The DTC Insider - Weekly Newsletter - 30/08 - Issue #21

Welcome to this issue of The DTC Insider newsletter. 👋

We'll send you weekly emails, every Wednesday, trying our best to deliver great value to your inbox.

In this newsletter, you'll find:

💠 TikTok Search Ads Are Here!

💠 Don't Make This Mistake When Defining Your ICPs

💠 This DTC Brand Reopened and Prospered After Learning from Past Mistakes

TikTok Search Ads Are Here!

TikTok Search Ads are FINALLY here 🙌

This new feature on TikTok Ads Manager allows brands to display ads in TikTok search results.

How it works:

When the Search Ad Toggle is on, ads are automatically created using the advertiser's existing ad content.

And served against relevant user queries alongside organic search results, labeled as "Sponsored" content.

Why it's relevant for brands:

Users may search on TikTok to:

• Find new content

• Resurface older content

• Or look for the latest hot trending items or ideas

The Search Ads Toggle provides advertisers with a new way to assist and enhance this user journey.

Got it...but I want results:

According to TikTok, this will also drive results.

TikTok internal research shows that 70% of ad groups with the Search Ads Toggle "on" see more efficient performance when compared to not, as a result of more efficient conversions coming from search ads.

Will you test it in your campaigns?

Don't Make This Mistake When Defining Your ICPs

The other day I jumped on a consultation call, and I got this answer, AGAIN 🤦‍♂️

My question was: "What's your ideal customer profile?"

Their answer: "Men between 20 and 35 years old."

In case you don't know, this is NOT a proper definition of your ICP.

Why? It's just too generic.

Let's see how to properly do it:

Btw, at the end of this section, I'll leave the worksheet we use at my agency for this, so you can make a copy and do it for your brand.

Now, let's get started.

When defining an ICP, we should include the following information:

👉 What: simple description of the product.

👉 Who: a view of who your target customers are.

👉 Description: a brief description including demographic information (ie. age, gender, socioeconomic level, job industry/title).

👉 Emotional Benefits: a list of benefits that cannot be measured (think emotional feel, play on ego, state change, pains, and solutions).

👉 Tangible Benefits: a list of measurable benefits (ie. shipping time, product feel, fit, comfort, money back, etc.).

👉 Objections: as many objections and reasons not to buy as you can list.

How many ICPs should you have?

As you can imagine, it depends.

But I'll tell you this, try to start with up to 3 or 5.

Why?

Ideally, you'll invest in marketing efforts to deliver a relevant message to

each ICP.

So, if you define 100 ICPs, you'd ideally need to create content (ie. email, ads, posts, videos) for each of them.

As promised, here's the link to the worksheet we use at my agency to create the ICPs for our clients.

If you have any questions, feel free to reply to this email and ask whatever you need.

This DTC Brand Reopened and Prospered After Learning from Past Mistakes

Have you ever reached a level of burnout to consider closing your business?

This founder talks about what led him to close his business.

And why he reopened it a few years later.

Stronger than ever. 💪

Seun Olubodun is the founder of Duke & Winston.

A company that’s building the only dedicated product, content & lifestyle brand dedicated to the iconic English Bulldog & bulldog lovers worldwide.

In this episode of The DTC Insider podcast, he will do a deep dive into his story, which is full of emotions and lessons learned.

Here's what we discussed:

👉 A Candid Journey Through Highs and Lows

👉 Entrepreneurship's Toll on Mental Health

👉 Reflecting on Common Entrepreneurial Struggles

👉 The Paradoxes of Leadership Traits

👉 Turbulence Between Successes and Failures

👉 Lessons from Seun's Path

🎧 Tune in to our latest episode: https://thedtcinsider.com/

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