Shlomo Genchin – Boring Products, Fun Ads

The complete course for creating B2B tech ads that stand out and outperform

Learn the exact system I’ve used for dozens of brands, from startups to billion-dollar companies.

What You’ll Learn In Boring Products, Fun Ads

1. Warm Up

• Why SaaS is more sexy than soda.
• Meme ads: Low cost, high conversions.
• Minimum viable ads: Test before producing.
• The age of Brandformance: Grow your brand while driving results.

2. Research

• My process for learning tech products inside and out.
• Turn technical features and data into exciting stories, including Amazon’s Product Shot rule.
• Analogies: the bridge between the digital and the real world.
• A PR approach to B2B influencer marketing.
• Brainstorming 101: get more ideas in less time, all the time.

3. Find your Enemy

• Win your users’ hearts by throwing rocks at their enemies.
• Identify your users’ goals and aspirations.
• Villain Hunt Workshop: 6 types of villains in brand storytelling and how to find yours.
(Bonus: a 1-hour DIY workshop template.)
• How and when to bash your competitors (Incl. David vs. Goliath & Cold War Principles).

4. Creative Procrastination

• Uncover priceless marketing insights while goofing around.
• Create relatable ads that make users feel seen.
• The 12 side-by-side comparison frameworks.
• Join trends with topical and real-time ads.
• Turn product benefits into thumb-stopping visuals.

5. Work With Words

• The Phrase Pool: never run out of copy ideas.
• 2 simple copywriting techniques for headlines so good, you won’t need an image.
• Reduce cognitive load with the “Clear or Clever” rule.
• Recycle copy to save time instead of writing more of it.

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Transformations

• Before and After Tables: show users how your product will transform their lives.
• The Butterfly Effect: When your benefit creates a new problem.
• Visual Hyperboles: How to exaggerate without lying.
• Make fun Infographics with the “Serious but Silly” technique.
• Reductionism: a framework for zero fluff ads.

7. The Realm of Random

• Trigger ideas on demand with visual mind maps.
• Use lateral thinking to come up with pattern-breaking ads.
• Punchline layout: tell a story in a single frame.
• Never waste your captions again.
• Start with where: 116 settings for your ads that are not an office.

8. Static Ads to Video Scripts

• Turn your static ads into production-ready video scripts.
• How to write an ad synopsis.
• Write and format your scripts with AI even without any scriptwriting experience.
• Create visual storyboards that will help you present your ads.

9. Shift your POV

• See your product anew with unique perspectives and angles.
• Personification: Bring your product to life with a Character Questionnaire.
• Use the power of pop culture symbols.
Bonus: 250+ cultural homage ideas.
• Why using your product the wrong way will highlight its benefits.
• Create ads that activate the reader’s senses.
• Reverse World: Create a parallel universe to tell surprising stories.

10. Anti Ads

• Use marketing clichés and parody to reach a generation that’s immune to ads.
• Bonus: The Cliché Catalog (150+ ideas)
• Review mining: 85 keywords that will help you understand what your users really think and use it in your ads.
• Break the advertising 4th wall with self-aware ads.
• The “Flaw + Feature” method that will help your brand become more approachable.
• How to turn bad reviews into great ads and why you should write fake 1-star reviews.

11. Refine and Sell Your Ads

• Idea screening: Principles that will help you select your best ideas.
• Refine and compress your copy to make it stick. with and without AI.
• Pitching: My presentation template and arguments that will convince you boss or board to run your weird ads.
• Course summary: Cheat sheets and checklists that sum up the course’s key lessons and techniques.

Sale Page: Shlomo Genchin – Boring Products, Fun Ads

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