Tactical DTC marketing essays

The cost to reach 1,000 people runs from about $2 to about $1,000, depending on where you buy it.

Your hit rate is a function of how many unproven things you're holding at once. Most "this doesn't work" verdicts are just bad variable accounting.

(The Most Famous One Might Just Be A Saying?)

A creative health check for operators: concentration, hit rate, and creative half-life, and how to find the gap when growth stalls.

Point it at a brand and a direction. It does the research, makes the ad, and hands it back in one shot. Not perfect, but a new format you can test in 15 minutes.

Steal it, run it, send it to your team.

Here's the 2 mode model I use to analyze data quicker and more effectively now and a quick run down on how I built it.

All these people are worth following / links to full posts below!

Why offer changes move accounts like nothing else, how to pick the right construct for your brand, and the four ways promos go wrong.

Prime Day starts Tuesday, June 23. If your prep so far consists of reading this post, this is exactly what I'd do between now and then.

12 Formats to copy today and why.

After working with many 8 and 9 figure brands - here are my thoughts.

After dozens of audits and close to half a billion in Meta ad spend reviewed this year, there is no perfect structure, cadence, or creative mix.

So much of ad production got commoditized this year. All ads look the same, which means they perform worse and fatigue quicker. On meta, creative moats and creative diversity scales.

So many ads that "work" only work for a few days. The job is finding the ones that work for months.

Sub-KPIs are sensors, not steering wheels. The moment you treat them as goals, Goodhart's Law will come around and bite you.

The tension between creative and media buying is the most expensive unresolved conflict in paid media. Here's a framework to diagnose it and a reality check most creative teams need to hear.

The exact tools, spreadsheet formulas, and weekly workflow I use to manage $30M+/year in ad spend.

What's working, what we're testing, and what we're learning on Meta

Subtitle: A single reference list of everything I check when I audit a brand spending $100k+/mo on paid.