What I learned from Amanda Khayat podcast ( recommended by Sir Nabeel Azeez) PART 2 ( kinda Summary )

🎓Biggest problem in running ad operations :

It is hard to find people who are good at writing ad . And the hardest part is there is lack of people who are good both at writing copy and lead and train the team .

🎓Expectations from a good copy leader inside the team :

He needs to explain and share his thinking process while writing the ads .

2.He must be able to teach how to review

and control ads .

3. He must give feedback on the pieces of copy the team writes .

(Amanda herself works with people who run their operations . She manages all and personally trains the team members .)

🎓Does negative feedback work ?

Amanda says when you tell someone while reviewing copy that “ you are bad “ and you don't show them how to improve ; that doesn’t help the person . He needs more guidance , not just criticism.

🎓Qualified copywriter must have three abilities:

1.They must understand how the market works

2.Real experience and results

3.Teaching ability . It means they must have the ability to teach others in a simple language what he has learned .

🎓Experience doesn't mean many years :

Amanda says “ intensity distorts time “. If someone is very focused and work hard , he can get deep knowledge faster . Experience doesn't mean ten years . One must have the fire in belly to learn and implement more.

🎓First step to learning ad copy .

How to analyze a market . This means spy work and study ads that are already running and working .

🎓Spy work means :

Just study other people's ads . But the point is don't copy and paste them . The goal should be to understand why they work and what's the hidden structure behind them .

🎓Hidden structure means :

Deeper pattern or framework behind a successful ad which is invisible at the surface level . Learn to spot it and replicate it with your own creative spin. Make it new. With fresh angle

🎓What's the next step for a beginner after learning market analysis ?

1.How to write good hooks (to grab attention)

2.How to write the body of an ad

3.Develop personal writing process

4.Staying focused on one niche to get better faster

🎓How focusing on one niche helps ?

Each niche has its own specific audience , format and style .For example, weight loss ads are very different from diabetes ads. Going deep in one niche helps you understand it much faster.

🎓What to look for in a scaled ad?

Look at everything , every word, every line, every image . Try to find hidden patterns and details that most people would miss.

🎓What is a 'sticky name' used for any product or offer ?

It's like giving a unique name to your method , process or product . For example, the salt ritual , the cinnamon trick , and bariatric tea . And it reminds me of the sticky name of "Bionic Copywriter” from copyskills . But if this sticky name becomes saturated , it doesn't work in the market . Then come up with new angles .

🎓What is superstructure in an ad ?

It's a reference to an authority figure in any niche . Instead of using sticky names , mention someone well known In this niche to gain trust and curiosity :

For example :

Write sales copy just like Nabeel Azeez writes .

Learn podcasting just like Jao does .

🎓What is the landing phrase ?

The line that just comes right after the hook in an Ad . Its purpose is to keep the audience hooked and force them to continue watching .

Example of a hook and landing phrase :

Hook: "How I lost one kilogram just by drinking water."

Landing phrase: "That's exactly what I would do to go from M to S in just one month. Watch this”

The landing phrase has to be strong enough that it could almost work as a hook on its own.

🎓What is a “ dopamine trigger “ in an ad copy ?

It is a sentence which comes in the middle of an ad . It's random and abrupt or somehow unrelated. Its purpose is to avoid a boring section and regrab the viewer’s attention. You can say it's like a mini-hook into the middle of a story .

🎓Example of a dopamine trigger: ( by Amanda)

Imagine an ad telling a weight loss story. Suddenly, in the middle, it says: "This is stronger than Mounjaro. Just test once a day or you'll lose too much weight." It doesn't perfectly connect to what was said before or after , but it grabs attention and creates curiosity.

🎓Is a dopamine trigger the same as a call to action?

Not exactly. Sometimes it can feel like a CTA, but it doesn't have to be. The main job is just to create a burst of curiosity or excitement .it's function is to keep keep the viewer engaged. It's job is not necessarily to tell them to click.

🎓Should you go into spy work looking for specific patterns?

No. Amanda says you should go in with a clear, open mind. If you only look for patterns you already know, you'll miss new ones. The goal is to discover new information, not just confirm what you've already seen.

🎓What is the difference between "information" and "patterns" when analyzing ads?

A pattern is something that repeats across many ads — easy to spot once you've seen it a few times. Information is a single detail that might be significant but requires a trained eye to understand. Someone without experience might look at a strange sentence in an ad and think it's a mistake , but it might actually be a very intentional technique. Use a trained eye and find why this sentence is here. How is it making the ad scale at a high level?

🎓Should you judge an ad as "bad" if it seems weird?

No. If an ad is scaling (getting results), you have to respect it . Even if it looks strange to you. The rule is simple: respect the conversion. Even if you think it's badly written .

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