Campaign · Facebook & Instagram
The Barrier to Entry campaign.
Case Study
The Motley Fool is one of the world's top-ranked investing newsletters. My focus: turning cold prospects into Stock Advisor members; the flagship subscription that anchors the entire business.
I started as one of four writers on the front-end acquisition team. Over time, I became the primary writer, responsible for VSLs, landing pages, squeeze pages, paid ads, pitch copy, and full email campaigns. At peak, my copy was directly driving up to $16M in annual revenue.
Overhauled the end-to-end email experience across multiple product lines, from subject lines and preview text to full campaign sequences.
Wrote and filmed video ads... including a 29-minute VSL (video sales letter) shot and scripted entirely in-house.
Concepted and wrote the Barrier to Entry campaign: a Facebook and Instagram ad series that turned the audience's own objections into the hook.
Built squeeze pages, lead magnet landing pages, and full sales pages. Managed Google and Facebook ad copy and creative strategy.
I scripted and appeared in long-form VSLs for The Motley Fool's Real Estate Winners and Stock Advisor products, including a 29-minute conversion video that drove significant subscriber volume.
From urgency-driven promotional emails to new subscriber welcome sequences, every message was written to move someone from "maybe" to "yes." These are samples from live campaigns across Stock Advisor, Real Estate Winners, and the Epic Bundle.
Click any email to read the full copy.
Wrote and managed Google search ad copy for the Real Estate Winners REIT campaign; running multi-variant headline tests to optimize click-through rate and cost-per-acquisition.
Individual copy samples: emails, pitches, and long-form ads written for specific promotions. Click any to read the full piece.