Why This Testimonial Ad for a Sleep Mask Is Winning

Happy Thursday!

This week, we’re analyzing a testimonial ad for a blackout sleep mask. It’s packed with relatable storytelling and actionable strategies that you can apply to your ads immediately.

Whether you’re in the wellness niche or selling completely different products, the strategies used here can work for your brand too.

Let’s break down this ad and pull out some actionable tips you can implement this week to improve your ad creative.

Watch the ad here: Sleep Mask Testimonial Ad

1. Instant Hook

"Did you know this crazy science behind blackout sleep masks?”

Right out of the gate, this ad grabs your attention by introducing something unexpected: “crazy science”

The phrasing is intriguing and appeals to curiosity, making you want to stick around to learn more. It immediately signals that what follows will be new and interesting, potentially even mind-blowing.

This is critical in an ad, especially when competing against a sea of content for attention.

Action Item: Start your ads with a hook that creates intrigue. Use powerful phrasing that invites curiosity, whether it’s through posing a question, making a bold claim, or hinting at a surprising benefit.

2. Relatable Problem

"Okay so I’m a light sleeper and I’ve always struggled getting quality sleep…”

From here, the ad quickly connects with viewers by presenting a common problem: trouble sleeping. Many people can relate to this, and once a viewer sees themselves in the ad, they’re more likely to stay engaged.

It transitions from the personal struggle of the creator into the broader concept of how important quality sleep is.

The creator then explains that they didn’t fully realize how impactful good sleep was until they stumbled upon new information.

Action Item: Connect with your audience by introducing a relatable problem. Make sure that your audience sees themselves in the narrative right from the start. When they do, they’re more likely to keep watching because they’ll believe your product could be the solution they need.

3. Authority & Social Proof

"I found the Manta Sleep Mask featured on Forbes…”

The ad then cleverly integrates social proof by mentioning Forbes. This isn’t just a random product testimonial anymore—it’s now validated by an external, trustworthy source (in consumers’ eyes). By doing this, the ad builds authority and trust in the product.

Mentioning Forbes also taps into a psychological principle: if a respected media outlet approves of it, it must be good. This creates a sense of credibility that smaller brands often struggle to establish.

Action Item: Use social proof and authority to build trust. If your product has been mentioned by a reputable source or endorsed by influencers, don’t hesitate to incorporate it into your ad. Even if you don’t have those big names, use customer testimonials or statistics to back up your claims.

4. The Emotional Payoff

"Let me tell you, it's a total game changer. I've been getting the best sleep of my life and I wake up feeling rested, more alert, clear-headed, and ready to take on the day.”

The ad culminates in a personal, emotional payoff. After explaining the science and the problem, the creator shares their personal transformation thanks to the product.

The audience is no longer just hearing about the features—they’re seeing the real-life benefits and feeling the emotional satisfaction of the results.

This payoff is powerful because it conveys that the product actually works. The creator is sleeping better, feeling better, and living better because of the sleep mask.

Action Item: Show the emotional benefits of your product. Don’t just tell your audience what your product does. Show them how it improves their lives. Let them visualize how they’ll feel once they start using it.

5. Simple Call to Action

"Get yours today!"

The ad finishes with a clear and direct call to action. After experiencing the full journey from curiosity, to education, to emotional payoff, the viewer is presented with an easy decision: click to buy.

By this point, the viewer is likely convinced that they need this sleep mask in their life. The ad doesn’t overcomplicate things; it makes the next step obvious and accessible.

Action Item: Make your call to action direct and simple. After building up the emotional and practical benefits of your product, ensure your audience knows exactly what to do next.

Key Takeaways You Can Implement Today

Here’s how you can apply these winning techniques to your own ads this week:

1. Lead with Curiosity

Start your ad with a hook that piques curiosity. Ask a thought-provoking question or introduce an idea that makes viewers want to keep watching. The goal is to get them invested in the first few seconds.

2. Establish Credibility

Use authority or social proof to build trust early on. Whether it’s a media mention, influencer endorsement, or customer review, show your audience that your product is respected by others.

3. Highlight the Emotional Benefits

Show the real-life impact your product can have on your customers. Whether it’s better sleep, improved health, or enhanced productivity, make sure to emphasize how your product will improve their daily life.

4. Clear Call to Action

After delivering your message, make sure your call to action is crystal clear. Whether you’re asking your audience to buy, sign up, or learn more, guide them through the next steps in a straightforward way.

Final Thoughts: Simplicity & Relatability Drive Results

This sleep mask ad nails the basics: it hooks viewers, presents a relatable problem, builds credibility with authority, and offers an emotional payoff, all while keeping things simple.

It’s a great reminder that the most powerful ads don’t need to be complicated—they just need to connect with people on a personal level and make the benefits of the product crystal clear.

Winning Ad Breakdown: 4.15 ROAS & 50% Hook Rate

In just 6 months, our optimized ad creative generated over $400,000 in revenue with 4.25 ROAS on $95,000 ad spend.

We reduced CPA by 42% and doubled ROAS from 2.24 to 4.25.

Check out the full breakdown and watch my Loom video here.

How We Can Help You

Whenever you’re ready, there are 3 ways we can help you…

1. Looking for a creative partner to handle everything? We’ll produce winning ads every month and help you scale. Apply to work with us here. Our clients include brands like HexClad, BestSelf, and Morning Brew.

2. Want to build a team that can create hundreds of winning ads? We’ll train your internal team and implement our proven creative systems. Apply here.

3. Don’t want to hire anyone but still want a steady stream of winning ads? Join our program and learn the creative production process we’ve developed over 3 years and tens of thousands of ads.