In this tutorial, Luke Iha (co‑founder of Genesis and Creative Cartel) explains why most creative strategists overlook two powerful sources of ad inspiration: the comments on a brand’s own ads and the reviews of competitor products. He walks through a live, hands‑on process for extracting actionable insights from these data streams. First, he outlines how to select relevant competitor products (direct competitors, outcome‑based alternatives, and ingredient‑specific items) and then demonstrates how to scrape Amazon reviews using tools like Apify’s Amazon Review Scraper and Claude Code. He shows how to manually or AI‑assist the analysis, looking for recurring objects, narrative arcs, body states, symbols, settings, identities, insider language, and other standout elements. Next, he applies the same framework to Facebook ad comments, using his Exodus app and manual review to surface questions, constraints, copy blocks, and quirky ideas (e.g., safety for puppies, use on cats, home‑remedy suggestions). Throughout, he emphasizes the importance of saturating one’s brain with raw audience language, iteratively organizing patterns, and then feeding the curated data back into AI for deeper pattern discovery. He repeats the process with a Sea Moss product’s Amazon reviews, extracting pain points, specific scenarios, and brand‑choice reasons. Luke concludes by recommending a repeatable workflow: onboard, analyze, wait, re‑analyze, and repeat, turning the audience’s own words into high‑performing ad hooks. He also promotes his community resources (Genesis, Creative Cartel, Exodus app, $27 Copy Blocks training) and invites viewers to book calls or ask questions.
Chapters
In this video, I'm going to talk about the 2 most highly underrated sources of winning ad ideas that I do not see creative strategists using that often. Some of them I know, for example, some of the ones that work with us in what we call our Creative Cartel, which is a bunch of creative strategists who work with 8 and 9-figure brands, they use this move all the time. But many creative strategists don't, right? Requires a little bit of work, but it is so, so powerful, especially for coming up with brand new ideas, right? By the way, if you don't know who I am, my name is Luke Iha. Along with my business partner Mario Castelli and I, we're copywriters. We generate over $100 million each with our copy. This was before the age of AI. Now we have a community of over 433 plus. This number has actually gone up, probably closer to 450 now. Creative strategists, marketers, and brand owners that we call Genesis. We help them with getting ads, funnels, and a lot of money. We also run the Creative Cartel, which is a private invite-only membership for creative strategists, blah blah blah blah. You can see those brands here. Here's a bunch of our wins. We're pretty shit at collecting our wins, but I'll paste this link down below so you can kinda see what it is that we're up to and see if that's something that you wanna be a part of, because there's a place to book a call down below. Okay, so let's talk about these underrated sources of winning ads. So the 2 are ad comments, so comments on your ads, and reviews on competitor products. And in this video, I'm gonna actually walk through and do it live so you can see some examples of what this looks like. Okay, it's crazy because these are literally your customers talking directly about their problems in their language, which is like, that's gold, gold, gold, right? Anytime that someone comes into Genesis, every week we do what we call our A-lister feedback call, which is like 3 hours of Mario and I just reviewing people's ads. Every time we do that and I notice that somebody hasn't read every single comment on their ad or gone through their reviews, I just yell at them because it's insane. It's like they're handing you over on a silver platter all of their psychology, all of their fears, their hopes, their dreams, the language that they use, the things that they want, the stuff they're interested in, and you're just completely ignoring that. Okay, so, um, now while you can do this with AI, I'm going to show you how you can actually analyze this stuff. Uh, well, saying I'm going to show you how to do with AI is, is actually a little bit of a stretch. Basically all you're going to do, I'm going to tell you, go to this website, go to this website, download it, and just ask Claude Code to find examples. But more importantly, I'm going to show you how I do it live, and I also recommend that people do this manually. Because as a creative strategist, you want your workflow to be something where your AI tools are getting smarter the more that you use them. That's why we built our software to run on cloud code so it can just get smarter and get smarter. But you also wanna make sure you're getting smarter as well, which is soaking your brain in audience language as well as winning creative. That's how you develop your taste and judgment, okay? So for Amazon reviews, that's the first one we'll look at. All you're gonna do is you're gonna look at direct competitor products. And any other products that produce the same outcome, and any products that have an important ingredient. So essentially, you know, whatever is a direct competitor, so it's the same kind of product or similar products what you have, or products that produce the same outcome, right? So let's say that you were doing, let's say you're selling shilajit for testosterone, right? So you would look at other shilajit products, right? Direct competitors. Then you look at any other products that produce the same outcome, so testosterone products. Then you would look at any products that have an important ingredient, right? So let's say you have shilajit and Tongkat Ali and horny goat weed or whatever, you know, ashwagandha, whatever bullshit they put in the tea supplements. So what I would personally do is I would be looking at direct competitors, other products that produce the same outcome, and I'd be looking at products that just have shilajit or just ashwagandha or just horny goat weed or something like that, right? Where that's the main ingredient, because then I'm getting perspectives on, like so many different perspectives on each ingredient, on the outcome that they want, and on the direct competitor. And what you're gonna look for, this is where you gotta use common sense. You're just looking for stuff that stands out. When people are telling a great story, when people are talking about a specific pain point, when people are talking about a trigger moment, when people are talking about something dramatic. You're just gonna develop an ear and a sense, an ear and an eye, I guess, for the really important information. But if you were to break them down into categories, I like to look for what are objects that they mention, right? Specific objects that recur in their lives. What's a narrative arc? So what's the story of like a pain point and things got worse, or, and then things got better, right? What's a narrative arc that they're talking about? What are specific body states, right? Especially for health products, right? So pain points, things like that, how they describe their body. What are symbols that they, they talk about, right? So symbols are, um, it's a little bit abstract, but what are types of symbols and objects and things they talk about? What are settings, places that recur? Hospitals, bedrooms, stairwells, things like that. Identity— what are the different identities that you see in there? This is really good for understanding new horizontal segments, right? And then insider language— just any sort of patterns that you see repeat themselves, okay? And again, most importantly, anything else that stands out. And we're going to do this live, right? I haven't prepared, so I'm just going to show you how I would do it later on. What you can use is you can use Apify Amazon Review Scraper. There's a couple of them, just choose the one with the highest reviews. And you can basically connect that with your Claude code, and then you just put in the links or just have it find the links and it will pull all of these and then you could have AI analyze things for you. I recommend that you do both. Again, saturate your brain 'cause you're gonna see things that AI won't and so you can steer AI in the direction you want it to be and AI will be able to process a lot more information than you can, okay? So both together is a really powerful combination. For Facebook comments, the process is a little trickier in terms of pulling the comments. These are some tools and things that we're developing with our app Exodus, which is to me probably the best AI creator strategist app ever built, and it's only getting better. However, it's a little tricky to find it, so you could pull them manually. There are some, you know, some workarounds and things like that, but long story short, the process for analyzing Amazon reviews is the same as Facebook comments. You're looking for things that stand out, you're looking for things within those categories, okay? So let me show you an example. I have some Facebook comments that I scraped. This is for a pet brand, and so we're gonna read through them, and I'm gonna kinda show you What I would do to look at winning ads, okay? We'll cover up some names too.
All right.
So, is it safe for puppies? Mine only weighs 3 pounds.
It takes 30 times as much friction to get in your mind.
Right? And what I like to do— so I'm gonna pause this real quick. Okay, so I moved some things around so we can see. So is it safe for puppies? So my first one would be like, okay, people want to use this for puppies, that's interesting. How often should they be changed? Right, I think these are like pee pads, for instance. I am Reiki certified, right? So again, I like to just kind of— I just love this process. I feel like if you don't love this process, it's a lot harder to be a creative strategist. Using our dog, found 4 ticks. Can I put it on my grandson? Mosquitoes and fleas. And I just start organizing it the way I want to. So I'm starting to organize this by kind of like wildcard weird ideas that I can see an ad being used for. This is like, you know, is it safe for puppies? How often should they be changed? Does it work for mosquitoes and fleas? So these are types of questions. Okay, so Bug MD, that's a competitor. We probably already know that, but interesting. Use Dawn dish soap, right? So some great ads about why that doesn't work or some story ads about doing that and the dog got sick, or, you know, tier lists or comparison ads, things like that. You know, swimming in the lake. So a lot of these are gonna be good for sort of middle of funnel to bottom of funnel, right, where you can address these questions, or you can just kinda put these concerns, what we call constraints, in your ads, which is powerful. If you guys understand copy blocks, that's another tool that you could use when analyzing this, is just pull up all the copy blocks, which is really, really powerful. Does it work on people too? So a lot of people like have asked this, which to me could be some like funny, funny ads, right? Of like a guy walking around with these collars. So I think these might be pee pads and collars that are in here. A little whiskey or bourbon.
That's interesting.
So, you know, and this is, this is something I've worked in the pet market a lot, so people love talking about specific dog breeds. So anytime that you can put those in there, like even a tier list of like Does it work? You know, how does it work for these these dog breeds, or which dog breeds are most susceptible to ticks and things like that? People love to see, to hear and talk about their specific dog breeds, and you can see that already kind of playing out within the comments on here. And again, you know what I just noticed. Okay, so they're talking about like I'm concerned about you know the chemicals here. They're talking about the dachshund. They're talking about. There are other type of dogs somewhere in here, right? That's the kind of pattern that AI can definitely spot, but it may not notice as important, right? Maybe it would if you asked it the right question, and maybe it would just in general. But this is why it's important to like have your own skill and intuition of what you're looking for, 'cause now I can ask AI, what do you think about this, right? Do you see a lot of people recommending dog breeds? Do you think that's something, an ad idea that we could go for? This is another one. You know, people have talked about swimming in the lake, right? So we talked about that at least 2 times. Can humans wear this? How this would work on horses. Does it work on people? Does it work for cats? Pretty interesting, right? There's definitely some ideas you can do on there. Here's again recommending this specific breed. Here's another one like eat garlic, right? So what we're starting to notice is like okay people have a lot of their own like home remedies, right? What was the other one? Dawn dish soap. So people have a bunch of different home remedies. So you could have rankings for those, you could have stories about why those don't work, you could have scientific explanations for why those things don't work, demonstrations for why those things don't work, right? Or ranking them. We already know that we have specific, um, like people are asking, does it work on cats? Does it work on humans? Does it work on dogs, right? There's different like funny scenarios that you could do, animated ads, all other types of ads. And we have a bunch of different questions that people are asking, right? Specifically around like swimming in the lake. Which is a really good one. Mushroom hunting. And even this, like swimming in the lake, just the fact that a lot of people mentioned it means that that's, that's a story and an event and a scenario that happens a lot in their life. So we could talk about that. Will this work for goats? And then specific medical conditions, right? Again, we want to be careful with stuff like that, but that's a question that people have. I see Cavalier and Goldens mentioned twice, so maybe there's specific brands that we could pay attention to. A lot of people talking about the collar itself, right? Like, it bothers them. I don't want them to wear a collar. Does it squeeze them? Talking about worms or stuff like this, right? And again, we have tons and tons and tons and tons and tons of different types of comments in here. So you could see if we just continue to go through this process process. Again, what I like to do is read through as many as I can, right? And then I just notice things that I have. Once I notice stuff that I have, I start to try to organize my thoughts and be like, okay, what patterns am I noticing? Oh, I'm noticing common solutions. I'm noticing specific types of questions, right? And that's going to give me a framework for which to continue to analyze the comments. Then I just keep reading through the comments, right? And then I add more and I add more and I add more. And then I just kind of go back and forth between reading them and organizing them. So this is saturating my brain with their information, and it's also giving me a framework for how can I organize the patterns that I'm seeing. Then what I would love to do is just take this file, throw it into AI, and say, analyze it all, 'cause it's gonna see brand new patterns I've never seen. Then I'll talk with it and say, okay, well, these are the patterns that I saw. What do you think? And so between my natural intelligence, between the AI's intelligence, then we're gonna organize a bunch of different ideas, and then we can start brainstorming. Okay, what do we think are the most interesting ideas? How can we turn these into hooks or scenarios? And then, you know, how can we take winning messaging or winning creative that we have and start to blend in these types of things? What are all the copy blocks that we can now add into our ads? And that's how you just get like, you know, you do this process a few times, like you're gonna run laps around people 'cause you're gonna understand this audience so intimately. So that's something I highly recommend that you do. And the same thing applies to Amazon reviews. So let's look at a couple of those. Okay, so we're gonna look at this. This is a Sea Moss product, so we're gonna be looking at reviews on here. So I received my second jar today. Um, my nails would normally grow out but always start chipping and breaking off early. Now they are strong and long. I have locs and did a retwist not even a full month ago, and my new texture isn't bad. Okay, so I'd be looking at this.
Right.
So here we have good pain points, and again, specifically how they describe it: chipping and breaking off early, now they are strong and long, right? We have scenarios: I have locs and I did a retwist not even a full month ago, my new growth is already coming in, right? Very specific scenarios that they have. Okay, so people talking about textures.
Okay, interesting. Interesting.
I chose— like, I mean, gone. That's them telling exactly why they chose this specific brand, what's important, at least to that person. Obviously a lot of things around flavor and stuff like that.
A lot of hairs in here.
I mean, a lot of people have talked about that, so, you know, it could be this one brand or something else. Okay, so again, you go through this exact same process on here, but so many things you could do, you know. OMG. That's ridiculous, but you know, it's fun. There's a lot of fun things, right? You could basically just combine a lot of this shit together and you have a whole ad that's inside of here, right? That's written by your customers. Okay, and there's ways to put those things together, but you see the point. Again, this is a longer process. I recommend that you, you know, I recommend you do it a few times. If you're working with a brand, like, you do it when you onboard with them, and then you wait a little bit, and then you do it again, and then you wait a little bit, and then you do it again. And by that time, it's like you just understand this customer so well, you just become a monster with them. So hopefully this is helpful. Let me know in the comments below any questions that you have, other types of videos that you want me to see, what you thought about this video. And I highly recommend that you check out some of the resources I have below. There's a $27 Copy Blocks training. It's like the foundation for copywriting, really powerful product. There's a place to book a call with the brother of my business partner, and basically we'll, you know, see if you're a good fit for Genesis. That's basically our yearly program where we have, you know, 450 creative strategists, brand owners, marketers, things like that. And you get access to our Exodus app, which is an amazing AI creative strategy tool, and all kinds of things and resources down below that you can check out. And I will see you in the next video. As always, I appreciate your time.
