The All In Play

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🚀The All In Play 

Performance conversations usually stay inside the ad account.

A channel is judged by its ROAS. If it clears the threshold, it stays. If it doesn’t, it gets questioned. That works for conversion channels. It breaks for demand-driving ones.

If you want to evaluate an upper-funnel channel properly, you need a business-level test.

Start with a baseline. Before increasing spend, document:

• Total Shopify revenue
• Blended CAC across paid channels
• Branded search volume
• Direct traffic
• Email signup velocity

These are your system markers. Now run the test.

Step 1: Define a controlled scale window.

Pick 30 days. No mid-test budget cuts unless something catastrophic happens.

Step 2: Spend enough to create a signal.

Not 10 percent. Aim for a 30 to 50 percent lift in spend on that single channel so the impact can actually register.

Step 3: Keep everything else stable.

Do not simultaneously change pricing, offers, landing pages, or three other channels. You want one primary variable moving.

Step 4: Track system movement weekly.

Don’t stare only at that channel’s ROAS. Watch branded search trends, direct traffic, retargeting efficiency, and total revenue.

Now interpret it correctly. If that channel’s ROAS softens, but:

• Branded search climbs
• Direct traffic increases
• Retargeting closes at higher rates
• Total revenue rises while blended CAC holds steady

Then the business is strengthening.

Customers don’t move in straight lines. Exposure in one place often shows up as action somewhere else. The last click gets credit. The earlier influence often doesn’t.

So the real question is simple. During this scale window, did the company get bigger?

If revenue expands without destroying efficiency, the channel is contributing value beyond what its isolated dashboard suggests. You’re not just buying conversions. You’re expanding demand across the system.

Together with Motion

Creative Strategy is the last AI-proof edge.

Creative Strategy is not optional anymore. It is the leverage point in paid social, and the teams winning in 2026 already know it.

Most marketers are still guessing through creative, while performance gets harder and the bar keeps rising.

Motion’s Creative Strategy Bootcamp is a free, 8-week live program built to help you stop hoping and start building ads with intention.

No prerecorded lessons. No influencer fluff. Just hands-on training from active Creative Strategists working on brands like Calm, Harry's, Happy Mammoth, and more.

• You will spend 70% of the program doing the work: hooks, concepts, launches, reviews, iteration.
• You will move through Foundations → Sprints → Masters, so progress feels practical, not theoretical.
• You will get live classes, office hours, and a private community to sharpen your thinking weekly.

This is live every Tuesday at 1 PM EST, with recordings shared within 24 hours. Seats are limited, starts on March 17th. 

⚡ Why most testimonials sound nice but don’t convert

“Great support” and “Highly recommend” sound positive, but they don’t move someone from hesitation to action. Credibility is table stakes. Conversion needs proof.

Why this works: Strong testimonials don’t just praise; they resolve doubt. They show comparison, explain why alternatives were rejected, and quantify outcomes. When a testimonial says “we cut reporting time from 3 days to 6 hours,” it answers objections and demonstrates transformation. That turns social proof into decision fuel.

The real takeaway: You don’t get powerful testimonials by asking, “How was your experience?” Ask about hesitations, comparisons, and measurable results. Structure them around objections your buyer has. Good testimonials make you trustworthy. Great ones make you the obvious choice.

Together with Athyna

The AI Talent Bottleneck Ends Here

AI teams need PhD-level experts for post-training, evaluation, and reasoning data. But the U.S. pipeline can't keep up.

Meet Athyna Intelligence: a vetted Latin American PhD & Masters network for post-training, evaluation, and red-teaming.

Access vetted PhD experts, deep STEM knowledge, 40–60% savings, and U.S.-aligned collaboration.

🎥 Reel of the Day

What Works:

1. Thriller framing buys attention at scale - Kidnapping is a high-stakes hook. Your brain locks in because resolution is required. That narrative tension dramatically increases retention, which fuels algorithm distribution and gives the brand longer uninterrupted message delivery.

2. Comfort becomes the emotional hook, not horsepower - Notice how she doesn’t remember the trauma. She remembers the seat. The leather. The feeling. The sensory details. That’s sensory anchoring. Instead of rational selling, they’re building somatic memory. 

3. The twist reframes safety as quiet control - The police officer being the kidnapper flips the script. But strategically, it does something deeper. She never feels helpless. She understands the tech.  That subtly positions the car as a safe space, control hub, and tech-enabled protector, without ever mentioning safety ratings.

This reel works because it embeds product education inside cinematic tension and humor. It builds comfort, safety, and tech credibility without ever feeling like an ad.

Thanks for reading this edition! Keep pushing boundaries, testing ideas, and staying inspired. See you in the next edition with more ways to ignite your marketing success. 🥰