E07: From $250 CAC to $5: A Copywriter’s Impact | Justin True

In this episode of My Best Hire, host Rajeev Soni sits down with Justin True, a seasoned fractional CMO and marketing advisor, to uncover the story of his most impactful hire: Selina. From navigating a sea of resumes to discovering a standout talent, Justin shares how Selina’s unmatched curiosity, strategic brilliance, and innovative frameworks revolutionized his team’s marketing efforts.Links & Resources🎙 Listen to More Episodes: https://www.effectv.ai/mybesthire🔗 Rajeev Soni on LinkedIn: https://www.linkedin.com/in/rajsoni/🔗 Justin True on LinkedIn: https://www.linkedin.com/in/justintrue/🔗 Selina Scheumann on LinkedIn: https://www.linkedin.com/in/selinascheumann/📄 Read the Blog Post on Effectv: https://www.effectv.ai/mybesthire/episode/2d5bf72d/e07-from-dollar250-cac-to-dollar5-a-copywriters-impact-or-justin-true📲 Follow My Best Hire on Instagram: https://www.instagram.com/mybesthire/🔗Justin’s Website: https://www.jdtadvisors.com/🔗True Experts Podcast on Youtube: https://www.youtube.com/@Justin-True🎤True Experts Podcast on Spotify: https://open.spotify.com/show/4iHSz1TKZdsPx0auReDl3W?si=0cf2db7a35614a92Key TakeawaysSelina’s Frameworks Revolutionize Messaging: Justin recounts how Selina engineered a persona-based messaging matrix that mapped buyer awareness levels (problem aware, solution aware, etc.) to specific copy strategies. Her work reduced customer acquisition costs from $250 to $5—a transformative impact.Stretching Selina’s Skillset: Justin shares how he encouraged Selina to step outside her comfort zone, such as managing external agencies. While challenging, these experiences helped her grow professionally.Leadership Philosophy: Balancing Challenge and SupportJustin emphasizes creating roles that leave space for curiosity and creativity rather than overloading employees with tasks. This approach nurtures talent and drives innovation.The Role of Curiosity in SuccessJustin highlights curiosity as Selina’s defining trait—her drive to gather information, experiment, and learn was key to her exceptional performance.Must-Listen Quotes“Customer acquisition costs went from $250 to $5.” – A testament to the power of her persona-driven copywriting frameworks.“Curiosity drives intelligence gathering; the more information you have, the better decisions you can make.” – Justin on why curiosity is a superpower in professional growth.“When you have trust and open communication, you can do anything.” – Justin’s philosophy on building strong leader-team relationships.“I don’t hire robots; I hire people who are curious and driven.” – On creating space for creativity within roles.Key MomentsCuriosity as a Core Trait: Selina’s curiosity fueled her ability to innovate and excel in her role, demonstrating the importance of hiring individuals who are naturally inquisitive and eager to learn.Leadership Matters: Justin’s approach of balancing challenge with support helped Selina thrive while maintaining a collaborative environment.Hiring Beyond Resumes: Importance of looking beyond qualifications on paper and focusing on candidates' potential and personality fit.Creating Space for Creativity: Leaders should avoid overloading employees with tasks to allow room for experimentation and personal growth.Tailored Growth Opportunities: Pushing team members outside their comfort zones while respecting their preferences can lead to meaningful professional development.Chapters00:00 Introduction to Talent Identification00:57 Podcast Intro01:37 Justin True's Career Journey04:27 Hiring Selina: The Search for Talent07:38 Selina's Impact and Performance10:50 The Importance of Curiosity in Talent15:36 Leadership and Nurturing Talent20:15 Assessing Personality Fit in Hiring22:21 The Art of Conversation24:43 Creating Space for Growth26:15 Navigating Team Dynamics31:28 Innovative Hiring Practices34:50 Building Human Connections in Leadership36:19 Advice for Professionals on Career Growth42:20 Closing