Jyoti Malec - The Conversion Psychologist for DTC

Name: Jyoti Malec - The Conversion Psychologist for DTC
Address: 66 Avenue des Champs-Élysées, Paris, 75008, FR
Telephone: +33636111398

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Paris
Jyoti Malec - The Conversion Psychologist for DTC

Purpose-Driven CRO for Purpose-Led Brands

30/07/2026

The first version is a straight talking head. The picture changes about once every 6 seconds.

The second one has the same words, the same voice and the same offer at the end, but with B-roll cut in. The picture changes about every 1.5 seconds.

Watch the first one and notice where you start to drift. For most people it happens around the 8 second mark, and once the eye goes looking for something new, it usually finds the rest of the feed instead.

Nothing about the writing got better in the second version.

The only thing that changed is that there was always something new to look at while the words did their work.

That’s the whole job of B-roll. It isn’t decoration and it isn’t there to sell anything on its own. It buys you the seconds you need for the offer to land.

So go and pull up your hold rate on your last few ads.

If it falls off a cliff right after the hook, the script is probably fine. Cut 3 or 4 shots into the middle of it and run it again.

30/07/2026

8 ai video ad formats that actually work..
Which ones are you running?

29/07/2026

your best copywriter already works for you.

she left you a 3-star review a few months back and nobody on the team ever read it.

five-star reviews just tell you the product works. one-star reviews are usually somebody mad about shipping. but the three-star reviews are where someone talks themselves into buying and back out of it in public, in their own words, with the real objection sitting right there in the fourth sentence.

that fourth sentence is the one you want.

not because it's negative. because it's honest. and honest is exactly what your ad and your page are both missing right now.

so go pull your 3-star reviews this week.

mark the line where they say what almost stopped them from buying. and the line where they describe the result in their own words.

the first set is your objections. the second set is your headlines.

both already written for you. by the exact person you're trying to sell to.

21/07/2026

went through a brand’s account last week and their top ad was doing everything right. opened on the 3pm crash, the exact moment the buyer feels it, good ctr, cheap clicks.

then i clicked it myself.

page opens with a founder story. two paragraphs about a kitchen in 2019. the word “crash” doesn’t show up until you’re four sections deep.

that gap is where the money goes. not the ad, not the offer. the four seconds after the click, when the reader is deciding whether they landed in the right place. if the first screen doesn’t repeat what the ad said, they assume they clicked wrong. they don’t scroll down hunting for it.

usually this isn’t even a copy problem. the ad got written by whoever handles creative. the page got written by whoever handles the site. six months apart. nobody’s read the two of them back to back since.

the check takes ten minutes. pull your three highest spend ads, open the page each one points at, and see if the first line of the page could work as the next line of the ad. if it can’t, you found your leak.

20/07/2026

Most brands that come to me struggling with ads have ads that are working fine.

The ad stops the scroll. Makes a promise. Gets the click. You paid for that click and it landed.

Then it hits a page that opens with the founding story, or a bottle shot, or free shipping over 50.

The one thing they clicked for is somewhere further down. Nobody scrolls that far.

So they leave. And in the ad account it reads as tired creative. So you brief another round of ads.

Here’s the 30-second check before you do.

Open your best ad. Read the promise in it out loud. Then click through and look at the very first screen of the page.

Is that same promise sitting there, in words close to the ad’s?

If it isn’t, that’s what’s eating your spend.

The page should open on the exact thing the ad promised. Same words, same idea, first screen, no scrolling.

Match those two and the clicks you’re already paying for start turning into sales.

We build both halves. The ad, and the page it hands the click to.

Struggling with ads? Come join us.

17/07/2026

POV: You finally found out why your ads get clicks but zero sales.

Here it is.
Your ad is doing its job. It stops the scroll, makes a promise, gets the click. You’re paying for those clicks and they’re landing.

Then they hit a page that talks about something else.

The ad sold them on their 3pm crash. The page opens with your founding story, or a bottle shot, or a free-shipping banner. The one thing they clicked for is buried somewhere down the page, and nobody scrolls that far.

So they leave. And in your ad account it looks like a creative problem. Bad ROAS, clicks that go nowhere. So you go make more ads.

But the ad was never the problem. The page it hands the click to is.

Here’s how to check it in 30 seconds:
Open your best ad. Read the promise in it. Then click through and look at the very first thing on the page.
Is that same promise right there, in words close to the ad’s? If it’s not, you found your leak.

The page should open on the exact thing the ad promised. Same words, same idea, first screen, no scrolling. Match those two and the clicks you’re already paying for start turning into sales.

Clicks were never the problem.

What the click landed on was.

17/07/2026

supplement copy comes with a list of words you're not allowed to use.

can't say cure. can't say treat. can't say it fixes the thing, prevents it, makes it go away. on meta the list runs longer, and the penalty is a flagged account right when your spend finally starts working.
most brands hear that list and write something flat.

all "supports" and "promotes" and "may help." hedged into oblivion. no pulse anywhere in it.

then they blame the rules for the copy being boring.
I think the rules make it better. And I mean that.

when you're allowed to say "cures your bloating," you get lazy. you lean on the claim and let it do all the work. the claim is the whole ad.

take it away and you're forced to actually do the job.
you make the reader feel the problem instead of naming the fix. then you build the reason it works. the mechanism. what's happening in the body, so the reader gets there himself instead of being handed it.

and you let the customer's own words carry what the brand legally can't.

a review that says "i stopped needing my 3pm coffee" does more than any banned claim you were reaching for. it's compliant, because they said it. not you.

that's harder than "cures your bloating." it's also just better writing.
the constraint didn't flatten the copy. it forced it to be good.

a chef cooking for a kid with a nut allergy doesn't make worse food. the limit makes him find flavor in places he'd have skipped if the easy option were still on the table.

the banned words were letting you skip the work.

16/07/2026

Every brand I take on wants to point ad traffic straight at the product page.

I get why. It’s the page they’re proud of. Clean photos, the spec list, add to cart. The problem is that page was built for someone who already decided.

Cold traffic off an ad decided nothing. They don’t know the problem yet, let alone why your product is the fix. Drop them on a PDP and you’re asking for the sale before you’ve made the case. Most bounce. Then the ad takes the blame.

A listicle page does the part the PDP skips. It walks through the problem, builds the case, and hands the product page a visitor who’s already sold.

Same traffic, same product. One page prints. The other collects abandoned carts.

.

13/07/2026

The first thing I audit in creative is who the ad is actually talking to.

Not the ICP on paper. The person on the other side of the screen at 11 PM. She doesn’t know your brand, didn’t ask to see the ad, and is scrolling to distract herself from whatever the day was.

That’s the person the ad has to earn a stop from.

You earn it with a sentence that sounds like something she’s already thought. Everything else comes after.

10/07/2026

Open Meta Ad Library and pull up any wellness brand. Then the next. And the next.

You’re looking at the same ad in five different colors. Pastel bottle, beige counter, woman holding it while looking away. That’s the category default and every brand is trapped inside it.

If your ad matches the shorthand, you disappear into the pile.

Wellness is the worst offender right now. Fitness isn’t far behind. The ad that wins in either category usually looks like it wandered in from a different app.

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