Softizing

Founder

We help Health/Beauty D2Cs like Embryolisse, Kachava, Omorfie, and Barrister & Mann dominate their verticals with direct-response ads.

We help DTC Health & Beauty brands increase ROI on ad spend with high-converting creatives.                
→ Fast-growing brands that are as nimble and ambitious as we are and determined to scale. 

We help them scale, acquire more customers, and dominate their verticals without having to worry about ad production and management. 

If you’d like to apply to work with my agency (or if you need advice), feel free to drop me a message ;).

Get the free case study here: https://lnkd.in/gBu_PH7M  

In Q1, We Increased ROAS by 15% for an 8-fig brand.

TikTok featured our Creatives and I put together a 17-page case study document.

I reveal our whole strategy:

→ Cutting-Edge Creative Strategy.
→ Cutting-Edge Media Buying.
→ Cutting-Edge Communication.

Connect and Comment “CASE“ and I’ll send over the document.

 #dtc #paidads

Stan Olery

A bad ad costs $1,500; a great one nets $25k+.

5 Winning Ad creatives to acquire new customers on Meta: 

1. The Compliment 
2. The Outcome Mashup 
3. The Unique Mechanism
4. The Caption 
5. The Education

Learn the science behind each 1 with concrete examples in this carousel. 

Download the doc to access the links or get it in the comments. 

~ You’re 1 Ad creative away from a profitable scale.

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If you like this type of content, share so we can help more brands and marketers on LinkedIn ♻️

#creativeads #adcreative #socialads #metaads #paidads #dtc

5 Winning Ad Creatives for Meta

80 cents of every $1 you spend goes to hooks.

Here are 18 Hooks to make your TikTok Ads go viral: 

~ You’re 1 creative away from a profitable scale.

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If you like this type of content, share so we can help more brands and marketers on LinkedIn ♻️

#creativeads #adcreative #socialads #metaads #tiktokads #dtc

18 Hooks to make your TikTok Ads go viral.

UGC will cost you $100,000.

If done right, UGC will net you $1,000,000.

Steal the 6-step customer research we use to print 7-fig+ for brands with creatives:


1- Target Demographic

Look for:

→ Age:
→ Gender: (M, F, Undefined?)
→ Demo bracket: (Gen-z, Millen.?)
→ Financials: (Upper - Middle?)
→ Location:

Depending on your customer demographics, you’ll want to add certain elements vs others in your creatives.

Ex: The pacing of Boomer's ads should be slow.


2- Target Psychographic

Ask yourself: How do they consume content?

Is it:

→ Reading?
→ Watching?
→ Listening?
→ Long from? Short form?

You have to communicate differently based on their preference.

Ex: Statics, Founders ads, UGC, or Heavy Direct-Response perform differently depending on the customer.


3- Energy

Ask yourself:

→ How do they feel?
→ Feminine? or Masculine?

Make sure the energy you push in your ad is the same as your customers’

Ex: Masculine favors comfort and utility. Feminine favors trends and styles.


4- Persona

Ask yourself:

→ How do they spend their money and free time? 
→ What common traits do they share, any trends noticed?
→ What are they working towards?

It will show you the lifestyle to show in ads for them to relate.


5- Belief systems

Ask yourself: 

What are stories they tell themselves that could stop them from buying?

Usually, objections come around:

→ Principles,
→ Values,
→ Convictions,
→ Religious beliefs,
→ Political ideologies...

When it comes to values, customers value one (or 2) of these:

→ Quality (Willing to pay more for best quality)
→ Value (getting the best quality for lowest price)
→ Simplicity (willing to buy 1 thing to solve everything)
→ They Value Celebrity Opinions. (they're followers.)
→ Cost-effective (a little goes a long way)

This is huge to differentiate yourself from the masses.

Most advertisers guess this part instead of surveying their customers.


6- Cultural heritage

We don’t discriminate but customers use products based on lifestyle, which heavily depends on culture.

Different Cultures to look for:

→ African-American Culture
→ Asian Cultures
→ Caucasian Culture
→ Latin American Culture
→ Middle Eastern Culture
→ Indigenous Cultures
→ Pacific Islander Culture:

Tip: Use creators who are from the same cultural heritage as customers.

If your audience includes all, have multiple creators to record content.


To Sum up:

1- Target Demographic
2- Target Psychographic
3- Energy
4- Persona
5- Belief systems
6- Cultural heritage

That’s it.


Remember:

A bad ad costs $1,500.

A great one nets $25k+.

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99% of UGC is generic,
but consumers evolve into preferring custom solutions.

Your marketing messaging should also be personalized.

→ Tailored to your customers.
→ Tailored to your market
→ Tailored to your era.

This research helps do just that.

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If you like this type of content, share so we can help more brands and marketers on LinkedIn ♻️

#ugc #adcreative #socialads #metaads #paidads #dtc

This 1 Ad nets $10,000+ with over 2x returns.
(Steal the 30-day FORMULA I used to make it)

1 - Findings (Day 1 - 7)

a. Brand analysis (Brand, product, audience & offer deep dive)
b. Existing data & ad account analysis (scrutinize currently working)
c. Competition analysis (check what competitors are doing)

2 - Outlining (Day 7 - 10)

d. Expand on existing, winning angles
e. Create new angles based on competition & previous data
f. Create fresh, original angles from the findings section.

3 - Redacting (Day 10 - 15)

g. Develop scripts based on angles
h. Create a narrative around the scripts
i. Emphasize benefits over product features

4 - Manufacturing (Day 15 - Day 20)

j. Build a shotlist and brief creators.
k. Collect the raw footage they produced.
l. Let Editors do their magic with post-production.

5- Unleashing (Day 20 - 25)

m. Add your final creatives to a testing campaign
n. Let the creative test run for 3-7 days.
o. The creative test ends.

6 - Learning (Day 25 - 27)

p. Analyze your ads with custom metrics (TSR, HR, CTR, etc…)
q. Build a report of what’s working and what’s not.
r. Map out new creative strategy based on learnings.

7 - Adjusting (Day 27 - 30)

s. Increased the budget on winning ads
t. Create new creatives from winning angles
u. Kill the non-performing ads and replace them.

TL: DR; (summary)

1 - F for Findings (Day 1 - 7)
2 - O for Outline (Day 7 - 10)
3 - R for Redacting (Day 10 - 15)
4 - M for Manufacturing (Day 15 - Day 20)
5 - U for Unleashing (Day 20 - 25)
6 - L for Learning (Day 25 - 27)
7 - A for Adjusting (Day 27 - 30)

That’s it.

Rinse and repeat.

Remember:

A bad ad costs $1,500.

A great one nets $25k+.

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If you’re a brand spending $15k+ on ads looking to scale with creatives, DM.

We acquire 10,000s of new customers for Brands with creatives.  
(Steal our creative testing structure)

→ Angles
→ Concepts
→ Hooks

Simple. 

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Glossary: 

- Angle: The message of the ad. - What and Whose problem are we solving?  
- Concept: The style of the ad. - static, us vs them, problem/solution ad, etc..
- Hook: The first 3 seconds of the ad.

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Here are 8 steps we use to come up with banger FB ad angles: 

Brand Analysis

1. Market Awareness Levels.
2. Market Sophistication Stages.
3. Performance Analysis of Past Creatives.

Customer Analysis

4. Mapping out Ideal customer profiles. (on 6+ levels)
5. Scrutinize PPS, Website reviews, and Reddit.
6. Studying Objections and Limiting Beliefs.

Product and Performance Analysis

7. Mapping out the main active ingredients.
8. Tying the features and ingredients to the main benefits

This 8-step analysis allows us to find endless new customer archetypes and FB ad angles to help our brands dominate. 

If something’s working, we double down. 

If something’s not working, we own it and map out the next steps to success.  

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If you like this type of content, share it to help more brands and marketers on LinkedIn ♻️

#creativeads #dtc #paidads #metaads


I gained 2,067 followers in the past 90 days.

Now’s a good time to re-introduce myself and my agency:

My name is Stan Olery.

I run Softizing:

→ We are a performance creative agency
→ We specialize in helping health and beauty brands

Our job is to help them find new customers profitably

→ We make ad creatives for them
→ We run the ads on Meta and TikTok

We use direct-response and human psychology. And so far, It’s helping us move the needle for some of the fastest-growing D2Cs.

So much about me, I’d love to connect with you if you’re:

→ In the e-commerce space
→ A health and/or beauty brand
→ Active and growing your brand on LinkedIn.

P.S. Drop an intro to your agency in the comments. (It’s free advertising.)

2x your winning ad rate with this:
(The 4 secret laws of conversion - BASU)

1- Before/Afters 
2- Authority Figure 
3- Social Proof 
4- Unique Mechanisms

I go deep into each one in this carousel.

P.S. If you like this, you will love my newsletter.

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Get D2C Marketing SOPs in my newsletter 2x per week.
👉 https://rb.gy/8ymnb5 (Free access to our database when joining)

#creativeads #dtc #paidads #metaads

BASU - The 4 secret laws of conversion

This 7-Step SCRIPTS process got us:

→ From $150 to $3k/day in profitable spend for a client.
→ Over 7 figures in driven revenue from ad creatives alone.
→ Featured multiple times in the top 1% TikTok creative center.

I distilled it into a repeatable framework. 

(Steal it from me.)


SCRIPTS stands for:

S - Select a Mass Desire (1)
C - Customer Awareness Levels (2)
R - Refine Market Sophistication (3)
I - Investigate Your Product (4)
P - Psychology (5)
T - Tailor Your Copy (6)
S - Story-Selling (7)

Here it comes: 


Step 1: Select a Mass Desire

A Mass Desire is the 1 market desire with

#1 level of pain
#1 level of intensity/ staying power
#1 degree of repetition/ number of people affected.

We’re looking for our starving crowd. Our most profitable audience(s).


Step 2: Customer Awareness Levels

Question: 

How much do customer know about their problem and my product?

To that, there’s only 5 answers:

1- Most aware prospect
2- Prospect knows the product but doesn’t yet want it
3- Solution Aware
4 - Problem aware
5 - Unaware

Depending on the customer’s awareness level, mention certain things rather than others.


Step 3: Refine Market Sophistication

Question: 

How many products have been presented to customers before mine?

To that, there’s only 5 answers:

Stage 1- You’re first on the market. No competition yet.
Stage 2- Competition starts to come.
Stage 3- Prospects heard it all, tried products and it didn’t work.
Stage 4- Competitors make even crazier promises.
Stage 5- Too many promises, No one believes in your marketing.

No matter what you sell today, you are at levels 4 & 5.

You must adapt your messaging to separate yourself from the crowd.


Step 4: Investigate Your Product

Question: How exactly can I better market my product? 

There's 3 ways:

→ Focus on life-changing benefits over features.
→ Focus on UNIQUE Ingredients or Mechanisms.
→ Offer more/ better results.

Use this formula to help:
Because of (feature), you can (benefit), which means (life-changing)


Step 5: Psychology

There are 8 Human Life Forces:

→ Eat and drink well
→ Stay alive, live longer, and live a happier life
→ Avoid fear and threats to your life
→ Find a partner
→ Live safely and comfortably
→ Match or exceed your peers in status
→ Take care of your near and dear
→ Be accepted by society

No matter who you are, you are a slave to these.

That includes your customers too. So use it wisely.


Step 6 - Tailor Your Copy

Use Timeless Copywriting Frameworks:

→ AIDA
→ BAB
→ PAS

Use the information you gathered and plug it in. 


Step 7 - StorySelling

Gather intelligence from:

→ PPS, Forums
→ Reddit Posts
→ Social comments
→ Website/Amazon reviews

Use what customers say to write a strong narrative.

That’s it.

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Don’t spray and pray.

Aim to profit from every creative you launch.

Advertising isn’t guesswork. It’s science.

Remember:

~ You’re 1 creative away from a profitable scale.

#creativeads #adcreative #socialads #metaads #paidads #dtc

If you spend on FB ads, skip this (at your own risk.)

If you think:

→ “FB ads are too expensive”
→ “Marketing Agencies are useless”
→ “E-commerce doesn’t work anymore”

Keep scrolling.

Still here? Good.

After consulting some of the fastest-growing D2Cs and helping them scale with FB ads, I'll let you in on a secret. 

Ads on Facebook work better than ever before. 

Here's 3 Non-Negotiables to scale with FB ads in 2024:


1. Brand's economic

Ad platforms are auction systems.

To win a bid on paid ads,
you need to know your bidding power and expected returns.

Start looking at 90-day LTV, CAC, and Profit Margins.
The most successful founders I spoke to obsess with these.

If your business sucks in 2024, you’re doomed.
Great businesses will take everything and leave nothing.

Fix the business, and FB ads will follow.


2. Solve problems, don’t sell products.

99% of brands fail because they sell mere products.

Hear me out: 

If a brand can’t make FB ads work,
it’s often because their product doesn’t solve a problem.

Successful brands sell solutions, not mere products.

The product first needs to sell on its own,
Paid ads are just here to put gasoline on the fire.


3. Stop running ads like in 2018, Focus on creatives.

In 2024, Creatives do the heavy lifting,
Pushing buttons in the ad account won't help scale anymore. 

80% of your success on FB happens outside the ad account.

Here’s our creative testing structure:

→ Angles
→ Concepts
→ Hooks

Simple.

We test to know why an Ad works, then double down on it.
If the Ad doesn’t work, we learn from it.

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If FB ads aren’t working for you,
stop blaming the market and focus on having:

→ a great business, 
→ a great product, 
→ great creatives.

In that order.

Because just sending free products to influencers ain’t gonna get you sales.

~ You’re 1 creative away from a profitable scale.

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If you like this type of content, share so we can help more brands and marketers on LinkedIn ♻️

#facebookads #adcreative #socialads #metaads #paidads #dtc


Dietary Supplements is a $178.82 billion Market.

7 Customer Archetypes Athletic Greens could explore to eat up market shares:

1 - The Busy Parent.
2 - The Boomer.
3 - The Conscious One.
4- The Overworked Executive
5- The Stressed Millennial
6- The Digestive Health Seeker.
7- The Beauty Advocate.

I see some of them explored with branding campaigns but testing new customer archetypes with performance creatives on paid would allow them to dominate like crazy in 2024.

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If you like this type of content, share it to help more brands and marketers on LinkedIn ♻️

#creativeads #dtc #paidads #metaads

Our creatives drove $1,000,000+ in rev.
(This 57-year-old scheme gave us an unfair edge.)

Customer Awareness Levels.

Hear me out:

While most advertisers guess what their audience wants to hear.

We know exactly what will have them take action based on their level of awareness. Which means we can be specific with our messaging.

That's why our creatives convert better than average.

There are 5 awareness levels, but you can’t use all in 1 ad.

Instead, you should have a variety of ads targeting your customers at different stages of the funnel.

Here’s exactly what we say in our ads for each level:


Level 1 Ads - Most aware prospects

Your messaging should be a great offering:

- Free shipping,
- (BOGO) deals or bundle offers,
- Money-back guarantees.


Level 2 Ads - Product-aware prospects

Focus on:

- Providing concrete use case for the product,
- Introducing more social proof,
- Handling Objections


Level 3 Ads - Solution-aware prospects

Spend all your time:

- Talking more about the desired outcome
- Explaining the unique Mechanism
- Showing proof of the product


Level 4 Ads - Problem-aware prospects

Focus on:

- Talking about the problem
- Twisting the pain they feel
- Presenting the solution and mechanism.


Level 5 Ads - Unaware prospects

Spend your time:

- Educating,
- Using authority figures,
- Connecting with their core identity.

Your ad can cover 2 to 3 levels max at the same time, but a lot of advertisers try to squash everything in 1 video.

99% of the time, It kills performance.

Steal this from us and make ads that convert. 

D2C brands, you’ve been lied to.
(This #1 mistake burns you $100,000s)

Diversifying ad types in the ad accounts.

Unless your goal is impressions, avoid diversification at all costs.

For performance, avoid other ad types but these 2:

→ Direct-response videos.

- UGC
- Us vs. Them
- Founder Ads, etc.

→ Direct-response statics.

- Press Features
- Comparisons
- Special Offers, etc.

When was the last time you saw high-pros outperform these 2?

I know, you can’t remember.

I’ve scaled brands to $580k at 6x ROI on TikTok,
→ with only UGC.

I drop CPAs by 72% for 7-fig+ brands on Meta,
→ I never touched a Canon EOS R6.

Every day CPMs increase and your margins shrink.

Pay for results. Not Fancy Cameras.

#creativeads #dtc #paidads #metaads

This 1 FB Ad brings us 100s of purchases at 3.58x ROAS.
(Steal these 4 steps my team used to build it)

1- Research

Gather intelligence from:

→ PPS & Website reviews
→ Reddit & blogs/articles
→ Social comments

Then:

→ Identified high-converting audience segments.
→ Defined their pain points.

2- Scripting

→ Used research to map out ad concepts.
→ Choose proven script frameworks and assemble copy.
→ Shared final scripts for review with the brand team.

3- Briefing

→ Wrote down content dos, don’ts and guidelines
→ Mapped out storyboards for creators and editors.

4- Production & Post-Production

→ Shared storyboards and guidelines
→ Collected all the raw content after creators finished shooting.
→ Edited content based on platform and ICP preference.

We excluded existing customers, so all the traffic is new customers, 
but here are the metrics:

- CPA: $10.91
- AOV: $39.99, it’s running at 3.58x ROI
- Hook Rate: 30.02%
- Hold Rate: 8.21%
- CTR: 2.47%
- CVR: 10.97%

It takes us 20 days to share the 1st batch of Ads.

25-30% end up being winners.

Remember:

A poor Ad loses you $1500. 

A great Ad makes you $20,000.

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If you’re a brand spending $15k+ on ads looking to scale with creatives, DM.

#creativeads #dtc #paidads #metaads

10s of brands spending 25k/mo to 500k/mo ask for our help.
(This #1 belief is holding them back)

Thinking Creative Volume > Creative Quality

Let me explain:

For most, testing 200 ads is the goal.

→ They rush creative production
→ They rush the creative testing process
→ They burn $100k+ in testing to get ads that net $15k at 0.9x ROAS.

They debate on spend with no intent to profit.

How is that an effective and efficient way to scale?

Well, It’s not.

Thinking quality before volume is one of the main reasons we lower CPA by up to 72% with creatives for 7-fig+ D2Cs. 

Here are 16 tools we use to meet quality while producing 100s of ads:


Inspiration:

1. Foreplay


Scripting/Briefing/Production:

2. Google Docs + Sheets.
3. ChatGPT
4. ElevenLabs.


Project Management:

5. Lucidchart (for strategies)
6. ClickUp
7. Notion
8. Slack
9. Loom


Post-Production:

10. Adobe Premiere Pro.
11. CapCut
12. Frame.io


Analysis & Reporting:

13. TikTok Ads Manager
14. Meta Ads Manager
15. Triple Whale.
16. Motion (Creative Analytics)


That’s it.

Quality > Volume. Always.


I put together a 10-page doc outlining GPT prompts we use for deep research. These prompts fuel creatives generating $1M+ in revenue for brands.

Comment “GPT” and it’s yours.

We drive Millions for brands, but not without this #1 Tool: 


Motion (Creative Analytics) 


They're hosting a training event for creative strategists from May 23rd to June 20th, with new live sessions dropping weekly. 

The speaker line-up is mind-blowing:

→ Mirella Crespi 
→ Jess Bachman
→ Savannah Sanchez 
→ Dara Denney

I've learned from them. 

They’ve managed hundreds of millions of dollars in ad spend and turned unknown DTC brands into household names... 

Legends. Joining forces... to teach you everything! 

It's shaping up to be one of the best events for creative strategists I’ve seen for a while... You can't miss this. 

So, grab your spot here: https://rb.gy/mfsex1 (It's free)

See you in the chat on May 23rd! ;)

USPs make billion-dollar companies.
(let’s study Gillette & Harry's)

→ Gilette valuation: $6.6B
→ Harry’s valuation: $2B

Source: Bloomberg & Statista.

Read the document in full screen.

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If you like this type of content, share so we can help more brands and marketers on LinkedIn ♻️

#ecommerce #dtc #socialads #paidads

How USPs make billion-dollars companies

8,019,876,188 people are slaves to these:

→ Eat and drink well
→ Stay alive, live longer, and live a happier life
→ Avoid fear and threats to your life
→ Find a partner
→ Live safely and comfortably
→ Match or exceed your peers in status
→ Take care of your near and dear
→ Social Approval

That includes your customers if you run a brand.

Sale = 1 Human buying.

Study Humans = Sales Flow In.

P.S. They're known as the 8 Life Forces. I run Softizing and we leverage each 1, depending on the brand, to scale profitably on paid social.

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If you like this type of content, share so we can help more brands and marketers on LinkedIn ♻️

I hated it, yet there I was on Saturday, pushing myself through an 11.8 km run.

2024 started with me hitting our highest month with Softizing.

But 10 days ago, we got done over by a brand. (see comments for story)

I tried sending Slack messages and emails but they ghosted us.

The same day, I was swept away by 35 messages from my mom, all delivering bad news…

…Again.

I know myself, and I need a quick reminder of how strong I am in those moments.

Otherwise, I start feeling sorry for myself.

So, on a cold Saturday morning, I tied my shoelaces, put on my hoodie, and went for a 12 km run.

It was 4 degrees celsius outside, and my fingers were freezing despite sweating.

My neighborhood is rugged, with hills and uneven terrain, and my legs screamed for respite.

It hurt.

Every step was a battle, yet I kept moving, one foot after the other.

90 minutes later, I did it.

It sucked.

But I conquered my mind at one of my lowest points.

The run was painful yet enjoyable.
The same goes for entrepreneurship.

The beauty of the outcome is forged in the nastiness of the process.

You feel on top of the world one day, 
the next you’re crawling.

I’ve learned it’s not about how hard you hit.

It’s about how hard you can get hit, and still move on.

#mindset #entrepreneur

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