Ralph Burns welcomes back creative powerhouse Lauren Schwartz, Paid Media Creative Expert and founder of The Loft 325. Together, they break down the 3-Step Creative Formula that’s generating massive results for beauty and wellness brands in a hyper-competitive ad landscape. Lauren reveals how to audit creative, identify conversion gaps, and scale customer acquisition using a proven process. Whether you manage seven-figure accounts or are just getting started, this episode offers actionable advice rooted in real-world campaign wins.
Chapters:
- 00:00:00 – Kicking Off the Beauty Domination Series
- 00:00:29 – Why Beauty Brands Need This Now
- 00:00:55 – Creative: Your Brand’s Secret Weapon
- 00:02:23 – What Clients Get Wrong (and Right)
- 00:03:56 – The Formula Behind Winning Creatives
- 00:07:05 – Is Your Brand Speaking Consistently?
- 00:10:29 – Where Social + Paid Ads Fall Apart
- 00:21:00 – Inventory Meets Identity: Your Hidden Advantage
- 00:21:37 – How to Fix Your Creative Library
- 00:22:39 – Are Your Ads and Socials Aligned?
- 00:25:24 – Mobile First? Or Mobile Failing?
- 00:28:05 – Where Your Ad Strategy is Leaking Money
- 00:31:14 – Find the Frizz: Pain Points That Convert
- 00:36:27 – Don’t Just Sell — Stand Out
- 00:39:46 – Final Takeaways to Win With Creative
LINKS AND RESOURCES:
- ACTUAL Data Driven Creative
- Scale Your Beauty Brand Without Wasted Spend
- OCOA Beauty
- OCOA Beauty on Instagram
- Tier 11 Jobs
- Perpetual Traffic on YouTube
- Tiereleven.com
- Mongoose Media
- Perpetual Traffic Survey
- Perpetual Traffic Website
- Follow Perpetual Traffic on Twitter
- Connect with Lauren on Instagram and Connect with Ralph on LinkedIn
Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!
Mentioned in this episode:
READ THE TRANSCRIPT:
Beauty & Wellness Creative Domination: The 3-Step Formula
[00:00:00]
Ralph: Hello and welcome to the Traffic Podcast. This is your host, Ralph Burns, founder and CEO of alongside the amazing. Talented, the goat of all things online created, you know, the goat isn’t like a derogatory term, by the way, Lauren.
Lauren: No, I do know that. Yes,
Ralph: Anyway, we’ve got Lauren back, for the fourth in a series of episodes here on the beauty industry and her expertise and the team’s expertise at Tier 11. , They’re part of tier 11. , Lauren ran, , the loft 3, 2, 5 for years and years. A huge specialty was obviously in the beauty space and we’ve since joined forces as of maybe less than a year [00:01:00] ago.
Ralph: , And so we’re doing this whole series here for beauty brands, beauty and wellness brands, because it’s an area that we feel that, creative especially is, I would say in this industry almost more so than any other, it’s the most important element. Of growing and scaling a beauty brand online, is that safe to assume that in your experience?
Lauren: Yes, definitely creative is
Lauren: super important when it comes to beauty.
Ralph: Because there’s so many different factors. There’s like, there’s the brandings that just the fact that you’re in beauty, there is a certain aesthetic element that has to, like, you have to check that box, like your brand has to look really good. I mean, ’cause obviously you’re improving people’s either wellness or their beauty, the way they look, the way they feel about themselves.
Ralph: So the creative has gotta be spot on. But it’s all about branding. It’s about. Brand plus converting at the same time, especially if you are doing a lot of [00:02:00] things that we’re gonna be talking about here and that we talked about in the previous episode, which we’ll leave links to that show in the show notes over at perpetual traffic com.
Ralph: If you haven’t listened to that, definitely put that on your listen to list on Spotify or Apple Podcasts. , but today we’re gonna go through something that we.
Ralph: Internally inside Tier 11, once a client actually comes on board, which we’ll certainly talk about that at a later date. And specific to the beauty and wellness industry, however, the step before that is the most interesting in, in my opinion, because that’s kind of where it all starts. That’s where you and your team do the assessment of what are they missing, how can we help them?
Ralph: And in some cases, you.
Ralph: Have you ever come across a situation where, I don’t see any way to improve their ads.
Ralph: Like, has that ever happened?
Lauren: Yes, actually. Yeah. So [00:03:00] yeah, we’re, yeah, I mean, we’ve definitely run into it where it’s like, man, everything is spot on. I feel like they’re doing a lot of things right. I. And more so it’s just they’d want more, or maybe they wanna try, you know, test some new angles or, you know, different avatars or, you know, things like that.
Lauren: But yes, we definitely run into it where it’s like, wow, like,
Lauren: I don’t even know why you’re here, but I’ll definitely
Lauren: try and help
Lauren: you.
Ralph: all right, so if we use that as the frame, okay, you’re doing everything right, and then maybe it’s just maybe in the third step, which I know we’re gonna get into here, maybe it’s just different types of creatives and then adding on different layers of the same type of messaging.
Ralph: What I really wanna know is like, what does great look like? And if you’re measuring against the benchmark of what you think is absolutely effective, not just pretty and you know, on-brand and slick or whatever adjective you want to use, but also is [00:04:00] consistent with the overall messaging on all the different platforms, but also converts.
Ralph: Like what does. When I’m on discovery calls with beauty and wellness clients specifically, they just don’t know. they know I need to do creative, I need to put creative out there. Oh, I’ve got like some content creators and this is an example that we’re gonna use here today, which is a great one. I think for us to sort of everyone to learn from.
Ralph: And this isn’t just for beauty and wellness, by the way. this, is for whatever your brand is, like your methodology makes sense at every level, every industry, we’re just using beauty and wellness as of our proxy here. How do you actually get from, I, just throw out creative to making it actually all work together.
Ralph: And there is a sort of a three step process, which I had to kind of extract outta you because you’re like, I don’t really know. I, I dunno. I just do it. So, but there is some thinking that goes into it and it’s basically three steps. So that’s what today’s show is all about, is to [00:05:00] take you through those three steps.
Ralph: You can either do it on your own. If you’re the director of marketing, you have a team that does this for you, or you’re, you know an owner operator and you’re doing it yourself and maybe you have a small team or you wanna hire an agency. Hint, hint, tier 11 over at tier 11, beauty. So there is obviously that this Lauren I meanly, we
Ralph: know. which is to engage top of the funnel and ultimately convert at the bottom of funnel and all the steps that are in between. And especially with all the changes now on the meta platform, Google specifically, well, you know, meta Advantage plus like creative is the thing now. it hasn’t really changed in the last three years.
Ralph: It’s just become more and more and more important alongside great data. So if you could take us through that process here, today. , We are gonna do screen share. And of course [00:06:00] you can get that over@perpetualtraffic.com slash YouTube so you. can see what we’re actually doing. This is actually a live client that we’re considering working with, so this is like hot off the presses, which is kind of cool.
Ralph: I.
Lauren: yeah, so we had this, we have a client, , you know, potential client, this brand of coa Beauty, and. When we first kind of got on the discovery call, the first thing that I really start to look for is what is their messaging and what, type of assets do they have?
Lauren: So as we kind of, you know, broke this down before, you know, we got on the call just kind of going through Okay. You know. They have a great website. There’s a lot of, you know, information on here. It looks like they have some pretty, you know, nice product shots. They have some lifestyle shots. A lot of before and afters.
Lauren: It looks like they have, you know, a lot of UGC. So as I’m kind of going through this, I’m just assessing
Lauren: like, okay, what, what exactly do they have? What can we utilize? , And then really just trying to [00:07:00] understand like, okay, what exactly is their messaging here?
Lauren: Like, what are they talking about? So this product specifically is for women or men with really curly hair. And as we went through on the last, podcast, we were talking about one of our
Lauren: clients who, again, is a curly hair person. So it was already kind of like. I already know this demographic. I know what they struggle with. I know that, you know, they want to find curls, they want, bouncy curls. But for something like this, this is a shampoo conditioner, and these are more styling products. So knowing what I know about curly hair, it’s okay.
Lauren: It’s about not only the, bounce and the fullness, but they want. Softness. They want texture. They don’t want frizzy, they want hydrated curls. So going through all of this and understanding what type of, you know client this is going for, it’s
Lauren: easy to kind of start to assess this.
Ralph: So the desire is
Ralph: bounce fullness, very similar [00:08:00] to our other. Case study for Bima, but that was a tool that actually created the curls here. It’s the same, some of the same pain points, maybe not exactly the same, but the desired end result is similar, and that is something you as a business owner or a director of marketing should probably know about your demographic.
Ralph: However, since you’ve dealt with these types of avatar in the past, you know exactly like, all right, I know where we’re going with this. That kind of thing, like desires, pain points, you’ve already sort of talked about it, what their problems are and does the website actually relay that or is it more product based, like how does it actually convert? So you’re sort of assessing all of that. And we call that sort of the brand consistency kind of analysis with regard to, what those desires and what those pain points are, what the problems are.
Lauren: So yeah, once kind of just going through the website and pulling all this out and then it’s really just starting to go through their socials. So, you know, going into their organic social to [00:09:00] really see again, how are they talking to their customers.
Lauren: So I think one of the things that brands sometimes they just get so hung up on is that they wanna have this really great, amazing branded website, and then they go to their organic social and sometimes they fall off on their organic social because they. Again, like they have the brand, but it’s not always brand consistency, where as this particular brand, they are carrying that through from website to organic.
Lauren: So again, they still have a lot of the products, they show it in use, they talk about the different pain points. The great thing about this brand too is that their founders are also very heavily involved in their organic social, which is huge and. A lot of brands, again, I think they don’t want to, you know, get in front of the camera.
Lauren: If you own a brand, definitely get in front of the camera like you are the brand representative. So for this particular brand, it was great to see like, awesome. We have these founders who. [00:10:00] Want to be engaged. We have a lot of great founder content, so this is gonna be awesome when we start running ads. So again, just kind of doing this like analysis of what exactly do we have from website to organic, what’s the messaging, what’s the assets, and then like just
Lauren: kind
Lauren: of dissecting it from there. So then after kind of assessing all of this, then it’s really starting to go into their ad library. So once I’ve kind of seen. What they’re, what the messaging is on their website, what’s the messaging on their socials? How are they actually taking all of that information and translating it into their advertising?
Lauren: And when we started, like looking at this. A lot of the messaging that they have on their website and a lot of the information and storytelling that they have on their website and their organic was not being relayed through their advertising. So they have like a lot of these [00:11:00] generic type ads of like us versus them, you know, showing the product, which.
Lauren: Is good to have. I’m not saying it’s bad, but you can’t always have like just this formula, this formula, this formula. Not all of those formulas like work for every single brand. So what I saw that was lacking was that yes, they have these great, you know, images of their products, but it wasn’t telling me anything.
Lauren: So you know, for instance, they have this one product right here. . Where it showcases their curling cream, but it’s really just like a product hydrating curling cream. And then it just kind of gives you some, you know, different, , points of like what it, does. Like defines and moisturizes curls, holds in soft touchable curls.
Lauren: Okay, great. But like, there needs to be more, it would be great if we had this product with, again, like a before and after of this is what it looked like before. This is what it now looks like after. there’s a lot of inconsistencies that they were having from, I. [00:12:00] Websites, organic, all the way to their advertising.
Lauren: Like the messaging wasn’t matching the imagery. The, creative just isn’t matching what Yeah, I mean, again, I think with creative, you know, again, your organic social still has to build that community and the community side is what the social does. But I think I. With your brand, everything can still kind of start to tie together. But organic social is again, like you’re wanting to build that community.
Lauren: You’re wanting to build that like curly, you know, curly girls, they should be doing in order to create ads that are gonna convert for their specific product,
Ralph: Yeah. Is it the ad specifically that you’re like, whoa, here’s where we’re missing the mark. They’re obviously coming to us for creative, potentially traffic, data, that kind of stuff. Like where is the mark being missed from website to socials to ads, or is it all three or does it drop off on the ads? I’m, I’m hearing it drops off more on [00:13:00] the ads, but maybe I’m misinterpreting.
Lauren: Yeah, it’s more on the ads for sure. It just, the messaging and the creative just isn’t resonating with what they have on their website and their organic, it’s just the messaging is kind of all over the place. It’s not really hitting specific pain points. it’s kind of hitting every single person, not necessarily like specific.
Lauren: People,
Ralph: Instagram feed is lively. It’s like founder story, excitement, kind of some cool stuff happening. And obviously you’re gonna see this over on perpetual traffic.com/youtube. But the point is, is like there’s like real people using the product. You know, maybe not as much like before and after kind of stuff.
Ralph: Here is what I’m seeing ’cause I’m sort of comparing this to the Bima case study that we did a lot of after states here, which is good. But much less like product. Here’s the product and benefits bulleted out, which is kind of [00:14:00] boring. I think of those as like that’s bottom of funnel.
Ralph: Let me remind you of how great we are. Right, before you buy, probably not top of funnel, but you’re always surprised at like what creative works well at what part of the funnel,
Lauren: Yeah, I mean this one too, like they have this, you know, this
Lauren: one ad and I’m always like, I’m a less is more type of person and there’s so much copy on this ad. and I understand you have to test things, I mean, you know, you never know what’s gonna work, so, but yes, I, again, I’m just more of a less is more type of person when it comes to creative and you know, there’s ways to explain
Lauren: it without having to write basically.
Ralph: . You’ve gotta distill it down into its essential messages. And you do that visually, you know, through, obviously it’s through video, but then also. In ads less is more on the copy side. And it definitely seems like from website to social to ad, there is definite inconsistency, especially on the ad side, but it sort of seems like there’s some [00:15:00] inconsistencies on the social and the website side as well.
Ralph: Not to like discount that or what would your assessment there?
Lauren: Yeah, I mean, again, I think with creative, you know, again, your organic social still has to build that community and the community side is what the social does. But I think I. With your brand, everything can still kind of start to tie together. But organic social is again, like you’re wanting to build that community.
Lauren: You’re wanting to build that like curly, you know, curly girls, community. And I think as you start to build that on your, socials, then they’re gonna start going over to your website and buying. I mean, again, your website is still your storefront, so you have to have the brand consistency there.
Lauren: I think you can have a little bit more fun with your organic as long as it’s educating, it’s. You know, bringing them into your community essentially. So I think like overall, their organic and their website
Lauren: is more consistent than their advertising for sure.
Ralph: [00:16:00] The Belize MA Hair Tools case study for the previous episode. Links in the show notes for that one. Obviously there was inconsistency in their old site versus their new site. They didn’t even have like some of their social videos on there.
Ralph: Now they do, I see with a coa. They do have social videos on there. So there’s a tie to social at the very least. You want your website to be a little bit more, I guess, corporate, I suppose, and the social to be a little bit more frivolous.
Ralph: Like, I don’t know, like what’s your sense there? Where’s that balance? Yeah.
Lauren: it’s your storefront, so you still wanna have like brand consistency, cleaner, shoppable, easier to purchase, whereas your organic. it’s more fun. It’s a little bit more fun of a platform. Like, yes, you still want that consistency in brand, but like you can also test some things too.
Lauren: Like you can, you know, go with trends and things like that. So it’s like organic is still a little bit more where you can kind of have a little bit more fun in how you want to share the information, whereas your website is like, you still need to sell a product. [00:17:00]
Ralph: So
Ralph: step one is that brand consistency analysis through all the different platforms, website, socials, ads. Step number two is sort of the inventory side of it, so explain what that is.
Lauren: Yeah. So as we’re going through each one, the biggest thing again, is that we wanna see what exactly they have. In terms of creatives to look at. So do they have static imagery? Do they have product shots? Do they have lifestyle shots? Do they have video? Do they have UGC? Like those are kind of the kind of like the checkpoints of like all the things that it, you know, we’re looking at of, okay, what are all the assets that we have to actually work with?
Lauren: Because if they don’t have it, then we obviously need to go get it. So do we need to do a, a studio shoot? Do we need to get product shots? You know, do they have lifestyle? All those things. So as you can, you know, you start to go through their website, you can see, okay, well they have product shots. Great.
Lauren: You know, they have [00:18:00] product shots. all amazing product shots. They have lifestyles, so they show a bunch of before and afters with different curl patterns, different curl types, which is great because we obviously want that. They have a ton of UGC. It looks like, you know, they have not only in studio product shots and video, but they also have, you know, creators who have shot content for them.
Lauren: There’s founder information, you know, as I start to go through this, it’s like, okay, great. You know, check, check, check. We have all this stuff that we can pull from. Same thing with the organic, like you can pull, you know, videos and images and things that they’re doing in their organic social, repurpose them and make them ads.
Lauren: Like if they have top performing reels, let’s repurpose those into an ad and, start, you know, putting paid behind it. Like there’s different things that you can kind of start to pull from as you’re assessing this account. So like. That’s kind of like second, like part two is just, okay, what assets do they
Lauren: to work with and what do we need to go actually get? for [00:19:00] us on the creative side, it’s like great, it’s really just taking what they have and just repurposing it, you know, figuring out a new messaging strategy that we could start adding onto these.
Lauren: So
Ralph: Got it. Okay. So in the creative asset side, It’s really, you’re mostly looking at their socials and or their ad library or sort of the combination of the two or what’s your sense because you didn’t, didn’t really seem like you loved the ad.
Lauren: Yeah, I mean the ad library don’t really look at, ’cause it’s the ad library is how is everything translating throughout, websites to social, to ads. But for the ad library, it’s like I. Well, they’re pulling from what they have. They’re just, I don’t think they’re utilizing it like they should.
Lauren: But yeah, I mean, this is again, like just all the assets that they have, even, you know, going down to their product
Ralph: Do you assess like, all right, I’m gonna be sending a lot of traffic.
Ralph: Chances are, especially like, this seems like an [00:20:00] Instagram. Kind of sort of TikTok, but you know, obviously meta like an ad platform type of thing. And that is a mobile user primarily like 80, 90%. Do you assess much on that
Lauren: Oh yeah, definitely. Yeah, I think it was just more ’cause we’re on, I’m on my desktop. But yeah, I definitely look at it on mobile. I look at their socials on mobile. , Yeah, I mean. Usually I’m actually doing this probably on my phone first as opposed to on the website, or I’m sorry, on my desktop. So yes, a hundred percent
Ralph: I did this in a, a client call this morning with TJ is I went through the entire process on my phone and. and I think so few either business owners or marketing directors do just that basic task.
Ralph: And one of the things that I noticed is that every now and then, like we have a form that’s on our side over at tier 11 that it fails. And so I have like one of our staff who’s our webmaster check that form every single week. Well, she’s been [00:21:00] checking it every single day, which is God bless her. But anyway, she checks it once a week.
Ralph: just to make sure that all your stuff works and you can actually get through it without getting tripped up because. Stuff on the web and you could get an outdated WordPress plugin or a Shopify app that all of a sudden stalls your entire process and can, you know, stop your business in its tracks or affect your conversion rates. so it’s always something, just as a general rule, it’s such an obvious thing, but it’s.
Ralph: Obviously my creative and everything else that goes along with it on the site, just as sort of a, check-in every now and then. It’s like, write yourself a note to become your customer once a month, at the very least. okay, so that’s sort of the creative asset inventory step now, like the final step is as we get through that, now you’re getting sort [00:22:00] of An idea. Okay. Between website, between socials, between ad library, I know kind of what kind of assets they have. Doesn’t seem like you’re gonna need to go out and create a lot of stuff. You can repurpose, sort of remix it to a certain degree and there’s a couple of different packages that we offer for that.
Ralph: The third step is now what?
Lauren: Now it’s really going into that messaging and starting to build out, okay, so this is what they have on their website, this is what they have on their socials. We’ve kind of gone through and just did like an, you know, informational deep dive of kind of like, okay, this is what we have.
Lauren: And then taking all of that and then again, seeing how that’s all translated into what is actually being talked about on their ad library because we’re gonna start finding gaps in holes in their ads currently from what we see from web to social to ads. And now it’s starting to build out that.
Lauren: messaging roadmap and that kind of creative [00:23:00] roadmap of like, okay, we need, this type of creative, this type of creative, because there’s definitely holes right now in their, strategy that they have currently when they’re running ads. So now it’s starting to build out, okay, this is, the path that we need to go down to start helping them,
Ralph: Do you always look at active ads or do you go back and say, well, maybe at some point in time they actually did have something that was better, but they, for whatever reason, didn’t use it. , I mean, how deep do you go in the ads library? We’re in the Meta Ads library here just for consistency.
Ralph: You can also do this over in TikTok. how far back do you go?
Lauren: Yeah, I think like for just kind of like a high level when just like doing a quick assessment, I just look at active ads. But once we start to go in, you know, the. The creative strategist on the team, like that’s when we really do our deep dive and our creative strategy framework, that’s when they really start to go in and assess like everything, like where did the account start from and kind of what was the evolution of like where they started to where they are [00:24:00] now.
Lauren: Like that’s when really go in like a super deep dive, but like kind of just like a quick overview to just make sure, like as we’re. starting to learn a little bit about this client.
Lauren: Just kind of seeing the active ads, I think is, good to start.
Ralph: Okay. One of the things you mentioned when we were talking about this before was pain point and solution, I’m not seeing a whole lot of that here. I. I mean, I’m seeing like a lot of statics, a lot of copy. Not really talking to like the before state and the after state, which is so important in beauty, for effectiveness, but more so I think in beauty and wellness almost than like any other, because it’s like, it’s usually a transformation kind of instantaneous.
Ralph: It’s not like weight loss. Well, it’s gotta take like, you know, 60 days or whatever it is. So what are you seeing here with regard to that?
Lauren: that was really the main thing that I called out was that, well, what’s the pain point? Like I don’t really see like what your customer is actually complaining about. It’s not anywhere in the [00:25:00] ads, you know, what you’re talking about on your website is that.
Lauren: It hydrates, go back to the main page here, but it like refreshes it, hydrates it, you know, goes from this like frizzy state to these more defined curls. Like all these things that you want as someone with super curly hair, but that’s not being discussed in your ads. Like, showcasing. The founder with some of the products.
Lauren: That’s nice. But assuming that, you know, again, it’s like these could be top of funnel, bottom of funnel. I don’t know like where these are at specifically, but there’s just different things that it’s like, well, that doesn’t tell me anything. You know, a PR ad that’s great to have, but again, that doesn’t tell me anything.
Lauren: none of the creatives that they have currently are really, really diving into those like super. pain point type things. So I think that’s kind of where, like I noticed is that you’re not talking to your, customers the way that you’re talking to them on your organic social.
Lauren: So like how can we start to take that and put [00:26:00] that in the forefront
Lauren: of what you’re trying to sell?
Ralph: I always think of this, and I think maybe it was from, Don Miller StoryBrand, who was on here you have to find out the villain. For your brand. there always needs to be a villain.
Ralph: you know, in movies, there’s always the bad guy. You know, there is the Darth Vader to the Luke
Ralph: Skywalker. who is the villain? What’s the villain?
Ralph: And you’re like, oh really? That seems overly dramatic. Well, the villain here is rizzi. it’s so like simple, but you have to highlight that. ’cause that’s the problem. You know, we’re not splitting the atom here by any stretch, but we are helping women, curly haired women in most cases, like with a problem that is.
Ralph: Very annoying to them and may or may not affect their self-esteem and all these other sorts of things that go along with it. We’ll leave all that stuff like the reason behind, the reason, that’s a whole other episode to the side. But the point is, is like that you gotta figure out what the villain is here.
Ralph: [00:27:00] Then contrast it with your solution. So it’s before state, after state in this industry, so much more so than ever and highlight that a lot. And you’re not seeing it in the ads. You’re kind of seeing it in the socials. Definitely on the website. There’s some good before and afters, but where they fall short really is over on the ad library and me keeping that consistent fair.
Ralph: Is that fair to say? Like you’re constantly looking for that.
Lauren: Yeah, definitely.
Ralph: And then it’s,
Ralph: you know, what pain are you trying
Ralph: to. Alleviate or what villain are you trying to kill or like, you know, defeat, let’s just say that. So we’re not super violent here on perpetual traffic, but then what’s your unique mechanism that’s different than the rest of the competition too? So there is. that in a highly competitive space, like they’re not the only people in this space trying to help curly girlies with the problem of frizzy hair.
Ralph: So their solution sort of bottom of funnel needs to be like, why should I choose them? It’s like, all right, I’ve, you’ve identified the problem. You’ve [00:28:00] identified the solution. Oh, there’s haircare products that will do this. Most women in this space probably know that, but why is yours the best? Why should I choose you?
Ralph: So that’s sort of that next step. there are some unique mechanisms here that are going on, but how would you kind of position that here with this brand?
Lauren: Yeah, so for this particular brand, they do have like specific ingredients again that they’ve called out that does help with, , Rizzi dryness. they do have everything within the products already that makes it so that their product is different from all the other ones on the market.
Lauren: So again, it’s, layers, you know, there’s onions of a, it’s an onion, basically. So just peeling back all the layers of like, okay, what exactly is it that you know, you do this, yes, this product does this, but like what is your key, you know, what is your key ingredient or what is your key, you know, benefit that you really, really help with.
Lauren: So as [00:29:00] you know, again, just going into this and understanding like what those things are and then highlighting those things, showcasing that within. The ad, the creative, even, you know, having their, founders talk about it. those are things that would, you know, again, all be helpful as like, this is what makes us
Lauren: different from every other brand out there.
Ralph: Yeah. Yeah. Makes a lot of sense. Sense. Well that’s why they call you the goat , Well that’s great. ’cause this is sort of the first step that we use in order to bring people into, like our world.
Ralph: And then we deploy the beauty scale system, which we episode. Whether or not you’re in the beauty and wellness niche or whether in you’re the, you know, the curly, girly, you know, hair niche, all this stuff applies. It’s the same principles really. So, and creative, like we said before, is so vital to all of this working so well.
Ralph: So, , super appreciate you coming on here today and explaining this in a really sort of simple formula. And, , we will leave all the links over in the [00:30:00] show notes. If you don’t want to do any of this stuff yourself, you can always hire us. Of course. Hint, hint, nudge, nudge. You’ll actually get Lauren’s expertise.
Ralph: She’s like, oh my, she’s brilliant. You can actually capture that brilliance. You just have to pay us money. So anyway, the plan is is tier 11 beauty.com. Head over to that, check that out. , And, , we’d be happy to talk to you about how we might be able to do this for your brand. So, , all the links are gonna be over in the show notes over@perpetualtraffic.com.
Ralph: Of course, we’ll leave links to this as well.
Ralph: Especially if you’re a creative, sort of struggling with what to do next over at, , our YouTube channel, perpetual traffic.com/youtube. So make sure you do leave a, , rating and review wherever you listen to podcasts. We really appreciate that and we appreciate you coming on for the fourth episode in this series. Yeah, and we’ll this going, . So thank you so much. [00:31:00] Lauren Schwartz, on behalf of my other co-host who couldn’t make it here today, Lauren e Petrillo. Until next show. See ya.
