Bad copy kills I just re-learned this lesson As we started recruiting Founding Families for year one of the School of Entrepreneuring, we recently turned on Facebook ads. We built 4 landing pages. ✔️ Each tuned to different parent needs and concerns ✔️ The pages looked tight. ✔️ The headlines were sharp. ✔️ The subheads sang. These were freakin' art We turned them on and waited for leads to roll in. Two weeks and $1,700 later: zero leads. Not zero qualified leads. Zero emails. WTF. Facebook was supposed to be one of our biggest drivers of awareness and sign-ups. I swore the pages were good. After speaking to 250+ parents, there was no way our message was that far off. Then we looked at the CTA. Actually, CTAs. Two buttons, side by side: [Book a Call] [Become a Founding Family] 7 words in those CTAs And it hit us immediately. ...