Conversion Secrets of Ancient Rome How Julius Caesar, an Italian...
Andrew Gould@AndrewWriteCopy
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Apr 14, 2025
~3 min read
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Conversion Secrets of Ancient Rome
How Julius Caesar, an Italian river, and a pair of image stabilised binoculars can boost your conversions.
// THREAD //
How Julius Caesar, an Italian river, and a pair of image stabilised binoculars can boost your conversions.
// THREAD //
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In this thread I'm going to share an easy, effective, and often overlooked method for increasing your conversions.
It works:
- Online
- Offline
- For digital products
- For physical products
And for pretty much anything else you might want to sell.
Now let's get started...
It works:
- Online
- Offline
- For digital products
- For physical products
And for pretty much anything else you might want to sell.
Now let's get started...
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10th January, 49 BC.
Julius Caesar pauses at the banks of the the Rubicon river.
The river marks the border between Rome's provinces and Italy proper.
To cross into Italy with his army would be treason, insurrection, and a declaration of war.
Stating:
Julius Caesar pauses at the banks of the the Rubicon river.
The river marks the border between Rome's provinces and Italy proper.
To cross into Italy with his army would be treason, insurrection, and a declaration of war.
Stating:
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"The die has been cast."
Caesar and his army cross the Rubicon and march on Rome.
Before the end of the next year they're victorious with Caesar appointed dictator.
And the phrase:
Caesar and his army cross the Rubicon and march on Rome.
Before the end of the next year they're victorious with Caesar appointed dictator.
And the phrase:
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"Crossing the Rubicon"
Would go on to mean...
To pass a point of no return.
And that's what you want to look for in your sales and marketing process.
Let me explain:
Would go on to mean...
To pass a point of no return.
And that's what you want to look for in your sales and marketing process.
Let me explain:
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Before your prospect buys there'll be a point where your chances of making a sale jump from...
Average to almost certain.
And that's your Rubicon.
You want to find it and optimise it.
Let me make it clear with an example:
Average to almost certain.
And that's your Rubicon.
You want to find it and optimise it.
Let me make it clear with an example:
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Before becoming a copywriter I sold cameras.
And as a sideline the business also sold binoculars.
Most of them were cheap and cheerful.
But we had one expensive pair. A pair of Canon image stabilised binoculars.
No one was interested in them...
And as a sideline the business also sold binoculars.
Most of them were cheap and cheerful.
But we had one expensive pair. A pair of Canon image stabilised binoculars.
No one was interested in them...
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They were four times the price of our next most expensive pair.
If I tried to sell them, prospects wouldn't give them a second glance.
But if I got a prospect to look through them, the chances of them buying went from...
0% to over 75%.
And this was because...
If I tried to sell them, prospects wouldn't give them a second glance.
But if I got a prospect to look through them, the chances of them buying went from...
0% to over 75%.
And this was because...
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They were fantastic.
If you looked through them, you wouldn't want to go back to a pair of non-image stabilised binoculars.
So that was the point of no return, the point where the Rubicon was crossed.
And I crossed it by saying this to anyone who looked at binoculars:
If you looked through them, you wouldn't want to go back to a pair of non-image stabilised binoculars.
So that was the point of no return, the point where the Rubicon was crossed.
And I crossed it by saying this to anyone who looked at binoculars:
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"I know you're not interested in them, but just have a look through these, they're absolutely amazing."
Then I'd offer them the binoculars.
Those who took them and looked were almost guaranteed to buy.
And most businesses have a similar point of no return...
Then I'd offer them the binoculars.
Those who took them and looked were almost guaranteed to buy.
And most businesses have a similar point of no return...
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But few take advantage of it.
Instead they focus solely on the final step of the sales process.
And miss out on countless easy sales.
Don't do that.
Find your Rubicon moment and take full advantage of it.
To sum up:
Instead they focus solely on the final step of the sales process.
And miss out on countless easy sales.
Don't do that.
Find your Rubicon moment and take full advantage of it.
To sum up:
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- Study your sales and marketing process.
- And dig into your analytics.
- Look for the point where your chances of making a sale drastically increase.
- And then optimise that point.
It's an easy way to grab the low-hanging fruit and boost your conversions.
- And dig into your analytics.
- Look for the point where your chances of making a sale drastically increase.
- And then optimise that point.
It's an easy way to grab the low-hanging fruit and boost your conversions.
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Follow me @AndrewWriteCopy for more quality tweets and threads on marketing and copywriting.
And if you enjoyed this thread and found it valuable, retweet it to help your fellow persuasion professionals:
And if you enjoyed this thread and found it valuable, retweet it to help your fellow persuasion professionals:
Andrew Gould@AndrewWriteCopy
Conversion Secrets of Ancient Rome
How Julius Caesar, an Italian river, and a pair of image stabilised binoculars can boost your conversions.
// THREAD //
How Julius Caesar, an Italian river, and a pair of image stabilised binoculars can boost your conversions.
// THREAD //
