Why "three reasons why" ads always work

Welcome back to Nice Ads, the newsletter that breaks down the creator strategy behind some of your favourite brands.

This week we're going to be learning:

• How spokesperson creatives are made

• The psychology behind direct response ad creative

• How Lume leverages founder ads

Quick reminder, if you're a brand spending over 100k on paid media, you might need some help making your creative convert. Click here to see if you qualify to work with my agency, Fraggell, and we can help lower your CPA by 30%.

Vibe

👉 Watch in full here

This is a video we made last year for one of our tech clients called Vibe. The idea of all the videos that we make for this brand is to introduce people to the product and show them how valuable it could be in their business.

This is a high-ticket product, and so almost all the adverts that we create for them are high production. This spokesperson video was no different. It was shot in our studio and you can even see a little cameo from myself.

We wanted to create something that was straightforward, laying out all the benefits of the Vibe board over other methods, such as projectors and paperwork. Spokesperson creatives like this can be effective, but your script needs to be very solid, and you often require interesting visuals to keep people engaged.

I usually say that for every two or three sentences, you need some kind of visual on screen to keep people hooked; otherwise, people get bored and switch off.

I think one of the coolest shots is the final call to action where we zoom out from the board to reveal that we were watching a video on the Vibe board the whole time.

Again, we need to try everything we can do to keep people watching all the way to the end.

At Fraggell, we make videos of this quality, down to lo-fi UGC videos. Whatever the ad account needs is what we will create, and if this sounds like the type of agency you want to work with - Apply to work with us here.

Visage Vogue

👉 Watch in full here

I actually saw this a couple of weeks ago and completely forgot about it until now.

It's a pretty simple ad creative and was probably made with a bunch of archive footage the brand had sitting around. But that's the beauty of it. The ‘three reasons why’ creative is an oldie but a goodie - they always produce great results. It's easy to consume and helps you quickly point out why your product is better than the competitor's.

“Three reasons why this bikini keeps selling out” is a fantastic hook. It combines product and social proof with FOMO, a great mix of sales psychology principles. It makes you want the bikini before you've even figured out why you want it.

(By the way, if you want to learn more about sales psychology, my new YouTube video teaches you all the basics. Watch it here)

The video then goes onto list the core USP's of the bikini demonstrated by models and creators that look very aspirational for the target customer. The idea of any casting is to either represent the person that your customer is or who they want to be. That's what makes people buy.

Ads like this are the lifeblood of direct response advertising. Great visuals, great copy, and an offer that you'd be silly to refuse.

TLDR:

• The people you include in your videos are more important than you think

• Sales psychology can be very powerful

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.

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Lume

👉 Watch in full here

We've been talking quite a lot about founder ads and how powerful they are, and I think this video is a brilliant example of how low-effort founder ads can be to be successful.

This video features the founder speaking directly to the camera about why they created the product and what makes it so effective. She goes into great detail about the scientific research that went into developing the product, explaining why it is more effective at eliminating odour all over the body than just soap.

This is the type of information that customers need and want before making a purchase. And if the founder can give them that information directly, there's no better source.

Especially when that founder is an expert in a particular field, like being a doctor or an athlete. For example, the way Lume have decided to add an extra layer of trust is by whitelisting the ad from the founder’s page, where you can see her MD qualification.

I'm not saying that you need to be a scientist or a doctor to make founder ads that convert. However, you must be compelling in your message and genuinely passionate about your cause.

TLDR:

• Whitelist your founder ads from their personal Instagram page

• Make sure your founders are genuine when speaking to the camera

That's all for this week's Nice Ads. Thanks so much for reading and subscribing. If you think someone on your team might benefit from this newsletter, feel free to forward it to them.

Quick reminder that you can watch my newest YouTube video here, and I'll see you next week.

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