Open standard · v0.1 · CC BY 4.0
Eyepatch Angle Taxonomy
An open taxonomy for classifying nutrition and supplement ads by angle, hook type, format, awareness stage and funnel stage, with definitions and examples. Every ad in Eyepatch carries one value per dimension (formats can have several). Free to reuse with credit: "Eyepatch Angle Taxonomy v0.1, eyepatchads.com, CC BY 4.0". Markdown · JSON
Angle
The reason to buy the ad leans on. 18 categories.
- Science & proof
science - Studies, specs and mechanisms do the persuading: how it works and why you should believe it.
- Transparency & purity
transparency - Show the label: disclosed doses, purity numbers, certifications, origin.
- Us vs them
us-vs-them - Name the weakness of the category or competitors, then position against it.
- Myth-busting & reframe
myth-busting - Overturn what the viewer thinks is the cause, the rule or the right way to do it.
- Problem → solution
problem-solution - Open on a pain the viewer feels right now, then present the fix.
- Fear of loss & health stakes
fear - Raise the stakes: ageing, muscle loss, side effects, disease.
- Audience call-out
audience - Name exactly who it is for: a life stage, a condition, a job, a diet.
- Identity & aspiration
identity - Sell who the buyer becomes or wants to be seen as, not what is in the tub.
- Convenience & routine
routine - Make the habit easier: new format, one scoop, on the go, a ritual swap.
- Taste & indulgence
taste - Flavour, dessert and candy cues turn a supplement into a treat.
- Launch, drop & collab
launch - Newness: new formulas, limited flavours, licensed collabs, back in stock.
- Results & timeline
results - A specific outcome, or a timeline of when the buyer will notice it.
- Offer & value
offer - Price, discount, bundle, free gift or guarantee is the hook.
- Humour & culture
humour - Memes, puns, parody and cultural moments earn the attention.
- Free value & content
free-value - Give something useful first: a guide, a programme, a club.
Hook type
How the first line or first second grabs attention.
- Question
question - Opens with a question the viewer answers in their head.
Example: ¿Te quedas sin energía a mitad del entreno? (226ERS) - Problem call-out
problem-callout - Names a symptom, pain or frustration directly, without a question mark.
Example: FOGGY? FATIGUED? IRRITABLE? YOU MIGHT NEED MORE SALT (LMNT) - Bold claim
bold-claim - A confident statement of benefit or positioning.
Example: Not eventually. In two weeks. (Cymbiotika) - Number or stat
number - A figure carries the hook: grams, percent, days, counts.
Example: 20G DI PROTEINE · 86 KCAL (Bulk) - Curiosity gap
curiosity - Withholds the answer: a secret, a twist or a confession.
Example: Magnesium landed me in the ER, and I still take it (BiOptimizers) - Contrarian or myth
contrarian - Contradicts what the viewer believes or the category norm.
Example: You don't need a cold plunge for great sleep. (BiOptimizers) - Testimonial or first person
testimonial - A customer or creator speaks in their own voice.
Example: "Lost 80lbs (so far) with Huel." (Huel) - Audience call-out
audience-callout - Names who it is for: life stage, condition, job, sport.
Example: Not feeling like yourself after 40? (Ritual) - Offer
offer - Price, discount, bundle, free trial or gift leads.
Example: BUY 2, GET 2 FREE (Hydrant) - How-to or education
how-to - Teaches something, offers a quiz, recipe, guide or programme.
Example: Ontdek onze Magnesiumtest (Vitakruid) - Comparison
comparison - Sets the product against a rival, a habit or the category.
Example: Your "healthy" hydration drink has 11-13g of sugar per serving. (Kaged) - Humour or meme
humour - A joke, pun, parody or meme format.
Example: Kids are back to learn their ABCs. Parents need vitamins A, B, C & E. (AG1) - News or launch
news - Something new: launch, flavour drop, restock, retailer, collab.
Example: Introducing Lemonade Iced Tea (LMNT) - Visual-led
visual - No verbal hook: a packshot, catalog card or demo does the work.
Example: Catalog card with product name and price only
Awareness stage
How much the viewer already knows (after Eugene Schwartz, Breakthrough Advertising, 1966).
- Unaware
unaware - Does not yet feel the problem. The ad leads with identity, culture, humour or free value.
Example: Strong is the New Hot (Arrae) - Problem-aware
problem-aware - Feels the problem, does not know the solution. The ad names the pain.
Example: Still tossing and turning? (DormiNatur) - Solution-aware
solution-aware - Knows solutions exist, not why this one. The ad argues mechanism, form, purity or comparison.
Example: Not all probiotics are created equal. (Seed) - Product-aware
product-aware - Knows the product, not yet convinced. The ad uses proof, results, reviews, experts or newness.
Example: 3,388 athletes and counting rate our PF 30 Gel (Precision Fuel & Hydration) - Most aware
most-aware - Ready to buy. The ad gives the deal, the reminder or the catalog card.
Example: Save 33% on Magnesium Bundle (Vitabiotics)
Format
How the creative is built. An ad can have more than one.
- Static
Static - A single image.
- UGC video
UGC video - Creator or customer-style video, phone-shot.
- Founder/expert video
Founder/expert video - A founder, doctor, nutritionist or expert to camera.
- Brand video
Brand video - Produced brand film or animation.
- Testimonial
Testimonial - A customer quote or review is the creative.
- Listicle
Listicle - A numbered list of reasons or benefits.
- Us vs them
Us vs them - A comparison table or side-by-side.
- Offer
Offer - The deal is the creative.
- Catalog
Catalog - Dynamic product or catalog card.
- Carousel
Carousel - Multi-card swipe.
social-proof