Welcome back to Marketing Qualified! Here’s what we’re talking about this week:
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Make relatable ads. 2 clever hacks to stop the scroll.
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The truth about competition. Why you should try more things.
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👀 Make relatable ads
There’s an interesting ad framework that we’ve seen out in the wild a lot lately.
We call them “Relatable Ads.”
These ads have a highly relatable visual or text element that gets people to stop scrolling, while still naturally connecting back to the promoted product or message.
Relatable visuals
A couple of methods work well here:
1) Play on nostalgia
Use imagery that ties back to something the audience has memories of. Think movies, shows, video games, music, experiences, etc.
2) Play on everyday experiences
Use imagery related to things the audience interacts with a lot. Think stuff like getting constant email or Slack notifications, that person in a Zoom meeting who constantly forgets to unmute, having a million browser tabs open simultaneously, etc.
Relatable text
This one is a little bit harder, but it works very well if you can manage it.
Being clever here helps.
Modify a well-known saying or idea to connect it to your product or service.
📰 In the news this week.
✉️ Ready your inbox: The brands are coming to Substack.
🤖 How AI chatbots keep you chatting.
🔗 How to make the most of LinkedIn’s Conversions API tool.
💰 An explainer on attribution modeling.
🔍 Is SEO still relevant in the AI era? New research says yes.
🥊 The truth about competition.
Ever avoided trying an emerging marketing tactic because you thought: “I’m too late. It’s already too competitive”?
Here’s why that’s wrong…
Sure, a lot of B2B marketers talk about trying new things. But most of them are unserious about execution.
Here’s a thought experiment: Imagine 1,000 B2B marketers who all want to master the same new tactic as you—let’s say LinkedIn video content.
Here’s what your competition actually looks like:
🔴 Too afraid to try: 500 people
They’ll spend months “researching” and planning, but never hit record. Analysis paralysis wins.
🔵 Give up within 3 failed attempts: 300 people
They post a few awkward videos, don’t see immediate results, and quit. “Video doesn’t work for our industry,” they’ll say.
🟢 Moving way too slowly: 150 people
They post one video every few weeks and wonder why the algorithm ignores them. Consistency isn’t optional.
🟠 Got distracted by shiny object: 48 people
They started with LinkedIn videos but pivoted to TikTok ads, then AI chatbots, then whatever the latest guru is pushing.
🟡 One other person (your actual competition): 1 person
They’re posting consistently, testing different formats, and actually iterating based on what works.
The reality? You’re not competing against 1,000 people. You’re competing against maybe one other serious marketer.
The next time you hesitate to try something because “everyone’s already doing it,” remember: most people aren’t actually doing anything.
😂 Marketing meme of the week.
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