Why I Stopped My 2 AM Scrolling Because of an Ad

This week, YOU, , are joining 1000+ people who’ll get this 4th edition with a new style.

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.

The first edition has turned out to be pretty exciting.

Let’s get going!👇🏻

Let me say something you haven't heard before:

The best ad hooks that convert cold traffic at scale have nothing to do with the product.

They have everything to do with emotional triggers and outcomes.

Let me tell you what I mean...

I was hit in the face with an ad for this new AI app called Voicenotes. Their hook wasn't "Try our AI productivity tool" or "Revolutionary note-taking software." 

Instead, it was pure workplace drama: "My girlfriend's colleagues think she's sleeping with the CEO, but she's just using this"

Here's the ad.

Genius? Absolutely.

Here's why it worked so well on me...

That I literally stopped my usual 2AM Instagram scrolling and started researching this brand instead:

First, it breaks the pattern. You're scrolling through your feed, half-asleep and then BAM—office affair drama hits your eyeballs. My brain couldn't ignore it and that made me watch the ad until the very end.

Second, it triggers immediate emotion. The hook taps into workplace anxiety, social status, and relationship drama all at once. 

Everyone who's ever worked in an office has felt insecure about their standing with the boss. This hook makes you think "Wait, what secret does she know that I don't?" It's pure FOMO wrapped in intrigue.

Third, it's filmed ugly. This isn't your billion dollar SaaS launch. Instead, it's just insider information from a girlie who works from home and used to be stuck in meetings all day.

And before you think it's just one ad I'm obsessing over, let me show you some other great ones from this account:

Hook 1: "My boss is obsessed with me because I take the best notes but I don't really take the notes"

Hook 2: “I just went from £30k per year to ​​£45k per year with this hack”

Hook 3: "Client says, didn't we agree on next Friday? Now you're scrambling."

Hook 4: "Babe groceries! My wife gives me the grocery list at the most random time"

Hook 5: “Waking up late for work”

Pause, before you go ahead. Take a couple of minutes and go through every ad at least once.

Takeaway

You'll notice how detached the hook is from the actual product—that's the key when targeting unaware audiences.

They don't even know a problem exists so the best way to grab their attention is to effortlessly squeeze your product into their lifestyle.

Your hook needs to sound like something they'd whisper to their best friend over coffee, not something they'd read in a product manual. 

Drama beats features every single time because drama makes them feel something, and feelings drive decisions.

Now You Do It

Ask yourself: How can I detach my product from the hook and still make it interesting. If that’s too much brain gymnastics for now, try these…

Here are 10 hooks you can try for your next ad targeted towards unaware audiences/cold traffic:

1. The Social Status Secret

People think I'm [impressive assumption about you], but I'm just [doing this simple thing]

2. The Workplace Power Play

How I got my [authority figure] to [positive action toward me]

3. The Time Magic Formula

I found [extra time/energy] in my day without [expected sacrifice]

4. The Effortless Transformation

[Desired outcome] happened to me and I barely [did anything]

5. The Conspiracy Revelation

Everyone thinks [common belief], but here's what actually [truth]

6. The Relationship Upgrade

My [relationship] changed completely after I [simple action]

7. The Comparison Trap

While everyone else [struggles with common problem], I [enjoy opposite outcome]

8. The Morning Victory

I wake up [positive feeling] instead of [negative feeling] because of this

9. The Secret Advantage

I have an unfair advantage that [target group] doesn't know about

10. The Unexpected Side Effect

I started [doing something] and accidentally [got amazing result]

That’s it for today!

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

Hit reply & let me know your thoughts, !

P.S. Don’t forget to tell me your favourite thing about this newsletter. I’m collecting responses to build the next thing in this space.

Cheers!

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