“The formula is simple, it’s just not that easy to do.”

I was watching the show about Vince McMahon and the WWE and in the first episode he says: “The formula is simple, it’s just not that easy to do.”

He was referring to creating the classic narrative between a babyface (hero) and a heel (villain) in WWE. The structure of a great story arc is something everyone can recognize—whether it’s in movies, theater, or even wrestling. The same principles apply to creating characters that resonate with an audience.

But here’s the thing: knowing the formula and executing it well are two entirely different beasts.

The same is true for ads. We all know what an ad is supposed to look like. You start with a strong hook, then dive into the problem and present a solution, followed by an irresistible offer, and finally, close with a clear call to action. The formula is straightforward.

Yet, despite this simple formula, I see countless ads on my newsfeed, Explore page, and For You Page that completely miss the mark. What’s the issue?

It’s not that these brands don’t know the formula. They probably do. The problem is they’re not executing it well.

You can know how to write a story, but if the character development is off or the pacing is awkward, the entire movie feels forced. It’s the same with your ads. If your hook isn’t compelling, the rest of your ad becomes irrelevant. If your problem/solution doesn’t resonate, your offer won’t land. And if your call to action is weak or confusing, you’ve wasted the entire production.

It’s a fine line. Ads need to feel seamless and effortless. The hook needs to grab attention, the problem needs to be something your audience actually cares about, and your offer needs to create urgency and desire. Miss any one of these, and your ad becomes a blur on someone’s feed, quickly skipped over.

The formula might be simple, but the magic is in the details. How well are you executing the basics in your ads? Are you just going through the motions, or are you fine-tuning every piece to make sure it hits hard?

Getting it right takes more than knowing the steps. It takes refining each one until your ad feels like a perfectly crafted storyline that pulls your audience in and converts them into a consumer.

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