Ayobami O.

Some of the most useful things I've read about a product came from people who were annoyed they'd bought it. Not all of them, obviously. Some people are just furious about the delivery guy 😂 But every so often, someone explains what they thought they were buying, why they wanted it, and what they were hoping would happen. And I'm sitting there thinking... hang on, why isn't any of this in the ads? That's the stuff I like finding. I once wrote a dog dental ad around a woman who wasn't particularly good at brushing her dog's teeth. She knew she should. She felt bad about not doing it. And she probably didn't need another person telling her how important dental hygiene was. So we didn't give her another bulls*t or lecture. That creative went on to run with £183,700 in Meta spend behind it. 10,163 purchases. £18.08 per purchase. 2.60 ROAS. I wrote the concept, script and creator brief. Now, those numbers don't mean I'd automatically know what to do with your product. You've probably seen enough campaign screenshots to be suspicious of anyone who suggests otherwise. But you can have a look at the actual ad and judge the thinking for yourself. That's a much fairer test. I mainly write Meta and TikTok ads, UGC scripts, VSLs, advertorials, sales pages and emails for DTC brands. Supplements, pet care, home products... things people have to be persuaded to spend their own money on. And I do like getting into the weeds. Reading reviews. Looking through comments. Finding out what people were hoping the product would do. Seeing where the ad and the product page seem to be having two completely different conversations. Sometimes you find a brilliant angle nobody's tried. Sometimes you find out you've been trying to fix a perfectly good ad when the real problem is somewhere else. I'd much rather tell you that than take your money to write fifteen new hooks for the wrong problem. Anyway, if you've got an ad that's been driving you slightly mad, send it over. I'm curious what the customers have been saying. Ayobami