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| Bonjour Millionaire, Nothing makes me more nervous than when things are going well. Except when things are going badly. I don't even like that I just said the b word out loud. A wise person (not a Marketer) once said, “Sometimes you win, sometimes you learn.” I’d rather win AND learn, thanks. Let’s start with channels. Was this email forwarded to you? ON THIS EPISODE OF GO-TO-MILLIONS Are you winning as hard as you can?The problem with winning is it makes a lot of people complacent. They take the win for granted or just assume they’re lucky. WRONG!  They take it as a signal to relax, instead of pushing harder while they’ve got tailwinds. TRY AGAIN.  When something goes right, there’s a reason: 🌟: Even if it wasn’t planned. When something goes right, you’ve got momentum: 🌟: Insights you can keep testing and proving out. You owe it to yourself, your team, and DJ Khaled to see how far you can take every win. I don't even particularly know much about DJ Khaled and I'm not sure why I'm going here from Game of Thrones to DJ Khaled is a reach even for me. Especially right now, while so many brands are in sleepy summer mode and hung up on some wedding at Madison Square Garden. Sprint on the downhills. Get ahead as much as you can. Try to win again.  WHAT TO DO WHEN YOU’RE WINNING, CHANNEL EDITION:🏅 Scenario 1: If your core channels are performing, and you’ve got headroom against your efficiency targets… Then use that headroom to test something that’s usually too expensive to justify. Not even too expensive, too risky. Risky is the better word. An affiliate deal at a bigger commission than you’d usually greenlight. Extra top-of-funnel spend, as much as possible. Standing up a channel you’ve ignored or that was tested incorrectly long ago. Things that won’t immediately expedite growth, but could improve the business long-term. I say it like this, I can tell how long I've worked at Salt & Stone by how many new channels I've tested. It's how Berkeley and I measure time. The worst thing you can do with extra room is not use it to learn. If it doesn’t work out as hoped, you’ve got the time and budget to recover. You can blend it in and not fuck up your year. 💥 Scenario 2: If you’re conquesting a competitor on 1 channel and something’s landing... Then work it ‘til it stops working, but don’t limit it to that 1 channel. Test it with the same audience on other channels. If a message against another brand’s winning on Amazon, try it for Google. Go after them everywhere. Study their customers and their funnels and attack. If an angle’s hitting on social, see if you can distill its essence for SMS. If an offer’s moving the needle on DTC, you get it. Spend more into it. 😉 Hurry when things are going well. On the hop! 💸 Scenario 3: If you get access to extra budget or an ad credit you weren’t counting on… Then try to negotiate the runway to test it on your own terms, rather than accepting the platform’s default. I once got an $80K [REDACTED] 😉 credit and negotiated a 45-day spend window, instead of the usual 30 days. It blended into my month better if I broke it out. And so I did my usual negotiating trick where I stopped replying. That worked well and my MER was gorgeous for 2 months. Spent like hell into it. Sponsored by Audiense Is your Meta budget being spent based on flawed (or straight-up MISSING) data?  "HANG ON A SEC." That's what 323,000 J.Crew shoppers saw instead of a checkout button on Black Friday. And it cost the company $775K in rev. Join me on July 28 to learn how to NOT repeat this mistake in November. GO-TO-MEME  Extra budget’s helpful, but it’s only transformative if you can learn something with it before it expires. A win is just the start. Success (to me) is taking a win as far as you can. Driving revenue, you know? Like awake at the wheel! Then coming back and doing it again. 🔄 It’s taking everything in me not to end this email with… Nevermind. Yours, | ||||||||||
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