Timo

co-founder @frxmework // scaling DTC brands with creatives + funnels

[Timo @TimoWoorts]

another banger ad made by the team

why this ad works:

1. failed solution hook -> recognition creates attention
2. the mechanism -> explaining it visually
3. talking to a specific persona -> 'hey that is me' feeling

recognition, visual, specific

always take into account these 3 principles

an ad that is far from reality will not create recognition

an ad with a bad (or no) visual explanation is hard to understand, people understand better by watching than just listening

an ad that is speaking to multiple personas (or none at all) makes people walk away from their problem, 'oh they probably don't talk about me'

[Frame @frxmework]

Whiteboard-style ad for a telehealth brand.

[Timo @TimoWoorts]

AI song ads have been performing very well

the key metrics + main takeaways:

- high hold rate -> slow build up of the song does the magic
- low frequency -> great format for TOF to bring in new eyeballs in the funnel
- solid purchase rate -> with the right script framework you can convince the cold traffic to buy instantly

all of that combined a must have for most funnels

[Frame @frxmework]

AI song-style ad for a health brand.

[Timo @TimoWoorts]

@IgorWoorts 🧠

[Timo @TimoWoorts]

consistent 2x ROAS where the product is not even mentioned in the first 3 min. of the ad

perfectly executed framework where the viewer walks through the right sequence of:

- micro-moments
- symptoms
- inner reactions
- failed explanations
- pattern recognition
- root causes
etc.

before we even introduce the product

important to mention that we made at least 3 versions of the copy without changing the framework

just using slightly different words here and there
(yes type of language can matter a lot)

and only 1 winner came out on top

[Frame @frxmework]

Yapper VSL-style ad for a supplement brand.

[Timo @TimoWoorts]

check out this board for a tier list of 20+ formats: https://t.co/Hw8BEZWP5q

btw, in this AI era new formats are popping up almost every week, means that you need to stay on top the game

[Timo @TimoWoorts]

if 80% of your TOF ads are UGC,

you're not really testing creative diversity.

you're testing different versions of the same format.

your TOF should be a mix of:

- talking head
- podcast
- VSL
- animation
- authority
- whiteboard
- voice-over remix
etc.

same angle can perform completely different across each format.

diversify the FORMAT, not just the concept.

[Timo @TimoWoorts]

the most valuable skill in paid ads is CREATING demand.

a great TOF concept moves someone through:

1. unaware → “wait, I have this problem”

2. problem aware → “there must be a better way”

3. solution aware → “this actually makes sense”

4. product aware → “I want this”

the real art is turning someone totally unaware into a buyer of a product they never knew they needed.

[Timo @TimoWoorts]

great example of using an authority persona in your ads.

ted talk setting.
headset mic.
professional dresscode.

you instantly perceive her as credible.

works especially good if TRUST is the main buying barrier.

and that's exactly why we picked this format:

[Frame @frxmework]

TED Talk-style ad for a telehealth brand.

[Timo @TimoWoorts]

top 3 new formats that we see ripping rn:

1. song animation (min. length: 3 min)
2. paper animation (yes also for your niche)
3. authority talking head (medical experts)

winning concept + diversifying into new formats = $$$

[Timo @TimoWoorts]

focus should never be on just a couple of formats

especially in TOF we always try to add as many formats as possible

not just to find one winning format, but to create so much diversity that no potential buyer is left on the table

it’s the combination of multiple formats after each other that will convince a person to buy

so don’t worry if a new format has a shit ROAS, never turn it off

just lower the budget and let it run

and Meta will know exactly when a potential buyer just needs that one specific format to convince them to make a purchase

it’s called the format compound effect

[Timo @TimoWoorts]

been a great week so far.

new client onboarded in the telehealth with already some traction in the US.

this brand has the potential to scale to 7+ figures p/year in a very short time.

like Medvi Quad that scaled to a billion in just a year.

proud that the team is making a difference every single day.

by staying on top of the game in todays fast pacing paid ads landscape.

working 24/7 to become the best in what we do.

crazy times require crazy work ethics.

lets go 🫡

[Timo @TimoWoorts]

mastering the skill of paid advertisement is by far the most valuable asset as an entrepreneur.

[Timo @TimoWoorts]

for almost every concept that we test we always create 3 hook variants:

- different copy (first sentence should be unique)
- different opening shot (close-up, selfie, tripod, etc.)
- different pacing (fast cuts vs. slower storytelling)
- different on-screen text
- different B-roll sequence

play around with above and try to aim for a hook rate of min. 40%

[Timo @TimoWoorts]

*specifics depends on various metrics, such as: your market level, profit margins, rcr, etc. - but this is roughly were we aiming for

[Timo @TimoWoorts]

our take on ad account structure:

TOF -> 70% of your budget
MOF -> 20% of your budget
BOF -> 10% of your budget

the average target ROAS should be then:

TOF -> between 0.75 - 1.50
MOF -> between 1.50 - 3.00
BOF -> between 3.00 - 6+

[Timo @TimoWoorts]

@IgorWoorts peak life

[Timo @TimoWoorts]

@crowizard_stef @meetpluto Anytime 🤝

[Timo @TimoWoorts]

@minchoi Where can I find the prompt that you used to create this?

[Timo @TimoWoorts]

@ecomtomahawk 100% agree, acting provides data, then learn to leverage the data and automate the hell out of it

[Timo @TimoWoorts]

@peer_rich what was your main channel for talking with customers?