6 Ads Frameworks That Entertain AND Sell

What's up, Marketers! This is Aazar.

This newsletter is about leveling up your paid growth marketing skills by analyzing the best brands' paid strategy, tactics, positioning, and value props.

This newsletter is divided into:

• Sharing what I've learned

• Sometimes sharing some other performance marketers’ lessons with you

• And I analyze & compare the best ads on the internet (this issue)

I Helped This Client Reduce Their CAC by 61% 

A client of mine reduced their CAC by 61%, from $210 to $90.

We focused on proper diagnosis, strategy, and creative testing.

Many brands run attractive ads that lack emotional appeal, have disorganized campaigns, and use scattered targeting, which is why their CAC remains high.

In this video, I’ll walk you through the exact playbook we used: research → diagnosis → testing → scale. Plus, I’ll share a type of creative test nobody talks about.

I’ll also show you the ads that actually worked (they weren’t even that “pretty”).

[Get The Breakdown Here]

People don’t open social media hoping to buy.
They open it to laugh. To scroll. To be entertained.

And that’s exactly why most ads fail.
They push to sell when the audience isn’t even in buying mode.

Here’s the hack:
If you can entertain and sell at the same time, you’re unstoppable.

Because now you’re not fighting for attention, you’re holding it.

You’re not just running an ad.

You’re running a piece of content people actually want to watch… that also persuades them to buy.

So today, I’m gonna talk about how to do that.

These frameworks let you entertain first, while sneaking in conversion at the same time.

6 Frameworks You Can Steal

Framework#1: The Retake Ladder

Why it works

• Instant pattern break.

• Shows real skill while “forgetting” pieces on purpose.

• Each retake adds value, so momentum builds.

• Feels human. You root for the final cut.

How to reuse this framework

1. Start with urgency. Drop the core promise in one line.

2. “Oops, we missed X.” Retake. Add X.

3. “Also forgot Y.” Retake. Add Y.

4. Stack 2–3 retakes max, then land the clean pitch.

5. End with both characters finishing the CTA together.

Pitfalls to avoid

• Don’t repeat the same benefit. Each retake must add something new.

• Keep cuts tight and at a fast pace. If it drags, it dies.

Framework#2: The Sensory Guess-Off

Why it works

• Triggers smell/taste imagination.

• Persona flips (“moms be like”) boost shareability.

• Easy to scale across SKUs and flavors.

How to reuse this framework

1. Open elegant. “Guess the scent/flavor.”

2. Rapid persona swaps. 4–6 quick guesses.

3. Final reveal with a micro-reaction of satisfaction.

4. On-screen line that invites the viewer’s senses

Pitfalls to avoid

• Don’t over-explain. Let it play smooth.

• Cap the guesses. Too many = scroll.

This perfect for someone who has multiple products.

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Framework#3: The Metaphor Swap

Why it works

• Humor lowers defenses.

• Metaphor makes the pain vivid and sticky.

• Product sits in-frame and absorbs the story.

How to reuse this framework

1. Pick a familiar object (car, phone, laptop).

2. Describe the problem as if it’s that object’s “features.”

3. Keep the tone warm, not mean.

4. Land on a light, affectionate line + soft CTA.

Pitfalls to avoid

• Don’t punch down. Punch the problem.

• One metaphor per ad. Mixing confuses.

Framework#4: The Hotline Hero

Why it works

• Relatable chaos, handled with kindness and humor.

• Teaches while entertaining → trust increases.

• Viewers feel seen before you introduce the solution.

How to reuse this framework

1. Choose a real crisis moment your buyer knows.

2. Play the calm agent. One-take energy.

3. Name the symptoms/problems. Label them simply.

4. Give 1–2 immediate relief steps.

5. Then offer your product as the ongoing fix.

Pitfalls to avoid

• Accuracy matters. Don’t wing serious topics.

• Keep it compassionate. No cheap laughs at the user’s expense.

Framework#5: The POV Twist Landing

Why it works

• Adrenaline rush and shocking hook.

• A teachable fact sets credibility, then immediately changes the subject later

• Twist flips danger into delight → memorable punchline.

How to reuse this framework

1. Start in motion (POV fall/sprint/spill/chase).

2. Drop one counterintuitive fact.

3. Hard-cut to your product as the “safe landing.”

4. Button it with a playful one-liner. Logo, out.

Pitfalls to avoid

• Keep it tasteful. An innuendo can backfire.

• Don’t skip the fact (or something serious), without it, the twist feels cheap.

Framework#6: The SNAPCHAT text overlay hook

Why it works

• Raw opener (“What the fuck?”) stops the scroll.

• Native text overlay(“what is bro doing😂”) hooks curiosity.

• Seamless transitions pull you in before you notice.

• Quick proof makes it instantly believable.

How to reuse this framework

1. Open with a shock like handheld shot through a door crack

2. Overlay a casual, native caption that matches platform slang.

3. Transition smoothly into product or pitch.

4. Drop quick proof/results to back it up.

5. End with a simple, community-style CTA.

Pitfalls to avoid

• Don’t polish the first three seconds. Keep it messy.

• Avoid corporate captions. Use platform slang lightly.

Quick Run Down of the Frameworks

• Retake Ladder → Retakes stack missing benefits until the final pitch lands.

• Sensory Guess-Off → Personas + wrong guesses. Sensory reveal does the selling.

• Metaphor Swap → Roast the problem as if it’s a car/phone/laptop. Product absorbs story.

• Hotline Hero → Hotline agent names symptoms, gives quick fixes, then offers the product.

• POV Twist Landing → High-stakes POV → surprising soft landing with your brand.

• Shock-to-Seamless Hook → Raw opener + native caption → smooth transition → quick proof → simple CTA.

Key Takeaways

• Entertain first, then sell. That’s the order that works.

• One big idea per ad. Stack beats, not features.

• Native > polished, especially in the first 3 seconds.

• Make people feel something before you explain anything.

• Keep endings clean and short. A quick CTA is enough.

Happy Growing with Paid Social,

Aazar Shad

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