Vince Reed describes intentionally designing disruptive ads to drive engagement—using strong, outside-the-box attention-grabbers (he cites an "original slap ad")—while warning that attention tactics must remain tied to the core message. If an ad's hook pulls viewers away from the product or webinar landing page, it creates a harmful disconnect that reduces ad effectiveness.
We purposely try to create ads that create engagement. That's very difficult to do. I mean, like, for example, the original slap ad was perfect, right? It was so, like, outside the box. Like, people had to comment on it. So we're constantly trying to figure out ways to get a reaction, good or bad, but also trying to still stay on the message of what it is that we are trying to sell. Because sometimes people go way off with the attention grabber, and it's unclear. It's. It makes the ad unclear. If we aren't clear on our ad and they land right on the webinar, that doesn't do us any service. Because there's a disconnect. Right? We don't want there to be any disconnect.
