She Hates It...

Had a call earlier today.

It was with one of my coaching students who runs a landing page CRO agency.

( haven’t really offered this publicly, just a few people here and there )

He was stuck.

His latest test was losing to the client's control by 22%.

It was for a women's beauty brand

So we jumped into the page to see what’s up.

He walked me through the page, and everything pretty much looked good on the surface…

Benefit-focused headline, benefits, social proof — everything that you’d expect to see on a “high converting” product page…

But there was one section that caught my attention.

It was a section on the page where they outlined all the issues women face with their appearance and getting “pretty lashes”.

Standard marketing approach, right?

Agitate the pain point.

Except the image they chose showed a woman with negative body language. Frustrated expression. Tense posture. The kind of visual that screams "i'm unhappy with how i look.”

This is what was stopping him from beating the control…

Because sometimes, marketing isn’t about what you DO say…

But more about what ISN’T said.

let me explain really quick…

Women are evolutionarily wired to read and empathize with emotional states more intensely than men.

Empathy is the ability to feel what someone else feels.

Women show higher activation in mirror neuron systems. They're better at reading micro-expressions.

They feel other people's emotions more intensely and accurately than men do.

Which means when a woman sees another woman looking frustrated or disappointed, her brain may not logically understand the emotion…

But she does feel it.

Her nervous system fires as if she's experiencing that negative emotional state herself.

It may not be a powerful wave of emotion…

But in a game of milliseconds to get someone to purchasse in a world full of distractions…

That tiny change in the mental state can stop the sale.

And it did

I told him to remove that entire section.

Not replace the image. Not rewrite the copy. Just delete it.

Within 48 hours, the updated page was beating the control by 19%…

+ 33% in revenue per visitor…

+ 12% increase in AOV…

From a seemingly small tweak that most people wouldn’t even think about.

This isn't about being "sensitive" or "politically correct." — it’s about making more money.

A Deeper Dive Into Why This Worked

This is the more scientific stuff for the ones who are always wondering “why,” like me.

For thousands of years, women's survival depended on accurately reading emotional states in their social groups.

That wiring doesn't disappear just because we're now looking at landing pages instead of tribal power dynamics.

If she pissed off the wrong person, read the room inaccurately, or couldn’t tell when to speak up vs when to stay quiet — Shes gone.

Or if she couldn’t tell when her caveman husband was too irritated or angry?

Violence.

So her superpower became language and social situations.

Your average marketer doesn’t get this.

(or probably even think about it)

The real lesson isn't about images or copy.

Now don’t get me wrong…

Im a DR guy to the death of me.

But the thing that makes the difference is having the “6th sense” that allows you to identify these kind of things and mix them into your copy and funnels.

See you on the next one

- DT.

P.S.: Been cooking like crazy — Malcolm and I are knee-deep into building something that will make understanding and implementing principles like this effortless.

Want to see our current outline and add your input on what would make this most valuable for you? Just reply to this email.

I don’t really sell much.

But when I choose to?

I feel obligated to make my products as high-level and valuable as possible.