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| Bonjour Millionaire, You guys!!! I just informed Daniel that the Tour De France started. I am a JOCK. Was this email forwarded to you? ON THIS EPISODE OF GO-TO-MILLIONS  ^^ Happy July 5th! Again, so sorry to be writing. I'll keep this brief but pressured. 😉 We're halfway through summer, ish. Time for a petite momentum check. But please see this as a momentum check with love. With love, I want to make sure that you're winning already this summer. That things are going well. You're 2/3rds through with the summer holiday weekends (Memorial Day, where if you got trucked it's okay but then we just had July 4th, where if you got trucked you didn't learn from Memorial Day and that's not okay). Also, a good check that you're winning is that July 4th outperforms MDW. Pretty cut and dry but if it doesn't, that should be a wakeup call. Good thing tomorrow is Monday. SUMMER SPRINTINGLet's assume you had a great July 4th, as I really hope you did. And that, honestly, everything is going super well performance-wise for you so far this summer. And, let's assume everyone has the right attitude. If we assume all that, then we're on the same page and we're actually not in save-our-summer mode and instead we're in summer reading, summer homework mode where we take the breathing room we've created as we pace ahead of plan and RUN AT TOPLINE to get as far ahead on our year as possible. That's what we're going to do together this July. I'm going to list out all of the things I do when things are going well, so that when big months come at us we are ready, tested, prepared, and breaking records. I think it all comes down to developing a muscle for understanding risk and knowing exactly how hard to push without crashing the ship (or bike, Tour De France reference, very sporty and cool). SUMMER READING LISTI think will be helpful to talk creative formats. Channels that should be tested ahead of Q4. Margin accretion. Software upgrades that can't wait for 2027. I think we'll do all that, and more, this July. How fun! On creative, a little preview is that I am still freaked out that the brands I used to work with 3 years ago are all still using the ad copy that I wrote. Freaked out by it in the sense that I just got hit with 1 of the ads that I WROTE that uses an ad copy format that I don't think anyone is using except for brands that I've worked with. That's crazy? No? Oh wait, I know why nobody does it. It's because the ad copy is hundreds of words. That's so much effort! Effort stops a lot of brands from doing a lot of cool shit. That long ass copy has no em dashes, either. Going to drop in something I screenshotted this weekend that I didn't write this version of, but did write a version of a few years ago. It's really good, and very underutilized and VERY LONG. Please try this style this week, and I dare you to write it yourself without AI. Not because AI won't do it well, but because you might write it in a more unique way and that could be really helpful to you and very lucrative.  159 words here, not even as long as I want you to go. SUMMER DEADLINESOur sprint isn't because we want to get a lot out of this quarter. It's because we want to blow out our 2026 plans and that only happens if we're ready for Q4 and that only happens if we stay on schedule. By August 1st, I want the ENTIRE Q4 launch calendar locked. No moving dates. Only thing out of our control is when October Prime will be. Anything for DTC should be locked because we need to know what moments we have to throttle demand. We need to have a path to our monthly forecasts and that's really hard when there's massive change. August 1st!! By September 1st, I want to be in production on BFCM ads, landing pages, heroes. Sorry! By October 1st, I want to have believable daily forecasts built for not just October as a month, but for November and December, too. With spend plans HEAVY at the end of October and at the beginning of November to feed session growth ahead of massive revenue expectation moments. I want session goals built into these forecasts, too. Because why not? By November 1st, I want to understand the OOO schedule across the entire team for the rest of the year so that we have no gaps and so that nothing slows us down. I'm nice, I swear. Just really intense. By December 1st, I want to have ready to deploy as many ad creatives as we did over Cyber basically, because we want to keep spend high before shipping cut off and to keep Amazon offline media fires stoked basically until Christmas. 🤶 SUMMER DOWNTIMEAgain, most organizations are sleepy and lazy and we can use this period before all hell breaks loose to sprint the downhills and get so far ahead that we can give back the levers we've been collecting and call off an email, kill off a low-margin SKU, take a risk. We loveeeee to take a risk. We love to pedal (sorry) as fast as possible so long as we don't lose control. We loveeeee control LOL. Okay, have a great end to your holiday weekend. More TK.  Sponsored by Kana I found a guide to the difference between real Agentic Marketing and what's functionally a chatbot with a price bump. lol.   Yours, | ||||||||||
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