GTM Sauce

An emotional regulation app · B2C · text-wall ad example

Run short videos with a wall of text in the audience's own pain words

One of the main working formats; no numbers

Workedpaid-social

What they did

Short (~10s, ~3 clips, odd low camera angle) raw video mimicking content someone in their 30s-40s would post, with a text block on screen the whole time. Text uses identity/pain buzzwords the audience self-identifies with (e.g. 'Gentle reminder that if you're waiting on their text, delaying your response, over-analyzing a non-existent future... we made this app to rewire toxic attachments and support your emotional regulation'). Copy comes from Reddit research. Text walls can also be turned into statics on varied backgrounds (post-it notes, fonts).

What happened

Described as one of the main working formats; the text drives conversion.

In their words

Marcus Burke - How to Build a $2M/Month App (Copy Me)

Play from 11:55

… of certain styles that are usually originated in organic content. As you said, like this could be to some extent an organic piece. It would need tweaks. Another one that would be inspired by that are these kind of text walls. Ultimately, it mirrors the kind of content someone in their 30s, 40s would make. Gentle reminder that if you're waiting on their text delaying your response over analyzing a non-existent future we made this app to rewire

11:55

toxic attachments and support your emotional regulation 10 seconds long and then there's like it starts with the girl and with just like weird camera angle kind of like looking up at like her face it's basically just got three clip ad and then there's um the text on screen the entire time and the text in the end is what drives conversion here so you want to find these kind of text blocks that in the end people feel seen by, like your audience feels like, okay, like they understood me.

… rooted in a lot of Reddit research. And you can do that easily with LLM these days. So saying things like my emotional regulation, rewire toxic attachments, toxic attachments in the kind of wellness space is a big thing people kind of self-diagnose with, just like ADHD was before or overthinking. There are all these kind of buzzwords that are pop up in content quite a bit these days and kind of people self-diagnose with and self-identify with.

12:55

So if you manage to write like they would about this topic and you plug your product as a solution to that, that's usually kind of a pretty good strategy. And then again, they say here, we made this app just to prime for, you're going to land on the app store. This is an app product and make sure that people also install. How much less effective do you think the ad would be if you used language that was already a little bit more popularized and not quite like trendy or like rewire toxic attachments feels like that that phrase was probably invented like in the past

13:30

like five years but like what if you used like something that was a little bit older and like more well-known do you just feel like it's not as targeted and specific and like resonant with the audience. Any of these ads is going to run on meta in a ad set that is just broadly targeted. You rarely define targeting these days. It's always the algorithm doing it. So ultimately, the algorithm is going to pick your targeting based on the engagement …

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Tags: meta, creative, text-wall, audience-language, self-identification