This is What My Client Said About My Ad Scripts

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I’m trying to turn this into a newsletter that’s more example-led with insights ranging from marketing and advertising to copywriting, messaging and positioning.

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You see this image below? This is a message from my client. He launched a new set of 5 long-form video script ads that I wrote.

The ads have been running for more than 5 days now and the initial traction is good. A lot goes into an ad so I’m not gonna take the whole credit.

I saw the final edits and the visual hooks my client used (guided by me) made the final ad into an absolute banger.

I cannot show it to you because of an NDA but here’s my hypothesis: The ad is doing well because of one particular element. And yes, I’m about to give you a cliche answer for what that element is and you might also have guessed it.

It’s the hook.

No surprises, right!?

But wait, let me explain further…

Here’s the hook I used for one of the ads: “My daughter hates me for not letting her go to sleepovers. 

But the real reason will shock you...”

Take a wild guess and tell me, what do you think the product is?

Keep thinking…

Does anything specific come to mind? No? Good.

Because that was the purpose. To make it feel like infotainment content that a parent would want to watch because that’s my TAM (total addressable market)

And this hook is from the unaware category so I’m okay if you keep guessing because my plan is to keep making you watch further.

But since you obviously cannot watch a video natively inside a newsletter in 2025 (hello AI, can we have some innovation here too), let me tell you something…

I wrote this hook for a bedwetting alarm. Yes.

Breathe and let that sink in.

And it’s not a random sensationalized hook to grab attention. I got that data while going over a few parenting subreddits where parents discussed how leaving their kids overnight to someone else’s slumber party is a nightmare.

So trust me when I say this: It’s data backed.

But did you notice something?The art of an unaware hook lies in how detached it is from the product.

Don’t get me wrong. You can write a good hook mentioning the problem, product or the solution…

But this is the best way to cast a wide net and let in as many members of your TAM as you can.

So if you want to write a good unaware hook or headline, just along these lines:

1. How can I talk about a relatable situation?

2. What’s a premise my ICP finds themselves in that they don’t relate to a problem yet?

3. What can I say so that my hook feels like infotainment content, not an ad?

Ponder on these for your next round of ads.

Meanwhile, I’ll share 3 static ads that I found on Meta this week that had unaware-style hooks to attract a large number of people…

1. Blank

Blank’s ad is nothing fancy but it made me stop the scroll.

Why? Because of that headline. It's not about any benefit, feature or USP but just style.

It targets your desire to stand out and be seen as someone different.

Compliments on your sunglasses isn’t something you expect but if a brand can make it happen, why not?

That way it goes from a sunglasses brand to a unique accessory brand that’ll get you compliments and that’s the market with scale potential.

2. Manscaped

Manscaped isn’t subtle with their messaging and that’s by design.

But the humour based tone of voice helps because they can take a simple visual metaphor and turn it into an ad that actually makes people smile...

But notice, the looking and feeling smooth market is much much bigger than the shave my balls market and that’s why it hits harder.

3. Tasty Gains

The market is flooded with Creatine Gummies but this messaging is rare.

Summer Body Year Round is not a USP or a feature. It’s an emotional trigger to a desire that a lot of people have.

Plus, Tasty Gains has paired it with a visual that will stand out in your feed, year round.

That’s it for today!

What do you think about big market hooks and today’s newsletter?

Hit reply & let me know your thoughts, !

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