---
title: "The modern advertising framework"
description: "Six connected variables for building brand and sales on interest-graph platforms, where each stage feeds the next."
canonical: https://tomsharman.com/bookshelf/day-trading-attention/the-modern-advertising-framework/
updated: 2026-11-03
---

# The modern advertising framework

> Six connected variables for building brand and sales on interest-graph platforms, where each stage feeds the next.

Gary Vaynerchuk's framework, from Day Trading Attention, pp. 29 to 45.

Framework 1 of 6 from [Day Trading Attention](https://tomsharman.com/bookshelf/day-trading-attention/index.md) by Gary Vaynerchuk. Category: Paid ads.

## The steps

1. **Cohort development.** Define a large set of narrow audience segments so each piece of content is made for someone specific.
2. **Platforms and Culture (PAC).** Learn each platform's creative units and features and what each cohort is paying attention to.
3. **Strategic organic content (SOC).** Post a high volume of content built with the first three seconds, copy, title, length and native features in mind.
4. **Amplification.** Put paid media, influencers or other distribution behind the pieces that overperformed organically.
5. **Videos people want to watch.** Turn proven concepts into higher-production modern commercials that feel like entertainment.
6. **Post-creative strategy (PCS).** Read comments and analytics to refine cohorts and decide what to make next.

## Where it comes from

From chapter: Part 2: The Modern Advertising Framework, pp. 29–45

Part 2 sets out the modern advertising framework as a day trader's alternative to long-term campaign bets. The six variables are cohort development, platforms and culture, strategic organic content, amplification, videos people want to watch and post-creative strategy. Worked examples for a kids' clothing shop, a national CPG brand and a local arts nonprofit show how organic winners become ads and then higher-production commercials. The advice for beginners is to avoid boiling the ocean and simply start posting.

## The animation

24 seconds, 4:5, no sound.

- MP4: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/day-trading-attention/the-modern-advertising-framework.mp4
- MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/day-trading-attention/the-modern-advertising-framework-dark.mp4
- Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/day-trading-attention/the-modern-advertising-framework.png
- Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/day-trading-attention/the-modern-advertising-framework-dark.png