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.