Nobody can accuse ecommerce copywriter Chris Orzechowski of mimicking others. In an period of image-heavy advertising emails, he prefers plain textual content. Amid the Fb-Google promoting juggernaut, he favors X.
Orzechowski is an 11-year author and marketer, first as a freelancer after which, in 2020, at Orzy, the company he based. In our current dialog, he addressed his keys to profitable product copy, frustration with Meta, and migration to X Adverts.
All the audio of our dialogue is embedded beneath. The transcript is condensed and edited for readability.
Eric Bandholz: What do you do?
Chris Orzechowski: I’m a copywriter and an e mail and retention marketer. I assist ecommerce manufacturers craft higher messaging to develop income and scale their companies. I based an company referred to as Orzy Media in 2020. Earlier than that I used to be a freelancer for seven years.
I’ve labored with many direct-to-consumer corporations. Over the previous 11 years, I’ve written for Carnivore Snax, Perennial Pastures Ranch, Wealthy Dad Poor Dad, and Filippo Loreti.
I specialise in copy-heavy plain textual content and story-driven emails that differ from conventional poster-style variations. That’s my signature model. I began entering into X Adverts out of necessity once I was having points with Fb.
We’re a small workforce at Orzy, a boutique. We prefer to go deep with our shoppers. Good copy may have a narrative and vivid descriptions, which I name dimensionalization. When people learn the product description, they don’t care in regards to the options. They care about the way it will enhance their lives.
There are tens of millions of ecommerce shops. How can a single retailer stand out? The advertising, the copy, the voice, and the persona will assist win shoppers’ mindshare. To enhance copy, you need to be curious.
A part of it’s immersing your self within the industries you’re employed in and seeing what everybody else is doing.
Bandholz: Orzy manages shoppers’ advert campaigns. You’re doing properly with X Adverts.
Orzechowski: I used to be initially skeptical. For a very long time, individuals have stated to not waste time on Twitter. That was pre-Elon. The platform was wonky again then, however it’s since improved.
I bought began on X as a result of I used to be annoyed with Meta. I bought locked out of my account for over a 12 months. I couldn’t speak to anybody at Fb help. I opened a brand new account, however nonetheless had hassle. I made a decision to discover different avenues and zeroed in on X. I seen some manufacturers’ adverts had been getting 10 million or extra impressions.
HexClad, Ridge Pockets, and different large DTC manufacturers had been working adverts on X. I believed, “These are large, profitable corporations. The individuals working these adverts will not be idiots. There’s a purpose they’re doing it.”
I began experimenting with just a few campaigns. They had been low cost. Some had 38-cent CPMs and 25-cent CPCs.
I began experimenting with my ebook, the lead magnet for my providers. I used to be getting leads. It’s simply taking a bit of content material, including some concentrating on parameters, after which increasing the variety of impressions. Now I handle X campaigns for a number of shoppers. They work fairly properly. There’s some nuance. It’s completely different from Meta.
Meta has many knowledge factors. They know who your persons are. Nevertheless, the draw back is that manufacturers get capped out with the quantity they will spend. They will’t push it any greater in a worthwhile approach. With X, you will have extra room to run as a result of you possibly can select the concentrating on parameters. It’s like Google Adverts or direct-mail listing rental again within the day. You may create comparable listing universes throughout the concentrating on parameters of X.
Bandholz: On X, is it higher to construct on key phrases, content material, or demographics?
Orzechowski: It’s a little bit of all three. Demographics are large. We layer on the key phrases and the follower lookalikes. We select 10 to 30 profiles, and X will generate a lookalike viewers based mostly on the profiles’ followers.
Discovering good follower lookalikes, the place you will get many individuals, is crucial. You need a minimum of just a few hundred thousand, if not 1,000,000, inside your concentrating on pool. Until you’re a higher-end B2B SaaS firm and have simply 5,000 potential clients. Then you definitely may need to goal some smaller, high-end profiles.
X Adverts has a function referred to as Optimized Concentrating on. It makes use of knowledge from a marketing campaign and its concentrating on parameters after which expands and exams it on completely different pockets of customers.
A simple approach for manufacturers to get began on X is to roll out a profitable marketing campaign from Meta. Static adverts on X are likely to get extra impressions. We’ve made video work, too. video demonstrates the product and describes it in an attention-grabbing method.
Bandholz: The place can people comply with you?
Orzechowski: My company is Orzy.co. “The Moat,” my ebook for rising manufacturers, is on Amazon. I’m @chrisorzy on X. I’m additionally on LinkedIn.