CMO @ Heatmap.com

Building the future of creative operations @ CreativeOS. Using this machine to make the world a more creative place through less busy work and more time to create!

Chase Mohseni

I've seen brands spend $30K on a video shoot and get beaten by a product shot with three arrows on it.

That's basically what happened here.

Hiya's kids sunscreen ad is two hands holding a tin and three callouts. Headline says "Fits Any Routine." 

There's nothing impressive about it creatively.

But it's doing exactly one job at exactly the right moment - answering the three questions a parent has right before they buy:

Is it messy? No. 
Can I carry it? Yes. 
Does it work for real life? Beach, park, school days - yes.

No desire creation. No lifestyle fantasy. Just objections killed cleanly.

This is what I think about every time a brand asks me why their retargeting isn't converting. 

Nine times out of ten they're running inspiration ads to people who already want the product. 

Those people don't need a mood board. They need one last question answered.

Know what job your ad is doing. 

Everything else follows from that.

Founder/CEO @ CreativeOS - streamlining your creative process.

Tomorrow I am jamming with Sarah Levinger and Matthew Gattozzi
 about all things ads and creative strategy on Creative Playbook from CreativeOS

If you want to get better at turning those impressions into conversions - come join us. (Sign up in the comments)

I keep seeing the same ad creative mistake everywhere.

Broad creative → collection page → zero conversions.

No focus = no conversion.

Here are 3 insights that came up during Creative Playbook this week with Sarah Levinger & Matthew Gattozzi:

1. The fatal mismatch

Everyone is making broad ads with no angle and sending them to the broadest page possible (collections, best-sellers).

Then wondering why nothing converts.

No focus = no conversion.

The fix: Match your creative to your page type. Static ads need deep landing pages. Video ads can work with simpler pages. And collection pages only work when people already know your brand.

2. Sell to the buyer, not the user

This came up on the STEM kit breakdown and it's the mistake most kids product brands make.

Parents don't buy STEM kits because their kids need physics lessons. They buy them to feel like good parents investing in their child's confidence.

Show the kid's face when they crack the code. Show "my kids are asleep—look at what they built tonight."

The parent is the buyer. The kid is the experience. Sell emotional ROI.

3. Category psychology matters more than you think

Jewelry ≠ kids products ≠ supplements. Different products need completely different approaches.

Example: Jewelry is one of the only categories where consumers want it to be expensive. Don't sell attainability—sell exclusivity and craftsmanship. And for the love of god, use harsh lighting to make stones sparkle. Soft lighting kills jewelry ads.

If you’ve made it this far and want to do deeper - get your full breakdown here.

I've been thinking about how all marketing strategy looks the same now.

Same playbooks. Same hooks. Same templates. Same "proven frameworks."

Then I read about Hermes - they've been in business for 186 years.
Worth $220 billion.

No marketing department. No ads. No discounts. Ever.

One sentence from a former CEO explains why:

"We don't have a policy of image. We have a policy of product."

Here's what that means for you today...

In 1837, Thierry Hermès opened a harness workshop in Paris.

He wasn't building a fashion brand.

He was solving a problem: horses' movements were hampered by poorly-sized equipment.

His solution was the saddle stitch — two needles, two waxed threads, tensile opposition. Only done by hand.

One stitch became the foundation of a $220B company.

Not a logo. Not a slogan. A stitch.

By 1919, the automobile was killing the horse industry.

Most equestrian businesses panicked. Pivoted. Chased trends.

Hermès asked one question:

"What can we make with our hands here that will interest our clients today?"

Not: what's trending? Not: what are competitors doing? Not: what does market research say?

What can we make with our hands?

The most iconic bags in luxury fashion history were never designed as fashion.

The Haut à Courroies (1892) — designed to carry saddles.

The Bolide (1923) — first bag with a zipper. Designed so things wouldn't fall out during travel.

The Kelly — designed in 1935 as a "ladies' bag with straps."

No campaign brief. No focus group. No influencer strategy.

They made functional things beautifully. Fashion came later.

Here's what kills me:

Hermès made the Kelly bag for 20+ years before it became famous.

It wasn't even called the Kelly until 1956.

They didn't need the world to validate the product.

They trusted the craft.

While everyone optimizes for speed, Hermès built the opposite model.

One craftsman makes each bag. Start to finish.

A Kelly takes 18-20 hours of handwork.

New artisans don't touch a product for sale until they've apprenticed for 18 months to 4 years.

Slowness wasn't a bug.

It was the brand.

By 1935, Hermès had survived an entire industry dying.

They did it without:

→ A marketing department 
→ A single advertisement 
→ A discount, ever 
→ A product designed by committee

They only asked one question: "How do we make this better?"

The selling took care of itself.

Here's what this means for you today:

Everyone's asking "how do I market this?"

The better question: "Is this good enough that marketing becomes irrelevant?"

In a world of AI-generated everything, craft is the last moat.

Speed is the default. Slowness is the differentiator.

Make things no one asked for — but everyone needs.

Trust the work before the market validates it.

Hermès spent 20 years making bags nobody cared about.

Then they became the most valuable brand on earth.

Patience isn't a weakness. It's the whole strategy.

I recently looked at a funnel from Caraway Home (love them) for their airtight food storage containers.

At first glance, everything feels polished. The brand aesthetic is strong, the product photography is beautiful, and the experience feels premium.

But when you look at the ad → landing page transition, there’s a subtle breakdown that many eCommerce brands make.

The Ad

The creative leads with authority:
“Trusted by the Experts” + Good Housekeeping Award Winner.

It’s a powerful trust signal. The image reinforces the message too - the containers are shown in a real pantry environment, communicating organization, freshness, and everyday usefulness.

So the click motivation is clear:

This is a trusted, expert-approved storage solution.

The Landing Page:

After clicking, the user lands on a standard “Shop Food Storage” category page.

Instead of reinforcing the authority message, the experience immediately shifts to:
• filters
• product grids
• quick shop buttons

The funnel goes from persuasion → browsing.

That’s where the coherence drops.

What Works Well

• The product visuals match the ad perfectly
• The brand aesthetic is consistent (clean, premium, minimal)
• Users can quickly see product options, pricing, and ratings

So visually, the experience is cohesive.

Where the Opportunity Is: The landing page doesn’t continue the story that drove the click.

A few small changes could dramatically strengthen the funnel:

- Carry the authority message forward
- A hero section like “Award-Winning Airtight Storage” with the Good - Housekeeping badge would reinforce the click motivation.
- Introduce the category before the product grid
- A short benefit section explaining freshness, non-toxic materials, and pantry organization would turn the page into persuasion - so it's not not just browsing.
- Highlight a starter set or best-seller first

This reduces decision scroll fatigue and gives users a clear starting point.
The takeaway

This is a common pattern in DTC:

Great ad → solid product page → missing persuasion layer.

The funnel looks coherent, but the message continuity breaks after the click.
Often, the fastest conversion wins come from fixing that moment.

Curious how others handle this:

Do you usually send paid traffic to product pages, bundles, or category pages?

Money printing websites is the goal.

How you do that: Come to Creative Playbook with me, Shaun Brandt, and Taylor Davies from Oddit & CreativeOS.

Learn what makes website great or not so great. There will be plenty of both. 

See you there tomorrow at 11am PST.

Link to sign up in comments.

I used to work in manufacturing during college. Traveled to China. And at the time, the pace of innovation felt genuinely wild.

You could video call a factory in Shenzhen, hold up a camera to show them what you were looking at, share files back and forth in real time, and they’d be prototyping on the floor within hours. 

That felt like magic in 2007, 2008.

Today at CreativeOS , we have our version of that. A customer drops async video feedback. It hits our team channel. 

We jump into a voice room, talk it through, get aligned. 

Someone pulls the specs together, APIs get connected, a design gets rendered, code gets pulled. All of it lands in staging for testing.


Start to finish: a few hours.

What blew my mind two decades ago now feels like table stakes. And I think that’s actually a beautiful thing.

Innovation isn’t a threat when you’re in service of people trying to build something real. (Pls read this again)

It’s just the game moving forward.

Happy Friday.

The brands overthinking creative are losing.

But so are the ones pumping out AI slop.

And somehow nobody's talking about the middle.

Here's what I see running CreativeOS - there are two types of brands getting absolutely crushed right now:

Brand A spends 3 weeks on a single ad. Endless revisions. Pixel-perfect. They launch 1 concept, pray it works, and wonder why CAC keeps climbing.

Brand B discovered AI and now they're shipping 50 ads a week that all look like they were made by a microwave. Same generic hooks. Same stock-looking visuals. Zero brand. Zero soul.

Both are losing to Brand C.

Brand C gets it. They move fast AND they give a damn. They start with proven structures - not a blank canvas, not a ChatGPT fever dream. 

They put their brand into it. Real voice. Real angles. Real creative decisions made by a human who understands their customer.

Then they test at volume.

The difference is massive:

1) speed without slop
2) volume without looking like everyone else
3) templates as a starting point, not a final product
4) AI as a tool, not a replacement for taste

(Hot take: the brands that use AI to SKIP the thinking are going to get wrecked by the brands that use AI to do MORE thinking, faster.)

The bar for creative is about to split in two. The slop merchants will race to the bottom. The brands with real taste and real speed will pull away from everyone.

One more thing.

If your AI slop ads are "working" right now - don't get comfortable. That's arbitrage. You found a window where the bar is low. That window always closes.

The brands building real creative muscle right now are going to eat you alive when it does.

Where are you seeing the most AI slop right now? I have thoughts 👇

Worlds of Words

OVER 7,000,000 WORDS TRANSLATED

- Media & advertising: brochures, product advertising, news articles, interviews, press releases, social media posts, landing pages, advertising campaigns, etc.
- Market research surveys: covering topics such as food, clothing,sports, cosmetics, mobile phones, health service, public transport, standard of living for Ipsos Mori, Comres, Volante Research, Unex study,
ECB, EU-OSHA, Cedefop, EU-Midis, Sephora, Mondelez, etc.
-  Business: company presentations/profiles, websites, training material, health and safety, HR documents, etc.
- Tourism and environment: a wide variety of documents on global warming, CO2, environmental jobs, natural resources, sustainable development, airlines, tourism leaflets, travel guides, food, beverages
- Multimedia: websites, casino, online games, iPhone apps, subtitling
- Medical: cosmetics, vitamins, pharmaceuticals, medical instructions, instrument manuals, medical transcripts

Greek Marketing Translator

- Subtitling for a series of journalistic formats about social, economic and political European news (both subtitles and voice-over scripts)
- Numerous documentaries, medical videos, corporate and health and safety videos
- DIOR documentary 'Cruise 2022'
- 16 new (Greek) Asterix characters for Netflix's "Le Combat des Chefs" (2025)
- Daimler Film Supers
- Europass promotional videos
- Subititles for Buzzfeed's Tasty Greek recipes

Subtitling & VO scripts

Wrote and edited articles for: 
- inflight, travel and lifestyle magazines 
- language learning and edtech companies 

Wrote promotional copy for business and marketing strategists, educational leaders, edtech companies (landing pages, sales pages, e-mails sequences, newsleters,FB/Linkedin ads, social media posts) 

Skills: Content strategy & critiques, research, writing, editing, interviews

You can have a look at a selection of my writing projects at: https://natalilekka.contently.com/

My sales copwriting portfolio can be provided upon request.

Journalist, Content Writer & Copywriter

“Content Writing For Translators” is THE ONLY self-paced course that helps translators achieve highly paid content writing skills so they can start receiving lucrative writing work and shortcut their way to freelance success.

You'll learn how to:

1) Nail down your writing niche so you can attract the exact clients you’d love to work with. My 18-point questionnaire will help you find your true (writing) calling, whereas my research tips will help you find that "sweet spot" between loving your niche and making good money from it!

2) “Hijack" your readers' minds to find out what it is that they want to read about so that your articles always make it to Google’s Top 10. It is not just about writing SEO-enabled articles (although we talk about this too), it’s also about knowing what to write in the first place.

3) Discover the easy blueprint to starting content writing as a beginner.

4) Use ChatGPT to improve your writing (from researching niches and clients to topic ideation and copy critiques

5) Find high-paying clients that can pay USD 0.20 to 0.30 per word. Plus, I’ll give you 10 more ways to research + find your favourite clients.

6) Create mouth-watering content writing strategies for unlimited content ideas that leave your clients salivating in anticipation for your work.

7) Write the exact “plug-and-play” pitches so you can start pitching clients and bringing in projects right away.  

So, why do translators like "Content Writing for Translators" so much, I hear you ask?

Because...

· My 'niching down' method works for both writers and translators.
· My client acquisition methods can be applied to acquire both translation and writing clients.
· The tips and tricks I teach you about writing can also be applied to transcreation tasks.
· The tips I give you about pitching clients can also be used for translation clients.

Content Writing For Translators

ARTE

Greek subtitler for a series of journalistic formats about social, economic and political European news for TV channel ARTE.tv and broadsheet newspaper Kathimerini.gr  Writer of press texts.

Greek Subtitler

Translator of KIDs and financial products

Greek Financial Translator

Babbel

Articles on language learning, LinkedIn ads, internal presentations

Freelance B2C & B2B Writer

Biopolitics International Organisation

N.G.O. for the protection of the environment/ Publishing House for environmental editions/ educational body for environmental courses

- Writer, researcher & editorial assistant of e-learning material, courses,websites, articles, books and EU proposals on environmentalsubjects.
- Preparation of press releases and media articles. 
- E-learning administrator for a series of environmental courses.
- Conference organiser. Transcriber / Translator of speeches.

Editorial assistant

STAR CHANNEL

- Responsible for suggesting ideas and researching various topics for the chat show, (medical, scientific, cultural, social topics, people stories, etc.). 

- Responsible for researching, checking & time-coding footage, writing voice-overs, translating/subtitling foreign  documentaries (esp. medical), and setting up international stories. Interviews with foreign personalities.

TV Journalist & Researcher for daily chat show

Freeform Productions / Channel 4

- "A Place In The Sun - Home or Away" [Series 3, 33 Episodes x 60']
- "A Place In The Sun" [Series 8, 13 Episodes x 30']
- "My Place In The Sun" [Series 3]   

- Responsible for researching countries and property markets for 46 TV programmes in Portugal, Spain, France, Italy, Greece, Poland, Hungary, Slovakia, Austria, Germany, Cyprus and South Africa.

- Co-coordinator for Producers and Directors on the road. I liaised with local authorities, collaborated with regional newspapers, arranged/translated filming permits and release forms, interviewed contributors and set up stories.

TV Journalist & Researcher 

Multilingual Technical Support

Hi, I am Natali – a seasoned content writer, copywriter and translator with 14 years experience in marketing, media, and localization.

Originally from Athens, Greece, I’ve been a full-time writer and translator for over 14 years. I’ve travelled to 40 countries and now live in the Northeast of England, UK. 

I speak French, Italian, Spanish, Greek and of course English (my main working language) and my work has appeared in various magazines around the world, as well as a series of language & education companies such as Babbel, Smartcat, Lingvist and the Content Marketing Agency. 

Click here for a selection of my portfolio:  https://natalilekka.contently.com 

Prior to that, I worked as an editorial assistant for an environmental NGO and a TV researcher for Channel 4’s travel & property programme “A Place in the Sun” (UK).  Ask me for a detailed CV.

I am very interested in long-term financial empowerment and after 10+ years of investing in stocks & shares, in 2025, I decided to jump into the crypto, blockchain and web3 world.

I am interested in freelance writing and translation positions but can easily work part-time as a communication consultant for your compamy

My communication consultant expertise includes:

- Defining & shaping your brand
- Communication and content strategy
- Content writing and copywriting
- Crafting engaging social media content
- Blog writing and media articles
- Newsletters
- Press releases

In 2020 and 2021 I was voted a Top 50 Localization Influencer by Nimdzi Insights.

Contact me at:  natali@worldsofwords.com

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Natali Lekka

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Engagements

Likes

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