Just saw this clip. Pay attention to how Doctor Mike explains his thinking process: - Start with symptoms: Whats the current problem in the business? (Is it no sales? High CAC? etc.) Move from vague to specific. - A priority list of possibilities, from least likely to most likely (based on knowledge and understanding of the audience and persuasion psychology): is the audience not emotionally engaged? Is the awareness point wrong? Is the sophistication too high? Are there rampant clichés? Etc. - A plan for investigation! Based on the above, what is the most efficient way to arrive at a diagnoses? Do we need to dial back ad spend and create a leaner testing structure? Is there a need to reevaluate the positioning of the content? Are outside factors affecting the perspective of the product/offer/problem? Is the offer ACTUALLY the best possible solution? Etc. Change the processes you use to think through your copy and you'll change the outcome, sometimes very dramatically. It's usually not a word-problem, but an idea-problem. https://youtube.com/shorts/gn2NmFH2BXM?si=JZe68obAqRh4w-1z