few conversations are harder than talking to a successful entrepreneur from outside consumer goods who wants to launch a brand. they have everything going for them: capital, reputation, operating chops, street smarts. they are also far too logical when it comes to the dollars and cents, particularly in the early days. they question every distributor deduction, slotting fee, and investment that won’t pay back for years. often, they are right. plenty of it is absurd! eventually: they either don’t give the brand enough room to grow or get so fed up with the business that they walk away. some of the best brand builders i’ve seen have been athletes, veterans, creatives, marketers, and, oddly enough, finance people. the finance people understand multiples and what someone might eventually pay for what they are building. the successful real estate, tech, or "corporate america" operator can struggle because the instincts that made them successful keep telling them this is a terrible business. sometimes it is. however being right about every bad line item doesn’t necessarily help you build a valuable brand!

A friend launched a product into a bunch of retailers. Innovative product, first to market. Insane scale fast. Now his retail partners are launching knockoffs of his product. There's no IP.

The mind-blowing, controversial Western Michigan-Michigan finish. Noah Eagle, Todd Blackledge, and rules analyst Terry McAulay have the commentary on the stunning scene for NBC. 🏈🦓🎙️

A clean card and plenty of speed. @McIlroyRory fires a bogey-free 64 (-6) while averaging 346 yards off the tee at Bellerive. #Qi4D

Secret of the DTC Universe #6: Avatar research is overrated. GASP. I know. Let me explain: These days, a lot of people get taught that the key to scaling eCom and DTC comes down to developing a bunch of highly specific avatars. And, in case you’re wondering… An avatar is basically the character profile for one of your potential buyers. So for example, let’s say you sell a gut supplement and your average buyer is a 52-year-old woman. If you’re an AvatarMaxxer… You might create an in-depth brief and character sketch for each of the following avatars within that market: - A 52-year-old woman dealing with menopause. - A recently divorced woman trying to get back into the dating world. - An empty nester who is suddenly focused on herself again. - A career-focused woman who has become more concerned with her appearance. - A woman who is struggling with confidence as she gets older. - A busy working mom who feels tired and run down And you might even do additional versions of these avatar briefs along different ethnic lines as well. So like… A version of each avatar profile for white women, black women, Asian women, Hispanic women, etc. Do that though… And it means your next month or two is going to be filled with endless deep research into the psychographic profile for each of those groups. You’ll go to Reddit threads, read comments on ads, and basically do all of the research stuff I taught in the “R” section of the original RMBC Method. And then… You’re going to need to build out some giant system for generating different ads for every single one of those avatars. There’s a certain class of people who hear all of this and get super revved-up… “Systems…research…daddy like!" But the truth is… Those people are hardly ever effective marketers or particularly successful people… And even if they are… They’re still shooting themselves in the foot… Because this whole process slows everything down tremendously. And, much worse… In the vast majority of cases, doing all of this is only going to lead to very incremental gains at best. The reason why is simple: It’s because all of those “different” avatars have much more in common than they have not in common. For example - let’s look at that 52-year-old female buyer. No matter whether she’s black or white… Married or divorced… Has adult children, young children, or no children… Has a 9-5 or is a stay-at-home-mom… Then she almost certainly is STILL: -Dealing with some stage of menopause. -Experiencing less energy than she did when she was 42. -Enjoying more confidence than when she was younger, but feeling like that’s in tension with the fact that her physical appearance doesn’t match her mental state (she doesn’t feel old, but she sees or feels signs of aging). - In a romantic relationship, or has been in one recently. And, if she’s in our target market… Then she STILL has a similar cluster of symptoms as virtually every other woman in that market: Bloating, low energy, weight issues, fatigue, worse sleep, mood swings, hair shedding, etc. That’s the shared center of the TAM (total addressable market)... It’s massive (see image attached with this post). And this is why that center is where you should focus 90% of your efforts when it comes to writing ads. It just makes the most logical sense… And doing this lets you get OUT of research mode and INTO testing and scaling so much faster. This last part is HUGE… Because I’m pretty sure most of the people who love AvatarMaxxing are actually just using it as a cope for not taking action. It gives them the ILLUSION of productivity… When in reality, they’re just pussyfooting around… And putting off doing the ONLY thing that matters… Which is getting your ads out into the wild… Putting real money behind them… And then letting the market tell you whether or not you’re on the right track. And, to be clear, this doesn’t mean your ads won’t have any specificity. They totally will. They’ll be: Specific about the problem. Specific about the desired outcome. Specific about the mechanism. Specific about the reason the person has struggled before. Specific about the details that make the product believable. All of that specificity is fine… But none of that means you need to spend months building out some database of highly nuanced avatar profiles. You can write one ad about menopause… Another about appearance… Another about confidence… Another about the frustration of feeling like your body has changed… And all of those ads will still speak to the massive center of your target market. -SPG P.S. This is an important P.S. so I hope you read it. I’m not saying you should never speak to other markets. Of course you can test ads and landers that target different demos. That’s fine… Although you should really only do that once you’ve reached a ton of scale, and it really seems like finding more growth on at least one traffic channel will be hard. So for example… Maybe you’re doing nine figures on Meta selling a gut supplement to women who are, on average, 50+. Now you want to go after men… Obviously it makes sense to spend time doing research about why guys buy gut supplements… And further narrowing down who you target to a specific age-range again, like 50+ dudes. It would be crazy not to. And of course, it’s also fine if you want to test ads speaking to specific segments of your market as well. For example, let’s stick with guys… Maybe you test different ads that are targeted towards different pain points… Or you do some ads targeted towards fit dads, while others are focused on out-of-shape retirees. That’s cool. Go nuts… But you STILL don’t need to develop some elaborate avatar profile to do this. Especially in the days of AI. LLMs were trained on pretty much the entire corpus of human knowledge (including a LOT of Reddit threads)... And your ads are mostly going to be like 1-4 minutes long… So you don’t need to unlock the secrets of the universe here… It’s often as simple as being like: “I’m still in great shape even though I’m in my 50s…which is why I don’t understand what’s going on in my gut.” Or… “When I retired after 40 years, I thought I’d finally be able to relax. Instead, I’m constantly stressed about going to the bathroom.” Oh wow. I’m a witch! I just figured out how to talk to two segments in a different way… And I didn’t spend 4 weeks of mental mastur-you-know-what to make it happen. P.P.S. I want to be very clear. I am not writing this email to “call out” the experts/gurus/people who advocate for AvatarMaxxing. If it works for them - that’s awesome. If it works for their students - also fantastic. There is no right way to do anything. I just personally don’t think you need to spend much time on avatars.