Why I deleted my best-performing ad

I did something stupid yesterday.

At least, that's what the marketing gurus would say…

Deleted my best-performing ad from my portfolio.

The one bringing in leads like a magnet.

The one with a CTR that made other copywriters slide into my DMs asking for "tips."

Gone… Poof

Why would I hide my golden goose?

Because it wasn't me.

See, the ad worked. 

Too well…

It had all the perfect triggers.

All the psychological tricks.

All the "proven" formulas.

But it sounded like every other copywriter out there.

You know the type...

"10x your revenue with my proprietary framework!"

"The secret blueprint to 6-figure months!"

"Learn how I made $100k in 30 days!"

(I just threw up in my mouth a little.)

It's like that weird phase in high school where you wore Ed Hardy shirts.

Worked great with the ladies at the time.

But now you pray those photos never surface.

That's how I felt showing this ad to potential clients.

Yeah, the numbers were insane.

But every time I pulled it up in meetings, I died a little inside.

Like watching your mom show your baby photos to your first date.

Sure, everyone loves it.

But you're sitting there wondering if you can legally change your identity.

Don't get me wrong...

Results matter more than anything.

And this ad? 

It delivered.

But some things are better left in the vault.

Right next to those Ed Hardy shirts.

And my MySpace profile.

To results that don't haunt you, 

- Callan