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I don’t like creative strategists & media buyers that are willing to “test everything” in ads What happens when you test more and more extreme angles without the website matching the vibe of those new ads? What would happen if I invited you to a black tie event and when you got to the address it was just a bonfire in my backyard? You’d show up wearing a tux, mentally prepared to have a couple cocktails and civilized conversations… but you’d find me and my friends in jeans and dusty boots exaggerating my high school baseball stats. You might even be the type of person that would LOVE the bonfire night, but because you got a misleading invitation to that event, you’re not going to have a great experience and you’re probably going to bounce pretty quick. So, when I see brands take a “test everything” approach when it comes to ad angles, I see a few things happen: 1. CTR goes up, and the creative team / media buyer celebrate 2. CVR on site tanks 3. You don’t make any more money And you could say, well we’ll make a landing page to match every ad we test, and you could do that. But, 1. That’s a lot of work 2. You’re still optimizing for the wrong thing. You think an angle that’s good at getting attention will automatically get purchases, and I’ve seen enough to know that’s not true. So, here’s what you should do instead: 1. Test new creative concepts on the website first to ensure they increase conversions 2. Then make ads that will serve as good attention-grabbers and primers for your new website messaging 3. Repeat steps 1 and 2 until you have a generational amount of wealth in your bank account. Hope that helps Cheers Nate Lagos Chief Messaging Officer Bottoms Up Copywriting

Why the hell would I want $15 off my $1,300 Mont Blanc pen? Most marketers lead with a discount, because it’s the easiest way to overcome the objection of price. But why don’t you try more persuasively explaining the value of your product? When I sold watches made out of whiskey barrel wood, I forced customers to think about the 100 years of history & the craftsmen that worked together spanning a century to bring this watch to life. The oak tree had to grow for 80 years. The lumberjack had to cut down the tree. The cooper had to turn it into a barrel. The distiller had to make the whiskey. The rackhouse had to age the whiskey for another couple decades. THEN, and only then, did we get the wood to cut, plane, sand, and seal the wood into a watch… After I told customers that story through copy on our website, they were so relieved that the watch only cost $349 because anything else that took a century to make would cost a lot more. You can do this for your brand too, even if your product isn’t made out of oak trees. There’s a reason a Richard Mille costs $100k. There’s a reason a F150 costs more than a Ford Ranger. There’s a reason eco-friendly, higher quality cotton Q-tips costs more than the cheapest option at CVS. And there’s a reason why a Mont Blanc pen costs $1,300. But if you only talk about your discount, your customers will continue to hesitate at your asking price. Overcome price objections with value demonstrations.

Upload your best performing ads to your preferred robot (listen this video while you're doing that). Then, tell the robot to give you a brief explanation of "Valence & Intensity Zones" as it relates to copywriting & performance marketing. Then ask it to analyze your best performing ads, emails, landing page copy, whatever you want... Tell it to identify which zone each piece of content falls into, then to write new variations in the other zones so you can get a feel for how this works. Now, the most important part: Don't copy and paste anything it writes into your ad account. Turn your brain back on, learn from what the robot told you, but lean on your experience and know-how as a marketer and as a human to write ads in the other zones to talk to a different section of your target audience that your best ads currently don't resonate with. Easy money And it's friday... so drink some whiskey for me tonight Cheers -- Bourbon Nathaniel Chief Messaging Officer Bottoms Up Copywriting

I used to be the CMO of a supplement company that sold a great pre & probiotic product. One of the main reasons our customers used it was to reduce bloating after eating. We increased CVR on that product's landing page by 125% last Q4, just by adding a few holiday-related words & phrases throughout the LP. Same offer, same product, same use case... But we made references to holiday meals, thanksgiving dinner, and christmas parties. That was the only difference, and it increased CVR by 125% You can and should be doing the same thing with all your marketing efforts. Don't market to the chronic or the general pain point. Make pain points specific, acute, recent, and timely to motivate people to act faster. From The Writers Room, Nate Lagos Chief Messaging Officer Bottoms Up Copywriting

This new show is all about how to write better copy in a way that makes you more money.

After 130+ episodes, Tactical & Practical is coming to an end If you listened to 100+ episodes or just to a few of them, I hope one main theme came through loud and clear: You should be spending the majority of your time, energy, focus, and budget on improving the fundamentals of your marketing efforts. In an ecom marketing landscape ripe with shiny objects and distractions, it's never been more important to improve how good you are at: - Reaching & capturing the attention of your target audience - Channeling that audience's desires & aspirations in a way that makes them visit your website - And then messaging to those audience's desired outcomes to persuade those website visitors to buy and to buy more from you Spend all your time at getting better at those things, and the numbers will largley take care of themselves. If you haven't heard, since april, I quit my CMO job and have been paying the bills by taking on a few freelance clients at a time, where I fully execute website copywriting tests in order to make my clients' brands more money. And the next chapter of my content, will be entirely focused on how I write better copy in a way that shows up on your P&L. Thank you to @Intelligems for sponsoring every single episode of Tactical & Practical, and being a great parter and a great tool where I still test all my clients copy on there everyday. Shoutout to Tactical & Practical's Most Valuable Guest: @couuor - I think you get to keep that trophy forever now. Thank you to everyone who's listened to Tactical & Practical... I'll see you in The Writer's Room

Follow Mike De Lia On Linked In: https://www.linkedin.com/in/michael-de-lia-047576178/ Tactical & Practical is brought to you buy Intelligems & Waste Not. We talk about Intelligems a ton on this episode, because it was SO INSTRUMENTAL in how Mike tested & built this website. Go to Intelligems.io to start increasing website performance NOW! Waste not makes sure every cent of every dollar spent on Meta isn't WASTED! See how they helped me decrease CAC here: https://www.wastenot.io/case-studies/large-dtc-watch-brand?ref=nathaniel

Harry Delmage is the king of YAPPER ads: long form, video ads that dominate ad accounts he runs as part of his agency, Roly Poly Digital. He drops some GEMS in this episode about how to write better ads that scale businesses profitably. This episode is brought to you by Intelligems.io & https://www.wastenot.io/case-studies/large-dtc-watch-brand?ref=nathaniel

Usually, I write headlines with only ONE customer persona in mind. But that strategy kinda breaks down when I need to write headlines on your homepage, collection pages, or PDPs where a diverse mix of people are visiting those pages all the time. And I've only found one way to do that, but it's now worked across 16 brands I've tested it at. Here's the difference: If I'm writing to a gift-giver during Q4, I want the messaging to speak specifically to them. I want them thinking that they're not just buying a *thing*, they're buying a symbol of their love, their appreciation, and something that satisfies their desire to NUTURE the person they're buying a gift for. It'll sound something like, "Show your [husband, wife, son, daughter, boyfriend] they're [worth it, earned it, appreciated enough] with a gift that's as [positive adjective] as they are." "Show your man he's worth it with a gift that's as showstopping as he is." "Let her know you see & appreciate everything she does by giving her a gift that's as uniquely beautiful as she is." See what I mean? But, most pages on your website ARE NOT persona-specific. Your homepage, collection pages, and PDPs get a diverse group of traffic. Some gift givers, some people buying from themselves, some ppl who are super problem-product aware, some who are less educated, some are confident, some are insecure, etc... So, you need a headline format that can work well for all of them. There's only one headline format that I've ever seen work well in those cases, and I break it down in this episode of tactical & practical, brought to you by Intelligems.io & Waste Not (https://www.wastenot.io/case-studies/large-dtc-watch-brand?ref=nathaniel)

Cody Wittick makes his Tactical & Practical debut by outlining the 6 steps he takes when Meta performance drops, rather than panic pulling levers. His full breakdown can be found in this tweet: https://x.com/Cody_Wittick/status/2059355220358955458?s=20 This episode is brought to you by Intelligems.io, which is my favorite tool to use to increase meta performance. Test headlines, copy, images, offers, prices, and everything else you can think of on your shopify store! If you're struggling to get meta to reach new people, you need to be using WasteNot.io | I've used it at two brands now and seen an immediate reduction in CAC that resulted from us getting better at excluding past customers. Click here to sign up today: https://www.wastenot.io/case-studies/large-dtc-watch-brand?ref=nathaniel