“We discovered that the more words we put in front of people, the better return on ad spend we were getting.”

Our guest today is Stevie Lutgen, Sr. Manager UA at Radish Fiction. In our conversation today, we talk about the importance of copy(especially long copy) in reaching and retaining valuable audiences. In a world where emphasis is placed on creating short digestible snippets of content, we were surprised to hear that Radish uses paragraphs and paragraphs of text in their most successful ads. 

In our conversation today, Stevie walks us through the process of selecting, testing, and refining ad copy to best represent their product. We also look at how framing and identifying ‘hooks’ can be so pivotal to performance. 

This week’s episode is a masterclass in how words, narratives and framing can so dramatically impact performance in a world where they are almost taken for granted.

KEY HIGHLIGHTS
📈 Why more copy has correlated with stronger ROAS for Radish.
📚What Radish’s ads look like - and how they ended up with text-heavy ads.
🖼 Framing matters more than the story itself.
🧪Watching Netflix for research.
👏How stories become ads: who on the team owns what part of the process.
📓How stories and narratives work for UAC
🎥 Telling stories on Snap and TikTok
☎️ How Radish is dealing with the absence of deep linking post iOS 14.5
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Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-use-words-to-shatter-short-attention-spans-stevie-lutgen-user-acquisition-radish-fiction/

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