Walk into most creative meetings, and you'll hear people talking about colors, fonts, transitions, and music.
They are missing the point.
Design captures attention. Copy closes the sale.
If you remove the text from your video or image, does the user still know what you sell and why they need it? If the answer is no, your creative is failing.
The Text-Overlay Pyramid
In mobile-first advertising, most users watch with sound off. Your text overlays need to do the heavy lifting.
🎯 Level 1: The Identity (Seconds 0-2)
Answer: What is this?
Overlay: "The last hoodie you'll ever buy" or "For oily skin."
Mistake: Showing a logo without context.
🎯 Level 2: The Benefit (Seconds 3-10)
Answer: What does it do for me?
Overlay: "Cuts drying time in half" or "Sleep deeper instantly."
Mistake: Listing features (specs) instead of benefits (outcomes).
🎯 Level 3: The Objection Handler (Seconds 10-End)
Answer: Why should I trust you?
Overlay: "30-Day Money Back Guarantee" or "Used by 10,000+ moms."
Mistake: Assuming they believe you just because the video looks nice.
The "Mute" Test
Watch your creative on mute. If you can't figure out the offer within 5 seconds, send it back to the editors.
Your turn: Does your top creative pass the "Mute Test"?
