Fin

@oliverwhudson Funnel

Back by popular demand, we're reopening the brand funnel vault. Get access to our most requested resource: the top-performing brand funnel breakdowns of 2025. Not just their ads. The full stack: Paid strategy > Organic > Landing pages > Google ads > Email > Offers Everything. Easily the most ripped asset we’ve ever put out. So we’ve packaged them properly. One folder. Here’s who’s inside: – Rhode – Meshki – LOOP Earplugs – Alo Yoga – IM8 – Refy – BREZ – Wonderskin Use this to cut out weeks of guesswork or get your next winning concept straight from their playbook. If you want the folder, you know what to do. Retweet the post. Drop “FUNNEL” below. We’ll send it your way.

golden rule for printing on FB ads: Turn off every single Facebook recommended setting and do the opposite of what they tell you. Been workin well for me since 2018

@zakaria_airak Bros dropping banger after banger

@oliverwhudson Founder

1 founder’s ad concept drove £2 million in revenue. We didn’t need more creatives. We just rebuilt the same story into 12 variations across 4 formats. Here’s the exact framework we used (and we’ve put it all into a cheat sheet). When a founder story hits, it hits hard. But what actually drives performance isn’t just the story. It’s how you structure, package, and scale it across the funnel. So we broke down our full process into a new resource: 🚨The High-Performance Founder Content Cheat Sheet Inside, you’ll get: - ✅ The 9-step emotional arc every founder ad should follow - ✅ Proven hook frameworks to stop the scroll cold - ✅ Best-in-class examples - ✅ Key questions to unlock founder story gold - ✅ The anatomy of a winning founder-led concept - ✅ Best practices for scripting, shooting, and editing - ✅ How to scale one narrative into 15+ variations - ✅ Why this format keeps outperforming statics, UGC, and DR ads If you're a founder (or scaling a brand where the founder is the USP), 👆 this is how you turn story into scale. Want it? Retweet this post Comment “founder” and I’ll send it over (Make sure you're following so I can DM you)

@itsliellevin @jforjacob ^

@jforjacob Is this still the same? (regarding your most recent tweet ab 1 CBO not being the way)

Ok getting a lot of questions on this so just gonna write this post and people can refer to it Here's how I run my ad accounts ( key word here 'I') General Structure: Testing campaign (CBO) Scaling campaigns per geo / geo groups (ASC) Scaling campaigns are grouped by countries that have a similar break even ROAS. Sorry but world-wide campaigns make no sense as shipping cost and AOV can vary massively country to country and if you're working off an average you are being incredibly inefficient. You'll always be leaving spend on the table in some countries and margins tighter than desired in others. And I don't care if you know someone doing well with this approach, they could still be doing better For me the groups usually look something like USA UK ROW (lower breakeven) ROW (higher breakeven) Each campaign will have it's own separate targets Testing campaign will contain all countries I ship to. Efficiency here isn't as important as seeing which creatives work and where. Yes, you will find a lot of the time certain creatives don't work in USA but work elsewhere and vice versa Testing Campaign: CBO with minimum spends applied to each new ad set Each ad set is a creative with multiple variations, usually 3-5 Like to let each test run for at least 7 days and spend at least 4x target CPA This will guide you on where to set your minimum spend amounts If your target CPA is $50 and you want every ad set to spend at least 4x target over 7 days - $200 / 7 = $28.57. So i'd set my minimum daily spend at $25 here I don't like the total of the minimum spends to add up to any more that 50% of the total CBO budget, otherwise it defeats the purpose of sing this structure. So creative volume will ultimately dictate the budget for this campaign. You want to test 10 new batches a week? 10 x 25 = $250. 2 x $250 = $500 so i'd be setting my testing campaign budget here to $500 If an ad set just spends at or near it's min and CPA is below target after 7 days - kill it If you want to let a creative run lobger than 7days becasue it's on the edge, that's but always look at last 7 days when making a decision If an ad set is above it's min spend and at or above target CPA - graduate to scaling campaign If an ad set is spending way above min but CPA is below target - graduate to scaling campaign and keep close eye on overall account MER. If MER improves after a few days eep it running, if MER gets worse turn it off Any ads I graduate to scaling campaign I turn off in the testing campaign once they pick up spend. This is to avoid any overlap and false signalling in the testing campaign from last click attribution. Also makes room for new tests Scaling Campaign ASC - usually with a target CPA cost control used and an inflated budget Nothing complicated here, just stack your winners an let them rip Spend will vary day by day based on demand. Important to only look at results over your chosen attribution window as with a target CPA meta aims to average out to this over that time (7 days for majority of people) Benefit of this is you never have to touch a budget again, Meta will capture as many purchases at it can at your target. No reactive budget changes needed here, Meta has far more data than anyone and will do a better job than anyone at this

@shauneng Bros spitting facts

Just got back from an Ecom event in Singapore Met brand owners doing $100k-$500k/month, all stuck on the same limiting belief The same one stopping 90% of you from 2x-5x growth Here's what it is (and how to kill it) 👇

@AbyssusErigo This is sick

How I write open loops ↓ (If you don't know what an open loop is: read the RT first) 0️⃣ Internal Process + Preparation Here I'm just gonna assume you have some basic copy hygiene in place (which is very rare). And this applies beyond open loops, it's something I like to do before writing any piece of leveraged copy. Basically warm up by positioning yourself both logically and emotionally so you're aligned with who you're writing to. From understanding things like their awareness state, etc., to actually being able to feel their situation. And I'm also gonna assume that you already have a concept in place and your hook is ready to go. (won't talk about hooks here because that would make this an even bigger post) *LOW DOPAMINE WARNING* I know this stuff may sound boring and unnecessary to some of you, but no technique or strategy below will work if you don't have your fundamentals down. 1️⃣ Open Loop Position Now take another look at your hook. What we're looking for is how busy it is in terms of information. So we can decide where to place our open loop. If there's room to add an open loop in the hook directly: we're gonna tweak and/or extend the hook. If the hook is semantically packed: let's add the loop right after the hook (lead). 2️⃣ Strategies Your open loop can be pretty obvious but it always works better if it's not. Obvious ones require much less thought and are definitely better than no loops. Here are some pretty obvious strategies (with examples): • Teasing specific content later on in the video: "In the next 30 seconds I'm gonna explain why..." • Numbered lists with delays: "There are 3 reasons this works. Number 2 will surprise you" • Vague payoff: "If I knew what I'm about to share in this video, I wouldn't have to suffer with problem all these years" Less obvious ones require much more brainpower and finesse but make you more $. I can't really provide strategies for these, since they're based on creativity but here are some tools that'll help you come up with these: • Incomplete context. For example: dropping an oddly specific, intriguing detail without explaining it. • Use the unnamed 'thing' that opens the loop. The power of 'this' (example: this mistake, this outcome, this thing that did x). • Don't answer any questions that need answering right away. There's a balance between vagueness and specificity that is just right for them to drop through the loop. • Contradictions or paradoxes. Make two statements that seem to conflict. • Unanswered whys. State something counterintuitive without justification: "I'm a 40 year old woman from Alabama and I just shaved all my hair off." then continue talking about something else. Tons more other ways to go. Swipes, processes, etc. are always helpful but make sure you don't rely on them. Creativity will always be your best friend here. 3️⃣ Chiefing & Briefing Read the hook + loop a few times over to make sure it's solid. Sometimes there are some obvious things that can be fixed or improved. And sometimes you only spot them on a re-read. You also wanna be pairing the right visuals to support the loop, so make sure you clearly explain the vision to the editor. ✅ Open Loop Installed If you wanna study open loops in the wild, I'd look at: - Winners from other big DR brands. - VSLs (both in-platform and on-page, in ecom or other industries) - Viral organic content. Youtubers like Mr. Beast are pros at this stuff. But even viral Meta feed videos can be very useful. Yeah that's it. If you actually read this far 🤝 Now it's time to take this shit to the streets and write some bangers.

@elaineshan8 You guys are killing it at DSCP @elaineshan8 - appreciate all the support you provide 🙏

One of our top clients @ecomfin told me that each order now costs about $2 less after switching to U.S. local fulfillment. Here’s what the insights he shared with me when we talked about it: Q: How have recent U.S. tariffs impacted your business, and what strategies have you used to stay stable? A: We’ve started shipping in bulk to the US via sea and air, then fulfilling locally. It’s saved us about $2 per order compared to shipping directly from China. It’s too early to comment on LTV improvements, but from a margin perspective it’s already a big win. That said, I still think hybrid fulfillment is smart - shipping from China during rapid scaling phases to avoid stockouts. Q: Do you think U.S. local fulfillment will become a bigger trend? A:Right now, we fulfill all U.S. orders from the US unless we run out of local stock. Local fulfillment ties up more capital but creates a much better customer experience - 2-4 day delivery builds trust and sets you apart from typical dropshippers. So yes, I think local fulfillment will continue to grow as more sellers move toward building real brands. However, I don’t think fulfilling from China is a bad thing. It’s usually the smarter move early on to minimize risk, especially since it’s hard to forecast stock accurately at lower volumes.

@jayjaypn_ @TeunVD1 🤣

@TeunVD1 HIKE

Hike Footwear is one of the fastest scaling ecom brands in the space. Ole & Jay grew Hike to $100M in rev in just 16 months. I completely reversed engineered their full funnel and broke down how they can scale so fast. Comment "HIKE" & I will DM it to you for FREE.

@oliverwhudson Hooks

We’ve just released the exact Hook System behind £400M+ in DTC revenue, built to help you create visually distinct, scroll-stopping hooks that actually scale. Last week I shared an insight that Meta’s new delivery system (Andromeda) doesn’t just look at messaging, it looks at visual similarity. If two ads have the same structure and layout, they’re basically the same in Meta’s eyes… even if the script changes. We’ve been seeing this play out across accounts spending £500K+/mo. Meta’s Andromeda algorithm now actively rewards creative that’s visually and conceptually distinct. That means: → A new script isn’t enough → A new creator isn’t enough → If it looks too similar, you’re throttled We’ve been working behind the scenes to build a hook framework that solves this. Here's what's inside - The 9 types of hooks that still win attention (mapped to tone, audience + angle) - Our top performing examples - Prompt banks to generate fresh hooks across personas on VEO3 - Advanced hook techniques that actually unlock incremental reach This isn’t a swipe file, it’s a system for scalable, visually distinct hook creation. Want it? Retweet this post Comment “Hooks” Make sure you're following so I can DM you!

@shauneng Congrats bro, well deserved🔥

✅The Ching Chong Chad scaling method just hit 20k followers on X It's finally time to sell out and do paid software shills 😭 Appreciate every single one of you I've posted lots of sauce here for FREE on how to get to $100k days in Ecom You just need to TAKE ACTION!

@FedotOff90 VSL

Just created a killer swipe file of 58 VSLs that are printing on Facebook rn (7-8+ figs). This swipe has long VSLs, short, in-feed, on-lander, everything. In over 12 of the best ecommerce niches. If you want the swipe for free, comment "VSL" and I'll send it to you.

@shauneng @spencepawliw 🤣

@ecomfin @spencepawliw Few understand

If you want to get rich Put on some Jazz. Other gurus don't want you to know this

@riotcultures This is sick

our collab with Adidas taught me that if your only channel of revenue is paid ads, you’re always going to be on a hamster wheel when it comes to scaling up you think the same thing every year: better creatives, better ads, better offers, better skill set nothing wrong here, ecom brands doing 10M/m seem fine but in the grand scheme of building a real brands that lasts (at least the way im growing it) you’re basically buying clicks for cheaper than you sell them, year over year paid ads is definitely one of the best ways to grow but when it comes to sustainability I’ve always looked at channels where i know after a certain investment, my ROI is predictable month over month and from there determine how to grow these channels by asking the right questions to increase output affiliates/influencers: invest in them once, can they averagely give me 50 sales a month each? how do i find more of them? distributors: partner and invest together with the right ones and they help sell 1,000 units/month and eventually up to even about 20-50k units a month after some time working together. how do i find similar distributors in different countries and do what works? email/community: send X emails, Y amount of times a month to sustainably generate $20k every month. how much should i invest to grow my list? again, no wrong and right here. just different ways of doing business i just prefer predictability, cause what’s predictable is scalable

@itsliellevin Congrats man🔥🔥

My First $1M month - What I Learned I am posting this so that those at their beginning will hopefully internalize these principles that helped me most, in hopes of getting to their goal faster: - It took me 7 years to gain traction with "online money". For 7 years I did not make ANY Money, maybe a few hundred dollars in profit. #1 It would've taken 1-2 years if I had committed to one business model and had INTENTION and COMMITMENT no matter what happens - without deviating. There is no such thing as a perfect biz model. Just the one that you'll commit to the most - for your OWN reasons, not reasons that a guru is telling you. So pick your own, and have UNWAVERING focus on that one thing until its successful. #2 - again, it took me 7 years, to get to a point of making $1m in TOTAL revenue (that happened this year 2025) - and the NEXT month I hit ANOTHER million. things change fucking fast in this game. i definitely saw that with my own eyes. just have faith and focus on the process and the journey. and know that this process isn't linear. things can change fast. #3 - have a clear vision for what you want to achieve, what kind of life you want to live, what's your DEEP REASON WHY for being in this game - and then think of WHO the person is that is achieving that easily Then focus every single day on becoming that person. on operating FROM the place of already being that person. Think like millionaire version of you. Act like it. Speak like it. Because you ARE it. #4 surround yourself with winners... ...I've had the privilege of meeting amazing people in this journey, both in real life and online, and one of the things that kept me going (From March to May 25' I've had nothing but failures and only lost money but I knew it's temporary) -> IS KNOWING that IT IS possible. I've had friends making $50k/day. and i knew while there was a skill gap, there wasn't any fundamental difference between me and them. and that kept me going, because i KNEW its a matter of time until i break through. and now i guess im one of those people that others can hang onto- and see- yes, it is possible so do not be afraid to talk to people, to make connections, to remind yourself daily that if others are doing it, you can do it too so yes, these are the 4 highest leverage things that you can internalize as a beginner notice i did not speak of strategy simply because, we all have the strategy already, we are just not the kind of person yet that can put that strategy to use ive had nothing work for me until i became the kind of person that can make it work whether its my thoughts, my habits, my PERSPECTIVES of why certain things happen, my focus and determination i cannot explain these 4 levers in depth in a tweet, maybe i'll make a yt vid one day about them and ik its a long ass tweet but maybe some of you missed these lol cya maybe in a few months? thanks for reading!

@shauneng Wise words

Most Ecom brand owners get stuck at $1M/month because they're still playing operator instead of CEO Working 14 hour days IN the business got you to $1M/mth Working ON the business gets you to $10M/mth But you're too deep in the weeds to see it. You have to Evolve from being a hustler to a CEO Your "hustle" becomes the bottleneck. When you're drowning in daily operations: Every problem feels urgent Every creative needs your approval Every decision requires your input You will have tunnel vision. Can't see the obvious. Stop looking inside out. Start looking outside in. Example: We ran CRO split tests for months On paper: Profit going up In reality: Business didn't scale We only saw this waste when we stepped back to reflect on the business from the outside in We pivoted to landing pages and scaled massively Obvious in hindsight. Invisible when you're in the weeds. You've already hustled your way to $1M/mth, you know how to produce "good" output, now you just need to replicate it at scale One good framework given to your team produces 10x the results But you're too busy doing their job to create the framework Your team doesn't need another hustler They need better systems and a clearer vision But 90% of you are too addicted to being busy to see it The very hustle that built your business is now killing it

@riotcultures Need to start doing more of this

building your ecom brand retention is as easy as sending a “have a good week” sms to your top customers on monday i literally send a bouquet of flowers to customers who buy my furniture to give a little extra vibe not hard to win when you actually really care stop crying about having no margins to do these after sales activities the word of mouth that comes out of this will 100x your brand over time