Why your ads aren't converting and what you can do about it with Evelina Kagan

Marketing Espresso

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14d ago 26:29

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Let’s be honest… writing ad copy that actually converts?
It’s one of those things no one really teaches you — and winging it on Meta Ads gets expensive real quick.

This week on Marketing Espresso, I’m joined by the amazing Evelina - copywriter and email strategist for brands like Amazon, Luna & Sun, and a bunch of others you probably get emails from without even realising.

We’re diving into the juicy stuff:

What makes ad copy different from your everyday posts
How to write hooks that actually stop the scroll
And why your ad’s only job is to get the click, not sell the whole story

Evelina shares how she helps brands find the actual words their audience is using (think: Reddit rabbit holes and review deep dives), so the copy speaks human, not fluff.

You’ll walk away with:

A clear understanding of what separates ad copy from everything else
The power of a strong hook and how to write one
How to avoid clickbait while still grabbing attention
The role of your landing page in converting cold traffic
Tips on what to test with video vs still images

It’s an episode packed with insights and practical steps. If you’re currently running ads - or thinking about starting - this is one to pop on your walk or listen to with a notebook handy.

Let me know what you think, and as always, feel free to reach out with your questions.

About Evelina

Evelina Kaganovitch is a copywriter and email strategist who blends creative flair with proven frameworks to write high-performing campaigns for brands around the world. With roots in the USSR, Germany, and Australia - and a lifelong obsession with Vogue covers and storytelling, she’s turned her childhood love of fashion and words into a global copy career.

She’s written for 50+ fashion and lifestyle brands, from Amazon and SumUp to indie labels like Luna&Sun, helping them turn their brand voice into magnetic, personality-packed copy. Evelina’s background spans fashion design, UX, and digital marketing, and her work consistently outperforms industry benchmarks (with 64% open rates, 5% CTRs), and a whole lot of weird 3 a.m. ideas that actually work.

Now raising a daughter while running her business on her terms, Evelina’s known for making complex marketing strategies feel simple, fun, and wildly effective.

CONTACT DETAILS & LINKS

Website: www.evelinakreative.com
LinkedIn: https://www.linkedin.com/in/evelinakreative/
Instagram: @evelinakreative

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