And it falls apart the second you understand what Meta is really doing with your budget.
Your ads didn’t get tired.
Meta found 1 small group of buyers for your initial TAM... then it ran out of them, BECAUSE of your winning copy.
That’s the whole thing.
Click 12 and watch what happens to the amount of your TAM Meta gets to go looking in.
You've changed the actor, hired better editors, fired one agency and paid another one.
None of it changed your positioning.
So Meta kept going after the same buyer.
That buyer used to cost you 30 bucks.
Now she costs 68, and your media buyer is telling you the creative is fatigued.
Your creative is fine.
You ran out of TAM.
The algorithm looks at the actual words in your ad, then goes out and finds people who match them.
Write something vague and it brings you back vague people. They like the idea of fixing the problem. They haven't decided it's worth real money yet.
Write something specific, down to the exact thing 1 buyer has been trying to fix for 6 months, and Meta goes and gets her.
She reads it and thinks somebody wrote it about her.
That's the difference between traffic and buyers, and it all comes down to your copy and positioning.
And that's exactly how accounts blow up and then die.
You get specific with 1 positioning point and it works. ROAS jumps. Everybody is happy.
Then Meta finds everybody who matches those words, and it's done.
That's not creative fatigue. That's a TAM you drained with 1 set of words.
It's a different reason somebody decides your product is for them.
One buys because she's scared of what's coming.
Another buys because she already wasted money on 4 things that didn't work, and nobody told her why.
Another buys because her sister looks 10 years younger and it's eating her alive.
Same product, same price, same offer.
3 buyers who will never respond to the same ad.
Meta can't find all 3 if you only ever showed it 1.
So I give it 12.
Multiple ads under each one.
40 ads that aren't 40 rewrites of the ad already dying in your account.
I’ve had META controls that lasted for years.
And while shit’s definitely different these days, the “creative truth” I’ve been speaking for 10 years about META wanting Creative Diversity is more true than it ever was.
The words you use in your ads play a big role in how META chooses your TAM.
If that doesn’t make you immediately look differently about how you’re writing copy, get used to being irrelevant.
The problem?
Most copywriters and offer owners aren’t creating true Creative Diversity, because they don’t know how to.
Results. Don’t. Lie!
But I’ve been talking about the need for Creative Diversity for over 10 years.
Because building a strong, expanding TAM means everything to converting.
In fact, your copy that BOMBS would much more likely convert if you have the Creative Diversity the META algo wants.
Let’s collaborate.
By the way...
You're reading the 80% right now.
Something pulled you this far down a page selling copywriting, and it wasn't clever words.
It was positioning.
It's the same thing I'm about to go do to your buyer, and you just watched me run it on you.
1 hour, live on Zoom. You share your screen and I go through your ads while you watch me do it.
I'm not going to pitch you. I'm going to show you the money you're leaving on the table and tell you how to go get it.
You'll walk out with a list of things you can fix yourself, without paying me another dollar. Some of it you'll be able to do that same afternoon.
That's the whole offer.
The $497 doesn't stay up forever. When it goes back to $2,997, it stays there.
I need to audit your copy and results, while also interviewing you and getting to the real reason why you’ve stalled or aren’t growing as fast as you want to.
There are common “elements” that reach across all Positioning Points, like Mechanism, New Cause, and Deeper Core. I need everything you have so I can make sure those pillars can hold up the financial success we’re building towards.
You’re paying me for my expertise, but that doesn’t mean this isn’t a collaboration. You have the right to push back, so we’re on the same page, literally, before I write or prompt a single word of copy.
You own the copy, and I’ll show you how to use it to train YOUR Claude (or chatbot) account, so you can keep going without me, unless we’ve negotiated a longer term, commission based deal.
You can. And all 40 of them will say the exact same thing, because the AI only knows what you already told it.
You'd be making 40 versions of the angle that's already burning out. What you're paying me for is the 12 different beliefs I go dig up before a word gets written.
Yeah. Supplements is just where I spent most of 20 years, because that's where people trust you the least. Once you learn to sell somebody who's already been burned 6 times, everything else gets easier.
A dead one shows up in the data as a flat cost per purchase across every ad under it. The winner pulls away early and it stays away.
You see it fast, because you're comparing 1 positioning point against another with multiple shots behind each of them.
Some of them will. That's the whole point of running 12 doors instead of 1.
A dead positioning point is data you paid for, and it tells your buyer exactly where to stop spending. And if I think the whole set is wrong, you'll hear it from me on the positioning call, before anybody writes anything.
Yes. Upgrade inside 60 days and your money comes off the bigger package.
Only 1 thing does that.
You give Meta more of your TAM to go looking in.
Show me the 3 packages