Kevin Shields

Dad of 3. Husband. Head of Paid Media @ Opascope

[Kevin Shields @Kev__shields]

@frankyecom V5.3

[Kevin Shields @Kev__shields]

@codyplof I’m in

[Kevin Shields @Kev__shields]

@alexgoughcooper @alexgoughcooper this is sick, sending you DM

[Kevin Shields @Kev__shields]

@zackpaid Higgs

[Kevin Shields @Kev__shields]

@lorenzo_pravata Following!

[Funnel of the Week @funneloftheweek]

https://t.co/JPybrSnAlp

[Kevin Shields @Kev__shields]

@funneloftheweek LISTICLES Q1

[Kevin Shields @Kev__shields]

@mikefutia Claude

[Kevin Shields @Kev__shields]

@Peter_Quadrel Ai

[Kevin Shields @Kev__shields]

@EcomShri Advertorial

[Kevin Shields @Kev__shields]

@SarahLevinger @jforjacob Yes plz lol

[Kevin Shields @Kev__shields]

@FedotOff90 Gemini

[Kevin Shields @Kev__shields]

@Aladey https://t.co/Q2CIvZdmAR

[Kevin Shields @Kev__shields]

@Aladey https://t.co/POoabN9TIA

[Kevin Shields @Kev__shields]

@Camicees Static

[Kevin Shields @Kev__shields]

Great insight for brands starting out

[Sean Frank @Seanfrank]

A lot of people ask me for help.

I spend a lot of time helping bigger brands, but frankly there are a lot more smaller brands, and they need more help.

So here is a good tip for the 7 figure brands out there.
If this is helpful, Ill do a series.

1-What to do if Demand is your issue?
Sales are down, sales are flat, or growth just isn't there.

Well, why should you be growing?
Ecom as an industry is growing single digits a year.
Are you in a fast growing category?

Hydration is having a moment, so the category is putting up 20-30% growth per year.

just being in hydration should be a boost.
same with creatine.

But wallets aren't a naturally growing category,

So you either need to create growth or steal growth.

At ridge-
We generate net new demand through advertising.
Getting people into a wallet who wouldn't buy one normally.

This is hard. I do not recommend building in your category if this is your plan.

You should try stealing growth from someone else.

You want to be in a big category that is either naturally growing like creatine, or you want to be able to draft off someone else.

But that someone else needs to be big, fat, lazy, and not at the wheel.

This is why you saw 3 separate 100m rug companies.
Someone did the research...

Hey people are buying rugs online and no one is doing it well.

They could come in and win non branded searches on google vs ikea, because ikea doesnt really care about selling rugs.

They want to sell living rooms.

BAM
Generational wealth built off drafting in a big, stupid category.

The tip here is to understand natural growth rates.

Ecom is a GDP business now.
That's your natural growth just for selling in ecom.

Then, understand your category growth rate.
Some are flat, some are 20-30%, some are negative.

Water bottles this year are shrinking.
People are buying less water bottles YOY because stanly had a fire 2 year run.

You can't really grow in that market.

Then, the next tip is to understand if you have to make your own demand.

If you do, your business needs to look like ridge.
Be ready to spend 50% of revenue on ads.
Be ready to knife fight every single sale.
Be a meta expert.

If you have to create your own CATEGORY demand- not just your own brand demand, you need to be a 1% marketer.

You are a marketing org, not a brand.

But if you are selling peptides-
You can suck at marketing.

People will go to your shitty website and put up with bugs to get it.

Its why ticket master can make you click 4 times you dont want to protect your purchase.
Demand is high.

Just be honest with what type of brand you are.

At any given time there are 10 hot categories.
20 DEAD categories you need to avoid.
And 9000 meh…

If you are in meh, like me, you need to either be able to slay a dragon or be the best marketer alive.

Steal ikeas demand or be cracked at ad arbitrage

[Kevin Shields @Kev__shields]

@mikefutia MCP

[Kevin Shields @Kev__shields]

@HireFireTeam Yes please - this looks sick!

[Kevin Shields @Kev__shields]

@codyplof Yes! Built my first usable app in 20 minutes. A video remixer that spits dozens of variations of vids when you upload hooks, leads, content, ctas. Insane tool