📦 - Hidden Superpowers

DTC 320 - Lily Lou’s Aromas, the dilution effect, growth in 2023 [DTC]( Banter Wednesday, April 12, 2023 When someone’s talking about a new Google Analytics 4 report. Today’s edition of DTC may look a little different than you’re used to. If you love it, respond to this email and let us know, and if you hate it, respond to this email and let us know! Please and thank you 🤝 If you’re new to DTC, welcome! You’re in good company with fellow newcomers from Singular Cycles, Wren, HoloToyz, Google, and Rhythm Jewellery. In this newsletter, you’ll find: 👇 📦 9 Year Old Lily Harper from Lily Lou's Aromas homeschools us all 📦 Increasing your marketing efficiency 📦 How the dilution effect impacts ad performance 📦 How to get authentically written reviews 📦 Growing your business in 2023 Read till the end to access exclusive DTC swag. 😎 👉 If a pal forwarded this to you, [subscribe](, so you never miss out. Podcast In this episode of the DTC podcast, 9-year-old Lily Harper of Lily Lou’s Aromas (and her mom Chloe), share their journey of creating a successful DTC candle business. Discover how Lily's passion for clean and natural candles has transformed her life, embarking on an incredible journey from tackling bullying and traditional learning to running a bustling DTC candle business. Prepare to laugh and learn as we explore topics like kids and technology, the hidden superpowers of ADHD in business, and how a child's wild imagination can shake things up in the DTC world. ‍The takeaways 👇 🦸 Harnessing a superpower: Lily has turned her ADHD into a secret sauce that fuels her entrepreneurial journey. ADHD can bring unique strengths and advantages to entrepreneurs such as hyper-focus, creativity, innovation, resilience, adaptability, and high energy. 🧠Kids in tech: Lily's story proves that raising tech-savvy children is not only possible but beneficial. Guided by her mother, Lily has learned to create content and build resilience and tech-literacy for the future. Shielding kids from technology isn't always the answer. Instead, helping them manage both the good and bad aspects of technology early on establishes healthy habits that last a lifetime. 🤑 What Lily would do with an extra $50K: Lily discusses how she could get closer to securing her dream warehouse for her candles, expand her product line, collaborate with big retailers, and amp up her TikTok presence. Lily's journey is an inspiring example of how children's wild imagination and passion can shake things up in the DTC world. The episode also highlights the importance of nurturing children's talents and strengths and guiding them to use technology mindfully. Learn from Lily's story and explore the unique strengths and advantages that ADHD can bring to entrepreneurs. 👉 Listen to the full episode with Lily Harper [here](! Sponsor Smooth Out Your Marketing Campaigns By Managing Everything In One Place 🛑 Do you manage digital advertising across multiple channels? Like many of us, you may want to increase your marketing efficiency. As part of a high-performance marketing team, your goal is to drive ROI and to make your business grow. 🤫 [We are going to let you in on a little secret: AdRoll]( Their all-in-one advertising platform makes your life so. much. easier. In just ONE browser tab, you can: - Launch, edit, and optimize ad campaigns on display networks, native advertising, and social media - See cross-channel reporting with de-duplicated conversions across channels - Even trigger emails based on user interactions, creating truly unique and personalized processes. Advertising experts at AdRoll will work directly with you to launch and optimize campaigns across all your networks. Facebook, Instagram, TikTok, and Pinterest, these experts can help you tackle it all. 💪 👉 [Sign up at AdRoll.com today](. Creative If you’re not all caught up on the latest in behavioral science, no worries. The Pilothouse team has you covered! Recently, the team dove head-first into [this study](, which speaks about the Dilution Effect and its impacts on ad performance. Sure, sometimes giving people more to read and take in in your ads is better, but sometimes less can be more. The study outlines that listing your strongest unique selling point (USP) partnered with a secondary unique selling point actually dilutes the effectiveness of your ad. ⚡ TL;DR: if you know unique selling point one works well with an audience, don’t serve them an ad that has both unique selling point one and two. Check this out: 👇 - USP 1: 90% strength - USP 2: 50% strength - Overall argument strength: 90+50/2 = 70% You may think you’re providing more arguments for why a scroller should stop and buy your product, but really you’re reducing the overall effectiveness of your ad! Thanks to the [Pilothouse creative team]( for this killer tip! Try it out on your ads and let us know how it goes! #BehavioralScienceForTheWin 🧪 Sponsor Don't Lose Potential Customers For Not Having Enough Product Reviews You know your products are great. But the more authentic customer reviews you have, the higher your chances are of capturing new customers. That's why brands like PetSmart, Lenny & Larry's, and Derma E sample their products to [Cohley’s network of creators]( to receive authentically written reviews, alongside photos showcasing the product in use. What makes product reviews from [Cohley]( better? - 🌠Most reviews include an image, which brands have full rights to use - 💯 100% fulfillment - pay for reviews, not samples - 🔗 Integrated with Bazaarvoice and PowerReviews to syndicate reviews to major retailers For a limited time, when DTC subscribers purchase a package of reviews from Cohley, they’ll double it at no additional cost. That means if you purchase 250 product reviews, they’ll throw in another 250 on the house. 👉 [Sign up for Cohley today to get more authentic reviews (and more customers)](. Tip The Best Ways to Grow Your Business In a recent interview with Entrepreneur, Harley Finkelstein, President of Shopify, shared valuable advice on growing a business by leveraging the advantages that small businesses have over larger corporations. Here’s what you need to know. 👇 1️⃣ Creativity over capital: Creativity and resourcefulness are the most important skills for entrepreneurs to have. Many resources are relatively inexpensive or free, and entrepreneurs should use these tools to establish healthy habits and make growing their business easier. 2️⃣ Cost of failure: Businesses should view failure as a learning experience rather than defeat. Smaller businesses can take small iterative steps to build a stronger brand, which can benefit from being more agile. 3️⃣ Positive-sum model: Today, competition is no longer baked into the entrepreneurial experience. Even so-called competitors can benefit from sharing ideas and having open discussions about their strategies. 4️⃣ Customer engagement: Engagement is crucial, and relationships are more important than ever. Businesses should identify their most engaged customer segments and communicate with them on a regular basis. 5️⃣ Micro-communities: Businesses should get in touch with micro-communities and give them something to try. If they like it, the host, who is a center point of a community, will start talking about the business and sharing more about its products. 6️⃣ Redefining business ownership: Almost anyone can start a business with the right mindset and perspective. To succeed, entrepreneurs must be social, adaptable, and creative. By embracing these strategies and tactics, small businesses can compete with larger corporations and build strong brands. Look no further than the [full interview with Harley]( for advice every small business owner should hear. Quick Hits 📷 [Youtube](adds more features to Premium. Subscribers will see higher quality video, co-watch through Apple’s SharePlay, and expanded video queue control. 🐥 [Twitter]( restricts integrations with Substack. This comes after Substack released “Notes” that emulates Twitter’s features in their own platform. 🌍 [TikTok’s Earth Month]( initiative celebrates creators, advocates, and communities. tikTok intends to highlight contemporary sustainability practices throughout April. 🥤 [Juice-jacking]( is on the rise at charging stations in airports, hotels, and malls as reported by the FBI. Bad actors can install malicious code into charging hubs to read and download data from smartphones. 👻 [Monster Energy]( takes on The Pokemon Company in a new legal battle. The latest developments are a part of the 234 global trademark objections made by Monster to protect their brand identity. SHARE DTC NEWSLETTER Want to level up the marketing skills of your teammates and employees? Just grab your referral link below and you’ll earn points toward cool gear for every new subscriber you bring to the DTC fam. Here’s your unique referral link: [( [Share via facebook]( [Share via twitter]( [Share via whatsapp]( [Share via email](mailto:?subject=Check%20this%20out&body=%F0%9F%94%A5%20Signed%20up%20to%20this%20newsletter%20a%20couple%20of%20weeks%20ago%20and%20it's%20amazing%20for%20DTC%20marketers%20like%20you!+https%3A%2F%2Fsparklp.co%2F47c676d0%2F%3Futm_source%3Demail) [See how many referrals you have!]( Referal program is subject to [DTC Terms & Conditions.]( 🔊 Have you heard our latest podcasts? 🌲 [TAXA Outdoor](, Garrett Finney: Digital meets dealership, NASA Architect goes out of home for real. 🐶 Pet Health Comes Home with [MySimplePetLab's]( Jen Hagness. ☠️ [Liquid Death Mountain Water](: Hamid Saify - Death, Beverages, and the Attention Economy. 🟥 [Mid-Day Squares](: Jake Karls and Nick Saltarelli - Rainmaking, Fundraising and "One word: F&%^ng Crazy." 🧖‍♀️ [Bushbalm's]( David Gaylord goes B2B, Enters US retail bigly, and rides the Vajacial wave on DTC. 💡 Listen to the [Biggest Marketing News]( Stories Today. Don’t forget to [rate the DTC Podcast]( on Apple (⭐️⭐️⭐️⭐️⭐️) DTC Newsletter is written by [Rebecca Knight](, [Kate Gullett](, and [Michael Venditti](. Edited by [Claire Beveridge]( and Eric Dyck. Was this email forwarded to you? Sign up [here](. NEED MORE DTC? 🚀 [Advertise]( in DTC Newsletter. 💰Check out our course on [Facebook and Instagram]( ads! [Fueled by Pilothouse] [Share]( [Twitter]( [Facebook]( [LinkedIn]( [Advertise with DTC]( | [Work With Pilothouse]( [Unsubscribe]( Pilothouse, 1011 Government St., V8W 1X6, Victoria, BC V8W 1X6, Canada