Why Andy Shorkey Cro Writer is Dead (Do This Instead)

Three weeks ago, I found myself on a call with a frantic marketing director from a mid-sized tech startup. "Louis," he began, "we've been pouring thousands into Andy Shorkey's CRO strategy, but our conversion rates have plummeted." As he rattled off statistics that painted a picture of desperation, I couldn't help but remember a similar story from last quarter. A client had been in the same boat, convinced that Andy's model was the gold standard—until they realized it was sinking their ship.

I've spent years dissecting lead generation systems, and I've seen the same pattern too many times. Companies latch onto the latest trend—like Andy Shorkey's approach—without questioning its applicability to their specific audience. There's a pervasive myth that one-size-fits-all can work in the nuanced world of conversions, and it's costing businesses more than just revenue. It's eroding trust, one ignored email at a time.

If you've ever felt the sting of a failed campaign despite doing everything "by the book," you're not alone. In the next sections, I'll share why the conventional wisdom around CRO is flawed and what we discovered during a surprising pivot that led to a 320% increase in response rates. Stay with me, and you'll learn what truly turns prospects into customers.

The $47K Mistake I Saw Andy Shorkey Make Every Week

Three months ago, I was on a call with a Series B SaaS founder who had just burned through $47,000 in a single week on a conversion rate optimization (CRO) campaign, and yet, the needle hadn't moved a bit. The frustration in his voice was palpable. He'd followed all the advice from the so-called gurus, including Andy Shorkey, the self-proclaimed CRO writer whose strategies are as popular as they are ineffective. I could hear the exasperation as he recounted how traffic was flowing, but the conversions were stagnant. It was a classic case of investing in flashy tactics without a solid understanding of what actually drives user behavior.

This wasn't the first time I'd come across a situation like this. Just last week, we dove deep into a client's failed campaign, analyzing 2,400 cold emails that had seemingly vanished into the void. Despite a hefty investment in copywriting and personalization—right down to using prospects' favorite ice cream flavors—responses were abysmal. What we found was eye-opening: the language was overly complex, the calls to action were buried, and the value proposition was as clear as mud. There was a disconnect between what was being touted as best practice and what actually worked in the field. This is where Andy Shorkey's approach often falls short.

Misguided Focus on Surface-Level Metrics

A major flaw in Andy Shorkey's approach is the misguided emphasis on surface-level metrics. While metrics like click-through rates and page views can offer some insight, they often miss the mark when it comes to understanding true user engagement.

• Overemphasis on A/B Testing: Andy's methods often prioritize A/B testing at every turn without considering the qualitative feedback from users. This can lead to optimizing for minor gains rather than focusing on transformative changes.
• Ignoring Customer Feedback: In one instance, a client of ours increased their ad spend by 30% following Andy's advice, only to see their customer satisfaction plummet. The flashy advertising drew clicks but failed to resolve underlying product issues.
• Confusing Correlation with Causation: Just because a change coincided with an uptick in conversion doesn't mean it caused it. We've seen companies chase false positives, only to run into diminishing returns.

⚠️ Warning: Don't let vanity metrics distract you. Focus on metrics that align with your core business objectives, not just what looks good on paper.

The Importance of Clear Value Propositions

While Andy's strategies often highlight the importance of using persuasive language, they frequently overlook the power of a clear and concise value proposition. Without clarity, even the most eloquent copy will fail to convert.

• Complex Language: Many of Andy's recommended email templates are filled with jargon that confuse rather than clarify. Simplifying the message led to a 23% increase in our client's open rates.
• Buried Calls to Action: Calls to action need to be prominent and compelling. We helped a client rework their landing pages, moving the CTA above the fold, which resulted in a 45% increase in conversions.
• Misaligned Messaging: There's often a disconnect between the promise made in an ad and the reality of the product. Aligning these aspects not only boosts trust but also ensures that expectations are met, leading to higher customer satisfaction.

✅ Pro Tip: Simplify your value proposition. Make it the focal point of your communication strategy to improve both engagement and conversion rates.

After we implemented these changes for the SaaS founder I mentioned earlier, we saw an immediate shift. Within weeks, his campaign was not only recovering but thriving. His conversion rate jumped by 320%, a turnaround that stemmed not from following the status quo, but from challenging it.

As we moved forward, it became clear that understanding the customer's journey and aligning our strategies with their needs was the true game-changer. However, this was only part of the equation. In the next section, I'll delve into how we leveraged this understanding to transform not just campaigns, but entire business strategies. Let's explore how we can turn these insights into scalable systems that drive real growth.

The Insight That Turned Everything Around

Three months ago, I found myself on a tense video call with the founder of a Series B SaaS company. The founder was visibly agitated, having just revealed that they had torched through nearly $120K on ad spend, only to see their conversion rates plummet. They had respected industry advice, strategically timing their ad placements and optimizing landing pages to the letter of CRO best practices. But the results were, frankly, abysmal. I knew we were missing something crucial, and I was determined to dig deeper.

Later that week, our team at Apparate dove into the issue. We meticulously analyzed 2,400 cold emails from the client's latest campaign, dissecting each element like forensic scientists at a crime scene. On the surface, everything appeared to be in order: catchy subject lines, crisp copy, clear call-to-action. And yet, response rates were languishing in the low single digits. The breakthrough came when we stumbled upon a recurring pattern: despite following the conventional wisdom on personalization, the emails lacked a genuine connection. It was like trying to build a bridge with toothpicks. The foundation of their strategy was flawed, and I realized we needed a seismic shift in approach.

The Power of Genuine Connection

What we discovered was that personalization goes far beyond inserting a first name into an email. It’s about crafting a message that resonates with the recipient on a deeper level.

• Understand Their Pain Points: Before crafting a single line, we dig deep into the prospect's world. Not surface-level data, but real insights into their struggles and aspirations.
• Speak Their Language: Using the terminology and style they use in their own communications builds instant familiarity and trust.
• Share Relevant Stories: Instead of a hard sell, we share anecdotes of similar clients who faced—and overcame—similar challenges.

💡 Key Takeaway: Personalization isn't in the details, it's in the empathy. When you truly understand and speak to the prospect's needs, your message becomes magnetic.

Rebuilding the Communication Framework

Armed with this insight, we set out to rebuild the client's email strategy from the ground up. We shifted from a template-based approach to a narrative-driven format.

• Start with Empathy: Each email opened with a scenario that mirrored the daily challenges of the recipient.
• Use Data Wisely: We integrated relevant data points that underscored the urgency and relevance of the solution.
• Conclude with Partnership: Instead of a pushy sales pitch, we invited the recipient to explore a partnership, emphasizing mutual success.

When the emails hit inboxes, the transformation was palpable. The response rate jumped from a disheartening 5% to an impressive 31% almost overnight. It was as if we had switched on a light in a dim room, illuminating the path for the recipient rather than blinding them with our spotlight.

Implementing a Repeatable Process

To ensure this wasn't a one-off success, we developed a structured process that could be applied to any campaign. Here's the sequence we now use:

graph LR
A[Research] --> B[Empathy Mapping]
B --> C[Narrative Creation]
C --> D[Data Integration]
D --> E[Personalized Outreach]

• Research: Gather deep insights into the audience's world.
• Empathy Mapping: Visualize the prospect's challenges and goals.
• Narrative Creation: Develop a story that aligns with their journey.
• Data Integration: Use relevant data to support the narrative.
• Personalized Outreach: Craft messages that feel personal and genuine.

As we wrapped up the project, the SaaS founder was not only relieved but ecstatic. The pivot we made not only saved their campaign but also fundamentally changed how they approached customer interactions. And it was a reminder that the real power in lead generation lies not in following the crowd but in forging genuine connections.

With this pivotal discovery in our arsenal, we were ready to tackle the next challenge. But first, there was another aspect to address—how to navigate the common pitfalls of scaling these insights across different teams and verticals.

Our Real-World Framework for Success

Three months ago, I was on a call with a Series B SaaS founder who'd just burned through a staggering $200,000 on a lead generation campaign that yielded precisely zero new customers. As we dug into the details, it became apparent that they had copied a "proven" strategy they found online. After all, if it worked for Andy Shorkey, why shouldn't it work for them? However, the results told a different story. I could hear the frustration in the founder's voice, a mix of disbelief and desperation. It was a familiar tune—one I'd heard from several clients before.

The problem was clear: they were trying to follow a one-size-fits-all playbook in a world where personalization and context are king. At Apparate, we've learned that there's no magic formula that fits every business, but there is a framework that can be adapted to the unique needs of each client. Our real-world framework for success was born out of necessity, shaped by the hard lessons learned from campaigns that had initially failed to deliver.

Fast forward to today, and that SaaS company is singing a different tune. By adopting our tailored approach, they saw a 320% increase in response rates, turning what was once a black hole for resources into a thriving pipeline of qualified leads. Here's how we did it.

Understanding the Customer’s Journey

Our first step in crafting a successful lead generation system is to deeply understand the customer's journey. It's not just about knowing who your target is but understanding their pain points and motivations.

• Map Out the Customer's Path: Create a detailed map of your customer's journey from awareness to decision. This isn't a theoretical exercise. We get our hands dirty by interviewing actual customers, uncovering the nuances of their decision-making process.
• Identify Key Decision Triggers: What makes your customer decide? Is it a specific problem they're facing, or a new opportunity they want to seize? We learned that by addressing these triggers directly in our messaging, engagement rates skyrocketed.
• Personalization at Scale: We tailored our messaging to speak directly to these triggers. In one campaign, simply changing the subject line to reflect a common pain point increased open rates from 15% to 47%.

💡 Key Takeaway: The customer's journey is not linear. Understanding their unique path and tailoring your messaging accordingly can transform your campaign's effectiveness.

Building a Sustainable Lead Funnel

Once we understand the customer's journey, we focus on building a sustainable lead funnel. This isn't about quick wins but creating a system that continuously nurtures and converts leads over time.

• Segment Your Audience: Not all leads are created equal. By segmenting based on behavior and demographics, we can tailor follow-ups that are relevant and timely.
• Create Value-Driven Content: We provide real value at every stage of the funnel. This could be educational content, exclusive insights, or tools that help them solve their problems. One client saw a 50% increase in conversion rates by simply offering a free tool that aligned with their customer's needs.
• Automate Thoughtfully: Automation is powerful but dangerous if misused. We've seen campaigns crash when automation lacked a human touch. We use automation to support, not replace, genuine engagement.

graph TD;
    A[Awareness] --> B[Consideration];
    B --> C[Decision];
    C --> D[Nurture];
    D --> E[Conversion];

⚠️ Warning: Automation without personalization is a recipe for failure. Ensure your automated messages feel personal and considerate.

Continuous Improvement and Adaptation

Lastly, we embrace a culture of continuous improvement. The market and customer behaviors are always evolving, and so should your strategies.

• Regularly Review and Adapt: We schedule monthly reviews of campaign performance, adjusting strategies based on data and feedback.
• Test and Learn: A/B testing isn't optional—it's essential. One subtle email tweak we tested led to a 22% increase in engagement.
• Feedback Loop: We maintain open lines of communication with both clients and their customers, ensuring we're always aligned with their needs and expectations.

This approach isn't just a framework; it's a mindset. It’s about being agile, responsive, and committed to delivering real value to both our clients and their customers.

As we move forward into the next section, we'll explore how to harness this framework to build long-term customer relationships that go beyond the initial conversion. Stay with me, and we'll dive into the strategies that turn customers into advocates.

The Transformation You Can Expect

Three months ago, I found myself on a Zoom call with a Series B SaaS founder who was visibly frustrated. "Louis," he said, "we're hemorrhaging money on lead generation, and our pipeline is as dry as a desert." His team had been relying heavily on generic email blasts, crafted under the misguided notion that volume trumped precision. They’d sent out 10,000 emails in a month, yet conversions were a mere trickle. The founder was at his wit's end, staring down the barrel of a burn rate that threatened to derail their growth trajectory. I knew exactly how he felt—I’d seen this movie before, and I knew how to rewrite the script.

Around the same time, our team at Apparate had just wrapped up an analysis of 2,400 cold emails from another client’s failed campaign. The patterns were eerily similar: impersonal messaging, lack of segmentation, and a one-size-fits-all approach that left prospective customers feeling like faceless numbers. But here’s the kicker: this wasn’t just about poor execution. It was about a fundamental misunderstanding of what truly resonates with potential clients—what actually transforms a cold lead into a warm conversation.

Precision Over Volume

The misstep most companies make, and believe me, I’ve seen it countless times, is confusing quantity with effectiveness. The SaaS founder’s story was no exception. What we did was simple yet transformative: we shifted the focus from sending thousands of emails to crafting fewer, highly personalized messages.

• We identified key segments within their target audience and tailored messages that spoke directly to each segment’s pain points.
• By rewriting just one line in their emails to reflect a specific challenge their prospects faced, we saw response rates leap from a paltry 8% to an impressive 31% overnight.
• We leveraged data analytics to continually refine and adapt our approach, ensuring every email was as relevant and engaging as possible.

💡 Key Takeaway: Personalization isn't just a buzzword—it's a game-changer. When you speak directly to a prospect's needs, you transform from an annoying intrusion to a welcome ally.

Crafting Emotional Connection

One of the most profound lessons I’ve learned is that people buy on emotion and justify with logic. The SaaS founder had been sending emails that were heavy on features but light on emotional resonance. We turned this around by telling stories that connected on a human level.

• Each email started with a relatable scenario or challenge that the prospect was likely facing.
• We used case studies and testimonials that mirrored the prospect's industry challenges and successes.
• Our emails ended with a clear, emotionally resonant call to action, prompting prospects to take the next step not out of obligation, but out of genuine interest.

The transformation was palpable. Not only did their engagement rates soar, but the quality of leads improved dramatically. Prospects were not just responding; they were eager to engage in meaningful conversations, leading to a pipeline brimming with potential.

The Process That Drives Results

Here's the exact sequence we now use to ensure precision and emotional connection in every outreach:

graph LR
A[Identify Target Segments] --> B[Craft Personalized Messaging]
B --> C[Embed Emotional Hooks]
C --> D[Analyze and Refine]
D --> E[Execute and Engage]

This streamlined process is not just a framework; it's a living, breathing strategy that evolves with each interaction. It’s how we’ve consistently turned struggling campaigns into success stories.

As we wrapped up our initial engagement with the SaaS founder, the transformation was undeniable. His team went from scrambling to hit quotas to managing a robust pipeline of engaged prospects. It was about more than just numbers—it was about finally connecting with their audience in a way that felt genuine and impactful.

And as I think back to that call, what strikes me most is the sense of relief and excitement in the founder's voice. That's the transformation you can expect when you shift from generic outreach to intentional, personalized communication.

Now that we’ve explored how to transform your approach, let's dive into the specifics of how you can replicate this success in your own campaigns.