Spoiler Golf Creative Playbook
Proof-led statics, founder and off-the-cuff video, and a hook method built for one person with a phone. Prepared by Max Rosewater, Rosewater Growth, October 4, 2026.
1Where we are
Meta, last 90 days (Jul 4 to Oct 1, 2026), 7-day click / 1-day engaged view. Source: Motion.
Statics with proof carry the account. Founder video is the one video format with volume behind it.
Over the last 90 days the account spent $62.7K across 75 creatives for 246 purchases, a 1.23 ROAS and a $255 cost per purchase (Meta, 7-day click / 1-day engaged view). Images took $36.4K of that and returned 1.39 ROAS on 160 purchases; video took $25.4K and returned 1.00 on 82. The gap is not the format itself, it is what each format carries: the best images carry proof (a press quote, a five-star review, a bold claim) and the best video carries Dan explaining the face.
| Group | Creatives | Spend | Purchases | ROAS | Cost / purchase |
|---|---|---|---|---|---|
| Static image | 37 | $36,433 | 160 | 1.39 | $228 |
| Video | 36 | $25,378 | 82 | 1.00 | $309 |
| Carousel thin read | 2 | $871 | 4 | 1.23 | $218 |
The rebuild cut cost per purchase from $311 to $252. As fresh ads fell behind plan, it drifted back to $311.
Your target is $180 to buy a customer. The rebuilt account got closer in its first three weeks, then lost ground as the August creative tired and new ads arrived slower than the model asked for. None of the 47 new creatives has yet earned the 15 purchases we use to call a winner. That is the gap this playbook is built to close: better shots, and enough of them, landed early in the month.
| Window | Spend | Purchases | ROAS | Cost / purchase | vs $180 |
|---|---|---|---|---|---|
| June Peak golf season, legacy campaign | $10,268 | 61 | 1.69 | $168 | -$12 |
| July Peak golf season, legacy campaign | $15,602 | 83 | 1.74 | $188 | +$8 |
| Aug 1 to 22 Before the rebuild | $17,440 | 56 | 0.99 | $311 | +$131 |
| Aug 23 to Sep 13 First three weeks of the rebuilt account | $17,900 | 71 | 1.22 | $252 | +$72 |
| Sep 14 to Oct 3 Fresh-ad supply under plan | $14,911 | 48 | 1.03 | $311 | +$131 |
| Last 30 days (Sep 4 to Oct 3) | $22,885 | 87 | 1.19 | $263 | +$83 |
June and July are peak golf season, so part of the drop since summer is seasonal demand, not creative. The comparison that matters is the rebuilt account against its own first three weeks.
| Period | Plan | Launched | Read |
|---|---|---|---|
| September | 60 | 47 | 47 new ad IDs against a 60-ad model (78%) |
| October, first week | 29 | 0 | Week-one target from the October model; no new ads live Oct 1 to 4 |
| October, full month | 85 | 0 | 85-asset floor (68 live in October, 17 built for November) |
| New creatives live | 47 |
| Spend on them | $10,440 (29% of the account) |
| Purchases, ROAS, cost / purchase | 30, 0.90, $348 |
| Spent $300+ / $500+ / $800+ | 8 / 5 / 3 |
| Winners (15+ purchases at or above account ROAS) | 0 |
Closest so far: STATIC-13 He Already Has Everything ($2,993, 10 purchases, 1.04 ROAS) and STATIC-16 What If He Doesn't Like It? ($412, 3 purchases, 2.37 ROAS, too few orders to call). Monitor whether either earns more budget.
| Group | Creatives | Spend | Purchases | ROAS | Cost / purchase |
|---|---|---|---|---|---|
| Headline | 24 | $11,735 | 53 | 1.37 | $221 |
| Founder | 4 | $9,120 | 31 | 1.10 | $294 |
| None (plain product shot) | 1 | $7,675 | 27 | 1.18 | $284 |
| Headline,Press | 2 | $7,053 | 24 | 1.11 | $294 |
| Press | 2 | $5,216 | 29 | 1.76 | $180 |
| Demo | 4 | $4,627 | 19 | 1.32 | $244 |
| Review | 3 | $4,572 | 29 | 1.95 | $158 |
| Yapper thin read | 6 | $2,888 | 8 | 0.85 | $361 |
| Cinematic B-Roll thin read | 4 | $1,805 | 4 | 0.72 | $451 |
| Us Vs Them thin read | 5 | $1,731 | 7 | 0.95 | $247 |
| Cinematic B-Roll,Expert Explainer thin read | 1 | $1,552 | 5 | 0.93 | $310 |
| Demo,Review,Static To Video Hybrid thin read | 1 | $1,155 | 2 | 0.53 | $578 |
| Demo,Founder thin read | 1 | $630 | 2 | 1.02 | $315 |
| Humor thin read | 1 | $577 | 0 | 0.00 | n/a |
| Headline,Statistic thin read | 1 | $554 | 0 | 0.00 | n/a |
Account ROAS 1.23. A read needs roughly 15 purchases; rows below that are marked thin.
The seven creatives with 15 or more purchases, and the five that explain the pattern
Bold claim on a product photo. The best efficiency of anything with real spend.
A customer quote in big type over the putter. Proof does the selling.
Press-style claim. Volume with average efficiency, so the claim earns more budget than the layout.
Plain product shot with copy doing the work. Holds spend, average efficiency.
Three copies of the same 58-second founder explainer. Best hook in the account, long body.
What to do with your creative time in October
Our recommendations, in priority order.
The three best creatives in the account are a review quote, a press claim and a bold claim on a product photo. Open every new static with a proof asset you already own (the 2025 best-putter test, the Jamie H. review, your skid comparison) rather than a new abstract line.
Statics with text are the fastest to make and the most efficient at scale. Founder explainer video comes second: it is the only video with real spend behind it. Close-up roll demos are the proof shot inside everything else. Cinematic b-roll and static-to-video hybrids can wait: $5.0K across eight creatives has returned 12 purchases at a 0.74 ROAS.
Statics built on proof: $32.0K, 146 purchases, 1.45 ROAS. The founder explainer (three ad copies of one video): $9.0K, 31 purchases, 1.11 ROAS, with the strongest hook in the account (51% of viewers stop, against 13% account-wide) and a body that loses most of them before the payoff. That video needs a tighter cut, not a reshoot.
October's plan is 10 shooting sessions that produce close to 40 ads, because every video is cut three ways (three openings, one body) and every static layout gets two headlines. Most of the volume comes from cuts and headline swaps, not new shoots.
2Static swipe
Twenty layouts a competitor is already paying to run, each matched with a Spoiler version rendered as a mock-up. Copywriters call this ripping: keep the format, the visual structure and the headline device, and swap in your product and your proof. It works with any ad, including ones from outside golf. Use the mock-ups as layout guides and rebuild them in Canva or the tool you prefer. Every line of proof on them must be swapped for a real quote, a real number or a real screenshot before anything runs. Competitor images come from Meta's ad library, which carries no spend data, so they are bets those brands are making, not measured winners.
Lines to verify or replace before use: the 'half the skid' figure (use the number from your own roll test), the X post and the 'Mike R.' note (replace with real customer posts and reviews), 'misses shrink in a week' (replace with a real customer line), the second-batch post (replace with your real production update), 'sold out again' (only if true), the 'roll after impact' bars (use your roll-test numbers), 'milled face' (use the right manufacturing term), and the Rick Shiels line (confirm the exact wording of his 2025 test before it goes on an ad; it is quoted here from the Gary Martin review video).
Us-vs-them comparison checklist
Performance Golf
Why it works. Split frame, 'VS' badge in the middle, three red-X failings of a traditional putter on the left against three green-check wins on the right, one red CTA bar; the reader scores the comparison in two seconds.
For Spoiler. Left: 'A forgiving putter' (hides mishits, ball skids and hops, no feedback). Right: 'Spoiler' (pure forward roll, less skid, feedback that fixes your stroke). Forgiveness vs feedback is Spoiler's whole argument, so this is the first static to make.
Their headline. RS1: The Future of Putting
Their primary text. Not a blade. Not a mallet. Not a zero-torque putter. A forward-weighted putter that squares the face AND improves your stroke.
Build brief for this layout
Vertical 4:5 Meta ad split into two halves by a thin vertical line with a round black 'VS' badge at the center. Left half: a generic grey mallet putter on a putting green, muted and slightly desaturated, heading 'FORGIVING PUTTER' with three red X bullets 'HIDES YOUR MISHITS', 'BALL SKIDS AND HOPS', 'TELLS YOU NOTHING'. Right half: the Spoiler putter exactly as in the reference image (same mallet head shape, matte black finish, red accents, LEAD EDGE ROLL marking on the curved lead-edge face, black shaft) at address, crisp and bright, heading 'SPOILER' with three green check bullets 'PURE FORWARD ROLL', 'LESS SKID', 'FEEDBACK THAT FIXES YOUR STROKE'. Bold condensed sans type, white boxes behind bullets, natural late-afternoon light, no logos.
Three-bullet feature breakdown
Takomo Golf Company
Why it works. Product tall on the right, headline 'Forgiveness in disguise' on the left and three italic feature bullets each with a one-line benefit under it; the product is the exhibit and the bullets are the labels.
For Spoiler. Headline 'Feedback in disguise' with three bullets: 'Deep milled face ..for pure forward roll', 'Centered mass ..for an honest strike', 'White sightline ..square at impact'. Explains the build without a video.
Their headline. Bag your secret weapon
Their primary text. Subtle appearance hides deadly performance The 201 MKII iron is crafted for the better ballstrikers, who desire distance and forgiveness with a smoother, more satisfying feel. No shovel required.
Build brief for this layout
Vertical 4:5 Meta static, flat light-grey studio backdrop. Right half: the Spoiler putter exactly as in the reference image (same mallet head shape, matte black finish, red accents, LEAD EDGE ROLL marking on the curved lead-edge face, black shaft) standing tall, the shaft running the full height of the frame, head at the bottom with the red accents visible. Left half: small black wordmark 'SPOILER' at the top, then a big two-line headline in heavy white italic capitals 'FEEDBACK' / 'IN DISGUISE', followed by three orange-bulleted feature lines in white italic caps with small grey subtext: 'DEEP MILLED FACE ..for pure forward roll', 'CENTERED MASS ..for an honest strike', 'ZERO LOFT ..no hop, no backspin'. Clean, editorial product-sheet look, no other logos.
Three-panel objection handling
Takomo Golf Company
Why it works. Three stacked photo panels, each with one line of white text: the objection ('A proper fitting usually costs money'), the answer ('Ours doesn't'), the detail ('Takes about 3 minutes'); it reads like a comic strip.
For Spoiler. Panel 1: 'A putter that gives feedback sounds harsh.' Panel 2: 'It isn't. It's honest.' Panel 3: 'Your misses get smaller in a week.' Same device for 'Milled putters cost $500+' / 'This one is $299' / 'Same roll'.
Their headline. Get fit quick and free
Their primary text. Making golf just a tiny bit easier. Answer a few quick questions and get an iron recommendation that fits your needs. Legally-binding? No. Extremely helpful and honestly accurate? Yes. Find your fit.
Build brief for this layout
Vertical 4:5 Meta static built from three equal horizontal photo panels. Top panel: a golfer in a cap looking down at a putt on a green, text right-aligned in bold white caps 'A PUTTER THAT TALKS BACK' / 'SOUNDS HARSH.' Middle panel: close-up of the Spoiler putter exactly as in the reference image (same mallet head shape, matte black finish, red accents, LEAD EDGE ROLL marking on the curved lead-edge face, black shaft) face striking a golf ball on grass, text left-aligned 'IT ISN'T. IT'S HONEST.' Bottom panel: the same golfer walking off the green smiling, text 'YOUR MISSES SHRINK IN A WEEK.' Overcast natural light, documentary feel, no logos other than a small 'Spoiler' wordmark.
Headline-only bold typographic with alignment lines
LAB Golf
Why it works. One line of white caps on a blue gradient, three thin white parallel lines falling through the putter head from the headline to the ground, product dead center; the alignment lines are both decoration and proof of the claim.
For Spoiler. 'WE FIXED THE ROLL.' over a blue field, with the white sightline of the Spoiler head extended as one long white line to the top of the frame so the alignment feature is the graphic.
Their headline. Introducing the VZN.1i
Their primary text. Alignment comes down to geometry. When you’re better aligned, putting is a lot easier. Get your alignment square with the new VZN.1i.
Build brief for this layout
Vertical 4:5 Meta static, deep royal-blue gradient background lighter at the top. Top: one line of bold white condensed capitals 'WE FIXED THE ROLL.' Below it, three thin white vertical lines run from under the headline down through the frame to the bottom, the center line running through the putter head. Center: the Spoiler putter exactly as in the reference image (same mallet head shape, matte black finish, red accents, LEAD EDGE ROLL marking on the curved lead-edge face, black shaft) viewed from the top down, head square to camera, shaft rising straight up through the headline. Small 'Spoiler' wordmark bottom left. Graphic, poster-like, high contrast, no other logos.
Annotated product with callout arrows
Performance Golf
Why it works. Product isolated on a cream card with thin leader lines naming three features (alignment lines, forward weighting, face balance) and a boxed two-line headline, like a spec-sheet diagram.
For Spoiler. Top-down shot of the Spoiler head with three callouts: the milled face pattern (pure forward roll), the sightline (square at impact), the weighting (feedback through the hands). Turns the engineering story into one glance.
Their headline. RS1: The Future of Putting
Their primary text. Not a blade. Not a mallet. Not a zero-torque putter. A forward-weighted putter that squares the face AND improves your stroke.
Build brief for this layout
Vertical 4:5 Meta static, clean cream background with a thin red border. Top: a two-line boxed headline, black box then red box, reading 'IMAGINE A PUTTER' / 'THAT ROLLS, NOT SKIDS'. Center: the Spoiler putter exactly as in the reference image (same mallet head shape, matte black finish, red accents, LEAD EDGE ROLL marking on the curved lead-edge face, black shaft) shot from directly above, shaft rising out of frame. Three thin black leader lines with small labels: 'LEAD EDGE ROLL FACE' pointing at the face with subtext 'pure forward roll', 'CURVED LEAD EDGE' pointing at the face with subtext 'contact at the equator', 'HONEST WEIGHTING' pointing at the sole with subtext 'you feel every miss'. Small 'Spoiler' wordmark bottom right, soft studio light, no other logos.
Big-number proof stat
Evnroll Putters
Why it works. A giant '2X' dominates the left third with a short claim stacked beside it, product on the right and a lawn-texture band; the number is the hook and the claim is the explanation.
For Spoiler. Use Spoiler's own measured number (skid distance cut, or inches of forward roll gained vs a standard insert putter). If the test has not been run yet, run it on a putting mat with a phone camera before using this one; the number must be real.
Their headline. EZPZ Putter | 2X Your Square Zone
Their primary text. Introducing the EZPZ Reverse Torque Putter , engineered to double your square zone for more forgiving, consistent contact. Available now.
Build brief for this layout
Vertical 4:5 Meta static. Top band: fresh putting-green turf texture with a white panel reading 'SPOILER' in heavy condensed type and 'LEAD EDGE ROLL' beneath. Lower two thirds, white background: a giant green fraction '1/2' filling the left half with the stacked words 'THE SKID' / 'OF A' / 'TRADITIONAL PUTTER' in a thin outline box to its right. Right side: the Spoiler putter exactly as in the reference image (same mallet head shape, matte black finish, red accents, LEAD EDGE ROLL marking on the curved lead-edge face, black shaft) shot face-on, shaft angled up and out of frame. Flat bright lighting, bold grotesk type, green and black palette, no other logos.
Press / as-seen-in header
Evnroll Putters
Why it works. A dark masthead across the top carries the publication logo and the line 'Check out the article in...', then a straight product photo on grass with a bold red 'NEW' sticker at the bottom; the press logo does the persuading.
For Spoiler. Once Spoiler gets a review from MyGolfSpy, GolfWRX, Plugged In Golf or a YouTube putter reviewer, run this exact layout with the outlet's name in the header and the headline unchanged.
Their headline. New Reverse Torque!
Their primary text. Check out the article in MyGolfSpy for the new line of Reverse Torque putters from Evnroll
Build brief for this layout
Vertical 4:5 Meta static. Top 30 percent: a navy masthead with small white caps 'AS REVIEWED IN' and a large white publication-style wordmark reading 'THE PUTTING REVIEW' with a thin rule under it and one grey line 'on the new Spoiler forward-roll putter'. Bottom 70 percent: the Spoiler putter exactly as in the reference image (same mallet head shape, matte black finish, red accents, LEAD EDGE ROLL marking on the curved lead-edge face, black shaft) resting on real putting-green grass, photographed from slightly above, natural daylight, shadows soft. Bottom left: red outlined block letters 'NEW FORWARD ROLL' over the grass. Editorial, slightly raw ad-library feel, no other logos.
Review score proof with star row
Takomo Golf Company
Why it works. Five orange stars over a two-line headline that pairs a precise reviewer count ('2146 hackers') with a decimal score, product held in hand below; specificity makes it believable.
For Spoiler. Even early, Spoiler can run '38 golfers rate it 4.9 out of 5' and update the number monthly. The odd, exact count is the device; round numbers read as marketing.
Their headline. 2,146 hackers can’t be wrong. Grab yours now.
Their primary text. You’ve been staring at new clubs for a while now. We could tell you they’re incredible until we’re blue in the face, but you’re too smart to just believe us. Instead, listen to the 2,146 hackers who already put Takomos
Build brief for this layout
Vertical 4:5 Meta static, white background. Top: small black wordmark 'SPOILER', then a row of five red five-point stars. Headline in heavy black condensed caps, three lines: '"BEST PUTTER' / 'ON THE MARKET.' / 'PERIOD."' with small grey attribution 'Jamie H., verified buyer' beneath. Below: a hand in a cream knit glove holding the Spoiler putter exactly as in the reference image (same mallet head shape, matte black finish, red accents, LEAD EDGE ROLL marking on the curved lead-edge face, black shaft) at an angle so the curved face and red accents are visible, the headcover slipping off. Soft daylight, clean product photography, generous white space, no other logos.
Social post screenshot (X / Twitter)
Bettinardi Golf
Why it works. A phone-cropped screenshot of a real X post from a review outlet, dark mode, long data thread with the brand named at the end; zero design, maximum credibility because it looks found, not made.
For Spoiler. Screenshot any real tweet, Reddit comment or YouTube comment that praises Spoiler's roll or feedback and run it as-is on a plain background. Never fabricate the post; if none exists yet, ask early customers to post and screenshot the best one.
Their headline. BB 6.0 Putter
Build brief for this layout
Vertical 4:5 Meta static: a dark-mode X (Twitter) post screenshot centered on a plain white background with rounded phone-screen corners. The post shows a small round avatar, display name 'Weekend Golfer' and handle '@weekendgolfer', and body text in white: 'Switched to the Spoiler putter two weeks ago. The ball starts rolling instead of skidding and I can feel exactly where I hit it. Why does nobody talk about this?' Below the text a faint like count '418 likes 37 replies' and 'x.com'. No product photo, no other logos, realistic interface typography.
Notes-app / handwritten-style testimonial
Golf Sub 70
Why it works. A customer's paragraph headed 'Why we chose @brand', set as white text on a dark aerial golf-course photo, reads like a story screenshot rather than an ad; long copy works because it is one person's reasoning.
For Spoiler. Headline 'Why I switched to Spoiler' over a dim overhead green, body text in the customer's words about feedback over forgiveness and the roll they saw. Pull a real quote from a post-purchase email.
Their headline. Award Winning Custom Golf Clubs
Their primary text. Located in Sycamore, Illinois, the people that started Sub 70 are also the people that build your golf clubs, answer your calls, and play a lot of golf. We take pride in our clubs, and stand for our values. If for any r
Build brief for this layout
Vertical 4:5 Meta static, moody aerial drone photo of a golf green and bunker at dusk, darkened by 50 percent. Centered white text on a translucent black panel: underlined heading 'Why I switched to Spoiler:' followed by a short paragraph in a clean sans, 'I wanted a putter that told me the truth. Forgiving putters hid my misses. This one rolls end over end right away and I can feel exactly where I struck it. My speed control came back in a week.' Small round avatar and 'Mike R., verified buyer' at the bottom. No product shot, no other logos, Instagram-story feel.
Tweet overlay on product announcement
Golf Sub 70
Why it works. A plain white tweet card from the brand's own account floats over a product-on-grass photo; the tweet carries the offer and the product carries the proof, and the card shape stops the scroll.
For Spoiler. Use for launches and restocks: Spoiler's own post ('First 100 heads are milled. Shipping Friday.') pinned over the putter on the green. Honest, founder-voice, no sale banner.
Their headline. Shop the Sub 70 Golf Sale
Their primary text. Save 10% sitewide and 20% on apparel this weekend (discount applies automatically in cart).
Build brief for this layout
Vertical 4:5 Meta static: the Spoiler putter exactly as in the reference image (same mallet head shape, matte black finish, red accents, LEAD EDGE ROLL marking on the curved lead-edge face, black shaft) standing at address on short putting-green grass, photographed from the golfer's eye line, slightly off center to the lower right. Overlaid top left: a realistic white X post card with rounded corners, small round avatar, bold name 'Spoiler Putters' with a blue check, handle '@spoilergolf', and body text 'Second batch of 100 heads just came off the mill. Same face, same roll. Shipping Friday. Thank you for the patience.' Natural daylight, shallow depth of field, no other logos.
Problem-agitate text-only (industry pain list)
Golf Sub 70
Why it works. Black frame, grey caps listing the industry's failures line by line that fade down the page, then one white line 'There's a better way' and the logo; no product, just the enemy.
For Spoiler. List the putting industry's quiet failures: 'Insert faces that deaden feel', 'Forgiveness that hides your miss', 'Skid you never see', 'Fittings that sell you a shaft', then 'There's a better way. Spoiler.'
Their headline. Award Winning Custom Golf Clubs
Their primary text. Custom golf clubs shouldn’t take 6-12 weeks. You shouldn’t have to compete with influencers for service. Standard options shouldn’t be back ordered for months. Sub 70 is built for golfers - by golfers. Ready for a better
Build brief for this layout
Vertical 4:5 Meta static, solid black background, no imagery. Five lines of wide letter-spaced grey capitals stacked top to bottom, each a shade lighter and smaller than the last: 'FACES THAT KILL FEEL', 'FORGIVENESS THAT HIDES YOUR MISS', 'SKID YOU NEVER SEE', 'LOFT YOU NEVER CHOSE', 'A PUTTER THAT TELLS YOU NOTHING'. A pause of space, then one crisp white line 'THERE'S A BETTER WAY.' and beneath it the word 'SPOILER' in bold white with a thin rule above it. Minimal, typographic, no other logos.
Sold-out scarcity stack with review and price
Lazrus Golf
Why it works. Yellow block headline 'SOLD OUT 6 TIMES' on top, product tilted large, five gold stars and a verified-buyer quote with the buyer's title, trust badges and a yellow price pill in the corners; a busy, direct-response stack that works because every element is a proof.
For Spoiler. 'Sold out twice' or 'First run gone in 9 days' plus one PGA pro or low-handicap buyer quote about roll or feedback, 'Milled in USA', and 'From $X'. Count only real sell-outs.
Their headline. Zero Torque. Zero Excuses.
Their primary text. What makes a putter sell out 6 times before most people have even heard of it? "As a PGA Golf Professional who has played golf for over 30 years, I have not tested a nicer feeling putter than that. That's a big statemen
Build brief for this layout
Vertical 4:5 Meta static with a sky-blue gradient background. Top: heavy white block capitals with a black outline reading 'PRE-ROLLED BATCH' / 'SOLD OUT AGAIN' and a smaller subhead 'Spoiler Lead Edge Roll putter'. Center: the Spoiler putter exactly as in the reference image (same mallet head shape, matte black finish, red accents, LEAD EDGE ROLL marking on the curved lead-edge face, black shaft) tilted diagonally, large, with the curved face catching light. Right side: a row of five gold stars and a serif quote in white, '"Best putter on the market. Period."' with attribution 'Jamie H., verified buyer'. Bottom corners: a small round badge 'RICK SHIELS: BEST PUTTER TESTED 2025' and a yellow pill reading 'NEW BATCH LIVE'. Direct-response ad style, no other logos.
Problem/solution two-line minimal
Lazrus Golf
Why it works. White frame, product cropped top-down on the left, and only two short lines on the right: a black problem statement and a red solution statement, with a one-line spec footer; the contrast of colors does the before/after.
For Spoiler. 'Most putters skid.' in black, 'This one rolls.' in red, then 'Milled face. Pure forward roll. From $X.' It is the cleanest possible version of Spoiler's claim.
Their headline. Some Putters Twist. This One Doesn’t. ⭐
Their primary text. Most golfers never think about torque. But when a putter twists through impact, small misses become bigger misses. The LAZ2.5 Zero Torque was built for golfers who want more stability and more confidence standing over
Build brief for this layout
Vertical 4:5 Meta static, pure white background. Left half: the Spoiler putter exactly as in the reference image (same mallet head shape, matte black finish, red accents, LEAD EDGE ROLL marking on the curved lead-edge face, black shaft) viewed from directly above, shaft entering from the top edge, head cropped to show the curved lead-edge face, soft shadow. Right half: two short stacked statements in a rounded sans, 'Most putters' / 'skid.' in black, then 'This one' / 'rolls.' in bright red. Footer along the bottom in small black caps: 'LEAD EDGE ROLL • PURE FORWARD ROLL • FEEDBACK OVER FORGIVENESS'. Generous white space, no other logos.
Guarantee / risk reversal badge
Lazrus Golf
Why it works. Golden-hour product on the green with a red press-quote banner at the top, a black '30 DAY MONEY BACK GUARANTEE' badge bottom left, trust strip and CTA at the bottom; the guarantee sits where the eye lands last, closing the objection.
For Spoiler. Spoiler's offer: '30 putts or 30 days. If it does not roll truer, send it back.' Put the guarantee as a hard-edged badge over a sunset green shot, with 'Milled in USA' and star rating in the trust strip.
Their headline. MyGolfSpy: “It’s Disruptively affordable”
Their primary text. Stop fighting your putter through the stroke. The LAZRUS Zero Torque Putter is engineered to reduce unwanted face rotation and help the putter stay square , whether contact is toward the toe, heel or center. And you do
Build brief for this layout
Vertical 4:5 Meta static, warm golden-hour photo of the Spoiler putter exactly as in the reference image (same mallet head shape, matte black finish, red accents, LEAD EDGE ROLL marking on the curved lead-edge face, black shaft) at address behind a golf ball on a putting green, long shadows, sun flare on the horizon. Top center: a red rectangular banner with white text 'TRIED. TESTED. TRUE.' and beneath it in bold caps 'ROLLS, NOT SKIDS.' Bottom left: a black square badge with white block text 'RICK SHIELS' / 'BEST PUTTER' / 'TESTED 2025'. Bottom strip: small white trust items 'LEAD EDGE ROLL', five stars, and a white CTA button 'SEE THE ROLL'. Small 'Spoiler' wordmark, no other logos.
Price-comparison headline
Vice Golf
Why it works. Product small at the top, then four lines of heavy caps with the two price points in neon green: '$250 putter vs $600+ putters, the only difference was the price tag'. The headline is the whole ad.
For Spoiler. Spoiler sits under the $400 to $600 milled-putter tier: 'We rolled this $299 putter against $500+ putters. The cheaper one skidded less.' Only run it after an actual side-by-side on a mat.
Their headline. RESTOCK Zero Twist Putters
Their primary text. In 2012, we proved tour-quality golf balls didn't have to cost what the legacy brands were charging. In 2026, we're doing it again. Zero Twist putters are designed to keep the face square through your stroke so you have
Build brief for this layout
Vertical 4:5 Meta static on dark putting-green grass at dusk. Top third: the Spoiler putter exactly as in the reference image (same mallet head shape, matte black finish, red accents, LEAD EDGE ROLL marking on the curved lead-edge face, black shaft) standing at address, small, lit by a single soft light. Bottom two thirds: a five-line headline in heavy condensed white capitals with key phrases in neon lime green: 'WE ROLLED THIS' / 'PUTTER AGAINST' / 'THE BIG NAMES.' / 'IT SKIDDED' / 'NEARLY HALF AS FAR.' Lines tightly stacked, slight text shadow, 'Spoiler' wordmark small at the bottom, no other logos.
Competitor jab price anchor
Precision Pro Golf
Why it works. Dark green frame, product angled bottom right, headline in white with the price in lime: 'If our name started with B, this'd cost $600', then one line explaining why (same glass, same slope, no tour logos). A cheeky jab without naming anyone.
For Spoiler. 'If this said Scotty on the sole it would be $600.' then 'Same milled face. Same roll. No tour-pro contract baked into the price.' Confident and specific, no brand named outright.
Their headline. Titan Elite Rangefinder
Build brief for this layout
Vertical 4:5 Meta static, deep forest-green background. Top: small white wordmark 'SPOILER'. Headline in heavy white condensed capitals over four lines: 'IF THIS HAD' / 'A TOUR PRO'S' / 'NAME ON IT,' / 'IT'D COST DOUBLE.' with 'DOUBLE' in lime green. One line of small grey text beneath: 'Same milled face. Same roll. No endorsement deal baked into the price.' Lower right: the Spoiler putter exactly as in the reference image (same mallet head shape, matte black finish, red accents, LEAD EDGE ROLL marking on the curved lead-edge face, black shaft) angled diagonally, head large and sharp, shaft exiting the frame. Studio lighting with a rim light on the head, no other logos.
Lifestyle in-use on the green with one-line copy
LAB Golf
Why it works. Hand placing a ball beside a blade at address, shot low across the green with the putter in sharp focus and a two-line white sentence ('Blades are beautiful. Especially when they work.') floating in the background; copy and photo share one idea.
For Spoiler. Low angle of a hand setting a ball next to the Spoiler at address, line: 'Feel is beautiful. Especially when it tells you something.' Real course, real light, one sentence.
Their headline. The New Blade. By L.A.B.
Their primary text. We never stopped thinking about blades. Here’s what we came up with.
Build brief for this layout
Vertical 4:5 Meta static, photographed low across a real putting green in soft morning light. Foreground right: the Spoiler putter exactly as in the reference image (same mallet head shape, matte black finish, red accents, LEAD EDGE ROLL marking on the curved lead-edge face, black shaft) at address, head sharp, red accents catching the light. Foreground left: a golfer's hand placing a white golf ball on the grass beside the putter, forearm in a grey quarter-zip. Background blurred fairway and trees. Two lines of white condensed capitals floating in the upper third: 'FEEL IS BEAUTIFUL.' / 'ESPECIALLY WHEN IT TELLS YOU SOMETHING.' Small 'Spoiler' wordmark at the bottom center, no other logos.
Data card over a lifestyle photo
Arccos Golf
Why it works. A real golfer mid-swing with a frosted app-style data card floating beside him: the photo sells the moment, the card makes an invisible problem visible, and the headline 'The scorecard doesn't tell you this' names the gap.
For Spoiler. A golfer mid-putt with a 'Roll after impact' card showing skid vs forward roll from your own roll test. It turns the thing nobody can see (skid) into a number on screen, which no putter brand is doing. Headline idea: 'Your scorecard doesn't show you the skid.'
Their headline. The Scorecard Doesn't Tell You This.
Their primary text. A bogey from the rough and a bogey from the fairway look the same on a scorecard. They're not the same problem. Arccos breaks your approaches into strokes gained by terrain, so you see where you're actually gaining and l
Build brief for this layout
Vertical 4:5 Meta static. A golfer putting on a real green at golden hour, the ball just leaving the face. Floating beside him, a translucent frosted-glass app-style data card titled 'ROLL AFTER IMPACT' with two bars: SKID (short, red) and FORWARD ROLL (long, green), captioned 'from your roll test'. Small Spoiler wordmark bottom left. Replace the bars with the real numbers from your roll test before running.
Seasonal gifting
Shot Scope
Why it works. Red field, products floating around a central three-line white headline 'A gift better than socks', product thumbnails tilted like confetti; the joke headline carries the seasonal hook.
For Spoiler. 'A gift better than socks. Or another dozen balls.' with the Spoiler head, headcover and a gift box tilted around it. Run Father's Day in June and from mid November to December 18.
Their headline. Shot Scope Boxing Day Sale
Their primary text. Make the most of Boxing Day savings with up to 50% off Shot Scope’s best-selling products. Shop our Boxing Day Sale and save big on premium GPS Watches and Rangefinders , trusted performance tools for golfers of every l
Build brief for this layout
Vertical 4:5 Meta static, bright festive red background. Center: three lines of bold white condensed capitals 'A GIFT BETTER' / 'THAN SOCKS' with a smaller line 'OR ANOTHER DOZEN BALLS' beneath and a small white 'Spoiler' wordmark under that. Around the headline, floating and tilted at different angles like confetti: the Spoiler putter exactly as in the reference image (same mallet head shape, matte black finish, red accents, LEAD EDGE ROLL marking on the curved lead-edge face, black shaft) head, a black leather headcover, a matte black gift box with a white ribbon, and a single golf ball. Each item has a soft drop shadow. Playful holiday-catalog layout, no other logos.
3Founder video
Twelve founder-led ads. The pattern across all of them: one claim or confession in the first sentence, the maker's own words, one concrete proof, no script. Each card decomposes the opening into its four layers and writes your version with the opening line. Click any tile to watch. Ad-library creatives carry no spend data, so longest-running is the best proxy for working: Sub 70's putter and set of the day (114 and 132 days), Bettinardi's creator (50 days, still live), Mid-Day Squares at Costco (49 days).
Why it works. It makes a tiny engineering number (2%) matter by tying it to one familiar failure, the 15-footer that dies short, in the maker's own words.
Your version. Dan at the bench with a Spoiler putter and a ball, explaining in plain words what pure forward roll does to a putt that usually skids, then one slow-motion roll on a mat as the proof. Opening line: "Roll matters. Here is what the first six inches of your putt actually looks like."
Full transcript
Feel matters. The DF3i has a higher frequency, which ultimately translates into a firmer, punchier pop into the player's hands. We landed on medium fly milling because it gives you a good balance of feel and sound. We wanted to make sure that we gave players more ball speed. While the feel profile between the DF3 and the DF3i is different, you're going to get about 2% more ball speed with the insert. Now, that might not sound like a lot, but if you're coming up short on 15-footers, it'll make a noticeable difference. Ultimately, we gave our most successful putter a faster, firmer insert, and we can't wait for you to feel the result.
Why it works. It names an enemy (the tour tax) in the first four seconds and gives the viewer a reason the category is overpriced before showing a single product.
Your version. Dan on the practice green asking why most putters are still built to look good at address rather than to roll the ball, then stating what Spoiler did differently. Opening line: "Why does a 400-dollar putter still skid the ball for the first foot?"
Full transcript
Tired of paying a tour tax on golf clubs? Sick of padding the pockets of the pros? Want to get new clubs and save some green for green fees? Why do golf clubs even cost so much? Well, after paying for pro endorsements and retail distribution, clubs made in the same factories as ours with the same materials demand a lot of markup. At Stix, we cut out all the unnecessary expenses so we can deliver you top quality gear at fair prices. We want more people to enjoy golf more with top performing clubs that are affordable. With sets starting at $699, check out Stix today. Stix. Simply Great Clubs.
Why it works. A one-take, zero-production habit format: a real customer's name and a real order make it feel like a dispatch from the shop rather than an ad.
Your version. Dan films every build going out: one putter, one customer first name and town, 30 seconds on why they chose that head and loft. Opening line: "Putter of the day. This one is heading to Mike in Scottsdale, let me show you what he picked."
Full transcript
Hey everyone, Jason at Sub70 Golf, and the putter of the day, let me show you here, Jay, 010 center shaft, adjustable weights on the bottom, comes with the kit, and we are seeing more center shafted putters being ordered as everyone's trying to keep the putter square to square, right? And with the BGT technology of their stability shaft, it's a lighter weight, putter wants to stay more on line. It's a great combination with the 010 Golf Pride Reverse Taper Putter Grip. So Andy in Sarasota, Florida is going to have one high-tech putter. And if he keeps that stroke square to square, it's going to fill up the cuff. All right, see you guys.
Why it works. The customer is the hero and the founder is the narrator, so the brag about craft arrives as a story about a person rather than a spec sheet.
Your version. Dan unboxes a finished Spoiler on the bench and tells the two-sentence story of the golfer who ordered it and what their stroke needed. Opening line: "This one is for our friend Sarah, who three-putted me twice last month, so here is what we built her."
Full transcript
Hey everyone, Jason at Sub 70 Golf, and the set of the day is for our friend Justin Whelan. He's a movie director, does some great documentary work, does some commercial stuff. Like, he's in media, and I think at this point, Jay, he has 217 Emmy Awards. Is that right? Maybe 153. I don't know, it's like 30-something. The guy is incredibly talented, and it's an honor that he plays our golf club. So, we've got a new set going out for him. So our sub 70 custom putters, we've kind of ghosted in an Emmy award because like I said, he has 219 of them. Let's show you the rest of the set. We got a four hybrid and some tour blades. So we've got KBS 80 hybrid stiff, 959X, a bunch of adjustability to it. TA3 wedges, custom ferrules, showing off the 21 club. This is very cool. It's in Aiken, South Carolina, and it's a lost McKenzie golf course that was supposed to be built in Argentina, never was built, and they have brought it back to life, modernized it with length and everything, but it's from those original plans. So here's his blades. He's an excellent player. He grew up playing against Dustin Johnson. He's really, really good. So if you don't follow Justin online, follow him on social medi
Why it works. It teaches one small design decision (leading-edge relief) and then draws the line against the whole zero-torque category in a single sentence.
Your version. Dan with the putter at address on a mat, camera at ball height, explaining one design choice on the Spoiler and why it helps the ball roll end over end sooner. Opening line: "Every Spoiler sets up square. Here is the one design choice that makes that happen."
Full transcript
All of our putters sold beautifully. The vision is no different. While we created a great soling plane in the center, we have a little bit of back draft and a little bit of relief towards the leading edge for that player that plays a little bit of forward press. So they don't drag the leading edge while pulling the putter back. Other products in the ZT category, you have to add torque or twist the face to square it up. We're just trying to make the game easier. We think our product sets up better than anything in the market. We want this to appeal to the broadest range of golfers so they can experience Lango balancing. Thank you.
Why it works. A physical test device becomes the brand's honesty proof, so the claim is shown by a machine rather than asserted by a person.
Your version. Dan sets a Spoiler and a conventional blade side by side on a roll board or mirror line and lets the ball do the talking for 15 seconds. Opening line: "The mat never lies. Watch the first foot of each roll."
Full transcript
The Revealer never lies. To pass its test, every putter we make has to be perfectly balanced to please an audience of two. The Revealer, and you.
Why it works. It leads with absolution ('it's not your fault') so the viewer feels understood before being sold anything.
Your version. Dan on the practice green: 'if your putts keep coming up short or wobbling off line, it probably isn't your stroke.' then shows how skid steals distance before showing the putter. Opening line: "Hi, I'm Dan, and if you keep leaving putts short, it's probably not your fault."
Full transcript
Hi, I'm Paul Nichols, and if golf has ever felt confusing, it's not your fault. Most players don't struggle because they lack talent. They struggle because nobody ever explained how the game really works. You watch videos, you try tips, change your swing every week, and nothing sticks. That's why I created The Golfer's Edge, a step-by-step system that teaches golf exactly how I've coached players for over 25 years. From grip and setup, to full swing, to strategy and the mental game. No quick fixes, no guesswork, just fundamentals that actually transfer to the course.
Why it works. The unpolished office walkthrough reads like a friend showing you his gear, and the 'when we started Sunday Golf' primary text supplies the founder frame.
Your version. Dan in the shop with one Spoiler head in hand, walking through the face, the weighting and the alignment line in 45 seconds with no script. Opening line: "Alright, so this is the Spoiler. Let me just show you what you're looking at."
Full transcript
Alright guys, so this is the Ryder S-Class. As you'll see it comes in that like PU leather, so more of a premium quality feel. It's a five-way top and one thing you can't see is it's full-length dividers, so you're not going to have any of that like club tangle if you, you know, put your clubs in and out. It's just nice and easy. Apart from that, there's a nice card strap pass-through in here, an easy access range finder pocket when you're walking on your back. There's a smell-proof pocket for those who choose to partake. The big fan favorite here is the frosty pocket. You can throw a few drinks in there if you want. All the pockets zip off so we can do like embroidery, a little bit of customization, nice little hip pad and yeah that's the Ryder S-Class. Thanks.
Why it works. Owning the embarrassment first buys instant trust, then the origin story turns a product feature into a dare.
Your version. Dan opens with the honest version of his story (the shop, the first failed prototypes, or the people who said a putter company was a bad idea) and pivots to what the roll test showed. Opening line: "A lot of people told me the world did not need another putter company. Here is why I built one anyway."
Full transcript
A lot of guys know me as the guy that got roasted by Mark Cuban on Shark Tank. I'm out. Before I left the set of Shark Tank, a producer pulled me aside and said, if you make a pair of pants that fit as well as these shorts, you will be a billion dollar company. So we did. Bird Dogs made stretchy pants that don't look stretchy. The material isn't shiny like other athletic stretch pants, and they look sharp so you can work in them. It's exactly what men want. Guys don't have to change anymore when they go from the office to golfing or home. They just wear bird dog's pants. They feel comfortable, they fit great, and guys are buying us out of stock every month. A little piece of Mark Cuban dyes with each purchase. Don't be like Mark. Try them on.
Why it works. The founder's mom as skeptic-turned-first-employee makes the origin story human and funny, and 'I made this for myself first' is the most believable product claim there is.
Your version. Dan with a family member, partner or first customer who doubted the idea, telling the 'I built this for my own putting first' story in under 40 seconds. Opening line: "Imagine telling your wife you're starting a putter company."
Full transcript
Imagine telling your mom you're starting an oatmeal company. It just sounded kind of wild. Surprise. There's a lot of oatmeal out there. You gonna compete with that? Here we are 10 years later. It definitely worked out. The story of Oats Overnight is... Brian Tate, Midwestern boy, battles to LA. I was playing poker professionally. You basically get a call that a game is starting and you'd have about 15 minutes to go lock up a seat. I just needed something that fit that busy morning. I made this for myself first. It's a high-protein oatmeal that you prepare at night. It's ready when you wake up. I kind of fell in love with it and ultimately wanted to make it a company. You just got to try it out.
Why it works. A sharp logical analogy in the first sentence does the persuading, and the founders only introduce themselves after the viewer already agrees.
Your version. Dan opens with a one-sentence logic trap about skid ('your driver face is designed for launch, your putter face should be designed for roll') and only then introduces himself. Opening line: "Why does a putter that skids ever go in on line? Mostly, it doesn't."
Full transcript
Why is Tushy better than toilet paper? We don't wipe with anything else in our lives that's dirty. We use water. Hello, I'm Mickey. And I'm Justin. And we're the founders of Tushy. First of all, I'm half Japanese, half Indian. So I grew up with bidets. It was really fun to grow up in two cultures, where both of them grew up washing with water and not wiping with dry paper. I was always very familiar with bidets and always loved them, but never thought I could actually afford them, replace my rental toilet with a bidet. There was no option at the time. It was like a crappy product from overseas. I was just like, oh God, I need to make the best version of this and bring it to America. I probably didn't even know how to spell bidet. I used the bidet for the first time. I just like, epiphany, I was like, oh my God, there is a better way. Piping's optional and you know, Tushy has been a work of love and passion and years and years of making bidets the expectation of the American home. And I just couldn't kick this idea of starting a bidet company in the US, Saving people time, saving people money, saving the planet, and also just being better. Three and a half million happy customers la
Why it works. Raw founder joy at a milestone is impossible to fake, and the viewer gets to celebrate with them, which reads as social proof.
Your version. Dan phone-films the moment a milestone lands (first 1,000 putters shipped, first pro bag, first retail shelf) and lets the excitement run. Opening line: "We're here. Spoiler putter number one thousand just shipped. Let me show you."
Full transcript
We're here baby! First Costco in the United States to carry midday squares. This is the hottest thing. This is our No Bread PB&J Mix Pack. It is your childhood favorite snack, just made better. Protein, fiber, and real ingredients. Go get our No Bread PB&J, first of its kind. Check it out. We're so fired up. Let's go! Here we go! Dean, what do you got to say? Dude, I'm just turned on, man.
4UGC and yapper
Twelve off-the-cuff ads: selfie framing, handheld, one person talking fast, or two people talking to each other. The pattern: a specific result or confession in the first three seconds, then the honest objection, then the proof. Two of the Spoiler versions should be filmed by customers, not by Dan.
Why it works. A specific before-and-after number in the first two seconds and a disarming 'I'm not saying they're magic wands' make it feel like advice, not an ad.
Your version. A Spoiler customer (or Dan quoting one) films on a green with a specific result, then handles the 'it looks different' objection honestly. Opening line: "This is how I stopped three-putting last season. I fixed my roll, not my stroke."
Full transcript
This is how I dropped my handicap from a 13 to a seven in one year. I learned to putt. The real big change for me was I switched to a lab early last year and when I was putting with a traditional putter, I couldn't make anything outside of six feet. Now I'm making a lot of those and making more money off my buddies at the club, which my wife is very happy about. And look, I know they're very different looking, those lab putters, but I'm not saying they're magic wands, but you may be pleasantly surprised. So give it a try.
Why it works. It frames the putter as the thing that stopped fighting the golfer, not the thing that made him good, which is exactly how skeptical golfers think.
Your version. A mid-handicap golfer tells the 'good tee to green, dead on the greens' story and credits the roll rather than the stroke. Opening line: "I hit greens all day and then three-putt. Then a buddy handed me this."
Full transcript
I'd strip it down to the fairway, get on the green in regulation, and then reputs every time. But a few months ago, a friend handed me this putter, the Vice Golf Zero Torque. I didn't really know how it would make a difference, but the first thing I noticed was how stable it felt through the stroke. Like, even on the ones that I didn't hit perfectly, the face just stays square. It doesn't twist. The alignment system is actually clear, not just there. You set up over it, and you know exactly where you're aimed. My three-putt count dropped, not because I suddenly became a better golfer, but because the gear stopped working against me. Now I'm not saying I've perfected golf. I'm way off that. But it's the first upgrade in years that actually showed up on the scorecard. If you're into golf, go check it out at vicegolf.com. And trust me when I say you'll feel the difference in the first round.
Why it works. 'I'm going to cut to the chase' plus one concrete test (a touchy downhill 20-footer) gives a review the shape of proof.
Your version. Dan or a customer tests a Spoiler on the hardest putt on the practice green, a downhill 20-footer, three times in a row on camera. Opening line: "Cutting to the chase: this is going straight in my bag, and here is the putt that convinced me."
Full transcript
Ladies and gentlemen, today we are taking a look at the brand new DF3i from LabGolf. The DF3 is perhaps one of the most popular putters ever made from LabGolf and now they have an insert version. I'm going to cut to the chase. This putter is going straight in my bag. Really quick though, before we get into why it's going in my bag, I'm going to roll some putts here with the regular DF3 guys. This thing still is absolute cash. For me personally though, the reason that the DF3i is going to be going in my bag is because of the lag putting. Guys, I have such a better feel with the DF3i and that insert from long range. Here we got a 20 footer here down the hill, super, super touchy putt. One that can absolutely get away from you. And I'm cozying it up there every single time. As we all know, three putts are a scorecard killer in golf. and the DF3i is helping me avoid those pesky three putts.
Why it works. Admitting the switch was scary builds suspense, and the fitting-screen numbers plus made putts resolve it in the viewer's favor.
Your version. A customer films the day they switch to a Spoiler before a club championship or money game, including the nerves, then the first round's putting. Opening line: "I switched putters the week before our club championship. This was a scary decision."
Full transcript
I signed on board with the team over at Betnari. This was a scary decision, guys. At the time, I was putting with a competitor's putter, and I was putting well. A pretty solid putter. I'm going into tournament season, and I'm switching putters, which is always scary. What if I can't putt with this putter? This is going to be bad. Grown men would cry here for these numbers. Like people chase that forever. Guys, that thing was fit for me so perfectly well. I feel like I'm a tour level putter right now. That's the best putt we'll see all week here. Maybe all month. This is one in every 150 customers that comes in. Zero side spins like impossible. Next to impossible. Bet Nardi's putters are the best putters on the market. Eagle, baby. Eagle. nice little birdie on too that's that bentonardi life boys i mean you want to talk about picture perfect got it that was a pot right there sanado baby 36 and a half inches custom my baby Ben Artie is I think the best putter manufacturer in the game be careful with that let's bag it
Why it works. Two people talking to each other, not to the camera, makes the praise feel overheard rather than delivered.
Your version. Dan hands a Spoiler to a buddy on the practice green, films the first three putts and the unscripted reaction, and keeps the 'I need to get my dad this' moment. Opening line: "Okay, that feels different, right? Roll another one."
Full transcript
Honestly, it was the most fun I had. It's different, right? I need to get my dad this. He's going to love it. Really? Yeah, for like Christmas or something. The fact that you can play with multiple people up to a four-some, four different game modes, 50 different courses. Like, I wanted one, and now simply I need it. I felt like I actually got better just playing these past couple hours. Yeah. There's obviously like other modes too that like we didn't get through. There's an online mode. You host a lobby basically, and then like you'll send me a code. So I can play with our friends on the East Coast? Yeah, exactly. That's really cool. There's so many options on here. I could waste an afternoon just playing golf on this thing. I love the feedback. I think it's very accurate. It's only gotten better over time. If I hit a good shot or I chunk it, you know, you feel it. It will tell you. Yeah. And it's usually what I will get on the course.
Why it works. A personality-quiz format that gently roasts the viewer earns shares and comments, and each persona doubles as a product-fit guide.
Your version. Dan does 'what your putter says about you' for three common putter types (blade, big mallet, the one your dad gave you) and ends on the Spoiler. Opening line: "What your putter says about you. Golf edition."
Full transcript
What type of golf bag you play says about you? Sunday Golf Edition. The Loma Bag. I'm just here for a good time. You're a poor three master. You're probably wearing sneakers, and you somehow shoot better than everyone taking it seriously. The Ryder Bag. You like to walk. The golf bug has fully hit you, and you're starting to care a little bit too much about your handicap. Big Rig Cart Bag. You definitely have a man cave. You have a specific pocket for everything. Snacks, sunscreen, speakers, and you always ride, never walk. What type of Sunday golf bag are you?
Why it works. A real constraint (rehab) makes the recommendation specific and credible, and 'if you're in a similar boat' targets the exact buyer.
Your version. A senior or injured golfer explains why a putter that rolls true with less effort matters when the stroke gets shorter or shakier. Opening line: "I'm 68, my hands aren't what they were, and here is why I switched putters."
Full transcript
So I got a hip replacement out a year ago. I'm rehabbing it. It's been going super well. And about a few months ago, I was really wanting to get back into golf and just wanted to walk the corpse. If you're in a similar boat, I would highly recommend getting this badge. It has been so nice for me walking. Just a course, my hips, my shoulders. It's super lightweight, super comfortable. Balances well on my back. It still holds everything I need. But more importantly, it just doesn't feel like it's too much weight and I'm walking on the course. I would heavily recommend for anyone who feels or is looking for a similar thing.
Why it works. A skeptic's challenge to a precise number ('let's see if that's true') turns a demo into a bet the viewer wants to watch pay off.
Your version. Dan times how long it takes to feel the difference: ten putts with an old putter, ten with a Spoiler, phone on a tripod, stopwatch on screen. Opening line: "Ten putts. They say you feel the roll in ten putts. Let's see if that's true."
Full transcript
Nine minutes. It took me nine minutes and 11 seconds to install this bidet. All right, let's see if that's true. Wow, that's actually insane. The hose connects to the valve right behind your tank, so no, it's not the dirty poop water. Then this plate slides under the seat. Two screws with your fingers and boom. Oh my gosh, I have a bidet. I'm so excited. Let's give it a try. Oh my gosh, I can't believe I just did this by myself. This is insane. This is definitely something to experience at least once in a lifetime. So don't wait. Head to hellotissue.com and get the upgrade that you will use more than anything else.
Why it works. The 'convince my skeptical friend' format lets the product earn its praise live, and the banter keeps people watching through the pitch.
Your version. Dan in the cart or on the putting green with his most stubborn golf buddy who has used the same putter for 15 years, filming the first five putts. Opening line: "My buddy has putted with the same blade since 2009. We're gonna make him roll a Spoiler."
Full transcript
My buddy never eats breakfast, and he always complains about how tired he is today. We're gonna have him try some oats. Sup, brother? How we doing? Not too bad. Brought you a little treat. Oats overnight. Tres leches. Did you just drink it? That's good. I'm telling you. Dude, you do not. Tres leches actually means three milks and spinach. And you can taste all three in here. Can you taste all three of them? What are we giving the tres leches flavor? Oh, we're rating it? Yeah. Out of 10 compared to what? I don't know, your sex life? 10. Okay. Strawberries and cream. Smells, ooh. I like it a little summer. Yeah, that's fine. Is there actually 20 grams of protein in this? 20 grams. So you just fill it with the milk of your choice, dump it in here, and then you're ready to go. Yeah, you can use whatever milk you want. Homestyle waffles, brother. Can you tell me what you think? That is good. I brought all the flavors. Strawberries and cream. Homestyle waffles. Blackberry. Or the tres leches. Aw, man. The Homestyle waffles along with all of the other ones. I'm gonna give you four of these, but I'm gonna need you to go to oatsovernight.com. There's 30 different flavors to choose from. You
Why it works. A third-party witness (the spouse) vouching for durability and obsession is more believable than the wearer saying it himself.
Your version. A partner or playing partner films 'my husband will not shut up about this putter' with clips of him practicing in the living room. Opening line: "When I tell you my husband is obsessed with this putter, I mean he putts in the hallway."
Full transcript
When I tell you my husband is obsessed with bird dogs, I mean, he is obsessed. I've been adding to his habit of purchasing more and more of these shorts. My husband had been buying shorts on Amazon and I feel like he's been getting a replacement pair every month because the quality is just not that good. I found bird dogs. I ordered him a few pairs and now he's hooked. We haven't had to buy a new pair yet because they've been holding up so great. They just look so much better than the shorts I used to wear. The only issue is that he already wants more colors. The best part is that these shorts are three in one. They're khakis, gym shorts, and even a swimsuit. You could easily wear these shorts to golf. You could pair them with a nice shirt for dinner. You can wear them out to the gym. Now that we're approaching summer, they double as his swim trunks. The quality is great and it's worth every penny. So grab a pair today before they sell out.
Why it works. The convert's confession ('I did not think I needed this until I had one') pre-empts the viewer's own indifference.
Your version. A customer's confession video: 'I have officially become a zero-skid putter person', filmed on their home mat, ending on 'there is no going back'. Opening line: "I have officially become a forward-roll person. I did not think I needed this until I had one."
Full transcript
I have officially become a bidet person. This is one of those things I did not think I needed until I had one. We upgraded our bathroom with the tushy cloud and now a regular toilet seat feels unacceptable. It's soft clothes, really comfortable, and I love that it looks sleek and elevated. But the real luxury, the seat is heated, the fresh water is warm, and you can adjust the pressure and position, and it has a warm air dryer. I'm not saying I'm too good for toilet paper now, but we've upgraded. It even has a built-in nightlight. I fully expected installing something like this would be a whole bathroom problem, but it was so easy to install. This is the first class version of going to the bathroom, and I fear there's no going back.
Why it works. A fast binary question forces an instant opinion from the viewer, and the rapid-fire delivery keeps the whole 27 seconds under the thumb.
Your version. Dan or a customer holds up two Spoiler head shapes or finishes: 'team blade or team mallet?' then rattles off who each is for. Opening line: "Are you team blade or team mallet? Pick now, then let me tell you why it matters for roll."
Full transcript
are you team strawberry or grape best of the best snack pb and j grape is the new flavor strawberry and pb and j is also amazing they also have like cookie dough and fudge the perfect little snack pre-workout snack boat snack beach day snack made with real fruit coconut oil maple syrup jerusalem artichoke which is a prebiotic super super good for your gut health there's six grams of protein and four grams of fiber per bar we are all obsessed
5Hooks
A hook is the first 10 seconds, and it is four layers running at the same time. Each layer is a variable you can change on its own. Change only the opening layers and keep the body, and one finished video becomes three ads.
Fifteen Spoiler hooks, written in four layers
| # | Hook | Type | Visual | Movement | On-screen text | Spoken line |
|---|---|---|---|---|---|---|
| 01 | The first foot | Demo | Camera on the grass behind the ball, putter face in frame, Spoiler and a blade side by side | Two putts struck in sequence, slow motion on the first foot of each | WATCH THE FIRST FOOT | “Watch the first foot of each roll. One skids. One rolls. That is the whole putter.” |
| 02 | Not your fault | Absolution | Dan on the practice green, face to lens, putter over his shoulder | Locked off, then a cut to a putt dying short | LEAVING PUTTS SHORT? IT MIGHT NOT BE YOUR STROKE. | “If you keep leaving putts short, it is probably not your stroke. Your putter is launching the ball.” |
| 03 | The wedge | Origin | Dan putting with a wedge on a mat | One putt with the wedge, then he holds the Spoiler face next to the wedge face | THIS IS WHY THE FACE LOOKS LIKE THIS | “The ball rolls better off a wedge than off your putter. So we built a putter face that does what the wedge does.” |
| 04 | Ten putts | Dare | Phone on a tripod, stopwatch on screen, Dan at address | Ten putts in a fast cut, counter ticking up | TEN PUTTS. LET'S SEE IF THAT'S TRUE. | “They say you feel the difference in ten putts. Let's see if that's true.” |
| 05 | Told me not to | Founder story | Dan in the shop, product on the bench, no putter in hand yet | Walks toward the camera, picks the putter up on the last word | WHY I BUILT A PUTTER COMPANY | “A lot of people told me the world did not need another putter company. Here is why I built one anyway.” |
| 06 | Your driver evolved | Contrast | Driver face then putter face, both filling the frame | Hard cut between the two faces, then pull back to Dan | YOUR DRIVER EVOLVED. DID YOUR PUTTER? | “Your driver face was engineered for launch. Your putter face was engineered to look nice at address. That is the problem.” |
| 07 | Backspin confession | Myth | Extreme close-up of a ball at impact, dimples visible | Slow motion of the ball spinning backward off a lofted putter | YOUR PUTTER PUTS BACKSPIN ON THE BALL | “Yes, your putter puts backspin on the ball. Most of you do not know it. Watch.” |
| 08 | Putter of the day | Dispatch | Dan at the bench with one finished putter and a shipping box | Handheld, he turns the head to show the face, one take | PUTTER OF THE DAY | “Putter of the day. This one is heading to Mike in Scottsdale. Let me show you what he picked.” |
| 09 | Team blade or team mallet | Binary | Two Spoiler heads held up to the lens | Quick alternating cuts between the two heads | TEAM BLADE OR TEAM MALLET? | “Team blade or team mallet? Pick now, then let me tell you why it matters for roll.” |
| 10 | The buddy test | Skeptic | Dan and a friend on the practice green, phone handheld | Friend rolls three putts, camera stays on his face for the reaction | HE'S PUTTED WITH THE SAME BLADE SINCE 2009 | “My buddy has putted with the same blade since 2009. We're gonna make him roll a Spoiler.” |
| 11 | Feedback over forgiveness | Contrarian | Dan holding a big forgiving mallet in one hand and a Spoiler in the other | He sets the mallet down out of frame | FORGIVENESS HIDES YOUR MISS | “Forgiving putters hide your miss. That is why you never fix it.” |
| 12 | What your putter says | Quiz | Three putters lined up on the green, Dan behind them | Jump cuts from putter to putter | WHAT YOUR PUTTER SAYS ABOUT YOU | “What your putter says about you. Golf edition.” |
| 13 | Scary switch | Confession | A customer (or Dan telling the story) on the course, selfie framing | Walking and talking, cut to the first putt of the round | I SWITCHED PUTTERS THE WEEK BEFORE CLUB CHAMPS | “I switched putters the week before our club championship. This was a scary decision.” |
| 14 | Officially a roll person | Convert | Customer on a home mat, selfie, putter leaning in frame | Locked off, one cut to a putt on the mat | I DID NOT THINK I NEEDED THIS | “I have officially become a forward-roll person. I did not think I needed this until I had one.” |
| 15 | Rick Shiels said | Authority | The putter on the bench, Dan's hands only | Slow push in on the face, Dan's voice over | BEST PUTTER HE TESTED IN 2025 | “Rick Shiels tested this and called it the best putter he tested in 2025. Here is what he was reacting to.” |
6Our videos
Eight of our own videos, with where viewers leave and what to change. Retention is the share of starts still watching at each quarter of the video. Scripts are written to be shot on a phone; most of the fixes are edits to footage that already exists.
Lead Edge Roll Explainer (founder)
Three ad copies combined
What the numbers say. The strongest opening in the account: 51% of people who see it stop, against 13% account-wide. Then the story takes 40 seconds to reach the payoff (COVID, drills, dad putting with a wedge for a year) and 78% of viewers are gone by the 14-second mark. Average watch time is 12 seconds of 58.
Keep. Dan, the shop, the putter held up to the lens, the wedge story. All of it works. The order is the problem.
New script.
- 0 to 3s. Hold the putter face to the lens. 'Why does the face look like this? Because the ball rolls better off a wedge than off your putter.'
- 3 to 10s. Cut to a wedge putt on the mat, slow motion on the first foot. 'My dad put his putter away for a year and putted with a wedge, because the ball rolled better.'
- 10 to 20s. Back to Dan. 'So we built that into a putter. The lead edge catches the ball at the equator, so it rolls instead of hopping.'
- 20 to 28s. Spoiler putt next to a blade putt, same slow motion, on-screen label SKID vs ROLL.
- 28 to 35s. 'Rick Shiels called it the best putter he tested in 2025. Roll one and you will feel why.' Wordmark, site.
Cut notes. Trim from 58 to 35 seconds. Put the first demo at second 3, not second 40. Captions larger and in the top third so the putter stays visible. Record three openings for the same body: the face-to-lens line above, 'Your putter puts backspin on the ball', and 'A lot of people told me the world did not need another putter company'.
Roll (demo loop)
What the numbers say. A 2.4-second silent loop of a putt with 'Just let it roll' on screen. 36% of viewers watch it to the end and it converts at 1.33, above the account. It is doing the job of a demo with no proof in it.
Keep. The ground-level angle, the loop, no voice.
New script.
- Extend to a 7-second loop: a conventional putter on the left, the Spoiler on the right, both struck at once, slow motion on the first foot, a thin marker where each ball starts rolling true.
- One line of text: THE FIRST FOOT DECIDES THE PUTT. Second line at the end: SPOILER. PURE FORWARD ROLL.
Cut notes. Keep it silent and looping. Shoot on a mat indoors with a phone at grass level and a second phone for the top-down angle. Cut the top-down version as the second ad.
Backspin (founder demo)
What the numbers say. Opens mid-sentence ('And that's the issue. Watch right here.') which is a good pattern interrupt, and 51% of viewers stop. But the backspin shot is small and hard to read on a phone, and the explanation of loft runs 20 seconds before the Spoiler appears. Average watch 10 seconds of 48.
Keep. The mid-sentence open, the shop neon, the plain-English line 'most of you have backspin and don't know it'.
New script.
- 0 to 4s. Extreme close-up of the ball at impact, spinning backward, in slow motion. Dan's voice: 'That ball is spinning backward. Yes, off a putter.'
- 4 to 12s. Dan to camera: 'Every lofted putter launches the ball and puts backspin on it. That is the hop you feel on short putts.'
- 12 to 22s. Spoiler impact, same close-up, ball rolling forward from the start. 'Lead Edge Roll catches the ball at the equator. No launch, no backspin.'
- 22 to 28s. 'Most of you have backspin and don't know it. Now you do.' Wordmark.
Cut notes. 48 seconds down to 28. Film the impact with the phone on the mat, 240fps, ball filling a third of the frame. Make the backspin shot the opening, not the proof.
What if there was a putter (yapper)
What the numbers say. 47% stop for it, then it fades: the opening question is 7 seconds long and the body is three fragments ('less skid, more forward roll, literally just rolls the ball better') with no proof and no customer. Average watch 6 seconds of 32.
Keep. The casual shop setting and the backwards cap: this is the right register for a yapper ad.
New script.
- 0 to 3s. 'What if your putter rolled the ball better than your putter? Hear me out.'
- 3 to 12s. 'Every putter you have owned launches the ball a little. It skids, then it rolls. This one rolls from the first inch.' Cut to a ground-level roll.
- 12 to 22s. 'Jamie H. called it the best putter on the market, period. I am biased, so do not take my word for it.' Review on screen.
- 22 to 28s. 'Roll ten putts. If you cannot feel it, send it back.' (only if the return policy allows it; otherwise 'Roll ten putts and tell me I am wrong.')
Cut notes. Tighten the question to three seconds. Add one proof insert and one review card. The yapper format needs a specific claim in the first sentence, not a hypothetical.
V07 You think Spoiler might be a gimmick?
What the numbers say. The lowest stop rate of any video with spend (13%). It opens on a still product image with text, so in the feed it reads as a static for the first three seconds and people scroll. The Jimmy story is good, but Jimmy never appears or speaks.
Keep. The gimmick objection is the right objection to answer. The review quotes at the end are strong.
New script.
- 0 to 3s. Live putt, ground level, ball rolling toward the lens. Text: 'YOU THINK IT'S A GIMMICK? SO DID JIMMY.'
- 3 to 10s. Jimmy's own voice or face (ask him for a 15-second phone video), or Dan reading Jimmy's message off his phone on camera.
- 10 to 18s. Jimmy's putts on the course, his quote on screen.
- 18 to 22s. 'Not a gimmick. It works.' Wordmark.
Cut notes. Replace the static opening frame with motion. If Jimmy will not film, Dan reads the review on camera, which still beats text over a product photo.
VIDEO-24 Don't just buy a better putter
What the numbers say. 46% stop for it and 35% are still there at the quarter mark, so the opening works. No voice, no proof, and the line 'become a better putter' is a promise with nothing behind it. Zero purchases on $577.
Keep. The on-course footage, the natural light, the swing-and-walk rhythm.
New script.
- Keep the footage, add a voice-over: 'A forgiving putter hides your miss. This one shows it to you, so you fix it.'
- Insert a 3-second close-up of a mishit on the Spoiler (the ball hop) and then a clean strike, with the labels MISS and FIX.
- End on one customer line and the wordmark.
Cut notes. Record the voice-over on a phone in a quiet room. Add the two inserts. The edit is 20 minutes of work on an existing asset.
V03 Your control ends at impact
What the numbers say. The idea is the best new angle in the batch: you control the stroke, the putter controls what happens after impact. 47% stop and 36% are there at the quarter mark. It is silent, so the idea arrives in captions only.
Keep. The whole concept and the structure. It needs sound and a proof shot.
New script.
- Dan's voice-over on the existing cut: 'You control the stroke. You do not control what the ball does after impact. Your putter does.'
- At 'see the roll', cut to the side-by-side slow motion from the Roll loop.
- Close: 'Lead Edge Roll. Pure forward roll from the first inch.'
Cut notes. Same footage, add voice and one insert. Then cut two more openings: the backspin close-up and the driver-face contrast.
V09 You've spent years developing your touch
What the numbers say. The best retention in the account: 55% at the quarter mark, 40% at the half, 21% watch all of it. A senior golfer putting on a real course with the line 'your putter should reward it'. The spend is too small for a read on sales, so treat it as a retention signal, not a winner yet.
Keep. Everything. This is the retention model for the account.
New script.
- Cut three openings onto this body: the existing one, 'I'm 68 and my hands are not what they were' (if the golfer will say it), and the putt dying short with 'leaving them short? It might not be your stroke'.
Cut notes. Three ads from one shoot. Monitor whether it earns more budget once it passes $300.
7October plan
Ten shooting sessions in October, close to 40 ads out. Every video is shot once and cut three ways. Every static layout gets two headline versions. Nothing here needs a crew: a phone, a tripod, a mat and the practice green.
| When | Session | What it takes | Output | Why first |
|---|---|---|---|---|
| Week 1 | Re-cut the founder explainer | Existing footage plus a 15-minute reshoot of three openings | 3 ads | The highest-spend video in the account with its body fixed. |
| Week 1 | Statics batch one | Layouts 8, 13, 15, 16 and 1 from the swipe (review, sold out, badge, comparison, us vs them) built in Canva from the mock-ups, two headlines each | 10 ads | Proof-led statics, the format with the best efficiency at scale. |
| Week 1 | Roll loop v2 | Mat, two phones, side-by-side slow motion | 2 ads | Replaces the 2.4-second loop and becomes the proof insert for every other video. |
| Week 2 | Backspin re-shoot | Phone on the mat at 240fps, ten minutes | 3 ads (three openings) | The myth-busting founder demo. |
| Week 2 | Putter of the day | One finished putter, one customer first name, 30 seconds, no script | 2 ads | The dispatch format: cheapest content in this plan, repeatable every week. |
| Week 2 | The buddy test | A friend, the practice green, five putts, keep the reaction | 2 ads | First off-the-cuff UGC-style ad from inside the brand. |
| Week 3 | Statics batch two | Layouts 2, 3, 5, 10, 19 (feature breakdown, three-panel, annotated, note, data card) | 10 ads | Second proof batch; swap the real roll-test number in. |
| Week 3 | Voice-over passes | V03, VIDEO-24 and V07 get voice and one insert each | 3 ads | Three existing assets rescued for about an hour of editing. |
| Week 4 | Customer confession | Ask two customers for a 30-second phone video using the 'scary switch' or 'officially a roll person' hook | 2 ads | Real third-party voices, the thing the account has least of. |
| Week 4 | Mallet launch teaser | Dan at the bench with the center-shafted mallet, 'team blade or team mallet' opening | 2 ads | Sets up the October mallet launch. |
| Ten sessions | 39 ads |
Talking points
Statics with proof lead the account (1.45 ROAS on $32K). Founder video has the best hook and the longest body. Cost per purchase went $311 to $252 after the rebuild and back to $311 as new ads fell behind plan (47 of 60 in September). No new creative has reached 15 purchases yet.
20 competitor layouts, each with a Spoiler mock-up. Build from the mock-ups in Canva, swap in real proof. Start with the five proof layouts.
12 examples. The pattern: one claim in the first sentence, the maker's own words, one concrete proof. Your version of each is written out with the opening line.
12 examples. Specific result or confession in the first three seconds, then the honest objection. Two of these should come from customers, not Dan.
Four layers (visual, movement, text, spoken line). Shoot the body once, record three openings, cut three ads. Fifteen hooks written for Spoiler.
Eight videos reviewed with retention numbers. The explainer gets a re-order, three assets get a voice-over, V09 is the retention model.
Ten sessions, 39 ads, in priority order. First three sessions matter most.