Creating Ads That Convert: Positioning & Concepting

Creating An Ad Concept: Concept Dashboard

★ Ad Architect Research Centre:

https://docs.google.com/spreadsheets/d/14XUQvXjYnqcsomsmf9juLpHATkV2K
7uV2S_isaNskmE/edit?usp=sharing

Step 1: Gather Your Elements

Before we start creating the ad, ensure you have the following ready:

1. Market Research Data: Understanding your market and niche.

2. Marketing Fundamentals: Knowledge from previous modules.
3. Persona: Detailed description of your target audience.
4. Desire and Benefit: Clear understanding of your target audience's desires and
how your product benefits them.
5. Product Performance: Key performance aspects of your product.

Step 2: Concept vs. Ad Headline

Understanding the distinction between a concept headline and an ad headline is

crucial.

● Concept Headline (Hook):

○ The bold, predominant text in your ad.
○ Appears at the start of a video ad or as the main text in a static image.
 ○ Example: "Hemp is durable."

● Ad Headline:
○ The smaller headline below your copy, particularly on platforms like
Facebook.
○ Less prominent but still important for context.

Step 3: Strategize Your Concept

Now, integrate your elements into the concept dashboard:

1. Select a Persona: Choose the target audience segment you will focus on.
2. Match Benefit and Desire: Align the product benefit with the audience's
desire.
3. Name Your Concept: Use a clear, descriptive name related to the ad (e.g.,
"Hemp Durability").
4. Batch Numbers:
○ Start with 001 or 101.
○ You can add prefixes like "C" for creative, "B" for batch, or "DCT" for
Dynamic Creative Test.
○ Ensure consistency across internal and external platforms (e.g., C001).

Step 4: Define Positioning

Positioning determines how your ad will be perceived by the target audience.

1. Awareness Levels:
○ Problem Aware: Audience knows they have a problem.
 ○ Solution Aware: Audience knows solutions exist but not your specific
product.
○ Product Aware: Audience knows about your product but needs
convincing.
2. Positioning Strategy:
○ Based on the chosen persona's desire and the corresponding benefit.
○ Example: For consumers wanting long-lasting boxer briefs, the
positioning would focus on the durability of hemp fabric.

Step 5: Develop Your Ad Creative

This involves writing the copy, creating the ad headline, and designing the ad
creative (image/video).

1. Copywriting:
○ Address the desire and benefit.
○ Maintain a clear and compelling message.
2. Ad Headline:
○ Should be concise and supportive of the concept headline.
○ Example: "Experience the Durability of Hemp."
3. Ad Creative:
○ Design visuals (images or videos) that resonate with your target
audience.
○ Ensure the concept headline is prominent in your design.
Step 6: Implementation and Tracking

Once your ad concept is developed, it's time to implement and track its
performance.

1. Ad Manager Setup:
○ Transfer the ad to platforms like Facebook or TikTok using the batch
name (e.g., C001).
2. Performance Tracking:
○ Monitor the ad's performance through metrics and feedback.
○ Record details like concept, persona, desire, benefit, and positioning in
your tracking sheet.
○ Example: If ad C001 performs well, note all relevant details for future
reference.
3. Adjust and Optimize:
○ Based on performance data, refine and optimize your ad for better
results.
Ad Creation: Headline And Body

1. Choosing the Right ChatGPT Version

● Recommendation: Use GPT-4 if possible. GPT-4 offers better understanding

and contextual responses.
● Alternatives: GPT-3.5 can be used but requires more analytical thinking to
tailor responses to your specific needs.

2. Setting Up ChatGPT for Ad Creation

● Context is Key: Start by providing context to ChatGPT.

● Initial Prompt:

“You’re a legendary marketer. We're going to develop ads today but I first want
you to know the provided data below for future use. Reply with “Got it” and
nothing else.

Here’s my research data for context “[data]”

My persona desire is “[want statement]”

Product: [Product Name]
Feature: [Feature]
Main Benefit: [Benefit]
Persona data: [Persona data found in the research center]
Persona’s Market awareness level: [awareness level]”

● Action: Paste all relevant data (persona details, market awareness level,
desires, product name, features, benefits, research data).

3. Generating Attention-Grabbing Headlines

● Prompt for Headlines:

 “Give me [5] x attention-grabbing ad headlines to use as a hook for a FB ad,
less than 125 characters. Each should be different while respecting the data on
the Persona that was provided earlier. Ensure they are all [solution-aware]
headlines and keep the focus on our persona’s main desire.”

● Headline patterns:

1. [Offer information to accomplish the claim]

Example: “HERE’S HOW HEMP CAN REVOLUTIONIZE YOUR

UNDERWEAR GAME!”

2. [Tie authority into the claim]

Example: “HEMP EXPERTS REVEAL WHY IT’S THE BEST FABRIC FOR
LONG LASTING UNDERWEAR!”

3. [Before-and-after the claim]

Example: “BEFORE HEMP, UNDERWEAR WAS A DISPOSABLE ITEM.

NOW, IT’S A DURABLE INVESTMENT!”

● Evaluate Outputs: Choose the best headlines with your positioning, possibly
tweaking them for better fit.
○ Example Analysis:
■ Good Headline: "Comfort that lasts years, not months."
■ Needs Improvement: "Elevate your comfort and sustainability
game with durable hemp underwear."

4. Creating UGC (User-Generated Content) Ad Scripts

● Prompt for UGC Script:

 “Write me a UGC ad script that is less than 60 seconds long to narrate. Write it
in the first person as if you were the content creator. Make sure the tonality
and words used would be used by our main persona. Make sure the script is
tailored to a solution-aware audience. Note down the name of each scene’s
name with a term to define it (e.g. Hook) and add a scene idea below each
script's part.”

● Review and Modify: Read the script aloud to ensure it sounds natural and
aligns with your brand’s voice.

5. Developing the Body for our Image/Static and Video Ad

Image/Static Ad Example:

● Prompt for Benefits:

“Based on the data provided, write [4] short bullet points benefits for this
Desire. Not headlines.”

● Design Elements: Incorporate these benefits into your ad design, ensuring it

aligns with the client's brand colors and style.

Video Ad Example:

● Prompt for Video Script:

“Use this headline ["SWITCH TO HEMP UNDERWEAR THE BEST FABRIC FOR
DURABILITY"] as the hook (the first line), and write a 30-60 second facebook
video ad script for this desire. (Consider the persona data that was provided
earlier). No narrator, no scenes or visuals, in table format, 1 column. The market
awareness level is [solution-aware.] The ad should be structured by starting
 with [other solutions they tried and failed at].”

● Example Video Script After Retouching:

“SWITCH TO HEMP UNDERWEAR: THE BEST FABRIC FOR DURABILITY

I found out about hemp underwear last year and I’m really impressed.

These are over a year old, and they look and feel as good as the day I bought
them.

Hemp has four times the strength of cotton, and won't weaken when washed.
It's the best fabric for durability. That’s why I made the switch and never
looked back.

They're soft, breathable, and they don't ride up or chafe - even during physical
activities.
Hemp also naturally resists bacterial growth, keeping you fresh and odor-free

Hands down my favorite underwear - Check out WAMA”

Video notes:

- The positioning is solution-aware.

- Started off by introducing the solution and tied it with the desire “I want
long lasting, durable boxer briefs.”
- Used the word underwear to attract a broader audience.
- Started off talking about what’s out there and how it failed them.
- Then gets straight into the main benefit.
- Common benefits persona wants.

● Use AI Voice Over: Tools like ElevenLabs can be used for AI narration, with
post-processing to ensure quality.
6. Iterating and Optimizing Ads

● Evaluate Performance: Analyze ad performance to identify successful

elements (persona, awareness level, benefits).
● Iterate Based on Data:

Prompt for Variations:

“Create variations of the winning ad concept, maintaining the core successful

elements but introducing slight changes to test new angles.”

7. Using Ad Libraries for Inspiration

● Research Phase: Use ad libraries (e.g., Facebook Ad Library, Foreplay.co,

Magicbrief) to understand market trends and ad types.
● Adapting to Market: Choose ad types based on market research and client
history (static vs. video vs. UGC).

8. Final Review and Personalization

● Fine-Tuning: Ensure all AI-generated content is reviewed and personalized to

fit the brand's voice and target audience.
● Consistency Check: Make sure all elements (headlines, scripts, benefits) are
consistent and resonate with the intended audience.
How To Create Ad Copy And Meta Headlines

Step 1: Understand the Ad Format

Video Ads

● Shorter Copy: The main goal is to entice the viewer to watch the video.
● Purpose: Its objective is to increase curiosity and make the prospect watch the
video. In this case the video does the selling.

Photo Ads

● Longer Copy: The image piques interest, and the copy sells the click.
● Purpose: Its objective is to do the selling. The copy needs to be compelling
enough to drive the viewer to take action.

Step 2: Crafting Ad Headlines & Writing Ad Copy

Guidelines for Headlines

● Length: Keep it short, ideally between 40-50 characters.

● Focus: Ensure the headline is solution-aware and aligns with the persona’s
main desire.

Guidelines for Ad Copy

● Video Ads: Copy should be concise, under 125 characters.

● Photo Ads: Can be slightly longer to provide more detail.

Example Prompts:
 “Please write down [3] x attention-grabbing Facebook ad headlines (less than
40 characters) and [3] x body ad copy that goes above the ad (less than 125
characters). Each should be different while respecting the data on the persona
that was provided earlier. Ensure they are both solution-aware headlines and
keep the focus on our persona’s main desire.”

Example Headlines

1. Eco-friendly meets ultra-durable (40 characters)

2. Sustainable comfort, lasts longer (42 characters)
3. End underwear woes with hemp (33 characters)

Example Ad Copy Variations

1. “Tired of replacing your underwear too often? Switch to our hemp boxer
briefs.”
2. “Discover the lasting difference of hemp boxer briefs.”
3. “Say goodbye to frequent replacements with our durable hemp underwear.”

Step 3: Apply Creative Theory Principles

1. Principle of Alignment

● Description: Use an invisible grid to align text, images, and logos for visual
harmony.
● Tool: Photoshop or Canva’s ruler feature.

2. Principle of Thirds

● Description: Divide the ad space into nine equal squares, placing key
elements at the intersections for visual interest.
 ● Implementation: Position images, headlines, and CTAs along these lines.

3. Principle of Hierarchy and Contrast

● Description: Use font size, color, and placement to create a clear hierarchy of
information.
● Implementation: Ensure the headline and CTA stand out with larger fonts and
contrasting colors.

4. Principle of Negative Space

● Description: Leave blank space around key elements to avoid overwhelming

the viewer.
● Implementation: Use minimalistic design to emphasize the main message.

5. Principle of Balance

● Description: Balance elements on both sides of the ad for a stable visual

experience.
● Implementation: Ensure symmetry in the placement of text and images.

6. Color Psychology

● Description: Use colors strategically to evoke specific emotions.

● Implementation: Match colors with the desired emotional response (e.g., red
for urgency, blue for trust).

7. Storytelling

● Description: Create a narrative that shows the transformation and benefits of

the product.
● Implementation: Use before-and-after visuals or a mini-story in the text.
Step 5: Analyze and Refine

● Testing: Experiment with different approaches and track results.

● Inspiration: Analyze successful ads to identify effective design principles and
storytelling techniques.
● Continuous Improvement: Constantly refine your visual storytelling skills to
create ads that captivate and convert.
Making Ad Iteration

Key Variables for Ad Iteration

1. Hook
○ Description: The hook is the most critical part of an ad. It grabs the
audience's attention and encourages them to engage with the content.
○ Tips: Experiment with different hooks to see what resonates best. A
stronger or more compelling hook can significantly improve ad
performance.
2. Copy and Headline
○ Description: The ad copy and headline convey the primary message
and value proposition.
○ Tips: Create multiple variations of copy and headlines for the same ad
creative. This can keep the ad fresh and appealing to different audience
segments.
3. Creative Type
○ Description: The format of the ad, whether it's a photo, GIF, video, or
UGC (User-Generated Content).
○ Tips: Transform a static photo ad into a GIF or video. Use the
fundamental principles from the original ad (hook, desire, persona) to
create a new format.

Video Ad:

4. Creator
○ Description: The individual or entity presenting the ad content.
○ Tips: Change the creator for UGC videos. A different narrator or
presenter can bring a fresh perspective and potentially resonate better
with the audience.
5. Length and Pacing
○ Description: The duration and speed of the ad content delivery.
 ○ Tips: Test different lengths and pacing. For instance, a one-minute
thorough explanation can be cut down to a fast-paced 15-second video
to see which performs better.
6. Framework and Recipe
○ Description: The overall structure and sequence of the ad content.
○ Tips: Experiment with different frameworks. For example, start with a
hook and then transition into a problem before presenting a solution.
This can create a different narrative flow while maintaining the core
message.

Image Ad:

7. Inspiration and Visual Elements

○ Description: The visual style and elements used in the ad.
○ Tips: Change the inspiration behind the visual elements while keeping
the same backbone (desire, awareness level, concept). Experiment with
AI-based images, lifestyle shots, or computer-generated visuals.
8. Call To Action (CTA)
○ Description: The final prompt encouraging the audience to take a
specific action.
○ Tips: While typically tested last, experimenting with different CTAs can
still be valuable. Ensure the CTA aligns with the overall ad strategy and
messaging.