The Marketing Millennials – Ep. 379

The Advertising Messaging Framework You Need To Use with Ashley Brock, CEO of Paid Ads Academy

Date: December 31, 2025
Host: Daniel Murray
Guest: Ashley Brock

Episode Overview

In this value-packed episode of The Marketing Millennials, Daniel Murray welcomes Ashley Brock, CEO and founder of Paid Ads Academy. Ashley introduces her signature "Rainmaker" Messaging Framework—a strategic, step-by-step approach for crafting more effective, conversion-focused advertising and marketing campaigns. They dissect each component of the framework, share real-world examples from client work, and discuss how to overcome common pitfalls in messaging and advertising.

Key Discussion Points & Insights

1. Ashley Brock’s Background and the Importance of Messaging

• Her Experience: Ashley shares her journey from agency leadership (managing $200 million in ad spend across four agencies) to growing Paid Ads Academy to nearly eight figures in under three years ([01:16]).
• Core Insight: "So many people can run ads and do advertising, but when you’re not specific about what makes you different, it’s really hard for people to gain traction." (Ashley, 01:45)
• Lesson: Messaging is a foundational marketing multiplier; without it, even great offers can fail.

2. Introduction to the Rainmaker Messaging Framework

• Definition:
  • Rainmaker: "Someone who has an unusual level of skill that brings an unprecedented amount of revenue to a company." (Ashley, 02:23)
• Framework Versatility: Usable across ads, emails, websites, and social—basically any marketing channel.

3. Deep Dive Into the RAINMAKER Framework

R – Relevancy

• "Your ads need to be relevant to where people are at." (Ashley, 03:57)
• Key Tip: Match messaging to audience awareness: symptom, problem, or solution.
• Examples:
  • People searching "how to write a book" (symptom) vs. "book editing coach" (solution) ([04:00]).
  • A coach with potential clients who don’t yet know the term "nervous system regulation"—you must speak to the problem or symptom they recognize ([05:53]).
• Practical Application: Create messaging variation for different stages of buyer awareness.

A – Articulation

• "Articulation leads to elevation of your communication." (Ashley, 07:07)
• Insight: The way you say things matters—intonation, word choice, and energy can radically alter ad performance.
• Stat: Only 7% of communication is the words—you must focus on tone and delivery ([07:22]).
• Tip: Make sure not just your script but your delivery is compelling.

I – Identifiability

• "Identify who you're talking to and just say that." (Ashley, 08:33)
• Mistake to Avoid: Waiting to clarify your audience until later in your message; people won’t wait.
• Example: Instead of generic "Do you ever feel like...", specify "Marketers, are you struggling with..." ([09:33]).
• Bonus: This helps both your audience and the ad algorithm understand who the message is for.

N – Necessity

• "Specificity creates necessity." (Ashley, 10:36)
• Insight: People often know why they should buy, but you need to communicate why directly and specifically to them.
• Tip: Run different ads for different buyer motivations—cost savings, integrations, time, team benefits, etc. ([12:02]).
• Practical: Broad claims don’t move people; specific, personal reasons do.

M – Memorability

• "We renovate and elevate your basement to take your bottom level to the next level." (Ashley’s client example, 14:42)
• How-to: Use alliteration, rhymes, and taglines to stick in people’s minds.
• Brand Example: "Advertise your name, make it rain."—Ashley’s own tagline ([15:31]).
• Tip: Consistently end communications with a memorable line or phrase.

A – Avoiding

• Don’t overuse: "Me," "my," or "I" in your ads. "Just say, 'Are you...?' because there's only one person watching that ad." (Ashley, 17:29)
• Avoid: Explaining your solution first; instead, start with the result your customer wants.
• Framework: "What they get, then what you do," not the other way around ([18:52]).

K – Knowledge

• "Lingo is bingo." (Ashley, 20:22)
• Key: Use specific industry or audience lingo naturally.
• Example: An ad reading “SLPs, Are you tired of SOAP notes?” only resonates with the right audience ([20:46]).
• Warning: If you dilute your language, you lose credibility and connection.

E – Energy

• "You can’t transfer excitement and encouragement... if you don’t have it." (Ashley, 22:12)
• Lesson: Match the energy you want your audience to feel; record only when you can project the right mood.
• Memorable Quote: "Emotion puts people in motion and logic can make people lethargic." (Ashley, 23:41)

R – Reputation

• "Authority can lead to profitability because it shows why people can trust you." (Ashley, 25:57)
• How: Bring your credibility (awards, metrics, client logos/names) up front—in the first 2-3 sentences or visually on screen ([26:41]).
• Tip: Use multiple forms—spoken, text, visuals—and tailor based on audience segment.
• Example: A speaker client maintains different landing pages showcasing relevant credibility for tech, real estate, etc. ([28:55])

Notable Quotes & Memorable Moments

• "Messaging is a foundational marketing multiplier; without it, even great offers can fail." (Paraphrased summary, 01:45)
• Daniel on funnel stages: "People are either going way too top of funnel... or just capturing existing demand. You need a little of both to win." ([05:07])
• Ashley: "Specificity creates necessity." ([10:36])
• Ashley, on memorability taglines: "What is memorable? ...I end every call, every podcast, and every single thing with that tagline because it's memorable." ([15:31])
• Daniel, on articulation: "The way that creator or you as a business owner is coming off could mean the excitement." ([07:51])

Timestamps for Important Segments

• [01:16] – Ashley introduces her background and Paid Ads Academy
• [02:18] – Defining the "Rainmaker" concept and framework
• [03:57] – R = Relevancy; matching message to audience awareness
• [07:07] – A = Articulation; delivery and tone elevate impact
• [08:33] – I = Identifiability; name your audience up front
• [10:36] – N = Necessity; be specific about why your offer matters
• [14:30] – M = Memorability; creating taglines and sticky messaging
• [17:21] – A = Avoiding "me/my/I" language; speak directly to the customer
• [20:22] – K = Knowledge; using lingo to deepen credibility
• [22:12] – E = Energy; importance of emotional tone in ads
• [24:23] – R = Reputation; making credibility explicit, early and often

Actionable Takeaways

• Map the RAINMAKER framework to every ad or campaign before launch.
• Test creative for not just scripts but also performance, delivery, and energy.
• Tailor credibility and specificity based on audience segment and desired outcome.
• Always speak directly to your target persona (“you”), and let the ad algorithm learn from your clarity.

Final Thoughts: Marketing Hills to Die On

• Ashley’s Hill: "Advertising and marketing are learnable skills for anyone." ([30:24])
• Daniel’s Wisdom: Learn the basics first—even if you plan to outsource—so you can assess others’ work knowledgeably.

Connect With Ashley Brock

• Instagram: adswithashley (“Type in ‘ads’ and I should pop up!” [32:20])
• Paid Ads Academy: Regular trainings & classes—details available via her Instagram.

This summary provides a structured, practical breakdown of the RAINMAKER Messaging Framework and teaches listeners how to upgrade their advertising with specificity, energy, and clarity. Ashley’s step-by-step guide, reinforced by stories and real-life ad critiques, delivers marketing wisdom you can implement instantly.