Issue 102: The comments section is KILLING 💀 your CAC.

Okay! Long weekend OVER. 😤 

…and this break comes just in time to hit the refresh button on 2024 and dominate the rest of it, starting in this glorious time period we call… Q2!

Let’s get it. Here’s your spicy entry into the 2nd quarter.

| TWEET OF THE WEEK

When it comes to Meta ads, I believe you should be creating ads at all places in the funnel. You want to have some ads that are top of the funnel and intended to reach new people. You want to have some that are middle of the funnel and intended to get people considering your product. Then, you also want some ads that are purely intended for people who likely already know of you and are just to seal the deal. I think that's true whether you run dedicated retargeting campaigns or not because you're retargeting whether you want to be or not, but that's a subject for another day.

I think a lot of times people don't think enough about the level of awareness of their prospects and what is the right messaging in the hook and in the general angle that's going to resonate best with them. I find people resort to straight selling on social too much, which doesn't always work best.

We are in a very competitive and what Eugene Schwartz from 'Breakthrough Advertising' would call a sophisticated market. Consumers in our market are very savvy. They have been marketed to many times over many years, so the same claims will not work on them, and one-up claims will not work on them. One-up claims are when brands say their products are better, which is not what you want to do.

Instead, what you need to do is provide why you are different, and instead of just selling your product, you need to convince somebody that they will be successful and get their dream outcome after using your product in spite of their flaws.

| YOUTUBE UNIVERSITY

I Built a $5M/Year Business From a Van

| TOGETHER WITH SARAL

🤔 What's the next ideal channel after Meta Ads?

Good news. Your brand is growing. You're feeling good. It's time to scale. It's time to reach more people. But wait. You want to maintain your authenticity and personal touch. You can't just throw money around; you have to be smart about it. What can you do?

The 3-Second Answer:

Influencer marketing.

The 27-Second Answer:

Influencers bring with them - awareness, trust, creativity.

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💰 Work with nano or micro-influencers and make them your long-term brand advocates. There's something for every budget.

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| QUICK SHOTS

• @ashvinmelwani: So back in 2023 we had dealt with pretty sh*tty data in our ad account after one of our big influencers left

• @DaveRekuc: This DTC index is so much of what people have tried to gleam from Shopify earnings or other similar public data sets. The insight into ROAS in Feb, how and where spend/return broke down, and by how much was so refreshing to read.

• @binghott: If you put a button before you educate or persuade, you might get more clicks, but probably won't get as many sales.

• @oliver__b1: SEO is an interesting one to me. Outsource it for $5k a month. U need to give it 8 months min to see an impact. Meanwhile the agency or contractor could be a total dud.

• @iamshackelford: If you’re a chronic ghoster. You will not make it. If you’re chronically late to meetings. You will not make it. If you’re chronically delayed on your commitments. You’re already done. Change the way you follow up and show up and your life will be better than you’ve ever witnessed.

| HERE FOR THE MEMES

| AND IN OTHER NEWS…

| GET LINKED

The comment section is killing your CAC.

And your brand.

Take this example from Taylor Stitch.

The creative itself is rock solid:

• High quality product image

• You can see the texture of the pants

• Social proof ad copy

But the top 2 comments undermine everything.

My impression from the full ad experience is that Taylor Stitch:

• No longer stands for quality

• Is cutting costs while still charging $100+ for pants

• Makes uncomfortable and poor-fitting pants

The comment section confirmed every buying objection I had.

Now I will never buy these pants, and my perception of Taylor Stitch is forever changed.

Why spend 99% of your time on the creative itself, when the content in the comment section can matter just as much?

Stop ignoring the comment section.

Start managing comments, because doing so will help you make more money.

In the short-term and the long-term.

Here’s a 5-step approach you can implement this week:

1. Create a dynamic list of your top-performing ads for easy access

2. Respond to objections with your existing marketing copy

3. Add links to 3rd party articles to increase social proof

4. Email your VIP customers asking them to comment on specific ads for a reward

5. Use whitelisting to incorporate feedback from influencers

Focus your time on the ads that are getting the most spend.

See what happens to your CPA’s on those ads.

| YOU’RE HIRED

Brand

• 🆕 E-Commerce CEO (Kilo Health)

• Brand Manager (ResBiotic)

• Senior Media Buyer (Bryan Anthonys)

• Wholesale Account Exec (Bryan Anthonys)

SaaS

• Product Marketing Manager (Platter)

Agency

• 🆕 Creative Strategist (Remotely Talents)

• Paid Social Ads Editor (Creative Launch)

• Strategic Director (Surefoot)

• Media Buying & Creative Specialist (Remotely Talents)

Got a job you want us to list? Let us know.

| THE OUTRO

Okay! Everyone in inspired? Everyone ready to get it?

Let’s go! ✌️

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