In the campaign below, Frank is selling a private event he's holding in San Diego. You'll notice that the copy in each of these ads is identical. He's only testing...View More different photos. Two of the photos are just of him and the other two include a well-known guest (possibly implying they may be at the event). In the body copy, Frank hits on three key aspects that make this event desirable. 1. He will work with them "hand-in-hand" on their business 2. There will be a "small group" of entrepreneurs and 3. He will be sharing information that he's tested with great success. This is a great formula for selling an event: offering personal access/help, having a small, exclusive group & sharing insider information the expert has used successfully. Frank continues to explain the information he will divulge, exceeding the allotted amount of body text & creating a cliffhanger (reason to click), which he is known for. Lastly, pay attention to the action-based language at the bottom of the ad - he uses the phrase "Click Here" twice.