How to Fix Disapproved Products and Suspensions in Google Merchant Center Part 2 -

[00:00:00] John: Today we have Aaron Crocker, our copy chief, and Lynn Swayze, who is our offer consultant and part of our conversion architecture team. I'm Tom Meredith, the VP of Marketing and Innovation, and let's just hop right in and start talking about offers.

[00:00:12] John: First, I guess a little bit of background for each of you Lynn, I will let you go first.

[00:00:16] John: How did you get into becoming an offer consultant and end up at tier 11? Yeah, so I, my background's in direct response, copywriting and marketing automation. My first job was in marketing and I, my first coffee job was with information marketers. I've worked. A bunch of big names, and my brain has just constantly been, how do we improve this?

[00:00:37] John: How do we, reposition you, how do we make this even, , sexier and more compelling and more converting? And it's evolved since 2015. And I'm here because of Aaron . We met at copy chiefs, yeah. All right, Aaron. Well, I am Erin Crocker, the copy chief here at tier 11.

[00:00:55] John: I spent the first 20 years of my career in direct response copywriting, where I met Lynn. One of the more incredible individuals I've ever met in this world's brilliant, just freaking genius. I was introduced to Tom by way of another copywriter. Anna, if you're out there, good to see you buddy.

[00:01:14] John: And Anna introduced me to Tom and long story short, we ended up here about a year ago. Excellent. Yeah, Aaron started about a year ago and very quickly after he is like, got a higher end and you've gotta be coming up on a year if you're not there already. Just past it. Just past it here. All right.

[00:01:28] John: So I guess the place to start is at the beginning and I think one of the more confusing things out there, there's no clear definition of is what is an offer. Yeah. And that's the thing, like, I wouldn't say there's a wrong definition. More just you need to have a firm definition and. Tier 11, with camp and with what we do, , with media buying and traffic the clearest definition that we've come up with is an offer is what you are selling at any point in the buyer journey.

[00:01:56] John: Early in the buyer journey, either top of funnel or early an awareness levels, that might be a lead magnet, or it might be a quiz later on. It might be what you consider your core offer. it might be. , that product you wanna sell. , if it's e-commerce, it might be the bundle. might be the course.

[00:02:12] John: And then later on it might be a mastermind. It really is what you're selling at

[00:02:16] John: Aaron. Do you have your own definition? Well, I do. I mean we all have our versions of definitions. For me, offers are mostly, primarily thematic. What is the whole bundle that you're trying to communicate and sell? Most people erroneously think of an offer as nothing more than a price, right? And whatever else you're giving and premiums with the price.

[00:02:38] John: But for me , there's a couple schools of thought, but school of thought number one is if copywriting is king, then the offer is queen. I kind of feel like needs to be Flipp. That everything emanates from the offer. And the phrase, it's the offer stupid is the reason that that exists. And I didn't praise it, by the way.

[00:02:57] John: I didn't come up with that. so I think that the offer, everything offer operates off the offer. And if you don't know what the offer is, then you can't even begin. Offer has to have to know what it is. That's how I got into offers cuz I started writing copy and as I worked with sometimes even big names, I was like, I can't make the copy.

[00:03:13] John: Good. With this offer, right? Can we rename it? Can I make up a unique mechanism? it's missing a premium. Can I add this? And some of what I learned about offers was I could write better copy . What do you say, Erin? Like we can't sprinkle magic, pick seat dust, , things that just aren't good. It's fair to say that an offer then is like a combination of the product the price of course, and then like the messaging that's specific to that individual and where they are in their buyer journey to Eli. Is that how you would say phrase it? Yes and no. I think. When it comes to optimization, I like to separate them just because that lets us do more testing.

[00:03:50] John: If the offer itself is, or not the offer, let's say the product, right? What it is you're selling in this funnel. Step is good. , we've got a good name. It's got, , An urgency. mechanism or a scarcity mechanism, it's got a premium, it's got a guarantee, et cetera, et cetera, it's optimized.

[00:04:05] John: We know that what the features of it are good. , it's exactly what we know that the audience wants. I don't wanna mess with it. Mm-hmm. , I'm gonna now work on the copy and that's where we're going to change headlines and hooks and test the main to Aaron's point, the theme, the emotional theme that, , we're going with or we're gonna.

[00:04:22] John: A special offer, a different pricing. I think of those things as separate, but I would say most copywriters probably don't. Cuz usually they're a bundle. I just really like what Lynn says about an offer, and it's a product that is delivered at any stage of a given funnel. And it's funnel. It's audience specific, it's messaging specific. And offers can change left and right. But Clayson make peace sums up an offer like this. And if you don't know the name, Clayton, make Peace. He is one of the highest paid copywriters now deceased, bless his heart and rest of the soul, but his offer, he says, your offer is your main product plus.

[00:05:01] John: The premiums, that is the freebies you're giving plus your price and then your delivery details. Okay, offer is main product premiums, price, and delivery details. I think the product and the price are pretty obvious in that. How would you define, like, give some examples of premiums or delivery details?

[00:05:21] John: Premiums are any bonus extra to how your buyers might perceive being bonus or extra to that main core offer. Now it's interesting about premiums is that, , big names like a Agora, for example, will sell the premium. As a way to get more purchases of their core offer, which is their subscription.

[00:05:41] John: There's always tricks to these things. But a premium, let's say we are selling a course, right? A premium on the first page, not talking upsells or anything. But on that first page might be, oh, by the way, you're also getting our template of, ads. Or you're also gonna get this thing this extra video or Behind the scenes look, or usually it's something, whether we're talking about premiums or upsells, it's gotta be something that makes the buyer get the result faster, get it easier, with less effort, or you said faster, easier get a better result. Keep those things in mind. And premiums can either increase scarcity or increase urgency.

[00:06:18] John: You can also use premiums to say, Hey, the first five people who act, they get this extra bonus. And that counts too as a premium. Yeah. Would you add anything else, Aaron, or any favorites that you like? Yeah, I mean, one of the supplement products that Lynn and I worked on, it was bottle of pills you can upsell to and get a percentage off if you get another bottle of pills.

[00:06:38] John: But also the premiums became free reports on how this supplement works. And we knock off a couple of those. Free reports to go with the cell of the actual dietary supple. Right. was it like a workout or like a nutrition plan or things that helped, right.

[00:06:53] John: That were tangential. we know they're already interested in their weight. Right. Because of the nature of this particular supplement as a metabolic hormone kind of supplement, , in the weight loss space. We kind of know their sphere of intent and what they're interested in and what they wanna .

[00:07:08] John: Adding something else, yeah, it wasn't another supplement, but it. , workout or diet plan that is proven to work. , other foods you should and shouldn't eat, other supplements you should or shouldn't take. And all of these things, of course, would lead back to further products and whatnot.

[00:07:23] John: They were sales tools in themselves, but pitched as extremely valuable. And what you want with a premium is that for some buyers, that's gonna be what they buy, right? Where they're like, I just want this. Like, I don't care about this other thing, but I want this. and that's enough to get them engaged. It's really adding all of the pads possible, what I call stacking the deck, which I don't think that means anything, but , we wanna try to make it that we've done everything possible to get the conversion Great. And, how about the delivery details? . So Delivery details could be it's everything that it takes to deliver the product, right? You'll get an instant download, right? You'll get instant access to our website. You'll get instant follow up emails. Anything that requires, so is delivery details just having that mechanism or is it actually a section of copy that we would.

[00:08:12] John: On the page. well, as a copywriter, as Lynn, everything has to be enticing, right? And it has to be as exciting as you can make it. while everybody knows that you can get instant access to the intranet or whatever, but if you're selling stocks, will you get instant access to our daily updates.

[00:08:31] John: And not available to the public. And, anything you can do to make your delivery details more exciting, the better. It's often missed in copy, right? It's lazy copy oftentimes, and but a good copywriter or someone who's well trained in the art. And I hate to use the word seduction, but hey, that's kind of what it is, right?

[00:08:52] John: You can use indoctrination, . Well, I mean, is that better? Is that any better? Well, I'll say it this way. No, it's not Lynn. All people, everybody loves an element of seduction in their life, right? And because it definitely is it brings you out the norm. Anything you can uptick the level of intensity of seduction persuasion, however you wanna frame it, ultimately boils down to how can I make this delivery copy exciting?

[00:09:24] John: and get their blood raked up a little bit, right? Cause no one wants to add it to cart. Nobody wants, you think about what we usually have as the driving call to action. No one wants to add something to the cart. Nobody really wants to purchase anything. The more we can make those actions that we want them to take, benefit driven, Hey, this is gonna benefit you.

[00:09:40] John: Here's why. Oh yeah, a reminder, here's why , this is going to change your life. Get you the result Magic wand . The better. those last two pieces that you guys hit on of premiums and delivery details are really about motivating the action, right? Or giving mm-hmm. . The delivery details is almost like a trust building, like as well, potentially if it's like Absolutely. Yeah. People don't like unknowns, it's also a little bit of adding to. List of knowns, right? In our mind, anything that's known is pleasure. Not pleasurable, but pleasure. Anything that's unknown is pain.

[00:10:12] John: The more we can say, Hey, after you click the button, you're gonna get XYZ and you're gonna be subscribed to our insider list. And then from there on out every week you're gonna get the best, , stock tips known to man. Again, I'm making stuff up. But the more you can preframe those things, yes, it, it adds more copy.

[00:10:28] John: it looks long, but it serves a psychological purpose of making these things known. They know when they click the button, what happens next. They know after they order that their money is not just gonna go into a black hole. , we might assume that people have trust, but this is the internet , right?

[00:10:41] John: Um, Unfortunately people don't. This is just another tool we have in our toolbox to, , increase conversions. Cuz some people won't act because they're scared, they're afraid of being scammed. Right it's just how it goes. Yeah. I think earlier maybe both of you definitely, Aaron, talked about the offer at different levels of the funnel.

[00:10:58] John: I know we wanna talk a little bit about awareness levels. Who wants to dive in headfirst into the awareness levels and levels of the funnel? Skills are different, that's important. I appreciate that you, mentioned that. How are they different? Awareness levels are, And Erin, I'd love to hear your take on this There's psychological frames internal to the customer that may have nothing to do with your funnel. At least that's how I view it, right? They're going on their own journey, about what's going on in their life and their problems and their solutions and what's possible, et cetera. Limiting beliefs, all that jazz that's internal to them.

[00:11:30] John: and they're going through it and we can make offers and marketing and other stuff to pull them through, like pull ' em through faster. they don't need to wallow for 10 years. They figure out through our marketing. Whereas funnel stages, , tofu, mofu, bofu, if you will, if you're familiar with the digital marketer, right?

[00:11:44] John: Top of funnel, middle Funnel, bottom of funnel, those are actually our final steps. Those are how we kind. Put those awareness stages into actions that are systematic and repeatable. But a lot of people have pointed out, does everybody really go through all funnel steps? No, of course not. And the point of a funnel is not necessarily I mean, is not necessarily to pull them through, like in the way that we build funnels.

[00:12:06] John: If we're doing ads and we're direct offer, buy this course, get this upsell, get this ups. They're going to go through it cuz they have to. But if we're talking about funnel as like, oh, here's a, quiz, which then goes to, , a lead magnet, which then goes to a supplement, they may not, because they may have the options to back out at any time and come back in.

[00:12:24] John: I think out the gate, those two distinctions are important. It's complex, but I'm gonna say it is what it is a lot. It depends and it is what it is. Awareness levels. Erin, what would you say as the emotion came about the awareness levels and using Eugene Schwartz?

[00:12:39] John: Well, I mean yeah, if the viewer. Knows of Eugene Schwartz. They know these five levels of awareness. If you don't to know who Eugene Schwartz is, you're behind. You'll want to catch up. And you'll wanna get his book breakthrough advertising for certain. But to Lynn's point the awareness levels are absolutely customer.

[00:12:57] John: They are what the customer owns. Mm-hmm. or doesn't own. It's how they feel or don't feel. It's the fear they have or the pleasure they gain. Right. And at the very base level, number one where the client is unaware , you don't even know you have a problem. you are emotionally diagnos. You just don't care, right?

[00:13:15] John: There's just nothing to care about. But then, in the frame of the hero's journey, suddenly you have a disruptive message. Somebody comes along and disrupts your little world of peace, and then suddenly you understand you have a problem. And now that problem again, that may not. Right. That might not be.

[00:13:32] John: Yes. It might be, , if we have a disruptor ad and point something out, but it might just be internal to them. That's absolutely right. People find their own journeys to Lynn's point, right. Other people again, back to the hero's journey framework, you may know that you have a problem, but it takes a mentor sometimes to get you to move across the decision threshold, right?

[00:13:52] John: And Or just a bundle of emotional inconsistencies, which kind of makes it consistent, right? if you have a problem and you are aware of the problem, suddenly you need a solution and suddenly you're solution aware. And if you know that there's a solution out there, then you wanna know which solution works best, then suddenly, Product aware right now you're searching for that product or service to solve your problem.

[00:14:16] John: And then ultimately there's, , you're most aware and in which case you've made a purchase and or need reasons to purchase again. That's about as succinct as it gets in the terms of these five levels of awareness. It can get much more complicated.

[00:14:33] John: we could riff on this all day now Tom, I don't know if we're able to share camp graphic. Probably not. But if we could, , if you look at our camp, System, methodology, , framework. We outline pretty clearly those awareness levels, what that means for ads and other activities.

[00:14:49] John: Cuz it, it really is that important. I mean I can even plan like a whole content calendar , right? Based on just awareness levels. Yeah. We can design offers based on awareness levels. We can have the same offer and have different copy based on these awareness levels There. It's easy to just look at it and think, oh yeah, whatever.

[00:15:04] John: It's just another stupid marketer thing, but it really is everything. Understanding this is everything. it's the key. Yeah. , I think awareness level is, as a former creative is like one of the most important parts of marketing and developing creative for. And I'm sure we'll do plenty more like YouTube lives around awareness levels cuz I mean, it's my passion as well coming more from a video guy, but scripting for how people need to be handheld at each of these different awareness levels is kind of really what led to a lot of our success.

[00:15:34] John: Going back to awareness levels a little bit, how do they change based off the awareness? I mean, they change with copy, right? But there are some offers that are better at some awareness levels than others. For example, one I see often is like of course my background's in agencies and tech agencies, right?

[00:15:50] John: So They'll put out a white paper. And expect fresh leads to, who may not even know they have a problem to download this white paper and that's the only thing they're gonna scale their business with. Well, white paper is really a, post problem aware, , lead magnet, you know, , an offer that's really more for someone who's solution aware, even product aware, the way that white papers are built.

[00:16:10] John: there's some offers. Quizzes are great for early unaware desire aware, problem aware leads. A quiz, I would put it earlier, I mean obviously top of funnel, cause it'd be a first step, but I'd put it earlier in the awareness stages. You can design a quiz for the later stages, but that's more like a pre-qualification and not the type of thing you'd scale with.

[00:16:30] John: But most offers, I don't know. Would you say, Erin, that most things we can tailor. In copy. I think it goes back to your beautiful definition that it's an offer is what it is at any given specific level of the funnel, right? An offer to a level one unaware client is definitely gonna be different than, , a level four or five client.

[00:16:48] John: It's just, Drastically different. Let me give a beautiful example. When we were going back and forth on our current camp graphic as to whether or not to launch with level one as unaware, right? We had some debate as to whether or not anybody's unaware of anything anymore in today's society.

[00:17:07] John: I was on one of our clients, Channels and ended up seeing a solution for the car after you've washed it, that you apply it on there. And I was completely unaware what this product. I had no idea that what this thing was gonna do was gonna go in and fill in the rivets and the gaps that's naturally in a paint job.

[00:17:26] John: And I smooth that out and I was like, I never heard of that. So You weren't aware that you had a desire? Right. That I was totally unaware. Desire and problem are kind of in the same stage. Todd Brown will say , there's both, you can either have what they want or the problem but you weren't aware.

[00:17:41] John: You had a desire to have these little scratches filled in and you weren't aware that you had a problem, that you don't have anything that performs this function. Right. , and where it does exist, Well, it did for me. Well, it has to. Yeah, of course. I mean is it worth your marketing spend? I think that's where I sit is like if I'm advising someone and they have limited marketing spend, I mean, e-commerce and service are a little bit different.

[00:18:04] John: There's that to keep in mind. E-commerce, I think there's more room for unaware and targeting. Unaware, to your point, Erin. But if it's. An info marketer an agency, I'm not gonna suggest that they spend most of their money unaware cuz that is going to be a waste of ad spend and marketing spend.

[00:18:19] John: I think there's that nuance. Yay. More complexity, that nuance to keep in mind that it is not one size fits all and unaware isn't likely how like the Facebook and Google algorithms work anyway cuz they're trying to find people who at least are problem aware. That's a good point. It is a good point.

[00:18:37] John: I mean, it doesn't know who doesn't know, but it knows who doesn't know or who has tangential desires. Right. Okay. You're interested in car stuff. Well, you don't have a problem, but you do have desires to have a nice car and to feel proud about your car or whatever you know, make your sports car look better.

[00:18:53] John: They. Tailor, you can tailor your message based on that. It goes back to this idea of like, in the work that we do in the agency where most spotlight not reaching true, unaware audiences. Interesting. We've talked about offers a little bit at different stages of the awareness levels.

[00:19:07] John: Would you say that the offers don't change, but like the mechanism of delivery of the offer changes or is that simplifying it too much? I think more often than not, the copy, how we go about it, how we target but if the offer is just what you're selling at any point I mean, someone's not gonna change their course, for example, entirely.

[00:19:25] John: Based on the different awareness, we're gonna change the copy. Right? We might change the premiums but we're not gonna change the unique mechanism. We're not gonna change the name of it. We're not gonna change the deliverables. Right? We're gonna change the copy. We're gonna change the mechanism of approaching The audience. it could be a white, you said for the most part, and like you mentioned, it could be like a white paper, a quiz, any other variety of offer tools in your toolbox. Do you have a list, Erin, of all the different ways? I'm just sitting here dozens. Yeah. If you hear the rat ta tat of my fingers on the keyboard, I mean on the table.

[00:19:54] John: I'm sitting here doing this thinking during this whole time. I mean, look, I mean, if you have a single offer that you're single product that you're offering, then , you could probably side with the offer. Doesn't really change. The copy changes to reflect the offer. But if you have multiple SKUs, Now you've got a different animal, right?

[00:20:10] John: And some of our clients have 500 skews, In which case you're going to have a whole heck of a lot of potential different offers. Though all, most, all offers though, I think they have a framework, that we operate around. But to Lynn's point, I think it. Changes based on the needs in a specific part of the funnel.

[00:20:29] John: That's as well said as I'd ever heard it, Lynn, when I read your definition of it. We've talked a lot about what an offer is or potentially is. What are like some common offer mistakes that you see? We already mentioned premium, already mentioned delivery details guarantees. I am always either saying, Hey, you need guarantees, or This guarantee needs a name,

[00:20:51] John: It needs a little bit better copy. I have some frameworks that I love for that, for basically preframing and reminding them of. Success FAQs, subjection busting. If you're not doing it in the copy, having those FAQs helps commodity naming and commodity positioning. Not having unique mechanism that like makes your differentiated not having a great name.

[00:21:12] John: , . I don't know. I think of a really generic name, , 30 day weight loss program. Everybody has a 30 day weight loss program. What makes yours different? If I Googled, give me a 30 day weight loss program, I'm gonna find a hundred of those that are free. Probably a portion that are more compelling and have more proof and all that kind of stuff.

[00:21:29] John: Having that unique naming, yes, it's kitchy, but we do it for a reason. know, , we do it for differentiation. , . Yeah, I think some of those things, what would you add? I have more, but do you have any Erin, that you're like, add this. My two primary things when it comes to offer is just clarity.

[00:21:43] John: What the heck is that you're offering, right? Again, it kind of goes back to the beginning of our meeting here and that if you don't know. Your offering, you can't build excitement around it. And if it's weak, if it's a weak offer, now how do you build it up? Right? if the offer just isn't ever going to work, you want to know that right now as fast as humanly possible, How do you test an offer and how do you get it approved, disapproved, as quickly as humanly possible as number one, For me, but on the back, this is a bit of a sidebar, so if it is offer specific, but it's mostly the checkout page, Once you get someone on that checkout page, abandon carts, I'm gonna bet you dimes to dollars.

[00:22:22] John: That the biggest abandoned cart reason is lack of testimonies on that page. I said that and really boring. Like featureless with no Benefit language. Yeah. I mean, in my little copywriting side of the world, I want all that excitement that got them there to continue through purchase.

[00:22:41] John: Yep. That's often missing when I do offer reviews and campaign reviews about every. Proof is almost always just across the board. And , there's lots of different types of proof, but it's almost always lacking. But , where it's not lacking substantially. Let me tell you where it's never lacking.

[00:22:58] John: In a direct mail piece that you open, Because in that offer spread, you're gonna have everything. You're gonna have all the supplements, you're gonna have all the fruit reports, you're gonna have all the ancillary things that you can offer, and then you're gonna have testimonies everywhere.

[00:23:13] John: And that offer spread is what creates the whole product the whole offer. In the digital world, but it is long copy . Right. But it works I think that's the hard part with, what we're doing with ads and TikTok and whatnot, we need to be concise. But at some point, somewhere in the nurturing journey, there has to be copy, there has to be proof, there has to be those psychological triggers, and we aren't writing long copy and putting these things in just to see our words on the page.

[00:23:40] John: to your point, there are a psychological and emotional. why these elements exist and why they were, how long are direct mail packages? It could be anywhere from a front and back page to a mega log that could be 32 pages long, Some of 'em longer than that, you're not going out and spending digital dollars. You're spending, , print dollars. We're talking about a serious chunk of change now, . but they would not dare make the mistake that most digital marketers make when it comes to their offer on the back end, when it comes to the order side.

[00:24:09] John: Yeah. Pulling on that thread a little bit, Aaron, what are the top things that a digital marketer can learn from a direct mail market? Dude, let me tell you something. I am a digital marketer today because of direct Mel, And digital marketing is where speed happens, right?

[00:24:24] John: Direct. Mel is still king of the hill. when it comes to roi, I mean, every direct mail company out there that knows their stuff has got their free lead magnets out there showing how, and I've got 'em in mass if you care to see them. How Digital marketing, I mean how a direct mail outperforms email, outperforms digital marketing performs app forms, app form.

[00:24:47] John: Why does it still, is the 90% open rate still apply to direct mail? Yeah, it does., why, I mean, how many emails are gonna get a day, right? And how many, what's the average email open rate? 1820 5%. But how many times does that mailbox open a day? then you're gonna open that mailbox and you're gonna physically put your hand on it, and then you have to decide, do you keep it or trash it, but at least you get a shot.

[00:25:10] John: and this is where Gary Bin Vega's words always ring true. And this is one of those things, Tom, that the digital world can learn from a classic, brilliant copywriting man who learned, who earned his way through, , direct mail, And that as you make your offer itself, your advertisement itself, your direct mail piece itself, and if you can make all of those valuable, then you don't get 'em tossed as much, I would say the very first thing a digital marketer could do that could learn from the world of direct me is to make your ad itself valuable. Entertaining anything you can do to get somebody to hang around, , another 60 seconds. But with intent, I mean, I think that's what is often missed is value, but with the right intent.

[00:25:56] John: , entertaining wrong people is great. It's eyeballs, but if they don't have the intent and they're not gonna pull through, you've just wasted. Time, money, effort, , audience, and that's the hard part, right? Is how to do all of these things at once. How to induce curiosity and entertainment and add value.

[00:26:16] John: Also not, , looking like you're selling, , sham. Wow. Right. , like, how do we do? Although I did read a thread the other day about how info marketing ads work for older demographics. That was fun actually. It kind of brings us, back to, , what can direct what can digital marketers learn from direct mail?

[00:26:34] John: Well, what can, , direct mail, learn from digital marketing, You can learn what works fast, cheap, and then put it in direct mail. instead of uh, trying to spend thousands and millions of dollars on a direct mailpiece without it being tested, you can test it really quick online.

[00:26:47] John: We're coming up kind of on the end here. What are some of the last thoughts? and you could go for a little bit here if you have specific things you wanna talk about. Just make sure you're clear on your offer. Once you're clear on your offer, then make, sure that you maximize your offer through good copy.

[00:27:00] John: Once you have a good offer, the very next thing, here's your order, You gotta have your offer down, But then to get your offer down, you gotta know who your list is, it's typically considered list offer, headline. In which case you can kind of build a framework but you gotta know who, where you're starting from.

[00:27:14] John: I would say, based on my experiences, you know, , reviewing offers for our clients. And, all the offers I've worked on is that if your marketing isn't working, if your advertising isn't working, I have not yet reviewed an offer in a campaign where the offer couldn't be st.

[00:27:30] John: There weren't at least five things that were critical, that were missing, , guarantees, proof, premiums, poor naming. It is just , essential. I would love to see more brands reviewing their offer before they scale, before they scale traffic or right as soon as they notice problems, because, , an offer that might have worked.

[00:27:49] John: Five years ago really won't work today. And you have to keep refreshing these things., the saying and direct responses that offers wanna die . And it's true. You have to keep optimizing and refreshing and you have to have all the elements there. I think, , on top of all the, the things that we do and, the levers we can pull in media buying.

[00:28:07] John: Offers are still where it's at. There comes a point where we can only optimize so much, and if the offer isn't where it should be. it's just not gonna work. Well, thanks Aaron and Lynn for joining us on this offer Round table . If you have questions about your offer or wanna inquire about working with tier 11 reach out@tiereleven.com and we have a little form that you can fill out and we'll hop on a call and talk about seeing if we can work with you on any part of your buying funnel.