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#9: The #1 creative you need to run for lead gen

Author

Rahul Issar
July 28, 2024

Hello 👋 Marketers!

Welcome to the 154 new people who have joined this week.

In this week’s issue:

  • 🎨 Ads Breakdown:

    • How Huel frame opportunity cost in an ad?

    • Local businesses using transitions to scale their organic presence

    • 1440 scaling their ad account through this one creative

  • 🧠 Tip of the week

  • 🫵🏽 Template so you can create it yourself.

  • 🎥 Loom breakdown:

    • Breakdown 3 top performing ad concepts from clients

    • One new creative strategy process you can implement

  • 🎨 2 Additional Ad Templates

  • ✍🏽 1 Copywriting, brief writing or script writing tested example

Now let’s get to the good stuff…

Best,

Rahul

Estimated Reading Time = 5 minutes

✍🏽 Opportunity Cost

WHAT’S WORKING 🧐

  1. Price: The mention of the price immediately grabs the attention of a budget-conscious consumer.

  2. Colour: The black and white color scheme with simple typography creates a clean, modern look that's visually striking. Sometimes keeping it simple is more impactful here.

HOW TO IMPROVE? 👨‍🔧

  1. Context: It doesn't show the product in use or explain how it fits into a daily routine, which could help consumers visualize its role in their lives. Not a huge dealbreaker in my opinion as the landing page can do the remainder of the selling.

The opportunity cost of not having Huel as your next lunch is positioned much higher than making your own lunch or buying out. A great psychological trick into talking to more price conscious customers.

✍🏽 Transitions

WHAT’S WORKING 🧐

  1. Transition: Strong hook which then leads into a pitch for the SMB. Trend + Direct response marketing = higher awareness and dollars in pockets for a lot of these businesses.

Local businesses are blowing up through the use of transitions and not enough online businesses are leveraging this is as an ad concept.

I’d love to see more brands leverage this organic strategy on paid ads and see what the CVR is from there.

✍🏽 Sea Of Text

WHAT’S WORKING 🧐

  1. Story-telling: This particular creative gives you the chance to write some creative story telling about your brand. 1440 have done just that.

HOW TO IMPROVE? 👨‍🔧

  1. Iteration: One way you can iterate on this as a business is featuring different backgrounds with the same text. Meta automatically considers it as a new asset in the ad account and it’s something we’ve tested at scale and seen major success.

This creative style crushes for a lot of my lead gen clients. For some reason a wall of text followed by an offer or CTA has a very high impact on the conversion rate (email signups).

Test this with variety and scale and let me know if it works for ya’ll!

🧠 Tip Of The Week

Customers featured in your ads? Want more volume?

Here’s how I go about getting more content from our customers for brands I work with:

🤔 Feedback

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  • 🎥 Loom breakdown:

    • One new creative strategy process you can implement

    • Breakdown 3 top performing ads from clients

  • 🎨 2 Additional Ad Templates

  • ✍🏽 1 Copywriting, Video script, or Hook Template

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