Ok first you must understand this:

Most marketers suck at ads because they prioritize concepts and formats instead of angles.

Formats don’t sell. Angles sell.

And an angle is simply:

what’s in it for the customer.

this is a post i found on reddit about a misunderstood of the ad angles

this reddit poster thought that comparison ads are an angle but in reality they’re just a concept and that’s why:

You need to understand these two definitions:

Concept = The big idea (what you’re testing)

• Could be: Testing formats, (Us vs Them – Before & After – Problem-aware 3 – Reasons Why – AI podcast ads) testing iterations, testing awareness levels, or angles

Angle = How you choose to sell the product (must always be defined)

• If your concept is anything but “testing angle(s)” you need to identify the angle

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The biggest mistake marketers make is

They think:

• “This is an us vs them ad”
• “This is a before/after ad”
• “This is a 3 reasons why ad”

Instead of asking:

• Us vs them… compared to what?
• Before & after… of what exactly?
• 3 reasons… that actually matter to who?

The format doesn’t convert.

The content inside the format converts.

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Why the Same Concept Can Win or Fail

• One “us vs them” ad flops, and blame the ad platform, but it’s a skill issue
• Another spends $20k/day

The difference is NOT the concept.

The difference is:

• What is being compared
• What problem is highlighted
• What outcome is promised
• How relevant it is to the customer

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now let’s go to the most imprtant lesson you need to take from this video 💡 # **The 80/20 Rule Explained** Most marketers do: – **80%** on formats, concepts, aesthetics – **20%** on message and customer understanding What actually works: – **80%** understanding the customer – **20%** choosing how to communicate it

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Why “Ugly Ads” Often Win

Example: Barry Hot

• Deliberately ugly ads
• Ridiculous visuals (toilet seat on head)

Why they work:

• The angle is strong
• The message is adjusted to the target audience
• People care about what’s being said

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If you remember nothing else, remember this:

1. Angle > Concept
2. Concepts are optional
3. Angles are mandatory
4. If the angle doesn’t make sense → don’t run the ad
5. Ask: Why would the customer care?

Stop asking

“What format should I test?”

Start asking

“What do my customers actually care about?”