The Menu Building Framework

Learn how to build high-converting ad concepts from scratch by systematically deconstructing your product, audience, and value propositions into a powerful creative menu system.

Initial Discovery Process

Start by gathering essential elements:

  • Product Definition: Core offering and bestsellers
  • Available Content: Website, social media, ad libraries
  • Value Propositions: Key features and benefits
  • Target Audience: Demographics and behaviors

Category Framework

  • Functions: Core product capabilities and features
  • Benefits: Customer outcomes and transformations
  • Materials: Physical attributes and quality markers
  • Messaging: Primary angles and proven hooks

Concept Development

Systematic approach to creating variations:

  • Feature-to-Benefit Conversion: Transform features into outcomes
  • Problem-Solution Mapping: Match pain points to solutions
  • A/B Testing Structure: Test concepts systematically
  • Creative Brief Development: Clear guidelines for execution

Menu Building Workshop

A systematic approach to developing high-converting ad concepts from existing assets

Resources

Menu Template
AI Prompts
Brief Guide

Workshop Breakdown

Step 1: Content Source Analysis

Start by gathering all available content without creating anything new:

  • Product pages and descriptions
  • Social media content (Instagram, Facebook, TikTok)
  • Existing ads from Facebook/Meta Ad Library
  • Customer reviews and testimonials

Step 2: Product Focus

Use the principle of elimination:

  • Identify your 80% product (best-selling or main offer)
  • Find the platform with the most usable content
  • Ignore everything else to maintain focus

Step 3: Building Your Menu

Break down your product's key elements by asking:

Core Questions
  • What's the product? (Clear definition)
  • Who's the target audience? (Demographics)
  • What language do customers use? (Review mining)

Key Insight: "Look at what words people are actually using. Don't make up new words - use their vocabulary back to them in your ads."

Step 4: Value Proposition Mining

Identify three key categories:

  • Functions:
    • Core capabilities
    • Key features
    • Use cases
  • Benefits:
    • Customer outcomes
    • Pain point solutions
    • Transformations
  • Materials/Quality:
    • Physical attributes
    • Quality markers
    • Differentiators

Step 5: AI Integration

Leverage AI tools efficiently:

  • Headline generation:
    • Input product descriptions
    • Include example headlines
    • Request variations
  • Hook development:
    • Problem-focused hooks
    • Benefit-focused hooks
    • Question-based hooks

Implementation Tips

  • Document all categories systematically
  • Pull vocabulary directly from customer reviews
  • Keep feature lists separate from benefits
  • Focus on one category at a time