What's the best DTC marketing strategy on Meta when every competitor makes the same claims?

Liam Robinson, co-founder of Marlbank, says to stop arguing features and lead cold prospecting with your brand's growth story. On this episode of All Killer No Filler, he walks through how that switch got a supplement brand built by chemists scaling on Meta after months of feature-led ads went nowhere.

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Key takeaways:

- How to sell a product that's better than the competition when the reasons don't show up in an ad

- Why feature-led ads turn into a shouting match in cold Meta prospecting

- How to imply product quality through your brand's growth story instead of claiming it

- What to use when you don't have big numbers yet: a first farmers market, a first hire, a first customer

- How to build a then-and-now prospecting ad from your own camera roll

- How Marin Skincare and Vyper Industrial pair a product distinction with a founder story

- How to turn a Dragons' Den appearance into an ad, whether you got a deal or walked away without one

- Which brands this angle won't work for

About the guest:

Liam Robinson is co-founder of Marlbank, a Meta-only agency for early-growth ecommerce brands, built in partnership with Pilothouse. Before Marlbank, he was one of Pilothouse's first media buyers. Reach Liam at liam@marlbank.co or his co-founder Nate at nate@marlbank.co.

Stay connected:

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Want to be a guest? Email eric@directtoconsumer.co

Founder Story Ads: How DTC Brands Win on Meta Without an Obvious Product Edge

The DTC Podcast

Founder Story Ads: How DTC Brands Win on Meta Without an Obvious Product Edge