Introduction
In the bustling world of digital marketing, where attention is the most valuable currency, the difference between a viral video and a video that actually sells is immense. Many talented video editors find themselves stuck, creating beautiful content that fails to deliver a return on investment. They master the technical skills—the cuts, the transitions, the color grading—but miss the crucial element that drives business: direct response. This is where the Advanced Direct Response Editor Training comes in. This isn’t just another editing course; it’s a deep dive into the psychology, strategy, and art of crafting video ads that compel viewers to take action. Created by Jon Reyes, a creative entrepreneur with over 7,000 video ads under his belt, this training bridges the gap between technical editing prowess and market-driven results. Whether you’re an agency owner struggling to scale your creative team, a freelancer looking to command higher rates, or a beginner eager to learn a highly valuable and rare skill, this course promises to fundamentally change how you approach video editing. Prepare to move beyond making videos and start building revenue-generating assets.
Course Description
The Advanced Direct Response Editor Training is a comprehensive, 8-module program designed to transform any video editor into a high-performance direct response creative. The course structure is meticulously crafted to take you from the foundational principles of direct response marketing to the advanced, nitty-gritty details of editing a winning ad. Unlike generic tutorials on YouTube, this training offers a cohesive, battle-tested curriculum born from Jon Reyes’ decade of experience in building e-commerce brands and creative agencies. The teaching style is direct, no-fluff, and intensely practical, focusing on the “why” behind every technique. You won’t just learn *what* to do; you’ll understand *why* it works, enabling you to adapt and innovate for any product or market. The course is packed with frameworks, cheat sheets, and real-world examples, ensuring you can immediately apply what you learn. It’s a complete system for mastering a skill set that is in extremely high demand but short supply.
p>This training is more than a series of lessons; it’s a career accelerator. Jon Reyes has distilled years of trial and error, thousands of ad tests, and the experience of training dozens of creatives from scratch into a single, powerful program. The Advanced Direct Response Editor Training demystifies the process of creating ads that convert, breaking it down into manageable, repeatable steps. From understanding customer psychology to organizing your digital assets for maximum efficiency, every module builds upon the last to create a holistic mastery of performance creative. The inclusion of a private community and weekly live Q&A sessions ensures you’re never learning alone, providing direct access to expert guidance and a network of like-minded professionals. This is your opportunity to gain a competitive edge and become the type of editor that brands and agencies actively seek out.Ideal Student
- Agency Owners & Brand Managers: If you’re responsible for your company’s or clients’ ad performance, this course is for you. Stop wasting time and money on inconsistent creative. Use this training to build a standardized, high-performing creative system within your team, allowing you to scale results and focus on other revenue-generating tasks.
- Freelance Video Editors: Are you tired of low-paying gigs and want to level up your career? This training teaches you the skills that command premium rates. By learning to create ads that directly impact your clients’ bottom line, you transition from a “task-doer” to a strategic partner, enabling you to attract better clients and build a more profitable business.
- Aspiring & Beginner Editors: If you’re new to video editing but want to start your career on the right foot, this course is your masterclass. Instead of learning outdated or irrelevant techniques, you’ll be taught the most in-demand and valuable skill in digital advertising from day one, giving you a massive advantage in the job market.
- In-House Marketing Teams: For marketing professionals looking to bring creative production in-house, this course is the perfect playbook. It empowers your team with the exact strategies and frameworks used by top-tier agencies, reducing reliance on expensive outsourcers and giving you full control over your brand’s advertising message.
- Entrepreneurs & E-commerce Store Owners: As a founder, you wear many hats. Understanding how to create effective video ads is a superpower that can dramatically improve your ROAS and grow your business. This course gives you the foundational knowledge to either create your own winning ads or effectively manage and direct anyone you hire to do it for you.
Learning Outcomes
- Master the core principles of direct response marketing and differentiate it from ineffective branded advertising.
- Develop the mental models and creative states necessary to consistently produce high-quality work and enter a flow state on demand.
- Conduct in-depth product and customer research, including identifying customer awareness and sophistication levels, to craft hyper-relevant messages.
- Learn and implement proven video ad frameworks, hook types, and creative formats to capture attention and drive engagement.
- Execute a complete, 11-step video ad editing process from raw assets to a final, polished, and modular ad ready for testing.
Course Modules
The Advanced Direct Response Editor Training is structured into eight core modules, each designed to build upon the last, taking you from foundational knowledge to advanced execution. This curriculum is a comprehensive roadmap to mastering the art and science of direct response video editing. Below is a detailed breakdown of what you’ll learn in each module.
Module 1: Course Overview
This introductory module sets the stage for your entire journey. You’ll meet your instructor, Jon Reyes, who shares his 10+ years of hard-won experience in the direct response marketing trenches. This isn’t just a welcome video; it’s a crucial mindset reset. Jon delves into the common pitfalls and reasons why most creatives fail to level up in their careers—often getting stuck in a loop of technical skill without strategic growth. This module establishes the philosophy behind the entire course: that becoming a top-tier editor is about understanding the business of advertising, not just the software. You’ll learn what to expect from the training and how to approach each lesson with the right mindset to maximize your learning and, ultimately, your earning potential.
Key takeaways from this module include:
- An introduction to Jon Reyes and his background of producing over 7,000 video ads.
- Understanding the career-stalling mistakes that most editors make.
- Setting clear intentions and goals for your transformation through this training.
Module 2: Direct Response 101
Before you can edit a direct response ad, you must understand what direct response is. This module is your foundational crash course in the marketing principles that make this training so powerful. You’ll learn the precise definition of direct response marketing and why it’s the lifeblood of scalable online businesses. Jon breaks down the core objective: eliciting an immediate, measurable response from the viewer. The module then draws a critical distinction between traditional brand advertising (which focuses on awareness and sentiment) and direct response (which focuses on conversions and ROI). Understanding this difference is the key to creating ads that clients will pay a premium for. This knowledge fundamentally changes how you view every edit you make.
In this module, you will discover:
- What is Direct Response? A clear, concise definition with real-world examples.
- Why is Direct Response Important? Learn how it drives trackable results and scales businesses.
- Branded Advertising vs. Direct Response: A side-by-side comparison to solidify your understanding of when and why to use each approach.
Module 3: Pre-reqs to Video Editing
This module gets you set up for success by covering the essential prerequisites and responsibilities of a performance-based video editor. It goes beyond just having the right software and hardware. You’ll get a clear checklist of the tools you need to get started, ensuring you’re not wasting time on inefficient workflows. More importantly, Jon outlines the core responsibilities of a video editor in a direct response context—it’s not just about making things look good, but about serving the marketing objective. The module then introduces two powerful frameworks for your career development: the “5 Levels of a Performance Creative” and the “5 Stages of Performance Ad Creative.” These models provide a clear roadmap for your growth from a beginner to an elite creative, and for the evolution of an ad campaign from concept to a winning asset.
Lessons include:
- What you need to get started: A practical guide to software, hardware, and other essential tools.
- Responsibilities as a Video Editor: Understanding your role in the broader marketing ecosystem.
- 5 Levels of a Performance Creative: A career ladder showing you the path from junior editor to creative director.
- 5 Stages of Performance Ad Creative: A framework for understanding the lifecycle of an ad campaign.
Module 4: Mastering Mental & Creative States
Creativity isn’t just a talent; it’s a discipline. This crucial module addresses the mental and psychological side of being a high-performing editor. Jon teaches you how to cultivate the three key mental states required to produce outstanding work consistently. You’ll learn actionable techniques for entering a “flow state”—that magical zone of deep focus and productivity where your best work emerges. The module also tackles the common challenge of creative block by revealing proven strategies for finding inspiration and generating fresh ideas without just copying what others are doing. To top it off, you get seven practical, implementable tips that will immediately make you a better, faster, and more efficient editor. This module is about optimizing your most important asset: your mind.
This module covers:
- 3 States to Develop: Cultivating the mindset of a pro-level creative.
- How to enter flow state: Specific techniques to get “in the zone” and stay productive.
- Where to find inspiration: Ethical and effective ways to spark new ideas.
- 7 Tips to Become a Better Editor: Actionable advice to improve your skills starting today.
Module 5: Product & Customer Research
A great ad is not about the editor; it’s about the product and the customer. This module dives deep into the research phase, which is arguably the most important part of the creative process. You will learn how to move beyond surface-level features to uncover the core benefits and emotional drivers of a product. From there, the focus shifts to the customer. Jon teaches you his methodology for conducting thorough customer research, using reviews, forums, and social media to understand the audience’s true pain points, desires, and language. The module then introduces two advanced direct response concepts: Customer Awareness Level (how aware they are of their problem and your solution) and Customer Sophistication Level (how many times they’ve seen ads like yours). Mastering these concepts allows you to craft a message that resonates perfectly with your target audience.
Key lessons in this module:
- Product Benefit & Features: How to identify and articulate what truly matters to the customer.
- Customer Research: A step-by-step guide to finding your customer’s voice.
- Customer Awareness Level: Tailoring your message to your audience’s state of mind.
- Customer Sophistication Level: How to stand out when your audience has seen it all.
Module 6: Performance Ad Creative
With a solid foundation of research and strategy, it’s time to dive into the creative structure of an ad. This module is a masterclass in the anatomy of high-performing video ads. Jon starts by revealing the “truth” about performance ads—what really matters and what doesn’t. You’ll then learn several powerful video ad frameworks that provide a proven structure for your edits, ensuring you hit all the key psychological triggers. The module breaks down the single most important part of any ad: the hook. You’ll learn the three primary types of hooks and how to use them to grab your viewer’s attention in the first three seconds. Finally, you’ll explore seven distinct video ad types, from testimonials to demos, giving you a versatile toolkit to tackle any product or campaign.
In this module, you’ll master:
- The Truth about Performance Ads: Dispelling common myths and focusing on what works.
- Video Ad Frameworks: Plug-and-play structures for building compelling narratives.
- 3 Hook Types: The secrets to stopping the scroll and commanding attention.
- 7 Video Ad Types: A diverse library of ad formats for any marketing scenario.
Module 7: Asset Management
As a professional editor, your workflow is your business. An inefficient workflow costs you time and money. This module provides a complete system for organizing and managing your digital assets like a top-tier agency. You’ll learn how to set up a foolproof folder structure for your projects, making it effortless to find any clip, graphic, or audio file. Jon then teaches you how to build a Digital Asset Manager (DAM), a centralized library for all your reusable creative elements. This is a game-changer for speed and consistency. The training even covers how to use Drive Stream to work directly with cloud-based assets, eliminating download times and enabling seamless collaboration with teams and clients. This module is about building the professional habits that separate the amateurs from the pros.
You will learn:
- How to Organize Your Media Assets: A professional folder structure for maximum efficiency.
- How to Create a Digital Asset Manager: Building your own library of templates, graphics, and sounds.
- How to Use Drive Stream: A technical guide to editing directly from the cloud.
Module 8: Editing Video Ads That Sell
This is the capstone module where everything comes together. You will learn Jon’s complete, step-by-step video ad editing process, broken down into 11 actionable stages. From initial assembly to final polish, this is the exact workflow used to produce thousands of winning ads. You’ll discover the power of creating “modular clips”—breaking your edit into small, interchangeable chunks—which makes testing different variations incredibly fast. The module covers the entire assembly process, followed by a deep dive into the finishing touches that add polish and professionalism: adding titles, effects, color grading, and overlays that enhance the message without distracting from it. To solidify your learning, the module includes winning ad breakdowns, where Jon deconstructs successful ads piece by piece, explaining the strategic reasoning behind every edit.
This final module includes:
- Video Ad Editing Process (11 Steps): The complete A-to-Z workflow for a winning ad.
- How to Create Modular Clips: The secret to rapid testing and iteration.
- Assembling Your Timeline: Best practices for building your edit for speed and clarity.
- Adding Titles, Effects, Colors & Overlays: How to use post-production to boost conversions.
- Winning Ad Breakdowns: Real-world examples analyzed in detail.
Real-World Applications and Success Stories
The principles taught in the Advanced Direct Response Editor Training are not just theoretical; they are battle-tested in the real world every single day. Agency owners who implement this training report a dramatic improvement in team output and ad performance. By standardizing the creative process around direct response principles, they eliminate the guesswork and produce consistently high-converting ads for their clients. This leads to better client retention, higher monthly retainers, and the ability to scale the agency without the creative bottleneck. For in-house teams, it means taking control of the company’s growth engine, reducing ad spend waste, and directly contributing to the bottom line in a measurable way.
The success stories from students speak for themselves. Freelance editors like Brad and Ethan have used the training to pivot their careers, moving from low-value, generic video gigs to becoming sought-after direct response specialists who can charge premium rates. They’re no longer just “editors” but “performance creatives” who understand the business goals behind every project. Beginners who started with zero experience have used the course as a complete blueprint to land their first jobs and build a thriving career in a highly competitive field. Testimonials from students like Tracey, Dean, and Kevin highlight the course’s practical nature, with many stating they were able to apply the lessons from the very first module and see immediate improvements in their work. The Advanced Direct Response Editor Training has become a career-defining investment for hundreds of creatives.
Pricing
Access to the Advanced Direct Response Editor Training is available through two distinct pricing plans, designed to cater to different needs and budgets. Whether you’re focused solely on mastering direct response or want an all-access pass to a complete creative toolkit, there’s an option for you. Both plans provide exceptional value and come with a money-back guarantee, ensuring your investment is protected.
- All Access Membership: This is the ultimate plan for the serious creative professional. For $995 per year (which includes 2 months free), you get everything in the Direct Response Training PLUS access to all current and future courses, over 500+ Premiere Pro templates, new monthly template releases, and the ability to request custom templates and training. This is the best value for those looking to build a comprehensive skill set and resource library.
- Direct Response Training Only: For those laser-focused on mastering direct response editing, this one-time payment of $495 gives you lifetime access to the core 8-module training. You’ll still receive the private Slack community access, weekly live Q&A sessions with recordings, and all the valuable scripts and cheat sheets. It’s a powerful, standalone investment in your career.
Pros and Cons
Pros
- Expert Instructor: Taught by Jon Reyes, a seasoned professional with a proven track record of 7,000+ ads and real agency experience.
- Comprehensive Curriculum: The 8-module structure covers everything from marketing psychology to advanced editing techniques, leaving no gaps.
- Highly Practical: The training is focused on actionable frameworks and step-by-step processes, not just abstract theory.
- Valuable Bonuses: Includes weekly live Q&A sessions, a private Slack community, and ready-to-use script templates and cheat sheets.
- Career-Focused: The course is designed to provide skills that directly increase your value, earning potential, and career opportunities.
- Risk-Free Investment: Backed by a money-back guarantee, allowing you to enroll with confidence.
Cons
- Pricing Point: The cost, especially for the All-Access plan, may be a significant investment for absolute beginners or those on a tight budget.
- Specific Focus: The course is heavily focused on direct response. Editors interested in cinematic, branded, or documentary-style content may find it less relevant.
- Requires Self-Discipline: Like any online course, success depends on the student’s motivation to complete the lessons and apply the knowledge.
- Tone and Style: The direct, edgy marketing tone used in the course materials may not appeal to everyone.
- Software Agnostic: While it teaches editing principles, it is not a software-specific tutorial for Premiere Pro, Final Cut, etc.
- Information Overload: The sheer amount of high-value information can be overwhelming for students who are completely new to marketing.
FAQs
Is this course suitable for absolute beginners with no editing experience?
Yes. While some basic familiarity with editing software is helpful, the course starts with foundational principles and builds up. It’s designed to be a complete A-to-Z guide, making it perfect for beginners who want to start their career with the most valuable skills possible.
What video editing software do I need for this course?
The course teaches the principles and strategies of direct response editing, which are software-agnostic. You can use any non-linear editing software you prefer, such as Adobe Premiere Pro, Final Cut Pro, or DaVinci Resolve, to apply the techniques taught.
How long do I have access to the course materials?
For the “Direct Response Training Only” plan, you get lifetime access to the course modules. For the “All Access Membership,” you have access to everything as long as your subscription is active.
What is the difference between the All Access Membership and the Direct Response Training Only plan?
The Direct Response Training Only plan gives you lifetime access to the core 8-module course and its bonuses. The All Access Membership includes that course, plus access to all other AdsRx courses, a library of 500+ Premiere Pro templates, and new monthly releases, on a yearly subscription basis.
What if I am not satisfied with the course?
The course comes with a money-back guarantee. If you find that you’re not getting value from the training, you can request a refund, no questions asked. The only refunds typically come from individuals who are too busy to start the course.
Who is Jon Reyes and why should I learn from him?
Jon Reyes is the founder of AdsRx and EcomVids, a creative entrepreneur with 10 years of experience. He has personally produced over 7,000 video ads for hundreds of brands and has trained dozens of successful editors, scriptwriters, and videographers from scratch. His experience is both deep and broad, making him a uniquely qualified instructor.
Final Verdict
The Advanced Direct Response Editor Training is, without a doubt, one of the most comprehensive and practical courses available for video editors who want to make a real impact in the world of digital advertising. It successfully bridges the critical gap between technical editing skills and the strategic marketing knowledge that drives results. Jon Reyes’ instruction is direct, experienced, and backed by a massive volume of real-world work, which lends a credibility that is often missing from online courses. The curriculum is logically structured, taking students on a journey from foundational marketing concepts to the granular details of a professional editing workflow. The inclusion of the mental and creative state modules is a standout feature, addressing a vital but often-overlooked aspect of creative performance. While the price point may be a consideration for some, the value proposition is immense. This is not just a course; it’s a career transformation system. The skills taught are rare, in-demand, and directly translate to higher earning potential. For agency owners, it’s a blueprint for building a world-class creative team. For freelancers, it’s a ticket to the top of the market. The bonuses, especially the weekly live Q&A and the supportive community, add significant value and ensure that students have the support they need to succeed. If your goal is to stop making pretty videos and start creating profitable ads, the Advanced Direct Response Editor Training is an investment that will pay for itself many times over. It comes highly recommended for any serious video editor, marketer, or entrepreneur ready to level up.
