In partnership with

Bonjour Millionaire,
Hello Sharks,

I'm here today to remind you that we all know too much and that speaking in shorthand to our customers is really not it and that the average person, even if they're plugged in, knows what Black Friday is but does not know what BFCM is and I want you to swear you will aim for clarity as you market.

If you want to make $$$ at least! Thank you!

P.S. I screenshotted the below in 2024 as a reminder to myself to never, ever speak in jargon. This is from Set Active and this is not to pick on them at all because so many brands do this and if the Set Active customer isn't plugged-in-enough to know what BFCM is you are toast if you think your customer knows! They do not! Thank you, Sharks!

Was this email forwarded to you?

Subscribe Here

TOOL OF THE WEEK:

Sponsored by Vibe.co

Here's $50k for TV. My gift to you. Technically Vibe's gift. Semantics!

The deal: spend $100k on Vibe and they add $50k in credits to your account. Think Hulu, Disney+, ESPN, NFL. No contract, no agency, all glory & measurable, attributable returns.

Results flow into Northbeam & Triple Whale, so you grade it in the tools you already trust.

The receipts, per Vibe:
🤖: AirOps hit 3.4x lead growth in 90 days
👟: TYR got 234.6% revenue growth in 60 days
🩲: Shinesty saw 70% CTV-driven purchases from net-new customers

If your plan is to pour every Q4 dollar into Meta and pray, maybe don't! Streaming is your new BFF. Offer ends Oct. 20, new advertisers only. Chop chop 🧛🏻‍♀️

CLAIM MY $50K

GO-TO-MARKET TIP OF THE WEEK: 

My husband just taught me the coolest thing. He said he was talking to his friends and 1 of them taught him that they put a sonic logo on each of their ads so that there's an identifiable, pavlovian, memory check that happens whenever someone hears 1 of their ads so that they remember.

I grew up in LA and I can sing to you the Yes-Cerrittos-auto-square song. That's not what this is, but that is also a sonic logo and it's also a catch phrase. We forget that we're forgetable, and the thing about sound is that it carries with it nostalgia. It has heart.

I want a sonic logo.

EVENT OF THE WEEK:

Say "mobile game ads" and most marketing teams picture a teenage boy on his Xbox. He is not your customer. His mom might be.

Think Sudoku at the airport. Grown-ups with a few minutes to kill.

Then your ad takes over the whole screen, and people watch. That changes what you can do with creative. Join me next week to see how.

Plus $5k in AppLovin credits!

ADDED TO MY WISH LIST THIS WEEK:

🧮: A very pretty holiday P&L*
🧮: I'm so glad she's come back to me.
🧮: It's called drip! Look it up.
🧮: This is insane. Scroll til it reverses. Can you tell I just listened to the David Senra podcast?
🧮: For me!
*Brought to my attention by Levanta

BRAND OF THE WEEK:

Boden: I'm sorry, have you seen anything cuter? 🦆

*I'm biased because my 14-month old son quacks as 1 of his most favorite things to say so it really hits home for me but this is just gorgeous.

Boden is my brand of the week because the jacket is named Multi Mallard and you know what? That's iconic and I'm sure there were other names kicked around and I'm glad they went for it! Fuck it!!

P.S. At checkout, it was very clear that this item (Multi Mallard, if you remember) was on pre-order and so I ordered it and I won't complain and everyone can get along. It's totally fine to put things on pre-order. It totally will hurt conversion rate. It is totally the right thing to do and the strategic call.

WEBSITE OF THE WEEK:

Donni: Because swatches are really important to show in clothing and in any multi-variant offering and I want us all to get better at this and to test into the very best way to show our range.

MEME OF THE WEEK: 

AU REVOIR!

1 time many years ago I wanted to make my Go-to-Millions logo in the essence of The Beverly Hills Hotel and I'm glad that didn't happen but I do really appreciate the art that is that place.

Love you, 

Ari