Once again, “cashcow” has pulled out a big win, this time for BoostCTR client CafePress.
Just compare this week’s winning ad to the original ad and I’ll bet you’ll quickly be able to tell why it won by a massive 104%.
At first glance, much of the new ad is the same as the old ad. The headline is essentially the same, and the third line is identical.
I do think the hyphen in the phrase “Anti-Twilight” brings some clarity to the ad. But the real reason the new ad won by such a large margin was…
Better Word Choice!
The word “lame” is good. Certainly, some people will identify with this description of all things Twilight.
But “lame” is not nearly as powerful as the one-two punch of “sick” followed by “disgust.” These words really hit on the hot buttons of people who hate Twilight.
And it’s only the people who hate Twilight who will buy t-shirts and gear to publicly broadcast their opinion.
Whenever possible, aim your ads at the burning hot core of your market. And use emotional “trigger words” that they’ll identify with and act upon.
In the mean time, if you’re not a BoostCTR client yet, you should be…
About the Author: Ryan Healy is direct response copywriter and BoostCTR’s Director of Writer Development. Since 2002, he has worked with scores of clients, including Alex Mandossian, Terry Dean, and Pulte Homes. He also writes a popular blog about copywriting, advertising, and business growth.