Hey, it's Tommy.

I just spent 5 hours analysing Pathos Communications' complete newsletter system and discovered they're leaving 30% of conversions on the table with one simple fix.

In today's breakdown:

• Why their 2,000-word landing page is killing conversions

• The thank you page trick that actually books meetings

• How their ad promise doesn't match their landing page (ouch)

Want to know if you are ready to put in place a $1M newsletter system?

>> Click Here To Book Your Strategy Call 📅

GROWTH STRATEGY
THE BREAKDOWN: PATHOS COMMUNICATIONS' COMPLETE NEWSLETTER SYSTEM

Stats:

• $650k revenue

• 9,000+ leads generated

• ~1,500 meetings booked

• $80k ad spend

• Over 8x ROI

Why I chose this example: Pathos Communications is a "pay on results" PR agency targeting business owners.

They've got strong social proof and a smart backend, but their funnel has some glaring holes that are costing them serious money.

Despite this, they are crushing it!

But their best performing ad will shock you, read until the end.

Let's dive in...

But first, want to copy their landing page or thank you page?

>> Click here to access the template 📄

PART 1: LANDING PAGE BREAKDOWN

Note: this is just the hero as the full page is too long: https://pathos.technology/growing

1. Headline & Sub-headline

What they're doing well:

• Clear benefit-focused headline: "How Business Owners Are Positioning Themselves As Industry Thought Leaders To Grow Their Business"

• Smart use of "200,000+ subscribers" for immediate credibility

• Addresses the core desire - being seen as a thought leader

Potential improvements:

• The headline is weak and generic. "How to be seen by millions" (from the playbook title) is way stronger

• No urgency or scarcity anywhere on the page

• Missing the "pay on results" angle that makes them unique

2. Visual Elements

What they're doing well:

• Clean, professional design that builds trust

• Strong logo placement and branding consistency

• Logos from Harvard, Morgan Stanley create instant authority

Potential improvements:

• No hero image or visual that shows what people will get (essential with digital products)

• The page feels sterile - needs more personality

• Missing visual proof like screenshots of media coverage

3. Form/Signup Experience

What they're doing well:

• Single-step opt-in with just email required

• Clear blue CTA button that stands out

• Multiple CTA buttons throughout the page

Potential improvements:

• The page is WAY too long - most people won't scroll through 2,000+ words

• No privacy statement or spam promise

• CTA text is generic "Get The Playbook" instead of benefit-focused

4. Social Proof

What they're doing well:

• Excellent client testimonials with real names and companies

• Mix of different business types (Shark Tank, SEO agency, etc.)

• Specific results mentioned in testimonials

Potential improvements:

• Testimonials are buried halfway down the page

• Need more visual proof - actual media coverage screenshots

• Missing founder credentials or team expertise

5. Offer/Lead Magnet

What they're doing well:

• Clear deliverable - a playbook people can use immediately

• Three specific learning outcomes that address real pain points

• Focused on strategic PR coverage, not generic marketing

Potential improvements:

• The offer feels generic - every agency has a "playbook"

• No clear timeline or effort required

• Missing the unique "pay on results" angle that sets them apart

PART 2: THANK YOU PAGE BREAKDOWN

Again, page too long so this is just the hero (aka above the fold, before you scroll)

1. Confirmation Message

What they're doing well:

• Immediate confirmation that the playbook is delivered

• Clear next step with the consultation booking

• Professional presentation maintains trust

Potential improvements:

• No timeline for when they'll receive the playbook

• Missing instructions to check spam folder

• No appreciation or excitement for joining

2. Next Action Prompt

What they're doing well:

• Smart strategy - immediately pushes to book a consultation

• Calendar integration makes booking frictionless

• Clear value proposition for the call

Potential improvements:

• No urgency to book the call now vs later

• Missing limited availability messaging

• Should emphasize it's a strategy session, not a sales call

3. Additional Value Offer

What they're doing well:

• Shows actual playbook preview to prove value

• Clean presentation of the deliverable

• Reinforces the media coverage promise

Potential improvements:

• No bonus content or surprise value

• Could offer a quick video explaining the playbook

• Missing social sharing options

PART 3: AD BREAKDOWN (BONUS)

NOTE: This is one of their best performing ads! See how simple this is?

1. Ad Hook

What they're doing well:

• Strong visual with hand pointing creates curiosity

• "How Entrepreneurs Get Media Coverage" directly addresses the pain

• Good use of specific publications (Bloomberg, WSJ, CNBC)

Potential improvements:

• Ad talks about "being featured in articles" but landing page focuses on "thought leadership"

• Creates disconnect between ad promise and page delivery

• Video format is smart but content needs to match the landing page better

5 TACTICS YOU CAN STEAL FROM PATHOS' COMPLETE FUNNEL

1. Calendar Integration on Thank You Page - Skip the "we'll contact you" nonsense. Put a calendar right there when motivation is highest.

2. Mix Specific Results in Testimonials - Don't just say "great results." Quote actual outcomes like "one of the few agencies that delivers what they promise."

3. Layer Authority Logos Throughout - Harvard, Morgan Stanley logos work. Use them in multiple places, not just once.

4. "Pay on Results" Positioning - This sets them apart from every other agency. Should be front and center, not buried.

5. Biggest Conversion Killer: Page Length - Their landing page is a novel. Most visitors bail after 10 seconds. Cut it by 70%.

What funnel should I break down next? Hit reply and let me know.

Got questions about this breakdown?

Reply to this email - I read every response.

Founder, News Launch

P.S.—Want me to breakdown your strategy in a video? 👉 Reply “video” to this email and drop your website URL

P.P.S.—Want to know how you can put in place your $1M newsletter system?

>> Click Here to Book Your FREE No-Obligation 30-Minute Strategy Call