We just wrapped up our biggest launch of the year,
our annual enrollment
of my eight week copywriter coaching program,
the Copy Posse Launch Pad.
And because, like me,
I know you guys geek out on all things marketing
and copywriting, so I thought you might wanna see a
behind the scenes breakdown of two
of our top performing ads from that launch, including one
that had an incredible 921% ROI.
So let's get into it.
Hey Posse, what's up? It's Alex coming at you this week
with a little behind the scenes action on my most recent
launch for season five
of my Copy Posse Launch Pad live copywriter coaching program.
In this video, I'm gonna break down two
of our top performing ads.
I'll share what our target audience was,
the messaging we used, how we formatted the copy,
and most importantly, how we primed our customers to buy
before they ever laid eyes on these ads.
And this, my friends, is one of the most overlooked
but important steps in running ad campaigns that'll get you
high ROIs like this.
So pay very close attention,
but first if you wanna see more
behind the scenes videos like this
and breakdowns of my marketing, please take a hot second
to like this video and subscribe to my channel below.
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All right, so the very first thing you'll notice when you
look at both of these ads is
that they look almost identical,
but when you dig a little deeper, you will see
that they actually are quite different.
The ad creatives are slightly different,
the hooks are different, the copy is different,
and most importantly, the target audiences are different.
So let's zoom in on the first one.
Okay, so this ad had a 508% ROI. Pretty good, right?
So in this ad we are targeting people who want
to start a copywriting side hustle from scratch.
These are likely people who have never been paid to write
and likely have another full-time job
or some other full-time commitment.
And remember that language, side hustle.
Once you'll see the second ad,
you'll know why that is so important.
So here's what I think really worked about this ad creative.
It has a picture of me.
We've tested a lot of graphic ads, one's with pictures
of me, one's without pictures of me,
and the ones with pictures of me always perform best.
And that's not just something about my brand.
There is data to back this up.
Pictures of faces do better in graphic ads.
And the same goes for YouTube thumbnails
and pretty much anything you're using to create graphics
for click-through on online.
Now it's also really clear what this ad is
for. One quick glance
and you can very clearly see that this is
for my Launch Pad program.
And finally it has a clear benefit-rich hook right there at
the bottom of the graphic.
Start your copywriting side hustle from scratch in 2024.
All right, now let's dive into the copy
that accompanied that ad creative.
It says, learn in-demand copywriting skills,
leave your soul draining nine to five,
ignite your copywriting side hustle
and land your dream clients all in 2024.
It's not some far off fantasy for many
of our Launch Pad grads.
It is a reality. Doors are now open
for the Copy Posse Launch Pad Season five.
So as you can see, we are starting the ad right away
by directly calling out the target audience's biggest pain
point and reiterating that benefit hook
that was used in the ad creative.
They want to leave their soul draining nine to five
and start a copywriting side hustle.
Then we immediately address a very common objection
that many people with no experience have.
Okay, others can do it, but I can't.
So we overcome this objection by stating that this dream
of theirs is not just some far off fantasy
and use subtle social proof by saying, Hey, for the people
who have taken this program, it is in fact a reality.
So we're calling out the audience's biggest pain point.
We are addressing a big objection.
We are building trust,
and we are dropping a call
to action all within the first few sentences.
Okay, now let's move on to the next part of the ad
right after that first call to action.
In this eight week copywriter coaching program,
you'll get the high-level marketing training,
storytelling strategies, mindset tools,
accountability and support
you need to start your copywriting business or side hustle.
So what we're doing here is giving a quick overview of
what the program is and what they'll get.
Notice that we're not going point
by point in breaking down every single
feature that's included.
Now, this is important and I'll tell you why later,
but we are answering that high- level question, what is it?
And reiterating the core benefit
and promise, answering the question, what's in it for me?
All right, now let's keep reading the ad.
So whether you are a total newbie with zero experience
who literally just heard about copywriting,
an aspiring copywriter who has been dreaming about taking
that leap and launching a fulfilling copywriting career,
a content writer, freelancer, VA
or creator who wants to step up your copywriting skills
so you can charge more for your services,
or you're simply a writer at heart
and wonder if you have what it takes
to turn your passion into your work.
The Launch Pad is for you.
Click to join now before doors close this week until 2025.
Yep. We only do this once a year.
So as you can see, we end the ad by listing exactly
who this program is for.
We want our ideal customers to read that
and go, Hey, that's me.
Then of course we end
with a very strong CTA and some scarcity.
We tell them to click the link to join
before doors close for a whole year.
And yep, that ad had an ROI of 508%.
And as you can see, it really isn't fancy.
I mean, we whipped up a graphic in Canva,
added some strong messaging that speaks directly
to our audience and voila.
And it really, really can be that simple.
But there is something very important about this ad
that you don't yet know about,
and this is the reason why it converted so well for us.
And I'll reveal more about that in just a minute.
But first, let's take a closer look at the second ad.
This one had an overall ROI of 663%,
but in a split test we did on this ad,
we saw some variations hit 921% ROI.
So what's different about this ad from the first one
and why did it convert so much better?
Well, let's zoom in.
So you can see here
that we're basically using the same image of me,
the same font and colors.
We did actually split test the colors
and tried a bunch of different color combinations,
but this combination won every single time.
So that was an interesting takeaway. Pink and black. Okay.
And we also followed the same strategy
of having the program name right there in large text
so it was super clear
and everyone knew what this ad was for.
But here was the biggest difference.
The hook at the bottom of the ad,
even though it's pretty small, was slightly different.
This one said, write an irresistible portfolio
and ignite your copywriting biz in 2024.
So now let's look a little bit deeper at the actual ad copy
that accompanied this graphic.
It starts with, here's something you probably didn't know.
According to a 2023 analysis of almost 300,000 jobs
advertised on Freelancer.com,
writing is the most in demand freelancing skill businesses
are hiring for right now.
Alright, so the hook for this ad is a little bit different
as you can see. We're utilizing the FYI hook here
and challenging beliefs by opening with,
here's something you probably didn't know.
Everyone's gonna be like, do I know it? I don't know.
I gotta read to find out.
Then we give a statistic
that's probably pretty surprising for a lot of people.
It was pleasantly surprising to me.
And then backing it up with a source to, of course,
build credibility and build trust.
Okay, so let's keep reading that ad,
And writing related jobs have gone up over the last year.
In fact, writers are needed right now more than ever before
because there is an ever rising premium on human creativity,
empathy, and strategic thinking.
And here, yes, you guessed it,
we are addressing another big fear
and objection that people tend
to have when they're considering a career in writing
that AI is taking over
and that people are no longer hiring writers, which
of course we proved is so, so wrong.
And we share that jobs are actually on the rise.
In doing so, we are overcoming that huge objection
that a lot of new and aspiring copywriters have.
And then we go on to say, so if you're ready
to leave your soul draining nine to five
and create your dream life on your own terms,
you've been thinking about becoming a copywriter,
but you have no idea where to start, you want more time
and freedom to focus on what matters to you most,
like spending time with family, traveling the world,
or giving back to others, you're ready
to stop playing small, start dreaming big
and become the main character of your own story,
And if you're ready to ignite your copywriting business in
2024, the live Copy Posse
Launch Pad copywriter coaching program is the place for you.
Join us for Season five before doors close for another year.
And again, just like the first ad, we are ending
by listing off some bullet points about
who this program is for.
And of course there is a lot
of juicy benefits in those bullets as well.
Now, the interesting thing about this is
that we did split test different variations of the copy
that did not include these bullet points
about who the program is for.
But these ones, the ones
with the bullet points, actually performed so much better
even though the ad was quite a bit longer.
Now, also notice in this ad that we didn't talk about
what the product actually is
or what they'll get with the program at all.
And I'll tell you why we did that in just a second.
But first, did you catch the biggest difference
between these two ads?
It was actually really subtle
and it's hard to notice if you aren't looking for it.
But the first ad was targeting people who weren't
so sure about going all in
and starting a copywriting business just yet.
In fact, we actually avoided using the words biz or business
because we didn't want to overwhelm someone brand new who's
like, I don't want a business yet, I
just wanna get paid to write,
right? So we kept it low pressure
by using the word side hustle
and from scratch, which really makes it feel more attainable
to someone who really is starting brand new
with zero experience in this field.
But the second ad targeted a much different audience.
You can see the way we say ignite your copywriting biz.
So this is speaking to people who are a bit more aware
of my programs and are a little bit more ready
to go all in with copywriting.
They know they wanna do this.
They identify as someone who wants
to start a business copywriting.
Now, this is a really, really small adjustment in the copy
and language being used, like just a few words really.
But it should come as no surprise to you
that we did not run these ads to the same group of people.
We actually segmented our audience based on their interests
and their previous interactions with our brand.
So whether they've watched our free content, interacted
with our ads, you know,
are on our email list, have watched videos like
this and so on, right?
Audience segmentation is how you work smarter, not harder,
with your marketing. And writing specific copy
that speaks directly to each audience, depending on
where they're at with you and how aware they are of you
and your brand is so important for optimal conversion,
even if it is just changing a word here
and there. You can see that it makes a big, big difference.
But the most important thing to know about both of these ads
and really the main reason why they converted so high,
I mean we're talking at 500
and 900% ROI, is that they are retargeting ads.
I mentioned this earlier, but these are ads
that are being shown to people who have already interacted
with our brand before.
So through our free content
and our engagement ads, we have been warming up these leads
and really priming them to buy for weeks, maybe even months,
maybe even a whole year.
So by the time they actually saw these ads,
they were already aware of who I am, what the offer is,
why they need it, and why they should trust me.
And this is exactly why we didn't have to do a ton
of education about the offer or storytelling about who I am
and why you should listen to me and why my, you know, brand
and business is important and
why you should buy from me, right?
But the biggest lesson here
that you should take away from this video is
that you can absolutely study what we did well in these ads
and recreate them for yourself.
And I hope my breakdown
of these ads really helped you understand why we
did what we did.
But if you're showing these ads
to someone at the very top of your funnel, right?
Someone who doesn't even know who you are
and what you're all about and whether
or not they should trust you,
then you're absolutely not gonna see the same
ROI that we did.
And that is why it is so important
to understand your audience and their level of awareness,
and then tweak your messaging at each one of these stages.
Now, if you wanna learn more about writing great ads, hooks,
and headlines for different levels of customer awareness,
go ahead and download my free headline guide, which explains
how to write headlines at each
of the five levels of customer awareness.
And definitely make sure to check out my next video
where I give a much more detailed explanation
of the five stages of customer awareness
and how you can use them in your marketing.
I will see you next week with a brand new video.
Until then, I'm Alex. Ciao for now.
All right guys, if you enjoyed that video, make sure
to check out the next one from me right here,
and you can click right here to get a free gift.
One of the biggest mistakes a copywriter can make is using
the exact same hook and headline for every single audience.
Think about it. The way you capture the attention
of a random scroller by on Facebook is very different from
how you'd capture the attention
of your most loyal subscribers.
So today I'm talking about how
to write headlines the right way based on the five levels
of customer awareness.