Lesson 1 of 4 · 6 min
The concept axes
You can name the four things that make two ads different, and set each deliberately.
Two ads are different when they disagree about something. Four things are worth disagreeing about, and if you leave them all on default the batch will agree with itself on all four.
The four axes
Hook is the first thing the reader takes in. A question, a number, a before and after, a flat statement of the problem. Same offer, different door.
Angle is which objection the ad answers. Price, trust, effort, timing. Most products lose customers on one of these, and you rarely know which without testing.
Format is the shape. Product on plain ground, product in use, a person holding it, text over a scene, a comparison.
Tone is the register. Direct, warm, technical, playful.
Steps
- Write the offer once, in one sentence.
- Pick two hooks that genuinely differ. Not two phrasings of one hook.
- Pick two objections your buyers actually raise.
- Generate and check that the results disagree with each other.
What to watch for
The most common mistake is varying the wording and calling it a variant. If two ads make the same argument in different words, a test between them measures nothing you can act on.