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Over-persona-fication could be strangling your advertising efficacy.
Demographic info dominates modern customer avatars, and I think that's a mistake.
Let's look at the most obvious example:
When men are going through a mid life crisis, what do they buy?
Convertible sports ling sports cars, and you dive deep into the demographic info of your customer, your ad will end up featuring a 55-year old, silver fox looking guy, stepping out of a corvette with a girl who's inappropriately younger than him.
And that ad will work for 55 year old guys who are going through a mid life crisis.
But it'll fall flat to any guy younger.
But there's plenty of 30 year old guys who have similar feelings to that 55 year old. They might be feeling like they've wasted a chunk of their life, they might feel like they've worked hard and have earned some symbol of success but they don't have it yet, they might have achieved the success but it hasn't satisfied them, they might be transitioning into a new chapter of life and a new identity that they're not super confident about (Ask me how I know any of this btw lol)
So why would you only market to the AGE of the common mid life crisis, and risk alienating any guy younger? Instead, market to the feeling, the desired identity, and the struggle.
If you write an ad that markets to those feelings, it'll work on guys who feel that way whether they're 28 or 68.
Great messaging and great copywriting can expand your TAM by speaking more specifically to your customers' pain points, emotions, and desires EVEN WHEN those customers fall outside your traditional avatar.
Read that again^, and ask yourself honestly, is anything in your marketing funnel able to speak to multiple demographic cohorts of your TAM? Or is it limited to the specific gender, age, and other demographic info that you've injected into it?
Mediocre marketing can only stick to the exact age, gender, and current identity outlined in a weak customer avatar.
From The Writers Room,
Cheers
--
Nate Lagos
Chief Messaging Officer
Bottoms Up Copywriting
Demographic info dominates modern customer avatars, and I think that's a mistake.
Let's look at the most obvious example:
When men are going through a mid life crisis, what do they buy?
Convertible sports ling sports cars, and you dive deep into the demographic info of your customer, your ad will end up featuring a 55-year old, silver fox looking guy, stepping out of a corvette with a girl who's inappropriately younger than him.
And that ad will work for 55 year old guys who are going through a mid life crisis.
But it'll fall flat to any guy younger.
But there's plenty of 30 year old guys who have similar feelings to that 55 year old. They might be feeling like they've wasted a chunk of their life, they might feel like they've worked hard and have earned some symbol of success but they don't have it yet, they might have achieved the success but it hasn't satisfied them, they might be transitioning into a new chapter of life and a new identity that they're not super confident about (Ask me how I know any of this btw lol)
So why would you only market to the AGE of the common mid life crisis, and risk alienating any guy younger? Instead, market to the feeling, the desired identity, and the struggle.
If you write an ad that markets to those feelings, it'll work on guys who feel that way whether they're 28 or 68.
Great messaging and great copywriting can expand your TAM by speaking more specifically to your customers' pain points, emotions, and desires EVEN WHEN those customers fall outside your traditional avatar.
Read that again^, and ask yourself honestly, is anything in your marketing funnel able to speak to multiple demographic cohorts of your TAM? Or is it limited to the specific gender, age, and other demographic info that you've injected into it?
Mediocre marketing can only stick to the exact age, gender, and current identity outlined in a weak customer avatar.
From The Writers Room,
Cheers
--
Nate Lagos
Chief Messaging Officer
Bottoms Up Copywriting
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Christmas lights are already up at Lagos Enterprises HQ, so you can start your BFCM sales now
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40 minute break from writing banger landing page copy to talk shop with the cowboys
Come hangout in the ecom stables x.com/i/broadcasts/2…
Come hangout in the ecom stables x.com/i/broadcasts/2…
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Bumping this back to the top of your feed because I tweeted it at midnight last night
5 things you need to know before you Christmas-ify your top performing content to fit the vibe of the season:
1. Know why your customers celebrate the season. If your customers are predominantly Christians, they don't just want to hear about santa claus and gingerbread cookies, Christmas means a lot more to them than that.
If they're not majority Christians, they don't wanna hear about Jesus too much. Do with that info what you will. You could decide to make it more about family, childhood Christmas memories, and the cliche moments throughout the season.
2. Change every adjective & phrase into the Christmas alternative where possible & where it makes sense.
"Fresh" might become "Cozy"
"Paradise" might become "Winter Wonderland"
Scan your site & make changes while sipping hot chocolate with mini marshmallows in it.
3. Change the scenes of your marketing funnels.
This should be done through visuals and the written word. If every ad doesn't bring the image to life of a decorated christmas tree next to a roaring fireplace in a cozy cabin while snow falls outside... you're blowing it.
Change colors, background images, product photography, website photography, adjectives, UGC settings, etc... Everything needs to feel like it was shot on December 24th.
4. Don't sacrifice clarity in the name of Christmas. People still need to hear WHY they should buy your product loud and clear. Persuade them clearly, then make it feel like Christmas.
5. Hammer all these things EARLY.... While your customers still have halloween & thanksgiving decorations up. Your brand should be their first & most frequent reminder that Christmas is right around the corner. Think about it like Christmas foreplay... You need to warm them up & prime them to take advantage of your holiday offer.
Merry Christmas & Happy Copywriting
--
Midnight Nathaniel
Chief Christmas Officer
Bottoms Up Copywriting
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5 things you need to know before you Christmas-ify your top performing content to fit the vibe of the season:
1. Know why your customers celebrate the season. If your customers are predominantly Christians, they don't just want to hear about santa claus and gingerbread cookies, Christmas means a lot more to them than that.
If they're not majority Christians, they don't wanna hear about Jesus too much. Do with that info what you will. You could decide to make it more about family, childhood Christmas memories, and the cliche moments throughout the season.
2. Change every adjective & phrase into the Christmas alternative where possible & where it makes sense.
"Fresh" might become "Cozy"
"Paradise" might become "Winter Wonderland"
Scan your site & make changes while sipping hot chocolate with mini marshmallows in it.
3. Change the scenes of your marketing funnels.
This should be done through visuals and the written word. If every ad doesn't bring the image to life of a decorated christmas tree next to a roaring fireplace in a cozy cabin while snow falls outside... you're blowing it.
Change colors, background images, product photography, website photography, adjectives, UGC settings, etc... Everything needs to feel like it was shot on December 24th.
4. Don't sacrifice clarity in the name of Christmas. People still need to hear WHY they should buy your product loud and clear. Persuade them clearly, then make it feel like Christmas.
5. Hammer all these things EARLY.... While your customers still have halloween & thanksgiving decorations up. Your brand should be their first & most frequent reminder that Christmas is right around the corner. Think about it like Christmas foreplay... You need to warm them up & prime them to take advantage of your holiday offer.
Merry Christmas & Happy Copywriting
--
Midnight Nathaniel
Chief Christmas Officer
Bottoms Up Copywriting
1. Know why your customers celebrate the season. If your customers are predominantly Christians, they don't just want to hear about santa claus and gingerbread cookies, Christmas means a lot more to them than that.
If they're not majority Christians, they don't wanna hear about Jesus too much. Do with that info what you will. You could decide to make it more about family, childhood Christmas memories, and the cliche moments throughout the season.
2. Change every adjective & phrase into the Christmas alternative where possible & where it makes sense.
"Fresh" might become "Cozy"
"Paradise" might become "Winter Wonderland"
Scan your site & make changes while sipping hot chocolate with mini marshmallows in it.
3. Change the scenes of your marketing funnels.
This should be done through visuals and the written word. If every ad doesn't bring the image to life of a decorated christmas tree next to a roaring fireplace in a cozy cabin while snow falls outside... you're blowing it.
Change colors, background images, product photography, website photography, adjectives, UGC settings, etc... Everything needs to feel like it was shot on December 24th.
4. Don't sacrifice clarity in the name of Christmas. People still need to hear WHY they should buy your product loud and clear. Persuade them clearly, then make it feel like Christmas.
5. Hammer all these things EARLY.... While your customers still have halloween & thanksgiving decorations up. Your brand should be their first & most frequent reminder that Christmas is right around the corner. Think about it like Christmas foreplay... You need to warm them up & prime them to take advantage of your holiday offer.
Merry Christmas & Happy Copywriting
--
Midnight Nathaniel
Chief Christmas Officer
Bottoms Up Copywriting
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I’ll tell the story one day but all you need to know is that Texas has gone soft and hates the second amendment
Still a great time tho G🫡🔏
Still a great time tho G🫡🔏
Got to hang with this savage this past weekend.
Might have some interesting things to announce soonish.
Also i have such a great story that has to stay in the drafts about @natelagos but just know he is he you thought he is 😆.
Love you Nate!
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Client designed a brand new PDP
I wrote brand new copy
Big win📈
I’m becoming increasingly bullish on writing brand new pages with no split testing, no iterations, no inspiration.
Just think about who this page is for, what they care about, and what they want from your th a blank google doc, and write.
Huge win right away, and now we can start split testing and dialing it in, but it’s starting to feel easy to get a big win just building something from scratch.
🔏📈💰
I wrote brand new copy
Big win📈
I’m becoming increasingly bullish on writing brand new pages with no split testing, no iterations, no inspiration.
Just think about who this page is for, what they care about, and what they want from your th a blank google doc, and write.
Huge win right away, and now we can start split testing and dialing it in, but it’s starting to feel easy to get a big win just building something from scratch.
🔏📈💰
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This headline nearly doubled conversion rate, but I can’t take full credit for it:
“Finally, a [normal everyday item] that feels [premium & luxurious]”
I can only write that because the experience of the product lives up to the expectations set by this PDP headline.
It’s only becafounders that I can write headlines, truthfully, that describe a mundane everyday item something that truly is a pleasure to use.
So shoutout to the founders who are less focused on marketing tactics and more obsessive over every detail of delivering a great product to their customers.
You’re still the heroes of our industry.
Cheers to you
--
Nate Lagos
Chief Messaging Officer
Bottoms Up Copywriting
“Finally, a [normal everyday item] that feels [premium & luxurious]”
I can only write that because the experience of the product lives up to the expectations set by this PDP headline.
It’s only becafounders that I can write headlines, truthfully, that describe a mundane everyday item something that truly is a pleasure to use.
So shoutout to the founders who are less focused on marketing tactics and more obsessive over every detail of delivering a great product to their customers.
You’re still the heroes of our industry.
Cheers to you
--
Nate Lagos
Chief Messaging Officer
Bottoms Up Copywriting
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Saturday night, I’m in an uber headed to a party hosted by Jack Daniel’s (obviously)
Here’s the first thing I’m thinking about:
How, when, and where are the most impactful places to apply strong copywriting in a marketing funnel to maximize my value to my clients?
Some clients are having huge success just from me overhauling copy on their highest traffic site pages.
Some see incremental gains from me writing brand new LPs - listicles, advertorials, sales pages.
Some see the strongest results from me writing static ad headlines.
Another just had me write new copy for their welcome flow and churn flow.
I don’t have a process 100% dialed in that can be applied to all brands, each needs something a little different. But it’s fun seeing all different ways strong writing can serve as the foundation for ecom success.
Here’s the next thing I’m thinking about:
What should I order as my first drink at this party?
I already had a few cocktails at dinner, so I’m just trying to keep the vibes alive. I might rip a Jack and Coke first to give the body a little sugar & caffeine to keep me going. Then maybe switch to Rye Old Fashioneds to sip on for a few hours.
I’ll report back later.
Cheers
-
Whiskey Nate
Chief Deadlift Officer
Bottoms Up Copywriting
Here’s the first thing I’m thinking about:
How, when, and where are the most impactful places to apply strong copywriting in a marketing funnel to maximize my value to my clients?
Some clients are having huge success just from me overhauling copy on their highest traffic site pages.
Some see incremental gains from me writing brand new LPs - listicles, advertorials, sales pages.
Some see the strongest results from me writing static ad headlines.
Another just had me write new copy for their welcome flow and churn flow.
I don’t have a process 100% dialed in that can be applied to all brands, each needs something a little different. But it’s fun seeing all different ways strong writing can serve as the foundation for ecom success.
Here’s the next thing I’m thinking about:
What should I order as my first drink at this party?
I already had a few cocktails at dinner, so I’m just trying to keep the vibes alive. I might rip a Jack and Coke first to give the body a little sugar & caffeine to keep me going. Then maybe switch to Rye Old Fashioneds to sip on for a few hours.
I’ll report back later.
Cheers
-
Whiskey Nate
Chief Deadlift Officer
Bottoms Up Copywriting
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Your freelance copywriter could never
Thanks to @deancbrennan & the heart and soil team for hosting. Productive creative strategy meeting, then fun deadlift max session (in jeans and cowboy boots btw)
Your turn @TheSteLane
Your freelance copywriter could never
Thanks to @deancbrennan & the heart and soil team for hosting. Productive creative strategy meeting, then fun deadlift max session (in jeans and cowboy boots btw)
Your turn @TheSteLane
Over / under on @natelagos topping 450 lb deadlift?
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Btw @couuor is it just me or is the mullet starting to just take a baby step back out into the world?
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Criminally slept on tweet imo.
Trying again to get you to write more persuasive copy 👇
Trying again to get you to write more persuasive copy 👇
Alright I’ll give away the sauce on this one
Everyone is nostalgic. Everyone looks at the past through rose colored glasses.
Most people are pessimistic about the present.
So, you should be writing copy that makes people feel like your product can make life as good as it used to be.
“Reclaim your confidence”
“Restore your health”
“Rebuild your body”
“Your peak performing days don’t have to stay behind you…”
Saying “reclaim” on this headline test literally beat saying “get 7 free [GWPs]”
Nostalgia is a powerful weapon
Wield it wisely
Cheers
--
Bourbon Nathaniel
Chief Messaging Officer
Bottoms Up Copywriting
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Nate Lagos📝📈 retweeted
Copy, Creators, Feeds, Campaign Diversity.
Want to win ads in the next 12 months do the 4 above things.
So this means @Marpipe_HQ + @danpantelo is needed.
And @natelagos is needed.
Want to win ads in the next 12 months do the 4 above things.
So this means @Marpipe_HQ + @danpantelo is needed.
And @natelagos is needed.
Some interesting takeaways from Meta's lastest earnings call:
Price per ad rose 14% while impressions rose only 10%, so auctions are getting more competitive faster than inventory is growing. - While Meta is suggesting this is a good thing, I actually believe this is part of the problem. Meta has become SO good at hitting middle and bottom of funnel (in-market segments). This is a BIG reason why you see these sudden CPA spikes. Meta just runs out of steam.
So what do you do? Honestly it's running more reach and frequency campaigns. Every brand in which I have them on has stable performance. 5-10% max ft your top creatives ran in custom placements (no audience network etc) and using a custom audience.
It works. But don't think you'll see it impact you for at least 4-6 weeks. It takes. time. TRUST it and just let it run.
Test longer, descriptive copy. - Meta gave a reference to a syrup brand that massively improved performance because their ad copy was rich, descriptive. In theory, it makes sense right? The LLMs LOVE when you're descriptive and Meta is no different.
I'd 100% be testing longer form ad copy if you haven't already. Almost all the brands I manage have 4-5 paragraph versions of ad copy as a dynamic copy paired with a short version. These same to hold stable performance.
CREATORS!!! Partnership Ads grew 97% year over year to a $15B+ annual run rate. - If you haven't invested in partnership ads yet, and you're going into BFCM without a plan for them, start NOW. Every brand I work with that saw massive growth this year is heavily invested in creators. If you're not doing it, you are paying higher prices.
Lastly, this one is one I see Meta talking about a TON but very few mention here. They even talked aobut it last night again via Muse. Product feed and catalog quality become a competitive advantage. With agentic shopping slowly increasing advertisers absolutely need to make their product feeds better. This means video, more imagery, more enriched copy etc.
For years we just slapped Flexify up or just used the basic catalog from Shopify. The brands enriching the data I have to imagine will slowly become better as agentic stuff takes off.
Ok, that's my two cents. Back to waiting for my sports card in the mail.
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Alright I’ll give away the sauce on this one
Everyone is nostalgic. Everyone looks at the past through rose colored glasses.
Most people are pessimistic about the present.
So, you should be writing copy that makes people feel like your product can make life as good as it used to be.
“Reclaim your confidence”
“Restore your health”
“Rebuild your body”
“Your peak performing days don’t have to stay behind you…”
Saying “reclaim” on this headline test literally beat saying “get 7 free [GWPs]”
Nostalgia is a powerful weapon
Wield it wisely
Cheers
--
Bourbon Nathaniel
Chief Messaging Officer
Bottoms Up Copywriting
Everyone is nostalgic. Everyone looks at the past through rose colored glasses.
Most people are pessimistic about the present.
So, you should be writing copy that makes people feel like your product can make life as good as it used to be.
“Reclaim your confidence”
“Restore your health”
“Rebuild your body”
“Your peak performing days don’t have to stay behind you…”
Saying “reclaim” on this headline test literally beat saying “get 7 free [GWPs]”
Nostalgia is a powerful weapon
Wield it wisely
Cheers
--
Bourbon Nathaniel
Chief Messaging Officer
Bottoms Up Copywriting
Friday night let’s check in on some active headline split tests👇
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Little marriage advice
You should be asking the question “what can we do to make our marriage better?”
Not “can I do better?”
Obviously
You should be asking the question “what can we do to make our marriage better?”
Not “can I do better?”
Obviously
"Call Her Daddy" host Alex Cooper & actress Sophia Bush: if a woman is questioning whether she can do better than her current husband, "the answer is always yes."
"This idea that it's too late or you're too old, or who are you to want more, that's patriarchy. That is crazy."
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Who’s got good history pods? Just finished a great one about genghis khan, but I’ve got a long drive coming up and I need more
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Mhmm nevermind im not gunna do this. I think I have a better way to help more brands crush gift-giving messaging…
Announcement next week
Announcement next week
November is approaching... my client roster is full but many more brands asking for help in how to dial in gift giving messaging on ads & landing pages in preparation for BFCM...
Should I run back Bottoms Up Copywriting Camp? 4 weeks of meetings, homework, copy review & direction from me? Then you go execute and crush Q4...
Maybe...
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November is approaching... my client roster is full but many more brands asking for help in how to dial in gift giving messaging on ads & landing pages in preparation for BFCM...
Should I run back Bottoms Up Copywriting Camp? 4 weeks of meetings, homework, copy review & direction from me? Then you go execute and crush Q4...
Maybe...
Should I run back Bottoms Up Copywriting Camp? 4 weeks of meetings, homework, copy review & direction from me? Then you go execute and crush Q4...
Maybe...
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