Welcome to The Birdhouse newsletter. It is approximately a 6 minute read.
In today's newsletter, we're going over:
Why a broad hook and a narrow landing page trains the algo
The exact math behind a messaging mismatch, and what it costs you per lead
A 24 hour audit to catch the gap between your ad and your page before it burns budget
Apply to work with The Birdhouse (link)
Match the language in your content to the language on your landing page, word for word
(What) Take the exact phrase your proven landing page uses to describe your buyer, and put that same phrase in your next piece of content
(Why) Your audience will optimize around your exact ideal avatar
(How) Do these things:
Pull your last 30 days of content and circle the exact word you use for your buyer: 'executive,' 'founder,' 'operator,' whatever it is.
Open your landing page and check the H1 and subhead. If the page says '40+ year old men' but your content says 'busy executives,' rewrite the H1 in the next hour.
Run the new hooks + track inbound leadflow and audience demographic
Here are some of the best links I have found since last time I emailed you:
✍️ From the feed
People are building full Grok bot teams and cancelling ChatGPT… (link).
Messaging is everything
I was on a call last week with a founder running ads to executives. His hook was broad on purpose: 'For executives who want more pipeline.' Smart move, wide net.
But his landing page headline said 'Built for seven-figure founders and CEOs.' Two different buyers on one ad-page pair. The algorithm doesn't know which one you actually want.
The same goes for content
The audience you attract is the one you speak to
So if your hook pulls in mid-level VPs and directors but your landing page only converts the rare seven-figure founder who lands on it, the algorithm starts chasing more seven-figure founders. It ignores the 950 executives who clicked and bounced because the page never spoke to them.
The audit that takes 20 minutes
Open your top 3 pieces of content and your landing page side by side. Circle the noun you use for your buyer in each. If the words don't match, your page is filtering for a different person than your content is finding.
This is a targeting problem through and through.
Fix the words on the page and the algorithm starts finding the right people again.
If you like this newsletter and want to work with us, there are a few ways we can do so:
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Hope this helps.
Cheers.
Marcos
