Joe Putnam

Growth Architect for Fast Growing Shopify Brands. Helping founders stop guessing what to do next. Founder @ Conversion Engine.

[Joe Putnam @JosephPutnam]

Meta DPA Ads are still glitching. 🚩

[Joe Putnam @JosephPutnam]

I had a great time recording this segment with the Ecomm Cowboys.

Always a good time with @chrislukehall and @colindougherty.

[Ecomm Cowboy @ecommcowboy]

Construction workers, busy moms, people who get the jitters from coffee…

@JosephPutnam says targeting different personas is what creative diversity actually looks like:

"One of my pet peeves is when you create one message, share it with everybody, and expect it to resonate with everybody."

"People talk about creative volume and creative diversity, and then they create 40, 50, 100 ads that say the same thing and call that diversity."

@chrislukehallm: "This would be a miss if it was just, hey, let's talk about coffee jitters, and then I'll do it 500 ways."

"Instead, they draw you in with the mom who still has the baby weight, whose husband left, who's tired. Then they introduce the product. Then a totally different persona."

"That's what's amazing about what you can do with AI. Different sales messages targeted at different customers."

[Ecomm Cowboy @ecommcowboy]

This @ryzesuperfoods ad runs nearly 5 min.

50 seconds in, still no product.

How it holds your attention:

Drops you in mid-story/conflict

Specific customer avatar with clear pain

Then a tease: but no name or reveal

@chrislukehall: "50 seconds in, the marketer in me wants to say I need to have already seen the product by now."

@JosephPutnam: "There's a part of me that says the same thing; we should have introduced the product already. But the fact that they're able to lock you in, tell a story, and keep engagement is part of what is impressive about this type of ad format."

@colindougherty: "Use the folks that have stayed around 75%, 80%, or 90% of this video's watch time. Those are going to be some juicy retargeting customers."

[Joe Putnam @JosephPutnam]

@nicktheriot_ @iamshackelford Same. I get so much more from running at 5:00 than trying to squeeze in another hour of ineffective work.

[Joe Putnam @JosephPutnam]

@iamshackelford It helps when you start realizing your business is the side hustle supporting your triathlon habit.

[Joe Putnam @JosephPutnam]

It's really. 40 versions of the same ads is not creative diversity.

[Ecomm Cowboy @ecommcowboy]

“40 new ads that all say the same thing is not creative diversity.”

@JosephPutnam (Founder, Conversion Engine) breaks down the “script spine” @ryzesuperfoods uses in their new viral ad format:

"Go to the Facebook ad library and watch them all the way through. They follow a sales script that really works. I've been calling it the script spine."

"Avatar callout. Dramatize the frustration. Show the cost of not making the improvement. Provide the solution. Bring in a selling point stack, three or four reasons to believe. Then objection handling, proof, offer, and call to action."

"Build a matrix with your actual personas, the problem, the desired outcome. That's what lets you create a more effective ad instead of repeating the same message over and over."

[Joe Putnam @JosephPutnam]

@ChrisLangSocial This is awesome.

[Joe Putnam @JosephPutnam]

@binghott Love this

[Joe Putnam @JosephPutnam]

@iamshackelford Only thing missing was better and bigger costumes for the hosts...

[Joe Putnam @JosephPutnam]

"I have yet to see someone great at AI lose their job."
@jacob_posel

That easily was a top 5 quote from @CommerceRound this week. 👀

[Joe Putnam @JosephPutnam]

@herrmanndigital @TaylorHoliday @CommerceRound @herrmanndigital We missed you in SD. Everyone was asking where you were...

[Joe Putnam @JosephPutnam]

@TaylorHoliday just dropped the first 💣 at @CommerceRound.

[Joe Putnam @JosephPutnam]

@natelagos That book is next level.

[Joe Putnam @JosephPutnam]

@herrmanndigital @TaylorHoliday @CommerceRound Knowledge 🧠 bomb 💣

[Joe Putnam @JosephPutnam]

What's up with @Meta's busted DPA ads.

Results been down for anyone else?

[Joe Putnam @JosephPutnam]

Big day today on the EcommCowboy show. 👀

[Ecomm Cowboy @ecommcowboy]

TODAY’S SHOW // 9.17.26

> @randfish (Spark Toro)
> @jimmykim (Commerce Roundtable)
> @Cody_Wittick (Kynship)
> @JosephPutnam (Conversion Engine)

Snap Specs x Shopify | Dr. Squatch & Megan Fox | Rand Fishkin Joins

https://t.co/Ohv9n1AtRR

[Joe Putnam @JosephPutnam]

I'm curious, what are the best bundle builders to increase AOV?

[Joe Putnam @JosephPutnam]

@Rob__Paul This is definitely a guy Texas Tech will pick up this off-season. 😂😂😂

[Texas Longhorns @TexasLonghorns]

HORNS WIN, BABY 🤘

[Joe Putnam @JosephPutnam]

@imakeBADads Solid