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I used to work with an air purifier brand, and at one point we ran a copywriting exercise across the whole site. I won't name them, but it made all the difference. Not because we found some magic headline. Because it forced…
NewsletterTurn the questions in your support inbox into your next creative brief.
NewsletterSo this week I'm doing something a little different. I went back through every newsletter I've sent this year to see which ones you opened and read the most. One of the top sends of the year was my notes from Hudson…
NewsletterFirst, the stage. On Thursday we hosted the Ecom Founders Q4 Summit at Capitale in New York, and honestly I'm still a little wired from it. A full room of founders and operators, nobody pitching, everybody comparing notes on…
NewsletterI'll be honest, I'm living it right now too. I'm helping out a new supplement brand that's at this exact stage, and most of what's below is stuff I've had to figure out again in the last few months... not stuff I remember…
NewsletterToday’s newsletter is dedicated to everyone who's going to miss Thanksgiving dinner this year. Those of you eating a plate at the kitchen counter with a laptop open, checking Shopify every four minutes, texting your group chat…
NewsletterWhether you feel it or not, your marketing is always working through at least two funnels. The first one is about whether someone is problem aware. Do they know they have a problem, or that they have something that can…
NewsletterBlack Friday is at the end of November, but brands importing from Asia are making their biggest inventory bet of the year right now. Production can take 30-90 days. Ocean freight adds another 45-60.
NewsletterMost brands enter Q4 with a pile of half-decisions. The promo calendar is almost done. Inventory is mostly locked. Creative is moving, but nobody knows if there is enough of it. Cash planning lives in one spreadsheet,…
NewsletterToday’s newsletter will be something you can have open on one screen, and then “do” alongside on another screen with me. When I talk to other colleagues and people within our industry, I love to find out how people are using…
NewsletterA few years ago, I wrote a newsletter called "4 Reasons Your Ads Aren't Working." The short version was that if you think your ads aren't working, you're probably diagnosing the wrong problem. Back then, my answer came down to…
NewsletterI was talking to an established consumer brand... real team, real spend, years in market. Over the last three to six months, they'd built somewhere between 20 and 30 paid landing pages. Different products, different angles.…
NewsletterHope you're hydrated and took advantage of this weekend’s beautiful weather to get a good sweat in too. This past week, on 3 separate calls, a common pain point came up… one makes $500K a month, one at $8M, and one at $9M. 3…
NewsletterWinning social commerce used to mean winning Facebook ads. Find the right audience, match the hook to the pain point, put a good offer behind it, and let the machine spend. That still matters. But it is not enough anymore. The…
NewsletterThis past week I had the pleasure of joining one of the biggest brands’ global CMOs in one room. All their operating countries CMOs fly in for a week of discussion, and today’s newsletter is what I wanted to share from it.
NewsletterWe're in the second-half of the year now. Summer season is upon us (sales are flying), inventory and ops are getting ready for the upcoming holiday season, marketing is figuring out what bundles and products they're going to…
NewsletterNext week, the full BFCM Audience Building plan ||
NewsletterTwice a year, Shopify does what Apple does every June. They dump a giant list of shipped product on the table and tell you which way the platform is now pointing. This drop is the loudest one in a while. 150+ updates, and…
NewsletterThe difference between a well put-together listicle and one that is just jumbled together with AI copy, is success and failure. You simply can’t just run AI slop and expect to out-perform your competitors. But before we get…
NewsletterI'm running HYROX today, so I'm going to keep this one focused. By the time you read this, I'm either going to feel incredible or question every decision that led me to this Sunday evening. But regardless, I want to talk about…
NewsletterThe brands winning are doing less, louder.
NewsletterThe decision to cancel happens weeks before someone even cancels… that’ just when you find out.
NewsletterThe companies that win the next five years are the ones that wire this up correctly... right now.
NewsletterAll the money is made in LTV… that’s what we’re going to focus on today
NewsletterA few reading routes through the collection.
Start with customer questions, then work through the PDP.
2 articlesSubscription mechanics and the experience after a purchase.
2 articlesTurn what customers ask into a useful creator brief.
2 articlesThe growth decisions and experiments I’m working through that week.