{beacon}
 | ||||||||||
| ||||||||||
| | ||||||||||
 Bonjour Millionaire, You know those kids that cry when they lose a soccer game and run down the field in tears? She is me and I am her. Was this email forwarded to you? Sponsored by Anrok 🚩🚩🚩 ATTN: any beauty/cosmetic/skincare brands shipping across state lines: ON THIS EPISODE OF GO-TO-MILLIONS Are you taking copy wins to their absolute limit?For me, the only thing better than winning is… Winning on 4 different touchpoints by doing the EXACT same thing.  I happily self-plagiarize and ride the 1-trick copy pony as far as it’ll take me, because a win is a win is a win. When the winning stops, I’m done. Ready to move on. On Sunday, we talked about creative accounting: knowing when to move $$ from 1 part of your creative budget to another in service of your larger goals. Today we’re talking about creative budgeting: how to streeeeeeeeetch every COPY WIN as far as it’ll go. Some people seem to think being creative means everything you do has to be 1 of 1. Don’t even get me started on the myth of the lone creative genius/ wordsmith.  Real, sustainable creativity is knowing when to conserve your energy by scaling what’s working. Even if it feels less exciting, because you’ve seen it before. This is strategic, not lazy. Besides, nothing creative (no line of copy, image, or format) can win forever. Enjoy it and exploit the hell out of it while it lasts.  WHAT TO DO WHEN YOU’RE WINNING, COPY EDITION:🎰 Scenario 1: If a phrase is working in 1 ad… Then scale that exact phrase across formats and onto your other products. You know it’s easier to keep something working than to try to make something new work. It’s Creative WIN-ertia! If the same copy doesn’t work elsewhere, you’ll stop. If it does work, you’re just getting started. 🏹 Scenario 2: If a page or answer is getting picked up in AEO/GEO… Then feed that exact language into your welcome series copy. Give the people what they want. They found value in that answer. It doesn’t matter how valuable your team thought it was. Speak to them with it. Make them feel seen. Remind them why they’re here. 🧲 Scenario 3: If a phrase is winning the category on search… Then sweep every touchpoint. The marketplace title, PDP, email… This is NOT optional! Every touchpoint should have the best PROVEN language. It’s your job to capture the wins and disseminate learnings as you get them. Keep performance receipts and share them with key stakeholders. Especially the ones who argue, “But we don’t say blahblahblah.” Actually, you DO say what customers want and need to know. 🦜 Scenario 4: If customers in the wild keep describing your product in certain words… Then get fluent in that language and feed it into your copy. It’s a privilege that customers care enough to talk about your product AT ALL. That’s the 1st win. Why wouldn’t you learn, and keep winning, with that? EVENT: FULFILLMENT IS RETENTION We work so hard at winning, it's easy to forget fulfillment. But if you don't nail that, you're nerfing your own retention. ESPECIALLY during BFCM. Ask me how I know. Now is the time to make sure you have all the pieces in place for Q4. I'd like to help! On July 28th, Brandon & I talk about how to make your BFCM run smoothly...and tell a few stories about times it really, really didn't. Marketers get the first purchase. GO-TO-MEME  Like I said before (and I’ll say again), please continue to work what's working. Copy that, | ||||||||||
|
