$75k from one campaign? In this economy?

Don't hire a performance marketers to do a brand builder's job.

BEFORE you launch that new advertising channel, try these 5 things to try to spark new growth in a product or brand that's hit a plateau: 1. Test new prices & offers on your hero SKU. Price-Market-Fit is not something you can set and forget, just look at gas prices the last couple weeks. The price consumers are willing to pay for your product changes with inflation, election cycles, and category maturity. If you haven't tested your prices or offers in the last year, they're officially out of date, test them again. 2. Shoot new creative in different formats and with different creators than you've worked with in the past. If you're ad account is full of UGC, maybe try producing some high quality, polished assets. If you've relied super hard on videos, try some statics. Not every person in your target market will resonate with the same content format. When I see UGC as a marketer, I assume it's fake and dismiss it. When my wife sees UGC of someone who has the same pain points as her, she trusts it. Don't leave any part of your target audience out in the cold, make creative that can resonate with every corner of your audience. 3. Take this mentality into your copywriting, too. If you typically lean into negative, fear of loss, risk aversion messaging, then you're only going to acquire customers who resonate with that. Try to frame it positively, or be more optimistic in your messaging. Instead of showing them what they might lose without your product, show them what they'll gain by adding it to their lives. 4. Look for anomalies in your customer reviews to give you new ideas for ad angles. If 80% of your 5-star reviews are about how awesome your product looks, that means you're really good at marketing how good your product looks. Acquisition is self fulfilling prophecy... But if 10% of your 5-star reviews are about how good your products makes someone feel, then you're probably MISSING that benefit in your top spending ads. Go make more ads & landing pages about how they'll FEEL, and you'll acquire more of those customers that your last round of ads wasn't talking to. 5. Make new products that appeal to a wider range or a different segment of your market. Jack Daniel's does this perfectly. I never buy their base bottle, Old No 7 that costs $25. But there's 8 bottles of specialty, limited edition Jack Daniel's bottles that I paid over $500 each for on my shelf right now. They never would've gotten that money from me if they didn't push into a new market. Mercedes does this great, too. They make the G wagon for people who are rich. They make the C class for people who want to look rich. Rolex sells the dayjust and the daytona, to completely different tax brackets. Puma sells some traditional golf shoes, and ones with camo print all over them. I'd never by the traditional ones (or anything from puma usually) but I'm on my second pair of the camo ones... and so on. Obviously new product dev takes a lot of time, but you can definitely do those first 4 things BEFORE adding the complexity and unknowns of a new advertising channel. Then, when you do launch that new channel, you'll have more learnings for how to make it work for you. Happy scaling

Did you know that you don't have to just ask "How did you hear about us?" in your post purchase survey? I think it's way less valuable to use it as a form as attribution, and way MORE valuable to ask them questions that'll shape your marketing strategy in the future. At Adapt, I'm asking "When did you first hear about us?" "Who supports you on your health journey?" "How do supplements fit into your daily routine?" "What's your favorite way to stay active?" Each of those will affect how we measure our marketing efforts, how we position our brand, what kind of organic content we'll create, which influencers we'll partner with, and what IRL events I'll want us to be a part of. Those insights are way more valuable to me than hearing someone try to remember where they heard about us. - Then, we have some winning results from a brand who just INCREASED their prices - Tweet of the week is really tactical Meta advice - A JUICY Marketer's Anonymous from a guy who's about to quit his job

On this episode: - I started an influencer program with $8k that grew into a multi 7-figure channel - A new form of ad iteration made me sell out of my hero SKU way too fast - Ad fatigue is self inflicted? - Headline tests continue to move the needle - Marketers need to understand WHY performance is bad, then they can work on how to improve it

Most of the time I buy whiskey, I'm happy, celebrating, I'm buying to have a good night with friends or to mark a milestone. But on rare occasions... I buy whiskey when I'm sad, angry, frustrated, stress, I buy it as a coping mechanism... Now that's not good, and it's been a long time since I've done it so don't worry about me, lol... but it exposes a flaw in the way that most of the industry is talking about customer personas. How can one buyer (Me) have two completely opposite mindsets (happy or angry), that lead me to the exact same purchase decision (11 shots of Jack Daniel's)? And if that's possible, why aren't we trying to market to all those different motivators? In this episode, I break down how I use Valence & Intensity zones in my performance copywriting process to reach new areas of our market that some of our top ads just can't resonate with. Watch this episode, then ask Claude to analyze and indentify the valence & intensity zones of your top performing ads, and re-write new variations in the other zones. You'll reach buyers who are in-market for your product, that don't resonate with the tone of your current ads at all.

I've been at a brand where an average SMS campaign would do $8k in revenue. Then we sent one that did $40k in 30 minutes. I've ran an email account that made $6k on a normal daily email campaign. Then we sent one that did $75k in 24 hours. And no, those campaigns weren't sent on black friday, they weren't even sent in Q4. In this episode, I show you how you can take a moment that your customers care about, or can relate to, bring them into your world to experience it with you, and have a day that makes your entire month. I also award a tweet of the week award, share the results of a split test that DID NOT GO MY WAY, and attempt to answer the question, "How do you get away from discounting all the time?" (the first few seconds of audio are a little sketchy then by 10 seconds it's good)

In this episode I break down how we just: - Doubled ad spend while increasing aMER - How doing less allows you to do more - Testing CTA button text - Resending emails to non openers (the easiest, lowest hanging revenue in all of ecom) - & what to do what your top selling product starts to plateau

President of GrooveLife.com joins the show to talk about building lean & efficient marketing teams.

Learn how I've helped 7 figure brands break through the 8 fig/yr mark, here some anonymous questions from marketers early in their careers, and check out a recent DISCOUNT test I ran with suprising results, my Tweet of the Week, and a JUICY Tactical Tip for SuperBowl Sunday.

Dive into how I started a new brand, and how I think about creative strategy & split testing when nobody has ever heard of you.