Liam Moroney

Simple ≠ Easy This is the one thing I’m realizing after talking to multiple DTC experts over the last few weeks. The fundamental problems most businesses face already count on answers.  And they’re usually very simple. Q: How can my brand stand out from the crowd?  → Be authentic. Q: How do I know what my customers need? → Talk to them! And so on…. Except these aren’t always easy. The question of figuring out your brand voice especially, such that it’s authentic AND unique AND it resonates with your customers? I got to chat with Jameela G. to try to answer that question. We discussed the ‘simple’ answers.  Along with frameworks and tactics so it's also a bit easy for you to do it. The full episode releases in just few days – yay! ps.: get ready for some good vibes! One can't just spend a whole hour with Jameela without feeling optimistic about life 🍀 #marketingpodcast #dtcmarketing

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I’d be curious to see a breakdown of what percentage of holiday DTC revenue comes from what percentage of brands. Would it be 80% from 20% of brands? If you’re one of the 80%, it’s still so hard to find traction and build momentum—and so costly. How can we better serve the 80% of entrepreneurs who are bootstrapping their businesses?

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I'll make it ridiculously simple — here's everything we do to grow 8+ figure ecommerce brands at Kynship, in order, in a way anybody can understand: ➝ Account audit: measure current performance and creative strategy ➝ Financial clarity: understand your unit economics per product SKU/offer ➝ Financial forecasting: use your data to set realistic account targets ➝ Creative planning: UGC, CGC, seeding, branded assets to hit those targets ➝ Paid media planning: using established targets + cost controls ➝ Running campaigns: based on contribution margin and SKU/offer ➝ Creative reporting: analyze the performance of different creative assets ➝ Performance reporting: compare actual results vs. forecast, highlight iterations ➝ Optimization: refresh creative, adjust cost controls, and iterate based on performance ➝ Grow and scale: increase spend on top performers, adapt creative This isn't the end-all, be-all, or "right" way to run an agency — but if you're not getting most of this, your performance marketing isn't all it could be.

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As a brand owner, you know you are in deep trouble if your target consumers no longer want to buy your product or approve of how you run the company. Continuing with the same leadership team, the same product and the same comms is not the solution. Sadly, politicians seem to ignore it when they find themselves in similar circumstances. They double down on comms instead of listening and then fixing the problem. And yet, what they are responsible for is so much more important than any brand.

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Packaging inserts gave my brand a 200% increase in UGC with $10 spent—a high-leverage, low-cost tactic you’re likely overlooking. For startup brands, especially in the CPG space, packaging inserts can be a game-changer. They’re simple, personal, and underutilized—yet they have the power to make your customers feel genuinely valued. Here’s why they matter: Builds Loyalty: A handwritten thank-you note, a small gift, or even a product sample can go a long way in making a customer feel special. It’s that personal touch that most big brands overlook—and it’s one of the easiest ways to create a lasting impression. Cross-Selling Opportunities: Including product samples or discount offers inside your package isn’t just about customer appreciation; it’s about showing them what else you offer. You’ve already earned their trust, now is the perfect time to introduce them to your other products. Cost-Effective: Inserts are incredibly low-cost but can yield high returns. The best part? You’re already shipping the package, so why not take advantage of that opportunity to deliver a targeted message directly into your customer’s hands? Whether it’s a thank-you note, a discount card, or a small sample, these little details exceed customer expectations and strengthen the relationship between your brand and the people who support it. If you’re not already doing this, you’re missing out on one of the easiest ways to turn one-time buyers into loyal customers.

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Stop hitting up brands who are your "dream partner" 💭 And start hitting up brands using... ✨ Intent ✨ Intent determines two extremely important buying signals: 🛍 Need ⏰ Timing Everyone wants more brand deals, but blasting your roster to extremely popular brands rarely converts. So what's the best process for figuring out the "right" brand partners? Target brands who've recently... 💰 raised capital 🚀 launched a new product 🤝 partnered with similar creators 📢 expanded into new markets or regions ↗ increased spend on a specific platform 👩‍💻 hired additional influencer marketing roles Cold outreach shouldn't be wishful thinking — it's about observing buying signals to target the "right" brands 🚨

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Which DTC brand do you turn to for ad inspiration?

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DTC Brand founders, here's a hot take for you: Your “all-hands-on-deck” mentality is holding your brand back. Honestly, if you're still trying to lead your team the same way you did when your brand was a scrappy startup--that’s the real problem. Here's the deal: As your brand scales, your leadership style needs to evolve too. It’s not about abandoning the hustle—it’s about refining it. The shift needs to move from constant firefighting to: ↳Building strategy ↳Empowering your team ↳ Creating a vision that drives sustainable growth Solid, effective leadership is the foundation of both morale and productivity. When you invest in your own growth, you inspire your team to do the same, building a culture of continuous improvement. Your leadership growth = Your business growth. -- Hi, I'm Jon Blair founder of the DTC Finance and Accounting firm Free to Grow CFO. Want more tips on growing a profit-focused DTC brand? Give me a follow. Want to learn more about how Free to Grow's Accountants and CFO's can help you increase profit and cash flow as you scale? Shoot me a DM. Until next time, scale on! 

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Are you an 8-figure DTC brand founder who still has a tax accountant running the company books? If so, why are the books closed so slowly and why does it feel like the numbers are always off? There are two main reasons from my perspective. 1. They don't understand eCommerce. 2. They are tax accounting experts, not eCommerce consumer brand financial accounting experts So why do these two factors keep producing untimely, seemingly inaccurate books each month? 1. They don't understand eCommerce - By virtue of not being an eComm accounting expert, they're inefficient at eComm-specific month-end close activities like reconciling Shopify and Amazon Seller Central accounts. This inefficiency can make it hard to close the books in a timely manner. Additionally, not understanding how to record and reconcile eComm-specific transactions, they often make mistakes and your financials turn out inaccurate. 2. They are tax accountants - Every year CPAs get busy with taxes around filing deadlines. During these period closing your books gets pushed to the back burner, meaning you have to wait weeks to understand your brand's performance, and essentially rendering your financials useless. Additionally, as tax accounting experts, your CPA will probably prepare your books in accordance with tax accounting best practices, not financial accounting best practices for an Ecom consumer goods brand. This means issues with COGS, margin, and inventory accounting accuracy. The result? You're making management decisions off financials optimized for tax treatment, not management analysis. The solution? Consider an eCommerce focused outsourced finance and bookkeeping firm like Free to Grow CFO. We only work with growing eCommerce brands, so we are experts at preparing accurate financials that are useful for management decision-making. Wait - it gets even better? We close all our clients' books by the 15th of the month, EVERY MONTH, no matter what tax filing deadlines are happening at the same time.

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Thinking of taking on debt for your unprofitable DTC brand? Think again. Here's the thing, there's a ton of nuance to consider when addressing this question, but there is one thing you should always remember: All debt must eventually be repaid—with profit. If you don’t have the profit to cover it, that means paying it back with equity dollars. And if you’re raising equity to pay off debt, you're getting hit twice: 1. Once for the cost of debt (interest)... 2. And once for the cost of raising equity (getting your ownership diluted)... So, the real question is—should you just raise equity instead of taking on debt in the first place? -- Did you find this post helpful? If so, consider resharing it and giving me Jon Blair a follow.

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If you read (or listen) one book on positioning, make it April Dunford’s Obviously Awesome. I’m late to the April Dunford fan club, but I’m here now thanks to the recommendations from so many other #productmarketers. I’ve positioned 20+ products and this book felt like it created a framework of what’s inside of my head and added a lot of credible reasoning and experience for reference. It’s short (only 3.5 hours to listen to) and so worth it. And not just for marketers, but for anyone looking to uniquely position their product or services. ⭐️⭐️⭐️⭐️⭐️ 5/5 #bookreview #positioning #productmarketing #saas

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How can you create a category leading brand that people care about? Jason Shafton explains how he works with clients to become leading brands on today's episode of the Remarkable Marketing Podcast

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What if you could add $3M at 80% margin to your eCommerce business without having to sell a single additional product? Here is how the team at Homelife Media figured this margin innovation playbook...

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Companies waste billions of dollars every year bidding on their own brand keywords on Google. This is a very misguided approach. If someone knows to look for your brand by name, then they will come to your site and will search you out. However, many argue that they bid so competition does not bid on their brand name. Guess what, if your competition does that, you have a way of disputing with Google to take those down (have filed such disputes many times). Also, as research by Northeastern University professor Christo Wilson shows, the efficacy of that approach is non-existent. Check out the article in Northeastern Global News. There is also the unjustified fear by some marketers and companies that if they do not bid on their brand, their website will not show up in rankings. Ultimately, to retain its dominance, Google is dedicated to serving up the most relevant content, so focus on improving your website, both its content and the back-end. Net-net, you can save a lot of money and redirect those funds to higher ROI activities. #MarketingEffectiveness #MarketingLeadership #SEO So, revise you bidding strategy, and reinvest those dollars elesewhere. https://lnkd.in/e5XZ_e2V

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Etsy's new brand mission: Handmade, not AI-made. The ecommerce platform is repositioning itself as a haven for unique, human-crafted goods in an increasingly AI-generated world. Amid the rise of AI products on Amazon and beyond, Etsy aims to highlight its artisanal, hand-touched wares through a new brand campaign. I applaud Etsy for carving out an ethical niche centered on human creativity. In a sea of soulless, mass-produced AI goods, Etsy's human touch could be a major differentiator that resonates with shoppers. What are your thoughts on Etsy's move? Let me know in the comments! Source: https://lnkd.in/gm3xqXQJ ___ I'm Lawrence Lo and I help #DTC & #ecommerce brands grow! Visit my website to learn more. Like + Follow + 🔔 for daily marketing news.

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Granular data becomes a huge lever at scale. As you scale your brand you need to lean on it more - for example, not every product produces the same outcome for your brand. This is obvious on a first order basis (AOV), but also needs to be reviewed on a 6-12 month window (LTV). We seen customers who buy certain products spend an average of 30% more over 12 months. Example: Those who bought a Product A first spent £90 over 1 year. vs Those who bought a Product B first spent £120 over 1 year. Data like this allows you to set per-product target CPAs (as well as overall targets) E.g. You can afford to spend £5 more to acquire a 'Product B Customer’ (As they’ll spend £30 more over their first year) These 1-5% improvements are huge when you’re playing with 7+ figures.

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