Welcome to this week's Nice Ads. In today's issue, we're going to be learning
How to tackle product dupes with your ads
A simple framework for converting out scripts
The static ad that you should make this week
I just re-launched my ad creative course. If you've been looking for a way to learn creative strategy on your own, this could be the perfect option. You can click here to find out more.
Nuvé
Let's talk about creative diversity. It's a hot topic, and so it should be, because often enough, the problems with your ad account aren't caused by creative volume but by the diversity you are actually launching into your account.
I'd argue that most brands, when you look more closely, are running the same ads over and over again, thinking they're doing something different. All you need to do is scroll through an ad library, and you'll see the same UGC videos, the same statics, over and over again, recycled day in and day out. This ad we made for Nuvé is completely different from everything else in their ad account. This came about for a couple of reasons:
Platforms like Amazon are rife with copycats of the brand's products, so we knew this was one thing we wanted to tackle in an ad creative: explain why the original is better. We thought the best way to do that was some kind of high-production VSL.
We hired an actor, and we built the set. The reason for this is trust. If an ad like this can build customers' trust in the brand, there's a much higher chance they'll convert.
The key to the script here is that we're actually building off a lot of different winners that have been in the account before. We know that showing the founder's story converts really well, so we made sure to include it right up front. After that, we just looked at what people were saying online about the dupes, and the ad pretty much wrote itself.
Often enough, the best ad copy is already written by your customers somewhere on the internet, so all you need to do is spend the time researching and finding it.
If you want something similar - Apply to work with us here.
Starstartree
This is such a good ad that I just had to break it down and share with you what a masterpiece it is in both visual advertising and the script behind it.
First of all, let's make it clear this is a TikTok shop ad, and so it's in the best interest of the creators to make this convert because otherwise they won't get paid. but it clearly did well on TikTok shop because the brand then took that and started running it on Meta. This is normally a very clear sign that it's a high-performing creative, but why?
First off, the caption at the top, "The lazy way to get abs", is going to capture anyone's attention because nobody wants to work to get a six-pack. Even if you're vaguely interested in getting in shape, the chances are this alone will stop the scroll.
Along with that is the hook. “If you've got this, slap stomach. If you've got these points to the love handles, then grab the product” This is a brilliant way to target your creative because the caption interests people who might be vaguely interested in the product. The visual and auditory hooks further target the creative at people with specific self-confidence issues in certain areas. At ten seconds in, the people watching the ad are the people that you want watching the ad.
The creator then explains why this product is great and how it works. Pretty simple, but again, I suggest that you watch this because even the way they present that is an absolute masterpiece. It's the CTA that I really want to pay attention to next. She says, "Now, the one problem with these is they're really expensive, but" This straightaway does a couple of things on a psychological level:
Anchoring - We're anchoring the price at a higher perceived value. This way, the discounted price feels like a gain rather than a cost. You're now evaluating the deal relative to the higher number, not relative to what the thing is actually worth to you.
Scarcity and urgency - "buy now" imposes a deadline. This is loss aversion in action: the fear of missing the deal feels sharper than the pleasure of the saving.
Reciprocity/concession framing — by "giving" you a deal, the seller positions it as a favour, creating a soft sense of obligation to reciprocate by buying.
This is what I mean: your script is the most important thing in your ad, because all of what we just discussed comes across as really natural, and you don't even realise that any of these techniques are in play unless you know what you're looking for.
TLDR:
A good script is never as simple as it sounds
Looking for more?
Here are 4 ways I can help you 👇
Fraggell - Looking for ads that turn scrollers into customers? My performance ad creative agency has delivered high-convert ads to brands like ALOHA, Chomps, and Nailboo… It’s worth your time to apply today to see if you're a good fit.
The Ad Creative Course - Want to learn how to make converting ad creative yourself? Join over 100 students who are already learning with the help of my course. Grab your place today.
Sponsor Nice Ads - Reach over 10,000 marketing decision-makers and fill one of our few ad spots available. Join brands like Motion, Triple Whale, and Minisocial by expressing your interest here.
CreativeOS - Create static ads in seconds with over 800 pre-tested templates for DTC brands. Become a member today and get 50% off your first month.
Poppy AI is my new go-to for ad creative — saves me hours, sparks better ideas, and just gets how I work. If you make ads, you need to try it. Click here and get $25 off any plan.
Foreplay - Improve your creative workflow. Save ads, build briefs, and more. Claim a free trial here.
Manychat
You guys often ask me for examples of B2B ad creative. Here's a great example that works for any niche. The apology static is fairly simple. You apologise for something. That is actually the reason why people choose your product. A couple of examples here to go along with the image above:
If you're a perfume brand, your apology could be for making people smell too good.
If you're a running shoe brand, then your apology could be for making shoes that are too comfortable and make running too easy.
The whole purpose of this is to hook people in with a big, bold title like the above that says "I'm sorry" or "our bad". It stops people from scrolling because they see a brand advertising an apology and instantly assume it's something bad, so they read it out of curiosity. They end up being reminded that your brand exists, then potentially heading over to your website to purchase. Remember, statics are normally given to people at the bottom of the funnel. Often enough, people are already product-aware, so this might be all that's needed to push them into a sale.
Remember, image ads are the easiest of all creatives to make, so you really have no reason not to be testing little ideas like this that could result in a life-changing ad.
TLDR:
You should always make the silly static because that could be your ticket to brand growth
That's all for this week's Nice Ads. I appreciate you taking the time to read it. I just posted a free lesson from my course on YouTube. You can watch that here and enrol on my course here.
As always, if you run a brand spending over 70k on ads a month and need help with ad creative, I'd love to have a conversation with you. You can apply to work with me here
✌️