Make More Ads. Period.

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I'm going to give you the simplest piece of advice you'll ever hear.

Make more ads.

That's it. That's the newsletter.

But since you're here, let me tell you why this obvious advice is the hardest thing for brands to actually do.

The Problem with Being Precious

We've gotten too precious about our creative process.

Too precious about our systems.

Too precious about our strategies.

Too precious about finding "the perfect ad."

MY TEAM AND I FALL FOR THIS ALL THE TIME. (I am trying to listen to my own advice)

Here's what I see happening:

• Brands spend weeks planning the "perfect" creative brief

• Teams debate endlessly about messaging angles

• Everyone wants to find THE ad that changes everything

• Analysis paralysis disguised as "being strategic"

Meanwhile, your competitors are shipping ads.

Acquiring customers.

Growing.

Let me remind you what business you're actually in.

You're in the customer acquisition business.

Your job is simple

Everything else is just supporting that one core function. And to consistently acquire customers, you need to consistently make ads and content.

It's not complicated. It's not mysterious. It's just hard work.

The brands that win are the brands that:

• Create consistently

• Test consistently

• Learn consistently

• Repeat consistently

Notice I didn't say "perfectly."

I said "consistently."

Build the Muscle

Creating content is a muscle.

Like any muscle, it gets stronger with use and weaker with neglect.

The more you create, the better you get at:

• Spotting what works quickly

• Writing compelling hooks

• Understanding your audience

• Moving from idea to execution fast

The less you create, the more you:

• Overthink every decision

• Second-guess your instincts

• Get paralyzed by options

• Lose touch with what resonates

Which muscle are you building?

Look at any great artist.

Picasso created over 50,000 artworks in his lifetime. Van Gogh painted over 2,000 pieces in just 10 years.

They didn't sit around waiting for the perfect inspiration.

They painted.

Every day.

Sometimes multiple pieces a day.

The masterpieces came from the practice, not the planning.

Your ads work the same way.

You don't think your way to great creative.

You create your way to great creative.

When Perfectionism Becomes Paralysis

I get it.

You want to scale.

You want greatness.

You want that breakthrough ad that changes everything.

But here's the trap:

Your desire for scale can become the very thing that prevents you from scaling.

Your pursuit of greatness can stop you from getting good.

Your search for the perfect ad can prevent you from making any ads at all.

The Simple Rule

When in doubt, make the ad.

Got an idea? Write it down. Find a way to create it. Get your team around you and just make it.

Stop asking, "Is this going to be THE ad?" or "What if it doesn't work?"

Start asking, "How fast can we test this?" or "What's our next three ideas?"

It's easy to sit in meetings.

Analyze data.

Create frameworks.

Build processes.

But you know what actually moves the needle?

Making the ad.

Shipping the creative.

Getting it in front of customers.

The market will teach you more in one week of testing than a month of strategizing.

Data is important. Strategy matters. But they're not substitutes for creation.

The Reality Check

Not every ad you create will be a winner.

Actually, let me be clearer: most of your ads won't be winners.

But every ad you create gets you closer to the ones that will win.

Every ad teaches you something.

Every test reveals something.

Every piece of creative builds your understanding of what resonates with your audience.

The ads that never get made teach you nothing.

What "Make More Ads" Actually Means

This isn't about mindless volume. It's about productive volume.

Make more ads means:

• Having a bias toward action over analysis

• Testing ideas quickly instead of debating them endlessly

• Building systems that enable creation, not complicate it

• Celebrating learning, not just winning

• Making creation a habit, not an event

The brands that are scaling while you're stuck in planning meetings have one thing in common:

They make more ads.

They're not smarter. They're not more strategic. They don't have better tools or bigger budgets.

They just create more consistently than you do.

And consistency compounds.

Every ad they make builds on the last one. Every test informs the next one. Every piece of creative makes them better at creating the next piece.

While you're perfecting your creative brief, they're perfecting their creative muscle.

The Bottom Line

Stop overthinking. Start creating.

The brand you've always hoped for is on the other side of more ads.

Not perfect ads.

Not revolutionary ads.

More ads.

The breakthrough you're looking for isn't hiding in your strategy deck.

It's hiding in the ad you haven't made yet.

I hope this was helpful. Let me know if you want me to address anything in the future for you. Just reply and I can write about it.

Make sure to check out the podcast.

Until then, keep creating!

Matthew Gattozzi

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My team and I create hassle-free creatives for consumer brands. If you are thinking about getting content, let’s set up a chat.

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Did you know we had a podcast called In the Cutting Room. Episodes drop every Tuesday. Make sure to listen to it on Apple, Spotify, or Youtube.