Hi Reader

Ramit Sethi talks about how someone once asked a well-known information product marketer:

“Who’s going to read a 20-page landing page?”

He laughed.

“Yeah, no one will… except the buyers.”

That line stuck with me.

Because it’s true.

Buyers: the ones leaning in: don’t want just a headline.

They want details. They want specifics.

And yes:

Simple before-and-after ads still work.

• They give proof.
• They make it tangible.
• They show a transformation.
• They create a moment of clarity: “I want that.”

But the best-performing ads go beyond the highlight reel.

..beyond the 'instant' transformation.

They show the middle.

Why?

Because the middle is what makes the transformation believable.

It’s where:

✅ The struggle lives

✅ The doubt creeps in

✅ The small-but-real wins appear

Most brands skip that.

They show Step 1 and Step 10: and hope the audience fills in the rest.

Because they think users will be impressed by amazing transformations.

That can work if you are showing a movie or entertainment.

But the buying brain doesn’t work that way.

Buyers want to know:

Showing the messy middle answers that.

It gives context.

It builds trust.

And yes: it converts.

(even if you dont take it to 20 pages of copy).

That’s why some of our top-performing ads show the progression, the process. Here is an example structure...

✅ Day 1: “I wasn’t sure if this would work…”

✅ Day 7: “Still messy, but I stuck with it.”

✅ Day 14: “Something shifted.”

✅ Day 30: “It finally clicked.”

Not showing an 'instant transformation'

but showing the 'messy middle'.

showing the d7 uncertainty.

Showing the progress.

Not polished.

Not perfect.

But true.

And truth sticks.

If you’re spending $50k+/month and want creative that goes beyond “before-after”…

…and actually gets into the messy middle - to be believed, clicked, and scaled...

Reply with “JOURNEY” and I’ll show you how we apply this structure across every possible vertical to help unlock massive scale.

Later,

Shamanth