Fix Creative That Looks Good Using 4 Points Strategy Framework
We’ve all seen it: a creative execution that’s stunning, award-winning, and absolutely, catastrophically useless. It’s a Ferrari with a lawnmower engine. You’re here because your creative looks good but feels like nothing. The 4 Points Strategy Framework is the autopsy you perform on that 'pretty' work to find out why it’s dead inside. It forces you to stop masturbating over hex codes and start solving a human problem before the client realizes they’re paying for vibes instead of results. If your ad looks like a masterpiece but reads like a generic greeting card, you don't have a design problem - you have a thinking problem.
The TL;DR
Stop making desktop wallpapers and call them ads. Use this framework to inject a spine into your pretty visuals by identifying the human friction (Problem), the uncomfortable truth (Insight), your actual weapon (Advantage), and the singular battle plan (Strategy).
Why This Stops Your Creative From Being Just Expensive Art
Pretty creative is easy. Effective creative is hard because it requires you to actually stand for something. This framework is the filter that separates the 'cool stuff' from the 'stuff that works.'
PROBLEM
If your 'Problem' is 'we need more brand awareness,' close your laptop. A real problem is 'People feel like idiots when they try to use our interface.' Find the human mess that your pretty visuals are currently ignoring.
INSIGHT
This is the Insight. It’s the 'Oof' factor. What’s the secret reason they aren't buying? Are they lazy? Are they pretending to be someone they aren't? If your insight doesn't feel a little bit rude, it’s just a boring fact.
ADVANTAGE
This is your Advantage. Not 'award-winning service.' Give me something real. Is it one-click? Is it indestructible? Is it the only thing that doesn't require a manual? This is the tool your creative must highlight.
STRATEGY
This is the Strategy. It’s the bridge between the 'pretty' and the 'purpose.' It’s one aggressive sentence that tells the creative team exactly what the work needs to do. If it can't be explained to a five-year-old, it's not a strategy; it's a hallucination.
PROBLEM
If your 'Problem' is 'we need more brand awareness,' close your laptop. A real problem is 'People feel like idiots when they try to use our interface.' Find the human mess that your pretty visuals are currently ignoring.
INSIGHT
This is the Insight. It’s the 'Oof' factor. What’s the secret reason they aren't buying? Are they lazy? Are they pretending to be someone they aren't? If your insight doesn't feel a little bit rude, it’s just a boring fact.
ADVANTAGE
This is your Advantage. Not 'award-winning service.' Give me something real. Is it one-click? Is it indestructible? Is it the only thing that doesn't require a manual? This is the tool your creative must highlight.
STRATEGY
This is the Strategy. It’s the bridge between the 'pretty' and the 'purpose.' It’s one aggressive sentence that tells the creative team exactly what the work needs to do. If it can't be explained to a five-year-old, it's not a strategy; it's a hallucination.
Ways You'll Screw This Up (And Keep Making Useless Art)
Avoid these if you want your deck to actually mean something
- ×Starting with the visual 'vibe' and trying to retrofit a strategy into it later.
- ×Defining the Problem as 'the client's sales are down' (that's a spreadsheet problem, not a creative problem).
- ×Using an Insight that is just a compliment to the audience (e.g., 'Our customers are smart').
- ×Confusing 'Strategy' with a tagline or a headline (Strategy is the logic, not the copy).
- ×Having an Advantage that is just 'we are the best' (Narrator: They were not the best).
- ×Ignoring the Insight because the visual team thinks it 'ruins the aesthetic.'
- ×Trying to solve four problems at once because you're too scared to pick a fight.
- ×Writing a Strategy that is so vague it could work for a bank or a taco stand.
If your creative is 'looking good' but doing nothing, you're just a high-priced decorator. Pick a point and stick to it.
Real Examples
High-End Skincare
Fixing a campaign that looks like a generic fashion magazine spread.
PROBLEM
People are overwhelmed by 12-step routines that make them feel like they're failing at being a human.
INSIGHT
They don't actually want 'glowing skin'; they want to spend 15 extra minutes in bed without looking like a zombie.
ADVANTAGE
A 3-in-1 formula that actually works as well as the individual products it replaces.
STRATEGY
Position the product as the 'Lazy Person’s Luxury' to weaponize the audience's desire for efficiency over vanity.
PROBLEM
People are overwhelmed by 12-step routines that make them feel like they're failing at being a human.
INSIGHT
They don't actually want 'glowing skin'; they want to spend 15 extra minutes in bed without looking like a zombie.
ADVANTAGE
A 3-in-1 formula that actually works as well as the individual products it replaces.
STRATEGY
Position the product as the 'Lazy Person’s Luxury' to weaponize the audience's desire for efficiency over vanity.
Cybersecurity Software
Fixing a tech ad that is just a blue shield and some 'innovation' fluff.
PROBLEM
Small business owners view security as a 'someday' problem until they get hit, then it's a 'death' problem.
INSIGHT
They ignore security because the jargon makes them feel stupid, and nobody likes feeling stupid in their own business.
ADVANTAGE
A 'Human-Language' dashboard that explains threats in terms of 'dollars lost' rather than 'packets intercepted.'
STRATEGY
Translate digital fear into a simple 'Business Survival' checklist that even a tech-illiterate CEO can master.
PROBLEM
Small business owners view security as a 'someday' problem until they get hit, then it's a 'death' problem.
INSIGHT
They ignore security because the jargon makes them feel stupid, and nobody likes feeling stupid in their own business.
ADVANTAGE
A 'Human-Language' dashboard that explains threats in terms of 'dollars lost' rather than 'packets intercepted.'
STRATEGY
Translate digital fear into a simple 'Business Survival' checklist that even a tech-illiterate CEO can master.
Electric Bikes
Fixing creative that just shows a person riding a bike in a sunset.
PROBLEM
Commuters hate the idea of 'cycling to work' because it means arriving as a sweaty, panting mess in a suit.
INSIGHT
They want the 'green' credit of biking, but their secret priority is not having to take a second shower at 9:00 AM.
ADVANTAGE
A 'No-Sweat' torque sensor that does 90% of the work on hills without looking like a moped.
STRATEGY
Frame the e-bike as a 'Secret Teleportation Device' that delivers you to the office perfectly chilled.
PROBLEM
Commuters hate the idea of 'cycling to work' because it means arriving as a sweaty, panting mess in a suit.
INSIGHT
They want the 'green' credit of biking, but their secret priority is not having to take a second shower at 9:00 AM.
ADVANTAGE
A 'No-Sweat' torque sensor that does 90% of the work on hills without looking like a moped.
STRATEGY
Frame the e-bike as a 'Secret Teleportation Device' that delivers you to the office perfectly chilled.
Frequently Asked Questions
The creative is already finished. Is it too late to use this?
It’s never too late to realize you’re about to set money on fire. Use it now to pivot the messaging before you go live and wonder why nobody clicked.
My designer says the 'Insight' makes the ad look 'ugly.' What do I do?
Tell them a pretty ad that fails is uglier than a focused ad that wins. Strategy isn't there to decorate; it's there to direct.
Can the 'Advantage' just be our low price?
Only if you want your strategy to be 'We’re the cheapest option for people who don't care about quality.' If that's the truth, own it. If not, find a real advantage.
What if the client wants to solve three problems at once?
Tell them they can solve one problem well or three problems invisibly. Strategy is about sacrifice. If they won't choose, you've already lost.
How do I know if my 'Strategy' sentence is sharp enough?
If you could swap your brand name for a competitor's and the sentence still makes sense, your strategy is garbage. Start over.
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