🧑‍🔬 How to make your ad 112.5% better

The original ad (top image) is for TropicFeel's Nest Backpack.

But there are several issues with it.

Let’s look at it using the IMPPACT framework…

🧪 IMPPACT Breakdown

Don’t know my IMPPACT framework? Start here.

I: Interrupt (Score: 2/5)

The light green color provides some visual contrast, but the layout is fairly standard for product ads. There’s no clear pattern interrupt.

M: Motivation (Score: 2/5)

Shows clear functional benefits but doesn't paint a compelling picture of the transformed future self. Benefits are more feature-focused than outcome-focused.

P: Personalization (Score: 1/5)

Very generic presentation without speaking to specific customer personas or pain points.

P: Proof (Score: 0/5)

No social proof, testimonials, reviews, or user statistics visible.

A: Authenticity (Score: 2/5)

Clean, professional product shot but lacks emotion. Feels more like a catalog image than an engaging ad.

C: Confidence (Score: 2/5)

No visible guarantees, return policies, or risk-reduction elements to address purchase anxiety.

T: Twist (Score: 3/5)

The expandable capacity concept (16L to 30L) provides a mild twist on traditional backpacks, but the presentation is straightforward without unexpected elements.

Total Score: 12/35

Not very good, eh?

Now let’s analyze the second ad with the IMPPACT framework. Here’s the ad again:

I: Interrupt (Score: 4/5)

"A Week of Travel. Without Paying Extra For Luggage" is a much better pattern interrupt because it immediately addresses a common travel pain point. It also uses a key psychological trigger (more on that below).

M: Motivation (Score: 5/5)

The headline uses the Concreteness Effect, which essentially says that people remember and are persuaded more by specific, tangible information than by abstract concepts. The headline and the feature callouts are much more concrete and clear compared to the original. This is crucial when creating ads - focus on tangible benefits, over abstract features.

P: Personalization (Score: 3/5)

The ad now taps into the Barnum Effect by addressing a universally relatable travel frustration (paying for luggage).

P: Proof (Score: 4.5/5)

Added some social proof with the "4.8 • 1,500+ reviews" and five-star rating display to help build credibility.

A: Authenticity (Score: 2/5)

Still lacks personality and authenticity but that’s okay, this ad is more focused on practical benefits over emotional connection.

C: Confidence (Score: 3.5/5)

The high rating and review count provide some confidence. The ad could still use a “30-day money-back guarantee” to further reduce risk.

T: Twist (Score: 3.5/5)

Takes the familiar concept of travel packing and adds the unexpected twist of avoiding luggage fees entirely. This "familiar twist" makes it memorable while remaining accessible.

Total Score: 25.5/35

From 12/35 to 25.5/35 = 112.5% more IMPPACTful
(Yes, I’m biased because I’m scoring it myself)

Can you see how much more clear and concrete the ad is now?

It now focuses on tangible benefits rather than abstract features.

People are always subconsciously asking themselves: “What’s in it for me?” The clearer the answer you can give them, the better.

PS: As you may have realized, I made this new ad with a simple ChatGPT prompt. If you want the exact prompt I used, just reply to this email with the word “PROMPT".

🤔 So Which Ad Works Best For Your Business?

I’m not saying to never focus on features. Here’s a quick guideline on how to think about each type of ad.

The Feature-Focused Ad (Ad 1) works best when:

• You have innovative product features that are genuinely unique

• Your audience is already aware of the problem and actively shopping for solutions

• You're targeting a technical or professional audience who values specifications

• Your product has complex functionality that needs explanation

The Benefit-Focused Ad (Ad 2) works best when:

• You can clearly articulate immediate, tangible value (like saving money)

• Your audience may not realize they have the problem you solve

• You're targeting a broader consumer market

• You have strong social proof to leverage

Ask yourself these questions:

1. "Can I quantify the benefit in dollars or time saved?" → Go benefit-focused

2. "Is my main differentiator a unique feature?" → Consider feature-focused (but still lead with the benefit that feature provides)

3. "Do I have social proof?" → Always include it, regardless of style

In most cases, benefit-focused ads like the one I created will outperform because they immediately answer the viewer's question: "What's in it for me?"

🤖 AI Tools You May Enjoy

Here some new AI tools you may find helpful:

• Arcads: Create winning ads with AI Actors. The best AI UGC tool out there.

• Poppy AI: They just added the ability to connect Facebook Ads to the tool, making this even more powerful. I continue to love this tool.

Note: Some of these may be affiliate links but they’re all genuinely great.