🗃️Issue #75 Leather Goods Ad
In partnership with
📆 IN TODAY’S EDITION
Hi Marketer, in this Issue, we will be going over these ads:
1⃣ Leather goods ad
2⃣ Web hosting ad
3⃣ Home improvement lead gen ad
All 3 of these ads are insanely successful, top ads for each of the brands listed.
How could the ideas used here map to your business?
🤝 TOGETHER WITH
Your competitor just replied. You're still typing.
A lead comes in on Instagram. Another on Messenger. Three more on SMS.
Your team switches tabs, repeats answers, and loses context while hot leads wait hours for replies. At 2am, nobody responds at all.
That’s not a people problem. It’s a process problem.
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📦E-COMMERCE
Leather goods ad
If you want to see this ad that Bellroy is running, you can click here
The Hook
Two wallets, side by side, on a plain grey background. One is new. One is old, creased, darkened, worn at every corner.
Most brands would hide the old one.
Bellroy put it front and center, and that choice is the whole ad.
Your eye moves left to right, new to old, and you feel something shift before you even read a word.
The Reader
This is for someone who has bought a cheap wallet and watched it fall apart in six months.
They are tired of replacing things.
They want to buy once, buy right, and stop thinking about it.
They have probably already heard "premium leather" a hundred times this week, and they don't believe it anymore.
So you skip the claim and just show the wallet, ten years in, still doing its job.
The Proof
The aged wallet is the proof. No copy needed, no five-star review, no badge that says "made to last."
The darkened leather, the soft creasing at the fold, the way the color has gone deep and rich instead of cracked and grey.
That is what earned leather looks like, and every person who has owned good leather knows it on sight.
The Bellroy logo is pressed quietly into both, so the before and after belong to the same brand, not two different products.
The Slide
Your eye lands on the headline first, clean serif type, centered, nothing fighting it.
Then it drops to the two wallets, which are the whole argument.
You read left to right naturally, new to old, and that direction matters because it mirrors time.
Then the bottom line catches you, the repeat of "and last" with that little starburst drawing your eye in.
The slide runs like a quiet drumbeat, top to bottom, and it lands clean.
The Offer
There is no price, no discount, and no link shown in this ad. This is brand work, plain and simple.
But the offer is still there, buried in the image itself.
You are not buying a wallet for today. You are buying out of the wallet market forever.
The math is just two objects sitting next to each other, and your brain does the rest.
The Story
The story is one beat long.
You buy this wallet young.
You carry it for years. It ages with you, gets character, becomes yours.
The buyer who clicks this ad is not buying leather, they are buying the version of themselves that owns fewer, better things.
That is a real tribe, the people who are done with disposable, and this ad finds them fast.
The Brain Trick
This is loss aversion working through a mirror.
You look at that worn wallet and you do not see damage, you see time you did not waste.
The new wallet on the left is the trap you almost fell into again, the cheap one, the replaceable one.
The ad makes you feel the cost of buying wrong before it ever asks you to buy right. That is a quiet trick, and it is a very good one.
Steal This
Find your oldest product still in use, shoot it next to a new one on a plain background, and let the comparison do all the talking.
Write your headline as a simple statement of the obvious.
Then repeat the last three words at the bottom with a small visual accent, because the echo is what makes it land.
CTA: Shop Now
Landing Page: Link
🤝 TOGETHER WITH
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📦B2B
Web hosting ad
If you want to see this ad that Hostinger is running, you can click here
The Hook
Two email addresses, stacked on top of each other, and the gap between them is the whole pitch.
The top one is grey, faded, a little embarrassed.
The bottom one is bold, purple, cursor pointing right at it. You don't need to read the headline to get the joke.
The ad tells the whole story in two lines of text before your brain even kicks in.
The Reader
This is for the freelancer or small business owner who is still sending client emails from a Gmail or some random free address they made years ago.
They know it looks bad.
They have probably felt that small sting when a client asks for their website and they have to explain they don't have one yet.
They are not looking for a lecture on branding. They want someone to fix it fast and make it easy.
The Proof
The proof here is mostly visual, and it works because the comparison is immediate.
The grimacing face next to the free address and the satisfied face next to the custom one turns a feature into a feeling.
The Hostinger logo at the bottom adds a name people recognise in the hosting space.
The discount code is specific, not a vague "save today," but an actual code you can type in, which makes the deal feel real and ready.
The Slide
Your eye goes straight to the two email addresses at the top because they are the biggest, boldest thing on screen.
Then the cursor pulls you down, pointing into the headline below.
The purple highlight on the words "custom domain" breaks the headline into two beats, slowing you down at the important part.
Then the pink pill button with the discount code sits at the bottom like a finish line, and the Hostinger logo closes it out clean.
The Offer
The value math is simple and it is done for you right in the ad. Professional email plus custom domain, bundled together, with 10% off using a code you can see right now.
The dream is looking like a real business. The effort is clicking one button.
The discount code makes the deal feel exclusive even if it isn't, because a named code feels like something you got, not something everyone gets.
The Story
The story is a before and after told in two face emojis.
Before: awkward, unprofessional, a little cringey.
After: calm, put-together, sorted.
The buyer who clicks this ad is not just buying an email address.
They are buying the version of their business that looks like it belongs.
That is a short story, but it lands because everyone in the target audience has already lived the first half.
The Brain Trick
Status anxiety is the engine here, and it is running quietly under everything.
Nobody wants to be the grimacing face.
Everyone wants to be the smug one with the clean domain.
The ad does not say your current email is embarrassing. It just shows you two faces and lets you decide which one you are.
That small moment of self-recognition is what makes people click, because nobody wants to stay in the before.
Steal This
Pick the one thing your prospect is quietly embarrassed about, show it next to the fixed version, and use a face or a symbol to label which one feels bad and which one feels good.
Write your headline so the key phrase gets its own highlight color.
Then put a specific, named discount code in a pill button at the bottom so the deal feels personal, not promotional.
CTA: Get Offer
Landing Page: Link
🤝 TOGETHER WITH
Your ads ran overnight. Nobody was watching. Except Viktor.
One brand built 30+ landing pages through Viktor without a single developer.
Each page mapped to a specific ad group. All deployed within hours. Viktor wrote the code and shipped every one from a Slack message.
That same team has Viktor monitoring ad accounts across the portfolio and posting performance briefs before the day starts. One colleague. Always on. Across every account.
🛠️ Service
Home improvement lead gen ad
If you want to see this ad that [company] is running, you can click here
The Hook
Three numbers sit in a row across the middle of the ad, and that row is the whole trap.
You see $15,159 on one side and $27,580 on the other, and your brain immediately wants to know where you land.
The slider sitting right below them looks interactive, like you could grab it right now.
That one design choice turns a static ad into something that feels alive, and your thumb wants to move it.
The Reader
This is for the homeowner who just got off the phone with a contractor and has no idea if the number they heard was fair.
They are not ready to commit. They are scared of being taken.
They have probably already Googled "how much does a new roof cost" and gotten a useless range that told them nothing.
This ad meets them exactly there, at the moment of confusion, and hands them a number instead of another article.
The Proof
The national average framing does the heavy work here. It is not a made-up range from a contractor trying to anchor high.
It is positioned as data, something collected across the whole country, which makes the $21,369 feel researched rather than guessed.
The photo at the top shows real workers on a real roof, not a stock image of a smiling contractor in a clean shirt.
That gritty, working shot borrows the credibility of the job itself.
The Slide
Your eye goes to the photo first because it fills the top third and it is full of movement and color.
Then the dark blue panel below creates a hard stop, a stage for the numbers. The headline is big and clear.
Then the three numbers, then the slider, then the button.
Each element is one step down the ladder, and every step narrows your focus until you are looking at one blue button with a hand already clicking it.
The Offer
The offer is laid out in four words above the headline: instant, accurate, and free.
That is a complete sales argument before you even read the product name. Free kills the risk. Instant kills the wait.
Accurate kills the doubt.
The "Find your price" button personalizes it, pulling you out of the national average and into your own situation, which is the number you actually want.
The Story
The story is about control in a situation where most people feel like they have none.
Getting a new roof is one of the biggest checks a homeowner will ever write, and every step of the process usually favors the contractor.
This ad hands the power back. You find your price before they give you theirs.
You walk into that conversation knowing something, and that feeling is exactly what the ad is selling.
The Brain Trick
Anchoring is doing the heavy lifting, and it is doing it with three numbers instead of one. $15,159 plants the floor.
$27,580 plants the ceiling. $21,369 sits in the middle and feels like the safe, reasonable answer your brain was already looking for.
The slider below it makes the range feel like something you can adjust, which turns a fixed stat into a personal tool.
You stop feeling like you are reading an ad and start feeling like you are already getting your estimate.
Steal This
Take your most intimidating price category, find or build a national average data point, and show it flanked by a low and a high number so the middle feels like solid ground.
Put a fake interactive element in the ad, a slider, a toggle, a dial, anything that looks like it responds to touch.
Then write your button copy as "Find your X" instead of "Get started," because personal beats generic every single time.
CTA: Learn More
Landing Page: Link
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THAT’S A WRAP
And, that’s it from The Ad Vault…Thanks for reading this week’s issue.
I hope this inspired you to make 1% better ads than you would before.
See ya next week!
How did you like today’s newsletter?
Stewart
P.S: Read every reply; want something/need something? Send me an email: stewart@fullcrewmarketing.com or just reply to this email.