YouTube video (hosted by Nate Tilley) arguing that strong storytelling is the core skill for better ads. The speaker contrasts an early approach of betting on a single campaign with a current practice of producing one core story and then creating many hooks and edits (e.g., ~20 hooks) to test what works.
Story is the underlying skill that can be constantly used in multiple campaigns. Campaign is just a good story with multiple different books in it. If you've seen my ads that run all around the Internet, there's one story that you're telling. When I was just getting started, I would create a campaign, put all of my eggs in that basket, and then just pray to the Internet gods that that thing was a success. My model now is I shoot the one campaign, and then I might shoot 20 different hooks and then do different edits of the best one to find out what works and what doesn't.
