Monday, Feb 3

 In today’s newsletter 

• Video Intro Testing: Turn One Ad into Five High-Performing Variants

• There’s a reason 400,000 professionals read this daily

• The Streetwear Brand That Sells Out in Minutes—No Ads, No Influencers

• DTC Playbook: Lovevery's Amazon Product Display Page

• Latest News: Businesses pay more for online customers but see drop in conversions & more…

  Let's Dive Into It! 👇

Creating new hooks for every ad can feel overwhelming. 

But what if the best hooks are already in your video?

Instead of starting from scratch, look within the video to identify lines that can become your next attention-grabbing intro.

Here’s how to repurpose your existing content and test intros effectively.

Start with What You Have

Review your existing video ads. 

Look for lines or moments that naturally stand out—they might already have the potential to become powerful hooks.

These lines should fall into one of the three winning angles:

1️⃣ Curiosity-Driven
Hook your audience by sparking curiosity.
Example: “Okay, I need to share an absolute gem with you.”
This makes viewers pause and think, “Oh wow, what’s she talking about?”

2️⃣ Senses-Driven
Make the customer feel/sense/taste/use the product.
Example: “Oh my gosh, it’s velvety smooth with the perfect balance of sweetness and a hint of spicy caramel.”
This works because this makes them experience the product virtually.

3️⃣ Emotion-Driven
Tap into the emotional connection your product or story creates.
Example: “Each jar is hand-numbered and completely traceable”
Details like this make the audience feel the product is special, personal, authentic & rare.

How to Generate Variants from One Video

Here’s the strategy:

1. Identify 3–5 standout lines from the video.

   • Look for moments where the message is most compelling, intriguing, or visually captivating.

2. Edit the first 3 seconds of the video with each line as the intro.

   • Ask your editor/graphic designer to stitch the video smoothly.

3. Keep the rest of the video the same.

   • By isolating the intro, you can test performance without changing the body of the ad.

Why This Works

🔄 Maximizes ROI: You create one ad but generate 3–5 variants for testing.
💡 Efficient Testing: Quickly identify which angle resonates most with your audience.
📈 Scalable Results: Once you find the winning intro, scale it confidently.

An Example in Action

Original Video: A product ad for Organic Honey.

Results from Testing:

• V2 had the highest CTR of 3.96%

• V3 had the highest Hook rate of 41% & 5 sales in the last 3 days

• V1 has tanked with lower Hook rate and no clicks.

V3 is the obvious winner within the variants.

Your Playbook for Video Intro Testing

Next time you create an ad, remember this: You don’t need to reinvent the wheel.

Dive into your video, extract the best lines, and repurpose them as intros. You’ll save time, reduce costs, and multiply your chances of finding a winner.

P.S. Want help turning one ad into five scalable winners?
We specialize in creative testing and scaling strategies. 

Let’s chat!

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Trico has cracked the code on hype—no paid ads, no predictable drops, just pure demand. From masked founders to reverse psychology marketing, their strategy turns scarcity into millions. Want to know how?

Over the past month, our DTC Playbook series has provided in-depth analyses of several prominent direct-to-consumer brands. Here's a recap of the brands we've covered:

Graza, Mila Dumplings, AG1 and Away Luggage.

In our Sunday editions, we've shared detailed breakdowns for Graza and MìLà Dumplings. If you haven't had a chance to review them, you can find the comprehensive analyses in your inbox.

This upcoming Sunday, we'll be sending out the detailed breakdown for AG1, so stay tuned!

This week, we're excited to focus on Lovevery, a company specializing in stage-based toys and subscription play kits designed to support early childhood development. Co-founded by Jessica Rolph and Roderick Morris, Lovevery has reported impressive growth, achieving $226 million in revenue as of 2024 and attracting over 375,000 active subscribers globally. The company's valuation has soared to approximately $9 billion, reflecting its strong market presence and potential for future growth.

Weekly Breakdown:

• Monday: Lovevery - Amazon Product Display Page

• Tuesday: Lovevery - Ads

• Wednesday: Lovevery - Social Media

• Thursday: Lovevery - Website

• Friday: Lovevery - Email Flow

Today, let's delve into a key aspect of Lovevery's Amazon product display page.

One of the most critical elements for any Amazon product page are the product images.

Lovevery sets the standard with a truly comprehensive Amazon display that educates, engages, and converts. Where most brands upload generic white-background product shots, Lovevery has gone above and beyond to showcase their product's value and usability.

What Lovevery Does Differently:

• Image Strategy: They use 16 high-quality images and 3 engaging videos to cover every aspect of their product, from functionality to user experience.

• Informative Videos:

  1. Founder’s Story & Product Explanation: An 8-minute video narrated by the founder, presented like a heart-to-heart conversation between parents. It’s personal, relatable, and doesn’t feel like an ad.

  2. Key Highlights: A concise video showcasing the product’s standout features.

  3. Setup Video: A practical walkthrough that highlights how easy the product is to set up.

A Breakdown of the Images:

• Core Product Shots: Clean, professional visuals highlighting the product itself.

• Feature Callouts: Images explaining each feature and its benefits (like the “Batting Ring” or the “Play Guide”).

• Real-World Usage: Photos of babies and parents interacting with the product to build trust and relatability.

• Developmental Benefits: Visuals that communicate the educational and developmental advantages of the product.

Each image and video serves a purpose—building trust, answering questions, and showcasing the product in action.

Takeaway:

Lovevery’s approach to their Amazon product display page is a masterclass in storytelling and conversion. They’ve effectively used visuals and videos to make their product feel essential for their target audience.

For brands aiming to stand out on Amazon, the lesson is clear: invest in educating your audience, showcasing your product’s value, and creating a connection.

📰IN THE NEWS

👉Businesses pay more for online customers but see drop in conversions  

Businesses are spending more to acquire online customers, but conversion rates are dropping due to increased competition and changing consumer behavior. Higher ad costs and lower engagement are making customer acquisition more expensive and less effective.

👉Images Are Money

High-quality images are becoming essential for ecommerce success, influencing customer trust, engagement, and conversion rates. AI-powered tools now optimize images for SEO, personalization, and even interactive shopping experiences.

👉New Ecommerce Tools

New ecommerce tools include GMV Max on TikTok Shop U.K. for AI-powered ad automation, Wix’s YouTube Shopping integration for direct sales, and Test Squared, which connects sellers with verified testers for authentic reviews. These innovations enhance marketing, social commerce, and product credibility.

Have any questions that you need help with?

Ask here - look out for Friday’s issue where Ibrahim will answer them.

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