Direct Response Creative Strategist

Darrell Rattray

$0k+
Meta ad spend managed
0+
Unique ad creatives tested
$0k+
Multiple individual ads scaled from $25k to $50k+
Scripts Case Study Get in Touch

Sample Scripts

A variety of scripts written across health, skincare and wellness brands.

Health & Wellness

Bloom and Bond

If you're a woman losing your hair on Ozempic, this is the part your doctor forgot to mention.

Explains the mechanism behind the problem before ever selling the fix.

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Hook 1: If you're a woman losing your hair on Ozempic, this is the part your doctor forgot to mention.

Hook 2: The reason your hair is falling out on a GLP-1 has nothing to do with the drug. It's a hormone crash almost no one is talking about.

I lost 42 pounds on Ozempic. And I nearly gave every single one of them back, because of what it did to my hair.

It started in the shower. Then the pillow. Then a little more in the brush every morning. I was finally winning at the one thing I'd fought my whole life, and I was watching my hair go down the drain because of it.

So I did what everyone tells you to do. Protein. Biotin. Minoxidil every morning. Months of it. Nothing slowed it down. If anything it got worse.

Here's what my doctor never explained to me. When a GLP-1 works, your body burns fat. But your fat cells were storing your estrogen. So as the fat disappears, your estrogen drops with it. And estrogen was the shield protecting your hair. The second it drops, a hormone called DHT moves in, attacks the follicle, and shrinks it until the hair stops growing. That's the part nobody warns you about.

It was never the weight loss taking my hair. It was the hormone crash underneath it. And that is exactly why nothing I tried worked. Protein only feeds the follicle. Biotin only strengthens the strand. Minoxidil only forces growth. Not one of them touches DHT. So the real problem was never getting dealt with.

What I actually needed was a DHT blocker made for this specific kind of hair loss. That's Bloom and Bond. Cold-pressed pumpkin seed oil and saw palmetto, and together they shut down the enzyme that turns testosterone into DHT in the first place.

The cold-pressed part is the whole thing, because heat kills the active compounds. Most cheap pumpkin seed supplements are heat-processed, so they're basically dead before they reach you. This one isn't.

And I'm not alone in this. Thousands of women on GLP-1s have used it to get their hair back. In one clinical study, pumpkin seed oil increased hair count by 40% in 24 weeks. Two capsules a day. Within a few weeks there was less hair in the drain. Then the baby hairs started coming in along my hairline. My crown filled back in. And I never had to stop my Ozempic to do it.

It comes with a 90-day guarantee. Take it every day for 90 days, and if you don't see your hair coming back, you don't pay a cent. You don't have to choose between your weight and your hair. Get Bloom and Bond, and get it sent to your door today.

Skincare

Reveka

I spent four years putting steroid cream on my eczema before I realised the thing making it flare was the bar of soap I was using.

Story ad built around a hidden everyday culprit.

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I spent four years putting steroid cream on my eczema before I realised the thing making it flare was the bar of soap I was using.

I tried everything before I worked that out, so honestly, if you've been there, just hear me out, because I wish someone had told me this years ago.

Steroid creams from the GP thinned my skin. £40 'gentle' washes that stung the second they touched my skin. The flare ups would settle for a few days then come running back. I stopped wearing anything short-sleeved and would plan my outfits around hiding my arms.

What actually changed it wasn't a new cream or another prescription. It was realising the soap I was using daily was quietly making everything worse and I had no clue.

My auntie had the same thing for years and she's the one who put me onto this. A magnesium bar from REVEKA. And when she explained why it works it makes so much sense. So magnesium actually calms down whatever it is in your skin that makes eczema kick off and instead of stripping everything out like normal soaps do, it kind of helps your skin hold onto the moisture again. To be honest I didn't expect much, but I was shocked with the results. Itching settled within about a week and by week three the redness had honestly just gone.

Now I'm in t-shirts again. I caught myself in the mirror last week and actually smiled. It sounds dramatic over a bar of soap, but when you've hidden your skin for years, feeling like yourself again is everything.

If your skin's been through it like mine has, give REVEKA a go before you completely give up. I've left a link down below if you want to have a look for yourself and if you use 'SKIN15' you'll get 15% off your first order.

Skincare

Pureskin

I've never spent a penny on skincare and somehow my skin has ended up better than ever.

Built on an angle competing brands can't run.

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Hook 1: I've never spent a penny on skincare and somehow my skin has ended up better than ever.

Hook 2: Turns out the best thing I ever did for my skin was not buying skincare.

I've never been a skincare guy. I just splash water on my face and get on with my day.

But every summer my skin would get a bit worse. So I blamed the heat, my genetics or just being unlucky.

Turns out it was never my skin. It was this. You wash your face, then dry it with the same damp towel that's been sitting in a warm bathroom growing bacteria all day. You're wiping all that dirt straight back on.

So I swapped to these. Clean single use cotton towels by pureskin. Dry your face once, bin it.

I didn't change anything else. Still just water. I just stopped drying my face with a dirty towel. And my skin's never looked this good. Without spending a penny on skincare products.

So if you're like me and you've spent years thinking you've just got bad skin, maybe it's not your skin. Maybe it's the last thing touching it.

Honestly, I'd recommend pureskin to anyone. I've left their link down below if you wanna give them a try.

Skincare

Pureskin

I always thought I just had bad skin.

Flips a false belief with one simple reveal.

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I always thought I just had bad skin.

Every summer it got worse. More sweat, more oil, more breakouts. So I blamed the heat. Before that, I blamed my genetics. I just thought that's how my skin was.

Turns out... it wasn't my skin at all.

It was my towel.

Think about it. You wash your face, get it completely clean... then dry it with the same damp towel that's been hanging in your bathroom.

I was basically undoing the last thing I'd just done.

So I switched to pureskin.

They're just clean, single use 100% cotton face towels. Dry your face once, bin it.

No skincare routine. No creams. No ten-step nonsense.

A few weeks later, my skin finally started to calm down. And apparently, I'm far from the only guy who noticed the same thing.

Honestly, it's cheaper than all the skincare I was never going to buy anyway.

So if you've spent years thinking you just have bad skin...

Maybe you don't.

Maybe it's just the last thing touching your face.

Skincare

Pureskin

Pureskin has gotten so popular that cheap copies are showing up everywhere now.

Turns copycats into a trust signal.

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Pureskin has gotten so popular that cheap copies are showing up everywhere now.

Single use face towels on Amazon that look almost identical. Same box. Same disposable pitch. Same promise.

And honestly... from the outside, it's hard to tell them apart.

The difference is what actually touches your face.

Cheap copies cut corners.

Some use synthetic fibres instead of 100% pure cotton. Some add fragrance. Some don't even stay together once they're wet.

People buy them, see no difference, then decide this whole towel thing was just another gimmick.

But that's not a towel problem.

That's a cheap towel problem.

Pureskin is made from 100% pure cotton. No synthetic fibres. No added fragrance. Just a clean towel for a freshly washed face.

That's why over 725 clinicians, including dermatologists, recommend Pureskin without being paid.

If you're finally going to make the switch, don't judge the whole idea by a cheap copy.

Get the original.

Try it risk free for 60 days.

Wellness

Ancient Root

In a remote village in southern China the average man lives past ninety.

Discovery-led VSL using curiosity and storytelling to introduce the product naturally.

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In a remote village in southern China the average man lives past ninety.

I discovered something that shocked me. These elderly men are climbing hills and working with their hands daily.

I watched an 82 year old man haul bags of grain up a hill without stopping, and a 91 year old chop wood for an hour straight. I spent nine days in this village trying to work out what I was missing. There was something different about the way these men moved. They carried themselves like men half their age.

Everywhere I went I kept asking the same question. What are you doing that's different. Nobody gave me a straight answer until I met the village doctor. He'd spent over sixty years treating three generations of families in this village.

I asked him what keeps these men so strong for so long. He said every man's body runs off a deep energy system that sits underneath everything else. In traditional practice they call it kidney energy. The root that powers the whole body. He said when this root is fed properly men stay like this. Strong and sharp well into old age.

Every man in this village has been drinking the same tea daily for generations. Ginseng, schisandra, goji berry, and five other plants I'd never even heard of. Each one was used to support a different part of what they called your kidney energy. They believed if you fed the root, everything else took care of itself.

I asked him why nobody outside this village seems to know about it. He said most doctors in the West were never trained to look for it. So they never think to feed it.

Before I left, the doctor wrote down all eight plants they used. When I got home, I spent weeks trying to find that same traditional blend. Most versions were missing half the ingredients or cutting corners.

Eventually I came across a small company called Ancient Root who were producing that exact combination. I have one of these special teas daily. About a month later I realised I was waking up before my alarm and out the door without coffee for the first time in years. By month two I outran my 14 year old son to the end of the street and a few days later my wife grabbed me in bed one night and said whatever you're taking, don't stop.

I've left the link down below, right now Ancient Root are running a Buy 2 Get 1 FREE offer. They still make these in small batches though, so when they sell out there really is a wait for the next one. Don't miss out.

Case Study

Liftyz: Zero to Consistent 5-Figure Months

A gym grip product in a competitive fitness market, up against brands with bigger budgets, established audiences and full creative teams. Built and run solo.

£0k+
Ad spend on this brand
0%
Avg CVR, up from 1.6%
0%
Hook Rate (Winning Ad)
01

The Problem

A gym grip product in a sophisticated market, going up against brands with larger creative teams, bigger budgets and existing audiences. No safety net. Every decision came with real financial consequences.

02

Research & Audience Discovery

Originally launched targeting men. Deep customer research across fitness forums, Facebook groups, Reddit and competitor comment sections, as well as initial spend data, uncovered the real customer. Women 35 to 50 who were aiming to increase the weight they lift on their RDL and deadlift but their grip was holding them back.

Before: Wrong Audience
ROAS0.47
CVR1.6%
TargetMen (assumed)
After: Right Audience
ROAS2.0+ (top ads)
CVR3.8 to 4.2%
TargetWomen 35 to 50
Expand

Meta spend breakdown confirmed it. Over 70% of optimised spend concentrated in the 35 to 50 bracket, with 35 to 44 taking the largest share. As the data sharpened, so did the creative direction. The 18 to 24 demographic was naturally filtered out as the strategy evolved.

03

Creative System

A framework built to speak to that audience with precision, then tested until the signals were clear.

Pain-First Hooks

"Your grip keeps failing you" was a winning hook. With winning ad hook rates hitting 40 to 52%.

Exercise Specificity

RDL focused creatives beat generic grip content. Being precise in calling out the customer drove CVR.

Representation Matching

Creative talent rebuilt to match the real buyer. This outperformed generic gym content.

Language Mirroring

Customers' exact words mined from forums and comments went straight into ad copy.

Expand

Hooks: POV caption, pattern interrupt opener, comment-reply objection handling and age-specific direct address.

Research: Community groups, forums, comment sections and direct conversations with real buyers built a complete customer language bank. Their motivations went directly into ad copy and landing page messaging.

04

The Creative

Four hook formats from the Liftyz creative library, each targeting the same audience with a different entry point.

Video
Lifestyle Angle
Hooks the RDL obsession, not the problem.
Social Proof
Multi-creator format mentioning 'thousands who ditched straps'. Good form of social proof.
Objection Handling
Comment-reply format, native feel.
Audience-Specific
"Over 30" hook drawn from age related data.
Static
Heat map before/after
Visual Concept
Thermal imaging explains the product in one glance.
Cinematic product static
Basic Static and Copy
Basic static with relatable and common customer language.
Review static
Review Pull
Native review format, top-performing static.
05

Behind the Numbers

A snapshot from Meta Ads Manager showing combined spend per creative across all ad sets. These are the top performers by spend on the account.

Meta Ads Manager: Top Creatives by Spend
AdSpendHook RateHold RateROAS
Ad 1£00%0%0+
Ad 2£00%0%0+
Ad 3£00%0%0+
Ad 4£00%0%0+
Ad 5£00%0%0+
06

What I Took Away


Let's talk.

DTC brands and performance marketing agencies. If you want a strategist with real skin in the game, get in touch.

djrattray03@gmail.com