this copy instinct framework makes you a monster at ads (nobody teaches this) pt. 1

In this video, I'm going to explain a concept that I believe is probably one of the most important things you can have as a copywriter, marketer, or creative strategist. It is truly what separates beginners and good copywriters from great copywriters. And I promise you, it is absolutely nothing that you've ever heard before or had anyone teach before. I know that is a big claim, but I'm going to back it up. If you've been on this channel and you've gone through copy blocks, which is the first video I ever did on this page and the one with the most views, and you found that useful, which many of you have, or even bought the product below where we go like a super deep dive into it, and you're like, damn, Copy Blocks changed the way that I do marketing and advertising, which I've heard many times before, this is going to be like the advanced course. It's going to take you to the next level, and I promise it will probably open your eyes to stuff that you never even considered in the past. And maybe for some stuff that you have considered, it's going to give you a language and a vocabulary for stuff that you're already doing, which is going to help you be even more advanced and a lot Sharper. Those are really big claims, but I feel absolutely confident in making them. Before we get into it, if it's your first time on this channel, my name is Luke Iha, and my business partner Mario Castelli and I are copywriters who have generated over $100 million each with our copy. Those are real numbers, and they're probably much, much higher. I know one VSL I did did $100 million, so I know that that's the limit. Okay, but it's definitely more than that. Now we have a community of over 412 creative strategists. I got to update this number; it keeps going up. That's called Genesis. We help people make winning ads, funnels, and a fuck ton of money, especially creative strategists and people in the DTC e-com space. We also run the Creative Cartel, which is a private invite-only membership with creative strategists for 8 and 9-figure brands like these ones on here, which average about $1 billion in spend. And then here's a wall of some of our recent wins. $7K plus 1.3% performance bonus. This is someone inside of my active mentorship that I'm running right now. Here's another Genesis member. Here's another business owner inside of Genesis. Here's another business owner inside of Genesis. Here's another active member. He's also inside of our mentorship. 5K plus 3% spend deal. Just reached 40K per month. Got my first client in the second week. And you can just go on, right? We do a horrible job at collecting our testimonials, so this is the best that I can do. And you can check those out. I'll have a link down below if you want to check our pedigree a little bit more. Now let's get into the fun part. So first is what is Copy Instincts, okay? We even did a workshop on this not too long ago, and this is gonna take some of this material, but it's also an updated version. Even if you watched the workshop, come back in here to refresh yourself. So Copy Instincts was born after analyzing nearly 412 hours of copy feedback inside of our Genesis program. It's conveniently the same number as my Genesis members. Maybe I fudged that. The reason I say 412 hours, I just did the math a little bit ago, is inside of Genesis, we do a 3-hour-long A-lister feedback call every single Thursday. This basically means that any Genesis member can come on and my business partner and I will go through as many people as we can, usually 15, 20+ people, and we'll just give them feedback on their copy. And the results that we get from this are fucking phenomenal. People increase their conversion percentages, their webinars start working, their ads start working, they're landing clients. I mean, the results that people get from these calls are extraordinary and they're really hard to do. We've been doing them for a long time. So 3 hours every single week, Multiply that times about 2 to 3-ish years, plus all the other feedback that Mario and I have given in the past. And I promise that there's probably nobody else on earth who has reviewed and analyzed more copy than him and I. Okay, there's maybe some people who are close, but I think we're probably the most. And the reason why this is important to you is because what I did is I took all of those transcripts and calls and I was like, I need to extract all of the lessons. So of course I threw it into our friend AI and I started to extract like, what is going on here? And I started to notice a pattern that I had never noticed before. Which is that Mario and I had an instinct that allowed us to solve marketing problems. This is extremely important because people have been in our Genesis program for a while. They know all the concepts that we've taught them, right? And we have a bunch of fucking concepts. Copy blocks, beat map, unique mechanism, intensification. Like, we're shitting out concepts. Cash method, cast method, storming. Like, tons of stuff that people found insanely valuable and use all the time. People in our community understood what these concepts were, but there was something missing, something that stopped them from being able to go from like what was on the page to be able to edit things for themselves. Right. I was basically asking the question like, what are we even good for? Like, what are we doing that's working that's different than what other people were doing? And I realized that it was because they were not asking themselves the right questions, which seems kind of cute, but it's a really important point. Because asking yourself the right questions is the same thing as having the right instincts. Okay? And again, I knew this was valuable because people have generated millions of dollars from these calls. So we wanted to see if we could codify what an instinct was and then teach it to people. Because again, if you can ask yourself or AI the right questions, you will consistently generate the right answers. I've proven this with people. When I start asking them the right questions, they usually always generate the right answers. And of course, if you ask the right questions to AI, AI will generate you really powerful profound answers. So the difference was not about teaching a new concept. That's what's interesting about Copy Instincts. I'm not gonna be here just teaching you new concepts. I'll be using concepts we taught in the past, but I'm gonna be more training and priming your instinct. So you always know what to look at, where to go, like where you're trying to take the copy and the messaging, and then how to generate it, right? And it's something that's like way deeper and way more internal and way more profound. Okay, so hopefully this works. So what are copy instincts? I went through and tried to come up with a solid definition. This is the best that I have so far. A copy instinct is a question that you've asked so many times it turns into a feeling. That's why it's an instinct. Okay, it's a question and an impulse that you literally feel in your body. The feeling that something on the page is off, the feeling of where the best version lives, and the feel for the move that gets you there. That's some basic AI speak, but it's 3 important things. One, it's your perception. So what you're able to see when you look at a piece of copy. The next one is what I call the attraction instinct. So it's like, I can look at my copy and I can see what's going on. My perception is clear. My next instinct is, how do I take where I'm at and like, where am I trying to go? Like, where am I trying to take this copy to? And the last one is, how do I actually get there? Okay. So like I said, you can use the acronym SAM. I may move this around, but for now it's see, attract, and make. And this is really profound. And you'll see in a second. The other thing that's important to understand is that copy instincts operate at all levels of copy. So big idea mechanism, ad copy, hooks, and headline. So we're gonna look at those different examples and this will be a part 1. There will be a part 2 because there's so much to cover in here. Now, some big rules before we get into copy instincts. One is that you're gonna see this happen all the time is what I call psychology versus facts. And really what this should be is psychology over facts. So when you're doing marketing, I'm not saying to lie. I'm not even saying that you need to bend the truth. I'm just saying the most effective marketing is when you are primarily focused on the psychology and then you're looking for facts that will support it. It's kind of a form of cherry picking, right? And to some degree, it can seem a little bit dishonest and people use it dishonestly all the time. How you use this is up to you, but I'm saying the way to come up with the best possible marketing ideas is to always start by thinking about the psychology, which is what we're gonna be doing, versus the facts. The reason that a lot of people get stuck with their ideation and their hooks is that they're trying to look in their facts and come up with an idea within the facts. That's not how it works. Typically, you need to understand the psychology of what it is you're trying to create, and then figure out how you can make that be true. The next one is to commit to one idea. Okay, so we're monogamous with our ideas. And everything I'm talking about is a probability and not a truth. I am the first person who will be delighted and happy to be wrong. I love being fucking wrong, especially when it comes to advertising, because it keeps me humble and keeps me close to the fucking truth. Anyone who thinks they know all the secrets of the universe, especially when it comes to something as crazy as the psychology of tons of different people, they're lying to you. Okay? At the end of the day, the ad account and the customer and those people, they are the final arbiters of truth. If it works for them, awesome. So everything I'm talking about is a rule of thumb. Don't take it for gospel. So the first thing we talked about is the C, the perceptual instincts. You have to be able to see issues before you can fix them. And most copywriters are blind. This is why these are the 3 types of instincts or things that you need, I believe, as a copywriter in order to have the proper perception to look at a piece of copy and understand what's wrong with it and how you wanna move it. So the first one is Copy Blocks, which there's a video on this channel you can watch. There's also a product you can purchase down below for $27. People, we keep it alive even though the page looks like we're selling dick pills. That's the feedback that I get. It's an old-ass page. It doesn't matter. The product is amazing. The concepts are amazing and people have consistently give us amazing feedback. On it, okay? I don't care if you buy or not, I'm just letting you know what they tell me all the time. The next one is something called interoception, metacognition, and somatic awareness, and then gray versus color, all right? So copy blocks, I'll explain in a second. I actually explain all of these. So copy blocks is really easy, it's just understanding that most copy is made up of 3 different psychological elements: pain, promise, proof, curiosity, constraints, and conditions. Most of these are pretty clear, These 3 down here are a little— need a little more work. So curiosity is anything that's interesting and curiosity-invoking. Okay, it's just interesting, it's fun. It's also your mechanism. So it's the bridge between your pain and your promise oftentimes because we like to make that something new and novel and curious. The other one is constraints. So constraints are things that hold you back. Okay, these can be things like types of beliefs. The big ones are always time, money, effort. Conditions are things like urgency, scarcity, discounts, all that kind of mechanical stuff that you typically say around the offer section or the close section of your copy or your ad. Alright, and here's just an example. Here's a headline: The 3-pillar system that's helped 1,000 freelancers go from struggling to building predictable revenue in 6 weeks, not years. Only 15 slots left. I don't think this is the greatest headline ever. I actually don't even think it's a good headline. I don't think it's a bad headline. I just think it's somewhere between bad and good, and we'll talk about that in the next video. But It's a good illustration of the 3-pillar system. That's our curiosity mechanism. Helped build predictable revenue. So this is the promise. 1,000 freelancers is a form of proof. Go from struggling to whatever is a form of pain. In 6 weeks are your constraints, right? So it doesn't take time. And only 15 slots left is conditions for scarcity. Okay. Now you don't be a nerd. Okay. I'm going to say that many times. Like that actually should be its own. Don't be a fucking nerd. Because everything I'm talking about is just to help you see things a little bit more clearly. Not everything— some copy blocks are like the same thing, right? One piece of copy could be 2 copy blocks, right? Or where's the line between it? It doesn't really matter. As long as you have a rough understanding of what these elements are, you're okay. The next one is really important, which is what I call interoception. This is how your ability to feel within your body. Most people think I'm getting woo-woo because I do love to get woo-woo with things. But people think I'm getting woo-woo when I talk about this, but it's the most practical thing in the world. Every great copywriter and marketer I know loves looking at ads. Like when an ad comes, they don't like having ad blockers on in general. Okay. They don't, they like to look at ads. And one of the things that they'll always pay attention to when they're in a sales process, when they're buying something, when they're— I've seen this consistently and I've only heard a few people talk about it. They will pay so close attention to what they're experiencing in their body as they're getting sold to. They're so aware of it. They're paying attention to like what things were said that made me shift? What beliefs were I having? What things? And they're so hyper-aware of how they get sold to and they're marketed to because we're all humans. Like, I get marketed to. There's ideas in my head that were not my original ones. I get sold to all the time. It comes a little bit harder, I think, as you do this work. But regardless, the ability to feel your thoughts, your feelings, and your sensations and your emotions, that's what an experience is composed of. What am I thinking? What am I feeling like somatically in my body, like a tingling, a buzzing, whatever? What emotions am I having, right? Mad, sad, happy, afraid, stimulated. Like, what emotions am I having? And thoughts, feelings, emotions. I think that's basically it. Yeah. Thoughts, feelings, and emotions. Maybe there's another one I missed. I thought I said 4. But thoughts, feelings, and emotions basically make up your experience. So interoception is like literally right now, can you feel your butt in your hair? On your chair, not on your hair. Can you notice your breathing? Can you notice tightness in your neck? Right? Can you notice a thought that you had? Can you add this? It's a powerful experience. And when you look at copy, can you do this? Because that's gonna increase your perception and you probably already have it. You just could probably enhance your attention to it. The last one is what I call gray versus color. It's a little confusing cuz this is all color and stuff like this, but gray versus color is something different. Ultimately what this comes down to is boring versus interesting. Okay? Another way to look at it is unique versus like boilerplate. So when I look at a piece of copy and when I look at great copywriters look at pieces of copy, one thing they're always paying attention to is what is the most interesting thing that's being said in this copy? Because if you're selling a testosterone supplement, for instance, most of your pain points and your promises are going to be the same. Like how you can only compete on making stronger pain points and promises for so long before some Brazilian guy is going to come out and say the most absurd, outrageous thing possible and make You know, Morgan Freeman and Chuck Norris come back to life. Not Morgan Freeman, but Chuck Norris come back to life and sell a bunch of stuff. Okay, if you know how Brazilians run their VSLs, you know what I'm talking about. My point is you can only go so far by making claims like promises, promise proof, those kind of things. So what you need to do is you need to start looking at like what is the stuff that stands out? Okay, usually this is your curiosity block is what you're looking for. Okay, but you're looking for like the most interesting ideas. And again, it's usually a mixture of copy blocks and interoception. So my advice would be literally, if you really want to do this exercise well, pause this video. So pause. And then come down here, pause. Awesome. The purpose of what you want to do is you want to go through this piece of copy, this ad, and you want to pay attention to what are the parts that seem interesting to me. So let's just go through it together. And we'll use, we'll use this for instance. Okay. If you oil your beard daily and it's still dry, you're not doing it wrong. You're using the wrong product entirely. Okay. That's a semi-interesting idea. Here's why it's not your fault. The oil you're using, whether it's from the drugstore, is formulated for straight hair. Okay. And this is a product that's for, I believe, Black men for their beards. On your hair, it just sits on top and does nothing. OK. So this right here is boilerplate. This is kind of like, oh, you tried this stuff. It didn't work before. Look, here's something that's interesting. OK. Okay, everything else is just like kind of the basic stuff that you're gonna talk about in an ad. Okay, so if I'm looking at this, I have this idea that's basically using the wrong product, which actually, to be honest, I don't love that idea, so we'll move it. Oil was formulated for straight hair, and then we could do this, sits On top and does nothing. It's a cool visual. Never designed to work for your hair. Your hair 4B curls so tight that skin, whatever. So we could say And then Two Brothers from Atlanta. The rest falls under the same category. Now looking at this again, I would actually kind of move that using the wrong product. That's kind of boilerplate. So now we have these ideas: oil was formulated for straight hair, never designed to work for your hair, it sits on top and does nothing, 4B/4C hairs curled so tight oil can't move, Two Brothers from Atlanta. These are the most interesting elements to me that I think are in this ad. This is really, really, really important to pay attention to these because If I wanna improve this ad or I wanna come up with new ad ideas, or if I'm looking at a swipe or organic and I'm trying to come up with ideas, I need to pay attention to what are the most interesting things to me, right? What kind of gets my, like literally it's almost like a little tingle in your body when you look at it, you're like, ooh, your heart beats a little bit. You're like, oh, that's a cool idea. 'Cause if I take those ideas, now I know that I can come up with new ad ideas. I know I can make these ideas as strong as possible, which I'll show you how to do a little bit later. So it's a really powerful tool. Okay, so hopefully that makes sense. The first thing that we've done is just help you with the perceptual instincts by using copy blocks, interoception, and understanding the difference between something that's interesting and boring. So now let's move on to what I call the attractor instincts. This is actually the center and potentially the most important part of copy instincts. It's most important when designing big ideas and mechanisms, and it's probably the trickiest to do because it incorporates the following elements. Okay, this is really the heart of what copy instincts are about. Okay, probably the most important thing that people do is they'll come and they'll bring us a product and we'll help position it, come up with the mechanism, and figure things out. And people struggle with this. So if you understand this, this process, which, you know, it takes time and experience, but hopefully this video will shortcut that immensely for you. So in order to do it, what you do is you take these following elements: so uniqueness, novelty, preeminence, associations, magical thinking, culture, zeitgeist, coherence, and more. And what you do is you play around with these different elements in your product until you come up with an idea that is really, really powerful. Okay, so uniqueness and novelty is again, it's pretty self-explanatory. Preeminence is anything that you can say you're a category of one in, or you're the best at, the most, the fastest, the biggest, whatever that is. Associations and magical thinking are just understanding that humans, we don't always think logically. We think in terms of associations. And so, and AI does to a degree as well, but let's not get into that. So associations and magical thinking is a powerful tool that you can use. I'll use one example. So if you look at like organ supplements, so the idea is if you eat reindeer testicles, you will get more testosterone. Okay, now logically you can make that argument, and there is a logical argument to be made there. I don't know what the science is, but the most important part is probably 99% of the buyers don't actually know what the science is. They trust it, but more importantly, they trust the association and the magical thinking. They trust the structure of the idea. What do I mean by that? The idea is very simple. The idea is saying testicles make testosterone. So if you eat that animal, you will then get more testosterone. Reindeers are really big and strong and powerful. Therefore, if you eat from them, you'll get big and powerful or a bison or whatever those things are. Okay? If you really dig down, that's the majority of how people are buying. And that kind of thinking is not scientific and it's definitely not logical. It's almost a form of shamanism, right? So when you see those guys, those fucking Aztecs back in the day wearing like a jaguar cloak, and we kind of look at that and they wore it because they believed that like the magic and the energy was gonna make them powerful. And you can kind of laugh at it, but it's literally exact. The guy eating fucking like bison organs is doing the exact same thing as the guy wearing a jaguar skin fighting, okay? Because it's a form of shamanism. It's magical thinking. You think that just because, I use some crazy examples, but it's like if you— I'm going to use a PG example, but it's like if you take Cristiano Ronaldo's toenails, right? And rub them on your— and wear them in your socks and rub them on your feet. Is that going to make you a better football player? Like, not really, but why not? Right? It's almost the same exact idea. Again, I'm not disputing the science or the actual thinking behind it or saying that people are dumb. I'm just saying that this carries a lot more weight than people give it credit for often. The other one is culture and zeitgeist. So, so much of writing effective hooks and making effective ad copy is by understanding how to kind of surf the zeitgeist. A zeitgeist just stands for the spirit of the time. So it's like, what are people going at? What's a controversial thing to say? What's gonna trigger people? Where are people at, right? Where's mass consciousness at? How can we start to provoke that? It's really kind of playing with those elements. And then coherence is how do you fit all these things together. It's a little tricky, but I'll try to explain it to you. So the trick is that you have to play around with these and balance possibilities for these elements to click into one place. So what I mean by that is sometimes you'll look at a product and there will be 2 or 3 things that you can say are really unique about it. And you could find a couple things that it could be a category of one in, right? So you're trying to figure out directions to position it. So you're kind of playing around with it. Oh, what if I highlight this element and this element? Okay, well, what if I highlight this element and this element? And you're looking for the greatest arrangement where things sort of click into place. And hopefully, I'll show you an example of that. That's when I call something a lock, coherence, resonance, and this will make sense in a moment. I know this is abstract, but I'm gonna make it really concrete. In order to figure out the best solution, you have to know the big primary outcome that you're looking for, okay? So, the reason I call these attractor instincts is this is an instinct in your body of where you're trying to go for. So, once you can see and look at a piece of copy or a mechanism and see the components, then you can check in with yourself and say, could I take this idea and move it in a specific direction, right? Could I make this idea stronger? So, what does stronger mean? Here's the best way that I understand it, and this is how the best marketers in the world think, in my opinion. What would have to be true about the world for this to be the best possible solution? So think about this for a moment. What would have to be true about the world for this to be the best possible solution? You're not thinking about how do I describe my product as the best? Nope. You reverse engineer it. You say, most people— here's some hot sauce, okay? Most people will say, all right, here's some hot sauce. I'm gonna describe all the things about the hot sauce that make this the absolute best hot sauce. The best marketers in the world will step back and say, if I had infinite budget, infinite time, and infinite genius, and I were to design the best possible hot sauce, what would have to be true about the world and my process for me to come to this solution? Because most products and most things are built out of convenience. They're built out of just copying somebody else. They're built out of, you know, a trend. They're built out of some random idea, right? They're built out of some sort of scarcity, whether it's time or resources, right? Most people don't have the platonic best possible product, right? But as a marketer, our job is to tell the story as if that is the case. So we reverse engineer it. And I would say, okay, I wanted to design the best possible hot sauce. Well, if I were to do that, like, what would I, what would I be focused on? Okay, I'd be focused on the ratio of the flavor to the heat. And I would talk about the way that the heat is and the different types of heat and You would need the best kind of peppers and you would need this. And I would come up with what is my worldview for it and how would that lead me perfectly to coming up with habanero as the best solution with these best perfect ingredients, right? And then I would tell a story of the founder and I'm putting all of those elements together. Ultimately, you're not selling a product or an outcome. You're selling a worldview. And if you sell the worldview, then the product falls out of that. I understand that this is a little abstract, especially if it's your first time hearing it. So stay with me. There's multiple videos and you can come back and hopefully some things will make sense. Here's another explanation. And if you click down below and join the email list, you'll get access to this doc so you can play around with it. There's a single orientation that generates all of them. This is what AI was telling me when they analyzed our calls. Without it, the individual reflexes are just tricks. With it, they emerge naturally. You see— so me and Mario— every product as a universe of emotional and narrative potential. Your reflex is to find the most intense, most coherent, most defensible version of that universe, then construct it completely so the reader can't find the exit. A student sees a dog collar and thinks, how do I describe this dog collar? You see a dog collar and think, what is the most emotionally devastating, biologically grounded, narratively coherent reality I can build in which this dog collar is the inevitable solution to a crisis the reader didn't know they were causing? Those are not different skill levels. They are different modes of perception. The student looks at the product. You look through the product into the world, et cetera, et cetera. The core idea is that you have an attractor that's drawing you to making your product the platonic ideal of a solution. When you know that that's your North Star, then you can use the following moves to help you get there. So you can ask yourself questions like, what's most unique about this? This, by the way, is once you know that that's what you're trying to do, this is the process to do it. What's most unique about this product? How can we make those elements preeminent? How can we borrow associations and magical thinking to make those elements even more pristine? How can we make this specific unique combination of the perfect combination in our current time and place? How can we make all of this coherent? In other words, boom. Okay, this is an example that I've done inside of Genesis many, many times. So I'm gonna show you right now because I think it's just a clear example of this. So let's say that I'm marketing and selling this. I know it looks like porn, but it's PDRN. It's an anti-aging solution. And I'm looking at, all right, I want to make some ads for this thing. You know, mechanisms like where the fuck do I begin? First thing I would say is what is most unique about this product that can't be said about anyone else? That's really what I'm looking for. Now for some products, this won't be the case. So you're gonna have to do your best. If you're selling a supplement, you're gonna look at what's the most unique ingredient or what's the most unique combination of 2 ingredients or all the ingredients. What about the spokesperson, right? So spokesperson, the mechanism, delivery mechanism, ingredients, packaging, mental associations, zeitgeist. So you're looking at all of these things to figure out what is unique about this solution. So when I go through it, it's called PDRN. That's really the hero product. So I have to pretty much use that, right? And it is kind of interesting. Is it the most novel thing in the world? No, but it is novel to a lot of people. A lot of people haven't heard of it. And those who have heard of it, we have some other things that we could do to support it, right? Hyaluronic acid. A lot of this stuff is kind of simple and doesn't really make sense to me. Okay, maybe the growth factor or the peptides, but that stuff seems kind of like— like they're good ingredients and we can talk about them, but they don't make this thing unique. The spokesperson— there's really no spokesperson on this page who has an interesting story, so I'm not going to use that. However, the delivery mechanism is interesting because they use 24-karat gold microneedles, which is unique. So this combination to me of PDRN with this microneedling, I know is the combination that works. So what I need to do is start reverse engineering and coming back to the lab and saying, All right, let me basically imagine or think that— let me come up with a worldview for why salmon PDRN plus gold microneedling is the absolute best platonic ideal to a solution to anti-aging. Okay, so we already found what's most unique about this product, and I'm going way faster. This usually takes time. Next thing is, how can we make those elements preeminent, a category of one, aka the mostest, bestest, prettiest? So what is it about PDRN that would make this the absolute best possible skincare ingredient? Okay, so like, what would have to be true about PDRN to make it whatever? So I start going to the most common places. Well, salmon. If it's derived from salmon, then I will ask myself the question, what is preeminent about salmon? And I'm gonna start thinking about my associations, magical thinking. I'm gonna start thinking about what are my associations with salmon, right? And so, the things that I know, like, folk-wise, is like, the one thing that pops to my mind, and again, this is why it's important to be curious and well-read, not that this is like some kind of stroke of genius, I'm just saying you want to have quick recollection of ideas like this, is I know salmon swim upstream. I also know they get all like bloody and bruised. So then I would go and ask the question like, do salmon regenerate their skin or scales? I would ask myself that question. And basically I'm going to go and I'm going to look on Claude or whatever and I'm going to ask myself questions around like, tell me about salmon swimming upstream. Tell me about this kind of stuff. Let me show you an example. Okay. So I'll take you into some of this a little bit. So tell me about salmon swimming upstream and how they get bruised and battered and have to have their skin regenerate. Quickly. So salmon swimming upstream, they take a real beating. Uh, again, I ignore the part that I don't want to read. That doesn't matter to me. Fish skin does regenerate faster than mammal skin in general. I'm saying, how do they compare to other animals? What's possible to say about their preeminence in the skin recovery rejuvenation, right? So I'm skipping all this shit. Basically saying that They endure physical punishment. Fish skin heals faster and cleaner than mammal skin. Salmon skin is rich in collagen. They're preeminent at skin regeneration. Well, it says it's not really defensible, but basically this stuff is used in wound care, things like that. Then I'm asking about PDRN and the primary mechanical mechanisms of action. So we have the option of receptor activation or pathway fuel, right? So the big idea is either it's triggering a signal or it's restoring molecules. You can choose whichever one you want. To me, the idea of injecting something and it's actually feeding my skin and rejuvenating it and providing it something seems more important to me. So here we go, against the current, leaping waterfalls, whatever. Right. So there's some stuff in here. And I would play around with those ideas. But you can see I'm starting to build a story, right? About how salmon are preeminent because they go on this crazy journey that no other animal does. So they have to regenerate their skin. So if you take their DNA or you take whatever it is, which is basically their sperm. We're not going to say sperm because that sounds fucking gross. So we're taking their DNA and we're injecting it and it's going to rejuvenate your own skin. Okay? So we're already starting to get there. Next thing I would ask myself is, this is an example of magical thinking. And associations is I would just ask people to, and I did this on a call. I was like, put these in order, like rank them like one one to three, and I wouldn't tell them how they're ranking them. But most people would start to rank things in this order, and then I'm asking like why? And it's basically because caviar is more expensive, and trout just seems uglier. And it's really because the word is ugly. I actually think trout may be more expensive than salmon. Okay, or like tilapia. For instance, right? Like, people kind of order these things like this. So what this shows and proves is that people already have pre-built associations. And salmon is nice. It's a premium-ish fish. But it's not as nice as like caviar or some of these other ones. Okay? So I'm asking the question, how can I make salmon seem more interesting? So then I ask myself a question like, where are all the places that Salmon are from, and different types of them. Now again, a lot of this you do need to balance it with the science and the facts and things like that, right? But you— I'm starting to think about what's the best idea possible so then I can work my way backwards to make things that are true. Now what I'm going to try to figure out are what are— what's a salmon that sounds like really, really cool? So then I'm like, oh, I'm reading through these and then I see this thing, oh, cherry salmon. Right? And it's available in Japan, Korea, and Russia. And then I'm like, oh, like Korea has all these like skincare things. So Korean, and it's cherry salmon. Doesn't that sound like sexy? Right? So PDRN derived from Korean cherry salmon. Like that sounds way sexier than, you know, salmon sperm coming from a sockeye, a Russia, you know, a farm-raised whatever from chum. You know what I mean? That's how you want to play around with those magical thinking and associations. All right. So you can see we're starting to build up our case. And then we're going to say, how can we make this specific unique combination the perfect combination at our current time and place, right? So we could tell this story of, you know, salmon are unique. They have the craziest journey. Oh, then the next thing I would say is like the gold microneedling. So why gold, right? What's the story of gold? Gold is valuable because it's blank blank blank, right? And now, and we need the micro needles because if you ingest it, it won't come in. So now we're starting to play around and we're coming up with this coherent shape for for what our mechanism is going to be. Okay, so that's one small example. I know we went really fast for sake of time, but on the next video I'll go a little bit deeper, and hopefully you can kind of sit with this and start to connect some dots for yourself. So let me know down below if this is valuable. Let me know other video ideas or things that you wanna see, and I'll see you in the next one.