Why a Single Angle Matters

• Consistency Builds Trust: Seeing the same core promise at every stage speeds up recognition.

• Clear Signal to Meta: Reinforcing one angle improves ad delivery and learning.

• Data Clarity: You know exactly which narrative is driving lifts, not juggling five different stories.

Defining Your Creative Arc

A creative arc is one narrative angle expressed through:

• TOF: Thumb-stopping hook that introduces the angle.

• MOF: Proof-driven content (UGC, demo, tutorial) that deepens interest.

• BOF: Offer-focused ad (discount, urgency) that seals the deal under the same angle.

• EXS: Upsell or cross-sell messaging (loyalty, referral) that extends the angle to existing buyers.

21-Day Sprint Breakdown

Building Your Full-Funnel Arc in a Shopify Page Builder

1. Angle Brief: Create a one-pager document with your angle’s promise, proof points, and CTA.

2. Template Setup: In PageFly, Zipify, Shogun, or your chosen builder—build four reusable section templates:

   • TOF Hero Section: Full-width image/video + bold angle headline + “Learn More” button.

   • MOF Proof Section: Embed UGC/testimonial carousel or 15-sec demo snippet.

   • BOF Offer Section: Highlight your deal or urgency with a “Shop Now” button.

   • EXS Loyalty Section: Upsell/referral form or link to a special perk page.

3. CMS & Tagging: Use custom fields or metafields to tag each section by stage and angle so you can swap in new angles quickly.

4. Publish Sequence:

   • Week 1 (TOF): Publish your TOF section as a standalone landing page, then point your TOF ads to it.

   • Week 2 (MOF + BOF): Add the MOF and BOF sections below the TOF hero on the same page—or as dedicated mid- and bottom-funnel pages—and update ad links.

   • Week 3 (EXS): Attach your loyalty/referral section to the post-purchase page or as an email-gated upsell page, then launch your EXS ad set.

Metrics by Stage

• TOF CTR & CPM → is the hook grabbing cold eyes?

• MOF Video-View Completion & Lead-Form Rate → are they engaging deeper?

• BOF ATC & IC CTR → is the offer converting?

• EXS Repeat-Purchase Rate & LTV Lift → are existing customers responding to your angle?

Pitfalls & Pro Tips

• Pitfall: Launching all stages at once.
  Pro Tip: Stagger by week so each stage learns properly.

• Pitfall: Mixing angles mid-sprint.
  Pro Tip: Lock in one angle per sprint—archive others for the next cycle.

• Pitfall: Ignoring EXS.
  Pro Tip: Your best customers love your angle too—reinforce it with loyalty/referral offers.

A full-funnel creative arc, run as a 21-day sprint, turns disjointed ads into a cohesive customer journey. You’ll spot winning angles faster, minimize wasted spend, and drive lift at every stage—from cold clicks to repeat buyers.

Next Steps

1. Choose your first angle and document it in a one-pager.

2. Build your TOF, MOF, BOF & EXS templates in your Shopify page builder.

3. Plan your 21-day launch calendar and prep all assets.

Ready to unify your funnel under one powerful story? Let’s sprint!