Your Data Is Hiding Copy

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😲Your Data Is Hiding Copy

We all look for new creative ideas in the wrong place.

We brainstorm every possible part of a creative. Meanwhile, the most accurate explanation of why the product works is already sitting inside the business, untouched, because it doesn’t look like “marketing.”

Repeat customers are not just a revenue outcome. They’re a dataset.

When someone places ten, fifteen, or twenty orders without being nudged, they’ve already answered the hardest marketing question there is: why this over everything else. That answer is more precise than any positioning doc because it’s rooted in behavior, not opinion.

The failure mode is structural. Retention data lives with ops, CX, or lifecycle teams. Creative strategy lives somewhere else. So repeat behavior gets reported upward as LTV charts instead of translated sideways into messaging.

That’s a missed opportunity.

A customer who keeps coming back isn’t repeating because of a discount or a campaign. They’ve resolved uncertainty. They’ve formed a habit. They’ve decided the product fits into their life in a specific way. 

Those reasons are rarely obvious from dashboards, but they surface immediately when you ask the right questions.

This is why direct conversations matter. Not surveys. Not NPS scores. Actual dialogue. When you hear a customer explain what made them reorder the third time, or what product they always reach for first, you’re listening to demand formation in real time.

The strategic move is not turning those conversations into testimonials. It’s turning them into inputs.

High-frequency buyers tell you which benefits actually compound. They reveal which features become irrelevant after the first purchase. 

They expose the difference between what convinced them initially and what keeps them loyal now. That distinction is where most ad accounts fall apart.

When creative reflects acquisition logic but ignores retention logic, performance decays. Ads keep selling the first-order promise, while the real value lives somewhere else. That gap gets expensive as scale increases.

Practically, this means building a feedback loop. Identify customers with repeat velocity. Talk to them regularly. Capture their language verbatim. Then pressure-test that language across ads, landing pages, and emails. Not as social proof, but as positioning.

The advantage here is leverage. One clear retention insight can outperform dozens of speculative hooks because it’s already been validated by behavior.

If growth feels noisy, it’s often because creative is being invented instead of discovered.

The fastest path to better ads is not more ideas. It’s listening to the customers who already decided you were worth coming back to.

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⚡ What “Broad Targeting” Actually Means on Meta

Broad targeting is not a hack, it’s a trade. Instead of telling Meta who to target, you’re letting the creative do the targeting. Andromeda reads your ads like signals, then matches those signals to people who behave like they’ll respond. That’s why broad only works when your creative concepts are genuinely different.

Why it works - 

Different creatives attract different audiences. A problem-solution ad pulls in one segment, testimonials pull another, founder stories hit a different buyer type, and demos catch high-intent shoppers. When the creative mix is diverse, Meta has more “entry points” to match across the market. 

The real takeaway - Broad targeting doesn’t replace targeting, it moves it. Your targeting strategy is now your creative portfolio. If your ads all look like the same concept, Meta will keep finding the same people. If your concepts are truly different, your audience expands automatically.

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🎥 Reel of the Day

What Works:

1. The hook is a flex, but it feels like a joke - “Brand so new you know all your customers by their first names” is humblebrag energy wrapped in humor. That line triggers comments from founders and shoppers, because everyone has an opinion on new brands.

2. The top-down street shot is pure pattern interrupt and instant legitimacy - That overhead angle makes it feel like a real moment, not content produced for Instagram. It reads like a security cam meets a film, which makes people trust it more.

3. The casting is the niche signal  - Mixing different people makes the brand feel like it belongs to a scene, not a single archetype. The older lady walking out in full style is the mic drop, because it breaks expectations and makes the brand feel universally wearable. 

This reel works because it sells the community first and the product second. The hook sets the premise, the overhead shot validates demand, the close ups create emotional proof, and the “NEVER HAPPY?” end card turns curiosity into brand recall without 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. 🥰