Shlomo Genchin – Boring Products, Fun Ads

Shlomo Genchin – Boring Products, Fun Ads

Learn the exact system I’ve used for dozens of brands, from startups to billion-dollar companies.

33 ad recipes

Step-by-step techniques with exclusive B2B examples that will help you create great ads no matter the brief or budget.

1. Warm Up

• Why SaaS is more sexy than soda.
• Meme ads: Low cost, high conversions.
• Minimum viable ads: Test before producing.
• The age of Brandformance: Grow your brand while driving results.

2. Research

• My process for learning tech products inside and out.
• Turn technical features and data into exciting stories, including Amazon’s Product Shot rule.
• Analogies: the bridge between the digital and the real world.
• A PR approach to B2B influencer marketing.
• Brainstorming 101: get more ideas in less time, all the time.

3. Find your Enemy

• Win your users’ hearts by throwing rocks at their enemies.
• Identify your users’ goals and aspirations.
• Villain Hunt Workshop: 6 types of villains in brand storytelling and how to find yours.
(Bonus: a 1-hour DIY workshop template.)
• How and when to bash your competitors (Incl. David vs. Goliath & Cold War Principles).

4. Creative Procrastination

• Uncover priceless marketing insights while goofing around.
• Create relatable ads that make users feel seen.
• The 12 side-by-side comparison frameworks.
• Join trends with topical and real-time ads.
• Turn product benefits into thumb-stopping visuals.

5. Work With Words

• The Phrase Pool: never run out of copy ideas.
• 2 simple copywriting techniques for headlines so good, you won’t need an image.
• Reduce cognitive load with the “Clear or Clever” rule.
• Recycle copy to save time instead of writing more of it.

6. Time and
Transformations

• Before and After Tables: show users how your product will transform their lives.
• The Butterfly Effect: When your benefit creates a new problem.
• Visual Hyperboles: How to exaggerate without lying.
• Make fun Infographics with the “Serious but Silly” technique.
• Reductionism: a framework for zero fluff ads.

7. The Realm of Random

• Trigger ideas on demand with visual mind maps.
• Use lateral thinking to come up with pattern-breaking ads.
• Punchline layout: tell a story in a single frame.
• Never waste your captions again.
• Start with where: 116 settings for your ads that are not an office.

8. Static Ads to Video Scripts

• Turn your static ads into production-ready video scripts.
• How to write an ad synopsis.
• Write and format your scripts with AI even without any scriptwriting experience.
• Create visual storyboards that will help you present your ads.

9. Shift your POV

• See your product anew with unique perspectives and angles.
• Personification: Bring your product to life with a Character Questionnaire.
• Use the power of pop culture symbols.
Bonus: 250+ cultural homage ideas.
• Why using your product the wrong way will highlight its benefits.
• Create ads that activate the reader’s senses.
• Reverse World: Create a parallel universe to tell surprising stories.

10. Anti Ads

• Use marketing clichés and parody to reach a generation that’s immune to ads.
  Bonus: The Cliché Catalog (150+ ideas)
• Review mining: 85 keywords that will help you understand what your users really think and use it in your ads.
• Break the advertising 4th wall with self-aware ads.
• The “Flaw + Feature” method that will help your brand become more approachable.
• How to turn bad reviews into great ads and why you should write fake 1-star reviews.

11. Refine and Sell Your Ads

• Idea screening: Principles that will help you select your best ideas.
• Refine and compress your copy to make it stick. with and without AI.
• Pitching: My presentation template and arguments that will convince you boss or board to run your weird ads.
• Course summary: Cheat sheets and checklists that sum up the course’s key lessons and techniques.