docs/competitor_ad_analysis.md

# Competitor Ad Analysis: What They Do Differently

Analysis of 20+ competitor GLP-1/weight-loss ads vs. our current creative system. Focus: **new ad angles, concepts, visuals, and psychological triggers** we’re underusing or missing.

---

## 1. What We Already Do (Brief)

Our system already uses:

- **Accusation openers** (“Still Overweight?”, “Another Failed Diet?”)
- **Curiosity gap** (“Thousands Are Losing Weight After Discovering THIS”)
- **Specific numbers** (lbs lost, timeframes, sizes)
- **Before/after proof**, **quiz/interactive**, **authority**, **identity**, **FOMO**, **urgency/scarcity**
- **Future pacing** (“Picture yourself at your goal weight”, “6 months from now…”)
- **Simplicity** (“No willpower needed”, “No diet. No exercise.”)
- **Loss aversion** (“Every day you wait is another day wasted”)

So the gap isn’t “we don’t have the category” — it’s **how** they execute these ideas and which **new combinations and formats** they use.

---

## 2. New Angles & Concepts They Use (We Don’t or Underuse)

### 2.1 Biology vs. Willpower Reframe

- **Them:** “What If Weight Loss Wasn’t About Willpower?” → “It was never about willpower. It’s about biology.”  
  Sometimes paired with **crossed-out labels**: “Lazy” / “Undisciplined” / “Weak” → “None of these.”
- **Us:** We have “If Willpower Has Never Been Enough” and “No willpower needed” but don’t own the **paradigm shift** (willpower = wrong frame; biology = right frame) or the **label-striking** visual.
- **Takeaway:** Add a dedicated **“biology_not_willpower”** angle: reframe the problem, validate struggle, then introduce GLP-1 as the biological lever. Visual: crossed-out negative labels + “None of these.”

### 2.2 Validated Failure / “Last First Day”

- **Them:** Grid of many “DAY 1” entries, most crossed out; one circled/checked. Headline: “This Is Your Last First Day.” CTA: “MAKE TODAY DAY 1.”
- **Us:** We have future pacing and loss aversion but not the **repeated false starts** metaphor or the “last first day” promise.
- **Takeaway:** New angle **“last_first_day”**: acknowledge many failed Day 1s, then position this one as the final, decisive start. Visual: handwritten-style grid, crossed-out DAY 1s, one highlighted.

### 2.3 Skepticism-to-Belief (Myth-Bust)

- **Them:** “I Thought GLP-1s Were a Scam. I Was Wrong.” Visual: “GLP-1 IS A SCAM” with “SCAM” crossed out. CTA: “SEE THE SCIENCE.”
- **Us:** We don’t explicitly **name and negate** the “scam” objection or use a first-person “I was wrong” narrative.
- **Takeaway:** New angle **“skeptic_to_believer”**: lead with the objection, then flip it and invite proof (science). Visual: crossed-out “SCAM” (or similar) on notebook/document.

### 2.4 Nostalgia + “Fit Back Into What You Love”

- **Them:** “Remember When You Could Wear Anything?” → “GLP-1 could help you fit back into them.” Visual: jeans + measuring tape on fabric. CTA: “FIT INTO WHAT YOU LOVE.”
- **Us:** Nostalgia exists in the generic angles framework but isn’t applied to GLP-1 as **clothing freedom / past self**.
- **Takeaway:** New angle **“nostalgia_clothing_freedom”**: goal = reclaim ability to wear what you want, not just “lose weight.” Visual: aspirational jeans/wardrobe + measuring tape, warm and personal.

### 2.5 Justified Scarcity (Quality, Not Manipulation)

- **Them:** “We cap monthly enrollment for quality care.” Progress bar “87% FULL” + “10,000+ joined” + “Spots Are Filling Fast.”
- **Us:** We have urgency/scarcity and countdowns but not **justified** scarcity (we limit to protect quality) or **progress bar + social proof** in one unit.
- **Takeaway:** New angle **“quality_capped_scarcity”**: scarcity framed as **benefit** (better care). Visual: progress bar (e.g. 87% full) + big social proof number (10,000+) in one layout.

### 2.6 Future Regret (One Year From Now)

- **Them:** “A Year From Now, You’ll Wish You Started Today.” Two paths: green upward “50 lbs lighter. Best year ever.” vs. grey flat “Same weight. Same regret.” Calendar 2026/2027. CTA: “CHOOSE YOUR 2027.”
- **Us:** We have future pacing and loss aversion but not the **explicit one-year regret** or **two-path choice** visual.
- **Takeaway:** Strengthen **future_pacing** with **regret framing** and **two-path visual**: “A year from now you’ll wish you started today” + diverging paths (positive vs. stagnant).

### 2.7 Scroll Guilt / Opportunity Cost of Time

- **Them:** “You’ve spent more time scrolling than this takes.” Under a “Free 2-Minute Assessment” and “Answer a few questions. Get matched with a doctor.”
- **Us:** We don’t use **contrast with current behavior** (scrolling) to make the ask feel tiny.
- **Takeaway:** New micro-angle for **low-friction** flows (quiz/assessment): reframe 2 minutes as less than the time they’re already wasting. Copy line: “You’ve spent more time scrolling than this takes.”

### 2.8 Supplements Wasted Money → Switch to What Works

- **Them:** “You Spent $3,000 on Supplements That Did Nothing.” Visual: cluttered supplement bottles vs. one clean GLP-1 pen. CTA: “SWITCH TO WHAT WORKS.”
- **Us:** We don’t target **disillusioned supplement buyers** or use **quantified wasted spend** + visual clutter vs. single solution.
- **Takeaway:** New angle **“supplement_fatigue”**: speak to people who’ve spent heavily on supplements with little result. Visual: messy supplements vs. one medical device/pen; headline with specific $ (e.g. $3,000).

### 2.9 “Everyone Is On GLP-1s. Except You.” (FOMO + Future Date)

- **Them:** “It’s 2026. Everyone Is On GLP-1s. Except You.” Newspaper-style headlines (GLP-1 goes mainstream, weight loss revolution). CTA: “GET STARTED TODAY.”
- **Us:** We have FOMO (“Everyone is losing weight except you”) but not **future-dated mainstreaming** or **news/editorial** visual treatment.
- **Takeaway:** Add **“mainstream_fomo”**: near-future world where “everyone” is on GLP-1; you’re the exception. Visual: newspaper/magazine collage with GLP-1 headlines.

### 2.10 Amazon-Like Delivery (Convenience as Category)

- **Them:** “Prescription GLP-1s. Delivered Like Amazon.” “Board-certified doctor. Ships next day.” Doorstep + “MEDICAL” box.
- **Us:** We have convenience and “delivered” but don’t **anchor to Amazon** or **doorstep + medical box** as the hero visual.
- **Takeaway:** New angle **“amazon_delivery”**: same convenience as Amazon, but for prescription GLP-1. Visual: doorstep, neutral “MEDICAL” box, no product branding on box.

### 2.11 Daily Cost Anchoring ($/Day vs. Coffee, Lunch)

- **Them:** “Start For As Low As $5/Day.” Comparisons: $5 bill, $9 sandwich, $6 coffee, $45 pill bottle. GLP-1 pen. CTA: “START AT $5/DAY.”
- **Us:** We use price and value but not **per-day framing** or **visual comparison to daily purchases** (coffee, lunch, other meds).
- **Takeaway:** New angle **“daily_cost_compare”**: lead with $/day and show it next to coffee, lunch, other meds. Visual: items + prices in a simple comparison layout.

### 2.12 Calculator / “See the Numbers” (Math as Proof)

- **Them:** “Lose 2-3 lbs/Week with GLP-1 Meds” + “FDA-approved. Doctor-supervised.” Calculator screen: “2.5lbs/week x 12 weeks = 30 lbs.” CTA: “SEE THE NUMBERS.”
- **Us:** We have specific numbers and authority but not **calculator as visual** or **“see the numbers”** as a proof-oriented CTA.
- **Takeaway:** New angle **“calculator_math”**: make the outcome **calculable** and show it on a calculator. CTA: “SEE THE NUMBERS” (evidence, not just “learn more”).

### 2.13 No Doctor / No Insurance / No BS (Barrier Smash)

- **Them:** “No Doctor Visits. No Insurance. No BS.” “$147/mo. That’s it.” Phone + GLP-1 pen + coffee. “GET STARTED ONLINE.”
- **Us:** We have simplicity and convenience but not this **triple negative** (no visits, no insurance, no BS) or **single all-in price** as hero.
- **Takeaway:** New angle **“no_barriers_transparent_price”**: explicitly remove the three biggest barriers; one clear monthly price. Visual: flat lay with phone, pen, simple UI.

### 2.14 Free 2-Minute Assessment (Hyper-Specific Low Friction)

- **Them:** “Free 2-Minute Assessment.” “Answer a few questions. Get matched with a doctor.” “No commitment. No credit card.” Timer icon “2:00.” CTA: “TAKE FREE ASSESSMENT.”
- **Us:** We have quiz/interactive and “See If You Qualify” but not **exact time** (2 minutes) or **timer visual** to anchor effort.
- **Takeaway:** Refine **quiz_interactive**: add “2-Minute” (or similar) to headlines and **timer/clock graphic** (e.g. “2:00”) in visuals for assessment ads.

---

## 3. Visual Concepts We’re Underusing

| Concept | Them | Us |
|--------|-----|----|
| **Progress bar** | 87% full, “Spots filling fast,” “Enrollment capped” | Countdown, “limited spots” text only |
| **Flip counter** | “10,000+” in train-departure / flip style | Plain “10,000+” or “thousands” |
| **Crossed-out text** | “SCAM,” “Lazy,” “Undisciplined,” “Weak” | Not in our visual vocabulary |
| **Grid of failures** | Many “DAY 1” crossed out, one checked | Not used |
| **Two-path fork** | Green path up vs. grey path flat, 2026/2027 | Not used |
| **Clutter vs. one** | Many supplement bottles vs. one pen | Not used |
| **Calculator** | On-screen equation (2.5×12=30) | Not used |
| **Doorstep + MEDICAL box** | Neutral box, “MEDICAL +” | Not used |
| **Everyday price comparison** | $5, $6, $9, $45 next to objects | Not used |
| **Newspaper/magazine collage** | “2026”, “Revolution,” multiple headlines | Not used |
| **B&W emotional portrait** | Tear + slight smile, “What if not willpower?” | We use candid/real but not this specific treatment |
| **Jeans + measuring tape** | Aspirational fit, “fit back into what you love” | We have “old jeans” but not this exact composition |

**Action:** Add these as **named visual_styles** in the relevant strategies (e.g. `progress_bar_87_full`, `crossed_out_labels`, `two_path_fork`, `supplements_vs_pen`, `calculator_equation`, `doorstep_medical_box`, `daily_cost_comparison_grid`, `newspaper_collage_2026`, `jeans_measuring_tape`, `timer_2min`).

---

## 4. Psychological Triggers They Double-Down On

- **Validation before solution:** “It’s not your fault” (biology, not willpower; “None of these”).
- **Regret aversion:** “A year from now you’ll wish you started today” + “Same weight. Same regret.”
- **Justified scarcity:** “We cap for quality” so scarcity = care, not gimmick.
- **Objection-first:** Name “scam” or “supplements didn’t work,” then resolve.
- **Effort anchoring:** “2 minutes,” “2:00” icon, “less time than scrolling.”
- **Belonging:** “Everyone is on GLP-1s. Except you.”
- **Concrete loss:** “$3,000 on supplements that did nothing.”
- **Empowerment of choice:** “CHOOSE YOUR 2027,” “MAKE TODAY DAY 1.”

We have most of these in abstract form; they’re **more explicit and visual**. Recommendations:

- Add **validation** and **regret_aversion** as first-class trigger guidance in prompts.
- In generator prompts, stress **objection-first** and **effort anchoring** for quiz/assessment flows.
- Add **justified_scarcity** as a distinct angle from generic urgency/scarcity.

---

## 5. Summary: Gaps and Next Steps

| Gap | Action |
|-----|--------|
| Biology vs. willpower as paradigm | Add **biology_not_willpower** strategy + crossed-out labels visual |
| “Last first day” / repeated Day 1s | Add **last_first_day** strategy + grid visual |
| “I thought it was a scam” | Add **skeptic_to_believer** strategy + crossed-out SCAM visual |
| Nostalgia + clothing freedom | Add **nostalgia_clothing_freedom** strategy + jeans + measuring tape |
| Scarcity = quality care | Add **quality_capped_scarcity** + progress bar + 10k social proof visual |
| One-year regret + two paths | Extend **future_pacing** with regret + two-path visual |
| Scroll guilt | Add one-liner to quiz/assessment prompts |
| Supplements wasted $ → switch | Add **supplement_fatigue** strategy + clutter vs. pen visual |
| “Everyone on GLP-1 except you” + 2026 | Add **mainstream_fomo** + newspaper collage visual |
| Delivered like Amazon | Add **amazon_delivery** strategy + doorstep MEDICAL box |
| $/day vs. coffee/lunch | Add **daily_cost_compare** strategy + comparison grid visual |
| Calculator = 30 lbs | Add **calculator_math** strategy + calculator visual |
| No doctor / no insurance / no BS | Add **no_barriers_transparent_price** strategy |
| 2-minute + timer icon | Refine quiz strategy with “2-Minute” + timer visual |

Implementing these in `data/glp1.py` (new strategy blocks + hooks + visual_styles) and in `generator_prompts.py` (where relevant) will align our system with these competitor angles, concepts, visuals, and psychological triggers.