Ethan Bence

We scale 7 and 8 figure DTC and digital product businesses with Conversion Revenue Optimization and Direct Response Split-Testing. Founder of 4080 Marketing.

[Ethan Bence @ethanbence]

My team and I have driven over $250 million in revenue with Facebook ads.

The #1 reason why is copywriting.

Here are our top 10 rules for writing copy that sells:

🧵 THREAD 🧵

[Ethan Bence @ethanbence]

@fishniw cause you saw me huh

[Ethan Bence @ethanbence]

@dakotahermes Cutiesssss

[Ethan Bence @ethanbence]

@fishniw Nick nick nick you can’t be talking this dirty on the TL

[Dakota Hermes @dakotahermes]

at AdClass we've spent $31.4mil this year on meta ads for info brands.

here are the 10 lessons we've learned.

1. there are a lot of shiny objects media buyers chase that they think will improve results. almost none of them matter. what actually makes an ad account scale is simple: a great offer, good copywriting, and creative that stops the scroll. every other button-pressing ninja media buying technique is just noise in comparison with those three things.

2. most bad leads are a result of two things: bad messaging that overpromises and underdelivers, and optimizing your ads for something you don't actually want. (don't optimize for leads if what you really want is calls). if your ad says "click here to get rich", congrats, your lead quality is going to be trash. proper expectations = higher lead quality.

3. you need to set two KPIs for your ads. the first is always CAC - how much are you willing to pay for a customer? But for high ticket funnels, that's not enough. Most of you aren't doing enough volume for purchases to feed the ad platform enough data. so, the second is a leading KPI that has a strong correlation to CAC. ideally, this is something like "QSO" - qualified sales opportunity, or "SQL" - sales qualified lead. your main goal in your ads is to hit KPI on those metrics. when you do, it's time to scale.

4. only testing micro variations of what's already working in your ad account is a quick way to hit a plateau. meta wants net-new creatives. off the wall ideas with new actors, backgrounds, visual hooks. the more off the wall shotgun testing you can do, the faster you'll find new concepts that work, which opens the door to scale.

5. waiting for your ads to fatigue before testing new ones = waiting to go to the dentist when you have a root canal. an ounce of preparation is worth a pound of cure. the best time to find a winner is while you already have one winning.

6. targeting doesn't really matter. 80%+ of our spend this year was either fully ADV+ targeting or ADV+ targeting with a layered in interest stack or LAL stack. at the end of the day, this is the direction it's going, so learn to adapt and prioritize creative over targeting.

7. work smarter, not harder. instead of producing 100 net new videos that are untested, and most will fail, try this: test 100 static image callouts, find the 5-10 that work, then use that data to inform your video creation. you'll save time, money, and energy + you'll find winning angles faster.

8. a strong organic presence makes paid ads 10x easier. the brands we run that have millions of followers, strong social media teams, and produce YT content are by far our top performing. nothing can replace a strong organic brand, and adding paid only improves organic presence across the board.

9. CPMs are a tax you pay for having bad ads, a bad funnel, and bad messaging in a niche where your competition is doing better than you. either fix those things or make your economics work with high CPMs.

10. the fastest way to kill a high ticket brand is having marketing and sales get into finger pointing blame games. never hire an agency or sales person that has a habit of blaming the sales team or vice versa.

hope this helps

[Dylan Ander | CRO & SplitTesting @DylanAnder]

I’ve optimized $5 billion in ecom revenue over 12+ years… and now spent 2,000 hours putting ALL my knowledge PUBLISHED IN A BOOK!!!

Yes, you read that right.

My first book, "Billion Dollar Websites" drops November 4th.

In my 12+ years, I’ve invented CRO frameworks, playbooks, copywriting formulas, and consumer psychology strategies that don't exist anywhere else.

This is more than a book. There’s QR codes throughout the entire book, so you’ll also get

-Short + actionable checklists that take <5 min for big-time wins
-Swipe files, checklists, templates before they go public
-Play-by-play wins from elite ecommerce sites

If you ask me any question about CRO, on November 4th my answer will be to read Billion Dollar Websites. There’s nothing I know that isn’t in this book.

I'm so confident this will improve your net profit that if it doesn't… I'll refund the book AND donate $1,000 to a charity of your choice.

That's how much I believe in what's inside. Lowkey dream that this is the next Cashvertising for you.

No one got rich by writing a book. This is a labor of love to the 150+ authors whose books I’ve read and changed MY life.

You can buy it November 4th - If you want early access, join my newsletter → https://t.co/PPfB3sjkLY

[Ethan Bence @ethanbence]

@StefanGeorgi lol great headline reference

[Ethan Bence @ethanbence]

Always fun talking marketing w my dawgs

[Dakota Hermes @dakotahermes]

i’ve worked with 70+ funnels in the last year and the ones that scale all do the same 3 things differently

>they don’t chase more leads, they chase better data

>they don’t just test headlines, they test user intent

>and they don’t start with the landing page, they start closest to the sale

the teams that grow consistently all think in this order:

optimize bottom → top (booking → vsl → lp)

measure by incremental revenue, not opt-in rate

change messaging to qualify, not just convert

CRO isn’t about getting more people through the funnel

it’s about making sure the right people make it through

did a full breakdown with @ethanbence ... interview’s in my bio.

[Dakota Hermes @dakotahermes]

i’ve worked with 70+ funnels in the last year and the ones that scale all do the same 3 things differently

>they don’t chase more leads, they chase better data

>they don’t just test headlines, they test user intent

>and they don’t start with the landing page, they start closest to the sale

the teams that grow consistently all think in this order:

optimize bottom → top (booking → vsl → lp)

measure by incremental revenue, not opt-in rate

change messaging to qualify, not just convert

CRO isn’t about getting more people through the funnel

it’s about making sure the right people make it through

did a full breakdown with @ethanbence ... interview’s in my bio.

[Ethan Bence @ethanbence]

@DTC_Quizbuilder Manus

[Dakota Hermes @dakotahermes]

talking all things CRO w/ the king @ethanbence

[Ethan Bence @ethanbence]

"Everything is an offer if you're brave enough"

- @RandomToby

[Ethan Bence @ethanbence]

@dakotahermes Two of my favorite people 🥹

[Ethan Bence @ethanbence]

@mikawl_lim @AlexHormozi Legend. Can’t wait to see what’s next ❤️

[Ethan Bence @ethanbence]

@Jayyanginspires Legenddddd

[Ethan Bence @ethanbence]

@iamshackelford Nothing like the old adleaks days lol

[Ethan Bence @ethanbence]

@dakotahermes @ouraring Sorry :/ a call w me will do that

[Ethan Bence @ethanbence]

@RyanClogg Got a good one for you will text you

[Ethan Bence @ethanbence]

@StefanGeorgi Stefan putting in the hard yards on market research

[Ethan Bence @ethanbence]

@mikebuontempo1 @RyanClogg Thanks big dog

[Ethan Bence @ethanbence]

@TheJerzWay I will die on the A/C hill