Hey John! This was something I had planned on talking about in yesterday's coaching call, but something came up and I didn't quite make it. This might be a bit of a long post - sorry in advance! 

I was re-watching the copywriting course again (for like the 10th time - there's always something new I learn!) and I think something from that finally clicked with something you'd said previously about the Facebook algorithm. For a long time I've been confused how the fan avatar concept comes in to play when we're just targeting based on interests, and I think I understand now. 

Previously I've used very technical descriptions of my music in squeeze page headlines. Stuff like "Soaring vocals, cinematic orchestrations, and some of the best guitar work to ever hit the symphonic metal scene." It works, don't get me wrong, but I think I finally realized how to connect on a more emotional level. I changed my headline to "With crushing riffs, blazing solos, mournful orchestrations and the voice of a Siren, Mute Prophet is the soundtrack to a moonlit night and a turbulent sea." Calling out to pre-existing interests and passions, like you do with your "pour yourself a whiskey" line. 

I'm running this squeeze page to three audiences - fans of a specific band that's been known to use similar language, all fans of symphonic metal, and a lookalike of everyone who's hit my purchase confirmation page in 180 days in the US. Now here's the thing I may have realized about the algorithm. The first audience, the fans of the specific band, the ones I KNOW will respond to this language, are responding to that as the ad text by far the best, and converting on the squeeze page at almost 50%. The lookalike audience and the broader genre targeting are responding instead to a different ad text that's less emotional and more technical, and they're converting at a much lower rate (though still perfectly affordable).

What I'm starting to see in my testing, though, is that the people from those broader audiences who DO end up converting on this new headline on MUCH better matched to my narrative and more emotionally receptive to my funnel than I've previously seen from those same audiences when I was using my old headline.

So I guess what I'm wondering is, does presentation via the headline call out the fan avatar from an otherwise-broad audience as the algorithm narrows down the tier that will convert? That certainly feels like what I'm starting to see.