Myth-Busting
Myth-busting ads challenge common misconceptions or false beliefs held by your audience. These ads directly address myths, debunk them with compelling facts or examples, and position your product or service as the better-informed solution. They present myths followed by the truth and use persuasive messaging to build trust and steer the viewer towards your product.
Hooks/Headline Examples
- "5 Skincare Myths You’ve Been Falling For (And What Actually Works)"
- The Lemon Water Detox Myth: DEBUNKED
- Coconut oil on your face might be doing more harm than good
- 3 Common Myths About Hydration That Most Athletes Still Believe"
- What people think AI models look lie… vs. What they actually look like.
Tips & Recommendations
- Consider delivering the information from with support or through the POV of a credible/authoritative source. Think studies, experts, and fact-checkable claims. This is called Authority Bias and it will make people more likely to trust your ad.
- Actually conduct research to uncover misconceptions your audience unknowingly believes and would find surprised by when corrected. Don't just include info that's already widely understood.
- Try positioning your target audience as someone who might unknowingly believe the myth with a hook like, "3 Fashion Myths Most Men Still Think Are True…" This makes your target think, "Am I most men?" and prompts them to engage with the ad to confirm or challenge their own beliefs.Tie your product or service to the truth you’re revealing. Instead of just stating the myth, explain how your solution resolves the problem better than alternatives.Use contrasting visuals to show the “before” (the myth) and “after” (the truth). For videos, switch up shots or use overlays that reinforce key takeaways.
Why It Works
Myth-busting ads capture attention by addressing false beliefs that viewers may not even realize they hold. This taps into cognitive dissonance, where people feel compelled to resolve the tension between what they thought was true and the new information presented. By offering the truth and aligning it with your product, these ads build trust and position your brand as credible and knowledgeable.
These ads also position the viewer as someone who can gain an edge by knowing the "truth" that others don’t. When a myth is debunked, the ad appeals to the audience’s need to feel smarter, more informed, or ahead of others. By challenging widely held beliefs and revealing "hidden knowledge," these ads make viewers feel superior for understanding the truth, fostering a sense of exclusivity and empowerment. This is one of the fundament, "Life Force 8", desires from the book Ca$hvertising. It's the need to feel better, smarter, or more successful than others, often through comparison or accomplishment.
This format also speaks to a range of audience pain points in a single ad. Even if one myth doesn’t resonate, another might hit home, increasing the likelihood of engagement or conversion.
What to Avoid
Don’t focus solely on disproving the myth without clearly connecting it to your product or service as the solution, as this can leave the audience without a clear next step. Be cautious of a condescending tone when debunking myths; instead, approach the topic in a way that educates and empowers the viewer.
Make sure the information is digestible. Anything educational can go to deep, too far in the weeds, but these ads appeal to more people when they are easily understood.
