Context
We had a singing coach with over 500k Subscribers (click here to see youtube channel Adam Mishan).
His funnel was profitable but because of fatiguing ad creatives it was difficult to scale beyond low 5 figures a month without worrying about going back in the red.
What I did
I brainstormed multiple copy concepts and used my data analysis skills to analyse what was missing about the existing videos
I assessed the customer surveys and figured maybe the main objection people were having were actually about themselves, not the product?
I tested more scripts and videos and gathered data on what worked and what didn’t (see table below)
Over time we developed an angle that kept showing promise.
This was the idea that anyone can learn to sing no matter their current skill level.
We edited and refined this until it became our winning ad.
Result
Advertising spend was able to increase by more than 100% because the video ad I directed consistently brought in sales profitably.
That one ad has now been running for 1.5 years. We relaunch it and it still runs profitably.