This Small Tweak Dropped Emma’s Cost Per Lead from 72c to 29c

We took over running Emma’s Facebook Ad campaigns. Her campaigns were performing but I knew they could do better.


Emma had invested months testing the copy. I didn’t want to change too much.


The order of your copy is important. Emma had buried the primary value offer at the bottom of the ad.


Simply moving the bottom two lines of copy to the top of the ad got us the result.


The first two lines of your ad copy have to grab people. Throw your heaviest punch straight away. Give people a reason to read on.


Your copy should feel like a slippery slope. Once someone falls in, make it impossible for them to leave.


And, I’d love it if you hung around. Make sure to check out some of my other videos on lead generation strategies for course creators and membership site owners.

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