Why Your Ads Aren’t Converting (Even If Everything Looks Right)

Hey everyone,

Welcome back for another bite to chew on.

Let’s set the scene.

You’re running decent ads. The creative is good. The offer makes sense. Targeting’s dialed in. But performance is still mediocre.

We’ve seen this movie more times than we can count. And 9 out of 10 times, it comes down to one overlooked mistake:

You’re speaking to the wrong level of customer awareness.

It’s like trying to sell a parachute to someone who doesn’t realize they’re on a plane that’s about to crash.

The product’s perfect for them, but the message doesn’t match they’re frame of mind.

We’ve helped dozens of brands fix this (and learned many a painful lesson at Obvi). So we built a system that’s central to how we approach ad messaging.

Let’s break it down 👇

🍽️ On the Menu:

• The 5 Awareness Stages (and why they matter)

• How to find messaging angles that convert

• The Angle Matrix: Message-Market Fit at Scale

EXCLUSIVE INVITE - FINALOOP’S ECOM FINANCE ACADEMY

Before we get into it, we're thrilled to invite you to Finaloop’s first-ever Ecom Finance Academy for 7 & 8 figure DTC and ecommerce founders.

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🧠 The 5 Awareness Stages (And Why They Matter)

Every potential customer lives somewhere on a spectrum — from completely unaware to ready to buy.

If your ad or landing page doesn’t match where they are, even the best offer will fall flat.

Here’s how to map that spectrum and craft messaging that aligns:

🔹 Stage 1: Unaware

They’re not shopping. They’re not even googling solutions. They’re just living with a problem they haven’t diagnosed yet.

Example: A tired parent who doesn’t realize their fatigue is linked to dehydration or poor gut health. 

Or someone with recurring skin issues who doesn’t know their detergent might be the culprit.

Your goal: Spark recognition. Make them go, “Oh wait… that’s me.”

Message approach:
“Your mid-afternoon energy crash might not be what you think.”
“Red bumps on your skin aren’t just allergies. Your laundry soap could be the real cause.”

You're not really selling. You're helping them connect the dots.

🔹 Stage 2: Problem Aware

They know something’s wrong. They’ve named the issue — but they don’t yet know how to solve it.

Example: A shopper who knows their back pain is posture-related, but hasn’t explored ergonomic chairs or cushions. 

Or someone aware they have bloating, but not that enzymes or probiotics could help.

Your goal: Validate the problem, then introduce the possibility of a solution.

Message approach:

“Is your desk a pain in your back? You’re not alone. Here’s a fix.”
“Big meals don’t have to equal bloating and discomfort.”

This is where curiosity and empathy carry the message.

🔹 Stage 3: Solution Aware

Now they know what type of solution exists, but they don’t know you (yet) or why your product is worth trying.

Example: They know magnesium helps with sleep, but they’re using a generic supplement.

Or they’ve heard of standing desks — but haven’t seen your version with built-in cable management.

Your goal: Differentiate. Show what makes your version better, easier, or more effective.

Message approach:
“Not all magnesium is absorbed equally. Here’s why our nano-formula actually works.”
“Our desk doesn’t just adjust height — it organizes your space and boosts focus.”

🔹 Stage 4: Product Aware

They know you. They've browsed your site. Maybe even added to cart. But they haven’t clicked buy.

They’re hesitating. Price, trust, results…something’s stopping them.

Your goal: Overcome objections and prove value.

Message approach:
“4,200+ five-star reviews and a 30-day risk-free trial. You’ve got nothing to lose.”
“Still on the fence? See how customers like you got [result] in just 7 days.”

This is where guarantees, reviews, social proof, and unique selling features shine.

🔹 Stage 5: Most Aware

They trust you. They’re just waiting for the right moment to pull the trigger (or return for another purchase).

Your goal: Create urgency, reward loyalty, or highlight novelty.

Message approach:
“Flash sale: 24 hours only.”
“New flavor just dropped — only for subscribers.”
“You asked, we delivered: the all-new nighttime formula is here.”

They don’t need convincing. They just need a nudge.

🙅‍♂️ The Awareness Gap That Kills Campaigns

Here’s where a lot of brands mess this up:

They mostly focus on stages 3 or 4 — the warm middle of the funnel — because that’s where it’s easiest to get a decent CPA.

But the real opportunity is stages 1 and 2. That’s where you fill your funnel with new audiences and fresh growth potential. 

They just require different messaging. Different creative. A different mindset.

You can’t shortcut them into conversion. But meet them where they are and you’ll find a whole new layer of profitable acquisition.

🔍 How to Find Messaging Angles That Work

Understanding awareness is half the game.

The other half is knowing what your customer actually cares about — in their own words.

Here’s how we do it at Obvi (and how you can too):

1. Mine Reviews and Surveys

Export every customer review and post-purchase survey you’ve got. 

Read them. Better yet, drop them into ChatGPT.

Look for:

• Patterns in pain points

• Unexpected benefits

• Exact phrases customers use

One insight we uncovered? A huge chunk of customers were buying our collagen for joint pain, not beauty. That became a whole new messaging pillar.

2. Talk to Real Customers

Nothing beats direct conversation with real customers:

• Set up 15-minute calls with recent purchasers

• Ask open-ended questions about their journey

• Listen for the exact language they use

• Probe into the specific moment they decided to buy

The goal is to hear their story in their words, not your marketing language. Pay attention to specific phrases like:

• "I was struggling with..."

• "What finally pushed me to buy was..."

• "I had tried X, Y, and Z but nothing worked because..."

These become gold mines for angle development.

3. Use AI to Find Hidden Patterns

Once you’ve got the raw feedback, run it through ChatGPT.

Prompt it to find:

• Common objections

• Repeated triggers

• Language themes by buyer type

We found entire clusters of customers switching from prescription meds due to side effects. That insight sparked our Ozempic vs. Collagen campaign (and it crushed).

👉 Check out a comprehensive breakdown of our persona and angle prompts 

4. Study Your Competition’s Gaps

Stalk their ads. Read their landing pages.

But also…go to Amazon and their website and read their 1-star reviews.

That’s where the unmet demand hides.

“Too expensive.”
“Didn’t solve my [X] issue.”
“Hard to stick with.”

Each one is a wedge you can use to differentiate.

🧩 The Angle Matrix: Message-Market Fit at Scale

Once you’ve mapped your audience and their pain points, it’s time to build a system.

Here’s what we use:

Each row = a pain point or persona.
Each column = a mindset.

Fill this out. Build creatives around it. Test methodically.

Then double down on what hits.

⚡ Real-World Impact: No New Product. Just New Framing.

We once ran a campaign for customers concerned with Ozempic’s cost or side effects.

They were solution-aware and looking for alternatives. They just didn’t know collagen could be one.

We didn’t change the landing page.
We didn’t change the offer.

We simply reframed the message, and it started to resonate in a way the generic ads hadn’t.

Sometimes, that’s all it takes.

A small shift in language that meets people exactly where they are.

🧰 Operator Toolbox

🍹 In NYC next week? Don’t miss this.
Poppi just got acquired by PepsiCo for $2B. Daily Harvest, the frozen food brand known for healthy eats, was recently bought by Chobani.

Now their marketing leaders are pulling back the curtain on how it all went down.

Catalyst Series: Brand Breakouts & Buyouts
🗓️ May 27 | 🏙️ NYC (location shared after RSVP)
Expect real talk, bold ideas, wellness cocktails, and great company.

👉 Request your invite here

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