The Limitations Of The SILIBI Strategy (And How To Break Past Them) One of the foundations of this newsletter (and of successfully running Meta ads as a fashion brand) is the SILIBI framework: see it, like it, buy it. But, as they say, “what gets you here won’t get you there”. In this issue I am going to revisit SILIBI, explain its limitations and tell you what to do when it no longer serves you. SILIBI Refresher Any physical product you sell on Meta falls into one of three categories:...
20 days ago • 5 min read
Meta Ads Creative Roundup: 5 Footwear Brands With Killer Meta Ads Footwear is a fashion category that is close to my heart–my first eCom marketing role was with Donald Pliner, a footwear brand, and some of my biggest consulting clients (Larroude, Johnston & Murphy) have also been footwear brands. Before we get into it, I want to thank this week's sponsor: Layers. Layers is the first AI search & merchandising tool built exclusively for Shopify Plus. Faster, smarter, and more modular than the...
27 days ago • 3 min read
The 3 Types Of Products & How To Market Them On Meta–The Secret Mechanism That Helps Brands Scale When brands spend thousands of dollars testing hundreds of Meta Ads iterations, only to come out with zero winners, it’s often because they fail to ask one simple question: What type of product are you selling? There are three product types, and these types determine which marketing messages and Meta Ads formats that will convert buyers successfully. Some products can be hybrids of more than one...
about 1 month ago • 5 min read
How Men's Apparel Brands Are Scaling To 9 Figures Using This Unique Brand Positioning Strategy This one’s for the boys (and men). A lot of my brand positioning material and case studies have been focused on brands that target women. But in this issue I wanted to highlight a positioning strategy that has yielded some of the fastest scaling men’s brands on the market. I call this positioning “the bro niche lifestyle brand”. Before we get into it, I want to thank this week’s sponsor: WorkMagic...
about 1 month ago • 4 min read
How To Reach "Middle Of Funnel" (MOF) Audiences On Meta This issue of the newsletter is dedicated to the question “what do I do if I’ve maxed out on “See It, Like It, Buy It (SILIBI) strategies on Meta?” When brands come to me with this concern, there are typically one of three paths forward: They haven’t actually maxed out on SILIBI They need to expand their messaging to reach “middle of funnel” (MOF) audiences They need to start building demand outside of Meta First thing's first, you...
about 2 months ago • 6 min read
Building Awareness Without Breaking The Bank: Scaling YouTube, AppLovin & Connected TV In next week's members-only issue I'm going to share creative strategies for reaching “middle of funnel” (MOF) audiences. That's the "what". This week, we’re going to discuss the "how": building a qualified, profitable MOF audiences on channels outside of Meta. Before we get into it, I want to thank this week’s sponsor: WorkMagic is a comprehensive measurement and experimentation platform that combines the...
about 2 months ago • 6 min read
Meta Creative Testing In 2025: Latest Scaling Tactics & How To Use AI Last week we spoke with Kamal Razzak about the most common reasons why fashion brands plateau at $5M/year in sales. This week we’re going to talk about the best way to approach Meta Ads creative testing in 2025, and how to use AI to accelerate the process. Kamal runs a media buying and creative agency that specializes in scaling up creative output for fashion brands using AI tools. He’s worked with brands like...
2 months ago • 5 min read
Why Fashion Brands Plateau At $5M/Year In Sales (And How To Break Through) This issue is part of a new series I’m doing where I bring in outside subject matter experts who specialize in working with fashion brands. A few weeks ago we covered Pinterest Ads. This week I’m speaking with Kamal Razzak, who runs a media buying and creative agency that helps fashion brands scale through smart, high volume creative testing. Kamal dropped so much knowledge that I had to make this a two-parter. In this...
2 months ago • 6 min read
Fashion Industry Secrets #1: Is eCom A Niche Market? + Male vs Female Buying Behavior Welcome to a new series: Industry Secrets. This is where I share nuances of the eCommerce and retail industries that are specific to fashion. Typically, you won’t discover these secrets until you’ve been in the industry for years or made a few costly mistakes as a founder. In this first edition, we’re kicking off with two secrets: Secret #1: Fashion eCommerce Is A Niche Market If you get access to NPD (now...
3 months ago • 4 min read