Influencer Marketing Blueprint

👉 Grow your bottom line: https://www.kynship.co/  Every purchase decision your customers make is driven by one simple psychological principle… Master this principle, and you’ll scale your marketing in ways most businesses can’t even imagine. Today, I’m breaking down why some ads convert 3x higher than others, why most businesses miss the mark on messaging, how to effectively segment your audience, craft messaging that resonates, and leverage creative diversity to skyrocket your conversion rates. Ready to 3X your conversions the easy way? Tune in now. Key Takeaways: 00:00 Intro  00:17 The psychology of purchasing decisions  07:48 Objective vs. subjective benefits  09:55 How to find your marketing angles  12:17 How to create specific messaging for each audience   16:14 Outro Additional Resources: Follow us on X: 👉 Cody: https://x.com/Cody_Wittick  👉 Taylor: https://x.com/TaylorLagace  The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they dive into the challenges and strategies for growing ecommerce brands to 8-9 figures. They share insights on overcoming ad creative challenges, managing cost caps, scaling Meta ads, unit economics and forecasting, and expanding influencer marketing programs. Their expertise in performance marketing is not just theoretical; with a track record of launching successful campaigns for major brands (M&Ms, Purdy & Figg, Supergut, & AnimalHouse Fitness, to name a few) and generating over $350M in revenue, they offer practical, actionable advice. So, if you're looking to improve your marketing strategies, boost profitability, or scale your ecommerce brand, this podcast draws on experience from industry leaders and founders just like you.  🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533 

👉 Grow your bottom line: https://www.kynship.co/  Most brands are missing out on sales during BFCM without even realizing it…  They fall victim to the lie that their campaigns won’t pick up, make edits at 6 AM just to feel like they’re doing something, and end up resetting optimization at the worst possible time. In this episode, we’re breaking down why cost controls are your secret weapon during BFCM, how to structure your campaigns for peak performance, and the post-sale move that will save you thousands in wasted spend. You’ll learn why evergreen campaigns often outperform flashy promo ads, how to avoid the dreaded post-BFCM crash, and why you should always trust the machine.  Want to scale your sales this BFCM?  Tune in now. Key Takeaways: 00:00 Intro  00:21 BFCM and the beauty of cost controls  01:35 Challenges of BFCM advertising  04:06 Optimizing for one-day vs. seven-day clicks 06:27 Post-promotion crash and cost control adjustments  07:50 The power of patience  09:55 Budget adjustments during and after promotions  12:50 Separating evergreen and promotional campaigns  16:36 Outro Additional Resources: Follow us on X: 👉 Cody: https://x.com/Cody_Wittick  👉 Taylor: https://x.com/TaylorLagace  The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they dive into the challenges and strategies for growing ecommerce brands to 8-9 figures. They share insights on overcoming ad creative challenges, managing cost caps, scaling Meta ads, unit economics and forecasting, and expanding influencer marketing programs. Their expertise in performance marketing is not just theoretical; with a track record of launching successful campaigns for major brands (M&Ms, Purdy & Figg, Supergut, & AnimalHouse Fitness, to name a few) and generating over $350M in revenue, they offer practical, actionable advice. So, if you're looking to improve your marketing strategies, boost profitability, or scale your ecommerce brand, this podcast draws on experience from industry leaders and founders just like you.  🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533 

👉 Grow your bottom line: https://www.kynship.co/  If you’ve been focusing all your energy on creative testing but are still struggling to convert, it’s time to test your offers. Many entrepreneurs get so caught up in analyzing and tweaking the creative parts of their ads that they overlook the importance of testing their offers. In this episode, Taylor and I break down the importance of offer testing and why it’s the missing piece in most brand strategies. We dive deep into what an “offer” truly is (hint: it’s not just a 10% discount), how brands can strategically structure their offers based on core business metrics, and why smaller brands should stop viewing offers as something that could dilute their brand. Taylor also shares actionable insights from real case studies of both high- and low-LTV brands, giving practical tips on how to test and optimize offers effectively. Want to dominate Q4 with winning offers? Hit play now to learn how to master offer testing. Key Takeaways: 00:00 Intro 00:53 Why most brands overlook offer testing 03:52 Test offers like you test creative 06:11 Offer ≠ brand dilution for emerging brands 07:29 Factors to consider when building offers 11:34 High LTV case study: subscription + free gift 18:56 Low LTV case study: threshold spend offers 23:38 Testing and optimizing offers: a Southern Scholar case study 28:35 Takeaways  30:29 Outro Additional Resources: Follow us on X: 👉 Cody: https://x.com/Cody_Wittick  👉 Taylor: https://x.com/TaylorLagace  The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they dive into the challenges and strategies for growing ecommerce brands to 8-9 figures. They share insights on overcoming ad creative challenges, managing cost caps, scaling Meta ads, unit economics and forecasting, and expanding influencer marketing programs. Their expertise in performance marketing is not just theoretical; with a track record of launching successful campaigns for major brands (M&Ms, Purdy & Figg, Supergut, & AnimalHouse Fitness, to name a few) and generating over $350M in revenue, they offer practical, actionable advice. So, if you're looking to improve your marketing strategies, boost profitability, or scale your ecommerce brand, this podcast draws on experience from industry leaders and founders just like you.  🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533 

👉 Grow your bottom line: https://www.kynship.co/  Too many brands expect an agency to come in and 10x their business without fixing anything internally. In this episode, I get brutally honest about something I don’t think enough people in our world talk about: agency incentives, pricing structures, and who’s actually responsible for growth. (Hint: it’s not your agency.) I walk through why most agency pricing models are broken and how we’ve structured ours at Kynship to align incentives the right way. I also get into the real reason your business might be stuck, because growth takes way more than good ads or flashy creative. If your margins suck, if retention’s declining, if your ops are a mess... No agency can fix that for you. Growth is a team sport, and it's time we started treating it that way. Let's jump right in! Key Takeaways: 00:00 Intro  00:46 Agency incentives and pricing structures 01:50 Value over price 02:58 How we structure things at Kynship  04:56 What most people get wrong when hiring an agency  07:54 The reality of in-house talent 09:19 Exceptional growth talent is expensive 10:05 Growing your business is not our job  15:23 Agency vs. in-house talent  19:29 What I want you to take away from this episode 21:27 Outro  Additional Resources: Follow us on X: 👉 Cody: https://x.com/Cody_Wittick  👉 Taylor: https://x.com/TaylorLagace  The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they dive into the challenges and strategies for growing ecommerce brands to 8-9 figures. They share insights on overcoming ad creative challenges, managing cost caps, scaling Meta ads, unit economics and forecasting, and expanding influencer marketing programs. Their expertise in performance marketing is not just theoretical; with a track record of launching successful campaigns for major brands (M&Ms, Purdy & Figg, Supergut, & AnimalHouse Fitness, to name a few) and generating over $350M in revenue, they offer practical, actionable advice. So, if you're looking to improve your marketing strategies, boost profitability, or scale your ecommerce brand, this podcast draws on experience from industry leaders and founders just like you.  🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533 

Most founders spend their first dollars on ads. Luke Hartelust did the opposite—and it worked. Before he even launched MNLY, a men’s precision health brand, he secured a six-figure partnership with HYROX. No ads, no gimmicks—just a bold marketing play that gave him instant credibility, an audience of thousands, and a 2.2x ROI. In this week’s episode, Luke shares his capital-efficient marketing playbook: ✅ How to use partnerships to buy trust and attention ✅ Why community is the most underrated growth channel ✅ How equity-based influencer deals can outscale ad budgets This is how Luke turned MNLY into a fast-rising DTC brand without a single paid ad campaign. 👉 Listen now to learn how to build a brand that scales with community.  Key Takeaways: 00:00 Intro  00:20  Introducing Luke Hartelust & MNLY 01:11  How personal health became a brand opportunity 05:50 Why MNLY ditched telehealth for AI positioning 09:42 Betting six figures on a HYROX partnership pre-launch 12:25 Raising money in a VC downturn with a marketing-first strategy 16:47 Why relationships > transactions in partnerships 21:50 Turning HYROX into a marketing machine with activations 26:05 Building community as a zero-CAC growth engine 29:03 Ambassadors as compounding word-of-mouth 30:45 Influencers as equity partners, not paid posters Additional Resources: 👉 Grow Your Bottom Line: https://www.kynship.co/?utm_source=podcast&utm_medium=audio&utm_campaign=71 Unlock Our FREE $10M Masterclass: https://www.kynship.co/free?utm_source=youtube&utm_medium=video&utm_campaign=71 👉 Claim Your FREE Business Audit Today: https://www.kynship.co/contact-us?utm_source=youtube&utm_medium=video&utm_campaign=71 👉 Book Your FREE Growth Call Now: https://www.kynship.co/contact-us?utm_source=youtube&utm_medium=video&utm_campaign=71 --- Learn more about Luke 👉 Luke Hartelust Instagram: https://www.instagram.com/luke_hartelust 👉 MNLY | Precision Men’s Health: https://www.getmnly.com/ Follow us on X: 👉 Cody: https://x.com/Cody_Wittick  👉 Taylor: https://x.com/TaylorLagace  The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they explore the challenges of scaling brands, uncover actionable tactics, and share real-world insights to help you grow your ecommerce business to 8 figures and beyond!  🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533 

Getting your ROAS target wrong doesn’t just throw off your ad performance… It can tank your entire business. In this episode, I break down why your ROAS is not just a metric—it’s a reflection of your financial model, your LTV assumptions, and how honest you’re being with yourself about your goals. I go deep into first-order profitability vs. LTV-based targeting, show you how to model your numbers step-by-step, and explain why your business model should dictate your strategy, not someone else’s success story. This episode is for anyone who's tired of guessing, tired of copying strategies that don’t fit, and ready to actually scale profitably, with confidence. Key Takeaways: 00:00 Intro  01:06 Determining ROAS targets for e-commerce businesses 03:19 First-order profitability method  05:22 LTV based targeting  10:16 Aligning ROAS targets with business goals  13:08 How to implement this winning strategy  15:58 Conclusion and outro Additional Resources: 👉 Grow Your Bottom Line: https://www.kynship.co/?utm_source=podcast&utm_medium=audio&utm_campaign=70 Unlock Our FREE $10M Masterclass: https://www.kynship.co/free?utm_source=youtube&utm_medium=video&utm_campaign=70 👉 Claim Your FREE Business Audit Today: https://www.kynship.co/contact-us?utm_source=youtube&utm_medium=video&utm_campaign=70 👉 Book Your FREE Growth Call Now: https://www.kynship.co/contact-us?utm_source=youtube&utm_medium=video&utm_campaign=70 Follow us on X: 👉 Cody: https://x.com/Cody_Wittick  👉 Taylor: https://x.com/TaylorLagace  The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they explore the challenges of scaling brands, uncover actionable tactics, and share real-world insights to help you grow your ecommerce business to 8 figures and beyond!  🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533 

Have you ever seen a marketing budget so bad you couldn’t believe your eyes?  Today, I've got a story that's going to make every marketer listening either laugh or cry, maybe even both at the same time…  You know those moments during a marketing audit when you're convinced you must be reading the numbers wrong? Like, there’s no way this is real. Well, I just finished reviewing a marketing budget that had me questioning reality itself. We're talking about a brand in the baby category that came to me for consulting. Before you tune out thinking this doesn't apply to you because you're not in the baby category, stick with me, because the lessons here are universal. This is about a fundamental misunderstanding of customer behavior, channel dynamics, and basic math. So buckle up, you’re in for a wild ride today. Key Takeaways: 00:00 Intro  01:30 The baby category  04:57 The most frustrating marketing budget I’ve ever seen 10:46 Understanding the customer journey  17:33 How to fix this mess 24:27 Outro Additional Resources: 👉 Grow Your Bottom Line: https://www.kynship.co/?utm_source=podcast&utm_medium=audio&utm_campaign=69 👉 Unlock Our FREE $10M Masterclass: https://www.kynship.co/free?utm_source=podcast&utm_medium=audio&utm_campaign=69 👉 Claim Your FREE Business Audit Today: https://www.kynship.co/contact-us?utm_source=podcast&utm_medium=audio&utm_campaign=69 👉 Book Your FREE Growth Call Now: https://www.kynship.co/contact-us?utm_source=podcast&utm_medium=audio&utm_campaign=69 Follow us on X: 👉 Cody: https://x.com/Cody_Wittick  👉 Taylor: https://x.com/TaylorLagace  The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they explore the challenges of scaling brands, uncover actionable tactics, and share real-world insights to help you grow your ecommerce business to 8 figures and beyond!  🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533 

Here’s a tough pill to swallow — chasing a high ROAS might actually be costing you growth and customers. Over the last few months, we’ve been deep in the weeds with brands trying to “beat” their ROAS targets, only to realize they’re leaving massive opportunities on the table by focusing on the wrong metric. In this episode, we’re tearing down the myth that higher ROAS is always better. Instead, we show why the smartest brands are going after the lowest sustainable new customer ROAS to dominate ad auctions, outbid competitors, and drive real profitability. This isn’t guesswork. We share real client examples where dialing down the ROAS target, backed by strong retention and lifetime value, created insane competitive advantages. Ready to rethink your ROAS strategy and win the auction? Let’s dive in. Key Takeaways: 00:00 Intro 00:42 Defining Acquisition Media Efficiency Ratio (aMER) 01:48 Critique of chasing high ROAS benchmarks 04:24 Winning ad auctions with lower bids 07:39 Importance of aligning aMER with profitability goals 10:03 Role of retention and LTV in lowering aMER targets 11:37 Common client misconceptions about ROAS and profitability 14:58 Business model impact on aMER targets 17:29 Profitability targets affect acquisition strategy 18:37 Why agencies must integrate forecasting and LTV knowledge 20:40 Outro Additional Resources: Follow us on X: 👉 Cody: https://x.com/Cody_Wittick  👉 Taylor: https://x.com/TaylorLagace  The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they explore the challenges of scaling brands, uncover actionable tactics, and share real-world insights to help you grow your ecommerce business to 8 figures and beyond!  🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533 

Here’s a harsh truth for you… Your Meta ad account is probably bleeding money as we speak.  Over the last six months, I’ve been elbow deep in 50+ ad account audits. I’ve gone through all the slides, dug into all the data, and I just keep seeing the same costly mistakes over and over again. And we’re not talking about a few bucks here and there. We’re talking about hundreds of thousands of dollars left on the table.  So I’ve put together the top 10 Meta ad account mistakes that are bleeding money from your ad account. And these aren’t theoretical problems. These are real issues I’m spotting in real ad accounts that are costing real brands serious cash right now. Chances are, at least a few of these are hiding in your ad account, too. And the crazy thing is, most of them can be fixed in under an hour. So without further ado, let’s jump right into it. Key Takeaways: 00:00 Intro 02:35 Creative testing campaigns  04:47 Ads turned off without a rhyme or reason  06:21 Interest and lookalikes  07:31 View-through attribution   10:17 Ad set budget optimization   12:42 No hard exclusions  14:43 Existing vs. new customers  16:28 Different AOVs in one camapign 17:55 Creative volume and diversity  20:18 Not running manual bids  22:30 Outro Additional Resources: Follow us on X: 👉 Cody: https://x.com/Cody_Wittick  👉 Taylor: https://x.com/TaylorLagace  The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they explore the challenges of scaling brands, uncover actionable tactics, and share real-world insights to help you grow your ecommerce business to 8 figures and beyond!  🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533 

Struggling with creative burnout?  You’re not alone. Most DTC brands do. They cycle through the same ad concepts, watch their CAC climb, and wonder why scaling feels impossible. In this episode, I break down the three distinct creative pipelines that power our 3,000+ monthly ad machine – systems any founder can implement regardless of team size.  You'll discover why traditional creative approaches fail at scale, how to build self-replenishing content streams, and the exact framework we use to generate high-converting creative without endless production costs. Whether you're hitting a growth ceiling or planning your next phase of expansion, these three pipelines will transform how you approach creative forever.  Stop treating content as a cost center and start building your own creative factory. P.S. Have any questions? Email me: cody@kynship.co Key Takeaways: 00:00 Intro 00:57 Creative diversity 10:54 CGC  15:25 Influencer seeding  21:45 UGC  25:06 Implementing creative pipelines 28:47 Outro Additional Resources: Follow us on X: 👉 Cody: https://x.com/Cody_Wittick  👉 Taylor: https://x.com/TaylorLagace  The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they explore the challenges of scaling brands, uncover actionable tactics, and share real-world insights to help you grow your ecommerce business to 8 figures and beyond!  🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533 

Imagine Joe Rogan organically promoting your product to his audience not once, not twice, but four times… Sounds too good to be true, right?  Well, that’s precisely what happened to this week’s guest, Paul Jackson. Paul is the mastermind behind MonkeyFeet and the co-founder of Animalhouse Fitness, a fitness company dedicated to developing innovative solutions that help fitness enthusiasts achieve their goals in an environmentally conscious manner. Paul shares their incredible journey from launching during the pandemic to reaching Joe Rogan through seeding and making $13.5 million in just 18 months.  If you’re ready to learn the behind-the-scenes of a rapidly growing business, this episode is for you.  Tune in!  Key Takeaways: 00:00 Intro  00:23 From $0 to $13M in 18 months  03:08 MonkeyFeet 05:01 Influencer marketing and organic growth  09:33 Product development and iterations  13:37 Biggest challenges of scaling fast  21:36 Current business strategy and future plans  27:06 Bottom line advice  29:28 Outro Additional Resources: Learn more about Paul: 👉 Website: https://animalhousefitness.com/  👉 LinkedIn: https://www.linkedin.com/in/pauljacksonucla/ Follow us on X: 👉 Cody: https://x.com/Cody_Wittick  👉 Taylor: https://x.com/TaylorLagace  The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they explore the challenges of scaling brands, uncover actionable tactics, and share real-world insights to help you grow your ecommerce business to 8 figures and beyond!  🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533 

So, you’ve got a killer product… Now what? In this episode, Purdy & Figg co-CEOs Jack and Charlie Rubin explain how they grew from £452K to over £50M on a £25 product. Their rapid growth didn’t come from luck or cheap hacks, but from an obsession with product uniqueness, customer retention, and brilliant offer design. Thanks to their bold bets, they didn’t just scale, they exploded, and they’re here today to explain exactly how. They also reveal why they’re saying “no” to US expansion (for now) and how sticking with the UK is a power move, not a limitation. If you’re a DTC founder, marketer, or operator, this episode’s packed with practical gold and growth lessons, so don’t miss out. Let’s jump right in! Key Takeaways: 00:00 Intro  00:16 The main factor for Purdy & Figg’s success  02:53 LTV, risk tolerance, and aggressive growth  14:42 The importance of testing in paid media  19:51 Inventory planning and operational challenges 28:20 Agency-brand relationships  36:17 Expansion strategy and market entry 42:48 Outro Additional Resources: Follow us on X: 👉 Cody: https://x.com/Cody_Wittick  👉 Taylor: https://x.com/TaylorLagace  The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they explore the challenges of scaling brands, uncover actionable tactics, and share real-world insights to help you grow your ecommerce business to 8 figures and beyond!  🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533 

In this hard-hitting episode, we expose the fundamental flaw in how brands select marketing agency partners. The marketing landscape has shifted dramatically – what was once a choice between one or two specialized partners has become a crowded marketplace with hundreds of agencies competing for your business. The result? A dangerous race to the bottom on pricing that's creating a false economy for brands seeking growth. We break down real agency economics with unfiltered transparency, revealing exactly what happens when you're offered four team members for just $4,000 monthly. The math doesn't lie: with junior media buyers costing $65,000 annually plus burden costs and agencies needing 20% margins to survive, your "bargain" partnership means you're getting roughly 10% of each team member's attention – about four hours monthly.  Can someone transform your business in four hours a month? The answer should concern every growth-focused founder. P.S. We’re also sharing some foolproof vetting questions to help you avoid getting stuck in a bad agency relationship. Don’t miss out! Key Takeaways: 00:00 Intro  01:57 You get what you pay for 03:34 Understanding agency economics  13:24 The reality of low-cost agencies 20:19 How to evaluate agencies  25:21 Outro Additional Resources: Follow us on X: 👉 Cody: https://x.com/Cody_Wittick  👉 Taylor: https://x.com/TaylorLagace  The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they explore the challenges of scaling brands, uncover actionable tactics, and share real-world insights to help you grow your ecommerce business to 8 figures and beyond!  🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533 

Struggling to convert more leads? You’re missing the secret ingredient…  In this episode, we’re joined by Rabah Rahil to reveal how you can generate more leads, increase conversions, and scale your revenue with just a couple of tweaks. Rabah is the CMO of FERMÀT, an AI native commerce platform that optimizes shopping experiences, leading to best-in-class shopper engagement and conversion.  Rabah’s platform allows businesses to test offers, funnels, and messaging without disrupting their website experience. We talk in-depth about the importance of congruency between ads and landing pages, how to leverage AI, and identifying hero offers.  Tune in! Key Takeaways: 00:00 Intro  00:23 FERMÀT and AI integration  03:58 Full funnel marketing and website optimization  09:50 Data and performance metrics  21:24 Identifying the hero offer 29:23 What is FERMÀT  36:49 Outro Additional Resources: Get in touch with Rabah: 👉 Website: https://www.fermatcommerce.com/  👉 LinkedIn: https://www.linkedin.com/in/rabahrahil/ Follow us on X: 👉 Cody: https://x.com/Cody_Wittick  👉 Taylor: https://x.com/TaylorLagace  The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they explore the challenges of scaling brands, uncover actionable tactics, and share real-world insights to help you grow your ecommerce business to 8 figures and beyond!  🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533 

Why would the founder of a $100M company walk away and enter an incredibly tough industry? Easy. To fix a problem no one else would. Meet Kevin Lavelle, founder of the menswear company Mizzen+Main, who recently launched his second company, Harbor. Harbor offers a revolutionary baby monitoring system, unlike anything that exists today. The camera and monitor connect directly to each other—even without access to the internet. This industry has long been dominated by two companies that offer subpar products and cheap Chinese products that are even worse. So, how does Kevin plan to dominate this tough industry? What marketing strategies is he leveraging? And how is he acquiring customers and maximizing their lifetime value? Find out in our exclusive interview! Key Takeaways: 00:00 Intro  00:21 From revolutionizing menswear to sleep solutions  06:39 Customer acquisition strategies  08:17 Profitability and customer lifetime value 15:56 Raising capital  26:22 Unique position to dominate a market 30:26 Growth channels and marketing strategies  33:58 Kevin's excitement about the future  36:09 Advice for entrepreneurs starting new ventures  38:17 Outro Additional Resources: Check out Kevin and Harbor: 👉 Website: https://harbor.co/  👉 Instagram: https://www.instagram.com/kevinslavelle/  👉 X: https://x.com/kevinslavelle/ Follow us on X: 👉 Cody: https://x.com/Cody_Wittick  👉 Taylor: https://x.com/TaylorLagace  The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they explore the challenges of scaling brands, uncover actionable tactics, and share real-world insights to help you grow your ecommerce business to 8 figures and beyond!  🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533 

Doing highest volume and cost controls at the same time?  We hate to break it to you, but you’re probably sabotaging yourself…  In this episode of The Bottom Line, we tackle yet another myth about cost controls: the idea that you can successfully run a hybrid ad model. Meta’s auction dynamics make it damn near impossible for cost controls to perform while running alongside highest volume campaigns. It’s like trying to drive a car while pressing the gas and the brake at the same time! But don’t worry, we got you! In this rundown, we explain exactly why your campaigns are failing and how you can fix them. We also share a step-by-step guide for transitioning your campaigns for maximum efficiency.  Don’t miss out!  Key Takeaways: 00:00 Intro  00:15 The hybrid model doesn’t work  06:53 Practical transition plan  13:19 Outro  Additional Resources: Follow us on X: 👉 Cody: https://x.com/Cody_Wittick  👉 Taylor: https://x.com/TaylorLagace  The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they explore the challenges of scaling brands, uncover actionable tactics, and share real-world insights to help you grow your ecommerce business to 8 figures and beyond!  🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533 

The latest episode of The Bottom Line shatters common misconceptions about media buying, as hosts Cody and Taylor from Kynship delve into the intricacies of modern digital advertising. They address the myth that media buyers simply "set it and forget it," revealing the strategic depth and constant analysis required for successful campaigns. The hosts provide a behind-the-scenes look at how their team spends time on forecasting, creative analysis, and offer optimization rather than making frequent in-platform adjustments. They explain the importance of understanding metrics beyond in-platform CPAs, such as blended new customer ROAS and overall business profitability. Cody and Taylor also share valuable insights on campaign structuring, creative management, and the delicate balance of when to make changes versus letting campaigns run their course. This episode offers a masterclass in strategic media buying, covering topics like auction dynamics, the impact of LTV on advertising strategies, and the crucial role of creative in unlocking ad spend. Don't miss out on these expert insights – listen now to elevate your media buying game.

In the first Bottomline episode of 2025, Cody and Taylor take on the contentious topic of cost controls in Facebook advertising, offering a masterclass in advanced media buying strategies. They begin by demystifying the three types of cost controls - bid caps, cost caps, and minimum ROAS - and explain why they exclusively use cost controls across all their accounts. They systematically dismantle common myths, particularly the notion that cost controls restrict spending. Through compelling arguments and real-world examples, they demonstrate how cost controls can actually lead to increased spend and better performance by eliminating wasteful ad spend on underperforming creatives. Cody and Taylor also delve into the pitfalls of manual budget adjustments and the "hybrid model," advocating instead for trusting Facebook's sophisticated algorithm to optimize spend based on performance. The episode concludes with a discussion on using cost controls as a diagnostic tool to identify and address underlying issues in your advertising strategy, from creative quality to offer optimization and goal-setting. If you don't watch this episode, you're missing out!

There is a problem today with too much fake UGC exaggeration. Consumers are looking for authentic influencer content and we have the solution for that: SARAL is an InfluencerOS that brings your entire workflow from discovery to payments and tracking, all inside one platform. Go to: https://www.getsaral.com/ and get a 7-day free trial. ---------------------------------------------------------- In this insightful episode of The Bottom Line, we sit down with Drew Fallon, co-founder and CEO of Iris, an AI-powered profit planning platform for consumer brands. As the former CFO of MadRabbit, Fallon brings a wealth of experience in financial forecasting and analysis for e-commerce businesses. The conversation dives deep into the intricacies of P&L management, forecasting methodologies, and the critical importance of understanding unit economics. Fallon shares valuable insights on the differences between good and bad growth, emphasizing that top-line revenue increases can sometimes mask underlying issues in a company's financial health. He uses the example of Allbirds to illustrate how aggressive expansion without proper attention to gross margins and operational efficiency can lead to significant problems. The episode also explores the challenges of accurately attributing revenue across different sales channels, particularly the complexities of Amazon versus direct-to-consumer platforms. Fallon's expertise shines as he discusses how Iris addresses these challenges, providing e-commerce brands with more accurate and actionable financial data. Don't miss out on this treasure trove of financial wisdom - tune in now to elevate your e-commerce strategy! Connect with Cody on LinkedIn or X . Connect with Taylor on LinkedIn or X. Discover Kynship. The Bottom Line is produced by Podyssey. Launch your podcast or take it to the next level!

Join host Cody Wittick on this insightful episode of The Bottom Line, where he sits down with Joe Welstead, the innovative founder of Oshun, a hydrating supplement company. Joe shares his journey from building his first brand, Motion Nutrition, over 6-7 years to launching Oshun with a fresh perspective and lessons learned. In this conversation, Joe reveals the missteps he avoided the second time around and how he's embracing a simplified approach with Oshun. They delve into the strategical shift from launching multiple products to focusing on one SKU, and the decision to hone in on a direct-to-consumer model over an omnichannel approach. Learn how Joe leverages organic growth, balances control over brand narrative, and navigates the new landscape of paid advertising. Tune in to discover the bottom line on building a successful brand from the ground up. --------------------------------------- There is a problem today with too much fake UGC exaggeration. Consumers are looking for authentic influencer content and we have the solution for that: SARAL is an InfluencerOS that brings your entire workflow from discovery to payments and tracking, all inside one platform. Go to: https://www.getsaral.com/ and get a 7-day free trial. ---------------------------------------------------------- ---------------------------------------------- Connect with Cody on LinkedIn or X . Connect with Taylor on LinkedIn or X. Discover Kynship.