A GROWTH EXPERIMENT · V1.0
STOP MAKING
MORE ADS.
FIND BETTER
REASONS.
Most ad tests change the creative. This one changes the reason people care. Discover new messaging angles by combining human motivation with buyer awareness.
5 HUMAN NEEDS5 BUYER MINDSETS25 STARTING POINTS
A DIFFERENT REASON
TO CARE ↘
TO CARE ↘
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✳
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A 5 × 5 THINKING TOOL ↗
ONE PRODUCT. MANY REASONS TO CARE. ✳ TEST THE ANGLE, NOT JUST THE EDIT. ✳ ONE PRODUCT. MANY REASONS TO CARE. ✳ TEST THE ANGLE, NOT JUST THE EDIT.
01 / THE FRAMEWORK
SIMPLE BY DESIGN.
SMART BY NATURE.
Inspired by Maslow’s hierarchy of needs and Eugene Schwartz’s awareness stages. We’ve translated both into a practical creative tool, not a psychological diagnostic.
01 / WHY THEY CAREHUMAN NEEDS
01◷
BasicsSave time, effort and resources
02◇
SafetyFeel secure and reduce uncertainty
03♡
ConnectionBelong and strengthen relationships
04✳
WorthFeel valued, respected and capable
05↗
GrowthLearn, create and realise potential
02 / WHAT THEY KNOWBUYER MINDSETS
01?
UnawareNot thinking about the problem
02!
Problem awareFeels the problem, not the solution
03↗
Solution awareKnows approaches exist
04◎
Product awareKnows your offer, needs a reason
05✓
Most awareReady, needs a clear next step
5 HUMAN NEEDS×5 BUYER MINDSETS=25 ANGLES
02 / THE GENERATOR
GIVE US
A URL.
GET NEW
ANGLES.
We look for what you sell, who it helps and why someone might care. Then we map it to 25 messaging directions, each with a hook, creative concept and a testing hypothesis.
↗ 25 angle directions↗ Hooks + creative concepts↗ Suggested testing priorities↗ Save + export your favourites
03 / THE ANGLES
YOUR NEXT
BIG IDEA?
Each square is a different motivation × awareness starting point. Explore the map, inspect the creative idea, then shortlist what deserves a real test.
25
YOUR MAP STARTS HERE.
Generate ideas from a public URL or launch the built-in demo to explore all 25 angles.