Start Backwards Move Upwards

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In this Newsletter, you will find:

🚀 Writing Ads Backwards: A Game-Changing Strategy

📺 YouTube Tips for Captivating CTV Audiences

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🚀 Writing Ads Backwards: A Game-Changing Strategy

Most ad creators swear by starting with the hook—after all, grabbing attention is the goal. But what if flipping the process could unlock better results? Writing ads backward—concept first, script second, and hook last—allows you to build a stronger foundation, ensuring every element flows seamlessly. Here’s why this unconventional approach works and how to master it.

1. Start With the Concept: The “Why” of Your Ad

Before you dive into flashy hooks or clever copy, ground your ad in its core idea. What is the 

main problem your audience faces, and how does your product solve it? By starting with the concept, you ensure the ad stays focused on delivering value.

How to Execute:

• Pinpoint a single, compelling idea. For example, instead of “our skincare is natural,” focus on “how this routine saves your skin and your time.”

• Ensure your concept aligns with the desires of your target audience.

Pro Tip: The concept is the backbone. If it doesn’t excite you, it won’t excite your audience.

2. Write the Script: Build the Story First

Once the concept is solid, craft the script. This is where you tell the story, address pain points, 

and showcase your product’s benefits. By fleshing out the script first, you build the emotional and logical narrative before jumping to attention-grabbing tactics.

How to Execute:

• Use frameworks like PAS (Problem, Agitate, Solve) or QUEST (Question, Unexpected Event, Solution, Transformation) to structure your script.

• Ensure the script flows naturally and guides the viewer toward the solution you’re offering.

3. Finish With the Hook: Make It Unmissable

Now, craft a hook that ties it all together. The hook should highlight your concept while borrowing emotional elements from your script. It’s the magnet that pulls your audience in, built on a foundation of storytelling and purpose.

How to Execute:

• Test curiosity-based hooks (“What’s really in your skincare routine?”) or challenge assumptions (“You’ve been washing your face wrong this whole time”).

• Use quick visuals or bold statements to stop the scroll immediately.

Writing ads backward may seem counterintuitive, but starting with the concept ensures clarity and focus. By grounding your ad in a strong idea, crafting a meaningful script, and then nailing the hook, you create content that flows naturally and delivers results. Try it—and watch your ads transform.

📺 YouTube Tips for Captivating CTV Audiences
Insights from YouTube

With connected TV (CTV) viewership skyrocketing, YouTube has shared key tips to help creators tailor their content for the big screen. Considering that YouTube now sees over a billion hours of content consumed daily on TVs and ranks as Nielsen’s top streaming platform, optimizing for CTV is more important than ever.

The Breakdown:

• Track TV Engagement via Analytics: Use YouTube Analytics to monitor how your audience engages with your channel on CTV. By filtering for “Device Type” in Advanced Mode, you can identify TV watch time, and new subscribers from TV, and discover which content resonates most on larger screens.
  and
• Create for High-Quality Playback: Since many TVs support 4K, ensure your uploads match this resolution for polished visuals. Focus on good lighting during filming and consistent color grading during editing to deliver a professional viewing experience that immerses your audience.
  
• Thumbnails Matter: TV screens enlarge thumbnails, making their quality and resolution critical. Ensure they are visually appealing and optimized for big-screen impact to draw viewers into your content.
  
• Episodic Content Hooks Audiences: Build your channel around episodic or recurring themes to encourage repeat viewing. Familiar characters or recurring storylines can help captivate and retain CTV audiences.
  
• Optimize Your Channel Page for TV: Channel pages also get “supersized” on CTV, so design clean, high-resolution visuals (2560 x 1440 pixels, 6MB max) that pop on big screens. Make navigation easy and visually appealing.

As CTV consumption continues to grow, applying these strategies will help your YouTube content shine on TVs, driving better engagement and long-term viewer retention. It’s time to think big—literally!

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