Angles that teach
You win attention by giving attention. The right angle acknowledges the reader’s reality, names what’s costly, and offers a calmer replacement. Write three variants that differ in premise, not punctuation. Then kill the two that underperform within 72 hours.
- “Stop doing X; here’s a calmer model.” Link to the belief‑shift chapter; excerpt two paragraphs on the page.
- “The objections chapter that saves meetings.” Promise fewer stalls; preview one objection you resolve.
- “A one‑hour interview became a 200‑page book—how.” Teach the capture method; invite the download.
Audiences that reward clarity
Target people who already care about the underlying problem. Lookalikes on “finished a chapter,” not just “visited the site.” Warm retargeting to pricing and features viewers. Allow‑list trusted partners so your ads ride on their credibility, not just your budget.
Creative that does less—and converts more
Use a static image of the book, one clean headline, and plenty of whitespace. If the idea doesn’t stand alone in text, the picture won’t save it. Avoid carousels unless each frame is a complete thought that could run as a standalone ad.
What to watch each week
Open your dashboard and ignore most numbers. Stare at three: cost per reply, first‑chapter completion, objections‑chapter completion. Turn off ad sets that fill the list but starve the inbox. Scale only when replies stay steady as spend rises.
Field notes
In enterprise accounts, the objections angle consistently wins. Buyers want to see you handle risk calmly. In consumer and SMB, belief‑shift leads—teach a new model that makes sense on first read. Across segments, the ad that sounds like your book performs best. Voice consistency is conversion consistency.
When in doubt, rewrite your ad in your reader’s words. Literally. Copy phrases from support tickets, pre‑sales emails, and recorded calls. Halbert taught “enter the conversation in their head.” Ogilvy would say “the consumer isn’t a moron; she is your wife.” Treat your reader with that level of respect and they will give you what you want most: time.
Finally, decide the small next step before you write. If you want replies, ask one generous question on the landing page. If you want a short call, describe the agenda and the time. If you want a download, promise precisely what the book delivers and keep that promise within the first five pages. Clarity closes.
QA checklist before scaling spend
- Ad headline = LP headline (identical words).
- Proof within first scroll; matches the promise.
- Chapter excerpt readable on mobile without pinching.
- CTA microcopy describes value, not mechanics.
Budget guardrails
Cap spend until you get stable replies per 100 downloads. If CPL drops but replies don’t budge, shut that ad set off. Cheap clicks that don’t reply are expensive.