Hey friend!

It's been a mad one over here.

Tony here, and I just got back from the biggest marketing event of the year in San Diego, and my notebook is absolutely BURSTING with insights I couldn't wait to share with you.

I've spent three days locked in rooms with the brightest minds in marketing (people who work with Tony Robbins, Russell Brunson, and other heavy hitters), and I've distilled everything down to the 5 most actionable takeaways.

Here's what we're diving into this week:

🧠 Game-Changers: 5 marketing shifts that are quietly transforming how the top brands are acquiring customers in 2025.

📈 What's Working Now: A breakdown of offers, creative approaches, and strategies that are moving the needle right now.

⚡ Tactical Takeaways: What you can apply to your own brand THIS WEEK.

Let's get into it.

🧠 Low-Dollar Offers Are Making a Comeback (With a Twist)

Remember when everyone said free lead magnets were the only way to build your list? The game has changed.

One of the biggest bombshells dropped at the event: low-dollar offers ($10-$27) are crushing it right now. Why? Because they not only qualify leads better than freebies but also give platforms like Meta the conversion signals they crave.

I discovered a men's beard product brand that's absolutely killing it with a simple strategy: 24 different product samples for just $10. This breaks even on the front end, but they upsell full-sized products right in the cart and through follow-up emails.

Their customer acquisition cost? Effectively zero.

Quick win: What small, tangible sample of your product or service could you offer for under $30 that delivers immediate value? Build this out this week and test against your current lead acquisition.

📊 The Video Formula That's Converting Like Crazy

After analyzing thousands of top-performing ads, one of the presenters (who creates campaigns for Mike Tyson and Russell Brunson) revealed the video formula that's working across every industry right now:

1. Open with your product

2. Overlay the key pain points

3. Create a split-screen showing the "before" state (problems) vs. "after" state (solution)

This formula works because it visually demonstrates transformation. For ecomemrce brands, show Day 1 vs. Day 30 results.

Multiple brands have seen this simple creative shift drop CPAs by 22-35%.

Quick win: Reshoot your primary video ad using this formula this week. Keep it under 60 seconds and test it ASAP.

🎯 Avatar-Specific Pages That "Scream" to Your Ideal Client

Generic landing pages are dead. Meta is now sophisticated enough to pull targeting information directly from your images and copy.

The most successful campaigns use pages that visually and verbally "scream" to specific avatars. One pet supplement brand specifically calls out "older dogs that struggle with mobility" in the first three seconds of their ad—instantly qualifying their ideal customer.

This personalization strategy is driving conversion rates up to 2.8% globally for brands that implement it correctly.

Quick win: Create separate landing pages for your top 2-3 customer personas with images that visually represent them and copy that specifically names their challenges in the first sentence. Think about doing this with ads too with specific visuals showing this.

🤖 AI-Powered Copywriting That Doesn't Sound Like AI

The days of generic AI prompts are over. One speaker revealed a system that's revolutionizing how we use AI for marketing by using the C.L.E.A.R. Copywriting method:

• Curiosity hook

• Lead people in

• Emotion

• Analyze

• React

The game-changer wasn't just the framework, but the approach to AI. Instead of generic prompts, he uploads data sets of top-performing emails and posts from industry leaders, then has Claude analyze the copywriting style to mimic it for specific topics.

The results? Copy so good that even professional writers can't tell it's AI-assisted.

Quick win: Create a folder in Google Drive where you save screenshots of your top-performing competitor emails and ads. Upload them to Claude weekly to analyze the style before writing your own.

💡 "Save the Best for First"

One of the most profound insights came from a speaker who built an 8-figure personal brand company: "Save the best for first."

In a world where everyone's hiding their best content behind paywalls and lead forms, the brands breaking through are doing the opposite—giving away their most valuable insights upfront.

Why? Because people don't pay for information anymore (it's everywhere). They pay for organization and application. When you demonstrate expertise freely, you build the trust needed to sell your system for implementation.

This strategy is how one agency went from struggling to landing 8-figure clients consistently, but think about how can you do this for your brand? Can you make an info product or educational download and lean into this?

Quick win: Take your best gated content piece and publish it openly. Then, promote a paid "implementation system" that helps people actually execute on those insights.

🚀 What's Next?

We're already helping our clients implement these strategies, and the early results are promising. Over the next few weeks, I'll be diving deeper into each of these approaches with concrete examples and templates.

🧠 Takeaway for You

No matter what niche you're in—apparel, supplements, home goods, or dog treats—most brands are sitting on untapped growth because of:

• Narrow positioning

• Weak creative variety

• Outdated acquisition strategies

If your growth has stalled, the answer probably isn't more budget, it's better strategy, sharper creative, and research-backed decisions.

If you want help unlocking that growth, Let's Talk.