#1 🐕

Network with me at Austin Boni.

#2 🐕

Here's a realistic look inside a pet brand scaling from $30k/mo to $60k/mo+.

Important things we did:

1) Get clear on their numbers. How can you know when to scale if you don't know your business profit? 3x ROAS does not mean 3x your total business sales.

2) Build authority. We like to brag in our creative. Reviews, publications, experts that recommend their products. It gains trust and credibility for pet parents to buy your product. Build authority for your brand.

3) Run Video Sales Letters as ad creative. These are 1-5 min videos that give us the time to emotionally make pet parents tick to want to buy.

4) Spend more on ads. This client started at a ~$5k monthly ad budget. It's scary for a newer business, but once you are above your profit and cashflow goals, spend more on ads. We also like to look at Hook Rate, Watch Time, and Unique Outbound CTR to make sure the creative has a strong foundation.

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Update: They hit $131k+ last month. $25k ad budget. A new record after executing the last 4 points.

#3 🐕

Dark Social baby!

People go to other places like Instagram, Podcasts, YouTube, TikTok, Facebook Groups, Nextdoor, Slack and Discord to get information. Dark social is the trust behind just the reviews on your website. Will they really trust your AI written general blog?

Another reason why 100% accurate paid media attribution is not a real thing. People will discover you on Facebook, then go to another platform like YouTube to consume content and now YouTube gets the credit.

People are still making the "search". They’re just doing it in different places than Google now.