Key Takeaways

• Newsmax has a thorough understanding of their market, created a membership around the age of their market & then marketed the membership by asking people how old they are. If they viewed their audience more broadly, they wouldn't have been able to come up with this campaign. It's the result of knowing their market & creating specific, congruent messaging across the board.
• Let's say you are an American born before 1965...would this ad peak your curiosity? Calling out a specific type of person means you are going to completely alienate some, but really grab the attention of people who do fit the description.
• There is a very simple formula for success here: instead of going broad, create a product or service for a very specific group of people. Because you're going specific, it makes sense to create ads that call out your likely buyer like Newsmax did. If they click, you know they're going to be a good lead and relate to your product. When your audience is a decent size & you know where to find them, this approach could be very profitable for you.

Analyst Spotlight

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!