Creative Killers
Multiple Asks
Too many CTAs competing.
Your ad asked for three things. Sign up. Follow us. Share with a friend. The viewer's decision-making system jammed. When you present multiple actions, the brain defaults to the easiest one: doing nothing.
Why This Works
Decision fatigue is real and instant. Each additional choice degrades the quality of the next decision. One clear CTA creates a binary: yes or no. Multiple CTAs create a matrix of options that the brain resolves by exiting entirely. Hick's Law — more choices, slower (or no) decision.
In Your Ads
Count your CTAs. If there's more than one action requested in any single moment of the ad, you've got multiple asks. Pick the ONE action that matters most. Kill the rest. You can ask for different things in different ads — not in the same ad.
When This Breaks
Your ad ends with "Sign up for free, follow us on Instagram, and share this with a friend who needs it." The viewer does none of them. Each ask competed with and canceled the others.
Example
"Start your free trial, join our community, and subscribe to our newsletter!" → "Start your free trial. That's it. Everything else can wait."
Related Terms
Frequently Asked Questions
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