Nobody reads the curriculum first. They audition the teacher.

A course is a long commitment bought in a short moment.

The buyer is not assessing a syllabus. They are working out whether your voice is one they can sit with on a commute for two months.

That decision takes about three seconds and it is made about a person.

It is why two courses with almost identical outlines sell at completely different prices.

It is also why a slide deck ad fails. There is nobody in it to audition.

The second question, what is inside, gets answered by the sales page. The ad rarely survives long enough to reach it.

So the job of the creative is narrow. Put the teacher in front of the buyer and let them decide.

Everything else in the cut exists to hold attention while that decision happens.

Testimonials help, and they are somebody else's audition. Yours still has to take place.

The strongest course ad is a lesson cut down to twenty seconds.

One correction. One thing almost everybody gets wrong in week one. One shortcut you would have paid for in year one.

The buyer gets a small result from a stranger, then draws a conclusion about the other forty hours.

An announcement leaves no conclusion to draw. Doors open Monday tells nobody what the six weeks feel like.

There is a refund consequence as well. A buyer who bought the teacher they saw gets the teacher they bought.

A buyer who bought a promise about an outcome asks for their money back in week two.

So the ad sets the expectation the course has to meet, in the same three seconds it is trying to sell.

Teaching is the only opening that manages both at once.

Every lesson you have already recorded contains four of these, and you know which four they are.

Upload one talking-head take of up to three minutes. Cutroom transcribes the read and drafts the cut.

It places b-roll against the words and returns a finished 9:16 MP4 with captions burned in.

You direct it on the transcript. Highlight the phrase where you name the mistake and a clip lands over exactly those words.

Delete a line where you talked yourself in a circle and the cut rebuilds. Change the pace and the whole piece re-cuts.

Your own material goes in your workspace library. A slide, a screen capture, a whiteboard, thirty seconds lifted from module four.

Upload once and every ad afterwards can reach it.

Coverage caps at 40, 45 or 52 percent depending on pace, so you stay on screen for most of the runtime.

That is the correct ratio when the person is the product being auditioned.

Six caption packs plus colour, weight, size and position, with per-word emphasis on the correction you want remembered.

Launches concentrate everything. The list is warmed, the window is short, the spend is front-loaded.

A window that underperforms cannot be run again in the same quarter.

Roughly 5 to 8 percent of creatives carry spend, per Motion's analysis of 550,000+ Meta ads.

Opening a cart with four creatives is entering the most important fortnight of the quarter with four attempts.

Twenty openings at about 110 credits each is roughly 2,200 credits. That is one month of Premium at $79.99 for 5,000 credits.

Basic is $39.99 for 2,500 credits, roughly 22 finished ads.

Build them in the quiet week before, rather than on day three of the cart when the numbers are already telling you something you cannot act on.

The behaviour that changes is that the evergreen ad and the launch ad stop competing for the same evening.

The trial is 7 days and 300 credits with no card, which is two finished ads.

The free b-roll search covers desks, notebooks, laptops, cafes and commutes.

That is the world your buyer is picturing themselves learning in, and it is most of what an opening needs.

Anything specific to the course comes from you and lives in the library after one upload.

Exports are 9:16 MP4 with captions burned in. Source takes cap at three minutes. One project makes one finished ad.

In practice that holds each ad to one lesson, which is the right size for this format.

If the announcement reads are the part you dread filming, a presenter renders from a photo at 320 credits a finished minute.

Keep the teaching reads on the camera. That is the ad doing the audition.

Somebody has to be on screen, and for a course that is not a constraint. It is the product.

The teacher a stranger decides to trust in three seconds is the one asset a competing course cannot copy.