What Got You Here Won't Get You There

🔍 FUNNEL VISION:

As you scale a brand, your systems have to change.

What got your marketing to a certain level, won’t take it to the next.

You have to adapt.

This is probably one of the hardest things to do because you’ve been right in the past.

But that doesn’t mean you’ll be right in the future.

• For pros: Don’t be set in your ways. You have to stay ahead of the curve. If you don’t, you will eventually lose momentum.

• For beginners: Keep it simple in the beginning but understand to scale - you will need to update your systems.

🥡 THIS WEEK'S FUNNEL FEED

What we're testing: We're restructuring our meal selection interface to match natural user filtering behavior – organizing meals from low to high carb content by default, instead of our previous random assortment ordering.

What's happening so far: The test just went live, but early engagement signals suggest users are spending more time in the meal selection flow. We're measuring whether aligning our default meal order with the most common filter behavior (low-to-high carb sorting) reduces decision fatigue and improves conversions.

Why this approach works: Three UX psychology principles driving this test:

1. Cognitive load reduction: When the interface matches users' mental models, they process information faster and with less effort

2. Filter alignment: Most health-conscious customers naturally think "low carb first" – our interface should mirror this instinct

3. Progressive disclosure: Starting with lower-carb options lets users see healthier choices first, building confidence in our brand positioning

How to try it:

FOR $10M+ BRANDS:

• Analyze your most-used filter combinations and make them the default sorting

• A/B test interface organization that matches customer mental models vs. your current layout

• Track time-on-page and selection completion rates, not just conversion

• Heat map user behavior to see where filtering friction occurs

STARTING OUT? TRY THIS:

• Look at your analytics to see how customers actually browse your products

• Reorganize your product display to match the most common user behavior

• Test putting your best-converting products in the positions where users look first

• Default to the filter settings that 80% of customers end up using anyway

🍱 THIS WEEK'S CONTENT BUFFET

Everyone in the DTC has beef with Meta.

It’s a great platform to advertise but it is SO inconsistent that you will lose your mind.

One week is great, the next week is shit.

Makes no sense.

But Meta is making it known that they are shifting to a more automated platform where anyone can run ads.

The truth probably is that for beginners - it will make ads really easy.

But for a $100M brand, I don’t think you’ll be able to just let Meta AI run your account.

That’s what people don’t get.

Since reading this tweet, ChatGPT has now become my doctor.

I talk to it daily.

I am mindblown every time.

It’s quite literally having a top doctor in your pocket 24/7.

I’m using it to better understand how my body reacts to certain things and then tweaking my protocols.

Game Changer!

🍟 SWIPE OF THE WEEK

What it is: A basic story ad that is dominating ad accounts.

Why it's smart: 

Everyone thinks they need to make these crazy fancy ads.

You don’t.

In fact you want to do the opposite.

The more of an Ad it looks like, the more people will scroll past it.

Think about it…

You’re not scrolling Instagram to watch Ads… unless you're a marketer like me of course.

But for most, they don’t want to see your ads.

They want to see organic content.

So to make effective ads - make them look organic

Steal this idea: 

Find organic posts that do well and tweak them for ads.

🧪 AI SECRET SAUCE

Tool/Prompt I'm Using: Claude/ChatGPT to transform my highest-performing social media content into comprehensive blog posts that capture the same engagement but with deeper value.

Step 1: Content Performance Analysis:

• Export your top 10 performing posts from the last 90 days (highest engagement rate, not just likes)

• Screenshot each post and note the engagement metrics

• Identify common themes, formats, or hooks that resonated

• Document the specific language that triggered responses

Step 2: AI Expansion Prompts:

1. "Here's a social media post that got [X engagement]. Analyze why it performed well and expand it into a 1,500-word blog post that maintains the same tone and hooks."

2. "Take the core insight from this viral post and create a comprehensive guide with 5-7 actionable steps, real examples, and a framework readers can implement."

3. "This post generated lots of comments/questions. Turn those common questions into FAQ sections and expand each answer with detailed explanations."

4. "Identify the psychological triggers in this high-performing post and build a longer narrative around those same principles."

Step 3: Content Multiplication Strategy:

• Turn one viral post into multiple content formats (blog post, email sequence, carousel, video script)

• Extract quotable snippets from the blog post for future social content

• Create related posts that dive deeper into specific points

• Build content series around themes that consistently perform

How to use this approach:

• Start with your absolute highest-performing post and expand it first

• Test different AI prompts to find the voice that matches your successful social content

• Track which expanded posts drive the most traffic back to your social channels

• Create a feedback loop: blog insights → social posts → more blog content

Pro tip: Add this instruction to maximize SEO value: "Optimize this expanded content for the search terms my target audience would use to find this information, but maintain the casual, engaging tone that made the original social post successful. Include internal linking opportunities to related content."

🧂 UNDERRATED TACTIC

Test your email subject lines as social media captions first.

Before sending that newsletter, post the subject line as a LinkedIn or Twitter caption and see what happens. Low engagement = weak subject line. High engagement = strong open rates incoming.

Free A/B testing with zero risk.

🧩 FUNDAMENTALS TO MASTER

ONE THING newer marketers often get wrong about copywriting: Trying to sound professional instead of sounding human.

INSTEAD, DO THIS: Write like you're explaining your product to a friend at a coffee shop. Use contractions, simple words, and conversational flow. If it sounds too formal for texting, it's too formal for marketing.

WHY THIS MATTERS EVEN AT SCALE: Even $50M+ brands lose billions in revenue by using corporate-speak that creates distance between them and customers, making their products feel less relatable and trustworthy.

🧃 FOUNDER FUEL

🍽️ WHAT'S COOKING

The summer typical slows down at Nutre.

People are traveling.

But we are working on ways that we can be creative and refine our systems.

This doesn’t mean we just chill.

We have to understand that this isn’t peak time for us but still focus on growth.

It’s a healthy balance… sometimes.

✌️ That’s All For This Week

Hope you guys got value out of this email.

If you have any specific questions or want me to cover any topics, just respond to this email and I'll do my best to get to them.

See you next week!