Introducing Hirsh Marketing

Emily Hirsh and her team of 29+ expert strategists, copywriters, graphic designers and ads managers work with a steady flow of clients to launch extremely powerful and successful marketing campaigns. 

The Hirsh Marketing team is one of the most sought after digital marketing teams in the industry, and we partnered with them to contribute to the Ads Magic Showcase Library.

So far they've managed over $24 million in ad spend and generated over $92 million in revenue for their clients.

Dillon and I run our own ads, but have worked with Hirsh Marketing on a few large projects in the past. They're the real deal. If done-for-you is what you're looking for, we highly recommend working with Emily and her team!

Below are five December 2020 ad campaigns that Hirsh Marketing has contributed with explanations of why the campaign worked, in their own words:

  Ad #1  

LEAD GENERATION AD

GOAL
The client’s goal with this ad was to capture leads with her free masterclass, "How To Generate Consistent Monthly Revenue Without Self-Funding."

WHY IT WORKED
The video used for this ad was very engaging and connected well with the client’s audience. She shares her own story and struggles from when she first began her own non-profit (which her audience can easily relate to), and then makes her authority clear.

The ad copy was specific and to the point - clearly hitting the pain points that many nonprofit founders struggle with and positioning her masterclass as the solution.

  THE AD  

  THE LANDING PAGE  

  Ad #2  

LEAD GENERATION AD

GOAL
The goal with this ad was to get registrants for the client’s free masterclass and achieve a $5.00 cost per lead (CPL) - which we were well under!

WHY IT WORKED
There were several contributing factors to our success here. We targeted her warm website traffic, so the audience was much more familiar with the client’s brand and had more trust in them than a cold audience would have. 

The ad creative also really hits the mark here as the above the ad fold clearly communicates a pleasure point for her audience, and the copy directly lists all of the key takeaways someone would learn in the class. The image also calls out the fact that the class is free to grab people’s attention and stop the scroll.

  THE AD  

  THE LANDING PAGE  

  Ad #3  

DIRECT SALES AD

GOAL
The client’s goal with this ad was to make $337 in revenue with her Black Friday sale - she ended up making over $3,000!

WHY IT WORKED
The client offered a great discount on ALL of her products that was very enticing to her audience. Plus, the copy added an extra layer of urgency, pushing her audience to take advantage of the sale.

For this ad, we targeted her warm web traffic from the last 180 days. Leveraging your warm audience is key around the holidays, and in this case, it really paid off!

  THE AD  

  THE SALES PAGE  

  Ad #4  

DIRECT SALES RETARGETING AD

GOAL
The client’s goal with this ad was to sell their Pre-K Pumpkin Bundle, a fall themed lesson plan for teachers and parents who homeschool.

WHY IT WORKED
Our strategy for this ad was to retarget people who had viewed the Pre-K Pumpkin Bundle, but did not purchase. 

The product itself was aligned perfectly with the needs of the client’s audience. The product was fall themed and launched in early fall when many teachers were in need of lesson plans as school began to start again.

A 20% off discount code was also offered if customers bought “today” - creating an immense sense of urgency!

  THE AD  

  THE SALES PAGE  

  Ad #5  

DIRECT SALES AD

  HIRSH CLIENT HIGHLIGHT  

Each month Hirsh Marketing highlights one of their clients who had an absolutely amazing campaign.

INTRODUCTION
This month’s client highlight features Alex and Cadey Charfen and the strategy behind their amazing Black Friday sale! Alex is the face of Charfen, and they help other entrepreneurs grow and scale their business and gain momentum - all while running their business from a passenger seat. Alex & Cadey are also amazing friends and mentors of mine and I’m honored to be able to help more people receive their life changing content.

They have been working with our team since April of 2020. Prior to signing on with us, they had been working with another ad agency that was not able to deliver the results they had hoped to see. The Charfen’s have always had great success organically, but had not cracked the paid ads puzzle yet, that’s where Team Hirsh comes in!

Before we dive into all of the strategy and results of their Black Friday sale, there is a bit of context that is needed. In October, they did a live launch where they opened up their cart on a $7 product that had an upsell to their $99 momentum planner. They had an incredible conversion rate with that upsell and decided to run ads directly to that planner for their Black Friday sale - which they had never done before.

While it was a risk to run their Black Friday sale to an untested offer, it turned out to be wildly successful for them in the end.  

DETAILS
Since the Charfens had never run ads straight to their $99 momentum planner before AND because they didn’t want to devalue their product for the sale, we chose make the planner more valuable and turn it into a “care package,” rather than marking the price down. In addition to the planner, we included two free trainings and three free Q&A sessions with Alex and spun it as a 95% off discount, while still charging the full $99.

Our strategy was simple, yet highly effective. We had been building their warm audience since their October live launch with podcasts, lead gen ads, etc., to get people used to hearing from Alex and familiarizing themselves with Charfen.

We ran three sales campaigns: warm, cold, and abandoned page. Running a Black Friday sale to cold traffic is somewhat unusual since you’re more likely to cut through the noise and get in front of people who already know you, but we took a chance and it paid off! Our warm sales campaign performed the best, but our abandoned page sales campaign was a close second and we would have lost out on serval sales had we not included this piece.

Our Black Friday ads ran all the way through the end of Cyber Monday, and we also ran separate Cyber Monday ads for 24 hours. If the Black Friday ads didn’t perform that well, our plan was to shift our budget more towards our Cyber Monday ads. If the Cyber Monday ads showed massive potential and led to a burst of purchases that morning, we would shut off the Black Friday ads. As it turns out, our Cyber Monday ads had brought in very few sales that morning, so we shut them off and let the Black Friday ads shine. This worked amazingly - we made almost half of our sales from our Black Friday ads on that Monday.

The results from the sale were incredible. We surpassed our sales goa byl early Monday morning, and ended with a 6.8X ROAs!

KEY CAMPAIGN TAKEAWAYS

1. Devaluing your product isn’t necessary to be successful in a Black Friday sale.
When it comes to running Black Friday sales, many of us believe that we have to massively devalue our products and cut the cost by 50% - and often people worry that they’ll only LOSE money because of that. We didn’t want to have to sell the Charfen’s planner for $10 and take a loss on it. Instead, we took a spin on our sale and decided to add MORE value to their planner while keeping the cost the same, and it paid off big time.

2. Be intentional with the value you deliver.
Hands down the biggest contributor to the success of our sale was that we added that additional value to the momentum planner in the form of free trainings and Q&A sessions with Alex. Instead of only offering something their audience would have to go and use on their own, they provided their audience with the opportunity to get the 1:1 support they needed to achieve their success - and this is what really drove people over the edge and pushed them to buy.

3. Challenging the status quo pays off.
We took a risk by deciding to target cold audiences for this launch. Most people tend to only focus on warm traffic because we know that’s the standard and that’s what typically works. We were prepared to shift things more into warm if it was necessary, but the product was perfectly priced so that it wasn’t an exorbitant amount of money that it would deter cold leads, but it also wasn’t so low that it would make cold leads question it’s value.

  THE AD  

  THE SALES PAGE