Alex
@heyitsalexP
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I make marketing strategy simple, actionable & tactical for eCom brands who want to beat the competition: https://t.co/kIyKSdSl0t
Joined November 2010
Tomorrow, at 8AM EST, I'm sharing my proven Black Friday Playbook: tactics I've personally vetted across brands of every size and stage of growth Only for subscribers:
no-best-practices.kit.com
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Something I thought I would never write: If you have an aggressive BFCM sales plan... and Q3 was below expectations... You should run a pre-BFCM sale NOW Not simply to juice the #'s... But to increase your customer & cookie pool ahead of BFCM & give yourself a fair shot
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If you want to win Black Friday/Cyber Monday, your offer is more important than anything else. Make it: 1. Simple enough to appeal to cold buyers 2. Compelling enough to feel like your biggest sale of the year, even for day-one fans 3. At least 25% off, unless you never promo
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Stop testing your add to cart button colors. Start testing your add to cart button copy. Hints: "Click to (verb)" Replace "buy" with (outcome verb) Put an emoji on it Winners are v. audience-specific (NBP). Don't do this during BFCM.
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What are the crappiest, lowest quality "gifts with purchase" or cross sell items you've seen lately? My contribution is the "scoop arsenal". Copywriting doing a heavy lift there...
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NO BEST PRACTICES
Look I have a brand that went from $0-$45k in meta ad spend from June 1st - today. I can tell you that what we did there will not work for your brand. The problem with our industry is we continue to think what works for one will always work for others. It won’t. So stop
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CAC goes up (and conversion rates go down) in a recession.
You can tell the economy is struggling because brands are coming up with a dozen ways to justify losing an increasing amount of money when acquiring new customers
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How to scale a fashion brand with Meta ads, without sacrificing aesthetics: https://t.co/ZvgWYkdcdK
dtcfashiondecoded.com
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Fashion brands will say “we need you to hit a 5x ROAS” and then make you send all the ads to this landing page because “it has to be on brand”
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What is that software that lets you find famous people and influencers that have already purchased from your brand?
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Most testing frameworks optimize for short term results. The tests that "drove a 25% lift" today will gobble up your margin tomorrow. Most simple example: a test variant that contains a promo will outperform every other variant. Promotions/free money lifts conversion rates.
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Here's a question for everyone: is there a simple, low cost tool you can use to build more robust segments in Klaviyo or Shopify? Example: Everyone with a first purchase promo % that is between 0-20%.
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Anyone who posts "AI creator/podcast/whatever ads are crushing right now" needs to disclose if they're doing deep fakes. Not just Oprah et al. Fake generic white lab coat lady also counts.
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NO BEST PRACTICES
The Branded Search Conundrum: A prospect looking up your brand likely has sky-high intent, but the risk of losing them at the last step is hard to ignore. Add in pressure from your CEO...who just sent you a screenshot of your main competitor in top position – and it’s no surprise
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This one's gonna hurt but... ...your Meta ads aren't scaling because you're too scared to lose money (on paper). I'm not talking about pushing spend into ads that obviously are not working. But I am talking about "day trading"–killing ads before enough time has passed to
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It's true that a big sale/promo (like BFCM) drives exponentially more $$ than a full price day. For that reason, it becomes priority #1. Focus on full price marketing starts to slip. But success at full price enables success on promo. Don't become a snake eating its tail. 🐍
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Great overview of the DTC supplements space rn 👇
A moment, yes But the number of supplement brands struggling is insane, especially those launched in the last 5 years. And most of the brands you look up to have CACs that will make your head spin. You can't just come in with a ton of cash, get aggressive with ads, and hope
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NO BEST PRACTICES
There is a pattern at play and it's clear as day. Beginners and low IQ bros in general will always ask for swipes and examples (not saying you're low IQ as a beginner but you can't possibly be a beginner 5 years in). Experienced killers will always ask to learn more about the
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