Where Premium Brands Come To Grow
WHERE PREMIUM BRANDS COME TO GROW
Two weeks ago on the podcast, we went deep on the damage that constant discounting does to your brand. The profit erosion. The customer conditioning. The way it trains your audience to never pay full price. We talked about the four buyer types and how constant discounting only speaks to one of them — while […]
Stop and think for a moment about where your customers come from. Is it mostly Meta ads? Mostly Instagram? Have you built a following on TikTok that’s driving a lot of your brand awareness? Now here’s the uncomfortable question: If that channel disappeared tomorrow — not scaled back, not got more expensive, but actually disappeared […]
In the last 2 weeks alone I’ve had three brand owners come to me, all with the same story. They’ve been told by marketing “experts” that every single EDM, every Meta ad needs a discount incentive. Every website needs a countdown timer or some other kind of FOMO bells and whistles. One of them showed […]
We’re in that strange, liminal week between Christmas and New Year. The turkey’s been eaten, the presents have been opened, and there’s this quiet space before the new year kicks off. It’s a natural time for reflection as well as for looking ahead. I know many of you are ambitious and have big goals you […]
We’re in the first week of December now. Which means you’ve got roughly 14 days of meaningful marketing time before most of your customers mentally check out for the holidays — and before your shipping cut-off dates make the whole thing a bit irrelevant anyway. Now, I know what you might be feeling right now. […]
I know exactly where you’re at right now. We’re in the thick of Black Friday promos – or as I like to call it, the ‘beautiful chaos’ portion of the retail calendar. Your ads are running, your inbox is overflowing, your inventory is moving, and you’re probably surviving on caffeine and pure adrenaline. I […]
If the only time you email your list is when you’re running a sale, what do you think happens? Your customers start waiting for the sales. They see your regular-priced products and think, “Nah, I’ll wait. They’ll have a sale in a couple of weeks.” And then you’re stuck in this cycle where you have […]
So we’re in early November now, and I have a question for you: how are those ad costs treating you right now? Yeah, I thought so. Look, I’m not going to sugarcoat this – if you’ve been running ads in the last few weeks, you’ve probably noticed your costs have gone absolutely mental. And it’s […]
If you’ve been running Meta ads and feeling like something fundamental has shifted – like you’re suddenly playing a completely different game – you’re not imagining it. Meta has essentially staged an algorithm coup, and a lot of brands are scrambling. So what’s happening? And what should you do about it? Most brands are going […]
I need to tell you about something that happened last week that’s been living rent-free in my head ever since. I got DM’d on the Indagare Beauty Instagram account by a marketing agency from the UK. And here’s the kicker – several of my clients got the exact same message. Same guy. Same videos. Same […]