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 :)

Ptex Group

Working with a talented group of creatives writing magical marketing material - and growing and learning every day.

Senior Copywriter

ForwardSlash

Powering forward with a brilliant team of  web designers, creating ridiculously awesome, impossibly modern websites.

UX Writer

Just workin' for the taxman

One day this curious cat will retire to the sunny stone streets of Israel. Until then.... I'll continue forth, exploring the heartbeat of businesses and turning their stories into sparkly letter magic .

Freelance Copywriter

Socks and Basics

Store Manager

Elegant Headwears

Branded Packaging, Social Media presence, eCommerce Content (Amazon, eBay, Magenta), SEO Optimization

Senior Brand Manager

FYI Magazine

Articles. Interviews. Product and Book Reviews

Columnist

IsraelBookshop Publications

The Cliff Line (2008) and One Shot (2012)

Author

Ads + Websites ‣ Copy Hooligan for Ptex

Hi! I'm Mattie. Together, we'll use your knowledge and my keyboard to spin heads and speak human.

===

If you want your message to be so much more than word-lumps on a page...you've come to the right place, my friend!

We're going to give your site personality.

Personality that draws visitors in.

That makes them want to know you and work with you and buy from you (and love you and marry you and wait- wait sloooooow down)...all because they really really LIKE you.

Anywhere from "business casual" to "jeans & flipflops" -- you decide.

EXAMPLES

👴🏻 Mr. Oberlander wanted 'warm, inviting, and nostalgic'. His website is now a zeidy with twinkling eyes and cozy wool sweater:
https://www.oberlanderpassover.com

🤵🏽Bevel wanted cutting-edge. I dressed his web copy in some cool shades and a hip, narrow-cut sports jacket:
 https://www.bevelpayment.com

🤝 Cortland wanted a corporate, business-like site that drove home their expertise, but with a heart as warm as the team behind it:
https://www.cortlandinc.com

🚚 Axle Insurance needed a site that spoke eye-level (NOT down) to truckers. Their site now wears workboots and reading glasses - and shoots straight from the hip:
https://axleinsurance.com/

For many more examples...just ask;)

• Web developer? 
Let's team up. I'm a straight-to-the-point UX writer with 12+ years experience working with strategists and developers. 


Let's talk:
✉ copyhooligan@gmail.com

Mattie Holtzberg 💥

stop rolling your eyes about internal values.

If the ones you express are real. if they truly reflect who you are and how you operate, they become your lighthouse -- and a lighthouse for your entire team.

they tell everyone what's important at your company, and how you'd like everyone to work.

they tell YOU what types of employees to hire. what types of clients and projects to accept. what is a hard no for you, and what's a delighted yes.

they help you acknowledge when something is wrong for you and when something's is right.

Don't have a million. Have 2-5.

Here are mine:
-Collaborate
-Have fun creating
-Make it rain for clients

To me, having them down in black and white letters has been life-changing.

I collaborate
-I look for clients who respect my work, who I respect
-I seek to understand the bigger picture
-I don't fight for an outcome. but I don't let others drive the outcome. we do it together
-Even if something's not 100% my vision or how i'd do something, I keep an open mind and heart and embrace what's needed.

I have fun creating
-the best creativity can only happen from a place of joy
-I turn off the stress part of my brain and turn on the creative happy place when i'm immersed in working
-I enjoy the process, I enjoy learning and discovering and tinkering
-I actively seek to overplease clients who bring good energy to the table
-I 'consciously uncouple' from clients who continue to make the process too stressful

I make it rain for clients:
-I don't consider a job a success if the work wasn't effective for clients
-If I think a great creative idea won't bring results, I won't suggest it.
-If a client wants to do something that won't convert, I speak up

Do you have core values?

➤ Copy Hooligan for Creative Directors, CMOs, Agencies, Designers and Entrepeneurs | YOUR WRITE HAND™ | Brand Strategy, Campaigns, Websites, et al | Collaborate, have fun creating, and make it rain for clients

I thought R' Jacobson would say no, but we 'shot our shot' and he said yes :) And I'm over the moon because when a clip from R' Jacobson comes on, I always stop and watch. I literally couldn't think of anyone better. 

Rabbi YY Jacobson -- a HUGE yasher koach for being such a sport and letting us 'interupt' your drasha for waiting couples all around the world.

May the funds the auction brings in be a tremendous zechus for you and your family.

Agency: Ptex Group
Art director: Mushky Ginsburg Polak
Concept & copy: me
Animator: Pinpoint Media

At the request of Bonei Olam's raiser team, I put pen to paper on the most gut wrenching, heart breaking genuine stories. evergreen ones they could use long-term.

Like a woman who's younger sister gave her parents their first grandchildren.

we recorded. we animated. but then Bonei Olam shared it with some of their couples for approval -- and the videos hurt them in all the wrong ways. they didn't want to feel this exposed, or vulnerable, or 'nebbach'. they didn't want people to overanalyze if and how they were hurting.

"But...but... it will bring in so much MONEY" I kind of sputtered, at a loss. e

To which they gave the most beautiful answer:We're here to help our couples first. that's the whole point of Bonei Olam. If we have to sacrifice some fundraising strength not to hurt even one couple, it's not even a question for us.

So I dug deep. I rewrote. I think these stories came out strong and emotional and evocative.

I'm happy and proud.

They aren't the absolutely devastating videos they once were. I don't know that they'll stick with people for quite as long, but they will stick with people.

And i'm proud to work with clients who truly put humans first.

Copy: me
Art direction: Mushky Ginsburg Polak
Animator:Pinpoint Media
Voiceover artist: Etty Goldberger

who is doing Lightstone DIRECT's marketing? Very rare to see such a strategic build in our community. 


Seeing David Lichtenstein on Meaningful Minute. A week later, seeing his company on YouTube ads. The messaging is clear, direct, value driven and impactful. The offer is compelling and feels so trustworthy.

I'm sure there's so much more creative being distributed and so many more pieces to this puzzle I haven't even seen yet.

Well well done. All the things I don't have time to express. But just wanted to give it a shout out, and if it's you, take a bow. Or at very least take credit, so I know who to admire from afar.

Much respect.

It's been a life well spent,
but a lifetime spent yearning
Late nights, 
day breaks,
stolen for learning
Pillar of strength
but inside, 
soul's burning
My honor supporting,
but today it's my turn, in:
ירושלים של מעלה 
WHERE SKY TOUCHES EARTH

ngl, this one's my favorite of the whole campaign.

First off, the visual: you feel like a fly on the wall, peeking into someone's private moment. you want to know more.

Second, the substory/poem: I legit felt like Nissim Black spitting verse. ok like, i'm definitely not on the level but still had a lot of fun with the rhythm and rhyme here -- and in expressing a deeply felt sentiment of a potential Jsky buyer.

Agency: Ptex Group
Art Director: Mushky Ginsburg Polak
Designer: Miriam Reifman
Concept & copy: me :)

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