The Unfair Advantage: How to Dominate BFCM as a Beauty Brand with Lauren Schwartz

You think you know how to sell until you hear Oren Klaff talk about it. Today, we’re hosting the man behind Pitch Anything and Flip the Script to uncover why most marketers lose deals before they even start. Oren doesn’t just challenge conventional sales wisdom. He flips it upside down, showing how neediness kills deals.Oren Klaff is a leading expert in sales, raising capital, and negotiation. As Director of Capital Markets for Intersection Capital, he has helped companies secure billions of dollars in funding. He’s a best-selling author, a sought-after speaker for global giants like Google and Xerox, and a pioneer in neuroscience-based persuasion.Oren explains why marketers must learn to hold boundaries, call out clients' “games,” and create consequences on every sales call or risk being dismissed as low status. His approach is raw, counterintuitive, and insanely practical for anyone who needs to persuade at scale. If you’re ready to rethink how you pitch, sell, and win deals, this one is for you!In This Episode:- Writing the 'Pitch Anything' book- Why neediness when selling kills deals- Practical sales techniques to break neediness - How to maintain a high status in sales calls- Dealing with the ‘final boss’ in negotiations- The importance of setting consequences in sales- Holding clients accountable for their behavior and values- Pitch Anything vs. Flip the ScriptBuy Oren Klaff’s Books:Pitch Anything: https://a.co/d/fRAqAby  Flip The Script: https://a.co/d/hTcp9lP Listen to This Episode on Your Favorite Podcast Channel:Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491 Follow and listen on Spotify:https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK Subscribe and watch on YouTube: https://www.youtube.com/@perpetual_traffic?sub_confirmation=1We Appreciate Your Support!Visit our website: https://perpetualtraffic.com/ Follow us on X: https://x.com/perpetualtraf Connect with Oren Klaff: Website - https://orenklaff.com/ LinkedIn - https://www.linkedin.com/in/orenklaff/ Connect with Ralph Burns: LinkedIn - https://www.linkedin.com/in/ralphburns Instagram - https://www.instagram.com/ralphhburns/ Hire Tier11 - https://www.tiereleven.com/apply-now Connect with Lauren

Many marketers focus solely on driving traffic but overlook the critical step that follows: the landing page. In this episode, Andrew Miller, Co-Founder and VP of Client Services at Workshop Digital, shares how landing page optimization (LPO) and leveraging first-party data can drastically increase the ROI of your marketing campaigns.With over 20 years of experience, Andrew has helped countless B2B businesses maximize their conversions by optimizing their post-click experience. We explore the game-changing role of AI tools like Google’s AI Max and how they’re reshaping the future of online marketing.You’ll also learn how to bridge the gap between AI-driven ads and optimized landing pages for different target audiences to attract better leads and achieve higher conversions.In This Episode:- SEO in the age of AI- Content quality and distribution strategies- How AI Max has impacted Google ads- The future of media buying and data flow- Optimizing landing pages and the post-click experience- Why aligning marketing and sales is critical&nbsp;- How to optimize data flows &amp; micro conversions for better leads- Targeting the right customers with AI- Case study on the impact of dedicated landing pages- How to get in touch with Andrew MillerMentioned In the Episode:Google AI Max: https://blog.google/products/ads-commerce/google-ai-max-for-search-campaigns/Use the code "PT10off" at the end of your trial to get 10% off: https://unbounce.com/pt/Previous episodes on landing page optimization:https://perpetualtraffic.com/podcast/episode-711-defeat-the-new-google-ai-max-landing-page-doomsday-with-val-riley/&nbsp;https://perpetualtraffic.com/podcast/episode-707-decode-googles-new-diabolical-landing-page-changes-with-tas-bober/&nbsp;Listen to This Episode on Your Favorite Podcast Channel:Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491&nbsp;Follow and listen on Spotify:https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK&nbsp;Subscribe and watch on YouTube: https://www.youtube.com/@perpetual_traffic?sub_confirmation=1We Appreciate Your Support!Visit our website: https://perpetualtraffic.com/&nbsp;Follow us on X: https://x.com/perpetualtraf&nbsp;Connect with Andrew Miller:&nbsp;Website - <a href="https://www.workshopdigital.com/" rel="noopener noreferrer"...

The easy shortcuts in digital marketing, like quick flips, four-hour workweeks, and AI-generated funnels, are gone! Former Perpetual Traffic co-host and Google Ads powerhouse Kasim Aslam joins us today to explore why the old playbook no longer works and why the future belongs to those willing to do the hard, unscalable work.&nbsp;&nbsp;Kasim shares the thesis that changed how he approaches starting and scaling a business. From his incubator of 17 businesses to investing in industries most people overlook, Kasim’s perspective will reframe how you think about scaling in the AI-driven landscape.&nbsp;If you want to learn how to build smarter, stronger businesses in a world where automation alone won’t save you, this one is for you!In This Episode:- Kasim's journey post-Perpetual Traffic- The cost of traffic in digital marketing- Scaling and measuring profitability: "diminishing returns" is not a stop sign- Accounting for incalculable gains as you scale- The death of quick flip businesses&nbsp;- Leveraging hard work and human connection&nbsp;- Apple’s example of goodwill and brand loyalty- How to sign up for the upcoming growth hacking conferenceMentioned In the Episode:Previous episode with Kasim on the law of inverse profitability: https://podcasts.apple.com/us/podcast/why-the-law-of-inverse-profitability-is-the-1-way/id1022441491?i=1000650815702&nbsp;Sign up for the Growth Hacking conference with Kasim: perpetualtraffic.com/growth Listen to This Episode on Your Favorite Podcast Channel:Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491&nbsp;Follow and listen on Spotify:https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK&nbsp;Subscribe and watch on YouTube: https://www.youtube.com/@perpetual_traffic?sub_confirmation=1We Appreciate Your Support!Visit our website: https://perpetualtraffic.com/&nbsp;Follow us on X: https://x.com/perpetualtraf&nbsp;Connect with Kasim Aslam:&nbsp;Website - https://kasimaslam.com/&nbsp;LinkedIn - https://www.linkedin.com/in/kasimaslam/&nbsp;Instagram - https://www.instagram.com/kasimaslam/&nbsp;Connect with Ralph Burns:&nbsp;LinkedIn - https://www.linkedin.com/in/ralphburns&nbsp;Instagram - https://www.instagram.com/ralphhburns/&nbsp;Hire Tier11 - <a...

Black Friday and Cyber Monday are right around the corner, and many beauty brands are feeling the pressure. Lauren Schwartz, Head of Creative Strategy at Tier 11 and founder of The Loft 325, joins me today to discuss how beauty brands can still make the most out of these significant days.&nbsp;Lauren shares her experience and proven strategies to help beauty brands thrive in this competitive season. We talk about creative hook strategies, bundle offers, and the best ways to connect with your audience.It’s not too late! You can still make this holiday season your most successful yet. Lauren’s expert advice will help you maximize your sales potential, avoid profit pitfalls, and turn BFCM into your biggest revenue days of the year!In This Episode:- Meet creative strategist, Lauren Schwartz- The "cheat code" for Black Friday and Cyber Monday sales- Bundle strategy vs discounts: avoiding profit pitfalls&nbsp;- How to create a bundle for BFCM- Multiple bundle strategy vs site-wide sales&nbsp;- What is the best discount price for BFCM bundles?- How aggressive should you be when using bundles for LTV growth?- Tips for creative hooks for beauty brands- Understanding holiday hooks: subtle vs in-your-face approaches&nbsp;- Black Friday and Cyber Monday webinar previewListen to This Episode on Your Favorite Podcast Channel:Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491&nbsp;Follow and listen on Spotify:https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK&nbsp;Subscribe and watch on YouTube: https://www.youtube.com/@perpetual_traffic?sub_confirmation=1We Appreciate Your Support!Visit our website: https://perpetualtraffic.com/&nbsp;Follow us on X: https://x.com/perpetualtraf&nbsp;Connect with Lauren Schwartz:&nbsp;LinkedIn: https://www.linkedin.com/in/lauren-schwartz-07354312&nbsp;Connect with Ralph Burns:&nbsp;LinkedIn - https://www.linkedin.com/in/ralphburns&nbsp;Instagram - https://www.instagram.com/ralphhburns/&nbsp;Hire Tier11 - https://www.tiereleven.com/apply-now&nbsp;Connect with Lauren Petrullo:Instagram - https://www.instagram.com/laurenepetrullo/LinkedIn - https://www.linkedin.com/in/laurenpetrullo&nbsp;&nbsp;Consult Mongoose Media - https://mongoosemedia.us/&nbsp;Mentioned in this episode:<a...

Don't just throw content out there! Make it purposeful. Download our content matrix today to refine your strategy, map content that connects, and discover fresh angles that keep your audience engaged.&nbsp;Get it here: https://www.tiereleven.com/content-matrix&nbsp;Creating content for your brand is not just about posting product pictures and hoping for the best. If your social media feed feels disconnected or lacks authenticity, it’s time to rethink your strategy. Alisan Matthews, Head of Email and Social Media Marketing at Tier 11, joins me to discuss how to align your brand’s message with your audience to boost engagement.&nbsp;Alisan explains how you can identify the core pillars of your brand’s messaging and use them to create a content matrix that guides your posts. By organizing your ideas into clear categories, such as education and community engagement, you can maintain consistency while diversifying your content for better engagement.In This Episode:- Meet Alisan Matthews- Crafting your brand's unique story with content- Why authenticity on social media is critical- Getting started with the content matrix- The four pillars of content creation strategy- Implementing the product promotion tier- Does the content matrix apply to all industries?- Education and value: leveraging engagement &amp; trends- Webinar announcement and Black Friday tipsListen to This Episode on Your Favorite Podcast Channel:Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491&nbsp;Follow and listen on Spotify:https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK&nbsp;Subscribe and watch on YouTube: https://www.youtube.com/@perpetual_traffic?sub_confirmation=1We Appreciate Your Support!Visit our website: https://perpetualtraffic.com/&nbsp;Follow us on X: https://x.com/perpetualtraf&nbsp;Connect with Alisan Matthews:&nbsp;LinkedIn: https://www.linkedin.com/in/alisanschmidt/&nbsp;Connect with Ralph Burns:&nbsp;LinkedIn - https://www.linkedin.com/in/ralphburns&nbsp;Instagram - https://www.instagram.com/ralphhburns/&nbsp;Hire Tier11 - https://www.tiereleven.com/apply-now&nbsp;Connect with Lauren Petrullo:Instagram - https://www.instagram.com/laurenepetrullo/LinkedIn - https://www.linkedin.com/in/laurenpetrullo&nbsp;&nbsp;Consult Mongoose...

As Meta continues to invest billions in AI, understanding its impact on advertising strategies is crucial for any marketer looking to stay competitive. In this episode, Andrew Foxwell, a true OG in Meta advertising, reveals how marketing agencies and consultants can adapt to the rapidly changing digital landscape.&nbsp;Andrew discusses how AI is not only making advertising more automated and accessible but also revolutionizing the creative strategy game. He shares valuable insights on what works today and what doesn’t when it comes to creating effective ads and navigating Meta’s complex ecosystem.&nbsp;Plus, Andrew presents a framework for agency owners who are feeling overwhelmed by AI adoption and the pressure of client expectations. His approach to identifying what matters versus what’s just noise will help you align your marketing strategy with Meta’s latest AI innovations.In This Episode:- Andrew Foxwell’s career in digital marketing- Meta's investment in Andromeda and ad automation- Meta’s AI innovations in organic traffic vs advertising- What marketing agencies should be doing differently today&nbsp;- Biggest challenges agencies are facing with AI adoption- Helping agencies identify the "one thing they must do" and why- Managing client expectations and communicating AI adoption plans&nbsp;- How to connect with Andrew Foxwell and Foxwell FoundersListen to This Episode on Your Favorite Podcast Channel:Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491&nbsp;Follow and listen on Spotify:https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK&nbsp;Subscribe and watch on YouTube: https://www.youtube.com/@perpetual_traffic?sub_confirmation=1We Appreciate Your Support!Visit our website: https://perpetualtraffic.com/&nbsp;Follow us on X: https://x.com/perpetualtraf&nbsp;Connect with Andrew Foxwell:&nbsp;Website:&nbsp; https://www.foxwelldigital.com/&nbsp;Email: [email protected]&nbsp;Join Foxwell Founders: https://foxwellfounders.com/&nbsp;Connect with Ralph Burns:&nbsp;LinkedIn - https://www.linkedin.com/in/ralphburns&nbsp;Instagram - https://www.instagram.com/ralphhburns/&nbsp;Hire Tier11 - https://www.tiereleven.com/apply-now&nbsp;Connect with Lauren Petrullo:Instagram - https://www.instagram.com/laurenepetrullo/LinkedIn - <a href="https://www.linkedin.com/in/laurenpetrullo" rel="noopener noreferrer"...

You’ve got your first $10K to invest in your new in-person or online business. Should you dive into ads, hire an agency, or focus on content creation? It’s overwhelming, especially when everyone has their own “secret” formula for success. You don’t need to invest in every trendy digital marketing strategy to see results.In this episode, we break down what moves the needle for new business owners. From influencer partnerships that cost you nothing to leveraging simple content creation, we share our go-to marketing strategies based on real-world success stories.Forget the noise. Focus on what works, and do it consistently. Join the conversation now and learn how to make smart, calculated decisions that build a solid foundation for your business.In This Episode:- Comparing notes on personal relaxation techniques–yes, really!- Challenges of starting a business- Why you need to prioritize effective marketing strategies- How to spend $10k to drive in-person and online sales- Why build a brand personality or share the founder’s story- Leveraging user-generated content- The need for in-person events when selling to Gen X- Handcrafting vs. automating customer engagementMentioned In This EpisodeRyan Reynolds Shares His Aviation American Gin Out of Office Reply - https://www.youtube.com/watch?v=VbJwX6aG8UcListen to This Episode on Your Favorite Podcast Channel:Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491&nbsp;Follow and listen on Spotify:https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK&nbsp;Subscribe and watch on YouTube: https://www.youtube.com/@perpetual_traffic?sub_confirmation=1We Appreciate Your Support!Visit our website: https://perpetualtraffic.com/&nbsp;Follow us on X: https://x.com/perpetualtraf&nbsp;Connect with Ralph Burns:&nbsp;LinkedIn - https://www.linkedin.com/in/ralphburns&nbsp;Instagram - https://www.instagram.com/ralphhburns/&nbsp;Hire Tier11 - https://www.tiereleven.com/apply-now&nbsp;Connect with Lauren Petrullo:Instagram - https://www.instagram.com/laurenepetrullo/LinkedIn - https://www.linkedin.com/in/laurenpetrullo&nbsp;&nbsp;Consult Mongoose Media - <a href="https://mongoosemedia.us/" rel="noopener noreferrer"...

Today, we’re breaking down a lead generation case study that resulted in a 397% increase in revenue and a 356% boost in gross profit. The business, which was stuck at $620,000 in annual revenue, shot up to $2.5 million after just six months of applying the right strategies.&nbsp;We dug into the client’s existing assets, found multiple lead magnets, and used them to target different pain points across a broader audience. The result was a more engaged audience, a more diversified funnel, and ultimately more conversions.&nbsp;If you’re struggling to scale, it's time to rethink your marketing strategy. Stop pushing for immediate sales and start creating a nurturing experience for your audience. Listen in and learn how you can adapt our lead gen strategy to fit your business.&nbsp;In This Episode:- Lead generation case study results breakdown- Step 1: Moving from simple to complex funnel strategy- Step 2: Installing the CPL/nCAC reducer framework- Step 3: Deploying the digital velocity engine for ad creation- Final results summary: 397% revenue increaseListen to This Episode on Your Favorite Podcast Channel:Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491&nbsp;Follow and listen on Spotify:https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK&nbsp;Subscribe and watch on YouTube: https://www.youtube.com/@perpetual_traffic?sub_confirmation=1We Appreciate Your Support!Visit our website: https://perpetualtraffic.com/&nbsp;Follow us on X: https://x.com/perpetualtraf&nbsp;Connect with Ralph Burns:&nbsp;LinkedIn - https://www.linkedin.com/in/ralphburns&nbsp;Instagram - https://www.instagram.com/ralphhburns/&nbsp;Hire Tier11 - https://www.tiereleven.com/apply-now&nbsp;Connect with Lauren Petrullo:Instagram - https://www.instagram.com/laurenepetrullo/LinkedIn - https://www.linkedin.com/in/laurenpetrullo&nbsp;&nbsp;Consult Mongoose Media - https://mongoosemedia.us/&nbsp;Mentioned in this episode:https://www.activecampaign.com/https://unbounce.com/pt/https://www.activecampaign.com/

Why do some ad campaigns crush it while others flop, even with the same budget? It all comes down to metrics and strategy. Let’s get the first part out of the way.&nbsp;Get Your nCAC Calculator Now! - https://www.tiereleven.com/ncac&nbsp;In today’s episode, we share a client story where more than $10,000 went up in smoke on a webinar that didn’t convert, and how a simple shift in strategy turned everything around.&nbsp;&nbsp;Lauren explains how her team builds strategy documents that keep everyone aligned and how knowing your numbers and setting the right goals can change everything. We also get into the real differences between subscribers, leads, and sales-qualified leads, and why so many businesses set themselves up for frustration by mixing them up.&nbsp;&nbsp;If you’re planning a webinar launch or any infoproduct, setting ad budgets, or just trying to figure out where to put your next marketing dollar, you need the right strategy to achieve your goals. Listen in as we share the wins, the lessons, and the strategies that can help you turn ad spend into predictable growth.&nbsp;In This Episode:- Why strategy is critical for achieving marketing goals- Mongoose’s strategy documents for the post-hire process&nbsp;- Example of revenue vs sales and marketing goals- The structure and content of the strategy doc&nbsp;- Pixel strategy for Meta and monitoring the campaign performance- Why Meta is better than Google for selling webinars&nbsp;- Budget allocation strategy for awareness, conversions, and lead generation- Email/SMS integration into the paid ads strategy&nbsp;- Final thoughts on the strategy success formula: goal, budget, and target&nbsp;Listen to This Episode on Your Favorite Podcast Channel:Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491&nbsp;Follow and listen on Spotify:https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK&nbsp;Subscribe and watch on YouTube: https://www.youtube.com/@perpetual_traffic?sub_confirmation=1We Appreciate Your Support!Visit our website: https://perpetualtraffic.com/&nbsp;Follow us on X: https://x.com/perpetualtraf&nbsp;Connect with Ralph Burns:&nbsp;LinkedIn - https://www.linkedin.com/in/ralphburns&nbsp;Instagram - https://www.instagram.com/ralphhburns/&nbsp;Hire Tier11 - https://www.tiereleven.com/apply-now&nbsp;Connect with Lauren Petrullo:Instagram - https://www.instagram.com/laurenepetrullo/LinkedIn - <a href="https://www.linkedin.com/in/laurenpetrullo"...

Meta’s Andromeda updates have made most ad strategies obsolete. We can help you update your ad strategy using AI and creative diversification for a high ROAS.Talk to us: https://www.tiereleven.com/apply&nbsp;&nbsp;In today’s episode, we take you to our Ad Lab live event, where we discussed Meta's Andromeda update in detail and how it's changing the digital advertising landscape. Our guest, John Moran, has been testing and deploying strategies to match the new updates, achieving incredible results.We explore how focusing on creative diversification can break through tough competitive markets, even when business performance isn’t where it needs to be. John also shares the Fishbone Effect—a creative strategy that targets diverse audiences with various creative elements within the same campaign.You’ll understand why your creative strategy is everything when it comes to scaling your Meta ads. We’ll also cover key strategies that can help you scale your campaigns despite the ongoing Andromeda updates.In This Episode:- Meta Andromeda update &amp; testing strategies- Content diversification strategy: 10 different ad types explained- Results from one campaign, one ad set structure with Andromeda- The Fishbone Effect: How Meta distributes ad spend&nbsp;- When to pause high-spend, low-converting ads&nbsp;- Performance max with CAPI imports resultsListen to This Episode on Your Favorite Podcast Channel:Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491&nbsp;Follow and listen on Spotify:https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK&nbsp;Subscribe and watch on YouTube: https://www.youtube.com/@perpetual_traffic?sub_confirmation=1We Appreciate Your Support!Visit our website: https://perpetualtraffic.com/&nbsp;Follow us on X: https://x.com/perpetualtraf&nbsp;Connect with John Moran:&nbsp;LinkedIn: https://www.linkedin.com/in/johnmorangads&nbsp;Connect with Ralph Burns:&nbsp;LinkedIn - https://www.linkedin.com/in/ralphburns&nbsp;Instagram - https://www.instagram.com/ralphhburns/&nbsp;Hire Tier11 - https://www.tiereleven.com/apply-now&nbsp;Connect with Lauren Petrullo:Instagram - https://www.instagram.com/laurenepetrullo/LinkedIn - https://www.linkedin.com/in/laurenpetrullo&nbsp;&nbsp;Consult Mongoose Media - <a href="https://mongoosemedia.us/" rel="noopener noreferrer"...