Marisha Lakhiani: The Winning Formula Behind Top Performing Advertising Creatives

Marisha Lakhiani is Head of Marketing at Mindvalley – a learning experience company that publishes ideas and teachings by the best authors in personal growth, wellbeing, spirituality, productivity, mindfulness, and more.

On average, customers see 6000-10000 ads per day. Your brand is competing with all kinds of brands. You are competing with large brands, small brands, and everything in between. So how do you stand out and get your brand seen? The way to do this is through really great advertising, the type that educates, intrigues, and invokes action. 

The Non-Ad Advertising Revolution

1. Is the Viral Non-Ad the Future of Advertising?

Viral non-ads are the future of advertising. A great viral non-ad will still include the two most important aspects of an ad, to take the customer from unaware to most aware and to give value to the customer. These ads are shorter, raw, use storytelling, are entertaining, and are impressionable. Large brands such as Mint Mobile, Apple, Audi, and more are using non-ad ads.

2. Mindvalley and Non-Ads

Mindvalley broke many advertising records in 2020 using non-ad ads. Company achieved 45% YoY growth, broke records in creative ROAS, doubled its social media revenue, and found that non-ad ads work on all platforms because they are not traditional ads. Non-ad ads work.

3. Five Secrets Ingredients behind Mindvalley ROAS Creatives:

The first secret ingredient is to identify the protagonist, as in who is the hero of your non-ad ad? The hero should be likable and relatable as well as create an emotional association.  

The second secret ingredient is movement. No one likes boring ads. Action in ads keeps the viewer engaged. Make sure to move around, move your hands, and use props to keep the ad from becoming dull. 

The third secret ingredient is to edutain your viewer. This consists of educating the viewer while entertaining and engaging them. Give the viewer a new perspective, make it memorable, and remember raw works fine, so there is no need to over-engineer your ad. 

The fourth secret ingredient is placement. Don’t sell to the viewer right away. Also, don’t reveal your offer right away. Try to tie in the proposal at the end of your ad.  

The fifth and final secret ingredient is to keep it short. Learn from social and try to keep your non-ad ads from 15 seconds to one minute.

4. Get the Scripting Template to Apply It to Your Own Business

Use a scripting template for your non-ad ads. A simple template includes a hook, an intro, an anchor, and a new reality. 

Key Takeaway

To create a tremendous non-ad ad, follow the 5 secret ingredients. Remember always to keep the ad entertaining and informative as well as short. These ads are replacing traditional ads and can be used on all platforms, making them unique. Finally, remember to have fun and engage authentically with your audience.