The most effective way to find winning copy

TACTICS
3 marketing tactics you can implement this week

1/ The most effective way to find winning copy.

A simple copy change in your landing page can increase your conversion by 10-20%. But, doing A/B tests on your website/landing page may not be practical (and expensive).

Here’s a solution for you: Test the copy on Facebook.

It costs a few dollars for tens of thousands of impressions.

Actionable:

1. Have at least 10 Facebook ads (or however many copy variations you can think of).

2. Only one change should be made between the versions (change the copy but keep the image/video and audience the same).

3. See which ad has the highest CTR.

4. That’s your winner.

Pro tips: You can use the same tactics to optimize any copy (e.g., blog title, image subject lines)

2/ Give something for free is good, but here’s how to do it right

Giving away content or lead magnets for free is a great way to increase brand awareness and generate leads.

Before giving away anything for free, it’s a good idea to ask for a small commitment from the user (e.g., in exchange for an email address).

This will help you build your marketing email list.

I also gave free access to my community, which contains marketing resources, in exchange for email. Join my free community.

3/ 2 questions = 16% increase in conversion

Hootsuite asked their landing page visitors 2 questions.

The insights they gained and applied resulted in a 16% lift in conversions. What are these questions:

1. Do you have enough information to make a purchase?

2. (if No) What other information would be more helpful?

With their survey results, Hootsuite took action and revamped its landing page.

I did something similar in my welcome email sequence. I asked:

1. What makes you subscribe to my newsletter?

2. What would be in it if we could create the perfect newsletter for you? How would it help you?

Based on those answers, I decided to remove several sections from my newsletter. I understand that what you guys want is just actionable tactics.

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COPYWRITING
“Benefit with feature” headline copywriting formula

Try this formula: [Achieve desirable outcome] with [what your product enables]

Example:

• Fuel decision-making with rapid, remote testing

• Lose 10-15 pounds in a month with 1 daily serving of X

• Be the smartest marketer in the room with actionable tactics from SecretFrameworks.

BOOK SUMMARY
Everybody Lies by Seth Stephens-Davidowitz

This book delves into the unique insights gained from our digital footprints and the truths they reveal about human behavior.

Here are some things covered in the book:

1. How online anonymity reveals true feelings and anxieties that people wouldn't share publicly.

2. The significant implications of using digital data for leadership and understanding employee needs.

3. The ethical considerations and balance required in using personal data responsibly.

👇 Click to listen to the full episode

CLICK WORTHY
ICYMI

• 2025 social media usage trends.

• LinkedIn provides data-backed advertising tips.

• Google tightens ad design guidelines.

• New report on Google Search data.

• TikTok’s 10 tips for creating long-form videos.

• LinkedIn shares research “The Impact of B2B Influencers”.

When you are ready, here’s how I can help:

• Free SF community where I share my swipe files, cheatsheets, templates and other marketing and copywriting resources.

• 88 Ogilvy’s Ads Collection—If you’re a marketer, your swipe file is incomplete without this.

• 1:1 consulting (currently closed).

Hit reply any time! I love hearing from you.