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STOP ignoring angles! (47)

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Prologue.

This week I tested a new angle. It bombed, was in the red. However I tried to take a positive out of that campaign, I found the lander had a decent CTR. So next I tried the same kind of offer, with the same layout lander, but with a different angle. It destroyed, it turned into a $16,000+ day campaign within two days.

Chapter 1 - "The Awakening".

Over the past few weeks I have been coaching Team ASP for The F5 Hunger Games. At the start we were discussing angles, I was very surprised to find that not many people put much focus on angles.

What do I mean by a "different angles"?

Lets say you have an iPad giveaway offer, some angles for that are; weekly winner, quiz, survey, or a simple iPad giveaway.

For dating, some angles are; exclusivity, privacy and niche appeal.

Every single offer that uses a pin submit as a form of monetization is leveraging a different angle; ringtones, quizzes, giveaway, battery offer, dating, wallpapers.

The beauty of split testing angles is in most cases you don't need to redesign a whole new lander around it. You just need to switch up the copy.

Chapter 2 - "Unfashionable".

After giving feedback to quiet a few campaigns. I've noticed some trends. Most affs prioritize their split tests like this:

- make a couple of ads.
- make one lander/angle.
- check results.
- split test a different lander titles.
- split test lander images.
- check results.
- make a few more different ads.
- check results.
- split test call to action buttons on the lander.
- check results.

Usually by that point affs would either pack it in because they aren't profitable, or will be happy that they are profiting and try to spend more.

I'm not saying that strategy is completely wrong...

However a strategy that has worked very well for me goes a little like:

- make a few ads.
- make one lander/angle.
- check results.
- If profitable or break even, if losing split test with a different angle.
- check results.
- make a few more ads.
**Only until I am break even or profitable, I will start changing minor things on my landers.

Yes that does mean a more effort off the bat, but the pay days and margins make it all the more worth while.

Chapter 3 - "Resurrecting The Dead".


Thinking up angles don't only apply to new campaigns. Numerous times I have revived "dead" campaigns by flipping the angle on that shit.

STM guide examples:

Enhance rebill campaign with male perspective died. Resurrected with female perspective. That started dieing. Resurrected with scientific twist.

Music quiz ringtones campaign died. Resurrected with movie and tv show themes.

Daily deal "70% off" campaign died. Resurrected with focus on low prices instead of discounts.

Pet campaign "Get a dog training job" died. Resurrected by focusing on potential wages and not the actual job.

Battery app campaign "Improve your battery life" died. Resurrected by focusing on not letting peoples batteries die.

I could go all day!

Chapter 4 - "It's All You".


Some of you already now this, only a few will act. Don't excuse yourself from not doing it because you don't think you are creative. Google is one click away.

I'm not writing this for the sake of writing. It's something that I focus on a lot with my personal campaigns.

I know my Hunger Games crew started to financially see the benefits of taking time to understand and implement different angles.

Angles are your friends, but some of you are ignoring them. Learn to love them, and they will love you back and pay you in USDs.

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That's a really good one Lo! Noted and will apply what you shared here!

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Awesome read, thank's for putting this together
If you find the time to add couple more examples, just for the sake of having more food for brain it'd be cool!

You may or may not know, this is a well documented psychological phenomena, people are lead to take action to avoid losing something than rather gaining something. So showing a non-loss is better than showing a win oftentimes. Really surprised you came up with that one

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The man speaks truth.

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Do you mean split test different angles in your ads ? So you design new landers (copy only) for those angles?

So the difference here is you focus on copy angles and you don't modify lander design/CTA/images until later?

Hope to see more learnings from the hunger games, so that non-participants can benefit too

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@bangkokbaby - Yep change angles on your landers too. Correct focus on angles, design, cta and images are tests I make further down the line.

Haha yes yes, more learnings are coming from the group. One thread at a time!

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I don't mind dem USDees

Good post my lord, good post!!!!

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that explains lots of "why's" for me..i was always wondering whats in their for me when everyone have already milked the offer to death? but at he same time "why" its working for others after such a long time? Hungry for more.

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Thank you for the examples you share Lorenzo.
I do exactly the same thing, testing angles first, then testing headlines/CTA/images etc.

It means a lot more work but most of the time, I'm very surprised to see how the results can be different from one angle to another!

I think it's easier to work this way so you're not always asking yourself "what could happen if I was testing this angle... Am I losing money and my time because I'm always pushing the same angle?"

And more important: it's funnier to work this way

I've found out that the main barrier when I want to work like this is the lazyness when it comes to LP design and copywriting.
That's why I use KISS as much as I can and I spend the minimum time that is necessary on technical stuff

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$16000 a day OMG!!! When would be the day when I will make that haha

Anyways what I wanna ask is how can we think of new angles ? For example am doing POF and so far every angle has been tried by other affiliates so I dont think any new angle could come off the bat but would like to hear your thoughts ?

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@vipinext - I will bet my bottom dollar that not every angle has been tried by other affiliates on POF.

Like ironman said above look at what angles are out there and figure out "why" they work. From there you will be able to spawn more angles than you can cope with.

Is the angle exclusive (limited access).
Is the angle public (date people you already know, lots of options)
Is it a male perspective
Is it a female perspective
Is it formal
Is it casual
Is it niche
Is it broad.

If my maths serves me right that is 24 different angles. I'm sure after you start picking apart the angles that are out there at the moment you could come up with 100 more.

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Great will take a new perspective now when I will use spy tool next time, until now I was just using that to find out what works and copy that only not word to word but with a little twist in ad copy and title? Can we say it a new angle ?
And one more thing what do you think could be best for starters, just to copy what others are doing or to create new angles?

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Look at stuff people CARE, PASSIONATE, HATE etc about and you will always find angles to make money.

Cashvertising.

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Thanks Lorenzo, fantastic post. I am using your approach as well - just create ads + landers for one angle, and if it lose money I will test another angle. However I have not make it big yet, probably I am not confident enough with this strategy... Now with your sharing, I am telling myself to stick with it to test more angles, because even super affiliate is using it everyday! Thanks again.

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Wow never thought it like that!!!

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Ha ha ha. its really interesting. LOL i will definitely start applying these
LOL there are always new angles out there. you just have to find them

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Sick Post Mr. GREEN!

This is gold for a new guy on tha block like me!

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Great post Mr. Green! I like the format of the post like a mini book with the use of cool illustrations.

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Great post. Hope to see more stuff like this from the ≈Hunger Games

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You are right. With the amount of targeting we offer to affiliates, there are more unexplored angles than exist today. People haven't even started to scratch the surface of what could be on POF!

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I love this approach to campaign building.. When building my ads I like to put myself into the brain of the person sitting on the other side of the screen.. I ask myself 'What is their frame?'

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I have used this concept in the past and it worked wonders. An example of one I used was on a bizop offer where all the competition was using terms like " Stay At Home Mom earns 500$ per week from home" or
Jill made 5k last month from home, find out how!" and others would use astronomical hourly wages like " Earn $85 an hour working from home"

I decided for the twist that I would instead focus on realistic earnings that more people would think feasible and wrote my ad as " Mr. Dingleberry earns $19.63 an hour working from home"

Not only did i start crushing the competition but just from this different angle that everyone else was using my CTR and Conversion rates went through the roof.

Then everyone in their brother stole my ad copy and saturated the angle. Now if you look on espn or any of the other pulse360 properties some people are still using that angle. Although spending a lot more for less roi, but the point is if you can come up with a new angle, you need to roll it out, test it and then scale it fast. Make your 5-6 figures then get thinking of a new angle cause everyone will be rolling with your ideas soon enough

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Green, that's interesting. Why don't you split test the angles right away?

If the angle is the biggest factor (which it often is I've found), then why don't you do it like this:

ad 1 (angle 1 copy) goes to lander 1 (angle 1 copy)
ad 2 (angle 2 copy) goes to lander 2 (angle 2 copy)
etc.

Assuming 3 creatives in this example.

Wouldn't you jump the first 3 steps doing it that way, and find the profitable angle that much faster, and with proper week parting?

Or did you pretty much say that and I missed it?

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^^ It's for the sake of speed. I don't want to commit to much time into an initial test. I'm not saying your strategy is wrong at all, it's just a personal choice of mine.

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Great stuff as per Señor Green.

Just for the sake of clarity around what you would consider an angle to be, I wondered if you could give some examples of the sort of shizz you might brainstorm of to split test for a dating offer that isn't a generic one like Be2. Say one targeted at single parents or jewish people for example? Would simply making the ad copy/lander targeted at one gender count to you as an angle or would you break it down further? What would be your process after you've decided that you're going to run one of those two offers?

Cheers in advance

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The angles I mentioned before in this thread still apply to niche campaigns.

For jewish people meet:

Is the angle exclusive (limited access to some of the finest kosher shikses).
Is the angle public (meet people from your Synagogue)
Is it a male perspective
Is it a female perspective
Is it formal
Is it casual
Is it niche
Is it broad

Research some Jewish lingo and have some fun with it.

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Oh fuck, totally glanced over that post earlier. Cheers though bawse, that makes complete sense.

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I am 100% guilty for this. Thanks for the wakeup call.

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The best thing about angles is they apply across the board, for every offer. Take a look @ popular trends to see if you can spot the next big wave of viral marketing. Once you got a campaign like that, it's pretty much unstoppable. Any niche, but especially dating, benefits from Angles. Thank you Mr. Green for bringing this to light !

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Bump. What an awesome post!

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Bump again for the new year. There's some gold in them there posts!

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Actually I read something the other day that came to mind when I saw this thread for the first time today.

Did you guys know that Tylenol has two different packages for cold and flu. Both packages contain the exact same product as the original Tylenol with the same ingredients.

Why would they have two different boxes in addition to the original packaging to promote the same product? Marketing Angles!

This is what I will use as a tool to get my brain firing next time I am trying to think of an angle.

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OMG "I accidentaly" implemented this in my POF campaign a week ago and I am seeing profits now.

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So I am bumping this to post to pose a question also because this post is awesome.

SO each ad copy is a angle or can multiple ad copy derived from an angle.

For example:

Game:
The world's best game and you're not playing?

Even my grandmother is playing this game

OMG! I can't believe Obama plays this game!

Don't be an outcast, Join your friends on here

OMG Shakira has the highest score on here, Can you beat her?

Charlie bit my finger is killing this game

(Psy) Gangnam Style dude has the highest score, Can you beat him?



All those ad copies would be considered and angle correct? If i where to change the wording would that make it a new angle.

By the way if anyone is doing gaming I don't know if these are good or not but feel free

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Multiple ad copies can be derived from a single angle. It's a bit of a grey area, but broadly, the angle is the concept behind the words rather than the words themselves.

For example, say you've had the idea that people might like to date hipster girls. That's the angle. You're trying to sell people on the idea that they can date hipster girls through Site X.

Ad copy could be

"Would you date a hipster girl?"
"Hipster girls: sexy or not?"
"Would you date a girl with ironically big glasses?"
"Want to date a hipster?"

etc.

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Oh man this is so perfect, best example. I might to print out a little pic of tylenol to remind me. Best part is i personally have all the types of advil, i'm a sucker for it all

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I went on a wine trail in Cyprus. And one vineyard the did the same thing.

They were selling the same wine, however depending on the country they exported to their labels would be MASSIVELY different. You couldn't tell it was from the same brand.

UK label was fun and casual, lots of colors.

Russia label was very luxurious looking and clean.

Same wine, but appealing to different minds.

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Great post, many useful things for me, thanks.

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Thanks for resurrecting this sick post, great one!

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I'm curious about exactly what you meant when you said "If profitable or break even, if losing split test with a different angle." It looks like something was left out after "If profitable"

Thanks!

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If profitable means that even if you are profitable you should keep testing.

It's still nice bumping a campaign from 100% ROI to 170% no

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That tagline made me lol. I love it hahaha.

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Enjoying reading this post and learning at the same time...Love it!!

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This is GOLD! Thanks.

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This is a great post and something I need to implement in my own business.

If there are other threads about angles and you know of them would you please post them, thank you

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I have started one thread about angles quite some time ago, check it out, it might give you some ideas : https://stmforum.com/forum/showthrea...for-new-people

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Thank you, I will check it out.

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