The Weekly Sharpener #103 - Creative Cuts

Hey Fam 👋,

Welcome to the Creative Cuts ⚔️ Edition of the Weekly Sharpener where you'll get ad breakdowns from some of our favorites in the game 🔥.

We're going to discuss why they work or don't with the goal that you'll have some actionable takeaways on how to improve your creatives and grow your business. 🚀

Pencil - Creative AI

Pencil allows you to scale your creative testing on paid ads by automating the creative production process. All you need are your assets, branding, and performance data then in minutes you'll have your new ads ready to go. 🚀

(15% off your first year with code: TDS15) 🎉

Partner with us 🤝

Marketing agencies, freelance creatives, e-comm experts…want access to our generous revenue share and co-marketing opportunities? Become a Pencil Partner today!

You can learn more here.

This week we are going for the jugular, one ad, no video component, just value. Tell us your thoughts!

We hope you find this valuable! Have a special treat for you at the end as well!

Fresh Clean Threads 👕

Our structure is as follows:

• Hook

• Trust

• Benefits

• CTA

• Possible Changes

Let's dive into this fun BFCM ad!

Watch the entire ad with sound on Foreplay

Hook

• a bearded man who is moving very frantically. (it captures your attention)

• FOMO = these shirts sold out 3x already"

• Website as his background with the 35% off discount

• Hammering scarcity "get yours before they sell out"

This is incredibly dense 🤌

Why I love this is in a very short period of time, you see:

• A real person

• The website + discount

• Get FOMO.

• Lean into scarcity.

Take notes 📝

Trust 

• Casting is a huge component of trust. This guy is inherently trust worthy.

• They show us multile SKU's looking good on his body and he comments on them working for him.

• They also momentarily lean into being ethically made.

Trust doesn't always have to be a trust pilot review, but it does have to feel meaningful.

This guy leaned into: ease, fit, and variety - focusing on what they meant to his life.

Can you picture yourself in one of these shirts now?

I can.

Benefits

Trust and benefits can be stacked as a tandem section.

This ad is one of those where they are separated by inextricably linked.

The benefit/trust overlaps:

• multiple sku's

• easy fit

The creator makes you feel like these products are made for you.

CTA

Has our creator in motion, showings off the benefits, aka multiple sku's

While the BFCM offer is there with animated arrows pointing down.

Possible Changes

Not much. 🤯

• The CTA didn't have shop now or grab yours - just click for details which was strangely formal given the casual nature of the rest of the ad.

• I felt like "ethically sourced" was a throwaway. Either lean in or don't mention.

• would have made the Black Friday, black on white to stand out more from the background.

Besides those three, I thought this is a very well-constructed ad.

TLDR

1) You can stack a lot into your hook to drive quick clicks or propel the viewer through the rest of the ad.

2) Trust + Benefits can be stacked to drive efficiency in an ad.

3) CTA's should be compelling + direct with language that belongs to you.

For our treat - Gil David - Founder of Run DMG has given us access to his BFCM media buying guide and it's a great, quick refresher on what you should be doing with your ad accounts from someone who is in their with their team ALL DAY.

That's it for this week's edition of The Weekly Sharpener - Creative Cuts⚔️. Let us know if there are brands you think we should be looking at. Until next time and good luck this selling season!

All my best,

Chase

PS - ICYMI 🤖 - here is our most recent episode of ADD CREATIVE 👇