One of the biggest issues I've seen in paid facebook advertising happens on facebook ads, funnels and emails A lot of times it's not even the copy that's the issue But it's the lack of consistent scent (congruency)... If you smell someone cooking steak and hot dogs on the grill it might make you salivate, it might make you come to the grill to get some food Your mouth is already prepared for something specific And out comes a bowl of prunes, sat right down in front of you Now you may love prunes (i'm not sure how) but it's not what you were waiting for And that lack of consistency in scent (incongruence)... That lack of congruency in messaging... That lack of congruency in imagery... Runs WILDLY in advertising... From facebook ad, to landing page, to thank you page, to welcome email - the amount of emotions I see played with, expectations not met, promises not delivered are too many to count. You may not need better copy You may just need a congruent customer journey Let's see which side of the fence you are on