From Meh to Money: Your Guide to Winning Ads!

Hey there

Welcome back to the Wyde.AI roundup, where we spill the beans on all things ecommerce and ads and marketing.

Making ads that actually drive sales is a nightmare.

You spend hours tweaking copy and visuals, only for the results to be...meh. 

Meanwhile, your budget's bleeding out with every mediocre campaign.

But what if we told you there's a simple and repeatable method for cranking out an infinite stream of high-converting ads? 

No guesswork. Just ads that sell like hotcakes.

Here's the thing - a killer ad comes down to two parts:

1. Can you find the right promise?

2. Can you deliver it straight to the heart of your audience?

Part 1: It All Starts with a Promise

Best ads are not about what you want to sell. They are always about the problem your target customers want to solve or the change they want in their life or the world. 

The part1 is all about finding that core motivation of your customers and then positioning your product as the best way to achieve that goal.

There are 3 steps.

1. Find out what truly motivates them to buy
   
   Why do people buy products like yours? Make a list. For an electric car, motivations could be eco-friendliness, cost savings, or joining the tech curve early. Many times the cohorts of people that are driven by these methods tend to have very low overlap. So figuring out distinct motivations for your users is the best way to scale your ads without compromising your ROAS.

If you are selling a product targeted at females, you can go ahead and target men and position your product as something that will help his better half have an easier life (menstruation product), better health (nutrition drink etc). 

Surprisingly an edtech product for students found success by presenting it as a gift that will have positive impact and targeting the broader family (grand parents, uncle and aunty etc).

2. Find our their objections
   
   In step 1 we have found what will drive our potential customers to make the purchase. Now we need to find out what might hold them back and take care of those objections. What reservations might folks have? What might hold them back? Worries about quality, side effects, price, the works. You gotta have an answer for every nagging doubt. Use product reviews, social media comments, questions asked in forums (Reddit, Quora etc) to find the most important doubts that your customers might have.
   

3. Map product/brand benefits to motivations and objections
   
   Which features address the motivations and overcome objections? The moment you can do this, you know it: you now have an endless supply of ads. But let’s learn this with an example (well, not an example, this actually happened last September, for our client — a D2C brand that sells awesome vegan lipsticks).
   
   Their audience was all about cruelty-free beauty, but there was scepticism – could a vegan formula truly feel luxurious and deliver on those bold colours?
   
   We zeroed in on that doubt. Instead of just saying "soft," we showcased their nourishing ingredients like shea butter and created ads highlighting that "buttery-smooth" finish. 

Boom, promise crafted: "Finally, a lipstick that's both ethical AND luxurious."

But we didn't stop there. These customers craved personality! Out went the usual beige ads; in came emerald greens and midnight blues. 

The new promise? "Fearless vegan lipsticks. In emerald green and midnight blue. Dare?"

You should have seen the results!

Part 2: Communicate the promise in an irresistible way

You have an offer, but how do you make it an offer that your ICP just can’t refuse? That’s where you need smart, sharp, and stunning creative design.

These are the 3 pillars of how you deliver a conversion-crushing promise:

1. The Concept: Your Storyboard in a Nutshell

This is your storyboard and narrative approach for demo-ing value. Think of this like the angle of your ad. Is it a dramatic before/after reveal for those "wow" products? Are you showing how you crush the competition? Maybe it's that heartfelt founder's story that makes folks feel connected to the brand. The concept is the overall vibe.

Some powerful concepts:

• Before & Afters

• Us vs. Them (Against Competitors)

• Q&A Formats

• Feature Callouts

• Founder Story

• Educational Angles

• Press/Media Clippings

• Testimonials

• Product Walkthroughs

2. The Format: How It Looks and Feels 

This is how you actually tell the story. Video is still king – even simple stuff shot on your phone works wonders. But don't rule out a well-designed image if you're short on time. Animations and GIFs can be super eye-catching, and if you're targeting a younger crowd, playing with memes can be a goldmine.

Strong formats include:

• Video Ads (Portrait, 15-30 Secs)

• UGC Video Testimonials

• Animations/GIFs

• Creative Use of Memes

3. The Messaging: The Words That Make 'Em Click

This is your actual script or your ad copy. It's gotta have some punch! A hook at the start to grab them, a bit where you show you get their problem, then you gotta show off your solution (not just tell, show). Throw in some customer love (reviews work wonders), and don't forget to tell people what to do next! Craft a script that hits these must-haves:

• Attention-Grabbing Hook

• Empathy for the Problem

• Product Demonstration

• Social Proof

• Clear Call-to-Action

Note: As for the script itself, keep it simple and scannable.

Consider this example for a skincare testimonial ad:

• Concept: Before/After – perfect for showing a visible difference.

• Format: UGC-style video – a real customer talking feels genuine.

• Message: "My eczema secret weapon..." creates curiosity, then she describes the struggle with eczema in a relatable way, shows herself using the cream, then bam – clear skin reveal. Customer reviews pop up, and a clear "visit the website" message at the end.

The takeaway – make it personal, keep it visual, and don't try to say EVERYTHING in one ad. Just get them interested enough to learn more on your website!

With this method, you'll never stare at a blank screen again. You'll have killer ad ideas flowing, ready to turn those viewers into loyal customers.

Feeling a creative burst coming on? Save this article and refer back to it anytime you need a flawless ad approach.