Play it Again, Sam
During the years of publishing this newsletter, I’ve noticed some advertisers swap out their creative each and every time it runs. The thinking is the same offer will draw fewer response rates the second and third time out, otherwise known as “offer fatigue”.
On the other hand, many savvy advertisers in this newsletter will run the same offer repeatedly, especially if it worked well the first time out. Typically, it pulls well continuously for a good few weeks. Why?
Well, there are hotliners who haven’t seen the offer before. These are people who subscribed to the newsletter in the past 30 days. There are also people who saw the offer previously but weren’t ready to click just then, and now they are. There are also repeat clickers who respond to the offer a second time because they are very interested in what’s being presented and want to inspect it again.
The lesson here is to not retire offers before their time. If you have a winner, stay with it until the rates decline, then invest in a new offer, or new copy for the same offering. LC
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