How to create ads that don't suck.
If you’re running a small business or freelancing, you need ads.
The problem is, knowing where to start.
What content do you even make? How much effort should you pour in?
Forget the funnels for now. Forget the fancy landing pages.
Let’s zero in on what really matters: your creatives.
Start With Value
Here’s the secret sauce: value first, sales second. Make your audience’s life better before you even think about asking them to buy. Value is the foundation of trust, and trust is what drives sales. But how do you create value? It’s simple:
- Educate. Teach them something they didn’t know.
- Entertain. Make them laugh, smile, or feel something.
- Connect. Build a human relationship between your brand and your audience.
Value Pillar 1: Education
You’re an expert at something, right? Share it.
Educational content is powerful because it solves problems before people even buy from you. Here’s how you can do it:
A: Agitation Content
Talk about the problem your audience is facing. Agitate it. Dive into what they’re struggling with, and then, like a hero, show them the solution (hint: it’s you).
This doesn’t need to be a Hollywood production. Grab your phone, hit record, and speak to the camera. Show them you get it.
B: How-To Content
Demo your product. Share quick tips. Break down mistakes. Tutorials work wonders because they’re practical and actionable.
C: Case Studies
People love seeing success stories. Walk them through how you’ve helped others.
Value Pillar 2: Entertainment
You don’t need to be MrBeast. Relax. But you do need to show some personality.
A: Pull Back the Curtain
People love seeing the humans behind the brand. Show your warehouse, your packing process, or even the chaos of running your business. It’s raw, authentic, and builds instant trust.
B: Memes and Relatable Humor
Memes are great for connecting with your audience, but they’re tricky. Know your demographic. Humor that lands with one group can flop with another.
Value Pillar 3: Connection
People buy from brands they trust, and trust comes from connection.
A: Testimonials
Highlight past successes. Let your happy customers do the talking. Seeing someone else’s transformation makes prospects think, That could be me.
B: User-Generated Content (UGC)
This is the content type of the moment. UGC is raw, real, and resonates like nothing else. Think unpolished videos shot on a phone.
Why does it work? Because it doesn’t feel like an ad—it feels like a recommendation from a friend.
Cheat Sheet: 101 Hooks Template
By the way, if you’re struggling with the hook, I’ve got you. I’ve created a cheat sheet with 101 hooks you can plug into your ads right now.
