Creative Guide
The guide will consist of several parts:
Here, we’ll explore why some creatives perform well while others don’t.
When you understand and feel this section down to your fingertips, you’ll know how to avoid wasting your budget on things that won’t work. You’ll understand how to IMMEDIATELY create creatives that will work. As a result, you’ll spend less time working and be able to increase the value of your hour.
In this section, I’ll share my creative formats that have been breaking banner blindness in every niche for the past 3 years and still work like clockwork.
As a result of this block, you’ll know which formats to use, without wasting tons of time searching for inspiration on Pinterest, in your feed, or through spy services. I’ll let you in on a secret—I don’t even analyze competitors. Why start off in a position of catching up when you can run where there are no competitors?)) In classic marketing, this is called the “blue ocean strategy.”
We’ll break down why creatives can turn out to be eye-watering, awful... and how to avoid that.
This section is really important because it’s the foundation of sales.
PART 1. Introduction.
Since childhood, I’ve been looking for cheats and life hacks. I’ve been looking for the simplest path. I’ve been looking for ways to cheat the system, hack the universe… And here, I have two pieces of news for you:
- A cheat is understanding how any system works. And studying and “feeling out” its structure takes a lot of time. Sometimes, even too much—often the “shortest path” is simply obeying the system. It’s faster and more effective to follow someone else’s ready-made solutions.
- In the “system” of creatives, I found these solutions, and I’m ready to share them with you.
Let’s go. First, what is a creative?
PLEASE, this block is crucial.
A creative is what the eyes see. Sometimes it’s also what the ears hear, if it’s a video/audio. Somehow, what the user sees/hears “forces” them to take a targeted action. The brain processes this information, and as a result, it says “Okay, this interests me. I’ll subscribe.”
So, what “forces” the brain to decide to subscribe or apply? MEANINGS. Pictures, sounds, videos, text—these are our tools for conveying meaning. Studying HOW the human brain works, what sounds/texts/pictures the brain reacts to in the right way—this is time-consuming and tedious. And most likely, practically impossible, because each person will react differently, and all this chaos would need to be systematized.
That’s why there’s a simple solution: picture + text.
What kind of pictures are needed? Well, we could discuss this for a long time, but the main thing is that they should break through banner blindness. While all our competitors will try to make beautiful pictures, we will grab attention with “roughness” and “eye-popping” designs.
BUT DON’T PANIC! Creatives can be simple but still appealing.
After the user has held their attention on the creative for a split second, we’ll have a few moments to convey the necessary meanings. We’ll do this through copywriting—that is, with text.
Simplicity, simplicity, simplicity… I love it. Here, I’m attaching the formats I use most often, without unnecessary words. Don’t pay attention to the text just yet.
The goal of this block is to show the formats themselves and how they look. Yes, they’re so simple it’s almost embarrassing.
All the magic lies in the text.
Format 1: Solid background + text + associative hint (optional)
Perfect for services.
Assembles in the Instagram editor in 2 minutes.
Why does it work? It’s too simple, too native. So bad, it’s actually good.
Format 2: Screen recording from notes. Honestly, I’m not sure if there’s something like this on Android, but I’m sure you can find it. Worst case, you can create a similar text animation in CapCut.
Why does it work? First, it’s unusual. Second, it’s mesmerizing.
Format 3: Screenshots from the Instagram editor, stitched together in a video editor + dynamic music. This one is a bit more complex, but don’t worry—usually, even just pictures with text are more than enough.
Format 4: Product-based—same Instagram editor, but instead of a solid white background, we use a product photo as the background.
Here’s the translation for the next part:
Format 5: Ask the client to shoot a video of the product + overlay text.
Transitions, text animations, and other fancy effects—completely up to your preference, mood, and inspiration. And even without all of that, the creative will work perfectly because the main thing is the meaning.
IMPORTANT
I’m not encouraging you to use only these formats. The goal of this guide is to convey the magic of text through simple visuals.
If you’re a creative person who values aesthetics, you’ll be able to enhance these creatives with cooler visuals and really skyrocket your results))
BUT! Unfortunately, even with a designer, if you don’t understand what meanings to convey, your creative will suck, sorry.
Yes, after seeing the creatives, my advice on visuals might seem strange...
But don’t worry, sometimes eye-popping designs can be used intentionally)) The goal of this block is to learn how to control this and, if desired, make it beautiful, or, if desired, make it ugly.
The trick lies in the colors and their combinations. That’s why it’s easy to make minimalist yet appealing creatives) Because there are fewer colors, it’s easier to track which ones catch the eye, which ones go well together, and which ones don’t. Here, we turn to a tool called the Itten Color Wheel. You can definitely feel this intuitively, but if you’re unsure—here’s the tool itself.
The lines mark the complementary colors. I usually only use the third scheme, as it’s easier for me to work with two contrasting colors.
In this scheme, the complementary colors are placed opposite each other.
If you’re interested in combining 3 or more colors, I think the other schemes will help you too)) On them, the complementary colors are marked with shapes.
This is just the most clickbait mashup, pure meat, pure fat, pure essence...
Unfortunately, I can’t teach you the art of copywriting in just one block—if you need that, you can always book a consultation with me.
I won’t give you the skill, but there’s something better... The picture of the skill, get it?
https://docs.google.com/document/d/19FglDjYsr-_o2fkKqueDKlMd-M2Xi4qe63R1HKcYMDs/edit?usp=sharing
And seriously, this is the best I can give you here.
By using just these headlines, you’ll easily boost your CTR, CR, and other conversions. From impressions to clicks, from clicks to leads...
BONUS
How to hook the user with text?
Use what they identify with in the text.
For marketers, for SMM specialists, for business owners, for...
OR, if it’s an offline business—address, metro, city district.
Okay, that’s obvious, you might say... How to enhance it?
BONUS TIP
Use the slang of your audience.
For example, not “on Zhukovsky street,” but “on the Zhuks.”
Not “one-bedroom apartment,” but “a one-room.”
The most important and shocking thing—forget about “correct,” “official” styles.
There are only the right styles for your audience.
It can reduce tension, build trust, and make you feel like one of them.
If you learn how to use this—you’re set.
All doors will be open for you.
Creatives, funnels, landing pages, chatbots, warm-ups... doesn’t matter.
- Take the headline templates, plug in your niche.
- Write them nicely in any of the formats.
- Upload them into the dashboard, check the results.
- A million percent chance you’ll get great results right away.
If it doesn’t work—don’t worry.
The main thing is don’t blame yourself. You can blame me (if I don’t find out)
Go through the sadness and frustration if needed, give yourself a break. I went through this too, it’s all good. Then just try again.
You’ll make it, 100% info. This is the foundation you need to get leads for clients and enjoy it.