Kazuma

Obsessed with high converting statics.

[Kazuma @Kazumastatics]

this ad from happy mammoth has been running for months now with crazy engagement

and it's an ugly ad

so how does something like this pull numbers like that

it's because it's new to the human eye

when you see something weird, something you haven't seen before, your brain stops to figure out what it's looking at

that hand drawn style does exactly that

it almost gives this nostalgia of how a kid would draw their mom

and that hits different than another polished product shot

then "spare tire" instantly tells you we're talking about belly fat

no explaining needed, the customer already knows what it means

and instead of making it hard to understand, the copy is dead simple

it complements the before and after visual perfectly

easy to read, easy to get, paired with an art style you just don't see in ads

the messaging is creative but it doesn't sound like an ad

the visual doesn't look like an ad either

simple message, hand drawn, trust badges sitting quietly at the bottom

nothing about it screams "i'm selling you something"

and that's exactly why it sells

[Kazuma @Kazumastatics]

one thing i notice with statics is when the copy has too many pauses

imagine reading something, then a sudden pause, then another one

it breaks your flow and makes it annoying to read

when i build statics i minimize the pauses

that way the reader can digest the copy peacefully without thinking too hard

they absorb it quickly and keep moving

smooth copy feels easy to read

and easy to read means easy to believe

[Kazuma @Kazumastatics]

if i design for Outty ✍✍

[Kazuma @Kazumastatics]

how to spot a good static vs a bad one

good ones you understand at first glance

you know who it’s for, what it’s selling, and what you’re supposed to feel

all in one look

it’s super specific on who it’s targeting too. selling to anyone is selling to no one

bad statics? the design and copy are disconnected, saying two different things

everything looks too perfect, too polished, completely unrealistic

and you can tell there was zero research behind it

don’t underestimate statics

the good ones look simple

but simple is the hardest thing to get right

[Kazuma @Kazumastatics]

@thareensvj don’t know any suppliers but lmk if u need static, can help u scale

[Kazuma @Kazumastatics]

trying to challenge someone's belief head on is a losing battle

they'll just scroll past or argue in the comments

the smarter move is to go to reddit first

read what they've tried, what failed, what they're frustrated about, what questions they're still asking

because somewhere in that research is the exact belief that's blocking the sale

and once you know what it is you don't fight it

you meet them where they are

the visual does that job before the copy even loads

if the design looks like every other ad they've already ignored, they're gone before they read a single word

design something that feels categorically different

so by the time they hit the headline

the belief is already starting to crack

and the copy just walks them the rest of the way

[Kazuma @Kazumastatics]

@aporiabuilds Prolly their vids running this angle works really well, they just channel it to statics to convert them to sales

[Kazuma @Kazumastatics]

guys don’t expect too much if you’re just copy pasting statics from other brands and feeding them to claude without knowing the fundamentals

without knowing who your static is made for, who you’re trying to sell, what they actually feel

without even reading breakthrough advertising (Non-negotiable)

i promise you it’s not gonna scale

and if it did, congrats you won the lottery

[Kazuma @Kazumastatics]

most people making statics are just copying formats they saw work for someone else

without knowing why it worked in the first place

so the concept doesn't match the copy, the copy doesn't match the visual, and the whole thing just falls apart

the whole point of a static is to hit an emotion with the image and confirm it with the copy

if they're pulling in different directions the reader feels nothing

and people who feel nothing keep scrolling

[Kazuma @Kazumastatics]

A lot of brands treat statics like a video, where the visual is saying everything but the copy is still repeating the same thing

it's like telling a joke and then explaining what the joke means 💀

[Kazuma @Kazumastatics]

if your ad makes the customer feel stupid for having the problem

they leave

people don't buy from ads that make them feel bad about themselves

they buy from ads that take the blame off them

name the real enemy
the system, the misinformation, the hidden mechanism

shift it from "why can't I fix this"
to "now I know what's been keeping me stuck"

that's when the product becomes the weapon
not the lecture

[Kazuma @Kazumastatics]

the visual in your ad is like the body of a car

nobody buys the body

they buy what the car does to their life

same thing with design

nobody stops scrolling because your ad looks expensive

they stop because something in those first 0.3 seconds
felt true to them

a beautiful car body with no engine
just sits there looking good

people walk past it, say "nice"
and keep moving

that's most ecom ads right now

gorgeous. well-designed. completely still.

the body is the design
the engine is the copy

and you can't drive a body

[Kazuma @Kazumastatics]

@connor_m @Shopify @tobi @harleyf Dang bro congratulations🔥

[Kazuma @Kazumastatics]

772 comments on a skincare ad

and the headline is just: YES, IT'S PRICEY

most brands spend the whole ad apologizing for the price
this one made the price the argument

because there's a shortcut in your brain that never turns off
expensive = quality. cheap = corners cut somewhere.

so when Frøya admitted it upfront
they didn't lose trust
they built it

then they named what cheap actually means
toxic chemicals. hormone disruptors. fillers.
they didn't list competitors
they made cheapness itself the villain

then one line: "competes with botox"
botox is $500 a session
now the math in your head completely changed

40% off landed after all of that
and it didn't need to do any heavy lifting

the sequence is the strategy
price admission → villain → anchor → offer

flip that order and the whole thing falls apart

[Kazuma @Kazumastatics]

cold traffic doesn't care how your product works

they're not there yet

they're still deciding if they have the problem

most brands show up explaining the mechanism like a professor

to someone who hasn't even enrolled

MOF is where mechanism earns its keep
that's when buyers are comparing, researching, asking "but why is yours different"

give them the why there

BOF? just tell them why today. that's it.

wrong message at the wrong stage isn't a creative problem
it's a timing problem

and timing problems look like bad ads

[Kazuma @Kazumastatics]

@justsibaja they need me

[Kazuma @Kazumastatics]

Nobody talks about this but the sub-headline is doing 50% of the work in your static

most brands waste it
they repeat the headline in different words
or describe the product features
or stuff in another claim

the sub-headline has one job
take the avatar from the hook to the click

three ways it does that:
1. deepens the mechanism (why does this actually work)
2. names the enemy (what's making the problem worse)
3. shows the after (what life looks like when it's fixed)

pick one. commit to it. the rest is filler

if your sub-headline could be removed and the ad still makes sense
it wasn't doing its job in the first place

[Kazuma @Kazumastatics]

been thinking about this a lot lately

most ads die because they're trying to teach the avatar something new

but the avatar's brain hates being corrected mid-scroll
they don't wanna learn, they wanna feel understood

if your ad says "you've been doing it wrong"
they scroll past instantly
ego protection kicks in

but if your ad says "you've been doing the right thing, here's the missing piece"
now they're listening

stop fighting the beliefs they already have
build on top of them
that's the whole shift

[Kazuma @Kazumastatics]

@martindoesmoney 🐐🐐 lmk whenever u need some statics done i got u

[Kazuma @Kazumastatics]

@danieldwalton appreciate it man🔥

[Kazuma @Kazumastatics]

quick test for any static you make

cover the headline. does the visual still tell the story?
cover the visual. does the headline still make sense?

if both pass, the ad is locked
if one fails, the ad is broken even if both elements are good

most ads have a sync problem
the avatar feels the disconnect but can't name it
they just scroll past