{"id":1536021,"date":"2024-04-26T08:58:13","date_gmt":"2024-04-26T12:58:13","guid":{"rendered":"https:\/\/www.practicalecommerce.com\/?p=1536021"},"modified":"2024-04-26T17:25:48","modified_gmt":"2024-04-26T21:25:48","slug":"copywriter-shifts-to-x-ads-scales-brands","status":"publish","type":"post","link":"https:\/\/www.practicalecommerce.com\/copywriter-shifts-to-x-ads-scales-brands","title":{"rendered":"Copywriter Shifts to X Ads, Scales Brands"},"content":{"rendered":"<p>No one can accuse ecommerce copywriter Chris Orzechowski of mimicking others. In an era of image-heavy marketing emails, he prefers plain text. Amid the Facebook-Google advertising juggernaut, he favors X.<\/p>\n<p>Orzechowski is an 11-year writer and marketer, first as a freelancer and then, in 2020, at Orzy, the agency he founded. In our recent conversation, he addressed his keys to successful product copy, frustration with Meta, and migration to X Ads.<\/p>\n<p>The entire audio of our discussion is embedded below. The transcript is condensed and edited for clarity.<\/p>\n<div id=\"buzzsprout-player-14942569\"><\/div>\n\t\t\t\t <script src=\"https:\/\/www.buzzsprout.com\/1995667\/14942569.js?container_id=buzzsprout-player-14942569&amp;player=small\" type=\"text\/javascript\" charset=\"utf-8\"><\/script>\n<p><strong>Eric Bandholz:<\/strong> What do you do?<\/p>\n<p style=\"padding-left: 30px;\"><strong>Chris Orzechowski:<\/strong> I&#8217;m a copywriter and an email and retention marketer. I help ecommerce brands craft better messaging to grow revenue and scale their businesses. I founded an agency called Orzy Media in 2020. Before that I was a freelancer for seven years.<\/p>\n<p style=\"padding-left: 30px;\">I&#8217;ve worked with many direct-to-consumer companies. Over the past 11 years, I have written for Carnivore Snax, Perennial Pastures Ranch, Rich Dad Poor Dad, and Filippo Loreti.<\/p>\n<p style=\"padding-left: 30px;\">I specialize in copy-heavy plain text and story-driven emails that differ from traditional poster-style versions. That&#8217;s my signature style. I started getting into X Ads out of necessity when I was having issues with Facebook.<\/p>\n<p style=\"padding-left: 30px;\">We&#8217;re a small team at Orzy, a boutique. We like to go deep with our clients. Good copy will have a story and vivid descriptions, which I call dimensionalization. When folks read the product description, they don&#8217;t care about the features. They care about how it will improve their lives.<\/p>\n<p style=\"padding-left: 30px;\">There are millions of ecommerce stores. How can a single store stand out? The marketing, the copy, the voice, and the personality will help win consumers&#8217; mindshare. <a href=\"https:\/\/www.practicalecommerce.com\/help-for-mediocre-writers\">To improve copy<\/a>, you have to be curious.<\/p>\n<p style=\"padding-left: 30px;\">Part of it is immersing yourself in the industries you work in and seeing what everyone else is doing.<\/p>\n<p><strong>Bandholz:<\/strong> Orzy manages clients&#8217; ad campaigns. You&#8217;re doing well with X Ads.<\/p>\n<p style=\"padding-left: 30px;\"><strong>Orzechowski:<\/strong> I was initially skeptical. For a long time, people have said not to waste time on Twitter. That was <a href=\"https:\/\/www.practicalecommerce.com\/is-musks-twitter-a-marketing-opportunity\">pre-Elon<\/a>. The platform was wonky back then, but it&#8217;s since improved.<\/p>\n<p style=\"padding-left: 30px;\">I got started on X because I was frustrated with Meta. I got locked out of my account for over a year. I couldn&#8217;t talk to anyone at Facebook support. I opened a new account, but still had trouble. I decided to explore other avenues and zeroed in on X. I noticed some brands&#8217; ads were getting 10 million or more impressions.<\/p>\n<p style=\"padding-left: 30px;\">HexClad, <a href=\"https:\/\/www.practicalecommerce.com\/ridge-wallet-ceo-aims-for-1-billion-exit\">Ridge Wallet<\/a>, and other big DTC brands were running ads on X. I thought, &#8220;These are big, successful companies. The people running these ads are not idiots. There&#8217;s a reason they&#8217;re doing it.&#8221;<\/p>\n<p style=\"padding-left: 30px;\">I started experimenting with a few campaigns. They were cheap. Some had 38-cent CPMs and 25-cent CPCs.<\/p>\n<p style=\"padding-left: 30px;\">I started experimenting with my book, the lead magnet for my services. I was getting leads. It&#8217;s just taking a piece of content, adding some targeting parameters, and then expanding the number of impressions. Now I manage X campaigns for several clients. They work pretty well. There&#8217;s some nuance. It&#8217;s different from Meta.<\/p>\n<p style=\"padding-left: 30px;\">Meta has many data points. They know who your people are. However, the downside is that brands get capped out with the amount they can spend. They can&#8217;t push it any higher in a profitable way. With X, you have more room to run because you can choose the targeting parameters. It&#8217;s like Google Ads or <a href=\"https:\/\/www.practicalecommerce.com\/direct-mail-replaces-facebook-for-barbeque-seller\">direct-mail<\/a> list rental back in the day. You can create similar list universes within the targeting parameters of X.<\/p>\n<p><strong>Bandholz:<\/strong> On X, is it better to build on keywords, content, or demographics?<\/p>\n<p style=\"padding-left: 30px;\"><strong>Orzechowski:<\/strong> It&#8217;s a bit of all three. Demographics are big. We layer on <a href=\"https:\/\/www.practicalecommerce.com\/category\/seo\/keyword-research\">the keywords<\/a> and the follower lookalikes. We choose 10 to 30 profiles, and X will generate a lookalike audience based on the profiles&#8217; followers.<\/p>\n<p style=\"padding-left: 30px;\">Finding good follower lookalikes, where you can get many people, is critical. You want at least a few hundred thousand, if not a million, within your targeting pool. Unless you&#8217;re a higher-end B2B SaaS company and have just 5,000 potential customers. Then you might want to target some smaller, high-end profiles.<\/p>\n<p style=\"padding-left: 30px;\">X Ads has a feature called Optimized Targeting. It uses data from a campaign and its targeting parameters and then expands and tests it on different pockets of users.<\/p>\n<p style=\"padding-left: 30px;\">An easy way for brands to get started on X is to roll out a successful campaign from Meta. Static ads on X tend to get more impressions. We&#8217;ve <a href=\"https:\/\/www.practicalecommerce.com\/ai-tools-to-create-social-media-videos\">made video<\/a> work, too. A good video demonstrates the product and describes it in an attention-grabbing manner.<\/p>\n<p><strong>Bandholz:<\/strong> Where can folks follow you?<\/p>\n<p style=\"padding-left: 30px;\"><strong>Orzechowski:<\/strong> My agency is <a href=\"https:\/\/www.orzy.co\/\">Orzy.co<\/a>. &#8220;<a href=\"https:\/\/www.amazon.com\/Moat-Durable-Profitable-Commerce-Forever-ebook\/dp\/B0CTKPLDNZ\/ref=sr_1_1\">The Moat<\/a>,&#8221; my book for growing brands, is on Amazon. I&#8217;m <a href=\"https:\/\/twitter.com\/chrisorzy\">@chrisorzy<\/a>\u00a0on X. I&#8217;m also on <a href=\"https:\/\/www.linkedin.com\/in\/chris-orzechowski-b5531823a\/\">LinkedIn<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Chris Orzechowski, an ecommerce writer and marketer, grew frustrated with Meta. Then he switched to X.<\/p>\n","protected":false},"author":718,"featured_media":1536024,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_wp_rev_ctl_limit":""},"categories":[58300],"tags":[30006],"class_list":["post-1536021","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media","tag-podcasts",""],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.2 (Yoast SEO v25.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Copywriter Shifts to X Ads, Scales Brands - Practical Ecommerce<\/title>\n<meta name=\"description\" content=\"Chris Orzechowski, an ecommerce writer and marketer, grew frustrated with Meta. 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