CMO @ Heatmap.com

Building the future of creative operations @ CreativeOS. Using this machine to make the world a more creative place through less busy work and more time to create!

Chase Mohseni

I've seen brands spend $30K on a video shoot and get beaten by a product shot with three arrows on it.

That's basically what happened here.

Hiya's kids sunscreen ad is two hands holding a tin and three callouts. Headline says "Fits Any Routine." 

There's nothing impressive about it creatively.

But it's doing exactly one job at exactly the right moment - answering the three questions a parent has right before they buy:

Is it messy? No. 
Can I carry it? Yes. 
Does it work for real life? Beach, park, school days - yes.

No desire creation. No lifestyle fantasy. Just objections killed cleanly.

This is what I think about every time a brand asks me why their retargeting isn't converting. 

Nine times out of ten they're running inspiration ads to people who already want the product. 

Those people don't need a mood board. They need one last question answered.

Know what job your ad is doing. 

Everything else follows from that.

Founder/CEO @ CreativeOS - streamlining your creative process.

Tomorrow I am jamming with Sarah Levinger and Matthew Gattozzi
 about all things ads and creative strategy on Creative Playbook from CreativeOS

If you want to get better at turning those impressions into conversions - come join us. (Sign up in the comments)

I keep seeing the same ad creative mistake everywhere.

Broad creative → collection page → zero conversions.

No focus = no conversion.

Here are 3 insights that came up during Creative Playbook this week with Sarah Levinger & Matthew Gattozzi:

1. The fatal mismatch

Everyone is making broad ads with no angle and sending them to the broadest page possible (collections, best-sellers).

Then wondering why nothing converts.

No focus = no conversion.

The fix: Match your creative to your page type. Static ads need deep landing pages. Video ads can work with simpler pages. And collection pages only work when people already know your brand.

2. Sell to the buyer, not the user

This came up on the STEM kit breakdown and it's the mistake most kids product brands make.

Parents don't buy STEM kits because their kids need physics lessons. They buy them to feel like good parents investing in their child's confidence.

Show the kid's face when they crack the code. Show "my kids are asleep—look at what they built tonight."

The parent is the buyer. The kid is the experience. Sell emotional ROI.

3. Category psychology matters more than you think

Jewelry ≠ kids products ≠ supplements. Different products need completely different approaches.

Example: Jewelry is one of the only categories where consumers want it to be expensive. Don't sell attainability—sell exclusivity and craftsmanship. And for the love of god, use harsh lighting to make stones sparkle. Soft lighting kills jewelry ads.

If you’ve made it this far and want to do deeper - get your full breakdown here.

I've been thinking about how all marketing strategy looks the same now.

Same playbooks. Same hooks. Same templates. Same "proven frameworks."

Then I read about Hermes - they've been in business for 186 years.
Worth $220 billion.

No marketing department. No ads. No discounts. Ever.

One sentence from a former CEO explains why:

"We don't have a policy of image. We have a policy of product."

Here's what that means for you today...

In 1837, Thierry Hermès opened a harness workshop in Paris.

He wasn't building a fashion brand.

He was solving a problem: horses' movements were hampered by poorly-sized equipment.

His solution was the saddle stitch — two needles, two waxed threads, tensile opposition. Only done by hand.

One stitch became the foundation of a $220B company.

Not a logo. Not a slogan. A stitch.

By 1919, the automobile was killing the horse industry.

Most equestrian businesses panicked. Pivoted. Chased trends.

Hermès asked one question:

"What can we make with our hands here that will interest our clients today?"

Not: what's trending? Not: what are competitors doing? Not: what does market research say?

What can we make with our hands?

The most iconic bags in luxury fashion history were never designed as fashion.

The Haut à Courroies (1892) — designed to carry saddles.

The Bolide (1923) — first bag with a zipper. Designed so things wouldn't fall out during travel.

The Kelly — designed in 1935 as a "ladies' bag with straps."

No campaign brief. No focus group. No influencer strategy.

They made functional things beautifully. Fashion came later.

Here's what kills me:

Hermès made the Kelly bag for 20+ years before it became famous.

It wasn't even called the Kelly until 1956.

They didn't need the world to validate the product.

They trusted the craft.

While everyone optimizes for speed, Hermès built the opposite model.

One craftsman makes each bag. Start to finish.

A Kelly takes 18-20 hours of handwork.

New artisans don't touch a product for sale until they've apprenticed for 18 months to 4 years.

Slowness wasn't a bug.

It was the brand.

By 1935, Hermès had survived an entire industry dying.

They did it without:

→ A marketing department 
→ A single advertisement 
→ A discount, ever 
→ A product designed by committee

They only asked one question: "How do we make this better?"

The selling took care of itself.

Here's what this means for you today:

Everyone's asking "how do I market this?"

The better question: "Is this good enough that marketing becomes irrelevant?"

In a world of AI-generated everything, craft is the last moat.

Speed is the default. Slowness is the differentiator.

Make things no one asked for — but everyone needs.

Trust the work before the market validates it.

Hermès spent 20 years making bags nobody cared about.

Then they became the most valuable brand on earth.

Patience isn't a weakness. It's the whole strategy.

I recently looked at a funnel from Caraway Home (love them) for their airtight food storage containers.

At first glance, everything feels polished. The brand aesthetic is strong, the product photography is beautiful, and the experience feels premium.

But when you look at the ad → landing page transition, there’s a subtle breakdown that many eCommerce brands make.

The Ad

The creative leads with authority:
“Trusted by the Experts” + Good Housekeeping Award Winner.

It’s a powerful trust signal. The image reinforces the message too - the containers are shown in a real pantry environment, communicating organization, freshness, and everyday usefulness.

So the click motivation is clear:

This is a trusted, expert-approved storage solution.

The Landing Page:

After clicking, the user lands on a standard “Shop Food Storage” category page.

Instead of reinforcing the authority message, the experience immediately shifts to:
• filters
• product grids
• quick shop buttons

The funnel goes from persuasion → browsing.

That’s where the coherence drops.

What Works Well

• The product visuals match the ad perfectly
• The brand aesthetic is consistent (clean, premium, minimal)
• Users can quickly see product options, pricing, and ratings

So visually, the experience is cohesive.

Where the Opportunity Is: The landing page doesn’t continue the story that drove the click.

A few small changes could dramatically strengthen the funnel:

- Carry the authority message forward
- A hero section like “Award-Winning Airtight Storage” with the Good - Housekeeping badge would reinforce the click motivation.
- Introduce the category before the product grid
- A short benefit section explaining freshness, non-toxic materials, and pantry organization would turn the page into persuasion - so it's not not just browsing.
- Highlight a starter set or best-seller first

This reduces decision scroll fatigue and gives users a clear starting point.
The takeaway

This is a common pattern in DTC:

Great ad → solid product page → missing persuasion layer.

The funnel looks coherent, but the message continuity breaks after the click.
Often, the fastest conversion wins come from fixing that moment.

Curious how others handle this:

Do you usually send paid traffic to product pages, bundles, or category pages?

Money printing websites is the goal.

How you do that: Come to Creative Playbook with me, Shaun Brandt, and Taylor Davies from Oddit & CreativeOS.

Learn what makes website great or not so great. There will be plenty of both. 

See you there tomorrow at 11am PST.

Link to sign up in comments.

I used to work in manufacturing during college. Traveled to China. And at the time, the pace of innovation felt genuinely wild.

You could video call a factory in Shenzhen, hold up a camera to show them what you were looking at, share files back and forth in real time, and they’d be prototyping on the floor within hours. 

That felt like magic in 2007, 2008.

Today at CreativeOS , we have our version of that. A customer drops async video feedback. It hits our team channel. 

We jump into a voice room, talk it through, get aligned. 

Someone pulls the specs together, APIs get connected, a design gets rendered, code gets pulled. All of it lands in staging for testing.


Start to finish: a few hours.

What blew my mind two decades ago now feels like table stakes. And I think that’s actually a beautiful thing.

Innovation isn’t a threat when you’re in service of people trying to build something real. (Pls read this again)

It’s just the game moving forward.

Happy Friday.

The brands overthinking creative are losing.

But so are the ones pumping out AI slop.

And somehow nobody's talking about the middle.

Here's what I see running CreativeOS - there are two types of brands getting absolutely crushed right now:

Brand A spends 3 weeks on a single ad. Endless revisions. Pixel-perfect. They launch 1 concept, pray it works, and wonder why CAC keeps climbing.

Brand B discovered AI and now they're shipping 50 ads a week that all look like they were made by a microwave. Same generic hooks. Same stock-looking visuals. Zero brand. Zero soul.

Both are losing to Brand C.

Brand C gets it. They move fast AND they give a damn. They start with proven structures - not a blank canvas, not a ChatGPT fever dream. 

They put their brand into it. Real voice. Real angles. Real creative decisions made by a human who understands their customer.

Then they test at volume.

The difference is massive:

1) speed without slop
2) volume without looking like everyone else
3) templates as a starting point, not a final product
4) AI as a tool, not a replacement for taste

(Hot take: the brands that use AI to SKIP the thinking are going to get wrecked by the brands that use AI to do MORE thinking, faster.)

The bar for creative is about to split in two. The slop merchants will race to the bottom. The brands with real taste and real speed will pull away from everyone.

One more thing.

If your AI slop ads are "working" right now - don't get comfortable. That's arbitrage. You found a window where the bar is low. That window always closes.

The brands building real creative muscle right now are going to eat you alive when it does.

Where are you seeing the most AI slop right now? I have thoughts 👇

AI Powered Facebook Ads Strategist | Paid Media Consultant | DTC Brands | Demystifying Unit Economics & Human Psychology with Neuro Disrupter Creatives & Messaging Frameworks.

Do you want to generate LESS sales than you did in the last year?  

NO...  

Seriously No? then keep reading.  

Most often, a lot of business owners sometimes get frustrated by not being able to scale their brand past $500k profitably along with all-time high advertising costs and huge concerns with IOS 14.5 & Interest targeting going away resulting In bad performance & low ROAS.  

Well, I help business owners like that to fix their offers, their ad account & campaign structure with a hyper-targeted content strategy so they can generate consistent sales to scale their brand from $100k to $500k-$1M+ range in revenues with proven Ads Framework so they can focus on more quality stuff.  

Strategy: Attention + Conversion x Optimization= ROA - Return on Attention   


There are 5 crucial steps I take when onboarding a brand.

➟ 1. Research & Development
➟ 2. Content Ideation & Planning
➟ 3. KPIs & Launch
➟ 4. Management & Optimization
➟ 5. Reporting & Iteration based on Data



Value-Added Services:  

- 1 on 1 Coaching 
- Ad Account Audit 
- Campaign management  
- Conversion Optimization 
- Brand Strategy Consultation 
- Business Manager & Tracking Setup  

My name is Malik Rashid, Founder @ Adaptive Media Solutions to help e-commerce brands scale with predictability and confidence.

Having to spend 13 years & and 7 months on brand advertising campaigns has taught me a thing or two about what works and what doesn't.


FREE CONSULTATION: calendly.com/1one1/consult

I do help Direct to Consumer Brands to Ignite their revenue with proven ads frameworks.

- http://adaptivemedia.solutions


Have you given up on growing and scaling your brand?

Malik Rashid

You can't wait until... LIFE isn't hard anymore before you decide to be happy!

what If I say, I've 2% chances of SURVIVAL... but 2% is not ZERO percent.

2% is SOMETHING and I wish people knew, how AMAZING it is :)

If you are reading this... You must be going through some hardships in your life otherwise... you won't had come this far after reading the first line...

You might had felt at some point, its even hard to breathe or you breathing doesn't matter anymore... and must be waiting for it to stop...

Na Na...

I've been doing marketing for life and I don't find value in getting known, to be on stages, to be traveling around the world - to be showing off the type of brands I'm working with or how much results I'm helping generate the brands. 

None of this matters and the matter of fact is that, I'm just keeping myself busy in work to distract myself.

I've seen people flaunting their work, accomplishments and more...I guess you know what I'm talking about... 

Then the script gets a TWIST...

You got a realization of all these hardships, problems, the never ending mountain of hurdles are the actual blessings leading you toward the RIGHT path, THE CONNECTION... with your higher power... communicating with you in ways you right in the moment... you are not ALONE... just a little more patience....

You learn, all the problems are actually the blessings, you learn you MATTER without any validation...

- You learn your every single tinniest matter is in the hands of higher power, you realize the words you say moves people, you realize when you stand your ground nothing can STOP you or SHAKE you.

I'm just typing as it's coming to my mind... no matter who you are where you are.... when you feel it's ending... think of journey when you are on the road because to reach your destination, you'll come across, turns, bumps, jumps, broken roads, sings, signals...  THOSE are just there to ensure your capacity is being built for what's coming next. 

Marketing doesn't have to all the shinny objects, it should be the facts presented in way that hold attention, said in a way that felt personal. Marketing is not manipulation its optimization for TRUST, Experiences, Beliefs, values, things that matters to us. 

You realize why you came this far.. despite everything? You're doing the job you hate the most? you're living when you feel like it doesn't matter anymore?

because.....

The story hasn't started yet for you..... AND.... It's start with YOU.... Yes, YOU... so what the hell you are waiting for to be happy for?

Marketing is: Doing the things you hate doing... for all the right reasons.

Peace.

#paidSocial #socialmediamarketer #facebookads #agencyowner 
#performancemarketing #aiforads

AI-Powered Facebook Ads Strategist | Marketing Director | DTC Brand Strategy Consultant | Serving Since 2011

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The Battle

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