“It’s very easy to scrape an ad library, pull out concepts and then literally just duplicate the ad. That’s just a race to the bottom.”
How do you learn from other brands without copying them?
Matt Bertulli (Founder, Pela Case & Lomi) and Cody Plofker (Advisor & fmr. CEO, Jones Road Beauty) share their screens to walk through six consumables brands they’re learning from while building Winks. Each picked three, plus one bonus from outside DTC.
1. Nutrition Geeks: Single-ingredient
2. Norse Organics: Acne treatment
3. Elavate: UK collagen for women
4. MarsMen: Testosterone support
5. Spoiled Child: Oddity’s brand
6. Boostcous: Gluten-free couscous
(Bonus) Wispr Flow: AI voice app
Matt and Cody trace each brand’s ads, landers and offers, including why long pages still convert. Some brands force subscriptions, others offer a choice, and a few lead with one-time bundles. Meanwhile, Winks is testing a no-subscription bundle of its own.
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Aftersell
https://9ops.co/aftersell-operators
TBAR Partners
Richpanel
Motion
https://9ops.co/motion-runneth
Skio
https://9ops.co/skio-9operators
Omnisend
Chapters
00:00:00 Why Copying Ads Fails
00:03:46 Nutrition Geeks PDPs
00:10:15 No Forced Subscriptions
00:16:47 Norse Organics on Acne
00:22:50 Emotional Sandwich Lander
00:31:44 Why Long Landers Convert
00:33:26 Elavate’s Collagen Pages
00:41:35 MarsMen Cracks Formats
00:49:22 Labs & Amazon Screenshots
00:52:39 Spoiled Child’s Quizzes
00:57:02 Boostcous Needs Listicles
01:03:32 Bonus Wispr Flow (AI)
Can Cuts Survive Its Own Success? Steven Borrelli’s Plan to Win Again (Titans E027)
E190: Loyalty Alone Isn’t a Growth Plan: 5 Company Culture Rules for Founders
