The Weekly Sharpener #93 - Creative Cuts

Hey Fam 👋,

Welcome to the Creative Cuts Edition of the Weekly Sharpener where you'll get three of our favorite ads 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. 🚀

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This week we have a co-pilot, Barry Hott (Growth Advisor), and he challenges everything we believe, especially whether ads that are pretty can convert. 🥵

You can either check out the full episode below if you want to spend some time really digging into creative with us or read the TLDL below!

Also in this episode, we go through the landing pages that the ads lead to, and breakdown that experience, so we can figure how to convert more customers! Be sure to check it out 👇

hims 💊

Hook ->This one isn't particularly strong - it's a text popping up on the screen, when you're in a social app, seeing a text pop into your feed doesn't feel unique, it feels out of place.

Trust-> Maybe the brand believes that the conversational style of the ad helps drive trust. The CTA page where we are promised our money

Benefits-> They focus on convenience and cost since some might find ED a taboo subject to be openly texting your friend about (note: I am not saying that).

CTA's-> Money back guarantee + pushing you to take a quiz. I like this - making sure the customer knows you have there back is SO important. Also leading to a quiz let's them know you are planning to tailor their experience to them even more, which is a good leading indicator for trust.

What I would change:

• Change the language to not feel so clunky

• Show a real text exchange on an iphone screen

• I would have one of the texts show an image of the delivery

Vertical Garden 🪴

1Hook-> Love how this leans into how this product is the hook. If your product is THIS interesting, lean in and use it, don't overcomplicate this. Trust-> Not much here. Benefits-> You see it in the product but no real call-outs except in the last frames saying "furniture that feeds you". CTA's-> NoneWhat I would change:

• On the landing page there are a few things that we can add as angeles that the ad can take while using the product as an anchor:Be your own farmerGarden year roundNo green thumb required

• I would have a strong CTA "Start your garden today".

• Also would love to see an ad that has a user talking about the benefits they received from using the product.

skims 🔥

1Hook-> No real hook here, each scene is the same style. Trust-> Trust here is predicated on the brand. Not sure I love leaning completely on the brand to drive trust. Feel like we could easily use a review of the versatility of the product. 👇

Benefits-> Versatility is the benefit, showing how many ways you can wear the outfit. I would have liked to see different women in each scene, so it is versatile beyond outfits.

CTA's-> No CTA's in the ad except for the logo. Where the brand is expecting you to

What I would change:

• Different women in each scene to really highlight the versatility

• Add a review or two to highlight the trust

• Add some benefits (from the site): Our supportive, curve-enhancing shapewear essentials smooth, sculpt, and never flatten 

• Add a CTA that is specific to the value props so it feels unique to the prospect

Want to see those ads in all of their glory, sound, and all? Check out the full ads on Ad Library here.

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!

All my best,

Chase

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