Your Reflex Writes Better Ads
🔥The stuff that hits you fastest is the stuff that scales, How seasonality inputs quietly wreck BFCM margins, and more!
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In this newsletter, you’ll find:
🔥 Your Reflex Writes Better Ads
📉 Black Friday Ad Inefficiency Exposed
🚀Tweet of the Day
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🔥 Your Reflex Writes Better Ads
There is something unusual about the content that truly stops you. It never announces itself. It never looks engineered. It simply hits you before you have time to think about why.
That pause is the creative truth. Not the polished hooks you brainstorm. Not the swipe files you admire.
The real signal lives in the instant where your body reacts faster than your mind. That involuntary moment is the foundation of what I call the Reflex Hook.
Because the best creative does not persuade. It interrupts.
Your Nervous System Always Tells the Truth
When you scroll with intent, you analyze. When you scroll for ideas, you compare. But when you scroll while tired, careless, or mentally offline, that is when your authentic attention shows up.
Your Reflex Hook comes from the moments when:
• Something feels too honest
• Something feels uncomfortably familiar
• Something feels like a sentence you need to finish
You pause not because the content is brilliant, but because something inside you feels momentarily exposed.
Your audience lives in that state constantly. They ignore crafted tension. They react to emotional collision.
Breakthrough Hooks Are Discovered, Not Manufactured
Most marketers try to “write” hooks. This is why most hooks feel like hooks and die instantly.
Creatives who outperform do something different. They collect their interruptions. They track the exact posts, statements, or moments that grabbed them before they understood why.
They do not copy the format. They extract the psychology. If a risky confession stopped you, the lesson is not the words. It is the dynamic. Your version becomes your confession, pulled from your own truth.
Human Wiring Doesn’t Lie
You can optimize messaging for personas, but you cannot localize instinct. People pause for the same primal reasons: Risk, Vulnerability, Contradiction, Curiosity, Self-recognition, Unfinished tension, Segmentation shapes delivery, and Instinct shapes impact.
Your Feed Becomes the Research Lab
The Reflex Hook Theory works because it turns your unfiltered behavior into creative intelligence.
You stop predicting. You start observing.
Pay attention to what you save at midnight. Pay attention to what you reply to twice. Pay attention to what you send to a friend with, “Look at this.”
Your own behavior is the most accurate focus group you will ever have access to.
The Real Creative Edge
You cannot reverse engineer virality, but you can reverse engineer your reactions.
When you study the moments your guard drops, you tap into the deepest layer of attention: the reflex. That reflex is the difference between content that tries to perform and content that feels alive. It is the difference between hooks you build and hooks you uncover.
If you want, I can write you the next article in this creative psychology trilogy, focused on a new concept:
The Distortion Gap: why the moments that feel slightly “off” are the ones that burn into memory.
📉 Black Friday Ad Inefficiency Exposed
Two major studies reveal how advertisers lose efficiency during Black Friday. One exposes how Google’s seasonality adjustments inflate costs, while the other shows massive Shopping ad waste on sold-out products. Together, they explain why BFCM margins collapse every year.
The Breakdown:
1. Smart Bidding Was Already Prepared - A three-year review of 6,000 advertisers shows Smart Bidding autonomously identified BFCM conversion spikes (2022: +17.5%, 2023: +11.9%, 2024: +7.5%). Seasonality inputs disrupted this logic, forcing early bid escalation and weakening ROAS despite the model already having historical retail signals built in.
2. Adjustments Create Cost Inflation - Seasonality adjustments tell Google to expect higher CVR, triggering aggressive bidding that often overshoots real lift. Advertisers who used them saw CPCs double and efficiency drop, while volume-first brands saw revenue spikes (2022: +50.5%, 2023: +52.8%, 2024: +39.9%) at the expense of margin.
3. Stock Gaps Generate Costly Waste - A ShoppingIQ audit of 500 retailers shows 97% continued advertising sold-out SKUs during BFCM due to slow feed refresh cycles (90% update every 24 hours).
4. Shopping Spend Becomes Vulnerable - With Google Shopping representing ~75% of U.S. retail search spend, out-of-stock clicks quietly drain budgets and degrade algorithmic learning. Without real-time stock syncing, advertisers unintentionally push misleading signals that depress rankings.
Black Friday efficiency fails not because demand softens, but because advertisers override Smart Bidding and allow out-of-stock waste to accumulate. The winning approach is simple: skip seasonality overrides, enforce live inventory accuracy, and guide Google with guardrails, not corrections.
🗝️ Tweet of the Day
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Wow, the 'Reflex Hook' idea truely hit me. What if AI could learn to predict those instantaneous reactions before we even think? That's kinda mind blowing.