When you're working on messaging, sometimes the best insights come from flipping what people already believe. Two simple prompts I’ve been using to break down ideas and find new angles for a cowboy boots brand are: 1️⃣ Clichés of Owning the Product – What are the common things people assume about it? These can be both good and bad. For example, with Chisos: - "Cowboy boots take forever to break in." - "They’re expensive." - "You only wear them for special occasions." 2️⃣ Paradoxes of Those Clichés – How can you completely reverse those assumptions while still telling the truth? This helps surface unexpected insights: - Expensive? They actually save you money because they last longer than cheap boots. - Hard to break in? Chisos are comfortable from day one. - Only for special occasions? The boots you buy for events become the ones you wear every day. These two prompts help me cut through surface-level messaging and dig into what really makes the product different, whether for headlines, ads, or even deeper brand positioning. What’s your go-to process for finding small but meaningful insights?

👋 Hey everyone! I’m Juan, a Creative Strategist at Felix Media. I specialize in crafting high-converting ad creatives by combining consumer psychology, data-driven insights, and engaging visuals. We recently tested this Gengyve ad (a mouthwash brand), and it performed exceptionally well. Here’s why it worked: Winning Creative Breakdown ✅ The before & after visuals immediately show the problem (gum issues) and the solution (healthier gums), making it visually compelling and easy to understand at a glance. The transformation is pointed out. ✅ Instead of just talking about "fresh breath," this ad connects oral health to weight loss, overall body health, and bacterial protection, making it more relevant to a wider audience and to one of their main value propositions. ✅ The CTA aims to reduce friction, making it a low-risk, high-reward decision, which we have tested before, but this time attracted more conversions. This approach outperformed other variations. Since we are here, what other hooks or angles or tweaks do you think could make this ad even stronger?