Hey Reader

and here is the latest-and-greatest from the podcast Intelligent Artifice

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Someone recently asked me:

And look: I get it.

You want your product to feel meaningful.

Life-changing, even.

That's why you want to have habit building loops in it.

But here’s the short answer to whether you should lead with it in your ads...

👉 Don’t try to get married on date one.

That first ad?

It’s NOT the time to pitch discipline, habit, or long-term transformation.

It’s the time to spark desire.

I say this after reviewing thousands of top-performing ads through our in-house analyzer: BruteForce AI, which scans every ad a brand runs and finds the hidden patterns in what converts.

And here’s what’s clear:

Almost nobody sells habit in their hooks.

Because nobody wants “build discipline.”

They want “that looks doable.”

Now sure: Duolingo breaks this rule.

They talk about streaks all the time.

But that’s because streaks became a meme.

They don’t need to explain what it means.

Most brands don’t have that luxury.

So what does work? Immediacy. Instant gratification.

✅ “Takes 5 minutes a day”

✅ “The lazy girl’s workout”

✅ “Do a full day’s work in 2 hours”

It’s NOT about telling them how hard they’ll need to work.

It’s about making them believe this could work for me, the lazy girl.

So here’s how to think about this:

📍 Hook = attention + ease

📍 Body = process = credibility

📍 Habit = built after the click (onboarding, not headline)

And once you see that?

You stop trying to preach commitment on day 1.

You meet people where they are: tired, distracted, unsure.

And you show them something simple, believable, and real.

And that’s how the habit starts: quietly, after the click, one moment at a time.

So if you’re spending $50k+/month and want creative that feels real, gets clicked, and drives real performance…

Reply with “JOURNEY”

I’ll show you exactly how structured creative testing can help you unlock scale and performance.

Later,

Shamanth