We just wrapped up our biggest launch of the year – our annual enrollment of my live 8-week copywriter coaching program, The Copy Posse Launch Pad…
And because, like me, you guys geek out on all things marketing and copywriting, I thought you might want to see a behind-the-scenes breakdown of two of our top-performing ads…
Including one that had an incredible 921% ROI.
Let’s get into it!
Hey Posse, what’s up? It’s Alex.
Coming at ya this week with a little behind-the-scenes intel on my most recent launch for Season 5 of my Copy Posse Launch Pad copywriter coaching program.
In this video, I’m going to 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.
This is one of the most overlooked – but important – steps in running ad campaigns that’ll get you high ROIs like this.
So pay close attention…
But first – if you want to see more behind-the-scenes breakdowns like this, please take a hot second to comment and subscribe to my newsletter…
Alright – so the first thing you’ll notice when you look at these ads is that they look ALMOST identical…
But they are actually quite different…
- The ad creatives are slightly different.
- The hooks are different.
- The copy is different.
- And most importantly… the target audience is different.
Let’s zoom in on the first one…
Okay, so this ad had a 508% ROI.
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 currently have another job or full-time commitment.
Remember that language “side hustle”...
Once I show you the second ad – you’ll see why this is so important.
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, and the ones with a picture of me always perform the best. And that’s not just something weird about my brand… there is data that backs this up. Pictures of faces do better in graphic ads.
- It’s clear what this ad for. One glance and you can see very clearly that this is for my Launch Pad program
- And finally, it has a clear benefit-rich hook right there on the graphic. “Start your copywriting side hustle from scratch in 2024”.
Now let’s dive into the ad copy that accompanies the creative…
Learn in-demand copywriting skills, leave your soul-draining 9-5, ignite your copywriting side hustle, and land your dream clients all in 2024?!
It’s not some far-off FANTASY For many of Launch Pad grads, it’s a REALITY.
Doors are now OPEN for the Copy Posse Launch Pad Season 5.
As you can see, we’re starting right away by directly calling out the target audience’s biggest pain point and re-iterating the benefit hook…
They want to leave their soul-draining 9-5 and start a copywriting side hustle.
Then we immediately address a very common objection that many people with no experience have – “Others can do this, but I can’t”…
We do this by stating that this dream of theirs is NOT just a fantasy and use subtle social proof by saying, “Hey, for the people who have taken this program, it’s a reality.”
So we’re calling out the audience’s biggest pain point, addressing a big objection, building trust and dropping a call-to-action – all in a few sentences. Ok moving onto the next part…
In this 8-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.
Here we’re giving a quick overview of the program and what they’ll get.
Notice that we aren’t giving a point-by-point breakdown of every single feature included – this is important and I’ll tell you why later…
But we’re answering the high-level “what is it?” question and re-iterating the core benefit and promise.
Let’s keep reading…
_________
So whether you’re…
A total NEWBIE with zero experience who literally just 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 (yup… 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 customer to say, “Yep, that’s me!”
Then, of course, we end with a strong CTA and scarcity. We tell them to click the link to join before doors close for a whole year.
Yup, THAT ad had an ROI of 508%…
And, as you can see, it is NOT fancy.
I mean, we whipped up a graphic in Canva, added some strong messaging that spoke directly to our audience and voila…
It really can be that simple.
BUT…
There is something VERY important about this ad that you don’t know about yet…
And THIS is the reason why it converted so well for us…
I’ll reveal that in just a moment.
But first – let’s take a closer look at the second ad. This one had an overall ROI of 663%…
And in a split test done on this ad, we saw variations have as high as a 921% ROI.
So what’s different about this ad from the first one?
Let’s zoom in…
- You can see we’re using the same image of me…
- The same font and colors. We split-tested this and tried different color combos, but this combination won every time so that was an interesting takeaway.
- The same strategy with having the program name in large text so it’s super clear what this ad is for. BUT HERE’S THE DIFFERENCE…
- The hook at the bottom of the ad creative is slightly different. “Write an irresistible portfolio and ignite your copywriting biz in 2024”
Now let’s take a look at the ad copy…
→ 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 different… we’re utilizing the FYI hook here and challenging beliefs by opening with… “Here’s something you probably didn’t know…”
Then we give a statistic that’s probably pretty surprising for a lot of people…
And backing it up with a source to build credibility…
Okay, let’s keep reading…
And writing-related jobs have gone UP over the last year. In fact, writers are needed now more than ever before… Because there is an ever-rising premium on HUMAN creativity, empathy, and strategic thinking.
Here we’re addressing another big fear and objection people tend to have when considering a career in writing…
That A.I. is taking over and people are no longer hiring writers. Which we prove is so WRONG by sharing that jobs are actually on the rise.
We go on to say…
So if…
You’re ready to leave your soul-draining 9-5 and create your dream life on your own terms…
You’ve been thinking about becoming a copywriter, but 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 LVIE Copy Posse Launch Pad copywriter coaching program is the place for YOU.
Join us for Season 5 before doors close for another year.
And again – just like the first ad – we’re ending by listing off some bullet points about WHO this program is for.
The interesting thing about this is that we did split test different variations of copy that did NOT include these bullet points…
But the ones with these bullet points performed much better.
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 in a second…
But first…
Did you catch the BIGGEST difference between these two ads?
It’s pretty subtle – and hard to notice if you aren’t looking for it…
The first ad is targeting people who aren’t so sure about going “all-in” and starting a copywriting business yet…
In fact, we avoided using the words “business”, ‘biz’, etc. as to not overwhelm someone brand new.
We kept it low-pressure by using the words “side hustle” and “from scratch” which makes it feel more attainable for them.
But the second ad targeted a different audience…
You can see we say “Ignite your copywriting biz”.
So this is speaking to people who are a bit more aware of my programs and are ready to go all in with copywriting. They know they want to do this.
This is a very small adjustment in the copy and language being used…
And it should come as no surprise to you that we did NOT run these ads to the same people.
We segmented our audience based on their interests and previous interactions with our brand.
Audience segmentation is how you work SMARTER with your marketing – not harder.
Writing specific copy that speaks directly to each audience depending on where they are on their journey with you and your brand is key for optimal conversion – even if it’s just slightly different wording.
It makes a big, big difference.
But the most important thing to know about both of these ads…
And the main reason they converted so high…
Is that they are RETARGETING ads.
This means that the people seeing these ads have interacted with our brand before…
Through our free content and engagement ads, we’ve been warming these leads up and priming them to buy for weeks, maybe even months…
So by the time they saw these ads, they were already aware of WHO I am, WHAT the offer is, and WHY they need it.
This is why we didn’t have to do a ton of education on the offer or storytelling about me and what I’m all about.
But here is the biggest lesson you should take away from this blog…
You can study what we did well in these ads and re-create them yourself…
But if you’re showing these ads to someone at the very top of your funnel – someone who doesn’t know who you are and what your offer is about…
Then you’re not going to see the same ROI that we did.
That’s why it’s so important to understand audience awareness and how to tweak your messaging at each stage.
Now, if you want to learn more about writing great ads, hooks, and headlines for the different levels of customer awareness…
Download my FREE H.O.T. Headline Formula…
Which explains exactly how to write to each of the 5 different levels of customer awareness…
And make sure to stick around for next week’s video by signing up for my newsletter, and I’ll give a more detailed explanation of the 5 stages of customer awareness.
I’ll see you next week with a brand-new tutorial. Until then, I’m Alex. Ciao for now!
