Ad
Peterson Academy Ad — “You are the salt of the earth.”
Why it works
The ad is a short lesson: take one phrase everyone knows, show it means something else, and stop before the answer. The headline under the image, “The Opposite of What You Think”, is the hook. The creative is the course poster, a wolf carrying a lamb.
Facebook image ad · page Dr Jordan B Peterson · started 11 Aug 2026 · links to petersonacademy.com/bible
The copy, in full
"You are the salt of the earth." You've heard it a thousand times. You think it means a decent, dependable sort of person. It means something far stranger—and far more demanding. Rome paid its soldiers in salt. That's where the word salary comes from: men marched years for a mineral you now scatter without thinking. It earned that price by doing two jobs at once. Salt keeps meat from rotting. And salt makes food worth eating. Your body can't survive without it, but nobody ever craved it for survival. They craved it because bland food is a kind of slow death too. One sermon. Eight lectures. Every line. Now at Peterson Academy.