B2B Ads that Don't Suck (with Shlomo Genchin, Unbore.com)

#386 | When your ad budget is zero but your creative ambition isn't, three simple techniques can still make you scroll-stopping. Dasha Shakov sits down with Shlomo Genchin, founder of unbore.com, the "unofficial school for B2B ads," to break down what actually makes a B2B ad good. Shlomo walks through his two-part research process for beating the blank page, then unpacks three frameworks - A World Without, Visual Analogy, and Personification - behind some of his highest-performing client campaigns. They also get into hiring actors on a budget, winning over a nervous CEO, and why Shlomo believes advertising should follow culture instead of trying to lead it. Plus his honest take on where AI actually helps and where it still falls flat.

Tools & swipe files

reddit.com/answersadfolio.designblackcamel.agency/b2b-video-ads-libraryAds referenced (but not shown)

Fibbler’s AI ad

Timestamps

(00:00) - - Welcome: Shlomo Genchin

(01:51) - - How ad school and B2B's "Wild West" pulled Shlomo out of the agency world

(07:05) - - Beating the blank page: practical research vs. personal research

(13:15) - - The biggest myths about creativity, and how to "steal like an artist"

(16:29) - - The three pillars of a great B2B ad, and technique #1: World Without

(21:35) - - Technique #2: Visual analogy, and why a winning ad can run for years

(29:45) - - Technique #3: Personification, and how to hire actors on a budget