Radu

seedance - 1 google - 0

double hooks crush formats you can test: - ugc hook to native podcast clip (filming laptop / tv etc) - podcast clip to google image search (‘jamie can you pull that up?’) - voiceover over b roll to cutting into the exact clip being referenced - reaction face cam to playing the original clip that caused it, foreshadowing - interview style question to cutting to real world example footage - snapchat / tv / laptop hook that switches to ugc or podcast OR whatever you want the good thing with AI is that you can bake the belief shift into a familiar format WITHIN a familiar format for your audience 🤯 the REAL good thing is that you can continue the ad script itself throughout each clip, every layer moves them forward if they trust other women’s stories then the UGC is a woman just like them if they also trust spokesperson then put that in the ad too. take them through a mini hero’s journey ‘oh that’s the clip she was talking about, makes sense’ hookception

let's see your hook rate

the gender split on creative is real here’s how the actual mechanics work: men buy on desire first, then justify the decision after. women justify first, then decide. and the real risk for a woman has nothing to do with whether the product works. the real risk is what buying it means for who she thinks she is and how she thinks others see her. what does she lose if she buys this? who does she become once her friend sees what she’s using on her skin? what must she admit about herself if she orders three months worth? the problem is if you don’t know that’s why it worked, you’ll run the same split on a different brand, still build the wrong architecture for each side, and the lift disappears inside a month

growing up my mum used to read peter rabbit to me. she loved it. i loved it because she loved it. i'm working on an ad right now for a cookbook, the audience is women 50+ and i'm sitting here thinking... how do i get her to actually stop and watch? but not just watch, feel safe enough to stay. before someone reads your copy, before they even process your hook, their brain has already decided whether the environment feels safe. it's why you feel uneasy in some places and completely at home in your grandma's kitchen. that feeling exists in ads too. most people just never design for it. these women grew up pre pixar and pre CGI. everything they loved as kids was hand drawn and hand painted. little golden books, charlotte's web, little house on the prairie... warm painted illustrations in every book on their shelf. so we animated the entire ad in that style. like a storybook their mum used to read them. and the reason is because the second she sees it in her feed, something in her brain goes "i know this. this is safe, i'll stay." and once she stays, the script does the work. the style is the hook, the nostalgia is the trust, you're inviting her into something she already loves. most people optimise the copy or offer or the headline. almost nobody optimises the feeling, and the feeling is everything.

Tele health / low t / ed ads… most the creatives I’ve seen show the problem well. some slap outrageous claims on and burn through an ad account a week. fair game, but tiring. most brands I’ve watched talk about their offers well. good prices. but there’s more emotion that can be tapped into that will allow you to build much higher intent for your customers to go and take your health assessments and consider your brand as the only option. a podcast clip is a great way to do that. take a look at this lighthearted convo between two bros recognising the sequence in each other. his wife told him: ‘You’re not the same person I married’ this line is from a real story I sourced on a real forum talking about real men’s health problems every guy has heard this line all over the globe it’s relatable it’s the stuff they will laugh about with their friends but when they’re alone, anonymous online, or with their partner and they can’t get it up, or feel as strong and energetic as they used to this will hit hard and it does one thing only, it activates the awareness of this man it starts the mental journey of the reality of his situation now the next ad he hits could be educational from the founder and or doctor and he’ll listen in, talking about the unique mechanism of the problem the one after that could be a UGC style confession from someone’s wife saying something like: “I don’t know when it started exactly. Maybe two years ago? He just… stopped being in the room. Like, he’d be sitting right there on the couch, but he wasn’t there.” each touch point builds massive intent so when theyre weighing up the choices they will remember how you made them feel pair that with an undeniable offer and it’s game time

Viral trend TOF to bring awareness to your products without directly mentioning them. This > listicle or advertorial = chefs kiss. AIGC doesn’t always have to be talking head.