The Formula That Wins: Why "Five Reasons Why" Still Converts
Why Simplicity Wins in Digital Advertising
You don't need to reinvent the wheel. You need to make it spin faster.
According to John Gargiulo, CEO of AirPost and former Airbnb marketing lead, the best-performing digital ads are... formulaic. And that’s not a bad thing.
Think: “5 Reasons Why...”
Headlines That Hook
That headline works because it does 3 things:
Teaches something new
Appeals to curiosity
Promises clarity
Ads that feel like education, not a pitch, convert. Shoppers don’t want to be sold—they want to be smarter. That’s why proven structures keep winning. Whether it’s skincare, CPG, or DTC, a clear, compelling value proposition beats creativity for creativity's sake.
Why It Works?
We’re flooded with noise. So the winners are the ones who simplify. Just like hit songs often use the same four chords, the best ads use the same structure:
A scroll-stopping hook
Social proof or personal story
A surprising fact
A call to action
This isn’t lazy. It’s effective. Because ad fatigue is real, and the goal is relevance, not reinvention.
Want to Grow? Play the Hits.
When you're strapped for time and budget, don’t chase originality. Chase resonance. Build your "Top 40" lineup of ad styles and run your own greatest hits.
The best creative isn’t always new. It’s what works, again and again.
Want creative that drives growth, not just clicks? Follow Michael Maher and listen to TLG Podcast for more insights that actually move the needle.
