Client work
Every number on this page came from the same process. Find the real problem first. Build the creative strategy. Then write every word. Not the other way around.
Real funnels. Real brands.
Results that came from the right strategy before the right copy.
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CASE STUDIES
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DTC Beverage · Creative Strategy and UGC Script
1.4M views. $250K in sales.
From a single 20-second script.
A DTC coffee alternative brand running paid creative on TikTok and Instagram Reels. The category was crowded. Every competitor was running the same feature-led creative. The brief was for a UGC script. What it actually needed was a complete creative strategy rethink before a word of script was written.
"That coffee script did 1.4 million views and we got 8,900 orders. $250k in sales from a 20 second video. Honestly the best ROI we have gotten from any marketing."
Elise · DTC beverage brand
The real problem
Every competitor was running the same creative. That was the opening.
The ad library told the whole story. Five major competitors all running feature-led messaging. Adaptogens, L-theanine, organic matcha. Technical language that means nothing to someone scrolling at 7am. All using polished studio production that triggered ad detection in the target demographic. The gap was not in the product. It was in the creative thinking. Nobody had found the psychological angle that would actually stop a coffee drinker mid-scroll.
The strategy
Upgrade framing, not replacement framing. One insight built from research.
Deep research across Reddit, Amazon reviews, and TikTok comments revealed the central insight. The target buyer does not hate coffee. She hates what coffee does to her by 3pm. Every competitor was positioning as a coffee replacement which triggers loss aversion in people who love coffee. The script repositioned it as a coffee upgrade. Same ritual. Different outcome. Same product. Completely different psychological frame. The hook qualified the right audience before the algorithm did. The creative had to feel like something a friend posted, not something a brand produced.
The result
1.4M views. 8,900 orders. $250K. One script.
The 20-second UGC script generated 1.4M views, 8,900 orders, and $250K in revenue. The high completion rate drove algorithmic distribution beyond paid reach. Price transparency inside the ad pre-qualified buyers so the landing page could focus on deepening desire rather than handling price objections. Every metric traced back to a specific creative decision made before the script was written. The client called it the best ROI from any marketing they had ever run.
1.4M
Total views
8,900+
Orders generated
$250K
Revenue in sales
DTC Functional Beverage · Full-Funnel Email Strategy and Copy
Cold subscriber to first purchase
in 7 days. Five emails. One belief arc.
A DTC adaptogen morning powder brand needed a welcome sequence that converted cold subscribers who had already tried the category and come back to coffee. Not benefit claims. Not discount-triggered conversion. A complete belief-shift arc built from competitive research and audience psychology, engineered email by email across 7 days.
"Cold subscribers arrived skeptical from a prior category failure. They left with the cortisol-caffeine cycle mapped, the ingredients explained, the experience demystified, and a 60-day guarantee that removed the last remaining objection. The sequence does not push. It earns."
DTC functional beverage client · Klaviyo welcome sequence
The real problem
Every competitor skipped mechanism education. That was the gap nobody had found.
Competitive analysis of Ryze, Four Sigmatic, and MudWtr confirmed the universal gap. None of them explained why the 2pm crash happens physiologically. None explained why adaptogens take weeks not days. None explained the HPA axis recalibration timeline. Customers were buying on social proof and cancelling at week two because they felt nothing and had no reason to stay through the recalibration period. The sequence was built to solve retention before the purchase was made, not after it.
The strategy
A Diagnosis, Mechanism, Solution, Proof, Offer arc. Five emails. Seven days. One compounding belief shift.
The sequence mapped five specific belief states the subscriber held at email one and engineered the exact shift needed at each stage before asking for the sale. Email one introduced the broken fuel cycle. Email two mapped the cortisol-caffeine mechanism with clinical precision. Email three introduced the product as a mechanism-based solution with each ingredient connected directly to the biology from email two. Email four set honest week-by-week expectations. Email five made the full ask with a 60-day guarantee built around the actual mechanism timeline, not a number that sounds good.
The result
Cold to purchased in 7 days. 91% retention by month three.
The sequence converted cold subscribers in 7 days without a single discount. 84% of first-month subscribers renewed at month two. By month three that number was 91%. The retention was built before the purchase was made because the subscriber understood the mechanism timeline before they paid. The sequence did what no competitor in the category was doing. Explain the mechanism before making the ask.
7
Days cold subscriber to first purchase
84%
Month one to month two renewal rate
91%
Retention rate by month three
DTC Skincare · Creative Strategy and Paid Ads
The hook that stopped people
exactly as predicted.
A DTC skincare brand running ads with clicks but no conversions. The creative was running. The budget was spending. The sales were not matching. The brief said fix the ads. The audience research said the problem was the angle, not the execution.
"3.2% conversion, $42 cost per acquisition, 4.8x ROAS. 2,800 bottles sold in 60 days from one ad and the anti-aging hook stopped people exactly like you said it would. Appreciate you man, this was huge."
Inaya · DTC skincare client
The real problem
The ad was not the issue. The angle was.
The existing creative was speaking to what the product did. The audience research showed something different. The women buying anti-aging skincare were not motivated by features. They were motivated by a very specific fear about how they were perceived. Nobody had tapped into that angle. The ads were talking past the real emotional driver entirely.
The strategy
One insight. One hook. Built from the research up.
Deep audience research identified the anti-aging hook that matched exactly what the target customer was quietly afraid of. The ad was written around that specific emotional truth. Not the product. Not the ingredients. The feeling that made them stop scrolling. The funnel architecture was rebuilt so the landing page delivered exactly what the ad promised. Message match across every stage, not just a better headline.
The result
4.8x ROAS. 2,800 orders. 60 days.
The campaign ran to 4.8x ROAS with a $42 cost per acquisition and 2,800 orders in 60 days. The client confirmed the anti-aging hook stopped people exactly as the research predicted it would. The work was not in the writing. It was in finding the right thing to write about first.
4.8x
ROAS
2,800
Orders in 60 days
3.2%
Conversion rate
DTC Apparel · Creative Strategy and Sales Page Copy
A $58 t-shirt sold as a closet decision,
not a clothing purchase.
A DTC merino apparel brand needed a product sales page for a $58 t-shirt in a market full of spec sheets and lifestyle lookbooks. The real problem was not the price. It was that nobody had positioned the product around the emotional experience of owning a chaotic closet before offering the solution.
"Skeptical about a $58 t-shirt. I have now had mine for 8 months, worn it probably 80 times, and it looks exactly like it did when I bought it. My $20 cotton tees from the same period are in the donate pile."
Chris M. · DTC apparel customer
The real problem
Tech brands write spec sheets. Lifestyle brands write lookbooks. Neither converts a skeptic.
Competitive research across Wool and Prince, Unbound Merino, Outlier, and Everlane confirmed the gap. Tech brands led with 17.5 micron fiber specs. Lifestyle brands led with editorial photography. Neither started with the emotional experience of the man who already owns 30 t-shirts and wears the same 3. The research identified three specific frustrations across Reddit and review platforms: context switching, wash-and-shrink degradation, and the travel smell problem nobody talks about. All three pointed to the same root cause. Cotton is the wrong fabric.
The strategy
Cotton is the villain. Not a competitor. A vertical reframe that changed everything.
The page never positioned the product against another brand. It positioned merino against cotton as a material upgrade, not a brand comparison. That shift moved the buyer from evaluating brands horizontally to evaluating materials vertically. A paradigm decision is easier to make than a brand comparison. Every technical spec was translated into a lived scenario. The cost-per-wear math was done for the buyer inside the page. The guarantee embedded social proof inside the risk reversal so both worked together instead of separately.
The result
$58 felt like a closet investment. Not a clothing purchase.
The page converted a premium-priced product against a market full of cheaper alternatives by reframing the entire buying decision. Buyers were not choosing between this shirt and a $20 cotton tee. They were choosing between cotton as a system and merino as an upgrade. The behavioral recognition in the opening — you own 30 t-shirts and wear the same 3 — created the emotional opening that no feature headline could achieve. The page made the reader laugh before it made him buy.
$0.29
Cost-per-wear argument that neutralised the price objection
200+
Wash cycles used as the core durability proof
5
Contexts shown. One shirt that covers all of them.
E-commerce · Post-Purchase Email Strategy and Copy
From 11% repeat purchases
to a money printer.
An e-commerce brand with a solid product and a post-purchase email sequence that was technically running. 11% repeat purchase rate. 8% review rate. Numbers that looked acceptable until the right sequence showed what was actually possible from the same customer list.
"34% repeat purchase rate in 60 days. $180K repeat revenue over 6 months. 28% review rate. Our previous sequence was getting 11% repeat purchases and maybe 8% reviews if we were lucky. This thing is a money printer now."
William · E-commerce client
The real problem
The existing sequence was informing. Not moving.
The old emails confirmed orders, provided tracking, and asked for a review once. They were functional. But they were treating every email as a standalone transaction instead of as a stage in a relationship that needed to be built deliberately. The customer bought once and then went quiet. No belief architecture. No emotional journey. Just information delivery.
The STRATEGY
Five emails. Each one engineered to shift one specific belief.
The sequence was rebuilt around what a buyer needs to feel after a purchase to become a loyal customer. Confirmation they made the right decision. Competence in using the product. Trust in the brand. Social belonging. Each email shifted one of those beliefs specifically, building toward the review request and cross-sell from a position of earned trust, not assumed loyalty. The belief sequence drove the repeat purchase, not the discount.
The RESULT
$180K in repeat revenue from the same list.
Repeat purchase rate went from 11% to 34% in 60 days. Review rate went from 8% to 28%. $180K in repeat revenue over 6 months from a customer list that already existed. Nothing about the product changed. The belief sequence that followed the purchase did.
34%
Repeat purchase rate in 60 days
$180K
Repeat revenue over 6 months
28%
Review submission rate
SaaS Product · Landing Page Strategy and Copy
23% free trial conversion.
The media buyer had never seen it.
An e-commerce brand with a solid product and a post-purchase email sequence that was technically running. 11% repeat purchase rate. 8% review rate. Numbers that looked acceptable until the right sequence showed what was actually possible from the same customer list.
"He said he had never seen a SaaS product page convert that high from paid traffic. 23% free trial conversion. $42 per trial. 31% trial-to-paid."
SaaS client · Sales enablement product
The real problem
The conversion rate was decided before anyone landed on the page.
Traffic was coming from LinkedIn and Google ads. These were not cold visitors. They had already searched for a solution and clicked a specific value promise. They arrived problem-aware but not product-aware. The page had one job: confirm what the ad already promised. The existing page was re-educating people who had already decided they needed help. That was where the conversions were being lost.
THE STRATEGY
Message match across the full funnel. Nothing more.
The page was rebuilt around one principle. The ad says X. The page delivers X. Nothing else. No navigation to wander through. Three outcomes instead of fifteen features. One testimonial from a VP of Sales with a specific measurable result. One CTA with every fear addressed before anyone could think it. The audience's core belief — that more tools meant more complexity — was addressed directly in the subheadline.
THE RESULT
23% from paid traffic. Media buyer confirmed it.
23% free trial conversion rate. $42 per trial signup. 31% trial to paid conversion. The media buyer said he had never seen a SaaS product page hit those numbers from paid traffic. The page did not convert because it had more on it. It converted because it had exactly the right things and nothing more.
23%
Free trial conversion rate
$42
Cost per trial signup
31%
Trial to paid conversion
Online Education · Full-Funnel Strategy and Launch Copy
$340K in the first window.
412 students. One system.
A course creator with an existing audience and a proven product needed a launch. The brief was for a sales page. The strategy expanded that into a complete launch system where the sales page, email sequence, and ads were built together as one narrative from the first impression to the checkout.
"$340K and 412 students in the first window. The sales page, emails, and ads all felt like one conversation from start to finish."
Course creator · Digital marketing education
The real problem
A sales page alone is not a launch.
The original brief was a sales page. But a sales page without the right traffic arriving in the right state of mind is just words on a screen. The audience needed to arrive at the sales page already believing the course could work for them. That belief had to be built before they ever clicked through. The ads and emails were the belief-building infrastructure. The sales page was where the decision happened.
The STRATEGY
One narrative thread from first ad to checkout.
The launch was built as a single connected system. The ads identified the audience and set the right expectation. The email sequence built the belief arc over time, moving readers from aware to interested to convinced before the sales page opened. The sales page then delivered on exactly what every touchpoint before it had promised. Each piece set up the next. Nothing contradicted anything else.
The RESULT
$340K. 412 students. First launch window.
$340K in revenue and 412 students enrolled in the first launch window. 8.2% sales page conversion rate. The numbers came from the system, not from any individual piece. A sales page written in isolation would not have produced these results. The belief sequence that arrived before it made the difference.
$340K+
Revenue in first launch window
412
Students enrolled
8.2%
Sales page conversion rate
Public analysis
Liquid Death
$263M funnel dissection
Multi-platform strategy, premium positioning, dual revenue streams, and the product naming psychology that built a $263M water brand from scratch.
Key insight: The brand did not sell water. It sold identity rejection of corporate wellness culture.
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Funnel breakdowns I have published.
Polene Paris
Luxury conversion gap analysis
World-class ad creative meeting a missed conversion opportunity. How one landing page change could have added 40% more revenue to an already winning campaign. The gap was in the handoff between ad and page.
Key insight: The ad created desire. The landing page reset it. Message match failure at the most expensive moment.
Grammarly
SaaS product funnel analysis
Breaking down how Grammarly converts free users to paid at scale and what every SaaS product can take from how they sequence beliefs across every touchpoint in their free-to-paid funnel.
Key insight: They do not sell a writing tool. They sell the professional identity of someone who communicates with precision.
Public dissections of how the most effective DTC brands and SaaS products build their funnels. Published to show how I think, not just what I deliver.
Ready to build
Your funnel results start with finding what is actually wrong.
Every case study on this page began with the same conversation. A real look at what was happening in the funnel before anything got written. That is where every engagement starts.