Driven 9 figures in attributed Meta ads revenue for clients - Now building ecom brands in the PH - Also helping personal brands at PBHQ - DMs are open
DWY Personal Brand
Joined March 2016
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Mark William retweeted
Your welcome discount is probably the biggest discount you give.
It can cost more than your Black Friday sale, because it runs all year.
Say 2,000 new customers a month use a 15% welcome code on a $60 order. That's $18,000 a month in discounts, or $216,000 a year.
And @omnisend's 2026 report puts the welcome email click-to-conversion rate at 52.98%. That's a high-intent moment, so I'd want to know whether it really takes 15% off to win that order.
Test it. Omnisend can split your welcome automation in 2: half get 15% off, half get free shipping (or a gift with the first order). Then compare orders and margin per order.
If the 15% still wins, fine. At least you'll know it beats the alternative.
🤝 Paid partnership
If your product costs $85 and cheap knockoffs on Amazon sell for $25, do not hide from the price gap.
Address it directly on your landing page before the customer opens another browser tab to check.
Create a direct comparison section:
"Why does our product cost $85 while others charge $25?"
Spell out the exact differences:
- Medical-grade stainless steel vs hollow aluminum that bends under pressure.
- Third-party certified organic ingredients vs synthetic fillers.
- A two-year warranty vs zero customer support after 30 days.
And things that are scary af (but true) for the customer if they don't choose you specifically
When you justify your price with transparent engineering facts, you transform a potential objection into your strongest selling point.
Your welcome discount is probably the biggest discount you give.
It can cost more than your Black Friday sale, because it runs all year.
Say 2,000 new customers a month use a 15% welcome code on a $60 order. That's $18,000 a month in discounts, or $216,000 a year.
And @omnisend's 2026 report puts the welcome email click-to-conversion rate at 52.98%. That's a high-intent moment, so I'd want to know whether it really takes 15% off to win that order.
Test it. Omnisend can split your welcome automation in 2: half get 15% off, half get free shipping (or a gift with the first order). Then compare orders and margin per order.
If the 15% still wins, fine. At least you'll know it beats the alternative.
🤝 Paid partnership
Here's the link if you want to try it: your.omnisend.com/Mark
Use code MARK for 30% off your first 3 months (on a paid plan).
Mark William retweeted
Don’t just give AI your final draft.
Give it everything - the good and the bad.
When should you send paid traffic to a long-form advertorial instead of directly to a product page?
Here's a rule of thumb:
Direct to PDP:
- High existing problem awareness (and the customer knows exactly what the product is).
- Low price point (under $45 impulse buy).
- Visual proof is immediately obvious in the creative.
Advertorial Pre-sell:
- Low problem awareness (complex health supplements, novel gadgets, more premium items).
- Skeptical customer demographic that requires third-party editorial validation and scientific proof before buying.
Match your post-click destination to the cognitive resistance of your audience.
Most video editors view their craft through the lens of Adobe Premiere Pro:
Transitions.
Color grading.
Keyframe easing.
Sound effects.
Etc.
Those technical skills are useless if the editor doesn't understand why they do it... why someone would stop scrolling on their phone... why someone would keep watching their video.
Take time every week to train your creative editors on direct response fundamentals:
- Show them performance data so they see which hooks earned impressions and which bombed.
- Teach them the difference between an aesthetic b-roll cut and a visual pattern interrupt.
- Explain why captions must be large, high-contrast, and placed above the app interface buttons.
When your editors understand buyer psychology, the conversion rate of your creative pipeline jumps permanently.
Mark William retweeted
Throwing away a six-figure winning ad because it slowed down after three weeks is inefficient.
But most brands treat creative production like a casino
- Launch 100 ads
- Find 1 winner that scales hard
- Watch ROAS dip for 3 weeks
- Declare the ad "dead"
- Start the entire cycle over again.
That is an operational nightmare.
Stop throwing away your winning ads.
Treat them like modular assets and iterate.
Your best ad drops from a 2.8 ROAS to a 1.2 ROAS in three weeks.
Your media buyer panics:
"Creative fatigue! The ad is burned out!"
9 times out of 10, the ad is not fatigued at all.
Meta just saturated the narrow auction pocket it was showing that specific hook to at that bid.
Try this before killing it:
- Keep the exact same body copy and offer, but slap a new 3-second hook on the front to tap a fresh demographic.
- Match the hook angle on your landing page headline.
- Duplicate the winning post ID into an ad set (with a slightly higher bid)
Don't throw away a winning ad that made you six figures just because stopped performing in one ad set
Throwing away a six-figure winning ad because it slowed down after three weeks is inefficient.
But most brands treat creative production like a casino
- Launch 100 ads
- Find 1 winner that scales hard
- Watch ROAS dip for 3 weeks
- Declare the ad "dead"
- Start the entire cycle over again.
That is an operational nightmare.
Stop throwing away your winning ads.
Treat them like modular assets and iterate.
Your best ad drops from a 2.8 ROAS to a 1.2 ROAS in three weeks.
Your media buyer panics:
"Creative fatigue! The ad is burned out!"
9 times out of 10, the ad is not fatigued at all.
Meta just saturated the narrow auction pocket it was showing that specific hook to at that bid.
Try this before killing it:
- Keep the exact same body copy and offer, but slap a new 3-second hook on the front to tap a fresh demographic.
- Match the hook angle on your landing page headline.
- Duplicate the winning post ID into an ad set (with a slightly higher bid)
Don't throw away a winning ad that made you six figures just because stopped performing in one ad set
6 numbers I'd pull from any 7 figure email account before Black Friday.
You can pull them by hand, or connect @omnisend to Claude and just ask 🧵
🤝 Paid partnership
You can pull all 6 by hand in an afternoon. Or connect @omnisend to Claude and ask, and most of them come straight back from your own data.
Here's the link if you want to try it: your.omnisend.com/Mark
Use code MARK for 30% off your first 3 months (on a paid plan).
Your best ad drops from a 2.8 ROAS to a 1.2 ROAS in three weeks.
Your media buyer panics:
"Creative fatigue! The ad is burned out!"
9 times out of 10, the ad is not fatigued at all.
Meta just saturated the narrow auction pocket it was showing that specific hook to at that bid.
Try this before killing it:
- Keep the exact same body copy and offer, but slap a new 3-second hook on the front to tap a fresh demographic.
- Match the hook angle on your landing page headline.
- Duplicate the winning post ID into an ad set (with a slightly higher bid)
Don't throw away a winning ad that made you six figures just because stopped performing in one ad set