Going for the cold with Facebook Ads

Here are all the things we thought about and didto 4X+ our spend on cold Facebook traffic.

A “hard no” was what we were up against. 

But I’d helped less beloved companies profitably reach new audiences on Facebook, so our lobby team of two kept pushing.

Source

It was nearly Black Friday, and my partner in this endeavour Angela Stojanov, another acquisition lead here at Copyhackers, was determined to convince our colleagues – our very skeptical colleagues – to advertise on Facebook.

Ange floated a casual: “hey, we should run Facebook ads for

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Why I’m quitting traditional buyer personas.

“Once I figure out what to do with my dining room table, I’ll be free to move.”

But what sort of impact does a table have on a major life decision like buying a condo?

As innovation consultant Bob Moesta found out, quite a lot.

The table helped shape the winning offer – which included more than just the condo.

And the table provided critical insight into the condo buyers’ mindset.

And yet, a detail like a dining room table isn’t something you’d typically find on most marketers’ beloved buyer persona and ideal client

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I am an introvert. Here’s how I went from fearing authority to speaking on stages.

“I was Patient Zero of losing a personal reputation on a global scale almost instantaneously.”

^^ Monica Lewinsky at a Women’s Day presentation I attended in 2017. 

Yes, that Monica Lewinsky. The woman who, by some POVs, almost brought down Bill Clinton’s presidency because she kept a certain blue dress. 

Her presentation was so well crafted on the subject of cyber bullying, I couldn’t stop watching. But it also felt like a warning: visibility can be bad. Making yourself into a household name might not be the business windfall you think

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SaaS Websites: Is shorter copy really better?

Inside:

3 CRO-killing trends to avoid in your SaaS web copy
What was REALLY going on in the NNG study that suggested people don’t read online
5 factors for winning SaaS website copy
Yes, sometimes short copy is better than long copy
3 actions to improve your web copy performance

“It’s too long.”
Web copywriters get this feedback all the time.
But I suspect SaaS copywriters hear it most.
Because in the world of SaaS websites, short copy reigns supreme.
For example:

And:

Oh and this:

If you search long enough, you’ll find the rare SaaS website that uses somewhat longer

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How to write a landing page for problem-aware visitors

All the optimizing in the world can’t fix a landing page that doesn’t match your visitor’s expectations.

With the rising cost of PPC campaigns and the mad competition of organic search, the wrong messaging (especially at the top of the funnel) will lead to higher bounce rates than Ice Cube in the 90s. 

God that’s a solid reference. Anyway…

Landing pages should never be a one-size-fits-all experience.

Presenting the same message to everyone —  cold traffic, warm traffic, email subscribers,  long-time customers — is a good way to come across as tone-deaf.

And

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How a Unique Selling Proposition for Our Content Marketing Doubled Revenue

They say it takes 6-12 months for content marketing and SEO to “start working.”

Does that seem like a long time for you? It does to me…

John Bonini and his team at Litmus took six months before his traffic started to climb:

Marcus Sheridan was blogging on RiverPoolsandSpas.com and saw a traffic increase in six months. 

And that was by posting 2-3 times a week back in the SEO glory-days of years gone bye.

AND he was spending a crap-ton of money on PPC. 

(Do not confuse this with a metric ton. Or

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COVID Memes: Why we’re using laughter to get us through a pandemic

Timing. One of the cornerstones of humor. 

Nobody knows this better than Professor Sophie Scott, Director of the Institute of Cognitive Neuroscience at University College London. 

Scott and I were recently talking about her work on laughter and humor, when she muted her microphone to not cough in my ear. Seems like everyone needs to justify sneezing or coughing these days. “It’s hay fever, it’s not… well read the room hay fever, we’ve got enough going on.”

Not a week later, I read an article by SparkToro co-founder and CEO Rand

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Breakthrough-or-bust emails

Best practices create mediocrity.

That’s my take, at least.

It’s also Dilbert’s take, I’ve just discovered:

Something performs well a thousand years ago or twelve days ago, and it becomes a better practice. The repeated use of it turns it into a best practice – folks start to see it everywhere and think, Well, that’s gotta be THE way to do X. And then they start spreading that best practice in some part of their world, whether that’s within a five-person marketing department or across a 2000-person audience

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How I Turned Dozens of Bad Reviews into Hundreds of New Customers

Unhappy customers appear out of nowhere.

Usually online. Usually passionate. Usually vocal.

Nobody likes getting negative reviews. And I’m not advocating that you go out and try to stir some up. But here’s what a lot of people miss about getting bad reviews:

You can write some really great copy – and optimize your offers – using what unhappy customers tell you.

I did exactly that.

What I’m about to share works great for small businesses, freelancers, even established companies. If any of these scenarios rings a bill, you’ll want to

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The User-Centric Delight Audit for SaaS

What makes people love your product so much that they want to spread the word about it?

Is it clever marketing?

No. You can have the best marketing in the world, but it won’t always turn your customers into evangelists.

Is it price? I mean… we all love a good deal.

Sure, competing on price will make the bargain hunters happy, but it’s never a good idea to race to the bottom.

Is it celebrity/influencer endorsements?

Well, your product may look cooler if Justin Bieber is slinging it, but it’s not the surefire thing

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