Welcome back to a new issue of Nice Ads. This week we're going to be talking about
How to write great scripts that talk to your lost customers
How to make ads creative for free
The reason why your static ads are converting so well
If you run a DTC brand and you're spending over 70,000 a month on paid media and you're sick of making the same ads that never perform, then click here And let's have a chat about how my agency can help.
Protein.com
This is an ad that we made for Protein.com. The idea behind these types of creatives we've been making recently is to help build trust between the brand and the potential customer by creating something highly educational about the product that also looks great. Both of these factors play a large part in converting people in the middle of the funnel, because there's usually something holding them back from purchasing. The hope is that, with a video like this, we address those concerns.
In fact, when we write scripts for this, we often look to Reddit or Trustpilot for customers' experiences that might mention what stopped them from purchasing in the first place, or outright stopped them from purchasing. The idea is that if you build creative around this, you're going to hit a multitude of people that are also thinking the same thing. If you don't already do this with your scripts, this is by far the pathway to high-converting VSL scripts that I think everyone should be using.
And the thing is, if you write a script like this, you don't necessarily need to make it high production. In fact, you could make it UGC, see if it works, and if it does, then just switch the format and try that same script again. That's the beauty of creative testing.
If you're looking for something similar for your brand, then apply to work with us here.
ToneStepper
This is a super short video ad I saw in a swipe file this week, and it's exactly the type of ad that ends up being a high-converting one in people's ad accounts. In fact, this ad is in the top 10% by conversion rate in this ad account right now, thanks to insights from TrendTrack.
The beauty about something like this is that, often, if you already have this footage sitting around in Google Drive, you're just not using it. There are so many tools that can help you sift through footage like this that you might have sitting on Google Drive. I definitely suggest doing some research into tools like AIR and Reachcharm that help you tag raw footage, making it easier to create new ads from it, because, realistically, all this advert is is probably a piece of archive footage with some text on top.
Consistently a fantastic performing ad on accounts that we're in. You could easily throw 20 of these up a week, each targeted at a different persona, at absolutely no cost to create.
It's all about the small wins when it comes to ad creative, particularly in a world where the Meta algorithm craves creative diversity. You need to do everything you can to help you achieve that.
TLDR:
Copy-led video is a hidden creative converting in every ad account
Have you got my course?
Quick ad for myself here. I've recently released my new ad creative course, where I break down all the systems we use at Fraggell to create high-converting ad creative. We currently have a launch offer on for the next 15 days, so right now might be the perfect time to invest before the price goes up. I teach you everything from scripting to post-production. You can enrol today here.
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Protein.com
Another ad we recently made for Protein.com was this one. We decided to go very direct with the copy on this, as you can tell, because let's be honest: how many people are thinking this exact thing, and how many brands are just too scared to put it in an ad? We took the leap, and it's paying off.
When you have a really good top-of-the-funnel source, then statics can quickly become your highest-converting creative. The reason for that is that Meta naturally seems to push statics towards the bottom of the funnel. Meaning that, as long as you have a consistent source of top-of-the-funnel traffic (it could be Google, it could be organic), then those static ads are always going to have new people to target who have visited your website, checked you out, but tapped away. I like to think of static ads as the JCB of the ad account because they literally scoop up sales. Now, with how great AI is, you're never going to be shot on product images. You're just held back by how good your copywriting is.
TLDR:
Keep your copy simple and say what people are thinking
That's all for this week's Nice Ads. Appreciate you taking the time to watch. I just posted a brand new YouTube video. If you want to give it a watch, click here. Make sure that you subscribe while you are there because there's plenty more to come, and I'll see you in the next one.
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