What happens when a brand looks straight into the camera and admits, “There’s no such thing as a free LLC—everyone’s playing you”? A CPM more than 90% below the industry benchmark. In this session from Creatives and Conversions 2026, Nitay Fisher shares the “honest ads” playbook and explains why leaning into your customers’ deepest objections is the ultimate conversion hack.
The Problem with the “Perfect” Offer
In performance marketing, the instinct is to hide the flaws and amplify the benefits. But buyers aren’t stupid. When Nitay Fisher was at Tailor Brands, the company ran a promotion offering an LLC formation for $0. The result? A flood of cynical comments from users saying, “Yeah right, they just say it’s free and then hit you with upsells.”
Instead of deleting the comments or ignoring the skeptics, the creative team decided to lean in. They wrote a script addressing the elephant in the room and put a spokesperson in front of the camera to say exactly what the commenters were thinking.
“Ever wondered how everyone sells LLC services for free? The secret is selling you more services and products… There’s no way around it.”
Finding Your “Asterisk”
Every product has an “asterisk”—the catch, the hidden objection, or the skeptical thought the user has right before bouncing. By taking that asterisk and putting it front and center, Tailor Brands achieved three things:
- Neutralized Resistance: By stating the obvious catch, they disarmed the skeptics.
- Took Control of the Conversation: Instead of users hijacking the comments section, the brand owned the narrative.
- Hacked the Algorithm: The ad broke Tailor Brands’ all-time Facebook CPM record. In a period where B2B/B2C hybrid CPMs hover around $20 to $65, this ad achieved a staggering $0.60 CPM. The algorithm heavily rewarded the raw engagement, discussions, and positive feedback it generated.
Applying “Honest Ads” to B2B
When Nitay moved to Connecteam—an all-in-one app for managing deskless workers—he faced a new challenge. B2B audiences don’t usually flood the comments section with loud, cynical objections. The comment sections were quiet.
To find the hidden asterisk, Nitay went straight to the source: sales and demo calls.
He noticed a recurring theme that competitors refused to talk about because it was deemed too “ugly” for polished B2B marketing: Time Theft. Managers were secretly frustrated by employees clocking in from McDonald’s or having buddies punch their time cards, but they didn’t want to sound like the “bad guy” by bringing it up.
Connecteam launched an ad calling out “time theft” directly. By vocalizing the exact, unpolished pain point the target audience was whispering about behind closed doors, the ad resonated deeply and became a massive success.
The Golden Rule for Creative Teams
Nitay’s biggest piece of advice for creative teams trying to replicate this success? Do the dirty work yourself.
- Don’t Outsource Listening: Do not wait for Product Marketing or the Acquisition team to summarize customer pain points for you.
- Listen to the Calls: Creatives have a unique ear for sentiment, tone, and the exact phrasing customers use. Hearing a manager whisper their frustrations on a sales call is pure gold that a spreadsheet will never capture.
🎥 Watch the Full Session
Want to see the actual Tailor Brands and Connecteam ads that broke the mold and dominated the algorithm?
Watch the full video to see Nitay’s raw, hilarious presentation and learn how to find the “asterisk” in your own marketing campaigns.
This article is based on a session from Creatives and Conversions 2026 (Creatives & Conversions TLV III), brought to you by the Growth Marketing Pros community. Stay tuned for more cutting-edge strategies from top industry experts.
