ClickFunnels is a new tool on the scene that is gaining a lot of popularity for it's ease of setting up, measuring & optimizing a sales funnel. For those...View More of you struggling to create own funnel, it's well-worth checking out. Below is the latest Facebook campaign ClickFunnels has been using since around April. The core of their pitch is that "Websites are dead & no longer work as effectively as they used to." This is a big, attention-grabbing claim which they phrase in their headline as "The Death of The Website". I've highlighted the "Is Dead/Death of" hook thoroughly on the site with other examples here: http://swiped.co/collection/death-ofis-dead-hooks/ Declaring a common way of doing things as "dead" is powerful & intriguing because it's an extreme statement that must have a strong argument to back it up. When we find something hard to believe, we have a natural inclination to be interested in hearing a strong case to prove it. People want to see exactly why ClickFunnels is so confident that such a big concept is "dead". More than that, website owners are likely to be extra interested. They may think something is wrong with their own website or that they may not be ahead of the curve. This creates a sense of urgency & sets up the pitch to introduce a better & newer alternative.
Free WebClass Facebook Campaign from ClickFunnels (Russell Brunson) Swiped in July 2015
The use of the word dead & death could come across as a bit negative. ClickFunnels does a great job of offsetting that association by using cartoon drawings. This disarms people & gives the ad a touch of humor.
In terms of testing & variation, notice how each ad keeps the same core concept & headline, but changes the description & photo.
In the first ad, the description is short & focused on urgency. In the second ad, it's longer & focused on the problem and then in the third ad, it's focused on what you will learn & the benefits of that learning.
Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!
Visit the archives of this swipe's source URL or view past screenshots of clickfunnels.com below.