The two ad variations below for Shopify have been running frequently the past two months. The only difference between them is the switch-off in messaging. One...View More ad uses the headline "Many a false step was made by standing still." (a chinese proverb) with the subhead "Be your own boss" while the other uses the same copy, but makes the subhead, the headline & vice-versa. The copy isn't necessarily sensational, but it's a good a example of simple split-testing that could have a significant impact. It's also an example of using copy rooted in different emotions. One is focused on the consequence of inaction (the proverb) & the other is rooted in the idea of "freedom". Additional fun fact: the quote "many a false step was made by standing still" was notably used in Tim Ferriss' 4 Hour Work Week.