No one is accusing e-commerce copywriter Chris Orzechowski of copying others. In an age of image-heavy marketing emails, he prefers plain text. Among the advertising giants Facebook and Google, he supports X.
Orzechowski has been a writer and marketer for 11 years, first as a freelancer and then at Orzy, the agency he founded in 2020. In a recent conversation, he talked about the keys to successful product copying, his frustrations with the meta, and his transition to X Ads.
The entire audio of our discussion is embedded below. The transcript has been condensed and edited for clarity.
Eric Bandholz: What is your occupation?
Chris Orzechowski: I’m a copywriter and email and retention marketer. I help e-commerce brands create better messaging to increase revenue and grow their business. I founded his agency in 2020 called Orzy Media. Before that, she worked as a freelancer for 7 years.
I’ve worked with many direct-to-consumer companies. For the past 11 years, I’ve written for his Carnivore Snax, Perennial Pastures Ranch, Rich Dad, Poor Dad, and Filippo Loretti.
I specialize in copy-heavy plain text and story-driven emails that differ from traditional poster-style versions. That’s my signature style. I started using X Ads out of necessity when I was having problems with Facebook.
We are a small team at boutique Orzy. We like to be deeply involved with our clients. Good copy has a story and vivid description, which I call dimensionalization. People who read product descriptions don’t care about features. They care about how it improves their lives.
There are millions of e-commerce stores. How can one store stand out? Marketing, copy, voice, and personality can help you gain consumer mindshare. How to improve your copyyou have to be curious.
Part of that is immersing yourself in the industry you work in and seeing what other people are doing.
Bandholz: Orzy manages advertising campaigns for clients. X Ads is going well.
Orzechowski: I was also skeptical at first. For a long time, people have been told not to waste their time on Twitter.That is Before Elon. The platform was unstable at the time, but it has improved now.
I started X because I was frustrated with Meta. I’ve been locked out of my account for over a year. I couldn’t talk to anyone at Facebook support. I opened a new account, but the problem still occurred. I decided to explore other options and focused on X. He noticed that some brands’ ads were getting him more than 10 million impressions.
hex clad, ridge wallet, other major DTC brands were advertising on X. This is what I thought. The people who run ads like this are not stupid. There’s a reason they do it. ”
I tried several campaigns. It was cheap. Some had a CPM of 38 cents and some had a CPC of 25 cents.
I started experimenting with a book that was a lead magnet for my service. I had a lead. Just grab some of your content, add some targeting parameters, and scale up your impressions. Currently, I manage X campaigns for multiple clients. It works pretty well. There are nuances. It’s different from meta.
There are many data points in the meta. They know who your people are. However, the downside is that brands are limited in how much they can spend. There is no way to push it any further in a profitable way. X allows you to choose your targeting parameters, giving you even more room to run. It’s like Google Ads direct mail Old rental list. You can create a similar list universe within the targeting parameters of X.
Bandholz: X So is it better to build on keywords, content or demographics?
Orzechowski: It’s a little bit of all three. The demographics are big.I’ll keep layering keyword And a follower lookalike. Select between 10 and 30 profiles and X will generate lookalike audiences based on the profiles’ followers.
It is important to find lookalikes with good followers who can get a lot of people. There should be at least hundreds of thousands, if not a million, in your target pool. It’s different when he’s a high-end B2B SaaS company and he only has 5,000 potential customers. Next, we recommend targeting small and high-end profiles.
X Ads has a feature called Optimized Targeting. Use data from your campaign and its targeting parameters to expand and test it with different audiences.
An easy way for brands to start doing X is by running successful campaigns from Meta. Static ads on X tend to get more impressions.we I made a video Work too. A good video demonstrates your product and explains it in an attention-grabbing way.
Bandholz: Where can I follow you?
Orzechowski: my agency is Orzy.co. “moatMy book on growing your brand is on Amazon.I @chrisorzy I’m at X.I also participate linkedin.
