Issue 077: The Video Driving 70% Of Sales at Latico

PLUS: Eight Sleep's 9-Fig Growth Loop Strategy

December 05, 2023

Did you miss it? The Battle Royal that was DTC Twitter over the weekend.

How it went down: Zach Stuck came out swinging with a massive statement about CPCs and the people who say they don’t matter.

Then shit got heated. 🧑‍🚒 

It was an all-in, no-holds-barred, slugfest of WWE proportions, and no, we’re not overselling it.

Dive into the mayhem right here and savor the brainy back-and-forth like you’re watching some vintage highlights of The Rock vs Stone Cold.

TWEET O’ THE WEEK

Most viral growth strategies are only applicable to brands that have a big budget and are ready to scale.

Luckily, our friend Trent Turner, Director of Performance Marketing at Eight Sleep, shared a masterclass on how to maximize growth on a budget.

But, It comes down to a 5-step growth loop you can start to act on right away.

Work with Influencers to promote your product

This isn’t groundbreaking. But from a cost-efficiency perspective, this is the best starting point for young brands.

You can kill two birds with one stone:

  • Build awareness with audiences in different niches.

  • Get UGC-style creatives to repurpose.

Search for creators related to your niche and see who is already posting reviews and reach out.

And get creative by working with influencers who don’t typically create with brands from your niche.

For Eight Sleep, you would think they should work with health lifestyle influencers.

Instead, they collaborated with a variety of influencers, including athletes, TV personalities, tech influencers, and neuroscientists.

 YOUTUBE UNIVERSITY

BFCM 2023 Recap

| TOGETHER WITH SKAI LAMA

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| QUICK HITS

  • Andy Cloyd: Is Flip a company or a temporary wealth transfer from investors to brands?

  • @binghott: This big FB ads change sounds scary but it’s actually a great upgrade for advertisers.

  • Tim Keen: My prediction of what is going to ex-PLODE in 2024…

  • @therahulissar: In the month of September we tested over 50 pieces of creatives on Facebook Ads. Here's 7 creative concepts that performed the best…

  • @RSteveData: There is an interesting dance we get to see this time of year between New and Returning Customers. Up until Sunday, the last 28 days has shown Returning Customer Revenue pulling in +11.02% more revenue than last year. However... (thread)

| HERE FOR THE MEMES

| AND IN OTHER NEWS…

  • BBC: TikTok: US judge blocks Montana's ban citing free speech

  • Digital Commerce 360: Cyber 5 online sales grow 7.8%

  • CNN Business: The holiday spending spree is fueled by ‘Buy Now, Pay Later’ shoppers

  • Marketing Week: Dr Martens credits brand strength for price hikes having ‘limited impact’ on sales

  • The Drum: Yeti on how setting out the perfect year ahead is bolstering brand engagement

  • CNBC: Can an AI chatbot be convicted of an illegal wiretap? A case against Gap’s Old Navy may answer that

  • ADWEEK: X to Double Down on SMBs Following Musk's Advertiser Attack

| GET LINKED

Steven Reiss was an American psychologist who was an expert in what makes us tick (or in technical terms: "intrinsic motivation"). He died in 2016.

As a part of his work, Reiss conducted one of the first large and cross-cultural research surveys on motivation. From four continents, he assessed 6,000 people and discovered 16 "basic desires" (or psychological human needs).

These are common to all of us and deeply rooted in human nature and the way we think and the behaviours we exhibit. In his book "Who Am I?" (recommended reading) Reiss explains that we are all motivated by the 16 basic desires, but as individuals, we prioritise them differently.

In his work, he outlines a helpful psychological tool to assess what motivates a person and this outputs a "Desire Profile" (interesting for classic marketing persona building I'd suggest).

An Overview of the 16 Desires

"What are these 16 desires" I hear you say. I'm glad you asked. Here's a brief summary…

| THE OUTRO

Wooooo!

And your family says what you do is boring. Ha! Who’s laughing now, Grandma?

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