Sight Glass Collective

Founder

The Estée Lauder Companies Inc.

Growth Marketing Consultant

Glamour Jewelry Box

#1 Jewelry Subscription Service by BRIDES Magazine
Also featured in: BuzzFeed, HuffPost, Yahoo, Byrdie, PureWow

Co-Founder

Nordic Consulting Partners, Inc.

Senior Consultant

GlobalData

Analyst

Harvard Medical School and Brigham and Women's Hospital

Research Assistant

Yale University

Teaching Fellow

I help $1M-$10M DTC brands drive down their CAC on Meta with high-converting creatives

I am the founder of Sight Glass Collective, on a mission to help $1M-$10M DTC brands drive down their CAC on Meta with high-converting ad creative. 

I have managed more than $50M+ ad spend on Meta for DTC brands and developed ad creatives that convert. 

A few of my current and past brands I've worked with include:

→ The Estée Lauder Companies
→ Clinique
→ Too Faced Cosmetics
→ Origins
→ Machete
→ Jaxon Lane
→ Saint Moran
→ Barton Watch Bands
→ Texas Humor

My results:

→ Profitably scaled a brand’s Meta spend by 144% in 90 days 
→ Increased a brand’s revenue by 112% from the brand’s previous year during BFCM
→ Reduced an 8-figure DTC brand’s CAC by 10.5% in 90 days  
→ Increase a 7-figure DTC watch band brand’s Meta ROAS by 44% in 75 days
→ Developed an ad creative, yielding a 31% higher ROAS on Meta for an 8-figure DTC brand

If you want to learn about high-converting ad creative, join my newsletter: 

→ GO HERE: sight-glass-collective.com/newsletter

If you want to book a FREE discovery call: 

→ GO HERE: sight-glass-collective.com/schedule 

Any other questions or partnership inquiries:

→ EMAIL ME HERE: janky@jankypatel.com

Bad Marketing:
- Here's my product
- Here's what it does
- Here's what's so good about it

Good Marketing:
- Here's your problem
- Here's the benefit of solving it
- Here's why what you've tried has failed

And by the way, here's a product that will help you solve it

Via sxifa on Twitter/X

📌 P.S. Sign-up for my FREE newsletter where I send you ad creative performance tips and inspo weekly: https://lnkd.in/gxaA6pjR 

Janky Patel

Marketing Tip: Flip your weaknesses into strengths

📌 P.S. Looking to see more clever ad ideas? Sign-up for my FREE newsletter where I send you ad creative inspo weekly: https://lnkd.in/gxaA6pjR

Bad copywriting: ”5GBs of storage”.

Great copywriting: ”1,000 songs in your pocket”.

Sell the benefits, not the features.

Via Daily Copywriting

📌 P.S. Sign-up for my FREE newsletter where I send you ad creative performance tips and inspo weekly: https://lnkd.in/gxaA6pjR 

Marketing is like dating:

Paid social advertising is the reason they agree to go on the date. 

Email marketing is the reason they stay.

📌 P.S. Sign-up for my FREE newsletter where I send you ad creative performance tips and inspo weekly: https://lnkd.in/gxaA6pjR

I've been working remotely for the last 10 years. 

And I'm convinced that it has more pros than cons. 

Why?

- Flexibility
- Work-Life Balance
- Increased Productivity
- Access to a Global Talent Pool
- Improved Health and Well-being

A few cons (and how I combat them):

- Social Isolation
↳ I plan evening activities to be around people.

- Communication Challenges
↳ I overcommunicate and ensure I am in sync with my team and clients.

- Difficulty Separating Work and Home Life
↳ I close my laptop at 5 p.m. every day. 

If you can take proactive measures to tackle the cons, you can have a successful remote work experience.

Plus, it doesn’t hurt to have a furry friend running around your remote home office 🐶

What would you add to this list?

If you think marketing is easy—
 
Come up with something creative everyday for the same topic for one whole year.

Via sanjanarajj on Twitter/X

7 marketing tips that I wish I had known 7 years ago:

(that changed my life)

Marketing Tip #1 

People are extremely self-interested.

In the beginning, they likely don’t care about you, your company or your product.

They mainly care about themselves and what you can do for them.

Marketing is 10x easier when you understand this.

Via Chase Dimond


Marketing Tip #2

Marketing is just finding creative ways to say the same thing over and over

I know you want to give your audience the benefit of the doubt, but they probably weren’t listening the first 100 times

Repetition is a strength, not a weakness

Via brianne2k


Marketing Tip #3

When your marketing is done right

Your audience won't see it as an interruption.

They're glad it came on their feed.

Via TheJakeVictor on Twitter/X


Marketing Tip #4

Marketing isn't about making the sale today. It's about introducing the consumer to the brand so they will buy it in the future.

Via Ari Lewis


Marketing Tip #5

Good marketers promote products and services.

Great marketers sell visions and emotions.

Master the art of selling the dream, and you'll become a persuasion powerhouse.


Marketing Tip #6

Crafting compelling stories, not just content.

Because in the world of marketing, narratives are the threads that weave lasting connections, sparking emotions and fostering a community of engaged customers.


Marketing Tip #7

Don't give your customers too many options.

Too many options are confusing and demotivating. Reduce your options.

Increase your conversion rate.

Via alexgarcia_atx

♻️ Repost this if you found this valuable. 

And follow me Janky Patel for more like it.

DTC brands: drop your URL below 👇

I'll message you on 3 ways to improve your Meta ad creative.

These ad creative updates have helped brands reduce their CAC by more than 10.5%, in some instances by more than 45%. 

Even the slightest drop in CAC can be the biggest game-changer for a business.

I'll be sure to share my favorite breakdown and feedback in a future post.

(share this meme for reach 🙃 )

This is insane, please view 👇

📌 P.S. Sign-up for my FREE newsletter where I send you ad creative performance tips and inspo weekly: https://lnkd.in/gxaA6pjR

What are some tips for motivational speaking?

Things to teach your marketing teams:

- Messaging
- Storytelling
- Psychology 
- How To Email 
- Growth Mindset
- How To Sell Ideas
- Strategy vs Tactics
- Power of Distribution
- Compounding Interest
- How To Write A "Lede"
- How To Deal With Failure

Via: TheCoolestCool on Twitter/X

Working remotely is easy when you have:

✅ Good Wi-Fi
✅ Reliable laptop
✅ Trust in your team
✅ Strong productivity skills
✅ An employer that trusts you
✅ Accessibility during core hours
✅ Proactivity in meeting your goals
✅ Effective communication tools like Slack

I've been working remotely for ten years, and I'm grateful I've avoided:

→ Sitting in traffic for hours
→ Letting my work determine where I live
→ Being confined to a cubicle
→ Dealing with a limited talent pool

I've (almost) mastered the art of being effective, efficient, and successful while working remotely.

At the end of the day, I find fulfillment in my work.

Solid work can happen anywhere

…and we should celebrate that 🙌

Pricing can make or break your business.

Here are the top 3 pricing strategies to keep you ahead:

1. Decoy Pricing

Decoy pricing is a pricing strategy that can influence consumer choices and drive sales.

This tactic capitalizes on the power of relativity and comparison, leading customers to make purchasing decisions that align with the seller's desired outcomes.

2. Anchor Pricing

Setting a high initial price to create the perception that subsequent prices are lower by comparison. 

It's all about anchoring a range of prices in customers' minds to create comparison points.

3. Freemium Pricing

Freemium pricing is a business model where a company offers a basic version of its product or service for free, while charging for premium features, functionality, or additional services. 

The term "freemium" is a combination of "free" and "premium".

Any pricing strategies you’ve used for your business? 

♻️Repost this if you found this valuable. 

And follow me Janky Patel for more like it.

It's much easier to do marketing for a business you actually believe in.

Remember that.

Via: Tina_Donati on Twitter/X

For every claim, present data.

For every feature, present a benefit.

For every doubt, present a testimonial.

For every objection, present a selling point.

For every interaction, present a call-to-action.

This is how you write high-converting copy (and develop high-converting creative). 

Via Daily Copywriting

Don't sell a product:

- Educate someone on why it exists
- Why you created it
- How it's going to help them

Make it their decision to buy. Don't force it. 

via mrsharma

How I helped a 7 figure jewelry brand increase their Meta ROAS by 71% in 90 days using this 3-Step framework: 

This 7 figure jewelry & accessories brand sought to grow its revenue & amplify results to scale its account but struggled to achieve a profitable ROAS.

They lacked a system to test ad creatives & a process to iterate & optimize winning ads.

In 3 months, I helped the brand increase their ROAS by 71% while at the same time reduced their CAC by 14% while scaling their ad spend.

Here’s how I did it in 3 steps:

1. Consolidated Campaign Structure:

Before taking over the ad account, all campaigns were previously set to ABO, with the retargeting campaign set to the traffic objective. 

There was no clear structure or objective for the many campaigns.

We consolidated their campaigns into the following structure, focusing on adjusting the budget based on performance in key KPIs:

- Prospecting using broad & lookalike ad sets.
- Retargeting using 30-day website visitors & 180-day add-to-cart ad sets.
- Dynamic Ads using broad & retargeting ad sets.

2. Developed & Tested Ad Creative

After restructuring the campaigns, our focus shifted to crafting high-converting ad creatives. 

Recognizing that this element plays the most significant role in driving performance results.

I worked with the team to develop & launch over 25 pieces of ad creative, focusing on various styles & copy, including:

- PR features
- Video B-roll
- Lifestyle images
- Split-screen
- Customer reviews
- Stylized product images

Additionally, each asset developed included two aspect ratios (1x1 & 9x16), ensuring that these assets were best suited for the different placements & formats on Meta.

3. Iterated & Optimized

Next, we utilized reporting to analyze the performance of ad creatives by examining the following metrics:

- Hook Rate: 3-Second Views/Impressions
- Interest: Average Watch Time
- Desire: Click-Through Rate
- Action: ROAS

This approach enabled us to assess the ad creative performance, ultimately helping us determine which ads were:

- Winners (we kept them running)
- Performing mediocrely (we planned for further iterations)
- Losers (we completely turned them off)

Within just 90 days, we consolidated & restructured the campaigns, developed the first round of ad creative assets for testing, & established an ad creative iteration & optimization process.

As a result, the brand increased their ROAS by 71% & reduced CAC by 14%.

—---------------------------------

Overall, this 3-step framework helped the brand grow their revenue & increase profitability.

TL;DR:

1) Ensure you have a consolidated campaign structure.
2) Develop your first round of ad creatives, testing different ad styles & copy.
3) Analyze performance & iterate on ad creatives to help increase performance.
4) The 3-step framework resulted in a 71% increase in ROAS.

Create this winning ad creative concept in 3 easy steps (you'll thank me later):

This format is an excellent way to highlight your products in action. 

Here's a guide on how to create it for your brand:

1. First Split: 

Feature a lifestyle image of your product. 

Include any callouts related to the product benefits, features, or any promos.

This helps customers clearly see the product offering. 

2. Second Split: 

Display an engaging video of your product in use. 

This will help customers envision themselves using the product. 

3. Bring it all together. 

Overall, I am still observing strong performance with this format. 

There are many testing variations, including swapping out the static and video components and employing various messaging angles.

Have you tested this ad format yet? 


I grew up in a tiny town.

The population size was less than 5,000 people.

- I felt uninspired. 
- Surrounded by limited beliefs.
- Everyone seemed content with the status quo.

It was as if I was on a different trajectory altogether from those around me.

I just knew deep down I was different.

My aspirations were clear:

- I craved challenge and growth.
- I wanted to surround myself with inspiring individuals.
- I desired to explore beyond the boundaries of my small town.

Despite lacking a concrete plan, I was driven to find my true calling.

Even in the absence of opportunities knocking on my door, I refused to give up.

Instead, I went to find my own doors of opportunity to knock on.

This proactive mindset has been instrumental in guiding me toward a life aligned with my aspirations.

I found opportunities to:

- Learn from exceptional mentors → worked with an awesome university professor. 
- Started impactful projects → contributed to a healthcare tech blog.  
- And venture into the wider world → lived in NYC! 

Even though I will never forget that I grew up in a small town,

I will always have the mindset that I can make my own path.

Can anyone else relate? 

Holbrook AZ

This ad creative concept yielded a 31% higher ROAS on Meta compared to the baseline for an 8-figure DTC brand.

The winning ad creative concept was the Text Message-Style ad 

Here’s the exact breakdown and framework of what I did: 

1. Started the conversation with a captivating question or hook. 
2. Responded by introducing the product as the solution
3. Highlighted a key benefit
4. Shared an eye-catching image.
5. Used emojis to make it feel more organic
6. Ensured that it was a concise conversation 

Once I found that this concept was a winner, I iterated with different images, hooks, & copy to continue the strong performance and momentum. 

This ad concept is worth testing for your brand. 

Taplio

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