sharing with you the facebook ad formula that has got us to $20-million.

this is a big deal because we started with $500.

it's not really an ad formula, but a set of first principles.

first principles are important in advertising and marketing because they help you anchor your knowledge.

it's a noisy world. if your advertising knowledge isn't anchored to first principles - you have fragmented info.

it ricochets all over your brain. and it's hard to access when you need it.

first principles make you smarter.

because you can build your knowledge from them and always access them.

think about them as a book shelf for your brain.

anyway this is all about our first principles that we've used to get to $20m.

hope they help.

see you tomorrow.

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