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FBM Digest #94: Ad examples to boost CTR, 5 must-have email sequences, and much more...

Lee Chapman

Lee Chapman

FBM Digest #94: Ad examples to boost CTR, 5 must-have email sequences, and much more...

After the 90f (32c) wedding last newsletter, I'm in a far more relaxed location this week (see the photo at the bottom for my current view).


And, I've found you a few more nuggets which I think you're going to like.

So, let's dive into those now...


Showcasing the benefit of your product or service and showing how you're different from the rest of the world can be difficult.

Luckily, Andrea Todorova created these very ad examples which cover the main points: 

Problem-solution awareness

A side-by-side comparison of your product and your competitor's product can help showcase the main difference (i.e. your product’s superiority) at a glance.

Pose questions to encourage reflection and critical thinking. Lead them to the desired conclusion: Realization that there’s a better way. Finally, promise them a benefit or positive outcome to entice them to click through.


Resource download

Pose a question in the visual’s headline to spark curiosity. The question itself should hint at the possibility of a change for the better with your product.

Use powerful illustrations that bring your headline to life. Complement them with bold colors for a scroll-stopping, engaging ad.

In the CTA, use a catchy line to highlight the change you imply. Use literary devices to make it stand out.


Book a demo

Use an impactful fact in the ad visual to create FOMO. Then, emphasize the benefits of choosing the new solution to amplify fear, encouraging them to take the next step.

Include photos of people to complement the text and add visual interest.

Start free trial

Make your case against the substitute solution using a humorous metaphor. Make your graphic memorable, modern, and engaging. It should be in line with the change and improvement you’re promising.

Don’t forget about clarity. State your product category, call out your buyer persona, and specify your offer. Otherwise, the prospect can easily get lost in the metaphor.



On a scale of 1 to 10, how is your marketing doing?


If you're wanting to run ads but are worried they wont do well or you're running ads and you know they can perform better...


Have a look at some of our marketing experts here and read their reviews. They'll get those customers flowing to you in no time!


If you want your ads to look better, check out our graphic designers here. They can make your content look incredibly professional.


(You can also reply to this email, tell me what you're looking for and what you want to spend and I'll send you the best people for the job.)





I came across this post on X by @JeanineSuah. If you're a fan of the Law of Attraction, I think you'll like this...

Effective copy, content, and strong positioning are just a modern-day brand's version of the Law of Attraction.

For shits and gigs, let’s call this the Law of Business Attraction.

You get what you put out.

Put out value-focused content that speaks directly to your people. 

Get a pipeline of people (over time).


2 examples of this:

1. In 2020, all my content was about helping Black founders get funded.

- That’s what I was passionate about.

- Majority of opps I received aligned with that.

- Speaking engagements, podcasts, interviews, etc.

But I didn't want to be known just for that.

I wanted to create ideologies, not just speak out against injustice.

2. In 2021, I pivoted to community and making VC stuff fun and accessible

- The inbound opps then shifted accordingly.

- I was offered a role at Brex as a result of my content

- While at Brex, 90% of my leads were inbound

TL;DR I'm bullish on content and Key Opinion Leadership for this reason.

As a thought leader and brand, you can dictate who and what comes to you.

You can create strategic growth channels.

And if you get really good at it, you'll be surprised at the opportunities that find their way to you.







Marketing expert Arunima spent weeks analyzing successful email sequences and found that these are the 5 every business must have:

1. Onboarding sequence

Purpose: Onboard a user, take them through your trial, and aim to convert them:

  1. Email one: Welcome. Share key features, give them a task, and share some brand information.
  2. Email two: How to use the product, and guided tour.
  3. Email three: Results-based case study.
  4. Emails four and five: Educational. This could be a pro tip or product information.
  5. Email six: Trial expiring notification and case study.
  6. Email seven: Trial expiring and CTA.


2. Engagement sequence

Purpose: Engage an existing user:

  1. Product updates or monthly updates.
  2. Educational content.
  3. Customer success story.
  4. Feedback requests.
  5. Seasonal campaigns.


3. Abandoned cart sequence

Purpose: Converting a user, or getting information as to why they didn’t buy. Send five emails at most. If they don’t convert in five days, they likely won’t.

  1. Reminder: Just remind them they left something in the cart.
  2. Offer (within 24 hours).
  3. Social proof (within 48 hours).
  4. Limited time offer (within 72 hours).
  5. Final reminder (within five days).

4. Sales sequence

Purpose: Convert a lead into a trial user.

  1. Get them to open the email with a lead magnet. Introduce yourself and tell them what’s coming next.
  2. Education, walkthrough, and social proof.
  3. Offer.
  4. Objection handling, offer, and social proof.
  5. Final offer and social proof.


5. Customer feedback and testimonial

Purpose: Gather stories from existing customers.

  1. Ask for feedback from customers.
  2. Success story: Thank them for using your product, and ask share their story. Most people don’t want do it because it requires time, so make it as easy as possible for them.
  3. Remember to always provide value upfront in your email sequences before making an ask or pitching!






I really like the funnel I've found for you this week for 3 reasons:

1. The design is very clean, it's a great one to hack

2. It hits all of the marks a good landing page should

3. But, it also provides a great learning opportunity


Because, while I love the design, I'm not 100% sure what they do.


think I know...

But I can feel how that layer of doubt is curbing my enthusiasm for the offer. For some reason, I feel like a tag line under or around the logo would clear the confusion. 

Check out the landing page here and let me know what you think.






"Price must match social proof. You can't sell a $100K branding package to an enterprise with a $2K case study for a local business.

Instead work your way up one case study at a time. If you aren't willing to be patient, stop running a business. a

- Nick Abraham


That wraps up another newsletter! Have a great weekend, and I'll see you back here in two weeks. If you need anything from me, feel free to reach out.


Couple more hours work

and I'm heading to the