Boring Products, Fun Ads
The complete course
for creating B2B tech ads
that stand out and outperform.
The complete course for creating B2B tech ads that stand out and outperform.
World-class marketers love my course and content:
Boring Products, Fun Ads is an amazing course. I’m only two chapters in, and I’ve already created 10 ads.
This course is hilarious, binge worthy, and downright actionable. Shlomo makes you fall in love with ads all over again.
I'm obsessed with Boring Products, Fun Ads. Honestly, this course is worth gold.
One of the best and more immediately useful courses I've been on. Most spend the first 50% warming up and provide real value for the last little bit - Boring Products, Fun Ads is great from the get go!
Shlomo’s content is thoughtful, digestible, and generous, unselfish. It’s made with you in mind, for you. This is uncommon, and incredibly valuable. Give it your attention.
Boring Products, Fun Ads is hands down one of the best courses I’ve ever taken – packed with practical frameworks you can immediately apply.
So, most B2B ads look like this
But your product deserves better
And I’ll show you how to create ads like these, even with zero production budget:
Learn the exact system I’ve used for dozens of brands, from startups to billion-dollar companies.
Learn the exact
system I’ve used for dozens of brands, from startups to billion-dollar
companies.
33 ad recipes
Step-by-step techniques with exclusive B2B examples that will help you create great ads no matter the brief or budget.
3.5 hours of video
60 bite-size lessons spread across 11 chapters. Packed with practical tips. Zero fluff.
11 exercises
Complete them all, and by the end of the course you’ll have at least three polished ads, guaranteed.
What’s on the menu
1. Warm Up
- Why SaaS is more sexy than soda.
- Meme ads: Low cost, high conversions.
- Minimum viable ads: Test before producing.
- The age of Brandformance: Grow your brand while driving results.
2. Research
- My process for learning tech products inside and out.
- Turn technical features and data into exciting stories, including Amazon’s Product Shot rule.
- Analogies: the bridge between the digital and the real world.
- A PR approach to B2B influencer marketing.
- Brainstorming 101: get more ideas in less time, all the time.
3. Find your Enemy
- Win your users’ hearts by throwing rocks at their enemies.
- Identify your users’ goals and aspirations.
- Villain Hunt Workshop: 6 types of villains in brand storytelling and how to find yours. (Bonus: a 1-hour DIY workshop template.)
- How and when to bash your competitors (Incl. David vs. Goliath & Cold War Principles).
4. Creative
Procrastination
- Uncover priceless marketing insights while goofing around.
- Create relatable ads that make users feel seen.
- The 12 side-by-side comparison frameworks.
- Join trends with topical and real-time ads.
- Turn product benefits into thumb-stopping visuals.
5. Work With Words
- The Phrase Pool: never run out of copy ideas.
- 2 simple copywriting techniques for headlines so good, you won’t need an image.
- Reduce cognitive load with the “Clear or Clever” rule.
- Recycle copy to save time instead of writing more of it.
6. Time and Transformations
- Before and After Tables: show users how your product will transform their lives.
- The Butterfly Effect: When your benefit creates a new problem.
- Visual Hyperboles: How to exaggerate without lying.
- Make fun Infographics with the “Serious but Silly” technique.
- Reductionism: a framework for zero fluff ads.
7. The Realm
of Random
- Trigger ideas on demand with visual mind maps.
- Use lateral thinking to come up with pattern-breaking ads.
- Punchline layout: tell a story in a single frame.
- Never waste your captions again.
- Start with where: 116 settings for your ads that are not an office.
8. Static Ads to
Video Scripts
- Turn your static ads into production-ready video scripts.
- How to write an ad synopsis.
- Write and format your scripts with AI even without any scriptwriting experience.
- Create visual storyboards that will help you present your ads.
9. Shift your POV
- See your product anew with unique perspectives and angles.
- Personification: Bring your product to life with a Character Questionnaire.
- Use the power of pop culture symbols. Bonus: 250+ cultural homage ideas.
- Why using your product the wrong way will highlight its benefits.
- Create ads that activate the reader’s senses.
- Reverse World: Create a parallel universe to tell surprising stories.
10. Anti Ads
- Use marketing clichés and parody to reach a generation that’s immune to ads.
Bonus: The Cliché Catalog (150+ ideas) - Review mining: 85 keywords that will help you understand what your users really think and use it in your ads.
- Break the advertising 4th wall with self-aware ads.
- The “Flaw + Feature” method that will help your brand become more approachable.
- How to turn bad reviews into great ads and why you should write fake 1-star reviews.
11. Refine and
Sell Your Ads
- Idea screening: Principles that will help you select your best ideas.
- Refine and compress your copy to make it stick. with and without AI.
- Pitching: My presentation template and arguments that will convince you boss or board to run your weird ads.
- Course summary: Cheat sheets and checklists that sum up the course’s key lessons and techniques.
Shlomo's creative ads and content not only grab attention but also deliver results. Highly recommend him!
He's a wizard, a real pro with terrific know-how, superb execution skills and a rare ability to zoom in on what works.
He developed some of the best ads we’ve ever run on LinkedIn!
Shlomo is a brilliant creative. I highly recommend him if you want to take your brand's ads to the next level.
Super talented both in putting your value proposition into simple words and in strategizing on the best way for the message to resonate.
Shlomo's talk was engaging, creative, and practical. My team loved it.
Bonus: The BPFA Creative Handbook
Bonus: The BPFA Creative Handbook
- Infinite Inspiration: 250+ ad examples.
- Toolbox: Dozens of exclusive AI prompts and free online tools.
- Templates: Including my client presentation template to help you present and sell your ads.
- Checklists: The ultimate static ad checklist, and many others.
- Resources: Like my 50 copyright-free meme templates you can run as ads, and more.
- Cheat Sheets: Including a printable one-pager with all my ad recipes.
Let’s Make ads that drive sales, not yawns.
- 3.5 hours of videos
- 11 exercises
- Toolbox: online tools and AI prompts
- Infinite inspiration (250+ ads & growing)
- 30-day money-back guarantee
- Email & chat support
- 33 ad recipes
- Lifetime access, including future updates
- Bonus Handbook
- Certification
Secure 128-bit SSL checkout.Ask your company to invest in your skills
If your company is spending thousands of dollars on ads, the ROI on this course will be huge.
Hey [Boss’s Name],
I found this awesome course on making creative B2B ads, and I think it could really improve our conversion rates and brand. Can I send you some details?
30-day money back guarantee
I know it’s hard to know if the course is right for you before trying it, so I want to make it a no-brainer for you. If you’re not satisfied with the course for any reason, just send me an email within thirty days of your purchase, and I’ll give you a full refund, no questions asked.
Meet your instructor creative partner
Hey, I’m Shlomo : )
Before B2B marketing, I worked at some of Europe’s top ad agencies, writing ads for brands like Siemens, Burger King, and Michelin.
Later, I became Head of Creative at Ground Up Ventures, helping dozens of startups with their content and ads. I’ve also advised and led creative workshops at Anyword, Monday.com, Amdocs, and more.
Boring Products, Fun Ads captures the creative process I’ve developed over the years. To prove my system works, I created over 50 speculative ads for Zapier, Lusha, Expensify, SAP, and others. In the course, I’ll break down each step and technique.
I can’t wait to see your awesome ads!
Questions?
Objections?
I’ll answer any questions you have via email or in the comment section of the course.
Immediately. My ad recipes are simple and practical. You’ll create your first ads within 10 minutes of starting the course.
The course focuses on low-budget static ads you can produce in-house, even if you’re a team of one and only have access to stock photos.
And sure, creative ads take more effort, but one great ad can do the work of ten. Plus, my ad recipes will help you develop ideas quickly and ensure you never get stuck.
Yes, if three or more people from your team are interested, email me for a 20-40% discount, depending on your team size.
No. You just need internet access and your beautiful brain. We’ll use some free tools like ChatGPT and Canva, but even that’s optional.
Here’s a secret I discovered while working at a VC firm: Investors and corporate clients are people too. They’d rather smile than yawn. Your investors will be happy to see you stand out and connect with your audience.
Convincing management to try new things isn’t always easy. But I’ll give you all the tools and arguments that have helped me sell my ideas even to the most old-fashioned CEOs. Plus, once they see the results, they’ll ask for more 🙂
That’s the secret: your product isn’t boring. There’s a stigma that B2B and SaaS products are boring, but I think SaaS is way more interesting than “cool” products like soda or sneakers.
Yes, you’ll get a certificate once you complete the course.
Product Marketers, Copywriters, Designers, Content Experts, Founders, Brand Experts, and anyone who wants to create awesome ads.
I’ve worked with dozens of tech companies. Fun ads outperformed boring ads every time. Users even share them and talk about them during demos. Just try it, and you’ll see.
Yes, all payments are processed securely through Paddle (similar to Stripe). They use the highest security standards, and I never access or store any of your payment information.
A Shlomo Genchin post is a peek into the mind of a great writer! One of a tiny handful of people I read every time.
His eye-opening process was concrete and replicable, and his presentation style captured everyone’s interest. We all left with solid takeaways on how to achieve winning results with ChatGPT. Highly recommend!
The team loved his session and it really showed the brilliance behind his creative process and amazing transparency into his writing techniques. We all walked away with new energy about what we could write (with a little help from Shlomo’s take-home guide).
Shlomo Genchin’s presentation on ChatGPT at our Content Creation Conference in Berlin was exceptional. His mastery of the subject matter, exceptional communication skills, and passion for the subject left the audience spellbound. Highly recommended!
We had been following Shlomo and devouring his resources for a while, and we knew we had to bring Shlomo out of LinkedIn, to our network in Israel — for an in-person workshop. And we’re so glad we did. Besides being a creative genius, Shlomo is the ultimate nice-guy. A pleasure to be around and to learn from. He listens deeply and explains clearly. His workshop was organized, packed with value, tools and takeaways that we have already started using. We want more!
Shlomo covers the world of advertising and marketing in a smart, fun and very creative way! His talk combined outstanding creativity with smart strategic thinking in a very relatable way and students listened carefully to Shlomo’s unique approach.
The Creative Marketer is one of the *very* few newsletters I read regularly. A must for marketers, copywriters, and creatives.
Folks, Shlomo is the real deal. His approach to copywriting is inspiring, and his output is as sharp and and smart as can be. Shlomo recently spoke to my copywriting class on his topic, ‘Creative Procrastination,’ and the way he (claims that he) procrastinates is an awesome formula for research that leads to relatable, audience-centric copywriting.
We were looking for a high-level speaker who could address a savvy, creative audience and provide unique value. Shlomo was the perfect address. His creativity workshop was filled with new tools and fresh perspectives, and best of all — it was actually interesting! Everyone in the room — whether business owner, educator, or creative professional — came away with usable tools they could draw upon in their work and life.
A force of nature when it comes to copywriting and the techniques required to be great. The team loved working with Shlomo, he is a wonderful presenter, warm and very easy to work with. The man can write.
He did a fantastic job in engaging the students and shared very relevant and useful insights and tools that will allow students to advance their competencies in Marketing in the specific context of Sustainability. Shlomo presented very professionally, was open to answering all questions, and left us with a great toolbox.
Thank you for energizing the team with some brilliant but simple ways to come up with awesome ideas.
Shlomo is super down-to-earth and personable, while also being a brilliant creative mind with so much to share. The workshop was really clear and my students and myself came away with many skills that we can apply to our work!
