25/06/2026
Before we write a single word of any ad, we ask three questions. Most brands skip all of them and go straight to the creative. That's usually why the creative doesn't work.
Question 1 β What does this audience already know, and what are they ready to hear?
A cold audience that's never heard of you needs a completely different message to a warm audience that's already watched your content. Writing one ad for both is why neither converts. Before we choose a hook, a format, or a tone β we decide which awareness level we're writing for.
Question 2 β Is this ad here to build trust, generate a lead, or close a sale?
Most brands ask one piece of content to do all three at once. Introduce the brand, build credibility, and get the sale β in 30 seconds. Every piece of content has one job. When it tries to do three, it does none of them well.
Question 3 β Where does this ad send them, and is that destination ready to catch them?
A great ad that leads nowhere is just an expensive piece of content. The system that catches the click is as important as the ad that generates it. A generic homepage, a link in bio, or a profile with three posts is not a destination. It's a dead end.
Three questions. Every ad. No exceptions.
Swipe through to see what each one actually looks like in practice.