Advertising Strategy That Sells: Creative to Sales

Build stronger advertising with customer insight, creative strategy, media planning, testing, and campaign measurement

Created byDr. Law Payne

Last updated 11/2026

English

What you'll learn

Build a complete advertising strategy system connected to customer and business outcomes.
Diagnose evidence gaps, assumptions, constraints, risks, and decision bottlenecks.
Translate strategy into an accountable workflow with clear owners and review gates.
Evaluate quality, economics, customer response, and implementation readiness.

Course content

2 sections • 11 lectures • 1h 49m total length

The Advertising Strategy and Growth System9:47
This lecture explains the strategy, evidence, execution choices, quality controls, and business measurements behind the advertising strategy and growth system. Students apply the framework to a continuing case and complete a practical assignment.
Audience Insight Objectives and Campaign Positioning10:01
This lecture explains the strategy, evidence, execution choices, quality controls, and business measurements behind audience insight objectives and campaign positioning. Students apply the framework to a continuing case and complete a practical assignment.
Creative Strategy Concepts Messages and Proof9:50
This lecture explains the strategy, evidence, execution choices, quality controls, and business measurements behind creative strategy concepts messages and proof. Students apply the framework to a continuing case and complete a practical assignment.
Media Planning Channel Roles and Campaign Execution9:51
This lecture explains the strategy, evidence, execution choices, quality controls, and business measurements behind media planning channel roles and campaign execution. Students apply the framework to a continuing case and complete a practical assignment.
Measurement Testing Brand Effects and Profitable Scale10:00
This lecture explains the strategy, evidence, execution choices, quality controls, and business measurements behind measurement testing brand effects and profitable scale. Students apply the framework to a continuing case and complete a practical assignment.

Workshop 1: The Facebook Ads Profit Model9:47
Work through the practical lesson: The Facebook Ads Profit Model. This applied study preserves the original Facebook Ads Profit System - Campaigns That Convert case context, then transfers its decision method to Advertising Strategy That Sells: Creative to Sales.

Complete Strategy Decision Brief and Ideal Customer Profile Worksheet. Make a specific business decision visible before selecting activities or tools. Define the customers you can serve well and specify observable qualification and exclusion criteria.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 2: Audience Research Offers and Message-Market Fit10:00
Work through the practical lesson: Audience Research Offers and Message-Market Fit. This applied study preserves the original Facebook Ads Profit System - Campaigns That Convert case context, then transfers its decision method to Advertising Strategy That Sells: Creative to Sales.

Complete Research Question and Evidence Plan and Offer Design Canvas. Choose research methods that can answer a specific decision question within realistic constraints. Build an offer that combines a valuable outcome, a credible delivery mechanism, and clear boundaries.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 3: Creative Strategy Hooks Proof and Production9:47
Work through the practical lesson: Creative Strategy Hooks Proof and Production. This applied study preserves the original Facebook Ads Profit System - Campaigns That Convert case context, then transfers its decision method to Advertising Strategy That Sells: Creative to Sales.

Complete Creative Hook and Test Matrix and Advertising Campaign Brief. Develop meaningfully different creative hypotheses and compare them using defined evidence. Connect campaign objectives, audience, creative, offer, and measurement before buying traffic.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 4: Campaign Structure Testing and Budget Decisions9:54
Work through the practical lesson: Campaign Structure Testing and Budget Decisions. This applied study preserves the original Facebook Ads Profit System - Campaigns That Convert case context, then transfers its decision method to Advertising Strategy That Sells: Creative to Sales.

Complete Buyer Journey and Funnel Map and Experiment Design Card. Map customer decisions and the evidence needed to progress through a buying journey. Design a controlled test that can distinguish a useful mechanism from noise or wishful thinking.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 5: Attribution Economics Optimization and Scale10:06
Work through the practical lesson: Attribution Economics Optimization and Scale. This applied study preserves the original Facebook Ads Profit System - Campaigns That Convert case context, then transfers its decision method to Advertising Strategy That Sells: Creative to Sales.

Complete Acquisition Economics Worksheet and Measurement and Learning Plan. Calculate customer acquisition economics using consistent definitions and explicit assumptions. Select a small set of defined measures and use them to make decisions rather than report activity.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.
Workshop 6: Measurement Creative Iteration and Responsible Scale10:04
Work through the practical lesson: Measurement Creative Iteration and Responsible Scale. This applied study preserves the original TikTok Advertising Blueprint - Attention into Sales case context, then transfers its decision method to Advertising Strategy That Sells: Creative to Sales.

Complete Acquisition Economics Worksheet and Measurement and Learning Plan. Calculate customer acquisition economics using consistent definitions and explicit assumptions. Select a small set of defined measures and use them to make decisions rather than report activity.

Use the attached workbook to separate evidence from assumptions, compare alternatives and record an accountable next action with a review trigger. The final worked case is a separate fictional practice exercise.

Requirements

No coding experience is required.

Description

This course contains the use of artificial intelligence.

Advertising Strategy That Sells gives professionals a structured, evidence-based system for turning advertising decisions into measurable business value. This course moves beyond disconnected platform tactics and shows how audience insight, positioning, creative strategy, media choices, conversion design, and measurement work together as one operating system.

You will learn how to define campaign objectives, identify the customers most likely to respond, develop persuasive concepts and messages, select channel roles, coordinate execution, and evaluate results without confusing activity with impact. Each lecture combines a practical framework, a continuing business case, common failure modes, quality controls, and an assignment you can apply immediately to a real campaign, client, product, or organization.

The course is designed for marketers, entrepreneurs, agency professionals, brand managers, creatives, and media buyers who want a disciplined system rather than random advertising tactics. By the end, you will be able to build a coherent campaign plan, connect creative decisions to customer evidence, choose media based on strategy, establish meaningful measures, and create a ninety-day roadmap for improvement and responsible scale.

Dr. Law Payne combines doctoral-level leadership education with extensive business experience. He holds a Doctor of Business Administration specializing in Organizational Leadership and Development, a master’s degree in Educational Psychology, a master’s degree in Business, and a bachelor’s degree in Business Administration and Marketing. His background includes nine-figure entrepreneurship, published work reaching more than one million copies, more than one billion dollars in managed sales, and over fifteen years of teaching, coaching, and mentoring.

Who this course is for:

Marketers, entrepreneurs, agency professionals, brand managers, creatives, and media buyers.

Advertising Strategy That Sells: Creative to Sales

What you'll learn

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Course content

Build the Complete Advertising Strategy System5 lectures • 49min

Applied Workshop Lab: Evidence, Experiments and Execution6 lectures • 1hr

Requirements

Description

Who this course is for: