1/ Your brand is much more than a headline away from exit.

“Testing” as the highest value of marketing behavior is deteriorating “brands” down to a series of headlines and image variations.

At its worst it removes the “tester” of obligation to do deep, quality work up front.
2/ It (testing as the highest value) precludes any activity (like community development) that doesn’t fit neatly into a pseudo scientific measurement system or has a more latent value capture.
3/ It also favors “incrementality” over truly innovative thinking. The kind of thinking that isn’t rooted in an extrapolation of past results.
4/ iteration and testing should be the bottom of the funnel of the “idea” journey, but far too often it lives at the top.
5/ I get why this has happened. Speed, volume, data, testing, iteration are all the tools of the arbitrager. We have been living in their world. But that is changing.
6/ The democratization of access to launching a brand has flooded the market and your feeds with stuff. Just seeing the stuff isn’t enough, no matter how quippy or clever the text, or how punchy the video.
7/ Don’t get me wrong. It still works, for a while. Brands can often reach 7 figures or more simply by focusing all their efforts on trying each day to make a better ad.

But a day will come when the CTRs decline, the CVR softens and margin disappears so quickly.
8/ So what’s the solution. Annoyingly it’s the same as it has always been.

It’s great marketing, rooted in great story, with awesome product, distributed with great intention to a customer you genuinely care for and are looking to serve.
9/ @andrewjfaris and I went deep in this topic in the most recent episode of his podcast:

“Where did the marketing campaigns go?”

I’d love for you to listen and share your thoughts.

10/ and to be really clear I am complicit in the creation of this problem.

I have trumpeted volume testing and iteration as fundamental principles.

And they still have a place in the story.

I just want to move them out of the leading role.

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More from @TaylorHoliday

15 Jul
1/ There is an inverse relationship between the complexity of a topic and the amount of valuable learning material available.

Take eCommerce accounting: 15,300,000 search results


Facebook ad buying: 1,460,000,000

Its 100 : 1

and the problem is...
2/ Lack of accounting skill and cash flow management accounts for the most life threatening mistakes I see made in early stage eCommerce businesses.

Nothing is more important than mastering these skills.

But access to quality information for early stage founders is difficult.
3/ This is why we added @evrydaysprhero as the "CFO In Residence" of youradmission.co

To give all members access to a:

"Micro-fractional CFO"

A brilliant mind to access to help with any accounting issue at any time. 🤯🤑
Read 5 tweets
5 May
1/ Healthy Traffic Pie.

([Visitors] x CR x CM) - VC = Profit.

Continuing the series on eCommerce growth I want to breakdown what your traffic sources should look like as you grow.

Start here 👉🏻
2/ A few TLDR general principles regarding traffic:

The more diverse your channel sources the better

50/50 split between paid and organic traffic is a healthy mix.

Organic:Paid new customer acquisition ratio is a critical metric.
3/ A few visual examples:

Early traffic pies will likely over index on paid.

Here is one of our own brands. At approximately $4M run rate.

As you can see:

Organic Search + Direct = 20%
Paid = 60%

Over time we want to see direct, organic and email all claim larger slices
Read 6 tweets
27 Apr
1/ 4 Quarter Accounting: A philosophy on how to attack profitability for early stage eComm.

Watch this video to start:

2/ This simple rubric for evaluating your P&L will give you a sense of whether your business is set up to win.

25% Profit
25% Cost of Delivery
25% Cost of Acquisition
25% Opex
3/ Here are some sample P&L's from made up companies that show how to set up the view:

drive.google.com/file/d/1XrPMqv… Image
Read 7 tweets
21 Apr
1/ A virtual "thank you" card for the all-female production staff keeping @bambuearth earth running??

Ok, ok, ok Amber and @KohlmanVerheyen you did it again.

This email is so incredible.

Signed by the customers???

Here it is, steal it, use it to celebrate your team...
2/ First this subject line: Made with gLOVEs!

Somebody heat check that copy writer.

Then the gif? Are you kidding me?
3/ More authentic copy explaining how Bambu is keeping their employees and customers safe during this time...

And then the unexpected CTA.

"Sign the card"???? Image
Read 5 tweets
13 Apr
14 Principles From JFK's Cuban Missile Crisis Leadership Masterclass.

"13 Days In October" is a 80 page treasure chest of crisis, decision making principles.

Here is a list of the gems I found:
Principle #1 Great Decisions Start With Values

Kennedy repeatedly referenced back to his perception of the US moral obligation. It didn’t just matter what happened, but how it happened and it was rooted in a deep sense of values he believed about the identity of his country.
Principle #2 Prepare To Be Present

If JFK can take a swim before deciding whether or not to plunge the world into nuclear holocaust, I can take 15 minutes to clear my head and check my emotions before a big decision or meeting.
Read 16 tweets
8 Aug 19
1/ A thread on proactive mental health.

Tell Me Your Dreams is a program at CTC where employees spend 6 months with a licensed therapist identifying their dream for their life. They then declare their dream at “dream day” and join fellow dreams in “pursuit groups”...
2/ This program began as a way to help answer the question “why would anyone want to work for us?” Back before we had any cool clients or office space. The answer we came up with was that we thought we could care more than anyone else and the program was an attempt to do that.
3/ We began by just meeting with our employees ourselves for an hour every other week. But as we grew that became difficult. At the same time my brothers company @QALORing was struck by a tragic death of a young employee.
Read 10 tweets

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