Most media buyers test the same thing in 6 different ways.

They take one winning creative and make endless variations: different hooks, new thumbnails, tweaked copy.

After a month, they tested 16 creatives, but 14 were saying the same thing to the same people.

Introducing The 6/6/6 Rule

Test different problems, not different versions:

• 6 video creatives addressing 6 different customer problems
• 6 headlines speaking to 6 different customer pain points
• 6 ad copy variations handling 6 different customer objections

Think of it like fishing: you need different bait to catch different fish.

How To Find Your 6 Problems Every Week

Mine your data:

• Customer service emails: What problems do people mention before buying?
• Product reviews: What problems does your product solve?
• Sales calls: What objections do you hear most?
• Competitor reviews: What problems do their customers still have?
• Reddit & forums: What do people complain about in your product category?
• Facebook ad comments: What concerns do people voice or talk about in the comments?
• Amazon Q&A sections: What questions do buyers ask before purchasing?

 

Example problems for apparel brand:

1. "Can't find clothes that fit my body type"
2. "Nothing in my closet works together"
3. "Always feel underdressed for occasions"
4. "Clothes fall apart after a few washes"
5. "Can't afford to look put-together"
6. "Takes forever to find my style"

How To Turn Uncovered Problems Into NEW Creative

Same Problem, Different Video Angles:

Problem: "Can't find clothes that fit my body type"

• Version 1: Woman frustrated trying on clothes in fitting room
• Version 2: Side-by-side comparison of ill-fitting vs. perfect fit
• Version 3: Before/after transformation showing confidence boost
• Version 4: Real customer testimonial about finding their fit
• Version 5: Designer explaining how they solve fit issues
• Version 6: Multiple body types all looking amazing in same style

Same Pain Point, Different Headlines:

Pain Point: "Frustrated by bad-fitting clothes"

• "Stop Wasting Money on Clothes That Don't Fit"
• "Finally, Clothes That Actually Fit Your Body"
• "End the Fitting Room Nightmare"
• "Clothes That Fit Right the First Time"
• "Never Buy the Wrong Size Again"
• "Skip the Guesswork, Get the Perfect Fit"

Same Objection, Different Copy Approaches:

Objection: "Too expensive"

• Value focus: "Costs less than one shopping trip that doesn't work out"
• ROI focus: "Buy 3 pieces that work vs. 10 that don't"
• Comparison focus: "Same quality as $200 brands for half the price"
• Guarantee focus: "Love it or money back, no questions asked"
• Payment focus: "Just $20/month. Cancel anytime"
• Logic focus: "Quality costs less than constantly replacing cheap clothes"

Try This

1. Pick one customer problem you've never made creative about
2. Create 3 different video angles for that same problem
3. Write 3 different headlines addressing the pain point
4. Test against your current best performer

The biggest opportunity is the customer problem you're not talking about.

Different problems catch the attention of different people.

Stop testing 6 versions of the same message. Start testing 6 different customer problems.

Need Additional Help?

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