01 The hook
"My vet told me to stop feeding him kibble. So I started a company."
The first line is “My vet told me to stop feeding him kibble. So I started a company.”. It does one job: make the right person stop. No logo, no brand intro, no warm-up.
02 The offer
Trial box, 50% off
Trial box, 50% off. Simple, specific and placed after the proof, so it reads as a reason to act now, not a reason to doubt.
03 The structure
- 010-3s: the founder says the uncomfortable thing.
- 023-12s: what they did about it.
- 0312-18s: proof from customers.
- 0418s+: the offer, plainly.
04 Why it works
Sound off, captions on, authority borrowed from a vet. The ad looks like content first and an ad second, so it earns the second look before it asks for anything.
05 Steal this
Brief these tomorrow
Use real reviews in their original, ugly formatting.
Let customers say the claim you are not allowed to.
Volume beats polish. More proof, less design.
END OF BREAKDOWN