Have you heard of the Inverted Pyramid?

Once you know it, you& #39;ll see it everywhere.

It& #39;s a framework you can use to make ads in your newsletter better.

Better Ads >> More Clicks >> More https://abs.twimg.com/emoji/v2/... draggable="false" alt="💰" title="Geldsack" aria-label="Emoji: Geldsack">

Here& #39;s how it works...https://abs.twimg.com/emoji/v2/... draggable="false" alt="🧵" title="Thread" aria-label="Emoji: Thread">

Marketers have a term: AIDA

It stands for Attention, Interest, Desire, Action.

Great ads:
https://abs.twimg.com/emoji/v2/... draggable="false" alt="1️⃣" title="Tastenkappe Ziffer 1" aria-label="Emoji: Tastenkappe Ziffer 1"> Grab readers attention
https://abs.twimg.com/emoji/v2/... draggable="false" alt="2️⃣" title="Tastenkappe Ziffer 2" aria-label="Emoji: Tastenkappe Ziffer 2"> Transform their attention/interest into desire
https://abs.twimg.com/emoji/v2/... draggable="false" alt="3️⃣" title="Tastenkappe Ziffer 3" aria-label="Emoji: Tastenkappe Ziffer 3"> Prompt them to act

The inverted pyramid helps you structure your ad to do this well.

You do this with:

https://abs.twimg.com/emoji/v2/... draggable="false" alt="👀" title="Augen" aria-label="Emoji: Augen"> Eye-catching headlines
https://abs.twimg.com/emoji/v2/... draggable="false" alt="📈" title="Tabelle mit Aufwärtstrend" aria-label="Emoji: Tabelle mit Aufwärtstrend"> Easily readable body copy
https://abs.twimg.com/emoji/v2/... draggable="false" alt="🚀" title="Rakete" aria-label="Emoji: Rakete"> Great use of links and calls to action

Let& #39;s use this old example from The Hustle to talk through each...

(I guess you& #39;re welcome eToro)...

https://abs.twimg.com/emoji/v2/... draggable="false" alt="👀" title="Augen" aria-label="Emoji: Augen"> Eye-catching headlines

Headlines need to make your point quickly, and focus on what& #39;s in it for the reader.

Remember, they don& #39;t want your product... They want the result your product can give them.

P.S. Literally everyone likes making money.

https://abs.twimg.com/emoji/v2/... draggable="false" alt="📈" title="Tabelle mit Aufwärtstrend" aria-label="Emoji: Tabelle mit Aufwärtstrend"> Easily readable body copy

Notice a few things about the styling of these paragraphs:
https://abs.twimg.com/emoji/v2/... draggable="false" alt="1️⃣" title="Tastenkappe Ziffer 1" aria-label="Emoji: Tastenkappe Ziffer 1"> Very short (just 1-3 lines of text)
https://abs.twimg.com/emoji/v2/... draggable="false" alt="2️⃣" title="Tastenkappe Ziffer 2" aria-label="Emoji: Tastenkappe Ziffer 2"> Strategic bolding
https://abs.twimg.com/emoji/v2/... draggable="false" alt="3️⃣" title="Tastenkappe Ziffer 3" aria-label="Emoji: Tastenkappe Ziffer 3"> Strategic bulleting

These make it easy to scan, get value, and keep the eye moving down.

Remember... Lots of people read on mobile.

Don& #39;t hit them with a wall of text.

For more on making emails skimmable, check out @HatchKolby& #39;s epic thread... https://twitter.com/HatchKolby/status/1387785746652749829">https://twitter.com/HatchKolb...

https://abs.twimg.com/emoji/v2/... draggable="false" alt="🚀" title="Rakete" aria-label="Emoji: Rakete"> Great use of links and calls to action

@BobbyDurben wrote thousands of ads for The Hustle, and told me 2 things:

https://abs.twimg.com/emoji/v2/... draggable="false" alt="1️⃣" title="Tastenkappe Ziffer 1" aria-label="Emoji: Tastenkappe Ziffer 1"> Don& #39;t be scared to link 3-5 times
https://abs.twimg.com/emoji/v2/... draggable="false" alt="2️⃣" title="Tastenkappe Ziffer 2" aria-label="Emoji: Tastenkappe Ziffer 2"> Make the call to action interesting

Now that you know it, do you see how it& #39;s working here?

How & #39;bout here?

Newsette is one of my favorite newsletters, and a super successful biz. What& #39;s great about this:

https://abs.twimg.com/emoji/v2/... draggable="false" alt="1️⃣" title="Tastenkappe Ziffer 1" aria-label="Emoji: Tastenkappe Ziffer 1"> Specific numbers show what& #39;s in it for reader
https://abs.twimg.com/emoji/v2/... draggable="false" alt="2️⃣" title="Tastenkappe Ziffer 2" aria-label="Emoji: Tastenkappe Ziffer 2"> Lots of links & unique "Look Amazing" C2A

But you can also see how the wall of text is a little hard to read.

If you want more cool examples to help grow your newsletter business, follow me ( @damn_ethan).

We spent 6+ months interviewing operators at Morning Brew, Buzzfeed, Motley Fool, and others.

Emptying my notebook here.

DM if you want me on your podcast. Happy to share more!

TL;DR

1) Your ads should draw the eye from top to bottom
2) Specific numbers in headlines catch attention
3) Use bullets, bolding, and short sentences in copy
4) Link 3-5 times
5) Get creative with your C2A text
6) Always focus on what& #39;s in it for your reader.