Helping you be mindful in business and life. Sharing thoughts on the journey from nothing to everything.
Joined January 2023
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Mindful Exec retweeted
If you can't afford to test 20 videos, you can't afford paid ads yet.
A lot of new brands put $500 behind 2 videos, get nothing back and decide ads don't work for them.
But 2 videos was never a real test.
Finding a winner is a numbers game, and the first few you run are usually just teaching you what doesn't work.
You need enough videos to try different hooks, angles and creators, and enough spend on each one to actually read the results.
That's the real cost of starting paid ads.
The good news is the creative part doesn't have to be the expensive part anymore.
With creators on a % of ad spend, you can get 20+ videos without paying for any of them upfront.
So your budget goes into testing, which is where it should go.
If you can't cover that yet, put the money into organic and product until you can.
Mindful Exec retweeted
Question:
What type of structure, if you're brand new, right, you only have 2K a month for marketing, do you think Tribe would help generate more UGC content?
Or should they go for one piece of content that does really, really well?
My 2 cents:
You need to find the winning tagline first.
And you don't need to do that with UGC.
You can do that with static images, but you should leverage AI to come up with 10 or 20 or 50 completely different taglines and angles.
I'll give you an example.
We have a supplement brand that we work with and they're a brand new brand just out of the gate.
They're coming out spending more than $2K a month, but still not a ton of money.
They have tested 40 different angles. After about $3,000 in spend, almost every one of their purchases came from one angle or one tagline.
The conversion rate is significantly higher.
The click-through rate is significantly higher.
The CPMs are lower.
Like, this is the tagline that could potentially scale them to millions of dollars a year in revenue.
And so literally, like this morning, today, I was slacking with them.
They're now taking that tagline and they're going to creators, not on Tribe on a different platform, but they're going to creators and they're like, start every video with this concept, with this phrase.
Right, because they've tested this concept is what is speaking to their target audience.
Mindful Exec retweeted
This Legxercise ad has been running since July 2023. GetHookd still showed it active this week.
26 seconds, shot like a TV demo. The first frame is feet on the device. The first two words are the product name, then what it physically does: "moves your feet back and forth along its concave track, creating constant movement and flex at both the knee and ankle joints."
The claims about pain, restless legs and swelling come later, about 17 seconds in.
For a device, the opening shot can just be the device working.
Mindful Exec retweeted
Black Friday is a bad time to discover your email list has gone cold.
The campaigns before your biggest selling period should build engagement, not just fill the calendar. Give customers a relevant reason to open and buy before the main event.
@jimmykim @ecomchasedimond
Mindful Exec retweeted
It took me 12 years and over 15,000 sales calls to learn how to sell.
So I put everything I know about sales into a 6-week sprint:
(give this to your sales reps)
Inside this document is EVERYTHING I wish someone had handed me when I started selling.
I learned the slow way, through trial and error, and I built bad habits I had to unlearn later.
Most sales training won't shortcut that. It explains the concepts and never makes you drill the fundamentals, so you end up winging your calls.
This roadmap is built for new closers, and for founders who still take their own calls.
Inside:
1. The 12-part call flow to drill in weeks 1 and 2, until you can run it without notes
2. One question that stops your sales calls from turning into free consulting
3. How to ask for the budget like you're ordering a coffee (week 3)
4. What to say when they tell you "if the ROI is good, we'll invest more"
5. A one-page business case you build with the person who can't sign (week 4)
6. Barrier statements that make your best results believable (week 5)
7. A roleplay drill for spotting a prospect who's checking out (week 6)
Want it?
Details below:
Mindful Exec retweeted
"Our inbound is working, so we don't need outbound."
HeyReach could have said exactly that before they came to us:
• Bootstrapped GTM tool
• $17M in 3 years
• Already growing fast on inbound + their team's LinkedIn content
We added one channel on top:
Signal-based outbound.
Results in the first 3 months:
→ 341 opportunities
→ $470K in ARR closed
Strong inbound isn't a reason to delay setting up an outbound engine.
Set up properly, it can become your most effective channel for bringing in new business.
Full case study: workflows.io/customers/heyre…
Mindful Exec retweeted
LinkedIn reach is now officially in the gutter, so i've stopped caring how many organic impressions my posts get. here’s what i’m doing instead to book calls from content:
> i write for exactly the person i want to talk to
> then i use paid media to make sure the post gets in front of them
> they get to know, like and trust me over time.
> every post sends data back: engagement, impressions by company, likes and comments.
> i pull that data into my CRM and plug it into the rest of the sales motion.
here's the setup.
(1) upload the exact list of people you want to reach.
(2) turn off the things linkedin turns on for you:
• audience expansion: off
• linkedin audience network: off
• bidding: manual, about 20% under the recommended bid
(3) run the same loop every week:
• every post goes into the campaign
• the top performers stay on
• the bottom performers go off
one thing to do before a post becomes an ad: edit it and add a link at the bottom, because once the ad is made, you can't add the link anymore.
i haven't always done this myself because i'm not perfect, but it's my recommendation.
yes, there are plenty of other ad formats on linkedin.
but for the average company just getting started, engagement through thought leadership ads is the 80/20.
if you sell a real B2B product, your buyers are almost certainly on linkedin.
so why wouldn't you be doing this?
Mindful Exec retweeted
i have DELIBERATELY turned down multi-6-figures in revenue in 2026.
we could make an absolute fortune selling you:
• lists
• copy
• domains
• and a sequencer
all packaged into one bundle.
yet, we REFUSE to sell you any of it.
ONLY inboxes.
i see us as one small cog in a much bigger machine... i don't want to be a general of everything, i want to be an expert in one specific thing.
so here's what we deliberately don't do:
• we don't sell you domains. you buy and own those yourself.
• we don't write your copy.
• we don't build your lead lists.
• we don't put you on a sequencer we own.
all we do is build and manage inboxes that land in primary, and audit them for free the moment something drifts.
so why turn down all that easy extra revenue?
because the second we try to be good at five things, we get worse at the one thing you're paying us for, which is landing your emails where a human will read them.
the all-in-one companies that "handle everything" end up spread so thin that when your reply rate drops, nobody on their side can tell you why.
you become nothing more than a ticket in a queue.
i would rather be untouchable at one thing than mediocre at ten and charge you extra for the privilege.
so when a provider offers to do absolutely everything for you, ask yourself what they're getting worse at to sell you the bundle.
my 2-cents.
Mindful Exec retweeted
2 metrics you HAVE to review every week if you run ads:
(1) Qualified rate: how many of your booked calls were truly qualified.
(2) Offer rate: how many offers your reps made to people who showed up.
Book ALLL the calls you want.
If those two are trash = the quality isn't there
And you're just lighting spend on fire
Can’t overstate how important this is.
Mindful Exec retweeted
Our goal is to become the most advanced AI-native services company for our niche (GTM).
So, we moved our entire company brain to GitHub and wired 30+ tools through MCPs.
Any one of our 22 team members can now spin up a contextualized AI assistant in seconds.
The system has 5 layers:
1. Markdown company OS
↳ SOPs and campaign playbooks converted into .md files using research agents
↳ Most SOPs turned into agents that handle 70% of the task
↳ Output: 50+ actionable Claude skills
2. Context environment
↳ One Company OS GitHub repo propagated to every session
↳ Each client gets their own repo with Slack DMs, call transcripts, GDrive changes, and campaign data auto-synced through n8n
↳ Zero configuration needed per session
3. MCPs
↳ 30+ tools connected including InstantlyAI, HeyReach, Apollo, HubSpot, Slack, Notion, n8n, Supabase, Pinecone, Browserbase, Apify
↳ Less clicking more doing
4. Self-improvement engines
↳ Pinecone database stores 1000s of LinkedIn posts and outbound campaigns with performance metrics
↳ Copywriting skills query this data to find winning formats to reuse
↳ Human corrections get fed back in so the system gets sharper over time
5. Operating principles
↳ Every repo has a safeguard file that prevents certain operations
↳ 100% AI outputs are not acceptable, everyone owns their work and every mistake
↳ If something is broken, fix it via a PR instead of letting it slip.
Service as a software is here....
Mindful Exec retweeted
“AI can’t make a good landing page” is cope.
These 75 rules build PERFECT + high converting landing pages.
(and I'm giving the entire skill file away for free)
For a bit of context:
Most AI landing pages you see are recognizably sh*tty within an instant:
• White text sitting on a light background
• Pages that overflow the second they load on a phone
• CTA buttons that all point somewhere different
• Copy the AI "improved" but now performs worse
The slop comes from 2 things you hand the AI:
A) zero references
B) a one-line prompt
So it guesses your palette, your spacing and your buttons.
That said...
We just made our internal landing page skill PUBLIC.
Here's everything we put inside this one:
1. The 15-page reference library every build gets held to, so the AI stops inventing its own look
2. An inputs checklist (palette, CTA, VSL, proof assets, publish route) it needs before it starts
3. Our 21-step build order, from copy inventory to a verified public publish
4. Exact-copy rules, so every approved line ships 1:1 with nothing "improved"
5. Hard specs down to the pixel: 48px/32px headlines, 16px body text on desktop and mobile, 24px card padding, 600px-minimum CTA buttons
6. 8 pass/fail quality gates + 13 known failure modes with the fix for each
Want it?
• Comment "DESIGN"
• Follow me so I can DM you
And I'll send it straight over.
Mindful Exec retweeted
GPT-6 Astra SHOCKED me with it’s email marketing output.
I tested it on a bundle promo build, start to finish: (free guide)
It:
> designed the first draft
> rebuilt it at 600px in Figma
> generated a new header background around the real product photo
> then dropped it into Klaviyo as a drafted campaign.
And there couldn’t be a better time... Black Friday is a few weeks out, and November is the month your team needs the most emails out the door.
So I recorded the build as one video training: the GPT-6 Astra Email Build.
Inside:
• The 3 inputs I load before the first prompt, and why the brief is the only one that changes per email
• How to connect Klaviyo inside ChatGPT so it builds in your account, not in a doc you copy over
• The bundle promo build on screen, every instruction I gave it from first draft to drafted campaign
• My 3 checks before anything sends
• What computer use pulled out of the Klaviyo data browser, including an inactive segment it caught before we used it
Want it?
Details below:
Mindful Exec retweeted
COLD EMAIL ADVICE THAT KILLS YOUR CAMPAIGN:
1. stacking 3 or 4 intent signals = 50,000 leads shrink to a couple hundred
2. targeting every company that just raised = they're already buried in cold emails
3. a "3x return or you don't pay" guarantee = the 4th one they've seen this week
4. AI personalizing every line = the email stops resonating with humans
5. A/B testing "quick question" against "quick question for you" = you won't move your reply rate one bit
our best campaigns don't do a single one of these.
they run a really good offer at straight volume.
Mindful Exec retweeted
People ask me what they're actually risking by starting something on the side.
There's no guarantee it works, and you could be spending that time on something with steady, reliable income, like a job.
But if you already work a job, the time you put in outside of work isn't that big of a risk.
Your time only gets expensive once you're a successful business owner who could go consult for $300 or $500 an hour.
At that point, every hour you spend on a new idea has a real cost.
If you're working a regular job, you're risking some evenings and weekends.
For a lot of people, that's a risk worth taking.
Mindful Exec retweeted
STOP trying to condition your pixel on your dream client
You simply don't have the volume (or spend) for it.
To drag an ad set out of learning you need around 50 conversions a week.
And at $100 a day you're nowhere close if you only report back people doing $100k a month ONLY and getting that volume.
So the only thing I pixel condition around is the niche itself at low spends.
E.g.
If i’m an ecom email agency
When an e-com brand books a call → Use ONE qualifier at the top of the form:
“Are you an e-com brand owner?”
You don’t need some 11-question form that disqualifies four out of every five leads (that you spend money on btw)
Report them back EVEN IF their revenue is under your dream client.
Right now you need volume and conversions.
Later you can get more restrictive.
Mindful Exec retweeted
Your UGC videos don't need better transitions.
They need hooks that catch attention.
Show the problem.
Introduce the product.
Demonstrate how it helps.
Keep it natural.
The goal isn't to make people think your video looks good. It's to make them care about what happens next.
