Why Scroll-Stopping Creatives Matter
Your ad is competing with holiday photos, memes and Reels — so unless it stops the scroll, it won’t be seen. This formula helps you write copy and choose creative that hooks people in, builds interest, and ends with a strong call to action — all while staying true to your brand voice.
The 5-Part Scroll-Stopping Formula
1. Hook (Primary Text – First Line)
Grab attention in the first 1–2 seconds. Start with a bold statement, question, or pain point that speaks directly to your audience.
Examples:
“Struggling to fill your diary with new clients?”
“Still relying on word of mouth?”
“This changed how I attract leads — without dancing on Reels.”
2. Core Message (Middle Copy)
This is your opportunity to introduce the transformation you offer. What problem are you solving? What makes your offer different?
Example fill-in:
“You deserve a [product/service] that actually [benefit]. That’s why we created [brand/offering].”
3. Social Proof or Specific Outcome
Use a customer quote, statistic, or clear business result to back up your offer.
Examples:
“I’ve helped over 50 clients transform their skin and confidence.” (Aesthetics)
“Most clients feel stronger and more energised in just 4 weeks.” (PT)
4. Call to Action (CTA)
Make it crystal clear what you want people to do next — and give them a reason to act now.
Examples:
“Book your free consultation today.”
“Get instant access to the guide.”
“Try it risk-free.”
5. Creative Checklist
Before publishing your ad, check the following:
High-contrast or brand-aligned imagery
Faces or hands in action (adds relatability)
Clear headline or overlay text
Product/service shown in use or context
Consistent fonts and brand colours
Optimised for mobile viewing
Copy and visuals work together to tell a clear story
Bonus Tip: Speak to One Person
Use “you” language. Make your ad feel like a conversation — not a billboard. You’re not speaking to everyone, just the right someone.
Ready to Test It?
Now try writing your next ad using this format. Don’t overthink it — the goal is clarity and connection, not perfection.
