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 Bonjour Millionaire, Queue TikTok trend: $$$ THINGS
P.S. I'm allowed to participate in this trend as I'm not doing so on organic social as a consumer brand. That is weird. That, we judge. Was this email forwarded to you? Sponsored by Vibe.co The person who added your product to their cart & then ghosted is on the couch watching TV right now. Ignoring your emails. Living her life. Results: ON THIS EPISODE OF GO-TO-MILLIONS  I'm really going to miss that guy. ^ Not sure why he was subbed out but whatever. Has nothing to do with what we're going to talk about I just wanted to see him 1 last time LOL. Okay, so today!! We're going to take care of our future selves and we're going to remember that Q3 is about Q4, and Q4 is about who your brand is becoming years later. About building new customers for future you. So, how do we take action today (Sunday, July 12th) to safeguard our growth engine for 5 or 10 years from now? We remember that the best growth marketers love brand. I do, at least. And, the way to take care of future you is to build room in your performance creative pipeline for better creative that you can deploy LATER. AGGRESSIVE AD CREATIVE PRODUCTIONI like to think I have a winning attitude. We love a proactive digital team, we love a proactive way of utilizing resources. But my definition of aggressive is knowing when to attack and when to be disciplined. It's not very strategic or aggressive to spend budget just because you have it, it's better to spend budget when you need it. No shit, Ari. But this actually not something people do well, so I'm going to mansplain it to us in case. If I have a line item for performance creative content production in this month, but I don't need it for whatever reason, let's say because we're killing it and our creatives that are in a less-expensive to produce style are taking off, why would I spend it on creatives for right now? I DON'T NEED THEM! I want every dollar that can be a working dollar to be a working as hard as it possibly can dollar, and that doesn't change. I just don't need to allocate that budget in the way I planned, if things have changed for the better. We want to take big and little bets all day long on that money, and there are many ways to spend it... PERFORMANCE BUDGET ALLOCATIONLet's say a photoshoot costs $10. It doesn't, but let's pretend it does. Let's say that lo-fi creative that external partners make is earmarked for $20 for that month. Let's say that your internal team is able to find a winning style that is really, really working. And that they've been working hard to make creatives themselves all year to unlock this moment in time where that budget can be used elsewhere. And, that time is now. It's COOKING! And remember, that style that's really working costs $0. Because it's internal and free to make, just takes time and energy from busy people. But those busy people really care about performance and so they do it. And so, you still lean a little on external agency but have $14 left over if you decide to lean into the style you can make on the cheap. The style that is working. What do you do with that $14? I know what I do. I release it to a photoshoot. A full on shoot that has a shotlist that we support, that has a POV, and that is so, so beautiful. That shoot will come back to us later. That $14 won't be missed now, because again, we're scrappy and it's working. And if ever that stops working, we'll have gorgeous, fresh assets that can be used across web, across email, across SMS, across organic social, across performance ad creative. That $14 towards that shoot could create content that we use for years. And so, we give it away. We're happy to!! We are also proud of the lo-fi assets we made that worked that allowed for that room. Happy, happy! I'm responsible for our growth team but also our retention team, and so I love nothing more than to see a gorgeous email with an asset that we didn't have yesterday. There's nothing better than fresh creative, especially hi-fi creative that is differentiated. And, I appreciate that side of the house so very much. BUILDING WEBSITES WITH NO ASSETS^^ That's my entire hell! Not that long ago I led an agency that would launch new Shopify Plus websites for our web clients every single month. We'd complete sometimes 5 in a month, and it would be an entire new site, down to the studs. Many times we'd launch the brand to market, so it would be a website started from nothing. The worst thing in the entire world, and the prerequisite to work with me, was that you needed to commit to shooting into the content that we'd need in order to bring the website to life. UX/UI is part of it. Technology architecture is part of. Launch strategy is part of it. Copywriting is a lot of it. But without world-class assets shot with a point of view (we'd provide that point of view in many cases), the whole thing would be absolutely stunted. It would fall flat. It wouldn't work. Like there's a reason that the #1 way to impact a PDP CVR is to update the carousel of assets that are above the fold. We need assets! I'm used to begging my clients for photoshoots and now that I'm at a brand I literally love nothing more than photoshoot asset release day. IT'S SO EXCITING AND IMPOSSIBLE TO GROW TO YOUR FULL POTENTIAL WITHOUT THIS TYPE OF CONTENT. BACK TO AD CREATIVEHow many times have you saved down an ad that you liked, only to know that you have no way of recreating it because you don't have the assets to support that style. That the backbone of the inspiration is outside of your arsenal of creative and so it will never work. Too many times, probably. With AI, everyone now thinks they can make anything. They can, but it often looks like absolute shit. So, I'm still long on budget allocation that feeds real photoshoots, that takes care of us in future. Give me all of the holiday assets, and I'll make due with stretching the creative I have now. Worth it.  Feels relevant so leaving you with this! .jpg?sig=62f2e939c208718d78ccc5d7fb6fac31485f7a442786e0ca85ddf341deebb1bb&size=email-body&dpr=2) Yours, | ||||||||||
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