This document provides guidance on effectively training autonomous media buyers. It discusses that successful media buyers have both logical and creative attributes. It also recommends that media buyers have an EPC that is greater than their CPC. Additionally, it outlines a training process for autonomous media buyers that involves systematized standard operating procedures including pre-launch, launch, and post-launch phases with specific steps like offer selection, traffic source selection, data collection, optimization, and scaling. Finally, it notes that building autonomous media buyers requires addressing compensation, moats, and specialization.
Present the Major Idea clearly and concisely. You want it to be something that they can remember and repeat after the talk. (EX: “Make Good Art”)
Present it in a way that they will not think, “I already know this.”
Example of intriguing idea that is clearly stated.(0:00-1:05): https://youtu.be/mk3K_Vrve-E
There's one question that I know we’ve all asked ourselves?
How do we grow our businesses to double or triple the revenue without any extra effort?
When you've maxed out your effectiveness, whether it's having the highest returning offers or running all the campaigns you can handle, what's the single most effective thing to do? Work 80 hours each week? Stop growing?
The answer to that questions is simple. Create a media buyer that will go to war for you.
Logical
Interprets the data
Follows the data
Emotional
Creates and iterates
Unique problem solving
Explain importance of EPC>CPC
Story or anecdote on why you need to know EXACTLY what you’re looking for before you start searching.
Where do I find the best media buyers?
Look EVERYWHERE
Online
Indeed
Craigslist
Recruiters
Professional/Personal Networks
Competitors **
Small Hoops
Applications
Follow Directions
1 problem solved-
“What was a hardship overcome in the last 12 months?”
Medium Hoops
DISC/Values Test
DISC- What to look for:
High Decisive
Lower cautious
Lower Stability
Values- What to look for
High economic
Lower altruist & aestheitic
Anything else
DISC- What to look for:
High Decisive
Interactive-- Preferably low
Lower Stability
Lower cautious
Values- What to look for
High economic
Lower altruist
Large Hoops
Create a Campaign and Ad creative
What to look for:
Do they show ability to follow directions and generate different ideas
Show examples
Pre-launch
Offer selection
Pre-launch
Offer selection
Pre-launch (continued)
Traffic source selection
Comeptitive intelligence
Angle creation
Angle, HL/creative, LP flow, Backend setup, front end setup
Avatar
You said you wanted to add more
Launch
Collect the data
No emotion
Let the EPCs do the talking
Optimize
Scale
Continually Testing
Give the tools for success
Manage results NOT behaviors
“It doesn't make sense to hire smart people and tell them what to do; we hire smart people so they can tell us what to do.”- Steve jobs
Compensate fairly
Benefits
Work From Home
Travel
Training
$$
Joint Ventures