Notes from the work · Tag

#copywriting

A large blank poster board on an ad-planning desk with a pencil crossing out its single line, beside a small sketch of a scene marked with one magenta dot

Fixing headline-only ads, and the feature list that costs nearly as much

Headline-only ads cost $34.35 per lead in our data, 83% more than before-and-after. Feature and benefit lists were close behind. Here is how to rebuild both into ads that show instead of tell.

David SteelOctober 10, 20265 min read

A phone lying on an ad-planning desk beside a row of index cards, each card a different opening, one card lifted and marked with a magenta tab

Playbooks · The Benchmark Playbooks

How to open an ad: what the first line is worth in cost per lead

The way an ad opens changed its cost per lead more than any other label we tracked, from $14.30 to $73.48. Here is what each opening did, which groups are too small to trust, and how to test your own.

David SteelOctober 10, 20266 min read

See your own locations in it.

Book a walkthrough with David Steel. Bring last month's lead count and one location you are worried about.

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