Launch Newsletter Issue #00041

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L – Latest News

Meta is cashing in on the blue checkmark craze by rolling out Meta Verified

If you’re curious about Meta’s new offering, read on to find out how it works and what you get for your monthly fee.

>>> Read more

Meta says “adios” to digital collectibles for now

So read on to find out which companies are still NFT-crazy and which ones are breaking up with the trend faster than you can say “blockchain.”

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Are you tired of getting search results that leave you wanting more?

Well, Bing is here to chat! Bing Chat answers are replacing some of the answer boxes in search results, giving you the opportunity to ask more questions and get more personalized responses.

>>> Read more

A – A.I. For Growth

Create killer video scripts in a matter of minutes

And the best part? You can start for free, no login or credit card required. So quit stalling and start creating killer content today!

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Tired of spending hours crafting personalized LinkedIn invites that never get a response?

You can now sit back, relax, and watch the connection requests roll in.So, ditch the copy-pasting and start landing those connections today.

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Transform any text into a 100% human-sounding voiceover

And with the ability to choose from normal, joyful, or serious tones, your videos will never sound bland again. Plus, it works in 24 languages and with any video creation software.

>>> Read more

U – Uplevel Ads 

When the elite marketers discuss the greatest direct response copywriters of all time there is one name that comes up every time – Brian Kurtz.

Brian ticks all the boxes. He has penned masterful campaigns that have generated billions in revenue for clients. Built an iconic publishing company to over $150 million. And, now teaches his timeless fundamentals to others spawning the next generation of direct response copywriters.

Many years ago Brian bought the rights to one of the most influential copywriting books from his mentor and friend Eugene Schwartz. Brian has incorporated this famous book intp a front end funnel for his copywriting course and mastermind.

Let’s dive in and take a look at two of the ads for the book funnel.

Ad Version 1 – Short Form


Ad Version 2- Short Form


3 Elements To Inspire Your Ad Campaigns:

  • Know Your Audience: These ads are targeted at a narrow segment of marketers. They are people who are at least aware of Breakthrough Advertising, Eugene Schwartz, the power of copywriting and another copywriting G.O.A.T. Gary Halbert. It is unquestionable that this narrow targeting makes these expensive ads to run so if you are adopting this strategy you better have a funnel that works and some high ticket items to seel on the back end.
  • Leverage Social Proof: Both ads make use of testimonials or quotes from reputable figures to establish credibility and trust. In Ad 1, it’s the claim that Breakthrough Advertising is one of the most important books ever written in its field. In Ad 2, it’s a quote from the late Gary Halbert, a renowned copywriter. To apply this technique to your own ads, consider including quotes or testimonials from experts, influencers, or satisfied customers that relate to your product or service.
  • Create a Sense of Urgency & Scarcity: We can break the CTA into 3 sections “Click the button below” “today” “and get it at the lowest price available”. Not a sylable is wasted. The first part tells people what to do. The section part tells them exactly when they should do it. The third part gives them a resons to do it. This creates a sense of both urgency and scarcity, which can motivate potential customers to take action. For your own ads, consider incorporating phrases that prompt immediate action, such as “limited time offer,” “act now,” or “before the promotion ends.”

3 Elements We’d Test:

  • Creative Mix: Both the ads feature video creative. Video is a phenomenal conversion booster but only when it has been refined and tested. Early in a campaign often images will produce a higher conversion rate. One way or another its always a good idea to have a mix of video and images. Different people respond favorably to different creative mediums.
  • Widen The Audience (a little): Very few marketers will spend $125 dollars (or $199 for the plus bundle) on a book. As a result the ads should appeal to a very select audience. If we were running the ads we would expand the appeal of the ads to a slightly wider audience. As the copy stands if you haven’t heard about Breakthrough Advertising, Eugene Schwartz or Gary Halbert the ad won’t resonate with you. This is a deliberate strategy. Potentially there are people willing to purchase the book outside this very knowledgeable audience. It is at least worth a test.
  • Include Transformation: If we were testing a broader audience it would be important to expand the copy and introduce an element of transformation. What will a copywriter experience once they understand and can apply what they have learned in Breakthrough Advertising? How have the lives of Brian’s previous customers changed once they implemented Breakthrough Advertising principles. If someone is “Your Solution Aware” you can be direct. If they are only “Problem Aware” or “Solution Aware” then you have to provide more evidence for them to elevate them through the stages.



N – Now Launching

This is an absolute beast of a sales page. A true masterpiece of direct response copywriting. Do yourself a favor and flip through the page here.

Below is an extract featuring the above the fold section:

Book Funnel – Sales Page – Above The Fold


3 Elements To Inspire Your Sales Page:

  • Top Menu: Having a site wide menu on a sales or opt-in page is a big no no. But, when you have a long sales page with lots of sections it is smart to provide internal anchor links to key sections on the sales page. It makes it easy for potential buyers to find what they are looking for. 
  • Social Proof: The big claim (the most important book ever written….) is backed up by a simple testimonial from another big name Ramit Sethi. Brian goes counterintuitive with the testimonial copy. “Be warned: This is an extremely dense read…but beneath the verbiage are profound insights that have stood the test of time.”   Normally it is a negative to tell potential customers that what they are about to do is difficult. But considering Brian is targeting a very select group of elite marketers I think this is smart. He is appealing to people who value intellectual prowess. Triggering them to buy to prove they are more intelligent than Ramit.
  • Exit Intent Pop-Up Opt-in: Facebook doesn’t like sending their users to a page with an exit intent pop-up but Brian seems to be getting away with it. When you go to exit the page a pop-up displays offering you a free chapter from the book. If an exit intent pop-up doesn’t have a massive impact on your CPM or Campaign delivery then this is a smart strategy. If you were sufficiently interested enough to visit the sales page you are going to want a free chapter. This gives Brian an opportunity to get you into a dedicated sales email sequence.


C – Conversion Psychology 

Without data, you’re just an idiot with an opinion.

If you want profitable Facebook ads, you need to obsess over the data.

Here are the key metrics you need to track and what it tells you.

  1. CPM – not irrelevant by any means. It tells you how competitive the auction is and whether Facebook thinks your creative enhances their users’ experience on the platform. We can’t control CPM, but we can track it.
  2. CTR (Click-Through Rate) – Think of it like a popularity contest. The higher the CTR, the more people are interested in your ad. It shows how many clicks your ad is getting per impression.
  3. CPC (Cost Per Click) – This is the amount you’re paying for each click on your ad. Keep an eye on CPC to make sure your ad spend is staying within budget and delivering a good return on investment.
  4. Outbound Click-Through Rate (OCTR) – This metric measures the clicks on links that take people away from Facebook to your landing page. A high OCTR means your ad is successfully driving traffic outside of Facebook.
  5. Conversion Rate – This metric measures the effectiveness of your ad in getting people to take the desired action, like signing up for your email list or making a purchase. 
  6. Cost per Lead (CPL) – This metric measures the cost of acquiring a lead, like someone signing up for your lead magnet. Keep an eye on CPL to make sure your funnel can operate profitably.
  7. Cost per Acquisition (CPA) – This metric measures the cost of acquiring a customer. It helps you see the effectiveness of your campaigns in driving results and making sales. 
  8. ROAS (Return on Ad Spend) – This metric helps you see if your Facebook ad is actually making you money. It compares the revenue generated from your ad to the cost of the ad, giving you a clear picture of profitability.
  9. Relevance Score – This score is Facebook’s way of telling you how well your ad is resonating with your audience. A high score means your ad is relevant and valuable to users, leading to better ad delivery and lower costs.
  10. Frequency – This metric shows you how many times a unique user has seen your ad. A high frequency can indicate that your audience is tiring and you may need to expand your targeting.
  11. Lifetime Value – This metric measures the total value a customer brings to your business over their lifetime. It helps you see the long-term impact of your campaigns and determine if they’re worth the investment.

H – Hot Take


Craft and protect your beliefs at all costs….


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