Jason
@JasonJh1319
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1st 10 yrs as Agency Owner. Now Head of Growth @ $100M+ Health Brand. Tweets about Growth, Models, and Investments. Raising a British Shorthair with my wife.
Singapore
Joined October 2020
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Pinned Tweet
5 pieces of wisdom I’m applying to live through my 30s.
1/ On life: Zoom out to 100 years and nothing matters. Zoom into the present and everything matters. You have the power to decide what you want to matter in this moment, bearing in mind that nothing matters in 100 years.
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What brands want from agencies in reporting (but never say)
A thread + link to actual sample and template
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$SE Banned from India.
“RUN FOR THE HIL…oh wait”
$GOOG Banned from China
$FB Banned from China
$BTC Banned from China
$MELI isn’t even in Asia
Seems like they’re all doing fine.
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@matthlerner
All nice and good until you realized that shutting random business accounts down is one of the worst reasons. We literally have clients running legit businesses getting their accounts shut down and reserves held. PayPal needs to be built to support online businesses.
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Rant:
Now that I've switched from the agency to brand side, I'm honestly surprised at how many $5-20K/m agencies suck at reporting.
I mean...how can you possibly not understand how to present data and information that brands care about?
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Apr's $FB results have been great.
Back to higher % net new customers compared to returning ones.
Facebook's algorithm might be working again.
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Closing on $200K per day spend while maintaining margins.
That's the tweet.
Tomorrow we go again!
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11 months ago, my agency and I joined a $86M health & wellness brand. Today, we’re at ~$200M annualized revenue with decent profit margins.
I’ve learned many lessons in that time.
Here are 5 of my favourites.
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2 weeks in and we are now spending $13.5K/day on TikTok and seeing 2020 FB CPAs on Cold Traffic.
Lift and true-cold net new customer acquisition sampling ongoing to confirm this can keep scaling but I'm impressed so far.
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Any DTC brand spending $200K+/day on FB?
We're at $100K+/day on one SKU. Keen to exchange info on how your accounts and campaigns are structured for optimal and stable performance.
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We have done ~$160M in the last 12 months.
In the process we made mistakes as usual, but we also learned from them and built several new capabilities.
These 3 thought processes helped me most.
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Proud of our team for acquiring 50K net new Shopify customers in Jun, the highest we had so far, with decreasing MoM and QoQ CAC.
Teamwork makes the dream work!
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Tbh I think the DTC and CPG space lack thought leadership in retention.
I've spoken to over a dozen email marketers, copywriters, and brand owners this year.
Most, if not all, have a pretty basic understanding of retention.
We are only scratching the surface.
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Who are the best people at Google ads? Not just media buying, but the whole strategy and scaling to 5-6 figure a day on beauty/health-related brands.
Will pay for consulting calls/sessions.
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$SE Buying on Shopee has become a utility for my family.
- We buy monthly pet supplies ~$500
- We buy some household supplies ~$100-200 (this replaced RedMart)
If we need anything sold on Shopee and we don't need it within the next 3-4 days, we are getting it.
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Coinbase might create the next generation of PayPal mafias.
Amazing talents working in the company, leading execution, and writing to educate the masses.
A New Chapter In Financial History
What the SEC's Approval of Bitcoin ETFs Means for Traditional Investors
I work in crypto because I believe that the existence of a secure and decentralized financial system is critical for continued human prosperity. Crypto is both a complement
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Thought of the day:
If you get 100,000 subs at $50 AOVs, you automatically start every month from $5M, not $0.
Simple concept but it's not considered deeply enough.
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Heard from multiple 9 figure supplement brand operators that Meta ads have been struggling big time. Is Meta putting a tax on us or are other industries seeing the same?
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Google might not scale as quickly as Meta but man is it more stable and predictable.
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Is anyone spending $20K+/d on TikTok profitably?
Seems like everytime we try, performance goes to crap.
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Nike, Lululemon, and Tesla reported soft Q1.
It may not be Meta.
😅😅😅😅😅
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I stopped tweeting about DTC lately not because of the crypto fever.
But because I'm exhausted from DTCBros who are better at pounding their chest than operating and growing a real business.
So many irritating traits of online course gurus seeping into DTC Twitter.
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I enjoyed this article on CAC Payback, especially the 2x2 matrix and investment criteria. Interesting to see 70% 365dLTV characterize the best breed but I suppose there's another layer, which is annual NRRs (also why SaaS businesses are valued highly)
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If you're an eComm operator, you probably missed at least one of these threads posted last week.
Let's start with a tactical piece most of us can implement and see improvements in a short time.
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@iamshackelford
It's less about metrics and more about meaning.
Reporting = Information (Metrics) + Insights (Analysis) + Implementation (Actions)
Clients care about results (lagging indicator) and effort (leading indicator). Insights and implementation gives confidence they know what to do
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eComm moats:
- Specialized knowledge
- Speed of execution & reiterative loops
- Brand
- Patents/Trademarks
- Distribution channels
What else? What is the 'machine that builds the machine' version in eComm?
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Yesterday I met a friend who is working for a fruit brand with 5 SKUs.
AOV is $5.
Their revenue?
$4b/year.
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I can almost write an essay about how we used
@KnoCommerce
to acquire customers more profitably.
In the early stages of unlocking our second big breakthrough thanks to the insights we get.
Highly recommended
@JeremiahPrummer
Also, I'm not sponsored 🤣
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If you can spend $100K/day across 4 channels at 2.5x MER, that's a $365M/yr business.
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Real talk: You can have mental fantasies about attribution and modeling all day, or you can put the imperfect data to use and make some money.
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$COIN The most important indicators to me aren't asset/share prices, ETFs, or perps.
It's higher monetization, utility, and low hurdle to operating leverage.
MTU of 7M (-16% YoY) in Q4, yet they produced 15% net income (ex. tax benefit)
1/x
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Congrats to $COIN investors.
It took a lot of faith to invest and stay invested in the company when it lost 90% of its value.
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Channels you can spend $10K+ per day with the right products and unit economics (generally ~$100 AOV):
1. Meta
2. Search
3. YouTube
4. TikTok
5. Affiliate
What else would you add?
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Have nearly 60K Recharge subs we're looking to migrate. Biggest concerns are around migration failures/risks. Apart from Skio, who else should we talk to?
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Regular reminder to be selective about who you study and learn from. If you want to build a 9/10-figure brand but study what the 7-figure gurus do, you may make short term decisions that may change the trajectory of your business entirely.
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From what I'm seeing in my DMs, it seems highly probable that Meta has turned around after iOS14.
ASC performance is saving some businesses who have gone from heaven to hell since 18 months ago.
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Our direct mail results are in.
It wasn't anything spectacular.
But the math showed a real contribution margin lift from retaining customers.
Worth looking into if you haven't already.
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Resist the urge to optimize everything. Indirect costs compound. Focus on the needle movers.
Resist the urge to optimize everything. Indirect costs compound. Focus on the needle movers.
Resist the urge to optimize everything. Indirect costs compound. Focus on the needle movers.
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Several multi-million dollar breakthroughs I've made on the brand I'm working on have either come through:
1. KnoCommerce customer responses
2. Talking to focused brand operators and adapting what's working for them
4 breakthroughs, about $100K+/day in additional acquisition
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Most DTC brands are actually MTC (Meta-to-Consumer) brands and that was the fastest and surest way to grow a brand for many years.
Until now.
The sheer demand for high value ad inventory outstrips supply and when there is a demand shock (from Chinese adv), everyone suffers.
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Our Senior Email Copywriting role is open (link below). Appreciate if you can retweet & share it.
We are building, operating, and scaling our first eCom brand, with 9 fig rev in the last 12 months, growing at 50%+ per year.
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Peak DTC: People writing threads about brands they know nothing about.
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Alex Becker dishing out some cold hard truths from an experienced lens.
Worth reading if you are building a "personal brand" as a lifestyle business at a young age.
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I see many brands showing a 10-25% welcome popup offer within 10-15s of the first visit, giving away margins unnecessarily.
Find a baseline revenue and contribution margin per session, then test in reduction of 5s from 60-90s until you reach the best delay.
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I'm fortunate to have a very understanding and supportive wife. Blessed.
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Some affiliates are ridiculous to ask for $30 CPAs on brand terms when we have invested $100M+ in our brand.
I don't care how much "work" goes into optimizing your articles. I don't work with predators.
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If I had 2,400 hours a day I would:
- Change our attribution software
- Update our post-purchase Qs
- Change our membership software
- Change discounts to cashback
...and do a hundred other things.
But I don't have the time, so I must spend my time on the needle-movers.
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We are launching a new brand and we need website design services from experienced CRO agencies.
We are talking to one agency.
For due diligence, who else should we talk to?
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Where are my talented marketing folks in APAC at? We are at ~$200M run rate, bootstrapped and profitable, and we have FT positions now open for the best people (attitude, work ethic, decent skills).
PPC (Display/Discovery/Affiliate), Amazon, Retention Strategy. DM me!
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Ended the month at 48K new Shopify customers and higher CAC. It was a tough month, but trust that results will come once we unlock the next 3 channels.
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Study consumer subscription apps.
The way they think about retention is superior to any DTC brand today.
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$PTON Crazy to think of it but I am actually happy now that the stock price has hit a new low — the risk of another huge drawdown based on macro factors is significantly lower and upside is great as long as management & team execute.
Love to hear for/against ideas here.
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Fix: To close out this rant, I'm posting a thread with a sample report and a detailed breakdown later today.
Let me know if you'd like me to tag you when it's published.
Rant:
Now that I've switched from the agency to brand side, I'm honestly surprised at how many $5-20K/m agencies suck at reporting.
I mean...how can you possibly not understand how to present data and information that brands care about?
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Installed
@KnoCommerce
today and it just works! Received 10 responses after 5 minutes and we already identified new alternatives that customers tried.
Thanks
@JeremiahPrummer
for sending me demos and helping me w/ the setup -- you really go far and beyond for your customers. ❤️
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Someone warned me days before we signed our Amazon agency. Sleek sales process, didn't think it could go much wrong.
Signs are showing now. Half a dozen specialists on the account but they can't keep up with 1-2 questions in slack a day. 😂
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Just over 4 months in this eComm journey and I've connected with dozens of generous folks doing amazing things.
Seriously, thank you.
Hope to throw a party for all of you in the future 💪
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This...is not direct response.
Direct Response:
1 - 2 sentences.
Punchy - direct - correlative.
The imagery and body copy are congruent & the body copy acts as a headline of sorts since it's so short.
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Q1 is a wrap!
We grew 150%+ YoY in Q1 off a relatively smaller base and we have a few hiring priorities:
- Senior Direct Response Copywriter
- Senior Designer
- Web Developer
Preferably Singapore-based, but we are open to other locations in a similar time zone.
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Idk who needs to hear this but we did a Klaviyo split test a week ago on one email in a flow.
Control outperformed Variant in click rate but placed order values were almost 1:1. Klaviyo said Control won.
I looked at Northbeam & Variant had 2x the revenue of the Control.
😳
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We spend as much on Reels as we do on TikTok now although CPAs are still higher on Reels. We are working on bringing it down.
Next up is Shorts.
The goal is still getting to $100K per day in profitable/breakeven spend per creative format.
That's when scale happens.
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Met up with two builders contributing to the local DTC/ecomm scene last night.
It's surprising how the world is so small here in Singapore and we all have common friends despite not having met each other.
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❌ Bad reporting: Throws meaningless numbers around.
✅ Good reporting: Uses a structure that makes meaning out of the numbers and highlights actions that will be taken.
Information > Insights > Implementation
@iamshackelford
It's less about metrics and more about meaning.
Reporting = Information (Metrics) + Insights (Analysis) + Implementation (Actions)
Clients care about results (lagging indicator) and effort (leading indicator). Insights and implementation gives confidence they know what to do
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Wrote a short thread on the capabilities that young brands are better off building first...and a few short-term boosts, long-term mistakes that these brands are making.
Is there interest in reading it or should I archive it?
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@ZssBecker
SGD is pegged to the USD. We have too small an economy to keep inflation away. We have huge foreign reserves and a substantial portion is in USD
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Appreciation tweet
Although things were tougher in Q3, I'm grateful for agency partners who stepped up.
No complaints, just working together to find solutions.
As always, I make intros to partners if you are not a competitor:
- Google ads
- Video creatives
- Advertorials & ads
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Running ads at scale 🍿
#18
:
Many marketers refer to individual metrics and argue about one over the other.
One of the most useful principles I learned early in my career is 'metric pairs'.
Discuss metrics in pairs, never in silo.a
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What are your TikTok creative "hit rates" (ads that produce low CACs that allow you to scale spend)?
I'll go first:
- 27 creatives in our first 5 weeks.
- 19% hit rate.
- Scaled to $10K per day to maximize customer acquisition at breakeven.
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Seems like we have hit a roadblock with CRO agency candidates. 4 solid ones on paper and Twitter but had fallen short in at least one area each. Have not decided yet.
Who else should we talk to? Any hidden gems?
Familiarity with supplements or few hero SKUs models preferred.
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Not sure if it's the business climate or retrograde, but I've bookmarked at least 7 valuable threads on Twitter today.
I'll do a roundup next week if there's interest because I think any operator can learn a lot from them.
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Thought of the week:
What if all brands operated with one-year LTVs in mind?
What if every brand had 2 CACs?
1st CAC: First-time customer acquisition cost
2nd CAC: Customer reactivation and retention cost
What if the 2nd CAC was generated for annual cohorts?
🤔
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Playing long-term games with long-term people really matters.
Not for revenue, profits, or any north star.
It's just...way more fun. Do you understand me?
The journey to assemble a team of long-term players begins.
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Any email agencies working w/ 9-figure brands that you recommend?
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Met up with a friend and he said that my tweets have been quite serious lately.
Here's a picture to change that 😸
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I'm putting together a (free) Slack group of multiple 8-9 figure operators. Key requirements:
- Different niches/industries
- Different channel capabilities
3 folks (4 including me) are in and I'm looking for 2 more, preferably spending 5 fig per day in YouTube/TikTok ads.
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Google ads friends running more than $1K/day campaigns -- are you seeing best performance w/ tROAS/tCPA or Maximize Conversions/Maximize Conversion Value?
We're still digging deeper into the fundamentals on Google -- so we're questioning our SOPs to learn more.
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Expert: BROAD IS THE WAY TO GO
Us: Proceeds to launch individual interests and crushed CPAs.
Yesterday was one of the top 3 performance days for us. 👏
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We're always on the lookout for outstanding talents in eComm in our part of the world (GMT+7-10 time zones) -- DR copywriting, PPC specialists, Graphic designers, Video editors, etc.
If anyone knows anyone looking -- please send them my way!
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The feeling when you put together a new landing page and it converts.
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All the big fuss over nothing.
DTC Twitter is really good at hype 😂
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It's *not* uncommon to hear advertisers spend $30-50K a day on ASC.
Same CPMs.
Same ads.
Same CTRs.
Much higher CVRs.
That's my gift to you.
Merry Xmas!
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$10 CPMs on Meta.
50% CAC improvements.
These are a few positive observations we are seeing in some new tests.
There is still room for incremental growth on Meta!
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2 months into 2023:
- Increased non-brand Search spend by 67%
- Improved ROAS by 18%
A lot can be done when you focus.
Still ~50% of our end of Q1 target, let's go!
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Ironically, one of the best ways to increase CLTV is to increase 1st purchase AOV.
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Happy New Year to all of you reading this.
May 2024 be another year of great memories and experiences for us all.
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When you make a mistake, acknowledge it and resist the urge to:
1. Deflect
2. Explain yourself (not the right time)
3. Switch topic
Get comfortable with acknowledging mistakes so you can absorb what is said and think about what needs to be done.
I see this even with top execs.
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Expressing my gratitude to a number of tech we rely on, not for any particular reason or in any particular order. Just felt like it:
@Recartapp
- We picked them over more well-known apps just because they cared more about lift measurement than the others.
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Ever felt like you are exhausted inside out and have absolutely zero interest in anything?
That's how the last few weeks felt like.
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We might be looking for a video agency to produce eComm videos for us. Can you recommend a team you have worked with and trust?
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One of the breakthroughs we made this year is on Google's ad network.
I am confident next year we will unlock another tier of breakthrough on the channel. There is still so much room left to grow.
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