Why Great Ads Don’t Start by Selling the Product

Meet Jon. Meet Jenny

That’s a very simple hook, but it creates curiosity. 

Instead of opening with a generic claim about affiliate marketing, the ad makes you wonder: 

What happened to Jon and Jenny?

It also makes the story feel relatable. They’re not experts or celebrities, they’re ordinary people starting the same journey.

This ClickBank ad creates affinity with the audience but what makes the ad work is contrast. 

Jon represents the mistake.

Jenny represents the solution.

Product Mastery represents the vehicle to get there.

What I really like about this ad is that it doesn't start by selling the product.

It starts by selling the problem.

Then it creates a comparison.

Then it reveals the mistake.

Then it introduces the solution.

Role: Video Editor