Nobody can accuse ecommerce copywriter Chris Orzechowski of mimicking others. In an period of image-heavy emails, he prefers plain textual content. Amid the Fb-Google promoting juggernaut, he likes 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 latest dialog, he addressed his keys to profitable product copy, frustration with Meta, and migration to X Advertisements.
The complete audio of our dialogue is embedded under. The transcript is condensed and edited for readability.
Eric Bandholz: What do you do?
Chris Orzechowski: I’m a copywriter and an electronic 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 focus on 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 Advertisements out of necessity after I was having points with Fb.
We’re a small workforce at Orzy, a boutique. We wish to go deep with our shoppers. Good copy can have a narrative and vivid descriptions, which I name dimensionalization. When people learn the product description, they don’t care concerning 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 and marketing, the copy, the voice, and the character will assist win customers’ mindshare. To improve 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 Advertisements.
Orzechowski: I used to be initially skeptical. For a very long time, folks have stated to not waste time on Twitter. That was pre-Elon. The platform was wonky again then, however it’s since improved.
I obtained began on X as a result of I used to be pissed off with Meta. I obtained locked out of my account for over a 12 months. I couldn’t discuss 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 Wallet, and different massive DTC manufacturers had been operating adverts on X. I believed, “These are massive, profitable corporations. The folks operating these adverts usually are not idiots. There’s a motive they’re doing it.”
I began experimenting with a couple of campaigns. They had been low cost. Some had 38-cent CPMs and 25-cent CPCs.
I began experimenting with my e-book, the lead magnet for my providers. I used to be getting leads. It’s simply taking a bit of content material, including some focusing 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 totally different from Meta.
Meta has many information 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 larger in a worthwhile approach. With X, you could have extra room to run as a result of you may select the focusing on parameters. It’s like Google Advertisements or direct-mail record rental again within the day. You’ll be able to create related record universes inside the focusing 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 massive. We layer on the keywords and the follower lookalikes. We select 10 to 30 profiles, and X will generate a lookalike viewers primarily based on the profiles’ followers.
Discovering good follower lookalikes, the place you will get many individuals, is vital. You need at the very least a couple of hundred thousand, if not one million, inside your focusing on pool. Except you’re a higher-end B2B SaaS firm and have simply 5,000 potential clients. You then may wish to goal some smaller, high-end profiles.
X Advertisements has a characteristic referred to as Optimized Focusing on. It makes use of information from a marketing campaign and its focusing on parameters after which expands and exams it on totally different pockets of customers.
A straightforward approach for manufacturers to get began on X is to roll out a profitable marketing campaign from Meta. Static adverts on X are inclined to get extra impressions. We’ve made video work, too. A great 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 e-book for rising manufacturers, is on Amazon. I’m @chrisorzy on X. I’m additionally on LinkedIn.
