Shlomo Genchin

tl;dr: I make fun ads for B2B tech and share what I learn along the way. 
DM or email for collabs: Shlomo@thecreativemarketer.net 
Now, here’s how my story…

Hey! I’m Shlomo. I live in Tel Aviv with my girlfriend, Michal :)

I like surfing, reading, and coming up with stupid memes and puns.

That’s why I decided to become a copywriter.

I didn’t really know how to learn copywriting, so I googled “the best copywriting school in the world,” signed up, and moved to Berlin.

After graduating, I worked at some of the world’s largest ad agencies in Europe, making ads for brands like Burger King, Coke, and Michelin.

One day, I got a call from a VC firm called Ground Up. I didn’t really know what Venture Capital meant, but it sounded cool, so I said yes. My new job was helping our 50 portfolio companies with their content and ads.

So I started testing the creative techniques I’d learned during my agency days with our B2B startups. 

The results were amazing – more clicks, more leads, more users.

Turns out B2B ads can be fun AND effective.

Since then, I’ve:

• Made ads for Semrush, AppsFlyer, Siemens, and dozens of startups.

• Given talks and workshops at companies like Monday.com, Amdocs, Artlist, and Lemonade.

• Sold 300+ copies of my course Boring Products, Fun Ads.

• Shared my free techniques and tools with 50k+ LinkedIn followers and 12k+ newsletter readers.

If you wanna collab or just chat about surfing, Ashtanga yoga, books, creativity, or anything else, drop me a line: Shlomo@thecreativemarketer.net :)

Head of Creative

Ground Up is a VC firm. I use creative marketing to: 
• Help our 45+ early-stage startups grow their brands and revenue.
• Create content and promote the fund.

“But does it have legs?”

My first teacher at Miami Ad School, Yigit, taught me that most ad ideas are just one-offs.

They only have one headline. One visual. One execution.
So even if the ad is great, its impact is... pretty limited.

Concept ads are different.

• They're scalable: One execution can turn into five.

• They’re fluid: A static ad can turn into a video, a tweet, or even a PR stunt.

• They’re contagious: Instead of looking for flaws, clients suggest more angles.

Here’s one of my favorite ad concepts ever:
It definitely has legs :)

I make B2B ads | Check out my course Boring Products, Fun Ads: loved by 400+ marketers from companies like Semrush, Apple, and Hubspot | Okayish surfer 🏄‍♂️

Ad hooks used to feel like a mystical thing everyone said I needed, but nobody really explained how to create one.

So I spent the past few weeks rewatching my favorite SaaS ads to find what really makes a great visual hook.

I found these 8 archetypes:

1. Setting: Pick an unexpected place or time. (e.g., LinkedIn)

2. Scale: Make your subject tiny, huge, or multiplied. (e.g., Mailchimp)

(*I learned this one from my friend Alex Garcia. 
Highly recommend following him.)

3. Familiarity: Use famous or nostalgic elements. (e.g., Monday)

4. Object: Focus on a unique object or prop. (e.g., Cake)

5. Character: Cast animals, aliens, or unique actors. (e.g., Miro)

6. Beauty: Show beautiful people, places, or designs. (e.g., Air)

7. Movement: Add eye-catching motion or visual effects. (e.g., Hootsuite)

8. Angle: Shoot from a unique angle or point of view. (e.g., QuickBooks)

And in tomorrow’s newsletter, I’m sharing my full visual hook gallery with 24 examples from top tech companies.

You know where to join :)

Hi, I’m Etashe, a content partner and community designer. 

Over the past five years, I’ve developed content for companies in the data, cybersecurity, and AI spaces, managed content strategy for editorial and e-commerce projects, and led community design for a marketing-career brand.

✨ I care and share a lot about…

→ Creating frameworks for content production.
→ Using insights from community behavior to inform content and product development.
→ Improving operational systems in content teams using workflows, collaboration hubs, and more.
→ Human behavior and how language influences it.

Outside work, I muddy my hands with many things: I design sketchnotes, make tickling tea, and write Letters of Consolation—a bi-weekly newsletter for moving towards calm, meaning, and connection as humans—etc, etc.

You'll often find me talking about content/community frameworks, principles, and systems here on LinkedIn.

Want to work together or say hi? Send a direct message!

Etashe Okpola

Here's how I design my work year using two systems: systems for executing and systems for documenting.

Execution systems help me ease into work without friction. They include;
- my brand stack
- my workflows for different project types
- a tools and resources database with 300+ resources
- a data and research library
- a research sources database with links to quality data sources

Documentation systems help me store my ideas, processes, new frameworks I develop while working, work pace, and work observations and lessons.

If you're designing your year, I recommend building systems that support how you work. Both systems simplify getting started at work and keeping tabs on growth.

I share more of my thinking around and templates for work in my newsletter, Craft & Machines. Click 'view my newsletter' in my profile to read if clear thinking and building systems and frameworks are your thing.

Etashe  Okpola

Week one back from the long break, and you're probably still trying to find your rhythm. 

Here’s what I do to return to work without struggling to settle in.

1️⃣ Before the break:

I make a simple list of the things I need to pick up in January. Not a detailed project plan, just enough context so future me isn't scrambling to figure out where to start.

2️⃣ Day 1 back, I:

 - Skim through work emails to note key projects or people to follow up with. 

 - Revisit notes from my last few meetings to help me remember what I committed to.

 - Review my pre-holiday list and make an action plan for the first week or two.

 - Lean on my systems so I can move straight into execution instead of trying to figure things out. (more on the systems I use in my next post).

What helps you ease back into work after a long break?

Lmk in the comments, and happy new year!

taplio

The Battle

Shlomo Genchin

Etashe Okpola

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taplio

The Battle

Shlomo Genchin

Etashe Okpola

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Shlomo Genchin's LinkedIn Performance

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Performance ScoreShlomo Genchin's LinkedIn Performance