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Happy Sunday Moementum fam.

Welcome back to another Newsletter.

If you’re reading this, I hope you’re Sunday has been exactly what you like it to be, for me its grilled steaks, tons of desserts and a nice coconut on the beach.

I'm leaving for Monaco tomorrow to watch the F1 race, and I'm really excited! Depending on how much I get done while I'm there, we might not have a newsletter next Sunday. (Fingers crossed.)

Due to many requests, today's email is a follow-up to last week's. We'll dive deeper into UGC to help you create better ads.

Without any further ado, let’s dive right in

The Winning Ad Formula

Last week we went over the process of creating ads and the marketing psychology approach behind the creation process.

The main theme was understanding your audience's behavior, and crafting compelling messages for them.

A lot of you liked that and asked for more so here it is

After analyzing our top videos and looking at the process we follow to create them I figured sharing this could benefit a lot of you. Here are some key insights and strategies that have consistently contributed to our success.

The structure of a Winning Video comes down to this:

Curiosity Hook

Without getting this right, the rest of the video doesn't matter.

Testing multiple hooks at this level is key you’d be surprised how much of a difference that can make.

The Foundation of your video ad relies on a great hook where you have a clear-cut idea of WHO you are targetting

Here are some simple insights I got going over a marketing report from one of my mentors he shared this

Same ad, same visual, different headline and through that process, the ad almost doubled in luring interest.

You get the point!

Now once you hooked somebody in, what do you do?

Tell the Story

Content varies depending on the product and customer.

The biggest mistake I’ve learned over the years is trying to squeeze too many things into one ad thinking that’s what customers need to hear..

Instead, we focus the story based on WHO we are talking to, and the majority of the time we are trying to keep things as simple as possible to ensure that our message is clear and easily understood.

This approach helps us to effectively communicate our ideas and engage our audience, regardless of their background or level of expertise.

Something like this:

• Unique selling points

• Position vs alternatives

• Answer BDQs (Buyer decision questions)

• Build anxiety around the problem

• Show/tell how to buy

• Give proof

Notice I didn’t ad the CTA because that deserves its own section.

The last and final piece

The CTA (Tell them what to do)

With the rise of TikTok, consumers have been trained to buy recommendations from other users instead of CTAs and ads from brands.

So we try to shy away from hard selling at the end of our videos

Instead, we use friendlier language like:

• "You gotta get one of these"

• "This is my new fave"

• "10/10 would buy again"

We like to treat this like a second hook to excite users to click through our ads and get to the landing page

If you’re still struggling to make ads that convert hopefully this email helps you change that.

Use your brain, break down the psychology behind your ads, and use this framework to make them better!

See you next Sunday.

Keep building, Moe-mentum is building!

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