Perpetual Traffic

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Beauty & Wellness Brands: How to Crush Your Creative with Lauren Schwartz
Ralph and Lauren P. sit down with Tier 11’s Creative Director, Lauren Schwartz—formerly of The Loft 325—to unpack what truly drives high-performing ad creative in the premium beauty and wellness space. Drawing from years of experience and countless tests across major ad platforms, Lauren reveals why most brands are getting creative wrong and how to shift from “pretty” to “profitable.” From bridging the communication gap with design teams to using data to override subjective bias, this episode delivers actionable strategies to help CMOs, creative directors, and brand owners finally align aesthetics with ROI. If you’re ready to stop wasting ad spend and start scaling smart, this episode is your new playbook.Chapters:00:00:00 - Kicking Things Off: Welcome to Perpetual Traffic00:00:43 - Why Creative Is the Secret Weapon in Modern Marketing00:02:21 - Meet Lauren Schwartz: The Creative Brain Behind the Conversions00:04:42 - Cracking the Code on Creative Teams (Without Losing Your Mind)00:08:26 - “I Just Don’t Like It”: Turning Vague Feedback into Winning Ads00:20:22 - Brand vs. Performance: Who Wins and Why It Matters00:24:22 - The Lip Gloss That Crushed It: How Raw Content Drives Real Sales00:29:19 - Luxe Meets Lo-Fi: Finding the Sweet Spot for Scalable Ads00:32:06 - How to Sell a Look (and Skyrocket Your AOV)00:35:35 - Smart Creative for Beauty Brands That Actually Moves Product00:38:04 - Stop Selling Products—Start Telling Stories That Convert00:45:30 - Wrapping Up: What’s Next in the Creative SeriesLINKS AND RESOURCES:ACTUAL Data Driven CreativeScale Your Beauty Brand Without Wasted SpendTier 11 on YouTubeLauren Schwartz on LinkedInGet Your nCAC Calculator Now!Tier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!Mentioned in this episode:AppSumo -...
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49:11
[Premium Beauty & Wellness Case Study] How We Increased New Customers 73% & Sales 57% in Q1 2025!
Ralph Burns unpacks a powerful case study from Tier 11’s vault that showcases how one beauty and wellness brand increased revenue by 57% and new customer acquisition by 73%—all without relying on TikTok or short-form content. Ralph dives into the exact creative strategies, ad structures, and conversion-optimized landing pages that drove the results, with an emphasis on the underutilized power of long-form video, Meta Ads, and segmentation by NAC and NAOV. If you're a DTC brand looking to scale profitably—especially in the beauty space—this episode is your blueprint.Chapters:00:00:00 - Ralph Kicks It Off: A Solo Session Worth Tuning Into00:00:37 - Inside the Case Study: Beauty Brand Transformation Begins00:01:06 - Numbers That Matter: 57% Sales Growth, 73% New Customers00:01:59 - Unlocking the Three Core Levers of Business Growth00:02:41 - New Customer Acquisition: Cracking the Code00:03:27 - Increasing Average Order Value (NAOV) with Smart Offers00:04:20 - Meet the Beauty Brand That’s Breaking the Mold00:05:03 - Why Data Visibility Changes Everything (NAC & NAOV Explained)00:06:19 - Real Shopify Results: 73% More New Customers00:07:12 - Understanding MER vs. NMER (And Why They Matter)00:08:05 - Why ROAS Isn’t the Whole Story Anymore00:09:00 - The 22% NAOV Boost—And How It Happened00:10:08 - What's Driving the AOV Increase? Spoiler: It's Not Luck00:11:26 - Meet the Machine: How the Conversion Engine Powers Profit00:13:27 - Creative That Converts: The Secret Sauce Behind the Ads00:17:50 - Paid Traffic Tactics That Actually Work00:18:47 - Retarget Like a Pro: Smarter Custom Audiences00:20:21 - Level Up Your Audience Strategy (No Gimmicks Needed)00:20:48 - Why We Shut Off Meta's Auto-Tweaks (And You Should Too)00:22:03 - Turning Organic Wins Into Paid Performance00:24:19 - YouTube on Deck: Multi-Platform Growth Moves00:27:08 - Lead Gen Isn’t Just for SaaS: Ecom Tactics You’re Missing00:28:21 - Landing Pages Built to Sell (and Upsell)00:35:38 - Don’t Just Sell—Engage with Transitional CTAs00:40:24 - Wrapping It Up: What’s Next for This Scalable StrategyLINKS AND RESOURCES:The ONLY 3 Ways to Grow Your Business (Most Get This Wrong)5 Ways To Find Your nCAC: Part 15 Ways To Find Your NCAC - Part 2What To Know About MER (Media Efficiency Ratio)NCAC Explained: The Key Metric for Scaling Your BusinessGet Your nCAC Calculator Now!How We Track Every Click (Without Losing Data to iOS & Ad Blockers!)How to Craft the Perfect Transitional Call to Action (Lead Magnet)Tier 11 JobsPerpetual Traffic on YouTube
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45:28
How CMOs & Marketers Can Profit From Trump’s Disastrous Tariffs
Ralph and Lauren break down the immediate and long-term implications of the recently imposed tariffs—and what savvy marketers and business owners must do right now to stay ahead. From navigating rising costs of goods to uncovering massive ad spend inefficiencies (including a shocking $1.2 million in wasted budget), they share cutting-edge tactics for scaling during economic disruption. You’ll hear real-world client insights, why now might be a golden moment for ad buying, and how to tap into the “Warren Buffet mindset” when everyone else is pulling back. This episode is your playbook for profitable marketing during uncertainty.Chapters:00:00:00 - Kickoff: Inside the Minds Behind Perpetual Traffic00:00:32 - Tariffs Are Here: What It Means for Your Business Today00:03:16 - Winners and Losers: How Different Industries Are Getting Hit00:04:13 - Adapting Fast: Smart Marketing Moves When the Rules Change00:05:06 - Where Your Budget’s Bleeding—And How to Stop It00:09:29 - Chaos = Opportunity: Why Now’s the Time to Be Bold00:17:08 - Reinvent or Retreat: The Innovation Edge00:20:14 - Closing Power Plays: What to Do Next Before the Market Shifts AgainLINKS AND RESOURCES:China slaps a 34% tax on all US imports in retaliation for Trump’s tariffsA timeline of Trump’s tariff actions so farWarren Buffett Is Being Fearful While Others Are Greedy. Is It a Warning?How Trump’s latest tariffs could affect your walletAcynEpisode 669: Trump’s Tariffs: The Marketing Opportunity & Impact RevealedGet Your nCAC Calculator Now!Tier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks so much for joining us this week. Want to
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27:51
3 Jaw-Dropping Takeaways from Shoptalk & SXSW
Ralph Burns and Lauren Petrullo reconnect to unpack Lauren’s whirlwind tour through three of the biggest marketing events of the year: ShopTalk, South by Southwest (SXSW), and Podcast Evolution. From radically inconsistent product launches to Gen Z’s zero loyalty game, Lauren brings raw, in-the-room insights that challenge conventional playbooks. Discover how $200K vendor booths, haunted childhood bedrooms, and an invite-only Google quantum AI session all tie back to the future of customer experience and brand building. Whether you're scaling eComm or rethinking your retention funnel, this episode is packed with unexpected lessons, real-world tactics, and a few wild stories you won’t forget.Chapters:00:00:00 - Kicking Off Another Wild Ride on Perpetual Traffic00:00:26 - Did the Hosts Break Up? Ralph Spills the Tea00:01:16 - Lauren’s Back—with Ghosts, Nostalgia, and Chicago Vibes00:03:50 - Ghosts, Toe-Breaking Drawers, and Voodoo Blessings00:05:37 - The Conference Circuit Is No Joke (But It’s Hilarious)00:06:54 - $200K Booths, Ugg Swag, and the Vegas Vendor Jungle00:13:10 - Radical Inconsistency: The Strategy You Didn’t Know You Needed00:21:21 - Forget Perfection—Launch Loud, Messy, and Real00:21:39 - Loyalty Through Limited Drops and Cultural Flavor00:22:44 - 11 Million Receipts a Day? Fetch is Playing 4D Loyalty Chess00:24:59 - Your Real KPI? What Happens After the Purchase00:29:23 - Beyond Facebook & Google: Hunting Down Fresh Ad Gold00:31:32 - Two Conferences, One Mic Drop Recap00:33:39 - AI Isn’t Just a Buzzword—It’s Changing Everything00:41:24 - Catch Flights, Not Feelings: What’s Coming Up NextLINKS AND RESOURCES:ShopTalkSXSW ConferenceEvolutions by Podcast MovementFetchProsper ShowKlaviyoCriteoFlamingo EstateGet Your nCAC Calculator Now!Tier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with
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45:05
Answered: How Can I Do What I Do Best & Outsource The Rest?
Ralph Burns shares a special guest appearance he made on the Affiliated Podcast with hosts Tom and Kyle. While Lauren was away traveling, Ralph dove into his personal journey from affiliate marketer to agency owner, offering valuable insights on scaling a business through strategic delegation. He breaks down how to stop doing everything yourself and instead focus on what you do best—echoing themes from “Who Not How” and “10x Is Easier Than 2x.” Whether you're a media buyer, business owner, or marketing exec, Ralph’s lessons on outsourcing, managing, and growing a digital business are must-hear takeaways from this cross-platform episode.Chapters:00:00:00 – Kicking Things Off: Ralph’s Quick Update on the PT Universe00:01:04 – Surprise Drop: Ralph Guests on a Must-Hear Interview00:04:23 – Meet the Hosts: Welcome to the Affiliated Podcast00:07:35 – Ralph’s Origin Story: From Affiliate Hustler to Ad Empire Builder00:14:43 – Media Buying Chaos: Real-World Struggles & Smart Fixes00:17:42 – Don’t Do It All: The Power of Delegation & Team Growth00:22:22 – Crushing Doubt: Mindset Shifts That Change the Game00:31:18 – Efficiency Mode: Unlocking the CEO Mindset00:32:38 – Hire Smarter: Ralph’s Battle-Tested Hiring Framework00:34:48 – SOPs or Bust: Why Systems Matter More Than Talent00:40:39 – The Leap: How Ralph Evolved from Affiliate to Agency Leader00:47:05 – Growth Mode: Building a Scalable, Sellable Business00:51:18 – Ad Trends 2025: What’s Working Now in Paid Traffic01:01:35 – Wrap-Up: Final Gold Nuggets + Where to Listen NextLINKS AND RESOURCES:ClickBankEpisode 678: The 100% Foolproof Framework to NEVER Make a Bad Hire Ever Again! (Part 2)Episode 664: Avoid This 1 Common Hiring Mistake at Your Own PerilEpisode 670: How “The 4 C’s” Will Catapult You to Your 10X Goal in 2025Tier 11 on YouTubeGet Your Marketing Performance Indicators™ Checklist Now!Tier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with
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O Perpetual Traffic

Perpetual Traffic is a twice weekly podcast that shares cutting-edge strategies on acquiring leads and sales for your business. The show is produced by Tier 11 and hosted by Ralph Burns and Lauren Petrullo. Traffic is the act of putting your product, service, or message in front of your target audience…it’s the act of acquiring customers online while also building goodwill, and is the lifeline of any business. So, whether you’re a media buyer yet to create your first Facebook or Instagram ad, a Director of Marketing or CMO managing a team of marketing specialists, or a CEO growing your business on your own, you’ll discover actionable strategies that can be applied today. Perpetual Traffic combines the traffic strategies developed at Tier 11 with the real-life agency experience of the hosts. Listen to real stories of business owners and marketing executives just like you how they overcame struggles with digital marketing and online advertising. Learn how to make Facebook advertising, Instagram advertising, YouTube advertising, Twitter advertising, Google AdWords advertising, LinkedIn advertising, (and more) work for your business.

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