We've spent millions of dollars running ads for brands like Perfect Keto, Tovala, Imperfect Produce.

THREAD: 8 ad types that increase click-through
Customer Facial Expressions

Create user-generated videos to show reactions from using your product:

• Dramatic faces are attention magnets—people click because they can't help but want to see what provoked it

• Naturally demonstrates your products' "Moment of Wow"
You vs. Competition

Compare yourself against your competitor:

• 81% of consumers will research alternatives before buying. Test retargeting ads that compare your strongest value props to your competition

• Make customers feel savvy for choosing you over a competitor
Customer Testimonial Screenshots

Turn public shoutouts into ad creative:

• Content that looks native to the platform won't immediately be recognized as an ad

• Screenshots in your ads give it built-in social proof and validates that others have bought from you
Lifestyle Demonstration

Scenes from the lifestyle your product fits into:

• People will click because your ad is the quickest path to the lifestyle they desire

• Lean into a single desire: health, wealth, beauty, acceptance, status
User Generated Unboxing

Build anticipation with unboxing videos:

• Excitement is contagious—cut your video to highlight the most exciting moments to get more clicks
Tutorials

Draw attention to the problem you solve:

• Some of your target audience won't be aware they have a problem that needs solving.

• Show your product, but make HOW TO SOLVE the problem the focus of the ad
User Generated Product Walkthrough

Show your product in its natural habitat:

• Homemade, selfie style videos are more likely to be watched because they don't immediately look like an ad

• Add subtitles and a hook across the top to get your point across without sound
Address Objections & FAQs

Turn questions into ads:

• Ads that answer your most common questions will help eliminate objections

Ex. "What if I don't like the taste?" → 30 day money back guarantee

"How's the quality?" → Built to be the last razor you ever buy
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More from @GrowthTactics

25 May
We've written 1000's of cold emails.

THREAD: How to email someone and get a response.
Take a look at these elements in practice.

Below is cold email perfection.

Its goal: Sell an email tool
Let's go line by line.
Read 12 tweets
20 May
We've created email campaigns that have generated millions of dollars.

THREAD: a list of our favorite tactics in action 👇
Tip:
Use short sentences & bullet points

Explanation:
Make your emails easy to skim.
Provide the most important points—link out to in-depth resources.

Example:
@whereby
Tip:
Answer "what's in it for me?"

Explanation:
Make the value of reading your email very obvious. Encourage opens by piquing curiosity about what's inside.

Example:
@literati
Read 13 tweets
7 May
THREAD: 7 tactics to grow your newsletter 👇

Ours has 40k subs with a 50% open rate.

Here's how:
People reflexively ignore welcome emails after signup.

But, if people open your welcome emails, they're more likely to consistently open your newsletters.

Try this:

• Delay welcome email by 45min to bypass this reflex
• Send the email from a person—not the business Image
When pitching your newsletter on your site:

• Show a sample issue on the page. Prove that your content is high quality.

• Give them control over how often they get emailed. Some want weekly, but others want monthly. High volume can burn you and your readers out. Image
Read 12 tweets
16 Apr
We have 30,000 marketers in our community.

THREAD: 9 growth tactics they continuously recommend.

(On emails, ads, copywriting, TikTok, and more)
1) With referrals, most users don't care about earning a bit of cash.

Instead, try rewarding users with more access to the CORE PRODUCT.

E.g. When you invite someone to Dropbox, you're rewarded w/ extra storage. Storage is what people signed up for—give them more of it 👇
1b) If you can't reward with more access to your core product, then the cash reward must be significant:

• Physical goods: Offer the product for free once someone refers 5 other customers.
• Subscription services: Offer the service for free for ~ 3 months. Not just one month.
Read 17 tweets
7 Apr
I run a group of 700+ VCs and angel investors.

How to pitch them:
First, context:

• These are not ironclad rules.
• Not every great startup has the same journey. Breakouts are often outliers.
• This is not *at all* an exhaustive list of how to pitch a startup.

These are select *reminders* that the group's investors wanted to highlight.
On a call, you don’t need a strong opening hook—although it helps.

What's important is opening with a clear, concise explanation of:

• What you do
• Why it’s likely to be successful
• Why now's the time to do it
• Who you are

Do not bury these details in a long backstory.
Read 16 tweets
6 Apr
Social proof can double your website conversion.

THREAD: How to get social proof that grows your startup.
The psychology:

When people are uncertain, they look to others for behavioral guidance.

Smart marketers figure out the uncertainties of their customers and then add social proof at the right time and place.
When quality social proof reduces uncertainty, you're likely to see strong conversion lifts—we've seen up to 400% improvement.
Read 21 tweets

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