love running.

50% of Your Ad Is the Delivery

13 Oct 2026 · 1 min

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In this brief instructional monologue, the speaker asserts that an advertisement’s success is roughly split 50% between the script (what is said) and 50% between delivery (how it is said). He emphasizes that enthusiasm, engagement, and on‑camera presence are critical delivery factors that can be learned and improved, even if one starts off poorly. Using a med‑spa ad example, he illustrates how a flat, unengaged reading (“if you’re a med spa, you want to get more clients, then click the link”) underperforms, and advises creators to add more on‑camera engagement without needing to be perfectly polished.

Chapters

50% of the success of your ad comes down to what you say, like the script, and then the other 50% comes down to how you deliver it. And so if you're not delivering it with enthusiasm, if you're not engaged, if you don't have on-camera presence, those are all things you can learn. I learned them and I was really bad when I first started, but those are all things that you have to learn and that can tank an ad performance. If you're reading a script like this and you say, hey, if you're a med spa, you want to get more clients, then click the link. Like if you say it like that, then what happens is it just doesn't perform as well. And I'm not saying you have to be the most polished person when you're reading these scripts, but you do have to engage a little bit more on camera.