Ad Angles
The persuasion premise behind an ad - the why that makes someone care. 17 angles, each tagged with the buyer awareness stage it fits. The angle's stage is the hinge to the Hi5 Framework.
Problem / Pain Identification
Name a problem they don't yet know they have. No product, just the itch.
Problem-Agitate-Solve (PAS)
Name the pain, twist the knife, then hand over the cure.
Value-Based Education
Teach something genuinely useful for free. The product is the tool that makes it easy.
Mechanism / Why It Works
Explain the unique reason it works differently. Make the how into the hook.
Myth-Buster / Contrarian
Challenge a belief everyone accepts, then position your product as the new truth.
Us-vs-Them / Comparison
Compare against the old way or a generic competitor. Make the choice obvious.
Differentiation / Objection-Handling
Why THIS one beats the alternatives they're already weighing.
Before & After / Transformation
Show the change over time. Visual proof beats every adjective.
Social Proof / Crowd Logic
Everyone's switching. Lean on the herd.
Expert Authority
A credentialed voice vouches for it. Borrow their trust.
Founder Story / Origin
The personal why behind the brand. Struggle, then solution.
Objection Handler
Crush the number-one reason people don't buy.
Price-Objection / We're Not Cheap
Lean into the higher price as the selling point, not the apology.
Offer / Urgency / Friction-Removal
Lead with the deal, the scarcity, and the simplest path to buy.
Routine / Day-in-the-Life
Slot the product naturally into a desirable daily life.
Community / Join the Club
Sell belonging and identity, not just the product.
FOMO / Cultural Moment
Tie the product to a trend or the fear of missing the moment.