What's up, Marketers! This is Aazar.
This newsletter is all about giving you ad ideas to find winning ad ideas and help you scale.
This newsletter includes: Analysis of top internet ads, insights from other performance marketers, and my learnings (this issue).
Agorapulse surveyed 178 social media professionals to reveal the reasons why most content fails to earn attention gain traction.
Explore the data, patterns, and solutions required to create content that not only resonates with your audience, but contributes to your business objectives.
The hardest part of a creative strategist's job is finding the angle.
Writing the ad is too easy now with AI. But if you find the right idea, that’ll make someone stop scrolling and buy.
And you need them fast. Every week without a fresh winner means rising CAC, fatigued creative, and a media buyer asking what is next.
Most teams brainstorm in a vacuum and hope something sticks.
There is a faster way, and almost nobody uses it properly.
Reddit.
Most people skim it.
We use it to pull the exact emotion a market is feeling, then turn that into an angle.
Here is the process.
Step 1: Do your initial research
Look at your own ad account. See what is already working so you can build on it.
Look at your competitors. If five brands are saying the same thing, that lane is dead. Your job is to find what they are all missing.
Atria is great for doing in-depth research. In a few clicks, you can look at your competitors' ad angles, hooks, personas, emotions and more
Step 2: Get clear on who you are targeting
An angle only lands if it is aimed at one person at one stage.
You need to be clear on the Awareness stage (by legendary Eugene Schwartz):
Unaware
Problem-aware
Solution-aware
Product-aware
Most-aware
Meet them where they are.
Persona:
Give them a name. Get specific, like, Donna, 48, based in Canada, a woman whose doctor keeps telling her the symptoms are just stress, frustrated and had no one on her side.
Sophistication:
How many claims has this market already heard? Match your message to it.
New market: a simple promise works. "Finally feel like yourself again."
Aware market: needs a sharper promise. "Balance your hormones in 90 days."
Worn-out market: claims bounce, so you win by showing you understand them. "You were never crazy. You were dismissed."
Step 3: Sort the comments and read for emotion
Your search term is a decision, not an afterthought. Search "menopause" and you get a million generic threads and zero usable angles.
You have to go deeper.
Sit with what your persona is actually feeling, then turn that feeling into the exact phrase she would type at 2am.
The narrower and more emotional the term, the better the thread you land on.
This holds at every stage of awareness, not just the problem-aware ones.
Problem-aware people search the exact problem. "Perimenopause anxiety" or "doctor won't give me HRT" will beat the word "menopause" every time.
Solution-aware people search the category, and you still keep it specific. Go for "is HRT worth it" or "bioidentical vs synthetic," not just "HRT."
Then sort by comments and read recent threads first. The most upvoted threads are a free focus group.
Search for a specific keyword
Find specific insight with a huge number of upvotes and comments.
Find specific insight
Then sort by comments and read recent threads first. The most upvoted threads are a free focus group.
The above is an example of how to find deep insight.
Let me quickly show you how we found a winning angle.
Here’s the link to reddit thread. Its pretty long so I’m sharing a few specific parts.
We took this to find an ad angle for our client
This is some strong insight about the problem and the HRT issue (notice the anger in the rant)
Step 4: Turn one thread into many angles
One strong thread is not just one angle. It can give you a dozen ideas. From a single rant a woman wrote to the men in her life, here is one angle per type:
Self-diagnosis: "100 symptoms of perimenopause. How many do you have?"
Fear-based: "Untreated, what menopause does to your bones and heart is worse than the symptoms."
Contrarian: "Your doctor is treating you off a study that was debunked decades ago."
Comparison: "A seven minute GP visit, or a clinician who actually tests your hormones."
Story-based: "A woman wrote a raw letter to the men in her life. Thousands felt seen."
Demonstration: "This is what real hormone care looks like, next to being told to push through."
Objection-handling: "You were never crazy, lazy, or just getting older. You were dismissed."
That last one was our strongest.
The whole thread kept coming back to one feeling: nobody believes me.
So instead of another claim, we led with an apology. That became the "We're sorry" ad.
Now, let us find angles for the thread about random anxiety spikes over absolutely nothing. Use that and create an angle.
Angle 1: The 2,000 People Speech
The physical experience of peri anxiety is so specific that using the OP's exact words becomes the hook.
Another ad using the same angle
Angle 2: The Generational (Problem Aware)
The silence around peri symptoms was never malicious. It was inherited. This angle frames the brand as the place where that chain finally breaks.
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Tools worth checking out:
Atria: You're only as good an advertiser as your swipe file. Atria helps save good ads and analyze them in-depth. But the best part? Their AI helps me create concepts and scripts within seconds. Check it out for free. Most importantly, they now have built-in ad analytics to make more winning ads.
Happy Growing with Paid Social,
Aazar Shad
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