01 The hook
"I lost $40,000 on our first lamp. This is the second one."
The first line is “I lost $40,000 on our first lamp. This is the second one.”. It does one job: make the right person stop. No logo, no brand intro, no warm-up.
02 The offer
Free shipping, 60-day returns
Free shipping, 60-day returns. 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
A founder losing money is more watchable than one making it. 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
Name the problem in the customer’s words, not yours.
Show the fix working. Do not describe it.
Hold the offer until the problem has landed.
END OF BREAKDOWN