as we scale the offer system does need to get more complex right if you're spending more you need more offer styles to use and also ways to fill the the customer [Music] Journey well hello and welcome to another of the e-commerce Evolution podcast I'm your host Brett Curry CEO of OMG Commerce and today we're talking with the one the only the world famous Molly Pitman and I always if I ever want to know what's working now finger on the pulse what's working on meta what's working in terms of offers what's working in terms of creatives I go to my friend Molly Pitman we go way way back back to the TNC days now we collabor a lot as she's the CEO of smart marketer and managing partner of smart marketer agency and so with that Molly Pitman welcome to the show and how's it going Bret Curry one of my favorite people to talk to I feel like you and I have found ourselves in frequent conversations recently of like hey is this happening for you yeah it's happening for me it's like that that validation and support is so totally for entrepreneurs so thanks for being a good friend yes sometimes you know sometimes we're sharing ideas sometimes we're just kind of like the what the hell like and and are you are you experiencing this I'm experiencing this and and so the agency life is a wild one and so we get to to share that uh and yeah it's a great it's a great I call it business therapy business therapy yes glad we can be therapy buddies on this U agency Journey you need it yeah without a doubt without a doubt so walk people through those that don't know and I I think most people probably do but what do you guys do with smart marketer what do you do with smart marketer agency and kind of give us the latest and greatest yeah good question so we really have two sides to the smart marketer business one is the media side that's been around 12 plus years now and that is purely there for education so courses which Brett Curry is a faculty member uh and part of Brett teaches a few of our courses mentorships masterminds any way that we can support business owners and marketers in their effort of growth and staying up to date on their skill sets that is really the media side of smart marketer and then of course we have the agency side which is the done for you so that's where we offer services like email and monetization creative uh paid advertising really in efforts to also help grow businesses but usually at a different size yeah I love both sides of of your business uh on the agency side obviously we share a lot of clients you guys growing on the The Meta side and OMG helping on the the Google and YouTube side and it's a great partnership there really good teamwork love that I wish more of our clients use Smart marketer agency and then yeah on the the training side of the media side uh listen like that's how we train new people that come to OMG we send them through the courses that we created uh as part of smart marketer but also your other courses are fantastic so you've got an in-house team or you've got an agency like utilize those resources to get someone up to speed and it's all performance driven proven stuff it's it's just it's just great training great training so thank you yeah it's really one business and it's just living by what we do which is do it know what works and then teach it so both sides of the business really feed one another in a great way so cool all right well I want to dive into a few things I want to talk about offers and kind of what you're seeing in terms of offers because I think that's often an overlooked part of marketing oddly enough is not trying to dial in the right offer uh I want to also dive into creatives because I know you guys just did a huge study on $600 million in Facebook ad spend on what creatives are working and why and things like that so we're going to break that down and then if we have time I also want to get into kind of your perspective on on landing pages and how do we optimize that experience once someone gets on uh our site and so let's start with offers though what what are you seeing working now or maybe let's back up a step what are the mistakes you see e-commerce Brands making when it comes to crafting compelling offers good question well the first mistake I see almost everyone making whether you identify as Ecommerce more of an infom media Consulting coaching business SAS local doesn't matter the big shift that we are seeing the businesses that we are really watching Succeed In This Moment going into 2025 one of the most interesting Parts Brett Curry is that none of them really identify any longer as a certain business type and this really relates to the offers we're going somewhere here right so take smart marketer for example are we an agency are we a media publishing company or both right we serve a group of people in multiple ways which allows us to acquire customers at break even and allows us to monetize and grow right which is the goal of any business or you take a client that comes to us they're selling supplements they're like I'm an e-commerce business and we are able to help them think bigger picture and put things like more information or media style offers on the front end of their business that is is the secret sauce nowadays guys and I'm not just saying Ecom and info I mean this can be local and services this can be info and services this can be Ecom and info any way you mix it the businesses that are really growing are not just staying in the lane of who they think they are right what are other physical product companies doing for example so with the offers what are people doing wrong they're they're just not thinking out of the box they're staying in their Lane and so they're not able to grow because there are a few issues with that number one let's say you're selling supplements okay there's only so far you can go there's only so much Market of people that okay my dog has allergies I want your supplement or uh my joints are in pain I want your supplement there's only so much scalability there and there are only so many offer styles that fit the e-commerce Lane you're really going to reach about 60% of what you can do now if you think out of the box right if you really start to think what else could I be doing could I have a free plus shipping book could I do webinars free classes okay now you have not only a self-liquidating offer right where any money you make on supplements or your physical products is just free money as we like to say you also have so much more scalability in the market because you're able to reach the people that might not immediately have that pain in the moment and you're able to indoctrinate them build a relationship with them and your lifetime value is higher so it really solves almost all of the problems that we're seeing in business right now Rising traffic costs which are affecting affecting customer acquisition Market saturation you know a lot of our clients have just simply reached Market saturation right and things like needing to increase lifetime value so we can have more cash flow in the business so really quick but just a quick example of this a client came on about four months ago selling supplements doing about half a million dollars a month great iida happy ready to scale but the first thing that we did was help him throw a more information style offer onto the front end of the business that's breaking even and now acquiring hundreds customers every single day just got the report back hey guys I'm blown away I'm doing about 800k a month now in just four months and my margins are higher now is the media buying better yes but it was a function of looking at the strategy and the offers in a different way yeah it's so good and and this is why you know I love Alex Orosi and his book $100 million offers if you craft the offer well everything else becomes easier right let's start with media if you've got an offer that's highly converting lots and lots of people are taking you up on this offer the Facebook algorithm YouTube algorithm Google algorithm is going to be able to find more people like those that are converting so it it fuels your media I think it makes the creative easier right when you know I've got this Crystal Clear offer the ad almost writes itself right but when you don't have a clear offer you're just like well we're a supplement and we do these 15 things and it's like I don't know you just wrote an ad that doesn't really speak to anything and what's so cool I just just did an interview with Dean Brennan from heart and soil I don't know if you've heard of heart and soil supplements all animal-based products so it's the the opposite of like you know vegan products but it's all uh grass-fed beef supplements and so they grew from like zero to 50 million in three years primarily because the co-founder doctor wrote a book had a bookfunnel and just built this massive audience and then they launched the company and it was like it was shot out of a rocket and so obviously a lot of people that are listening to this podcast already have a business and maybe you haven't written a book yet or whatever but having like an info offer I think it's something that a lot of people are overlooking and it's it's something that can give you a a competitive moat because your competitors probably aren't and if you build that Community man you got a more profitable business a more scalable business a more sellable business so really really great yeah and really quick BR it's also understanding that the offers that took you to a million probably aren't going to take you to five million probably aren't going to take you to 20 50 things do get more complex and it's just people just really need to understand that right this isn't just about spending more money and being better media buyers that's just icing on the cake right there there is I I mean unless you have a truly novel product that people have not heard of that just knocks your socks off right this is the game to be playing going into 2025 it's so true and you know we're we're both media buyers we we've both done media buying in the past I we run companies now so we're not doing a lot of the the button pushing at the moment but it's what we do right we have teams that are that live and eat and breathe media but here's the thing like there's not a ton of Secret Sauce left in media buying it's mostly following the fundamentals and being EXT extremely disciplined and focused and being being a real Pro being a real pro at media buying uh and then really the way the way the game is one or loss is with offers and creatives and kind of the whole execution of the the puzzle but yeah you're not going to just scale by hey I've got a different account taxonomy on you know or stru structure of campaigns that matters but that's not ultimately going to be what takes you to you know a nine figure business exactly and you know we higher media buyers that think in this way too and for me constantly being up toate on what's working on these platforms that's a no-brainer you know Dennis our director of advertising he's amazing that's what he does all day every day analyzing what's working what's not working constantly updating our Sops that is a no-brainer but that is not going to save your business that is that is probably not going to be the big lever the big lever is the shift in thinking especially around the offers um like we just discussed yeah love it so I've heard you talk about you create offer systems for people or teach them how to create offer systems yeah I know that's part of a larger training not something we can easily summarize necessarily in a couple minutes but but talk us through what is an offer system and how might that help our listeners so your offer system is really understanding so when I say Auer I mean anything that you're asking people to do right whether it's in an email it's in an ad wherever you're talking to them in person in your store what is your offer right are you sending directly to product page is there a webinar are you asking them to get on the phone I mean Brett think about it the type of offer styles that could be out there I mean there's millions of variables there's no way to document them and creativity is key but what I have found is that as we scale the offer system does need to get more complex right if you're you're spending more you need more offer styles to use and also ways to fill the the customer Journey right so someone that's just starting out let's say you're even spending a th000 $5,000 a day on paid traffic that's awesome if you're an e-commerce brand you're probably sending most of that traffic to a product page Bam Bam awesome good for you but you want to get to $50,000 a day and spend that's not going to be the way right you're probably going to have five to 10 top of funnel cold traffic offers that all are built differently and a mistake that I see Brett number one again is people thinking okay I just need five to 10 e-commerce style offers no that's not it right we're mixing in other styles but we are also measuring them differently so the free plus shipping book funnel that you just mentioned we have seen stuff like that work really well for clients but some clients will try it and they'll say oh the Raz is higher when we go direct to product page this doesn't work and I kind of look at them like this like I have not done my job in education land if I hear that because that is not the goal of that auor right the goal of that offer is to go and acquire the part of the market in which you have not been able to reach with the traditional marketing that you have been doing so so it's the understanding that as you scale you need more offers and you need diversification of offers and you have to be measuring these offers in different ways because they're all built for different reasons yeah it's so good and and I think a great comparison or great analogy here is you know I've always loved Google shopping it was actually the first thing in e-commerce that I spoke on stage about was how to optimize your Google shopping ads and what's beautiful about Google shopping is people click on those image based product listing ads and they're likely to buy like I want these Air Jordan shoes it's the right price it's the right style it's the right color I click on it I'm likely to buy but here's the problem with Google shopping it has a ceiling right you can only scale it so far it's limited by the number of people that are searching for your type of product and so uh it's great to start there I think that should be a foundation for any e-commerce brand but if you want to be an 89 you know figure brand or Beyond you got to go beyond Google shopping right so that's where you layer in meta and that's where you layer in YouTube but again to your point the number of people who will see an ad click on that ad and then buy your stuff whether that's a widget or a supplement or a pair of shoes it's limited it's a small number but uh there is maybe a greater portion or a different portion of your audience that will click on your ad and read some content or watch a video or sign up for a webinar or get a free book plus shipping especially if like you're solving a really complex problem for them they're likely motivated to buy a book right especially if it's free plus shipping or whatever and so yeah you to unlock scale to to Really create like this robust growth engine for your brand you've got to have more offers I completely agree yeah and Brett it's also a different conversation that you're starting that's why it allows you for more scale so it's the difference back to my dog example of does your dog have allergies this will help versus hey do you want to be a better dog owner do you want your dog to live longer okay those are two very different conversations which conver conversation do you think has the most volume yeah that's really the point that we're trying to prove so uh yeah this mind this mindset shift if people are not making it they will be left behind like this is the missing right now so we need we need more offers and we need a diversity of offers and then hey once you find a handful of things that work you can scale those to the moon but it's got to be more than just a here's our product here's a coupon code like you're going to need to think uh beyond that so that'll only get you so far again unless your product is so crazy novel but 98% of the people they come to us you know this is a product you've probably seen on the market before and we want those people to be able to win too absolutely so let's let's talk creative now so offer I think that's the foundation if you have clear offers then really the creative becomes easier but there's still tons of ways to go back creative do I use ugc do I do more of a hero Style video am I going high production value or low production value or somewhere in between and so you guys recently did a study I believe of $600 million in Facebook ad spend to see what works what doesn't and you kind of broke it down and so if you could kind of explain how you did this test sure and then let's dig into the findings okay so this is gonna be the short story because you know I could go down a big rabbit hole here um but the way in which we Analyze This is essentially pumping all of this data into one creative report where we essentially had a proprietary formula that allows us to rank creatives as low mid or high performing uh because again not not everything is created equal right how am I supposed to measure it say someone would say okay well why don't you just rank them based off of row as well that's not fair what if it's a book funnel marketing ad top of funnel ad wait or what if it's a bookfunnel where the Raz goal is 0. five because that is the goal of that particular offer right you can't rank them based off of Raz so not to go into too much detail and completely nerd out but essentially a proprietary formula that factors in number one ad spend because we know all accounts that are being pumped into this report are direct response so we're only spending essentially if it's working right and if you're spending more on an ad or a creative it is doing its job that's factored in Raz is factored in also but we're also factoring in other metrics like click to purchase and metrics like unique link click through rate especially for offers that are going to things like lead magnets where there isn't even a purchase being made right so we had to figure out a way how how how do we create equality between all of these so we rank them and then we analyze the top 100 ads and this is over 40 Industries Brad Curry all different business types and the three coolest findings that I think are most applicable here um really gave me data to prove what I think you and I have known for a while um and the first thing especially when looking at meta ads was that 48% of the top ads were actually still images 52% were video cool that shows you and you guys this pertains to email marketing Google YouTube yes we did this analysis on Facebook but guys this is also an analysis of consumer behavior in 20 24 right I believe I know consumers are now seeing 10,000 ads a day they used to see 5,000 ads today still images are amazing because if you can portray a marketing message in one click Quick Glance if you can do that bam someone is hooked in so that was the first cool stat that when one one anything to just kind of kind of piggy back on that for a second is it would be a very accurate statement for someone to say the majority of the time video ads win right and I think when people say that we may hear oh I just got to do video ads in because they win most of the time yeah and that's true but it's like 52% of the time so 48% of the time almost you know 4. 8 out of 10 of the top performing ads are images and you can test faster you can create more of them it's a less taxing on your team gives some diversity to your your your your ad setup and so yeah I think a lot of people have overlooked images right we want to go all video and I love video like I'm I'm a TV guy and an infomercial guy from long ago I love video but don't sleep on images no and it's especially an inventory thing on these platforms so I hate the question which works better video or image that immediately shows me where that person is Right which is okay but it's like do both do both and this stat proved it I was like yes invest in images man take good product Photography use AI to help you you know create some new image ads but yeah don't don't forget image ads there's there's scale to be unlocked there for sure okay awesome awesome finding again Brett the big picture takeaway there is more than meta right it shows you that when video became popular things are actually circling back around now of our attention span and the amount of ads that we see every single day so this pertains very big picture guys yeah it's always one of those things where yeah when something is novel then it really stands out when it no longer is novel then it doesn't just for the sake of being novel so yeah we video used to be rare whenever we'd see them whoa I've got to watch this even if it sucks now videos are everywhere so now a really great arresting image can be fantastic and it kind of sticks out it's kind of like in in the old days like you go to your mailbox it was just full of junk mail now you go to your mailbox and there's not a whole lot there so a little something can can stick quick quick plug for my boys at uh post pilot talking to Michael talking to Michael later today so that's why I thought of direct mail but yeah people have kind of abandon images and so now they're novel again yep and then the second thing that was really cool we wanted to analyze native versus non-native which again is relatable can you define that what do you mean by native versus non-native very big picture so the way we defined it is native ads look like they belong in whatever platform in which they are so like an organic post is what it kind of looks like right they're not overly designed they don't overly feature the product so they look like a post or a video or a tweet or whatever from a friend or family member they look less like a non-native ad which looks like an ad an ad yep and you know ugc has been the Talk of the Town the last six plus years I mean even more than that you know I'm talk about even very basic imagery that is just real right not using stock images using real imagery it makes a big big difference so of the top ads 62% of them were Native and 38% of them were non-native so this also shows you that there is still space 40% of ads that can look like ads and there's nothing wrong with that you just want to balance because different consumers are going to respond to different style ads you know one of the best ads for boom Ezra's makeup brand right now it looks like an ad it's got the product all over it you know it says this Rosie makeup sold out in just 16 hours now it's back for you that is okay but we also want to balance this with the native style ads so really a 6040 split there super interesting did you see any correlation between types of products or Industries where where maybe native favor particular Industries a little more than others or were polished ads favored some Industries versus others or was it okay that that wasn't a clear takeaway so I wanted that to be a takeaway but it wasn't yeah this was across the board this is even piping in local business ads Brett that have multiple locations like this is really every business type there was not a correlation isn't that wild because and the reason is it doesn't matter right this is about the consumer and what they want to interact with they don't care what the business type is so yeah across the board about a 6040 split great and and what are you what are you seeing in any insights on kind of what's working with for those native style ads like what what are you have you any examples com to mind of of brands that do that really well yeah definitely so uh one of our clients neutral the dog supplement company shared client y we shared this we shared this client if you guys go to Facebook ad library right now and type in neutrala you will see so many examples of these and you know the best part of this breed Curry most of the Native ads that are working the media buyer made them in canva in like four minutes yeah isn't that awesome so one that you'll immediately see is you know an up close picture of a dog's dirty teeth and then an up closed picture taken on an iPhone of a dog with clean teeth or a literal picture of a dog who's scared and hiding and then an after of them being energetic so it's just looking real that's it all the way down to Smart marketer we're running ads for a creative class right now and of course our best converting ad creative Brett it is actually a photo with no text overlay even it is a photo that I took with myself and Ben Bennett our director of creative at the restaurant that we own here in town and it works because people stop they're like what is this this looks real looks real yep yep and then all the way up to ugc and the more complicated native styles that are out there but Bic is working better which is is so cool to see and I and I think the real takeaway here Molly is that you need to do both and we said that about the last point but you need to do real native feeling native looking ads but do other stuff as well right this is not about which usually work so let's only do that uh let's do both right let's get into a consistent rhythm of creating and testing content that's where you really unlock new levels of scale but I love that that yeah it's just an image you know of you and a guy at a restaurant and that that was an ad for a creative class which is which is super interesting yeah it's wild and you know Brett what is really cool about this is that success is really becoming more about the quality of your asset production of course offer copy creative everything that makes up these campaigns and the goal again is not to do what works best always the goal is to build assets that suffice and attract as much of the market as possible so that is why diversification is so important and then the third thing oh sorry go ahead well and and we found like looking looking at a YouTube account as an example usually the YouTube accounts that really scale like that unlock unusual amounts of scale uh and and on YouTube it's it's more difficult there are more people that scale on on Facebook than on than on YouTube uh it's accounts that have diversity they have polished hero videos that almost feel like TV production they have ugc content they have mashups of ugc they have high production content thrown in with you know some some iPhone shot ugc mixed into those like you need creative diversity that's where you scale and and I know I know from talking to people like you that's that's the same on meta yeah yeah and then one more quick stat and this one isn't surprising but it's very validating so I analyzed the percentage of ads that had a hook and didn't have a hook and what I mean by this is feature verse benefits which we all know in marketing right and this is still something especially big Brands struggle with right you and I have worked with them the ad is all about the feature of the product so we went in and analyzed and we if if there was a benefit displayed in the creative at all we said it had a hook if it wasn't it didn't have a hook 88% of the ads had a hook 12% didn't the 12% were all retargeting ads right where people had already engaged with the brand so I don't think we have to to you know beat this over the head but if you are not speaking to a transformation if you are not speaking to the TRU true benefit of whatever the offer is it's probably not going to work yeah so good yeah so essentially 100% of the time you you need a good hook or or the only time you don't is if someone is mostly sold and you're just tipping them you're tipping the scales enough and their favor for them to say yes I heard a great analogy recently that I want to repeat here uh that I think maybe unlocks a little bit different view of this uh let's say we're we're selling Hawaii vacations right what you should do is talk about Hawaii and how amazing it is and what it's going to be like when you're there when you're on the beach or when you're in the jungle or driving a Jeep you know on some Trails or whatever what a lot of people want to do is talk about here's what check-in is going to be like at the airport and here's what it's going to be like to be on the plane and the seats are really comfortable you know on your way there nobody wants to talk about that or think about that like you just as you hear that you're like uh I don't want to I don't like that part of travel I don't want to go through TSA and all this stuff but that's what we do when we're talking about features versus benefits right talk about the benefits if you need to throw in some features along the way which you probably do a little bit great but you got to lean into benefits yeah and the biggest reason for that Brett is it makes it sound like an ad you know this amazing Hydro jug here that you pointed out o yeah just hold that up but now I would like for people to guess how many ounces that is I thought that was like five six gallons I wasn't exactly sure but how much water does that actually hold Molly 64 ounces 64 ounces so half a gallon that's a lot of water and I love this water bottle but most people would sell this as the texture and the color and how much water it holds and how it keeps the water cool and all of the features of the product if Molly's selling this it's about hydration and how that's going to help you be a better entrepreneur how okay you can have a half gallon of water um if you're somewhere where you don't have a good water supply simple example but if you don't get that it's just not going to work or the scale is not going to be there yeah Mo most people are chronically dehydrated right that's why I'm actually drinking electrolytes I'm almost done here but uh so I drink electrolytes right because my my brain functions better I work faster work smarter feel better all that when I uh consume electrolytes and just enough water in general so yeah really really good um any other takeaways from the study yes I don't have a piece of data for this necessarily I'm going to get one but I was actually shocked by the number of ads per brand that were actually doing the heavy lifting so the amount of ads that are tested versus the ones that actually do the heavy lifting it's actually a pretty small percentage Yeah but and so there a really great takeaway you're going to find some outliers or some ads that do disproportionately well compared to others yeah but usually you've got to have the volume to find those right you can't just go with four ads and they're they're magically the four best performing ads you've gotta usually launch and test a lot of them to find those so there's quality in the quantity yeah and it made me realize Brett you know Apple uh they talk about how they build product and they build product with the customer first where most companies build a product then figure out why the customer wants it they start with the customer and the product comes last and the system we use to build creatives and all these creatives I was analyzing especially the top ones it was reverse most people are building creative backwards they have an offer or product they want to sell they go look up templates they start with how they want the creative to look bam done they're missing they're doing it backwards they're missing a huge piece there of the research of the hook selection of the thorough you know creation of the brief that then becomes cool you want to go use a template great but I need you to do the marketing work before you get there because it's not it's not just about using a proven template that worked for another brand so most people have that flipped and the creatives that were the top ads they had been produced in the reverse order where what it looks like was actually the four step instead of the first step customer Centric and and the way my buddy Jac Spitzer you know from rrop mutual friend of ours he talks about a lot of times we start building ads by saying what do I want to say rather than saying what do my prospects want to hear what do they want to learn what do they want to solve what do they want to experience like what do they want and then we'll figure out how to you know tell our story in a way that really lines up with them yeah and really quickly Brett like the way that we do it is number one create databased plan so the analysis that I need that I did needs to be done on an individual account level because this varies of it or you could use the high level stats that we have but come up with a plan based off of data for how many creatives you need and what type then go into okay we have a whole hook Library so we're choosing a different hook for each ad and then we're writing a brief before and after because we know the Avatar we know the offer pertaining to that hook and then every one of those ads has a unique hook now we go into how should it look you know our whole style library and then the production and of course the feedback loop so most people just need a more fleshed out system than what they currently have really great I love the feedback loop portion I think that's that's a piece that if you're missing it then you're really underleveraged and you're missing opportunities right so not only creating and testing lots of videos but you got to have that feedback loop from your media buyers to your creative team to the strategists that are involved whether that's you or whether that's a team or whether that's an agency got to have those creative feedback loops it saves time too because a lot of people are just creating from scratch over and over and over when really they should be using data from their past creatives to build iterations bam now you're not working as much from scratch totally totally love it well we don't have a ton of time left but I do want to talk briefly about landing pages I know this is an area you guys test a lot yeah you guys help with this at the Smart marketer agency but any any takeaways any learnings recently on landing page and landing page quality because really that is a huge part of this right the ad is designed to get attention and get a click or get some kind of action but the landing page is what SEALs the deal what have you learned lately so this is not the case in every scenario but the majority of offers and this kind of relates to the creative actually the majority of offers and therefore landing page test that we're seeing shorter more concise pages that get right to the point they're winning and I think it's for the same reason as what we discuss with still images I just don't think a lot of consumers have the time or band to do a lot of consumption so um again it depends it's something you should test but we are shortening Pages um kind of going more old school which is funny now on the other hand there are cases where longer pages are working so you got to test it but shorter Pages less video for the same reason we're removing a lot of video from landing pages it seems like people get distracted um and then just the the stuff that you know you should be doing right the same thought process that we just went through with the creatives that needs to be on the page that needs to be reiterated on the page um especially when you're just straight up selling a product yeah it really is fairly straightforward right where whatever whatever promise you made in the in the video or in the the the still image ad on meta or or elsewhere are you confirming that on the landing page is is it clear that there's some congruency between your ad and the landing page are you reiterating those those promises and those claims and those benefits is it you know visually are we seeing the product and and you know being able to shop that product and experience it almost like if we were holding it in our hands uh but yeah then also looking at and I love the fact you pointed that out we found that video works well in some cases like as we're optimizing an Amazon product detail page as an example A lot of times videos do great there because people are really comparison shopping uh in other contexts you don't need it right it just slows things down people just need to see the images and read a few things and that's all that's all they need so got to test that as well but but yeah it really is a continu ation of that ad uh and I do like getting to the point sooner communicating more clearly with less fluff uh you know one of the things I like to say is hey if you make someone work you lose the sale if you make them think too much you lose the sale so make it easy and make it extremely extremely clear uh any other final takeaways as you look at the study or just looking at recent experiences before we talk about how people can uh get in touch with you you know the confus mind says no right uh just one other quick thing on the campaign building something that we've started doing is really identifying let's say 10 hooks for a campaign and then each hook has its own ad creative and then it actually has its own block on the page Brett so there are different ways you can implement this but think about it as different sections and then we are actually able to test okay out of these 10 what are the four hooks the four re reasons that actually get people to buy and then that's a lot of the ways that we're removing stuff from the page that's a little yes map like right and a bit more bigger picture marketing so smart so smart yeah love that don't don't remove so much that you lose the sale but find out the real reasons people are buying and remove yeah others C's going I think cro is going less of button color video here this element here way more of message testing which hey that's fun for that's that is fun and fine by me absolutely the testing testing colors of buttons that is a snoozer and you're not going to find any major wins there I promise uh it is not 2006 so uh awesome well as we wrap up Molly um how can people learn more about smart marketer agency uh maybe they can get their hands on this Port I don't know if that's under lock and key or if that's top secret but how can people connect with you to learn more on the media side or connect with the agency so hop over to smartmarketer.
com there is a button in the navigation that says resources or free resources so you'll find the free creative class there that's where uh the uh findings from that report are you'll also find some other free resources from us uh in in different areas of business growth and digital marketing and then yeah if you're a business you know spending more than 50 Kish a month on paid media we love to talk to you in our agency just click on the agency uh tab or the work with us tab or go to smart marketer agency. com and apply love it Molly Pitman ladies and gentlemen so smartmarketer. com smartmarket or agency.
