April 16, 2024 • 25 mins
EPISODE SUMMARY
In a world dominated by social media giants like Meta’s Facebook and Instagram, a new player has emerged on the advertising scene, promising untapped potential and unprecedented opportunities for software business growth. Enter Xvertising – the launch of Twitter ads, a platform often overlooked yet brimming with potential for those willing to seize it.
In this episode of Scale Your SaaS, Chris Orzechowski, CEO and founder of West Egg “Xvertising” Agency, shed light on the transformative power of X ads with host and B2B SaaS Sales Coach Matt Wolach. With over two years of experience navigating the nuances of Twitter advertising, Chris's insights offer a roadmap for SaaS businesses seeking to harness the full potential of this emerging platform.
PODCAST-AT-A-GLANCE
Podcast: Scale Your SaaS with Matt Wolach
Episode: Episode No. 312, “How to Win with Twitter Ads - with Chris Orzechowski”
Guest: Chris Orzechowski, CEO & Founder at West Egg "Xvertising" Agency
Host: Matt Wolach, a B2B SaaS Sales Coach, Entrepreneur, and Investor
Sponsored by: Leadfeeder
TOP TIPS FROM THIS EPISODE
- Cracking the Code of Xvertising
- Embracing the Opportunity
- Overcoming Hurdles
- Charting the Course Forward
EPISODE HIGHLIGHTS
- The Genesis of Xvertising
- Unveiling the Potential
TOP QUOTES
Chris Orzechowski
[07:11] "No one was talking about it. So I started playing with my own money and running ads to my own campaigns for my own products and services and things. And they were actually worked pretty well."
[10:52] "That's like saying Facebook Ads work. That's like saying, direct mail doesn't work. Like it works for some people who figure out how to make it work."
[21:52] "Your job as a founder as a marketer, CMO, Director of marketing, whatever it is to identify what those hooks are that get people's attention, move them action, and then amplify those."
Matt Wolach
[09:56] "X ads offer a unique opportunity for brands to reach a wider audience. Early Adopters may gain a competitive edge."
[20:02] "It is something that's ripe for opportunity right now. I think it is like the early days of Facebook ads."
LEARN MORE
To learn more about West Egg Agency, visit: https://westegg.agency/
You can also find Chris Orzechowski on LinkedIn: https://www.linkedin.com/in/chris-orzechowski-b5531823a/
For more about how Matt Wolach helps software companies achieve maximum growth, visit https://mattwolach.com.
Head over to leadfeeder.com and sign up for a 14-day (no strings attached) free trial: https://www.leadfeeder.com/
Get even more tips by following Matt elsewhere:
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Matt Wolach (00:06):
Hello, and welcome to Scale Your SaaS. Very glad
that you made it here. Thank youvery much. By the way, if this
is your first time joining us,this is a program specifically
designed to help you do what itsays scale your SaaS. So let's
grow some leads. Let's make surewe know how to close those
leads. let's understand how toscale our team so that we can
get to our dreams. And one ofthose ways of growing leads
(00:27):
we're going to talk about todayI have Chris Orzechowski. With
me, Chris, how you doing?
Chris Orzechowski (00:31):
How's it going, Matt? Thanks for having
me.
Matt Wolach (00:33):
Absolutely, I'm really glad that you came
looking forward to this one. AndI want to make sure everybody
knows who you are Chris. SoChris is the CEO and founder of
West Egg "Xvertising" Agency,and I love that extratising,
you'll understand what thatmeans in a second, we're talking
about x Twitter ads, they are anemerging cost effective platform
for business growth. And with asubstantial user base and
(00:54):
significant ad inventory. X adsoffer a unique opportunity for
brands to reach a wideraudience. Early Adopters may
gain a competitive edge, Itotally believe in that. And
this is something that's reallyreminiscent of the early days of
Facebook ads. And so it'ssomething we got to think about
and jump on. He's also theauthor of The Moat. This is how
(01:15):
to build a durable, profitablebrand that can last forever.
It's really good book I want tocheck out. So Chris, thanks so
much for coming on the show.
Chris Orzechowski (01:23):
Yeah, I'm excited to talk about x ads,
because it's, it's crazy. Like Istarted, you know, I've been on
X for a little bit over twoyears, I used to have an
account. And then I logged offfor a while and didn't do any
social media. And I hopped backon two years ago, a little bit
before Elon took over. And Ijust had like a lot of
frustrations in my own life withlike Facebook, I was locked out
(01:43):
of my Facebook account for twoyears, because I forgot to
transfer my two factorauthentication code from my old
phone on my new phone. So like Icouldn't get it and it just
completely No, I couldn't eventalk to anyone. So when we start
like investigating X ads, likemaybe I could run ads there. And
so I started looking stuff up. Iwas like, you know, someone's
gotta be teaching this. There'sgot to be courses. There's got
to be YouTube channels. Therewas nothing. And I was like,
(02:04):
Hold on how was like in fate forFacebook, Google, all these
other channels. There's theseentire cottage industries,
there's agencies, there'scoaching programs, there's
masterminds, there's nothing. SoI was like, well, that's kind of
weird. And then as I was goingon, I kept seeing more and more
ads, and some of these ads frombig companies, big software
companies, big ecommercecompanies, big enterprise level,
(02:24):
you know, companies, and I waslike, okay, so what did they
know? Like, they're here for areason, right? But no one was
talking about it. So I startedplaying with my own money and
running ads to my own campaignsfor my own products and services
and things. And they wereactually worked pretty well. But
one of the first experiments Idid, I spent, like, $1,057, I
got eight leads for my services.
And I was like, Okay, there'ssomething here, you know, like,
(02:47):
there's definitely somethinghere. And it was funny, because
everyone's like, X ads don'twork. It's a bad platform, blah,
blah. And I'm like, Okay, well,the clue you're working for some
people. That's like sayingFacebook Ads work. That's like
saying, direct mail doesn'twork. Like it works for some
people who figure out how tomake it work. So I was like, I'm
going to be the guy to figure
Matt Wolach (03:05):
I love it such a great story of this. I totally
that out.
agree with you. I think it issomething that's ripe for
opportunity right now. Because Ithink it is like the early days
of Facebook ads. I think that alot of people haven't come
around to this and don't realizethe power of it. And I think
it's something that can reallykind of take off going forward.
But getting in early is key,right?
Chris Orzechowski (03:26):
Yeah, like right now, there's, there's a
number of companies, a lot ofthe bigger companies who are
kind of doing like an omnichannel strategy. They're like,
Okay, we're gonna advertiseeverywhere. And then we'll just
throw a percentage of spendtowards x as well. And I've
talked to some of these people,some of these multiple nine
figure brands, marketers whowork at these brands, and
they're getting great results,in some cases are actually
(03:47):
getting better results thanFacebook right now. You know,
the spend is not as highobviously. Because for a lot of
people just so new. But yeah,it's great. I mean, I bought
software's for my own company.
And then for some of my clients,companies from ads, and there's
a lot of interesting frameworks,it's definitely a different type
of platform. Facebook, meta,let's call meta right? Meta is
(04:07):
really good at, you know,skimming the top 3% of people
who are in market ready to buyright now. And which is awesome,
right? Because you can optimizefor conversions and leads and
things like that. But whathappens is, and I've had clients
who there'll be spending, youknow, north of 500k a month, and
they just can't break past thatplateau, right? Because they're
in, like, with the way that theI mean, I'm not an expert on the
(04:29):
Facebook algorithm, but like,you know, I know that there's
buckets that say, Okay, well,you know, your stuff appeals to
people in this bucket. And whenyou're in the bucket, it's
great. But once you've exhaustedall the leads in that bucket,
it's hard to break out intoanother bucket and expand. So a
lot of people have that problem.
But with X, it doesn't seem tooperate the exact same way.
Because you can get verygranular with the targeting.
(04:51):
It's almost like a mix betweenmeta and Google AdWords where
you can choose specific keywordsyou can choose specific people
to target Getting target thefollowers that look like so the
followers, you can target yourown followers. So if you do a
lot of organic, it's a great wayto escalate those people. So
it's really interesting the waythat it works because you can go
(05:11):
with a small audience, or youcan go with a large audience.
And if you have a good offer,and a good funnel that converts,
that works really well. I mean,I have campaigns running right
now for myself, that are getting38 cent CPMs, Yes, a CPM is is a
term that means, what is thecost to show the ad to 1000
(05:34):
people to get 1000 impressions,and it's obviously not the most
important metric, I mean, in myeyes row as the return on your
advertising dollars is alwaysthe most important. Or if it's,
you know, the number of leadsthat convert, you know,
sometimes SaaS companies have abit of a longer sales cycle,
depending on what the productis, especially if it's like a
high end B2B type thing, youknow, that might be different
stakeholders than decision. Butit's like if you put $1 into the
(05:56):
machine, how quickly does dollarcome back? How many friends
dollar bring with them? What'sthe timeline look like? Right?
So CPM is not necessarily themost important thing in the
world, but it's a lot cheaper.
And you can get very granular,instead of going super broad and
targeting everyone. You can justsay, I want these people, these
people and these people, I wantthese age groups, these device
types. So you could really sliceand dice it any way you want,
(06:19):
and get super targeted and getin front of the right people.
And if you have good offers,it's going to convert just like
any other type of advertisingplatform, like if you have
something really good peoplegonna buy.
Matt Wolach (06:32):
Yeah, I totally agree. I think that's really
cool. And I also think it'sinteresting, because, you know,
there was obviously some newswith some big major advertisers
maybe leaving Twitter. Iactually have heard that some of
them regret that now. But whatdo you think that's done that's
kind of influenced, you know,how small brands can kind of
take over some of that space? Isthat right?
Chris Orzechowski (06:50):
When I first saw that, that there were, you
know, tons of big brandsleaving, I was like, Hey, okay,
there's a vacuum here, right?
Like, people are like, Why didthey leave? No, there's there's
content that, you know, Elon isthinking about making the Free
Speech platform, and people saythat there's bad content, but
like, I go on Facebook, I see alot of horrible people say
horrible things. On a platform.
(07:13):
There's a lot of horrible peoplethat's called social media. You
know, like, I understand, but Isee that stuff all the time on
Facebook, and Instagram, allthese other channels, right. So
there was this big vacuum. Andyou know, the universe abhors a
vacuum, right? So I said, Okay,there's a lot of inventory, and
so much inventory, that theywere essentially selling the
inventory to other networks,right? To try to get more ad
(07:34):
dollars. And so I saw that, andI said, Okay, well, I can rush
in my company, even though I'm alot smaller than than Netflix,
or some of these othercompanies, and take advantage of
that arbitrage. And the funnything is, like Netflix
specifically was one of thosecompanies pulled out. And then
like, two months later, theycame back and I said, everyone's
telling me, I said, so I'mworking with why are they coming
back then? Right? Like, there'sgot to be something here. Like,
(07:55):
why are they coming back? Like,if it's that bad, it's like they
need there's something about it.
And I think the thing with X, Imean, everyone has different
platforms, the Hangout on like,I have an Instagram, I have a
Facebook, I don't really spend aton of time, you know, if I have
to go into ads manager or go onFacebook, but I'm not spending
time like consuming contentthere. I spend all my time on x.
That's what I do. Like, that'swhere I interact with our
(08:17):
network. That's where I meetclients. That's where I you
know, interact with my friendsonline. So I know there's a lot
of people like me who they don'tspend any time on other any
other platforms, right so likeeveryone's like Facebook has 2
billion people I'm like that'scool. But a the you know, if
you're talking the UnitedStates, United States only has
what 340 ish million people. Solike when you think about it,
(08:38):
like you're not marketingnecessarily always to 2 billion
people you only marketing to atotal addressable market of
let's say 340 million, but someof those are kids, some of those
people don't use the internet,right? So we chop it down like
the difference in size of thenetwork's like yeah, Facebook
and Instagram are definitelybigger than x but it's not that
much bigger. And you know, ifyou're marketing to 100 million
people, instead of 150 millionpeople like okay, well how many
(08:59):
customers do you need to makeyour company work? It'd be nice
to have 150 million you probablydon't need that right? So I just
looked at it like as this greatopportunity and there's a lot of
people it's funny because thepeople who are making it work
they don't want anyone knowthey're always like don't tell
anyone specifically for SaaS.
Matt Wolach (09:19):
Yeah, I agree. I have some friends who are doing
really well with it but youknow, some people are not and
some people are struggling andwe talked about that, but it
feels like there may be just notdoing it the right way. So what
are some of the mistakes thatyou see that people are making
when it comes to x advertising?
Chris Orzechowski (09:34):
I think the biggest thing is that x is built
on like rabbit holes like peoplewant to tumble down rabbit
holes. I don't necessarily knowif it's the exact same on
Facebook and Instagram, wherelike the post is the post but
like on X like if you have theselong form stories or these
threads, or like just reallyinsightful posts, people would
want to go and check thecomments on those posts, right?
Or like They'll see this personsharing the story of this, you
(09:55):
know, in the business world,someone who had a company and
then, you know, it almost wentto zero, and then they, you
know, rescued it. And here thesteps they took, and it's like
this interesting content. Andthat like people want to tumble
down those rabbit holes, right.
So what we actually do withclients is we create these
things called I call themxtutorials, which is a play the
word advertorial, which ifyou're not familiar, and who's
listening are not familiar withthat. an advertorial is just,
(10:17):
you know, typically, you'd seeit on like Google display, or
you can see it on Facebook andother places. But like usually
Google Display, it's like, itdoesn't look like an ad looks
like a news story, you click thelink, and then you go to this
page, and maybe it looks likeit's like a news outlet page.
And there's some kind of story.
It's like a bridge page, that iskind of like content. And that
(10:37):
kind of warms you up. It's likea traffic microwave, right? So
warms up that cold traffic kindof pre frames you to think about
your problem in a certain way.
And then you click through toanother page, and that's the
product page. So that concept ofan advertorial where you're not
necessarily like trying to likeramp, a sales pitch down
someone's throat, what you'redoing is you're kind of warming
them up with content. So theirnatural defense mechanism is
(10:57):
down a little bit, and they leanin, because they're interested,
we actually do that with X ads,because when you can do, you
could run an engagement ad,assuming engagement objective
ad, which means you know,there's different objectives
within the ads manager, youcould do keyword objective, you
could do a reach objective, togo out to, you know, talk more
top of funnel traffic engagementis just to get a lot of people
engaging in the post, whichmeans they're reading, they're
(11:20):
interacting with it, they'reclicking on it. But we have some
times we'll take these long formcontent pieces, where there's no
mention of the software, oranything, I'll give you an
example. There's just onesoftware. It's called retention
exits and ecommerce software.
It's really awesome software.
And this was the first one ofthe first things I bought from
Twitter. And it's the softwarethat plugs in the Shopify and
analyzes like, they have thisincredible, like machine
(11:42):
learning to analyze all of yourdata, and actually have an AI
it's not the only feature, butone of their main things, they
have an AI and they say, Hey, weanalyzed, you know, your
customer list your data, if youmarket to this segment of people
right here, you know, they'reripe for for making a purchase.
So you can click one button,create a segment, and then send
out an email to them. And I'mlike, This is amazing, right.
But the way that I got into thatad, was it was about cohort
(12:05):
analysis, in terms of, you know,tracking, all the, you know,
leads were coming through thefunnel, how they're converting
how much money each cohort isworth. And it was like seven
different, you know, things tolook for when you're doing
cohort analysis. I don'tremember the exact time but or
something along those lines. AndI was reading it, and I was
like, Oh, this is great. This isgreat. Because I was working as
a CMO for an E commerce companywas like, wow, this is really
(12:27):
great. And the end I was like,oh, wow, there's a software that
does this, I immediately boughtit, right? If they just said,
Hey, buy this thing. It's thiscool tool, I'd be like, No,
whatever. But they kind ofdemonstrate it in the ad. And it
was this thread that was maybe10 tweets long, it was super
educational. And I saw that andI was like, Oh, this is great.
So and then I wound up tellingpeople, you know, six different
clients about it. And now I'mhere telling everyone about it.
(12:50):
So it's like, it's funny, it'sall came from one ad that showed
up in my newsfeed.
Matt Wolach (12:56):
That's amazing. So it is okay to do threads like
normal as an ad. So I thought Iwas just like an image post,
like Facebook or something. Butthreads are okay as as as well.
Chris Orzechowski (13:06):
I think it's better to do threads. I think
for every kind of even in Ecommerce company, I think you
can because, and I've done thisa lot with email over the course
of my career where you know,sometimes you see in SaaS
Seaton, brick and mortar, yousee it in E commerce a lot,
where it's just like a pictureof a product and then set the
buy button or like maybediscount code and like, that
might work. You know, it'llwork, okay, it'll work average,
(13:28):
right? But like, I don't want tobe average, I want to be the
best. And I think when you'reputing ad dollars behind it,
then you really don't want tojust be average, you want to
average returns on your addollars, right? You want
outsized return. So when you getthat is by using long form copy,
and you look at like all theseold space ads from the 50s 60s
70s. And like tons of long formcopy, like they had really great
imagery, but the copy is thething that cut into the image
(13:50):
grabs the attention, but thecopy is what makes the sale,
right. So that's the approachthat I love. And I have a client
right now, they have a digitalproduct, of course, about how to
start a newsletter. And we juststarted with a very small
budget, we just started like aweek ago, they're already out of
5.27x roas. And all we did wasessentially take one of their
really educational informativestory based emails. It was like
(14:12):
an origin story email about youknow how my client has started
his newsletter, and grew into aseven figure business. And it's
really educational. There's tipsin it, and then it leads to and
if you want more, you know,here's this course where we
teach the whole system. And it'sgreat because if you just took
an image, we ran an image testwhere it's like, let's just take
a piece of static have like twoor three sentences of copy, and
(14:34):
it's getting clicks, but ithasn't really made any sales,
but the long form ones makingsales because it's pre framing
people properly. Because again,like when people are on x, it's
like they're looking forinteresting things. They're
looking for those rabbit holesto tumble down. So you can
convert people with a static,you. It might depending on the
product targeting it could work.
I've seen it work obviously. Butwhat I like to do is use that
(14:54):
extra tutorial style approachwhere you're pre framing people,
you're warming them up with thead itself. And we see this too,
with all kinds of products. Youknow, sometimes people will have
a Facebook ad even, you know,we're on different platforms.
There'll be one cents sentence acopy and a static and like those
could work, okay. But thenpeople go, and they'll test the
long format, and that'll outconvert a lot of times, right?
Because again, it's aboutmeeting your people where
(15:15):
they're at. And especially withSaaS, you there usually is a
bigger decision process unlessit's a five or $10 a month,
like, you know, app on yourphone or what you know, where
it's like, oh, cool, 10 bucks,impulse purchase, whatever. But
if it's a SaaS, that's $100 $200$500 $1,000 a month, like, it's
a bigger decision that needs tobe made. So people need to be
educated.
Matt Wolach (15:35):
Yeah, I totally agree. I think it's a really
powerful story, especially likeyou said, the origin story is
amazing. And I've seen severalorigin stories that I just
followed, I got into the threadthinking, Oh, this is just
really interesting at the end,they're like, and that's how I
came up with this software thatyou should probably get and I'm
like, Yes, I should get that.
And then you when you when youbuy into the story, you're so
(15:57):
emotional about that, thatgenerating that emotion is
really cool. I think it's it'ssomething that obviously we try
to do in any part of the of thefunnel, but especially right
there at the top of the funnelwhen people are first meeting
you that that how this wholething came to be is really
powerful.
Chris Orzechowski (16:14):
Oh, yeah, I mean, and that's something like
Matt Wolach (16:14):
Makes a lot of sense. And something else I'm
I love repurposing assets,especially for these kind of
thinking of right now is? Okay,so if you're going to advertise
things. Like, if you've writtenthat as an email, maybe that's
the first email on your welcomesequence. Try that as an ad, you
know, like those converts. Sowell, sometimes. I mean, we I've
worked with tons of clientswhere like, first thing to do is
send the welcome sequence orrewrite that first email, we've
had a 50% lift in conversion,just from literally just doing
(16:35):
that one thing. So I alwaysthink like, a good hook is a
good hook. Right? It doesn'treally matter if it's on Google,
if it's on YouTube, if it's onFacebook, if it's on Instagram,
if it's on x, if it's an email,if it's on a postcard, if it's
in your deck, your presentationthat like a good hook is a good
hook, right? So your job as afounder as a marketer, CMO,
(16:56):
Director of marketing, whateverit is to identify what those
hooks are that get people'sattention, move them action, and
then amplify those. So you know,it's a lot of testing,
obviously, right? Just like itis with everything. But you know
that you have a good hook. Andevery time you know, there's a
hot button topic, and every timeyou mentioned it, your customers
eyes light up, you're like,Okay, that's the ad, that's what
we're going to run with, let'sbuild an angle around that.
(17:24):
on X, should you also be postingorganically as well to maybe
start building your account? Ordo people sometimes get stuck?
Because they're like, Well, Iwant to advertise on X, but I
should be posting organically, Idon't have time to do that yet.
So I'm just not going toadvertise yet. What's your take
on all that?
Chris Orzechowski (17:39):
You don't need to I think it helps. You
know, I think in general, anyplatform, the more content you
have out there, I view it aslike owning, it's like the
Monopoly board, it's like, themore properties you own the
Monopoly board, the more moneyyou're gonna make, because the
more chances someone's gonnaland on your properties, you're
gonna get paid, right. Andthat's always the analogy I like
to use. So I think it helps, Idon't think it's completely
(18:00):
necessary. I've seen somecompanies that absolutely crush
and they'll have 1300 followers,and, you know, they'll post
every, you know, once a month,twice a month, but they're just
so dialed in with the ads, thatit doesn't really matter. It
really depends on the product.
But I don't want that to stoppeople. Because, you know, you
don't have to necessarily, it'sgoing to be an accelerant if you
do. But again, if you know, ifyou're just posting, you know,
(18:23):
one piece a week, but it'sreally insightful, and then you
turn those in the ads. And allyou have to do is there's this
button in the ads manager thatwhen you do an engagement
campaign, it says Use existingad and then you could just pull
the ad right into the adsmanager, right now the way that
it works in the ads manager forthe urban side is like you have
the character limit. So like youwant to type it out, you can
(18:43):
type out a long form. But if youuse the use the existing ad
button, I think it's actuallymislabeled it should say use
existing post, you could pull anorganic post in and run that as
an ad. And it'll take all thesocial proof and everything
that's on that post. And thenyou supply the targeting
parameters, and then distributeit. So yeah, I mean, it's not
necessary, it can help, but Idon't think it should be an
obstacle for you to get started.
Unknown (19:06):
Yeah,
Matt Wolach (19:06):
Yeah, great point.
And we've talked a lot about,especially in this podcast, a
lot about the difference betweena company brand and a personal
brand. How do you work with yourclients? Do you recommend the
ads under the company brand orunder the personal brand or
both?
Chris Orzechowski (19:21):
I don't think it matters. I've seen people do
it both ways. So you can reallymake it work either way. It's
you know, if you are postingmore content on one versus the
other, then maybe run it fromthere. But again, it's not gonna
matter that much in the grandscheme of things in my opinion.
Matt Wolach (19:39):
Okay, cool. So, as we wrap up here, Chris,
businesses, they might behesitant about investing in
Twitter advertising, what wouldbe your advice to them? What
would you share with them?
Chris Orzechowski (19:49):
I would say start small. You know, if you
have really good content that'sworked elsewhere, just start
small and see what happens,right. You know, I don't think
you have to start spending$1000, $2000, $3,000 a day. I
mean, if you're an enormouscompany, you know, if you're a
billion dollar company, thenlike, yeah, that'd probably be
where you want to start. But ifyou're a smaller company, if
you're, you know, seven figures,or multiple, six figures,
(20:10):
whatever it is, you're just kindof just getting started. You
know, I have clients start with$10 a day, and doesn't seem like
a lot. But again, if you'rereaching 10,000 people a day
with your ads, because the CPMsare so low, if you're getting
dollar CPMs, or even $2, CPMs,or reaching 5000 people, you're
gonna get feedback pretty fast,which is nice. You're gonna get
a, I think, a prettystatistical, a good statistical
significance, you know, 10, 1520 bucks a day, I look at it
(20:34):
like investment to like, if youare committed to growing with
ads, I mean, that's theultimate, like, when you have an
ad funnel, where you can put $1and get more than dollar back,
and an advantageous timeline foryou that works for your
business. It's like playing thegame with cheat codes, you know,
I mean, it's, it's so mucheasier, because, you know, you
have a scalable system now, andit works without you because you
(20:55):
know, you're spending money,you're getting the money back
and you're getting the customer,right, so most SaaS businesses
just about I mean, I'd say what90 95% They operate on monthly
recurring revenue or annualsubscription plans. So you have
rebuilds built in, right. So ifyou know what your lifetime
value is, and you know what youhave to pay to acquire customer,
even if you break even on thefront end, right? Even if you
have to spend $100 to get $100month purchase, or whatever it
(21:17):
is, that's fine, because monthto year, you're all profit,
right? And then from there onout, you now own that customer.
Matt Wolach (21:24):
Totally agree, I think it's amazing. And one of
the things I've learned in termsof advertising on any platform
is if you go into it as arookie, and you don't know what
you're doing, you're gonnaprobably waste a lot of time and
money. So have an expert. SoChris, it's awesome that you've
come in and share this anybodyout there if you guys are
thinking of, hey, I think I wantto do this definitely talk to
Chris. He's the expert at this,Chris, we're the best places
(21:45):
that people can get a hold ofyou and learn more about how you
can help.
Chris Orzechowski (21:48):
If you want to reach out to me on X, my
handle is @chrisorzy. You canalso go to 100yearbrand.co
That's like my main site forconsulting started from email
list is something I talk about.
And I also have a newsletter onbeehive it's called
"Xvertising". Think it'sXvertising.beehive.com. I think
(22:09):
that's the URL probably shouldget a custom URL at some point.
But I'm just using the free one.
But I published a newsletterevery week about x ads and just
you know deep results fromexperiments that I'm running and
things that I'm learning as I'vebeen you know, experimenting
with the platform and talkingwith people internally on the
team and sharing what I'velearned so a lot of free stuff
(22:32):
there. I've published eightissues so far published one
every week and you know, it'sit's a it's a good if you want
to do it yourself. There's a lotof good info in there. And and
obviously, if you want helpalways reach out to me too.
Matt Wolach (22:41):
Okay, perfect.
That's really, really helpfulstuff. We'll put all that into
the show notes. So if you'relistening right now, go ahead
and grab it right there. But,Chris, this has been great.
Thanks so much for coming in andsharing all this.
Chris Orzechowski (22:51):
Thank you for having me, Matt. Appreciate you.
Matt Wolach (22:53):
Absolutely. And everybody out there. Thank you
for being here as well. Again,make sure you are subscribed,
you do not want to miss anyother experts coming up. We're
gonna drop gold like Chris justdid for us. So hit that
subscribe button, you'll be goodto go. Also, we're looking for
reviews. So if you think this isreally helpful, if you think
you're growing from this, pleasegive us a good review. That way
other people will notice thisand you'll be helping the
community at large. Thank youvery much for being here and
(23:15):
we'll see you next time. Takecare
Hello, and welcome to Scale Your SaaS. Very glad
that you made it here. Thank youvery much. By the way, if this
is your first time joining us,this is a program specifically
designed to help you do what itsays scale your SaaS. So let's
grow some leads. Let's make surewe know how to close those
leads. let's understand how toscale our team so that we can
get to our dreams. And one ofthose ways of growing leads
(00:27):
we're going to talk about todayI have Chris Orzechowski. With
me, Chris, how you doing?
Chris Orzechowski (00:31):
How's it going, Matt? Thanks for having
me.
Matt Wolach (00:33):
Absolutely, I'm really glad that you came
looking forward to this one. AndI want to make sure everybody
knows who you are Chris. SoChris is the CEO and founder of
West Egg "Xvertising" Agency,and I love that extratising,
you'll understand what thatmeans in a second, we're talking
about x Twitter ads, they are anemerging cost effective platform
for business growth. And with asubstantial user base and
(00:54):
significant ad inventory. X adsoffer a unique opportunity for
brands to reach a wideraudience. Early Adopters may
gain a competitive edge, Itotally believe in that. And
this is something that's reallyreminiscent of the early days of
Facebook ads. And so it'ssomething we got to think about
and jump on. He's also theauthor of The Moat. This is how
(01:15):
to build a durable, profitablebrand that can last forever.
It's really good book I want tocheck out. So Chris, thanks so
much for coming on the show.
Chris Orzechowski (01:23):
Yeah, I'm excited to talk about x ads,
because it's, it's crazy. Like Istarted, you know, I've been on
X for a little bit over twoyears, I used to have an
account. And then I logged offfor a while and didn't do any
social media. And I hopped backon two years ago, a little bit
before Elon took over. And Ijust had like a lot of
frustrations in my own life withlike Facebook, I was locked out
(01:43):
of my Facebook account for twoyears, because I forgot to
transfer my two factorauthentication code from my old
phone on my new phone. So like Icouldn't get it and it just
completely No, I couldn't eventalk to anyone. So when we start
like investigating X ads, likemaybe I could run ads there. And
so I started looking stuff up. Iwas like, you know, someone's
gotta be teaching this. There'sgot to be courses. There's got
to be YouTube channels. Therewas nothing. And I was like,
(02:04):
Hold on how was like in fate forFacebook, Google, all these
other channels. There's theseentire cottage industries,
there's agencies, there'scoaching programs, there's
masterminds, there's nothing. SoI was like, well, that's kind of
weird. And then as I was goingon, I kept seeing more and more
ads, and some of these ads frombig companies, big software
companies, big ecommercecompanies, big enterprise level,
(02:24):
you know, companies, and I waslike, okay, so what did they
know? Like, they're here for areason, right? But no one was
talking about it. So I startedplaying with my own money and
running ads to my own campaignsfor my own products and services
and things. And they wereactually worked pretty well. But
one of the first experiments Idid, I spent, like, $1,057, I
got eight leads for my services.
And I was like, Okay, there'ssomething here, you know, like,
(02:47):
there's definitely somethinghere. And it was funny, because
everyone's like, X ads don'twork. It's a bad platform, blah,
blah. And I'm like, Okay, well,the clue you're working for some
people. That's like sayingFacebook Ads work. That's like
saying, direct mail doesn'twork. Like it works for some
people who figure out how tomake it work. So I was like, I'm
going to be the guy to figure
Matt Wolach (03:05):
I love it such a great story of this. I totally
that out.
agree with you. I think it issomething that's ripe for
opportunity right now. Because Ithink it is like the early days
of Facebook ads. I think that alot of people haven't come
around to this and don't realizethe power of it. And I think
it's something that can reallykind of take off going forward.
But getting in early is key,right?
Chris Orzechowski (03:26):
Yeah, like right now, there's, there's a
number of companies, a lot ofthe bigger companies who are
kind of doing like an omnichannel strategy. They're like,
Okay, we're gonna advertiseeverywhere. And then we'll just
throw a percentage of spendtowards x as well. And I've
talked to some of these people,some of these multiple nine
figure brands, marketers whowork at these brands, and
they're getting great results,in some cases are actually
(03:47):
getting better results thanFacebook right now. You know,
the spend is not as highobviously. Because for a lot of
people just so new. But yeah,it's great. I mean, I bought
software's for my own company.
And then for some of my clients,companies from ads, and there's
a lot of interesting frameworks,it's definitely a different type
of platform. Facebook, meta,let's call meta right? Meta is
(04:07):
really good at, you know,skimming the top 3% of people
who are in market ready to buyright now. And which is awesome,
right? Because you can optimizefor conversions and leads and
things like that. But whathappens is, and I've had clients
who there'll be spending, youknow, north of 500k a month, and
they just can't break past thatplateau, right? Because they're
in, like, with the way that theI mean, I'm not an expert on the
(04:29):
Facebook algorithm, but like,you know, I know that there's
buckets that say, Okay, well,you know, your stuff appeals to
people in this bucket. And whenyou're in the bucket, it's
great. But once you've exhaustedall the leads in that bucket,
it's hard to break out intoanother bucket and expand. So a
lot of people have that problem.
But with X, it doesn't seem tooperate the exact same way.
Because you can get verygranular with the targeting.
(04:51):
It's almost like a mix betweenmeta and Google AdWords where
you can choose specific keywordsyou can choose specific people
to target Getting target thefollowers that look like so the
followers, you can target yourown followers. So if you do a
lot of organic, it's a great wayto escalate those people. So
it's really interesting the waythat it works because you can go
(05:11):
with a small audience, or youcan go with a large audience.
And if you have a good offer,and a good funnel that converts,
that works really well. I mean,I have campaigns running right
now for myself, that are getting38 cent CPMs, Yes, a CPM is is a
term that means, what is thecost to show the ad to 1000
(05:34):
people to get 1000 impressions,and it's obviously not the most
important metric, I mean, in myeyes row as the return on your
advertising dollars is alwaysthe most important. Or if it's,
you know, the number of leadsthat convert, you know,
sometimes SaaS companies have abit of a longer sales cycle,
depending on what the productis, especially if it's like a
high end B2B type thing, youknow, that might be different
stakeholders than decision. Butit's like if you put $1 into the
(05:56):
machine, how quickly does dollarcome back? How many friends
dollar bring with them? What'sthe timeline look like? Right?
So CPM is not necessarily themost important thing in the
world, but it's a lot cheaper.
And you can get very granular,instead of going super broad and
targeting everyone. You can justsay, I want these people, these
people and these people, I wantthese age groups, these device
types. So you could really sliceand dice it any way you want,
(06:19):
and get super targeted and getin front of the right people.
And if you have good offers,it's going to convert just like
any other type of advertisingplatform, like if you have
something really good peoplegonna buy.
Matt Wolach (06:32):
Yeah, I totally agree. I think that's really
cool. And I also think it'sinteresting, because, you know,
there was obviously some newswith some big major advertisers
maybe leaving Twitter. Iactually have heard that some of
them regret that now. But whatdo you think that's done that's
kind of influenced, you know,how small brands can kind of
take over some of that space? Isthat right?
Chris Orzechowski (06:50):
When I first saw that, that there were, you
know, tons of big brandsleaving, I was like, Hey, okay,
there's a vacuum here, right?
Like, people are like, Why didthey leave? No, there's there's
content that, you know, Elon isthinking about making the Free
Speech platform, and people saythat there's bad content, but
like, I go on Facebook, I see alot of horrible people say
horrible things. On a platform.
(07:13):
There's a lot of horrible peoplethat's called social media. You
know, like, I understand, but Isee that stuff all the time on
Facebook, and Instagram, allthese other channels, right. So
there was this big vacuum. Andyou know, the universe abhors a
vacuum, right? So I said, Okay,there's a lot of inventory, and
so much inventory, that theywere essentially selling the
inventory to other networks,right? To try to get more ad
(07:34):
dollars. And so I saw that, andI said, Okay, well, I can rush
in my company, even though I'm alot smaller than than Netflix,
or some of these othercompanies, and take advantage of
that arbitrage. And the funnything is, like Netflix
specifically was one of thosecompanies pulled out. And then
like, two months later, theycame back and I said, everyone's
telling me, I said, so I'mworking with why are they coming
back then? Right? Like, there'sgot to be something here. Like,
(07:55):
why are they coming back? Like,if it's that bad, it's like they
need there's something about it.
And I think the thing with X, Imean, everyone has different
platforms, the Hangout on like,I have an Instagram, I have a
Facebook, I don't really spend aton of time, you know, if I have
to go into ads manager or go onFacebook, but I'm not spending
time like consuming contentthere. I spend all my time on x.
That's what I do. Like, that'swhere I interact with our
(08:17):
network. That's where I meetclients. That's where I you
know, interact with my friendsonline. So I know there's a lot
of people like me who they don'tspend any time on other any
other platforms, right so likeeveryone's like Facebook has 2
billion people I'm like that'scool. But a the you know, if
you're talking the UnitedStates, United States only has
what 340 ish million people. Solike when you think about it,
(08:38):
like you're not marketingnecessarily always to 2 billion
people you only marketing to atotal addressable market of
let's say 340 million, but someof those are kids, some of those
people don't use the internet,right? So we chop it down like
the difference in size of thenetwork's like yeah, Facebook
and Instagram are definitelybigger than x but it's not that
much bigger. And you know, ifyou're marketing to 100 million
people, instead of 150 millionpeople like okay, well how many
(08:59):
customers do you need to makeyour company work? It'd be nice
to have 150 million you probablydon't need that right? So I just
looked at it like as this greatopportunity and there's a lot of
people it's funny because thepeople who are making it work
they don't want anyone knowthey're always like don't tell
anyone specifically for SaaS.
Matt Wolach (09:19):
Yeah, I agree. I have some friends who are doing
really well with it but youknow, some people are not and
some people are struggling andwe talked about that, but it
feels like there may be just notdoing it the right way. So what
are some of the mistakes thatyou see that people are making
when it comes to x advertising?
Chris Orzechowski (09:34):
I think the biggest thing is that x is built
on like rabbit holes like peoplewant to tumble down rabbit
holes. I don't necessarily knowif it's the exact same on
Facebook and Instagram, wherelike the post is the post but
like on X like if you have theselong form stories or these
threads, or like just reallyinsightful posts, people would
want to go and check thecomments on those posts, right?
Or like They'll see this personsharing the story of this, you
(09:55):
know, in the business world,someone who had a company and
then, you know, it almost wentto zero, and then they, you
know, rescued it. And here thesteps they took, and it's like
this interesting content. Andthat like people want to tumble
down those rabbit holes, right.
So what we actually do withclients is we create these
things called I call themxtutorials, which is a play the
word advertorial, which ifyou're not familiar, and who's
listening are not familiar withthat. an advertorial is just,
(10:17):
you know, typically, you'd seeit on like Google display, or
you can see it on Facebook andother places. But like usually
Google Display, it's like, itdoesn't look like an ad looks
like a news story, you click thelink, and then you go to this
page, and maybe it looks likeit's like a news outlet page.
And there's some kind of story.
It's like a bridge page, that iskind of like content. And that
(10:37):
kind of warms you up. It's likea traffic microwave, right? So
warms up that cold traffic kindof pre frames you to think about
your problem in a certain way.
And then you click through toanother page, and that's the
product page. So that concept ofan advertorial where you're not
necessarily like trying to likeramp, a sales pitch down
someone's throat, what you'redoing is you're kind of warming
them up with content. So theirnatural defense mechanism is
(10:57):
down a little bit, and they leanin, because they're interested,
we actually do that with X ads,because when you can do, you
could run an engagement ad,assuming engagement objective
ad, which means you know,there's different objectives
within the ads manager, youcould do keyword objective, you
could do a reach objective, togo out to, you know, talk more
top of funnel traffic engagementis just to get a lot of people
engaging in the post, whichmeans they're reading, they're
(11:20):
interacting with it, they'reclicking on it. But we have some
times we'll take these long formcontent pieces, where there's no
mention of the software, oranything, I'll give you an
example. There's just onesoftware. It's called retention
exits and ecommerce software.
It's really awesome software.
And this was the first one ofthe first things I bought from
Twitter. And it's the softwarethat plugs in the Shopify and
analyzes like, they have thisincredible, like machine
(11:42):
learning to analyze all of yourdata, and actually have an AI
it's not the only feature, butone of their main things, they
have an AI and they say, Hey, weanalyzed, you know, your
customer list your data, if youmarket to this segment of people
right here, you know, they'reripe for for making a purchase.
So you can click one button,create a segment, and then send
out an email to them. And I'mlike, This is amazing, right.
But the way that I got into thatad, was it was about cohort
(12:05):
analysis, in terms of, you know,tracking, all the, you know,
leads were coming through thefunnel, how they're converting
how much money each cohort isworth. And it was like seven
different, you know, things tolook for when you're doing
cohort analysis. I don'tremember the exact time but or
something along those lines. AndI was reading it, and I was
like, Oh, this is great. This isgreat. Because I was working as
a CMO for an E commerce companywas like, wow, this is really
(12:27):
great. And the end I was like,oh, wow, there's a software that
does this, I immediately boughtit, right? If they just said,
Hey, buy this thing. It's thiscool tool, I'd be like, No,
whatever. But they kind ofdemonstrate it in the ad. And it
was this thread that was maybe10 tweets long, it was super
educational. And I saw that andI was like, Oh, this is great.
So and then I wound up tellingpeople, you know, six different
clients about it. And now I'mhere telling everyone about it.
(12:50):
So it's like, it's funny, it'sall came from one ad that showed
up in my newsfeed.
Matt Wolach (12:56):
That's amazing. So it is okay to do threads like
normal as an ad. So I thought Iwas just like an image post,
like Facebook or something. Butthreads are okay as as as well.
Chris Orzechowski (13:06):
I think it's better to do threads. I think
for every kind of even in Ecommerce company, I think you
can because, and I've done thisa lot with email over the course
of my career where you know,sometimes you see in SaaS
Seaton, brick and mortar, yousee it in E commerce a lot,
where it's just like a pictureof a product and then set the
buy button or like maybediscount code and like, that
might work. You know, it'llwork, okay, it'll work average,
(13:28):
right? But like, I don't want tobe average, I want to be the
best. And I think when you'reputing ad dollars behind it,
then you really don't want tojust be average, you want to
average returns on your addollars, right? You want
outsized return. So when you getthat is by using long form copy,
and you look at like all theseold space ads from the 50s 60s
70s. And like tons of long formcopy, like they had really great
imagery, but the copy is thething that cut into the image
(13:50):
grabs the attention, but thecopy is what makes the sale,
right. So that's the approachthat I love. And I have a client
right now, they have a digitalproduct, of course, about how to
start a newsletter. And we juststarted with a very small
budget, we just started like aweek ago, they're already out of
5.27x roas. And all we did wasessentially take one of their
really educational informativestory based emails. It was like
(14:12):
an origin story email about youknow how my client has started
his newsletter, and grew into aseven figure business. And it's
really educational. There's tipsin it, and then it leads to and
if you want more, you know,here's this course where we
teach the whole system. And it'sgreat because if you just took
an image, we ran an image testwhere it's like, let's just take
a piece of static have like twoor three sentences of copy, and
(14:34):
it's getting clicks, but ithasn't really made any sales,
but the long form ones makingsales because it's pre framing
people properly. Because again,like when people are on x, it's
like they're looking forinteresting things. They're
looking for those rabbit holesto tumble down. So you can
convert people with a static,you. It might depending on the
product targeting it could work.
I've seen it work obviously. Butwhat I like to do is use that
(14:54):
extra tutorial style approachwhere you're pre framing people,
you're warming them up with thead itself. And we see this too,
with all kinds of products. Youknow, sometimes people will have
a Facebook ad even, you know,we're on different platforms.
There'll be one cents sentence acopy and a static and like those
could work, okay. But thenpeople go, and they'll test the
long format, and that'll outconvert a lot of times, right?
Because again, it's aboutmeeting your people where
(15:15):
they're at. And especially withSaaS, you there usually is a
bigger decision process unlessit's a five or $10 a month,
like, you know, app on yourphone or what you know, where
it's like, oh, cool, 10 bucks,impulse purchase, whatever. But
if it's a SaaS, that's $100 $200$500 $1,000 a month, like, it's
a bigger decision that needs tobe made. So people need to be
educated.
Matt Wolach (15:35):
Yeah, I totally agree. I think it's a really
powerful story, especially likeyou said, the origin story is
amazing. And I've seen severalorigin stories that I just
followed, I got into the threadthinking, Oh, this is just
really interesting at the end,they're like, and that's how I
came up with this software thatyou should probably get and I'm
like, Yes, I should get that.
And then you when you when youbuy into the story, you're so
(15:57):
emotional about that, thatgenerating that emotion is
really cool. I think it's it'ssomething that obviously we try
to do in any part of the of thefunnel, but especially right
there at the top of the funnelwhen people are first meeting
you that that how this wholething came to be is really
powerful.
Chris Orzechowski (16:14):
Oh, yeah, I mean, and that's something like
Matt Wolach (16:14):
Makes a lot of sense. And something else I'm
I love repurposing assets,especially for these kind of
thinking of right now is? Okay,so if you're going to advertise
things. Like, if you've writtenthat as an email, maybe that's
the first email on your welcomesequence. Try that as an ad, you
know, like those converts. Sowell, sometimes. I mean, we I've
worked with tons of clientswhere like, first thing to do is
send the welcome sequence orrewrite that first email, we've
had a 50% lift in conversion,just from literally just doing
(16:35):
that one thing. So I alwaysthink like, a good hook is a
good hook. Right? It doesn'treally matter if it's on Google,
if it's on YouTube, if it's onFacebook, if it's on Instagram,
if it's on x, if it's an email,if it's on a postcard, if it's
in your deck, your presentationthat like a good hook is a good
hook, right? So your job as afounder as a marketer, CMO,
(16:56):
Director of marketing, whateverit is to identify what those
hooks are that get people'sattention, move them action, and
then amplify those. So you know,it's a lot of testing,
obviously, right? Just like itis with everything. But you know
that you have a good hook. Andevery time you know, there's a
hot button topic, and every timeyou mentioned it, your customers
eyes light up, you're like,Okay, that's the ad, that's what
we're going to run with, let'sbuild an angle around that.
(17:24):
on X, should you also be postingorganically as well to maybe
start building your account? Ordo people sometimes get stuck?
Because they're like, Well, Iwant to advertise on X, but I
should be posting organically, Idon't have time to do that yet.
So I'm just not going toadvertise yet. What's your take
on all that?
Chris Orzechowski (17:39):
You don't need to I think it helps. You
know, I think in general, anyplatform, the more content you
have out there, I view it aslike owning, it's like the
Monopoly board, it's like, themore properties you own the
Monopoly board, the more moneyyou're gonna make, because the
more chances someone's gonnaland on your properties, you're
gonna get paid, right. Andthat's always the analogy I like
to use. So I think it helps, Idon't think it's completely
(18:00):
necessary. I've seen somecompanies that absolutely crush
and they'll have 1300 followers,and, you know, they'll post
every, you know, once a month,twice a month, but they're just
so dialed in with the ads, thatit doesn't really matter. It
really depends on the product.
But I don't want that to stoppeople. Because, you know, you
don't have to necessarily, it'sgoing to be an accelerant if you
do. But again, if you know, ifyou're just posting, you know,
(18:23):
one piece a week, but it'sreally insightful, and then you
turn those in the ads. And allyou have to do is there's this
button in the ads manager thatwhen you do an engagement
campaign, it says Use existingad and then you could just pull
the ad right into the adsmanager, right now the way that
it works in the ads manager forthe urban side is like you have
the character limit. So like youwant to type it out, you can
(18:43):
type out a long form. But if youuse the use the existing ad
button, I think it's actuallymislabeled it should say use
existing post, you could pull anorganic post in and run that as
an ad. And it'll take all thesocial proof and everything
that's on that post. And thenyou supply the targeting
parameters, and then distributeit. So yeah, I mean, it's not
necessary, it can help, but Idon't think it should be an
obstacle for you to get started.
Unknown (19:06):
Yeah,
Matt Wolach (19:06):
Yeah, great point.
And we've talked a lot about,especially in this podcast, a
lot about the difference betweena company brand and a personal
brand. How do you work with yourclients? Do you recommend the
ads under the company brand orunder the personal brand or
both?
Chris Orzechowski (19:21):
I don't think it matters. I've seen people do
it both ways. So you can reallymake it work either way. It's
you know, if you are postingmore content on one versus the
other, then maybe run it fromthere. But again, it's not gonna
matter that much in the grandscheme of things in my opinion.
Matt Wolach (19:39):
Okay, cool. So, as we wrap up here, Chris,
businesses, they might behesitant about investing in
Twitter advertising, what wouldbe your advice to them? What
would you share with them?
Chris Orzechowski (19:49):
I would say start small. You know, if you
have really good content that'sworked elsewhere, just start
small and see what happens,right. You know, I don't think
you have to start spending$1000, $2000, $3,000 a day. I
mean, if you're an enormouscompany, you know, if you're a
billion dollar company, thenlike, yeah, that'd probably be
where you want to start. But ifyou're a smaller company, if
you're, you know, seven figures,or multiple, six figures,
(20:10):
whatever it is, you're just kindof just getting started. You
know, I have clients start with$10 a day, and doesn't seem like
a lot. But again, if you'rereaching 10,000 people a day
with your ads, because the CPMsare so low, if you're getting
dollar CPMs, or even $2, CPMs,or reaching 5000 people, you're
gonna get feedback pretty fast,which is nice. You're gonna get
a, I think, a prettystatistical, a good statistical
significance, you know, 10, 1520 bucks a day, I look at it
(20:34):
like investment to like, if youare committed to growing with
ads, I mean, that's theultimate, like, when you have an
ad funnel, where you can put $1and get more than dollar back,
and an advantageous timeline foryou that works for your
business. It's like playing thegame with cheat codes, you know,
I mean, it's, it's so mucheasier, because, you know, you
have a scalable system now, andit works without you because you
(20:55):
know, you're spending money,you're getting the money back
and you're getting the customer,right, so most SaaS businesses
just about I mean, I'd say what90 95% They operate on monthly
recurring revenue or annualsubscription plans. So you have
rebuilds built in, right. So ifyou know what your lifetime
value is, and you know what youhave to pay to acquire customer,
even if you break even on thefront end, right? Even if you
have to spend $100 to get $100month purchase, or whatever it
(21:17):
is, that's fine, because monthto year, you're all profit,
right? And then from there onout, you now own that customer.
Matt Wolach (21:24):
Totally agree, I think it's amazing. And one of
the things I've learned in termsof advertising on any platform
is if you go into it as arookie, and you don't know what
you're doing, you're gonnaprobably waste a lot of time and
money. So have an expert. SoChris, it's awesome that you've
come in and share this anybodyout there if you guys are
thinking of, hey, I think I wantto do this definitely talk to
Chris. He's the expert at this,Chris, we're the best places
(21:45):
that people can get a hold ofyou and learn more about how you
can help.
Chris Orzechowski (21:48):
If you want to reach out to me on X, my
handle is @chrisorzy. You canalso go to 100yearbrand.co
That's like my main site forconsulting started from email
list is something I talk about.
And I also have a newsletter onbeehive it's called
"Xvertising". Think it'sXvertising.beehive.com. I think
(22:09):
that's the URL probably shouldget a custom URL at some point.
But I'm just using the free one.
But I published a newsletterevery week about x ads and just
you know deep results fromexperiments that I'm running and
things that I'm learning as I'vebeen you know, experimenting
with the platform and talkingwith people internally on the
team and sharing what I'velearned so a lot of free stuff
(22:32):
there. I've published eightissues so far published one
every week and you know, it'sit's a it's a good if you want
to do it yourself. There's a lotof good info in there. And and
obviously, if you want helpalways reach out to me too.
Matt Wolach (22:41):
Okay, perfect.
That's really, really helpfulstuff. We'll put all that into
the show notes. So if you'relistening right now, go ahead
and grab it right there. But,Chris, this has been great.
Thanks so much for coming in andsharing all this.
Chris Orzechowski (22:51):
Thank you for having me, Matt. Appreciate you.
Matt Wolach (22:53):
Absolutely. And everybody out there. Thank you
for being here as well. Again,make sure you are subscribed,
you do not want to miss anyother experts coming up. We're
gonna drop gold like Chris justdid for us. So hit that
subscribe button, you'll be goodto go. Also, we're looking for
reviews. So if you think this isreally helpful, if you think
you're growing from this, pleasegive us a good review. That way
other people will notice thisand you'll be helping the
community at large. Thank youvery much for being here and
(23:15):
we'll see you next time. Takecare
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