Travis

The more brands I work with the more I realize... the product almost never needs to change… the funnel does. Look at the CPG brands scaling fastest right now: →IM8 →AG1 →Grüns →Mars Men. They all sell one core product. But they have a ton of different funnels behind it... each one built around a specific pain point. IM8 will run an ad about gut health and that person lands on a gut health landing page and gets a gut health welcome flow. Someone else clicks an ad about energy and gets an entirely different landing page and email sequence It's the same product and offer in both, but the experience feels like it was built just for them. Meta is so good now at reading your creative and matching it to the right person. But if you send all of those people to the same generic product page... you're wasting what Meta just did for you. And this is only going to matter more over the next 12 months. Ecom is moving to a place where it's less about the product and more about how many different ways you can speak to different people about the same product. It's not even close how much better they convert.