An emotional regulation app · B2C · text-wall ad example
Run short videos with a wall of text in the audience's own pain words
One of the main working formats; no numbers
What they did
What happened
In their words
Marcus Burke - How to Build a $2M/Month App (Copy Me)
… of certain styles that are usually originated in organic content. As you said, like this could be to some extent an organic piece. It would need tweaks. Another one that would be inspired by that are these kind of text walls. Ultimately, it mirrors the kind of content someone in their 30s, 40s would make. Gentle reminder that if you're waiting on their text delaying your response over analyzing a non-existent future we made this app to rewire
toxic attachments and support your emotional regulation 10 seconds long and then there's like it starts with the girl and with just like weird camera angle kind of like looking up at like her face it's basically just got three clip ad and then there's um the text on screen the entire time and the text in the end is what drives conversion here so you want to find these kind of text blocks that in the end people feel seen by, like your audience feels like, okay, like they understood me.
… rooted in a lot of Reddit research. And you can do that easily with LLM these days. So saying things like my emotional regulation, rewire toxic attachments, toxic attachments in the kind of wellness space is a big thing people kind of self-diagnose with, just like ADHD was before or overthinking. There are all these kind of buzzwords that are pop up in content quite a bit these days and kind of people self-diagnose with and self-identify with.
So if you manage to write like they would about this topic and you plug your product as a solution to that, that's usually kind of a pretty good strategy. And then again, they say here, we made this app just to prime for, you're going to land on the app store. This is an app product and make sure that people also install. How much less effective do you think the ad would be if you used language that was already a little bit more popularized and not quite like trendy or like rewire toxic attachments feels like that that phrase was probably invented like in the past
like five years but like what if you used like something that was a little bit older and like more well-known do you just feel like it's not as targeted and specific and like resonant with the audience. Any of these ads is going to run on meta in a ad set that is just broadly targeted. You rarely define targeting these days. It's always the algorithm doing it. So ultimately, the algorithm is going to pick your targeting based on the engagement …
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More from this episode
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- Remake one winning ad ~400 times with new hooks and use casesWell over $1M spent on the concept
- Feed 10-20 Reddit threads to Claude to write ads in your audience's wordsHis standard process; no numbers
- Make ad variants with AI: create an image first, then turn it into videoUsed for clients; not compared with creator videos
- Mix app demo clips into everyday videos, like a chore list for ADHD
- Run ads that look like normal posts; let a web page do the selling
- Send Meta ad clicks to your blog instead of the App StoreClaims to be one of the first to scale this way; no numbers
- Compare cost per trial with trial-to-paid rate for each age groupAges 25-34 cost the most; older users looked under-served
- Give ads that deliver differently, like mostly Facebook feed, their own ad set
- Split ads into groups by format and message, each with its own budget
- On a small budget, put all ads in one group and pick winners weekly
- Have every ad team member interview one user a weekTaught the team most of how to write ad copy; no numbers
- Post on LinkedIn 2-3 times a week
- Fix the store page, onboarding and paywall alongside paid ads
Tags: meta, creative, text-wall, audience-language, self-identification