jasonhornung

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This is something that really needs to be demonstrated to answer.

There’s some different variables that are going to come into play with this stuff no matter—depending on what kind of business model you’re in, what audiences you run, what the size of the audience is you’re trying to test to, the amount of budget that you’re spending and things like that. All of those things affect overlap.

What I’m going to do is, I’m going to give you some testing models and then I’m going to walk you through kind of like the factors that I look at in determining which testing model I’m basically going to use. I’m going to go in my own account here.

Now, I’m in the middle of changing a bunch of stuff out, so I’m only running a few campaigns in this particular account right now. What I’m going to do is pull this back to lifetime because one of the campaigns has been running for quite a while. So, you can see here I’ve spent about $30,000 on this particular campaign.

This is a proving campaign. It’s been hitting my KPIs for me for a long period of time. I recently scaled it from $200 a day to $300. I had let it sit at $200 a day, I think, for like 100 days straight before I scaled it. This campaign literally has not been touched since I launched it.

Now, let’s say I want to test different messaging to this audience. Now, if we’re going to test different messaging to the same audience, we have to do it in a different campaign. The first step that I do in that situation is I’m going to duplicate the campaign. Now, what I also want to do next then is look at what is the audience size and how much budget am I running?

In here, we dig a little bit deeper. This audience is a 1% lookalike combo. This is actually a whole bunch of lookalikes that are combined together into one group. Now, these are all lookalikes that I had tested individually already, and a lot of other previous tests and they consistently convert for me.

That’s why they’re combined into one like that at this point. It wasn’t something that I started that way and that’s what I teach in the Bootcamp 2.0 is to test them individually. You can combine afterward, right?

And this is one of the models that Facebook is saying works really good in their Power 5 document, which I put out all over the place.

Now, this audience is pretty big. It doesn’t give us the estimate right here because I’ve got these exclusions on here, so if I just went, bloop, bloop, that should—yep, here we go. So, this is 5.5 million people. That’s a big audience and if we use my rule of thumb, where we can spend $10 per day for every 10,000 people in the audience, then in theory, this audience should support up to a $5,500-a-day budget without having any problems keeping KPI.

That allows me to then look at what my current budget is, which is $300 a day. Now, what I’m going to do is I’m going to look at some individual days. I’m going to first start by looking at yesterday and what I’m trying to see is, how is Facebook pacing the budget? So, if we look here, they actually spent a little bit more than my budget yesterday. I’m going to look at the day before that. It was a little bit under, so it’s kind of up and down right now.

And the reason I’m looking at this number is because with that pacing indicator—and this is right about when I scaled it, so I think that’s really what the issue is right here. But I bet if I go back to the 6th, it only spent $200. Okay, no. It was still under. It’s still kind of pacing up as I scaled it. That right there—yes, we can see back on the 5th was the last day and then it was at $200. I scaled it on the 6th, that’s why it didn’t quite spend the full amount. And over the course of the last few days here now, it’s brought it up to where yesterday it’s pacing over.

That’s normal behavior as you scale up. And so, what I’m going to do is monitor it over the next couple days. I look at like a trailing three-day indicator. If my budget is pacing where it’s over, it’s spending over, like slightly over or the same amount, two out of three days or more, where it’s like 60% of the time or more it’s spending over, that indicates that the audience—Facebook wants to give you more traffic from that audience.

That tells you that when you create a duplicate campaign, you’re really not going to have any issues with overlap. That’s one way we know that we can avoid having to deal with overlap and again, overlap has to do with the amount that you’re spending. When you get too much spend and you’ve got multiple versions of audiences going, then you create overlap.

That’s why there’s like budget indicators and there’s audience indicators and then there’s how the budget is being spent indicators that you have to look at before you make these decisions on whether, you know, how much you’re going to put into this, whether you’re going to duplicate or not. Because if you’ve got a campaign that’s going and let’s say you’re spending $5,000 a day on that thing and it’s profitable—like I don’t know what you’re spending right now, but you told me your campaign is profitable.

If you create a whole bunch of tests to try to improve your results when you’re already profitable, you can create overlap and screw up the whole thing. That’s why you got to be careful with these things. But if the budgets are low, it’s fine.

And any of your testing stuff, you should always use a lower budget on the campaign. Like start it with $100 a day. That way you’re avoiding a lot of overlap.

Now, that’s the first step that you want to do. Now, what you’re going to do inside of that campaign is going to depend on how much ad sets are running and stuff like that. That’s another variable that we have to account for. There’s the possibility of running ad set budgets within the campaign. I’m going to make the assumption that we’re using CBO here, right?

Once you got that campaign duplicated, then you can have the same audience or audiences that are in that campaign at a much lower budget and you can run different creative with different messaging to that because you’re going to get fresh optimization in the new campaign and you can target the same audiences and you shouldn’t have to worry about overlap at all.

Now, if you have performance issues, what they’ve done here, is if you use this inspect link right here…okay. I had just one day, so I put it out to this month. If you use this inspect link, which is a new thing that they’ve put in here, you can look at your auction competition, your audience saturation, your auction overlap.

This audience right here, right now only has a 2.23% overlap with any other audiences that are running in my account right now.

What Facebook says is you want to avoid this being over 25%, because you can’t avoid it entirely. It’s really, really, really hard. Like I’ll go and look at one of my other campaigns, some of my other campaigns. Just some of these other old campaigns that are cold, so you can see. So, this one has minimal, but it’s still .54%. It’s very difficult to eliminate it, but you can really easily see what your auction overlap is.

Really, the best way to test different messaging is you got to duplicate the campaign and you use the same audiences, you lower the budget, and then you put new creative in there with your different messaging to those campaigns, and then you come in here on the ad set level and inspect and look to see if that ad set has over 25% overlap. Then if it does, then what you need to do is work on your exclusions better or maybe test in a different account, if you need to test to the same exact audiences. That’s the way to kind of eliminate the overlap issues that will occur within your one account.

There you go! Hopefully that helps.

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To the victor belong the spoils,

Jason Hornung

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Okay, so this video is going to address a question that I’ve been getting quite a bit lately from people having problems with their ads not using budget or showing fully.

Now, people want to know, well, why is that? And then they isolate it down to one little thing. But the problem is, then it’s usually that’s a very incorrect thing that they’re isolating it down to. There’s a lot of factors that are going to play a role in this.

I’m going to break this down into two different types of factors that you need to look at and then give you some ideas of what those factors are so you can look at them and determine what you might need to change in order to get your ad to display.

So, first off, you’ve got intra-campaign factors and then you’ve got intra-account factors. Your campaign factors are the objective that you’re using on the campaign. The audiences that you’re targeting, the bid strategy that you’re using, and the different ways that you’ve structured your settings inside of the ad set.

Now, on top of that, you have the performance of the ad itself. So, if your ad isn’t performing as other ads to that target audience, then Facebook will throttle it and it won’t show or display or use your full budget, even if the audience is big.

So, if you see that you have the front-end indicators that are normal to other ads that you run that don’t have any problem running using the budget and spending all of that, especially if the audience size is big enough, then you know you don’t have a creative problem. That’s how you evaluate the creative.

Assuming that it’s not a creative issue, then you got to start running through your settings. If you are getting spend but it’s not using the full spend, usually the indicator there, that means that the bid is too low. If you’re using automatic, that means switching to manual and bidding up. If you’re using manual, that means increasing your bid.

Now, if you’re not getting spend at all, you’re getting hardly any spend, sometimes that can be the fact that you are using manual bidding and switching to automatic can fix that.

Other times, it could be something with your settings in your account. I see oftentimes people will put the wrong kind of exclusion on there, where it messes up the way that the ad set delivers or you’ve got so many different ad sets going to the same audiences or similar audiences, that you create a whole bunch of overlap in your account and then you don’t have everything showing properly.

Those are the factors that are going to play a role in that. Your audience, your settings in there with your bid strategy, and then any exclusions and stuff that you’re using.

Now, the other factors that you have are intra-account factors that have nothing to do with the campaigns, but your account and how people are perceiving the account. One of them is your customer feedback. You really want to be going to this URL:  Business.Facebook.com/Ads/Customer_Feedback, and this will give you your feedback score for your page.

Now, you can select any page and it will tell you if you’re under penalty. So, like this particular page is actually penalty right now, meaning that Facebook is throttling their ads, they’re not showing them, and they’re giving poorer quality traffic. You could be getting this right now, which may be affecting the deliverability of your ads.

Another thing you have to look at, if you go to your actual page in Business Manager, this is my fan page, and you go to settings, under the “more,” there’s this page quality here. I don’t have any restrictions or violations here, but you might. And if you do, then this is going to affect your ad performance, your account’s ability to display ads, for the quality of traffic that you get. Plus, you also have some factors with billing as well. If the billing is not going through consistently, like you get some payments that don’t clear and stuff like that, that will affect the performance.

Those are the things you have to look at and if it’s some of these intra-account things and it doesn’t have to do with settings or the creative, there isn’t anything that you can do about it other than not advertise with that ad account or fan page.

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To the victor belong the spoils,

Jason Hornung

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This video walks through a strategy for how to go about promoting a Facebook group with ads.

Now, the strategy that I deployed, and I did this for January to February of 2019, what I did was I used a lead magnet and as a notification list to get a bribe and—I’ll actually pull up the ad here so you guys can see this—and I sent the traffic to an opt-in page, which then on the thank-you page had an option and a video, which I’ll show you a moment and you’ll get the links and stuff, to promoting the group and driving people to a button to then request access to this private group.

Now, in this case, the ad was very short. This was during the time when Frank Kern was highly promoting intent-based branding. My team and I—I was one of the first people to learn this from Frank. I had joined his agency to learn their process and how to do it better.

So, what we did was, my team and I had filled in a lot of gaps and improved this and we also codified it because Frank never delivered us any documentation on how to put any of that stuff in place, at least in the time that I was there. So, what we did was we codified that.

This video explains all of that and says we’re thinking about releasing this and it drives people to a landing page that looks like this. Very simple and now we’re just offering this. Yes, people want those systems and then they land on this thank-you page, where this video explains about the group and it gives a call to action for them to click this button that’s below the video to go join the group.

Now, what I can show you from this is during that time, I spent $6,500 on the ads and I generated 1,313 opt-ins for a cost of $4.96 a lead. The group itself grew to 498 members. I ended up with 498 members in the group and it was at this cost. That’s roughly twice the lead cost, but I still have all those leads at the same time. I was able to build the group, promote the group without Facebook having a problem because I’m going to a lead magnet first, and I had all these people that I could re-email. You can see they ended up buying a lot of stuff from me. We had eight of these particular sales. We got a bunch of strategy sessions off of those applications—or excuse me, those leads. We definitely turned a profit on this.

The reason I stopped running it is because I didn’t have the time to actually manage the group and put the effort into the group that’s required to make that work. It’s one of these things that just kind of got put to the wayside. But essentially, this is our strategy.

You create a lead magnet that is related to the topic that’s in the group, right? It’s advertising and people want to know how to advertise and how to scale. It was an advertising system and then the offer for the group is to join a group for learning all the secrets to what we’re doing to scale ads profitably today.

Everything was completely in alignment and we went ad to landing page, then to this page right here.

Now, you could also drive traffic straight to a page like this, where you have a headline, video, call to action for them and you could make the group your lead magnet. You don’t necessarily have to have those two steps. I did it that way because I wanted to have a little bit of an extra layer in there and I wanted to build the email list at the same time because I make the most money off of email. That has always been the case for me. I wanted to get the lead and build the email list at the same time.

I wouldn’t do anything with Messenger in this strategy. I know people ask that question a lot versus a lead magnet, especially given like all the changes that are constantly happening in Messenger and the restrictions that are happening there. And I’ve never seen Messenger stuff convert to sale the same way that email does. Just never seen it happen.

That’s why I set up this strategy this way and this will allow you to go ahead and set that up for yourself.

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To the victor belong the spoils,

Jason Hornung

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This is actually one of those areas where it depends. Some of the context behind the answer to your question involves what market you’re in. Obviously, when something is “super-fast diet,” it’s dealing with weight loss and that’s a lot more scrutinized market when it comes to before and after photos which are, according to the terms of service, they’re prohibited on both ads and landing pages because the terms of service applies to both.

Now, having said that, let me actually pull that up real quick here. Here’s where it gets a little bit weird because it says here in the terms of service that ads must not contain before and after images or images that contain unexpected or unlikely results. Now, they must not imply or attempt to generate negative self-perception in order to promote diet, weight loss or other related products.

So, when you click the “learn more,” they actually show some photos. You see, they’re giving examples of what you can and can’t do. All right? This is an example of before and after side by side in the ad. This is an example of a before and after side by side. Anything that has the red X is stuff that they don’t want you to do. The greens are things that they do want you to do.

Technically, anything side by side like that that has some kind of unexpected result is going to get this banned. Now, this is probably considered an unexpected result because it’s hair.

Now, when we look at your particular landing page—and this is where the nuances can be—because the before and afters are fully clothed, you can’t really see what Facebook deems in the policies as an unexpected or unlikely result, especially when the people don’t look super ripped and they’re not like showing abs and stuff like that.

Most of yours, it’s like these are really expected results. Now, this one is a little bit unexpected, because you can clearly see she lost a lot of weight. But a lot of these other ones, they’re not and there’s definitely not—this is the only one with the shirt off, so this would be one where they would probably more have a problem, but the rest of these they wouldn’t actually because they’re not showing the unexpected result.

It’s not about whether it’s on the landing page or not because the ad policies apply to landing page, it’s how you’re doing the before and after that actually matters and where they look at it. And this is also subjective. Because I’ve had people in policy that have looked at something like this and they’re like, “Oh, it’s fine.” And then I’ve had people in policy look at something like this and say it’s not fine. Okay?

These are, again, another one of those grey kind of subjective areas.

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To the victor belong the spoils,

Jason Hornung

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All right, so we had a question from someone in the group and he’s asking specifically about, I believe, scaling within his brick-and-mortar business. Now, he just said next steps, but then he’s talking about, do I go to lookalikes? Do I do retargeting? And then he’s throwing in AdRoll and stuff like that.

So, my assumption here is that he’s looking to scale because he’s got his front-end Facebook stuff going, like he said, at the beginning of the message.

What I wanted to do in this video was give the 6 Scaling Steps that can apply basically to any business. Now, some of these things aren’t going to apply to certain scenarios and there may be some nuance that you have to think through in some of these scenarios, depending on the market that you’re in. That’s how some of these things change, depending on what business that you’re in.

I’m going to attempt to cover some of those specific to what he’s talking about here as I go through this real quickly here.

All right, the first thing that we do is we get cold, warm, and hot Facebook campaigns profitable. That’s the first thing that we do. That’s what my whole course, Bootcamp 2.0, teaches. That’s what our new course that I just put in the membership site, How to Convert and Scale Paid Traffic Today, that’s what that teaches.

Now, what we mean by cold, warm and hot is we’ve got cold traffic, we’ve got middle of the funnel stuff, like Facebook fans. We’ve got people who engage with ads, video views audiences, and stuff like that.

And hot campaigns, which are retargeting that we do with the Facebook pixel, okay? We actually do retargeting right away. We should be doing it, at least on Facebook. If you’re following what I teach, especially in the CBO course, which is our current campaign structuring, you’re going to have two cold and one is going to be specific interest. I’m going to label that SI. The other one is going to be lookalikes, if this applies to you.

Now, one of the scenarios where lookalikes don’t really apply, and even interest don’t really apply, is a lot of local type stuff. So, like if your market—and what I don’t know from the person who asked this question, is when you say brick and mortar, if that confines you to a local area or not. I don’t think so, from what a lot of the other things you’re telling me are going on in your business. I think you’re selling in your whole country online.

In that case, if that’s the case, then you can do lookalikes, if you’re in a broad area. But if you’re a local business and you’re just advertising in a geographic area, especially if it’s really small, lookalike audiences are completely useless for you. All it’s going to be doing is making another group of people that you can reach without having to do the lookalike and they just don’t really work as well as if you just target the local area.

But in our normal campaign structure, we’re going to have two cold and one warm campaign and inside that, we’re going to have an ad-set that is targeting the FB fans. We’re going to have one that’s our 25% views of audiences, and then we’re going to have one that is our general retargeting.

And then we’re going to have a third campaign that’s basically our hot campaign and this is going to be our non-buyer retargeting in here, or whatever the top, the next step in our funnel is. If it’s purchasing a product, it would be non-buyer, if it’s becoming an applicant for like a high-ticket coaching program, than it’s non-applicant, is kind of how we’re doing it. We’re just trying to get people to take that final step in our funnel before they take the action that we want them to take in that funnel. All right?

So, this is our normal campaign structure and we’re going to put all this stuff together, do all of our testing and stuff and our campaigns get profitable.

Now, from what the person who asked the question is telling me, this is where he’s at right now. He’s already here.

So, the next step would be then to test third-party retargeting and get that profitable. Because now what we’re doing is we want to spend our money the most efficiently and give us the highest probability of success.

When we go after people that have already been on our site and haven’t done what we wanted them to do, they haven’t bought yet or become an applicant or become a lead or something like that, then doing advertising to them on other platforms, on other places that they’re going to be on the internet, which is what these third-party retargeting platforms do, that’s going to give us the highest leverage point to convert sales cheaply and give us the most profit. We can typically add on an extra 10X ROI over our ad spend on that channel, which does really well.

Now, you’re not going to be able to scale these budgets really high until you start getting way more cold traffic coming in, because,  you know, that affects these things. But you can get really cheap sales, they add extra sales, they make you more profitable in your overall scheme of things. So, that’s why we start here.

The ones that I recommend are AdRoll, SiteScout, and Perfect Audience. Now, I don’t have trainings on these, because I don’t need to. They already have, inside of their websites, they have videos that they do from their team showing you how to set stuff up. You don’t need me to do that for you. Like it’s no different than Facebook and how it operates from the meta level. You get a pixel that you install on your website.

And I would recommend that you sign up for these things and any other networks—which is the next thing that you want to test—sign up for these things right away. Get your accounts and every single one of these things gives you a pixel like Facebook. You just put all them damn pixels on your website.

Now, we use Google Tag Manager to do that. You can go to Bootcamp 2.0, we have a whole section on that in there, so there’s videos and trainings on how to do that. But we put all that stuff in there up front. I even show all this in there, and then we get people from all of our Facebook traffic that we’re running up here, it fills these audiences, too, at the same time, onto their pixels. And then we can then set up these ads over here on these networks, so we get to leverage the traffic that we’re generating  up here from Facebook when we’re ready to start testing these networks.

So, they have trainings that show you how to set up ads on their network and stuff like that. You know, use that stuff. I’m not going to create trainings on those

Then once you’ve got things profitable, then you go to step three, which is testing other networks for warm traffic. You can go to your middle of the funnel audiences on Google Display and on YouTube. If you got a YouTube channel, you can start doing ads there. Again, there’s plenty of trainings out there on this stuff. I don’t have anything specific to these areas at this point in time. We’re going to be expanding out to that.

Then once you got the warm traffic, the middle of the stuff going there, then you can test those same networks for cold traffic. We go to our middle of the funnel stuff first because again, that’s highest leverage for our dollars spent. And it’s the easiest to get to convert. Once we get to cold traffic, then it starts getting harder. That’s why we put that down here.

Now, some businesses this may not apply to, like especially a local or a brick-and-mortar business, but you can look for media buys and email drops. Now, a media buy is simply going out to a highly relevant website that gets its own traffic and they sell advertising on their site. You can buy banners on their site or a whole package of different ads, which would include banners on their site, maybe placements in the newsletter. Sometimes an email drop.

There’s a lot of businesses like that that have email lists that are highly relevant to your offer and this could even work for like a brick-and-mortar and they’ll sell you an email and you basically create a creative with them and you send it to their list, and you drive that traffic to your website. That stuff converts really well. These things were actually what I did the majority of the stuff, that plus SEO actually, was my two biggest sources of traffic for years before I got into Facebook ads and paid traffic.

All right, you can look for these things and then you can also, as you’re doing the whole thing, you know, build SEO assets along the way off of certain keywords for your site because if you’re doing this stuff over years and you’re building this stuff out, then you start getting all this other free organic traffic that comes in and it scales you all up along the way.

There you go. That’s your scaling steps.

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To the victor belong the spoils,

Jason Hornung

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I want to give you a quick overview of the page and kind of the process that I go through in evaluating this stuff, so you’ve got an idea of what I’m looking at here with these things.

Especially when I’m selling to women, the first thing I want to do when I look at a page is I’m looking at like how does it make me feel? Because the buying decision is made emotionally, right? And so, whether it’s a man or a woman, you’re going to need to understand that aspect.

But especially with women, they’re more driven by their emotions than men. Men are a little bit more leaning logical, typically.

So, what happens is, if we set off the wrong emotion, we’re going to negate the buying action. Everything that we’re trying to do online is to prevent frictions that create the sale from happening.

Now, the first impression as I look at this page, it’s really busy. There’s a lot of stuff going on, this thing is flashing at me at the top with a lot of text. There’s this header here with even more text and different places for people to go. Then there’s this little pre-headline. Then there’s a headline with all kinds of shit, with all these plusses, and all this words in here, and there’s all these other words down here, and then there’s more words and there’s images. I don’t know where to look. I don’t know what to focus on. And I feel overwhelmed when I’m looking at this page.

Now, if that’s occurring in a majority of your users, what’s going to happen is they’re going to bounce. They’re not going to read the rest of it. At first glance, I would really simplify the stuff above the header because I haven’t even looked at this on mobile, I’m on my desktop. But all this stuff is going to push everything way down the page.

If you’re not catching them and getting them right here, they’re not going to scroll and never see the offer. We even have a button here for trying a shake. They don’t even know what the offer is yet.

This whole thing right here, this header, is pretty useless. I would try to get the logo up maybe into this here or get the logo into a really thin header with no other links out. We don’t want people leaving this page from right here, which they can.

Then the thing that I’m seeing here and what I want to share with you in the headline, is you’re really violating one of the most important rules of copywriting and headlines here. I’m going to explain that out of the book, Great Leads, by Michael Masterson and John Forde, if you haven’t read that yet.

It’s all about what they call the Rule of One, which is chapter one in the book. One big idea. Right here, you’ve got a whole crapload of ideas thrown into this headline. And it kind of negates what I think the big idea really is, is that you don’t need to take all of this shit, you just need to take this one shake, right?

What’s happening is, is you’re conflating the message here and making this really hard for people to understand what it is and why they should get it, when it’s all this stuff right here, blah, blah, blah, blah, blah. I would like to see a more clear, big idea. Like just having all of these items in here, it’s too many things. It makes it hard to read, it gets confusing and all that kind of stuff.

I’m not sure what audience this is going to, if it’s going to cold traffic, if it’s going to warm traffic, what the awareness level of people are, all of that stuff affects the approach that you’re going to take, so I can’t make any recommendations really necessarily on how you would go about specifically fixing this.

But what I would tell you is, is if it’s a more aware audience, then you want to make it just about the offer. If it’s a cold, more unaware audience, then you’re going to have to make it more about the big idea or you’re going to have to use a promise lead or some kind of problem solution lead where you’re clearly indicating to the market what this thing does for them.

You’ve got a lot of that down here, in your copy. Now, again, I’m not sure who this is going to, but I feel like the order of these things are a little bit out of line. Because again, I don’t know who the audience is going to, right?

But if I’m assuming this is going out to cold traffic and it’s a less aware audience, I’m going to want to explain what this thing does, why they need this because we have to establish the problem, first. We’ve got to establish the need for the problem and then we’ve got to explain why your product uniquely solves it.

Most of it is about the nutrition and taste right away. There isn’t anything about any particular problem that it solves. And then we’ve got why people are loving these things. These are just features. Feel your body and balance your hormones is just a feature. Same with perfect meal replacement. That’s just a feature. There’s no benefit here at all. I haven’t seen a whole lot of that. I mean, there’s a little bit here, but this again, is a feature. “So you can look the way that you want,” is then the benefit. You’re missing a lot of the benefit here. This is benefit. But in the rest of the copy, I’m not seeing a lot of that and that should be coming after you establish the problem. Like what does the product provide?

But we’re going right into a little bit of some—it talks about this but then we’ve got this kind of question here—yeah, here’s a little bit of some problem, I guess. Okay, your problem is you’re working on the taste.

If that’s a big problem you’re identifying then it should be clearly communicated up here. Like, “Finally, an all-in-one-plant-based protein shake that tastes amazing and will delight your taste buds.” That’s how we create a headline that will convey those benefits right there and get them to read.

Then you can talk about the problem and then you get it—like you really want to make sure when you’re writing your sales letters, you follow the 12 Point Proven Sales Letter Formula.

I guide all my—whether it’s e-com or not, this is exactly how I write mine.

Go down here. It’s always, get attention, identify the problem—this all gets done right in the headline.

Then you flesh that out a bit more. Provide the solution. You tell them what the solution to this problem is. Like what’s the solution to a bad-tasting shake? Well, it’s to do whatever she’s done to change the shake so that it tastes good. That’s her unique thing. You’re providing that solution.

Then we talk about her credentials. Then we go through all the benefits. Then we show the social proof that other people are using this.

Then we make the offer, inject the scarcity, give guarantee, call to action, give a warning, close with a reminder.

As I’m reading your letter, it’s just out of the right structure for making an argument for somebody to buy a product, especially if you’re going to be going out to cold traffic.

That would be my recommendations for you to really understand who you’re going after, where they’re at on that spectrum, simplify down everything so it’s one big idea, and then get your copy in the right order for making your arguments and your offer.

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To the victor belong the spoils,

Jason Hornung

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