Persona & Ad-Angle Workbench · Cult OS-driven creative planning
← Brand Spine Content Engine Personas Ad Iteration Creator Brief

How to use this: Each persona has a deep profile, then a 5-column awareness ladder. Every angle card is editable. Click to rewrite, hit "+" to add new ones, and Save when you're done. Use the columns to script content sets that meet each customer where they are.

The product in one breath: reusable air-driven dispenser, 9 permanent base colours, 100% grey coverage, no mixing, 90% less product waste, 75% less plastic. Founding access offer: 30% off, priority allocation, complimentary first refill.

The Ian & John Trust Formula · @justanothernurse parallel

Her secret is not virality. It is trust. A registered nurse earning $950K/month in affiliate commissions by filming on her phone with no production budget. Ian and John already have everything she built — they just haven't put it on camera yet.

1 · Authority
The credential is the hook
40 years. Schwarzkopf Master Colourist. L'Oréal Degree Qualified. Before Ian says a word, who he is stops the scroll — exactly as a nurse saying "I tried this" carries more weight than any influencer. The handle IS the hook. "As a Schwarzkopf Master colourist, I would never use this on a client…"
2 · Honesty
Brutally honest by default
Ian and John's natural disposition — direct, sometimes blunt, always with Irish wit — is exactly what TikTok's algorithm rewards. The nurse wins because she is not trying to sell; she is trying to share. A hairdresser saying "I would not put this near a client's head" is more compelling than any endorsement. The brutal honesty IS the content.
3 · Credibility
Results-driven, not feature-driven
"My skin feels amazing when I wake up" beats any feature list. For Colourpig: "I've been watching this problem for 40 years and this is the first thing I'd actually use on a client." Felt experience + professional filter. The body is the subject, not the product — imagination does the selling.
Winning video structure: 0–3s Hook (surprise or result — never the product name first) → 3–20s Demo (hands in frame, not just held to camera) → 20–40s The Professional Verdict ("I've been doing this for 40 years and here's what I actually think") → Final 5s Soft CTA ("It's in the shop.") · Sweet spot: 45–60 seconds. Post-publish: reply to every comment in video form — the audience becomes the content queue.
Three Universal Creator Formats · Every creator in the army produces these three
① "I'm a No. X"
Creator holds the dispenser with the shade number swatch visible and declares their number. Ian's insight: "You know your shoe size. Your dress size. Your bra size. Your waist size. Every measurement that matters has a number. Hair colour is the one thing women use for decades — and most don't know their number. Colourpig gives it to them."
"I'm a No. 5. What's yours?" — no script beyond that. The number is the hook. Link in bio.
② The No-Brainer Dispense
Creator shows the Dispense as if it is the most obvious thing in the world. The tone is: "why would you do it any other way?" No explanation. No voiceover. One press. Done. The Dispense is the entire argument. The implied contrast with box dye's mixing bowl chaos lives in the absence of all that noise.
Brief: show it working. Let the simplicity speak. Don't justify it — just do it, on camera, like it's obvious.
③ ASMR Unbox
Slow, deliberate unpack of every product element with crisp sound design. The pop of the lid. The click of the cartridge. The tap of the dispenser on the bowl. The satisfying sounds are the creative. No script. No voiceover. Works as a pure sensory hook for ASMR audiences and as an engineering demo for everyone else. First time someone hears Colourpig before they see it.
Brief: capture every sound individually. High-quality mic. Slow motion on the dispense. "Sound on. 🔊" as opening caption.

Cross-segment notes & learnings

What's resonating across the board? Recurring objections? Banked creative ideas? Drop them here.