🌟 Editor's Note
Welcome to the first edition of the Owned & Operating Newsletter! We've got a packed newsletter full of insights, events, and inspiring stories from the world of owned media.
1️⃣ The Weekly Play
Step Up Your CTA Game
Many startup homepages lead with one CTA: “Book a demo.” But here’s the problem. It works for only 1% of visitors who are ready to buy right now. Everyone else bounces.
Here’s a better approach: Give buyers a lower-commitment CTA next to your main one.
Try something like:
“Watch a 2-minute product tour.”
“Get the free playbook.”
“See how [X company] uses us.”
This lets interested but not-yet-sold visitors keep engaging on their terms. You’re giving them value before asking for a meeting.
Want bonus points? Track which CTA gets more clicks and adjust your homepage copy to reflect what your visitors are actually curious about.
Takeaway: Your homepage should serve both buyers and browsers. Don’t make them choose between buying now and leaving.
2️⃣ This Week in Growth
Cognism Got 43% More Conversions by Testing Their Messaging First
Cognism partnered with Wynter to optimize their demand generation strategy, and they didn't increase ad spend or change their core offering.
Instead, they used Wynter to A/B test messaging with their ideal customers before launching campaigns, then applied those insights to high-traffic pages like their demo and homepage.
The result was a 43% increase in conversion rate on their demo page and 40% on their homepage.
3️⃣ Owned Intel
3 Headlines You Shouldn’t Miss:
Google rolls out the June 2025 core update. Started June 30 and may take three weeks to complete. Expect ranking shifts as Google prioritizes more helpful, people-first content.
Meta cracks down on reposted content. Facebook will limit reach and remove monetization for creators who repost others’ content without original input.
LinkedIn launches analytics API for creators. New API lets creators track post performance across tools like Buffer, Hootsuite, and Zoho.
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4️⃣ The Scroll Stopper
Build a High-Converting Pricing Page in 15 Minutes
Wes Bush, founder of ProductLed, shared how his team built a custom GPT that creates high-converting pricing pages in just 15 minutes.
It asks smart questions, compares competitors, suggests the right structure and price points, then builds the full page for you, including headlines, FAQs, and CTAs.
Built on a proven four-step pricing framework, this GPT is way more useful than generic AI copy. Wes even demoed it live during a recent workshop. And yes, you can still get access.
5️⃣ In the Loop
How to Turn a Short Video Into SEO Fuel
Short videos are great for reach. But they’re terrible archives. Your best takes disappear in 24 hours.
Here’s what to do instead: Grab one short video where you nailed the “aha” moment, and expand it into a blog post or newsletter. Add frameworks, examples, and a next step.
Now you’ve got:
A piece that drives SEO and email signups
A linkable resource to reference in future content
A traffic engine you control
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