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- 🍐#119: Website screenshot ad creative, name drop in H1, and why investing in brand matters
🍐#119: Website screenshot ad creative, name drop in H1, and why investing in brand matters
It's been a sick week, literally
Jakub Czakon
July 06, 2025
Hey,
One of the most hectic ones in a while. And it ended with me getting food poisoned, and going to hospital with my kid. Thought I wasn’t going to write anything but here I am. Either way I should look into getting some helpears 🍐 ;)
This week on the agenda:
Website screenshot ad creative
Customer name drop in H1
Investing in brand
+ a few bonus links at the end
Total pearusing time: 5min
Developer marketing insights
1. Website screenshot ad creative
I saw this ad the other day:
For some reason I haven’t seen this style of creative at all and there is a lot I like here. Redditors seem to like it (32 upvotes) too.
What I like:
Looks like a website, sends me to the website. Something refreshingly obvious and transparent about this.
Super clear H1 copy (what it is + differentiator) and subhead listing capabilities
Transparent/explicit Reddit ad Headline with price and capabilities. No “supercharging”, or “10x your productivity” in there.
Additional info scattered around CTAs, and start trust factors.
I don’t know, there are clear reasons why you strip the ad of all those details. But when people are zigging, zagging is the way to go.
2. Customer name drop in H1
Adam Kirsch, a copywriter who I really respect (we worked together, and I recommended him a lot), has shared an example of copy from our site neptune.ai. This is a great post going deeper into the copy aspect of it.
So for context:
we helps AI researchers who are training foundation models
we have a creme de la creme customer OpenAI
we were thinking how to best message that
When I am thinking of copy I like to think of “so what do I/we actually say to devs at the conference booth?”.
And we would just name drop it in those conversations. It just builds trust in one word. If you were wondering if it will work at scale, security, reliability, seniority → this one word handles all obstacles.
So Patrycja Jenkner our awesome PMM crashed it with the following.
Eyebrow: Experiment tracker for foundation models
H1: Used by OpenAI to monitor & debug GPT-scale training
We could have just put it in logos. Or have a few highlighted logos. We could have also tried something like Buildkite did with those mini case studies starting at OpenAI.
But in this case we figured going all the way makes sense. Most of the time it doesn’t make sense to go this extreme but if you are always name dropping in real-life convos, consider name dropping on your homepage too.
Idk, what do you think about it?
3. Investing in brand
Not dev tools but very relevant especially if you are thinking about proving value of the billboard campaigns.
Look at this chart:
This is SEO traffic of two mature, competitors.
For years, the share balance has been about 65/35, but in late 2023 one brand began investing big in high-impact OOH advertising paired with distinctive brand assets, and it very clearly worked.
So stronger brand awareness moved the extremely mature channel for them by a lot.
I saw this happen as well with outreach and in conversions across the board.
Stronger brand just makes all of the things easier.
Need more developer marketing insights?
1. Work with me 🍐
"Jakub immediately got to the heart of our concerns.
Especially the unique challenges of crafting a marketing and content strategy for a developer audience."
If you want my help I do Workshops (60-minute session on whatever you want), Teardowns (audit+suggestions for your homepage, messaging, ads etc), and longer-term Advising.
2. Bonus links to check out
3. Join our Slack community
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