Never Copy Big Ecom Brands

Happy Wednesday!

This week I want to help you avoid the most common trap in e-commerce:

Copying what big players are doing and risking going out of business.

What we’re going to take a look at today:

• Why copying big e-commerce players is like copying someone’s homework and still getting the answers wrong

• A sneak peek behind the curtain at what $100M brands are doing with their ads

• Working with brands like Ryze, and how not every creative gamble pays off

• Evergreen ad creative concepts that are like that old, comfy pair of jeans: they just fit, no matter what

• Why aiming for a balance between creativity and performance will lead you to success

And much more…

Bonus For You

Before we get into the nitty-gritty of crafting winning ads for smaller brands, I have a wonderful bonus for you:

If you run an e-commerce business, I will write 3 creative concepts for your brand completely free.

I want to show you our creative process and why brands like HexClad, RYZE, and BestSelf love it.

Simply fill out this form and I will send you 3 concepts tailored to your brand within 24 hours.

Idea of the Week

Top Content of the Week

• 🌶️ HOT TAKE: What no one tells you about working with UGC creators. Read here.

• Copy our creator sourcing pipeline to save yourself the headaches of working with UGC creators. Read here.
  

• 5 elements you can add to your landing page to improve your conversion rate today. Read here.
  

• Facebook, Instagram and Threads were all down in massive Meta outage on Super Tuesday. Read here.

Ad Creative Deep Dive: Why You Should Never Copy Big E-Commerce Brands

You know how we all kinda obsess over what the big e-commerce players are doing?

Yep, I'm talking about the HexClads, the Ryzes, the Ridges, and the Pela Cases of the world.

I've been thinking a lot about our approach to ad creatives, especially for smaller or mid-size brands.

Don’t Fall Into a Trap

Here's what I've picked up: we're kind of falling into a trap.

It's like everyone's whispering:

"Hey, just do what the big guys are doing.”

You've probably seen those posts on Twitter or LinkedIn:

"Steal these ad strategies from XYZ and watch your brand hit $100M by Friday."

Spoiler alert: Most people posting these have probably never even had coffee with someone from a $100M brand, let alone worked with one.

Does Copying Big Brands Work?

But here's the kicker: we've actually created ads and participated in the creative strategy for some of the big names.

And from what I've seen?

Copycatting the big brand playbook is about as useful for us as a screen door on a submarine.

OK, I will stop with the dad jokes.

Let's get into the nitty-gritty and figure out a strategy that works for 7 and 8-figure brands.

How Big Brands Test Ads

Here's what's happening with those $100M+ brands:

They're out there launching thousands of ads on Meta, throwing things at the wall to see what sticks.

They have the budget to test 100 ideas, hoping 10 ideas will hit the mark.

You might think the ads you’re seeing from them now are what got them to $100M.

That’s usually not the case. How consumers respond to ads changes and brands always evolve their strategy and experiment with new ideas.

Working With Ryze

Take Ryze, for instance.

We've worked closely with them, pushing the boundaries of creativity to its limits. The level of creativity we're achieving is phenomenal.

But there's a catch – not every idea, no matter how creative, is destined for success.

For smaller brands, trying to follow in these footsteps is risky.

Not every super-creative concept will resonate, and the cost of missing the mark can be significant.

What Can We Do?

Here's the game plan: Lean into what works time and time again.

I'm talking about those evergreen concepts that don't just succeed in one place but across the board, in all kinds of niches.

Why do you think formats like 3 Reasons Why, Unboxing videos, and Testimonials are everywhere? Because they work.

They've stood the test of time, proving to be dependable, effective, and most importantly, they resonate with people.

Performance > Creativity

Embracing creativity is great, but for smaller brands, smart plays are how you win.

Focus on ads that don't just catch the eye but also drive real results.

Given what we're investing in our ad creatives, it's crucial every dollar works as hard as we do.

It’s about finding that sweet spot between creativity and performance.

A Few Tips to Keep In Your Back Pocket

Deep Dive Into Your Audience.

Get to know them on a personal level. What catches their attention? What do they care about?

Understanding these nuances can transform how your ads are received.

Strategic Testing.

Experimentation is key, but it's smart to lean on strategies with a proven track record first.

Once you've got those basics down, feel free to throw in a few curveballs and see how they perform.

Embrace Every Outcome.

There's value in every attempt, whether it's a home run or a strikeout.

Use each ad as a learning opportunity to continuously sharpen your approach.

Poll

How I Can Help You

Whenever you’re ready, there are 3 ways I can help you…

1. If you’re looking for a creative partner who will handle your entire creative production, deliver winning ads every month, and help you scale, apply to work with us here. We have worked with brands like HexClad, RYZE, BestSelf, Product Hunt, Morning Brew, and others.

2. Want me to train your internal team and implement all of our creative production systems and strategies in your business? Apply here and I will help you build an in-house team that can create hundreds of winning ads every month.

3. If you’re looking to take your ad performance to the next level and have a consistent stream of winning creative, but don’t want to hire anyone, I have created a program that teaches you our entire creative production process and everything I have learned over 3 years of creating tens of thousands of ads.