Right Hook Digital

Senior Partner | Digital Marketer

Senior Partner at Right Hook Digital 

Head of Client Performance & Relationships At Right Hook

Socialhacker

We’re the internet’s sales geeks that profit hack the internet to grow brands via advertising campaigns and sales funnels.

- Turn two companies into 7 figure businesses. 
- Average ROAS 3x
- Revenue made for clients 3.1million

Owner

Head of Client Performance/Partner at Right Hook. I run our Paid Social (TikTok, FB), Google, and Retention Teams (email/SMS). Self-taught recruiting expert. We are 90+ employees strong. I love scaling brands. It's addicting.

I think we need to have a serious talk.

We’ve corrupted DTC eCom into thinking scale is better.

That is not true.

Everyone is pushing more. more. more.

I can prove it with a recent example from my team.

We have a jewelry brand who is always pushing us to scale more.

Sometimes at the cost of profit.

BUT last 30 days we pushed to pull back spend.

Why would we do that?

Because we care about this profit.

Here is what we did:

- Cut google spend by 50% (for many reasons)
- Reduced Meta spend by 15%

Results:

- Lowered total in ad costs by 37% MoM
- Only a 13% reduction in their total sales MTD MoM
- Highest NET Profit EBIDTA in the last 12 months
- Lowest new customer CAC year to date

That’s what focusing on profit looks like.

If you’re a brand that wants more profit, read my first comment.

Raymond Johnston 🥊

I don’t care about looking fancy.

I just like to make money the easiest way possible for our brands.

You know the easiest and fastest way we’ve scaled 5 brands over $12 million?

(same strategy for all 3)

We made an Irresistible Acquisition Offer

We took 1 product.

Turned it into a “Gateway Drug Product” for new customers.

Created an amazing offer

Then slammed the ad spend

And that ALONE allowed us to acquire 8,000, 10,000, 15,000 new customers a month.

We like to test Acquisition Offers like all of you test creative.

I just like to work less than all of you.

Ps these have to be in place:

- have many variants of that 1 product. (colors, flavors, patterns, etc.)
- upsell to buy many pairs in first purchase
- good margins to have a good offer

It’s just easy.

Dee Deng 🥊

I’ve got a friend who sold 2 biz’s for $1-2million each

Here are the 5 things he taught me:

- You don’t need to be the best to sell for $1-$2mil
- You just need a big TAM and carve out your slice
- Pick niches that aren’t seasonal
- Pick a unique value prop different than everyone else
- It’s easier to sell a biz for $2mil then for $10mil.

His goal is to sell 1 every 2 years.

The point of this?

It’s always good to know how others are playing the game.

What I told a $480k/mo Shopify supplement brand yesterday.

This is for brands with big organic traffic. 

He told me:

- “my new customer cost is $400 but Meta says it’s $54”
- “getting our ads to drive new customers is our biggest problem”
- “I also think our ads aren’t very strategic”

BUT I said let’s fix this 1 thing first.

Never forget we all started at the bottom and built our way up. 

You should be passing it down to give others what you wish you had.  

I love edgy hooks. 

New ad the team made.

Know your customers so well that you know what they really want.

(we made this after 6hrs of research)

Why this ad works:

IMO making a connection is RARELY about the product

It’s about an OUTCOME they want to achieve that the product can help them with. 

That’s pretty much it. 

This brand’s customers are mainly single dudes.

So we found out a few ideal outcomes they secretly hope for. 

Whipped up some ads.

And it’s off to the races.

It’s actually targeting an unaware audience.

It’s a necklace.

You don’t need do much educating.

But you do need a good reason on why they should buy it and it has nothing to do with your product but something they want.

You’ll really see how good a person’s character is based on how they leave your company for another opportunity.

Want a good name and reputation to follow you?

Then leave your current position while doing this:

- keep to your word and do what you say
- set those up for success who will replace you
- speak well about the company throughout the process
- don’t save all your vacation for your last 2 weeks on the job

That’s a sure way to burn your bridges.

Well dang. 

Those new creatives are hitting. 

I'll take a -70% in CPA, yes, please. 

Be careful of the fancy, clever ad hooks you see people posting online

You never know how they perform

- Most of the time they never pass testing
- They rarely work for more than one niche
- They are dependent on the product and context

10 years of doing this has taught me to take it all with a grain of salt.

Oftentimes, the simple things scale way more than the clever.

I guarantee you aren't testing enough ad creatives.

If you want to scale to your brand to 7-figures asap,

Start with making 300 Meta ads in 40 days.

Sound intense? Good.

My team scaled a brand to 7-figures through this exact strategy in 41 days.

Here's how you can do it too:

Hard to think 8yrs ago I got started on upwork charging $19/hr running ads

Now:

- my partners and I run a big agency
- 7 brands and agencies pay me to consult with them
- new opportunities slide into my dm’s

It’s slow in the making

But you’ll wake up one day with many skills people want to have and learn.

New Advertorial dropping soon…

It’s going to put grocery stores out of business. 😳

Pretty pumped to launch it. 

Here it is:

"Why can't I scale my brand?" 

"I'm making 40 ads /mo"

This is what a brand told me last week. 

And after a 2hr session, here is what I told him... 

(my 2hr session in 1 4min post)

FYI....this is a salty rant too. 

It doesn’t matter:

- # how many features you talk about
- # visuals you show
- # of hooks you test
- # of trends songs you use

If you don’t follow these fundamentals you failed before you ever started.

1. Tapping into Desire:

People buy based on emotion to a deep desire.

Your job is to find the deep desire and know it.

What is the reason they need or want your product?

You can’t create a desire.

Just channel an existing one.

Marketers are channelers. We channel desires towards products and services.

2. Know your Ideal Customer Persona:

- Not all people are created equal
- Not all people want your product
- Not all will pay for your product

Clearly know who does want it.

You can define it with:

- demographics
- interests
- desires
- genders
- political leanings

Then visualize your ideal customer.

Now when you write copy and make ads it’ll be far more potent because it’s specific.

3. See how your competitors are positioned

No one does this because it takes work.

BUT it’s where it comes together.

Screenshot all of your competitors ads

Put it in a Miro board.

Take stock of:

- what they say
- how they say it
- how do they position it
- what strategies do they use

The goal isn't to become a copycat.

It's to find the white space.

4.  Choose the Awareness state to target

At what stage of this journey are you trying to target?

Are they aware of:

- you and all the products in the market?
- only the market but not your product?
- only that there are solutions out there?
- only their problem but no solutions?
- being unaware and clueless they even have a problem.

Each state has a different approach and strategy you need to use.

Knowing this is how marketing boys become marketing men.

Learn the foundations and it all becomes easier.

We often get in a rut creatively.

And stick with the same things.

That’s why it’s called a “rut”

Do this instead:

Force yourself to regularly use and test all creative ad types.

Use all these formats in your accounts:

- Statics
- Videos
- Carousels
- DPAs
- Instant Experiences

I can’t tell you how many times re-trying the ad types we never use turned into top-selling ads.

Had this thought.

When you worry more about your cash inflating just sitting in a bank account and which bank to get a high yield savings %,

Your problems are truly small and you have a good life.

“You shouldn’t pay me to scale your brand”

I told a brand this yesterday.

Because it wasn't right for his setup.

Here is how it went down: 

He has an interesting business model.

He manufactures furniture for retro music lovers that is in high demand.

- think old records
- 1970-80s style
- he has orders for 10 weeks out
- price point is over $1k
- does hardly any marketing
- spreading like wild-fire via word of mouth

I’ve worked in this space before.

So I know what’s about to happen. 

As he grows it'll be a lot of stop and go advertising.

Every time his business grows 30-50%: 
- his fulfillment will break
- he'll have too many orders too far in the future
- have to buy equipment
- hire more team
- move into bigger spaces

Which means he'll have to go weeks-months of pausing ads or pulling budget to catchup and fix his logistics.

Plus with how well they are selling now, he really doesn’t need an expert team like us.

What he needs is: 
- low cost marketing budget
- easy way to control traffic
 - fast control of creating demand.

I told him frankly,

“With this model, where you’re at, and what you need, it doesn’t make sense to hire us.

There will be so much slow throttling of demand and pausing ads to catch up that my retainer won’t make sense most of the time.”

He stopped me right then and there and said:

“Dude, thank you for being honest. Everyone I talk to is just overly confident, saying they can do it, promise all these results, and they don’t even really know my situation. It’s clear they really want the money.”

I freaking love conversations like this.

I only care about what’s best for the people I talk to and sometimes it’s not working with us. 

That is how every conversation between a brand and agency should go.

If you want the truth, him me up.

Take this hocus pocus with a grain of salt.

But reverting back to the early Feb setup just worked for a few Meta accounts. 

(before things went to crap)

We’re did see some accounts get hit with the Meta mess. 

So we tested reverting everything back to when it was good…

- same campaigns
- same ad sets
- same creative.

Maybe it’s a fluke but dropped CPA $122.17 to $87.32 for 1 brand.

Anyone else tried it?

A true rags-to-riches story. 

If you only knew everything this fashion brand had to do to get to this point. 

- whole new biz
- whole new product lines
- whole new strategies
- 7-8 drops over 12 months

Now look. They are thriving and very profitable. 

- up 130% MoM
- $547k top line.
- $233k from ads

Been working with them for 12 months to get to this point. 

If you'd like a team that partners with you, rids the ups and downs, has the strategies to pull this off, and helps you get where you want to get to...

Send me a dm.

3 of the greatest creative strategies for fashion brands are the ones NO ONE THINKS ABOUT.

Because they say…it’s too easy.

But I have ad accounts that are CRUSHING it from using them:

1. Stock not moving?

We launch a “final pieces” angle.

Use the best static photos and use this copy:

“We bid farewell to these [product] pieces. They’ll never come back.”

This works like crazy for our fashion brands.

If I showed you the ad account.

No one would believe me how well it’s working.

2. Need a boost in sales?

Use the comeback strategy.

Relaunch old styles.

Use your best static photos with this copy:

“[product name] is back. You have until it sells out…again.”

This works ridiculously well.

3. Need to revive a best seller?

Use the “running low on stock” strategy.

These are two heads of the same coin.

Use your best static photos and copy:

[product name] is running dangerously low on stock…again.

Works like a charm.

Ps.

I find so many brand overthinking their creative strategy for fashion.

Yes, you want to be clever.

BUT I find simplicity is overlooked because it’s always chalked out to be “too simple.”

If you only saw the ad accounts my team runs that are using it

You’d rethink being clever real fast.


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