"Caveman trick" saves backend PDP with simple edit

I wrote a PDP for an anti-inflammatory product sold on the backend.

Proven page template...

Proven copy inspired by winning emails of ours...

So I had one of those mic-drop moments when I finished:

"This will SELL," I thought.

And to be extra sure, I had my copy coach, David Deutsch, review the page.

David, as you probably know, is a legend in the industry.

And when he told me, "Mike, this is too complicated."

Then followed it up with, "They just need caveman facts: the what, why, how, where..."

I knew I had overcomplicated it.

Or, in Gen Z speak, I was in the middle of the bell curve meme.

After the call, I went back to the drawing board...

Ripped out all the clever positioning and clever copy...

And the end result was a simple page:

Sure enough, I showed it to my client, and he LOVED it.

Even gave me a couple of fire emojis, lol. Can't beat that!

My takeaway is (#1) I'm thankful for David's coaching...

And (#2) don't ship copy until it's caveman-simple.

It's one of those golden laws that will always be true.

And worth recalling, no matter how many times you've heard it.

Alright, that wraps up email number jeden...

I'm sending this to a grand total of zero subscribers...

So I'm not sure WHO you are that's reading this...

But thanks for your time.

And you're welcome to subscribe for more.