Creative strategy in advertising can feel like a puzzle. You know it’s crucial to test and refine, but figuring out what really works isn’t always straightforward. That’s where mental models come in—they give you a clear way to think about your testing and help you get better results.

In this post, I’ll walk you through three mental models that have worked well for me: the Scientific Process, Alloying, and Natural Selection. By the end, you’ll have some practical ideas you can use in your own ad testing.

Mental Model 1: The Scientific Process

Isolating Variables for Accurate Testing

The first mental model is the Scientific Process. It’s all about focusing on one thing at a time. When you test an ad, you want to isolate one variable and see how it performs. For example, you might use the same script with four different creators or try the same video with four different visual hooks. Everything else should stay the same.

The Role of Control in Experiments

Why is this important? Because you need a control. If you change too many things at once—like trying a new concept and a new script—you won’t know what caused the better (or worse) performance. Keeping a control lets you see what’s really making a difference.

Balancing Big Swings with Iterative Testing

Now, it’s totally fine to take big swings sometimes. When you’re experimenting with something completely new, your win rate might be lower, and that’s okay. The key is to balance those big swings with more focused, iterative testing. If you’re just throwing spaghetti at the wall to see what sticks, you’re not going to get the best results.

Mental Model 2: Alloying from Chemistry

The Concept of Alloying in Creative Strategy

The second mental model comes from chemistry: Alloying. This is where you mix two or more metals to create something better, like steel. In creative strategy, you can think of alloying as combining different successful elements to make a stronger ad.

Case Study: The Men’s Mental Health App

Here’s an example. I worked with a men’s mental health app. We noticed that ads with sharks did well, and so did ads with a skeptical angle. So, we combined them: a skeptical script with a heavy text overlay on top of a shark image. This ad crushed it for months—it was the best performer by far.

Application of Alloying in Your Strategy

If you’re not using this technique, I’d definitely recommend giving it a try. Combining elements that have worked well separately can often lead to a new winner. It’s like getting the best of both worlds.

Mental Model 3: Natural Selection in Creative Testing

The Role of Qualitative Themes in Winning Ads

The last mental model is Natural Selection. Winning ads often have certain themes—whether they’re visual, script angles, or emotional tones—that resonate with specific demographics or personas. These qualitative themes are what make your ad click with different people.

Creative Diversity and Its Impact

This is why creative diversity is so important. By having a variety of themes in your ads, you increase your chances of connecting with more people. You can take the DNA from a winning ad and inject it into another to create a new winner, similar to how two parents create a child.

Extending the Life of Winning Ads

You can also extend the life of a winning ad by making small changes. For example, you might swap out the hook while keeping the rest of the ad the same. More often than not, this simple tweak can keep your ad performing well for longer.

Conclusion

These three mental models—the Scientific Process, Alloying, and Natural Selection—have helped me think about creative testing in a more structured way. They’ve led to better results, and I hope they can do the same for you.

If you’re serious about improving your ad performance, I recommend trying out these approaches. Start small, see what works, and then build from there. The key is to keep testing, learning, and iterating.