🙂

These are improving. Only thing I would say is that sometimes I just didn't know how what things like "Hank Fletcher will transport you to a drunken night at a dive bar in the mid 90’s" sounds like. Remember how I keep saying that the words have literal meanings and those are important. If you think that people are walking around craving the sounds and feelings of a "drunken night at a dive bar in the mid 90’s" then go with it. But that seems unlikely to me. I do get what you are going for, but I don't think it's quite universal or literal enough. But some of them are worth testing.

You also want to be careful not to just make your music sound dated. The references to the 90s work when they are combined with something new and fresh, in my opinion.

Having said all that, I think you really need to get out there and test. Run a dynamic creative campaign and just look for cheap clicks at this stage. Don't even worry about how the squeeze page converts just yet. Try 5 different angles with your ad text and see what rises to the top. The data will inform you much more than my guesses will.

Hope that helps.

Hey Jean,

I'll be honest, I'm a little concerned that you are still not confident creating a squeeze page all these months and discussions into the process. 

It really is a testing process. 

As I've mentioned earlier, I would take your best stab at a headline and run a test campaign for traffic, using dynamic creative to test 5 different ad copy sets. Whichever one does best gives you an indicator of the theme that you target audience is responding to. You can then take that language and modify it slightly to be your squeeze page headline. the data can literally guide someone with no feel for this whatsoever.

Then you run another round of dynamic creative ads trying to beat your best performer. Once you do, you can modify your squeeze page again.

There is really no other way. You ether have the instincts or you test. Both paths can lead to winning copy.

I like 15 - 18 best. Any of those can work as ad copy or headlines. i also think my suggestions can work as well. You just make slight tweaks so that one reads like a Facebook Post and one reads like the heading of a squeeze page. Often those differences are very minimal. 

Jean Morrison said

John said: As I’ve mentioned earlier, I would take your best stab at a headline and run a test campaign for traffic, using dynamic creative to test 5 different ad copy sets. Whichever one does best gives you an indicator of the theme that you target audience is responding to. You can then take that language and modify it slightly to be your squeeze page headline. the data can literally guide someone with no feel for this whatsoever.

I get that but I thought you can only change your squeeze page headline after at least 5 days of testing, or did I misunderstand what you said. So I was looking for your opinion on what you think would be the best squeeze page headline for the first 5 days of testing from the options I sent you?

You can change a headline anytime you want. I'm trying to say that my guesses are only so valuable. And since we've been discussing it for so long, you are better off jumping in and testing. Your wining ad copy will tell you what headlines are likely to work best as it is very common for ad headlines and squeeze page headlines to be extremely similar.

If you want me to pick one I would go with 17. But I am not saying that will do best. I have gone over my approach in MMM. I come up with my USP and then alter that into a fan facing bold claim or promise that reads well as a headline. Then I test. I take cues from the results of my actual campaigns.

 

John said: I like 15 – 18 best. Any of those can work as ad copy or headlines. i also think my suggestions can work as well. You just make slight tweaks so that one reads like a Facebook Post and one reads like the heading of a squeeze page. Often those differences are very minimal.

When you say 'my suggestions can work as well', are you referring to these?

1. Hank Fletcher’s music has been described as having “Convincing Clarity” by The Citizen. Click to listen to music from his unreleased debut album.
2. Hank Fletcher’s music marries the sounds and feelings of mid nineties grunge with modern sensibilities and themes
3. If you miss the raw, emotional sounds of mid-nineties rock music, then Hank Fletcher is a must have for your collection  

Yes. I like 3 the best of those.

Jean Morrison said

Jean said: I get that but I thought you can only change your squeeze page headline after at least 5 days of testing, or did I misunderstand what you said. So I was looking for your opinion on what you think would be the best squeeze page headline for the first 5 days of testing from the options I sent you?

John said: You can change a headline anytime you want. I’m trying to say that my guesses are only so valuable. And since we’ve been discussing it for so long, you are better off jumping in and testing. Your wining ad copy will tell you what headlines are likely to work best as it is very common for ad headlines and squeeze page headlines to be extremely similar.

If you want me to pick one I would go with 17. But I am not saying that will do best. I have gone over my approach in MMM. I come up with my USP and then alter that into a fan facing bold claim or promise that reads well as a headline. Then I test. I take cues from the results of my actual campaigns.

Okay so if the squeeze page isn't converting even after the first day, I can then go in and change the SP headline to the current winning ad copy (with a slight variation of course) and keep doing this every day until conversions are high. I guess what you were saying before was not to change any elements of the ad, like the landing page, objective etc in the middle of the campaign.

 

I don't know if I would necessarily do it every day, but you theoretically could, yes. What is most important is that you wait until you have enough visitors to be confident that there is some degree of statistical significance. I feel that this is around 100. However, there are times where you just know something is off and you can change it sooner. However, for example, 12 visitors is just not enough. You wouldn't have enough data to be confident n your changes. And you're correct, you don't really want to usually ever make changes to a live ad. There are exceptions to that rule but for now lets just keep it simple and stick with that.

Jean said: When you say ‘my suggestions can work as well’, are you referring to these?

1. Hank Fletcher’s music has been described as having “Convincing Clarity” by The Citizen. Click to listen to music from his unreleased debut album.
2. Hank Fletcher’s music marries the sounds and feelings of mid nineties grunge with modern sensibilities and themes
3. If you miss the raw, emotional sounds of mid-nineties rock music, then Hank Fletcher is a must have for your collection  

John said: Yes. I like 3 the best of those.

Great thank you.  

Good luck 🙂

\m/

I haven't suggested either strategy as options right out of the gate.

What I have suggested is that when getting started you create three ad sets, each one targeting a different (single) target audience. In the ads you use dynamic creative to test 4 or 5 different creative assets for each item. When creating your second and third ad set you should duplicate the ad sets, only changing the targeting on each one. That way, the dynamic creative ads are identical on each. You run everything for 3 or 4 days or until you get a decent number of subscribers.

Then, you run a report and see which creative elements and which targeting options worked best, and you create a new campaign (pausing the old one) and you target your best performing audience with a new ad which uses only the best performing creative elements and targeting options (you do not use dynamic creative for this).

If you are happy with the prices you get you can duplicate the ad set and start testing new audiences, or wait until that ad set runs it's course and then start running it to new audiences. If the prices are too expensive, then you can go back to square one and try testing new dynamic creative elements against your best performers. Then rinse and repeat.

Cheers.