What Is Actually “Good” Creative in Marketing?

What makes creative “good”?

Is it high engagement?
Is it visually impressive?
Is it funny?
Is it polished?

Or is it whatever generates the business outcome you actually need?

In this episode, we run creative through four strategic frames:

Leads
Proof
Authority
Engagement

And we explain why most business owners are optimizing for the wrong one.

The Four Outcomes of Creative

1. Leads (Sales)

For 99% of businesses, this should be the top priority.

Leads turn into sales.
Sales increase revenue.
Revenue solves most business problems.

If your creative doesn’t generate leads — it may not be good creative for your current objective.

2. Proof

Proof reduces resistance in the buying process.

Testimonials. Case studies. Demonstrated results.

People who see others like them succeed are more likely to believe they will succeed too.

Proof shortens the sales cycle and lowers objections.

3. Authority

Authority builds trust.

When you position yourself as an expert:

Sales become easier
Objections decrease
Clients come to you

Authority is long-term positioning capital.

4. Engagement

Engagement has value — but it is often overrated.

Likes, shares, views, and impressions can expand reach.

But engagement without intention rarely produces revenue.

The mistake most business owners make:
Optimizing for attention instead of intention.

The 5 Tests of Good Creative

To evaluate whether your content is truly “good,” ask:

1. Does the audience respond to it?

Not you. The audience.

What you like and what they respond to are often different.

If it doesn’t generate the intended outcome — it isn’t good creative.

2. Does it speak directly to the avatar?

Clear targeting increases conversion.

“Attention: I’m looking for five people who want to achieve X in Y timeframe.”

Specificity drives leads.

Vague content drives nothing.

3. Is it engaging enough to stop the scroll?

Attention is required.

But attention alone is not enough.

The best creative generates:
Attention + Intention.

4. Does it position you as the authority?

Are you demonstrating expertise?
Are you reducing buying resistance?
Are you solving real problems?

Authority compounds over time.

5. Is it funny (or emotionally compelling)?

Humor, shock, or “sexy” content drives engagement.

But ask:
Does it translate into authority, proof, or leads?

Memes generate likes.
Strategy generates revenue.

The Core Principle

Good creative is not defined by aesthetics.

It is defined by outcome.

Before creating anything, ask:
What is the objective of this piece?

If it’s engagement — optimize for attention.
If it’s authority — optimize for value.
If it’s proof — demonstrate results.
If it’s leads — speak directly to the avatar and make a clear offer.

Emotion out.
Logic and mathematics in.

Long-Term Marketing Thinking

Not every piece of content must convert immediately.

But your overall content ecosystem should systematically build:

Leads → Proof → Authority → Engagement

In that order for most businesses.

Key Takeaway

Good creative isn’t what looks impressive.

It’s what produces measurable business outcomes.

Stop chasing vanity metrics.

Start building strategic content that compounds into revenue.