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 current dialog, he addressed his keys to profitable product copy, frustration with Meta, and migration to X Advertisements.
Your entire 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 electronic mail and retention marketer. I assist ecommerce manufacturers craft higher messaging to develop income and scale their companies. I based an company known 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 type. I began stepping into X Advertisements out of necessity after I was having points with Fb.
We’re a small group at Orzy, a boutique. We prefer to go deep with our purchasers. Good copy could 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 persona will assist win customers’ mindshare. To enhance copy, you must 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 purchasers’ advert campaigns. You’re doing nicely with X Advertisements.
Orzechowski: I used to be initially skeptical. For a very long time, folks have mentioned to not waste time on Twitter. That was pre-Elon. The platform was wonky again then, nevertheless 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 assist. 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 have been getting 10 million or extra impressions.
HexClad, Ridge Pockets, and different massive DTC manufacturers have been operating adverts on X. I believed, “These are massive, profitable corporations. The folks operating these adverts will not be idiots. There’s a purpose they’re doing it.”
I began experimenting with a number of campaigns. They have 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 chunk of content material, including some focusing on parameters, after which increasing the variety of impressions. Now I handle X campaigns for a number of purchasers. They work fairly nicely. There’s some nuance. It’s completely different from Meta.
Meta has many information factors. They know who your individuals are. Nonetheless, the draw back is that manufacturers get capped out with the quantity they’ll spend. They will’t push it any larger in a worthwhile approach. With X, you may have extra room to run as a result of you possibly can select the focusing on parameters. It’s like Google Advertisements or direct-mail listing rental again within the day. You possibly can create comparable listing 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 key phrases 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 may get many individuals, is important. You need no less than a number of hundred thousand, if not 1,000,000, inside your focusing 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 Advertisements has a characteristic known as Optimized Concentrating on. It makes use of information from a marketing campaign and its focusing on parameters after which expands and assessments 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. An excellent 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.
