🧮
You’re Measuring
The Wrong Thing…
Your ad targeting is fine.
Your ad creative is fine.
Your ad placements may be the problem.
Most teams evaluate media spend on delivery. Far fewer ask whether each placement was worth buying in the first place. That's where budgets quietly bleed out.
Adelaide's 2026 Outcomes Guide breaks down 60 campaigns across 16 industries to show how one media quality signal predicted performance every time.
🙋🏻♂️
Let me ask you a question…
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🚀 This Week's Growth Hack 🚀
🚫
Never Say These 5 Words
I was listening to one of the only two or three podcasts I actually make time for these days when they interviewed Tommy Mello, the founder of a billion-dollar garage door repair company.
Instead of talking about operations or hiring, he spent a surprising amount of time talking about the words he trains his sales team to use.
His point was simple:
The words you choose shape how customers perceive your product way more than most people realize.
Here are the five sales rules every marketer should steal.
🤑 Rule #1: Never Say "Cost." Say "Investment."
When someone hears the word cost, they think of money leaving their bank account.
When they hear investment, they immediately think about the return they'll receive.
One word shifts the conversation from price to value.
Apply it to your business:
Agency: "A monthly investment that helps you acquire more customers."
SaaS: "An investment that saves your team 20 hours every month."
E-commerce: "An investment in something you'll use every day."
🏆 Rule #2: Never Say "Most Expensive." Say "Top of the Line."
"Most expensive" makes customers think they're spending more money.
"Top of the line" makes them think they're getting the very best.
Nobody brags about buying the most expensive option.
People love telling friends they bought the best.
Apply it to your business:
Agency: Position your highest-tier package as your "Top of the Line Growth Partnership."
SaaS: Instead of "Premium Plan," call it your "Top of the Line Platform."
E-commerce: Highlight your flagship product instead of simply labeling it your most expensive.
👷🏻 Rule #3: Never Say "Cheapest." Say "Builder Grade."
The word cheap screams low quality.
Builder grade says exactly the same thing—but without the negative baggage.
It's affordable without sounding disposable.
Apply it to your business:
Agency: Offer a "Starter Package" instead of your cheapest package.
SaaS: Position your entry plan as "Essentials" or "Starter."
E-commerce: Call it your "Everyday Collection" or "Builder Series."
The product didn't change.
Only the perception did.
👨🏻⚖️ Rule #4: Never Say "Cancel Anytime." Say "You Have the Right of Rescission."
"Cancel anytime" subconsciously plants one idea:
You're probably going to cancel.
Instead, "you have the right of rescission" communicates protection without inviting people to think about leaving before they've even signed up.
Words matter because they shape expectations.
Apply it to your business:
Agency: Emphasize your satisfaction guarantee instead of leading with cancellation.
SaaS: Focus on your free trial or customer success instead of reminding users they can leave.
E-commerce: Highlight your hassle-free return policy rather than encouraging buyers to think about refunds.
✏️ Rule #5: Every Word Creates a Story
This was really Tommy's larger point. Customers don't buy products. They buy the story they tell themselves about those products. Every word either increases perceived value...
...or decreases it.
Most marketers spend hours debating colors, fonts, and button sizes. Meanwhile, they never question the language they're using. The best marketers know that copywriting isn't just about persuasion.
It's about framing.
This week, read through your website, your landing pages, and your sales deck.
How many words could you swap for better ones?
You might be just one word away from a much higher conversion rate!
See you next week,
MarketingMax
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That’s it for this week!
Thanks for being a part of my journey :)
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