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 :)

Get your people, process and tech aligned || SMB Consultant

There are so many moving parts in your business.

When all those parts move
→ Purposefully,
→ Efficiently and 
→ Consistently

💲 Your profits get a major boost. 💲 


But reality looks a little different - 

You have a great 𝘁𝗲𝗮𝗺 but sometimes

✖ People are working too hard or too little
✖ People aren’t happy and leave
✖ Hiring is a huge hassle

Everyone is 𝗱𝗼𝗶𝗻𝗴 𝘀𝘁𝘂𝗳𝗳 but sometimes

✖ Things are falling through the cracks
✖ There’s a lot of duplicate efforts
✖ Things seem to take much longer than they should

You’ve invested in 𝘀𝗼𝗳𝘁𝘄𝗮𝗿𝗲 but sometimes

✖ Your team complains they are a slave to the system
✖ You don’t have the transparency you were promised
✖ You wonder if it’s helping or making things harder


Let me help you make sure your

✔ 𝗣𝗘𝗢𝗣𝗟𝗘 are happy and engaged.

✔ 𝗣𝗥𝗢𝗖𝗘𝗦𝗦𝗘𝗦 are defined and refined. 
 
✔ 𝗧𝗘𝗖𝗛 𝗧𝗢𝗢𝗟𝗦 are designed to service your people and processes. 


Book a call or reach out in the DMs.

Raisy Sirote

PLEASE, for the love of all things good and holy - 


Don’t start the new year with all kinds of 
-> revolutionary AI integrations, 
-> strategic initiatives and 
-> transformational workflow overhauls


They don’t mean anything and your team knows it.


You’ll be right back here in 12 months from now.




Before you can innovate you need to focus on the boring, nuts and bolts of your business.


When you have a lean, clean machine 


From Sales through Fulfillment through Repurchase


Then we can try all kinds of new, fun things.




But boring comes first.


And with the right attitude - you can even enjoy it. 


What other meaningless phrases have you heard since the new year?

--------
Hi 👋 - I'm Raisy, thanks for being here!


If you are looking to
→ consistently deliver an exceptional customer experience
→ and build capacity to scale
→ without losing your mind or your top talent.


Reach out.


Want actionable steps with relatable examples straight to your inbox?
Subscribe here: www.thruprocess(dot)com/subscribe


🇮🇱 ❤ ליבי במזרח ואנכי בסוף מערב ❤ 🇮🇱
#standwithIsrael

Process Improvement so your customers become raving fans || Business Process Consultant for service based businesses

And episode 2 is live!


I always love talking to Yael Ishakis and having her on the podcast did not disappoint.

You'll hear about
- how she got into the business
- how her pre-approvals beat cash offers
- her strong opinion on people living within their means
and much more!

Links in the comment below - I hope you enjoy!

--------
Hi 👋 - I'm Raisy, thanks for being here!

If you are looking to
→ consistently deliver an exceptional customer experience
→ and build capacity to scale
→ without losing your mind or your top talent.

Reach out.

Want actionable steps with relatable examples straight to your inbox?
Subscribe here: www.thruprocess(dot)com/subscribe

🇮🇱 ❤ ליבי במזרח ואנכי בסוף מערב ❤ 🇮🇱
#standwithIsrael

I am very bad at mini golf


But I took my son to Monster Mini Golf



By hole #5, I was thirsty


There was a vending machine


That only accepted single dollar bills. 🤦‍♀️



I often have zero cash on me.


I had zero cash on me.


No drink for me.  No sale for the vendor.



Do you carry cash on you?

--------
Hi 👋 - I'm Raisy, thanks for being here!


If you are looking to
→ consistently deliver an exceptional customer experience
→ and build capacity to scale
→ without losing your mind or your top talent.


Reach out.


Want actionable steps with relatable examples straight to your inbox?
Subscribe here: www.thruprocess(dot)com/subscribe


🇮🇱 ❤ ליבי במזרח ואנכי בסוף מערב ❤ 🇮🇱
#standwithIsrael

The author can see how you vote. Learn more

What a time to be alive!

I’m not an early adopter. 


I’m risk-averse and hate surprises 

So when one of my clients contracted with a vendor

To build a custom piece of software 
on a small budget, in record time, using vibe coding,

I was HIGHLY skeptical. 
(If you’re not familiar, vibe coding refers to having AI write complex code with minimal prompting)



So I did my homework. 

👉 I reached out to someone in my network who's an early adopter with these things and he graciously gave me a 40 minute crash course on what has become possible in the last 18 months. 

👉 Then I reached out to my client's vendor to have him show me a demo of the MVP, the back end and his project plan. 

Bottom line, we’re living in exciting times!!


What used to cost hundreds of man-hours to the tune of hundreds of thousands of dollars has been cut by 80-90%.

And most exciting to me and my geeky heart?

You can build a prototype in minutes, allowing for user feedback much earlier in the process. 


Who knows what the next 18 months will bring?

--------
Hi 👋 - I'm Raisy, thanks for being here!

If you are looking to
→ consistently deliver an exceptional customer experience
→ and build capacity to scale
→ without losing your mind or your top talent.

Reach out.

Want actionable steps with relatable examples straight to your inbox?
Subscribe here: www.thruprocess(dot)com/subscribe

🇮🇱 ❤ ליבי במזרח ואנכי בסוף מערב ❤ 🇮🇱
#standwithIsrael

“Sometimes you need someone from the outside to hit you over the head a little bit.”


Direct quote from a client.

I think it's a compliment?


Should I make that my tagline? 🤣

--------
Hi 👋 - I'm Raisy, thanks for being here!

If you are looking to
→ consistently deliver an exceptional customer experience
→ and build capacity to scale
→ without losing your mind or your top talent.

Reach out.

Want actionable steps with relatable examples straight to your inbox?
Subscribe here: www.thruprocess(dot)com/subscribe

🇮🇱 ❤ ליבי במזרח ואנכי בסוף מערב ❤ 🇮🇱
#standwithIsrael

What's the one topic 
you could talk about for ten minutes straight 
without prep?


It's usually a topic you're very passionate about.

The topic you are naturally drawn to.
                   
For me, it's process. (surprise!)

So when Nechama “Nicky “ Norman asked me to join Malky Weinberger for a webinar to talk about the power of process - it was an easy yes.

Want to
👉 delight your customers?
👉 retain your good employees?
👉 stand out from your competition?
👉 pivot quickly as the market changes?
👉 deliver a consistent product/service, on time, every time?

Process is the secret sauce to scaling your business with sanity.

If you want to learn more about how to bring more of it to your business with a Q&A to answer all your burning questions, come join us tomorrow for a free webinar.  Link to register in the comments below 👇

What's your topic?
--------
Hi 👋 - I'm Raisy, thanks for being here!

If you are looking to
→ consistently deliver an exceptional customer experience
→ and build capacity to scale
→ without losing your mind or your top talent.

Reach out.

Want actionable steps with relatable examples straight to your inbox?
Subscribe here: www.thruprocess(dot)com/subscribe

🇮🇱 ❤ ליבי במזרח ואנכי בסוף מערב ❤ 🇮🇱
#standwithIsrael

taplio

The Battle

Shlomo Genchin

Raisy Sirote

Followers

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Performance ScoreShlomo Genchin's LinkedIn Performance

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taplio

The Battle

Shlomo Genchin

Raisy Sirote

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

Performance ScoreRaisy Sirote's LinkedIn Performance

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Performance ScoreShlomo Genchin's LinkedIn Performance