#230 - Nigel Thomas: ROAS is Dead, The Keys To Building Bottom Line Revenue

On this episode of DTC Pod, Nigel joins Blaine to break down the foundational building blocks for brands that want to build profitable businesses. They cover topics like how to build solid unit economics, types of content that perform, optimizing customer journeys, understanding attribution, copywriting, landing pages, as well as benchmarks to hit to build a successful brand.

 

6:35

The first one, and we'll get back to this in a second, because it's the most important is unit economics by what are unit economics. The second thing is the content. Again, you can't turn water into wine. If we don't have good enough content to work with, we add need to get that content from the brands, or we need to go out there and use one of our content partners and just get really good content. The third one is the customer journey. At the end of the day, if you've got the best starts in the world, it doesn't matter if the customer journey CRO isn't in place and obviously the retention and it all connects congruently. The fourth area is attribution.

10:00

 It doesn't matter how good your creative is. It doesn't matter how good your copy is. At the end of the day, if you've got the stronger economics in the backend, you'll always win. Now, add on top of that. Great copy, great customer journey, great creative. Then that's a house on fire.

13:30

So average order value must be above $50. And again, maybe we can work them to get it above $50 by changing the landing page, but $50, especially at scale, you need that these days, you really do need that. Then the other thing is the CPA to lifetime value ratio, needs to ideally be one to three. I'm saying, ideally within even a 60, 90 day period.

21:20 

This landing page is built to do one thing. It's built to sell products. There's no light areas for them to click out into the homepage or anything else. All the friction was removed. And we're talking, one of the things that most people don't understand is copywriting. It's all about the headline. That's where most of the people are going to bounce off. It needs of course, beyond brand, but it also needs to hit real deep on the emotions and pain points. David Ogilvy says, they spend 80% of the time researching, 20% of the time writing.

 

This episode is brought to you by OpenStore:
 

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Nigel Thomas - CEO of Alpha Inboud
Ramon Berrios - CEO of Trend.io
Blaine Bolus - Co-Founder of Seated