Steven Belayneh

Helping e-com brands 🚀 at @metaadsatscale. Unlocking growth with Meta ads | Full-funnel strategies

[Mason Littlejohn @wearetheselect]

The more campaigns you can get working - the more scale you’ll achieve with lower performance volatility.

[Steven Belayneh @StevenBelayneh]

@EvanLuthra It’s opportunities like these that make me wish I lived in the States 😮‍💨

[Steven Belayneh @StevenBelayneh]

@wearetheselect FRAMEWORKS

[Mason Littlejohn @wearetheselect]

Dropping the 6 ad frameworks that are actually scaling DTC brands right now.

$330M+ spent on Meta. 10,000+ creatives tested. These 6 structures are printing across multiple 7 and 8 figure brands as we speak.

No film crew. No agency retainer. No big production budget.

Legit just steal these and run them this week.

One right message can cut your CPA in half. That's worth a few tests.

Like + Comment "FRAMEWORKS" and I'll DM you the goods.

[Mason Littlejohn @wearetheselect]

brand new brand launching first Meta ads inside @metaadsatscale

If you're a brand struggling from going from 0 to 1 let us help you

We start budgets small and get profitable at low spend and train the algorithm on your ICP

and then we help you scale fast

[Mason Littlejohn @wearetheselect]

"Nurses take 20% off" → broad audience → 3+ ROAS.

Meta found the nurses. We just had to say the word.

Calling out a specific persona can cut your CPA in half - test this every which way.

[Steven Belayneh @StevenBelayneh]

@digitaladguide 🤭

[Mason Littlejohn @wearetheselect]

Test a time constraint with your ads

"Ships in 2 business days." "A softer bedroom in minutes."

People are calculating whether they can get it before they need it. Help them do the math.

[Steven Belayneh @StevenBelayneh]

Critical step when building pure interest campaigns in Meta

[Mason Littlejohn @wearetheselect]

When you build an interest audience, switch to original audience options in audience manager.

Most people skip this step.

It's the difference between actually targeting that interest and getting a watered-down suggestion.

[Mason Littlejohn @wearetheselect]

Ecom is a war of attrition.

Most people lose because they quit when things get hard. Just keep going.

[oliverb @oliverbrocato]

We raised $64M for this moment: Introducing Bustem.

Bustem scans the internet to find and eliminate 100% of counterfeits

RT + comment “SCAN” and I’ll send you a list of every scammer targeting your brand 🫵

[Steven Belayneh @StevenBelayneh]

Slow periods are a different kind of opportunity. Seize it!

[Mason Littlejohn @wearetheselect]

Slow days in ecom will mess with your head if you let them.

One bad weekend and suddenly everything feels broken.

The creative isn't working. The strategy is wrong.

Maybe the whole thing is falling apart.

It's not.

Bad days are data. Not danger.

Every slow period is telling you something. About seasonality. About creative fatigue. About where your flows have gaps.

The brands that scale through the hard stretches are the ones that stay focused on inputs.
Keep making ads. Keep testing. Keep improving the emails.

The fundamentals don't stop working just because today was rough.

Zoom out. Look at the trajectory. Keep your head down and focus on the inputs.

That's how you build something real that lasts.

[Mason Littlejohn @wearetheselect]

Short punchy emails outperform long ones almost every time.

People can't buy from inside the email.

The whole job of the email is to get them back to the site.

Stop writing novels.

[Steven Belayneh @StevenBelayneh]

Push notifications like these really shows how gimmicky ChatGPT has become.

[Mason Littlejohn @wearetheselect]

CPC tells you almost everything you need to know early.

Stop overthinking the data. Keep it simple.

[Steven Belayneh @StevenBelayneh]

@digitaladguide 😂

[Steven Belayneh @StevenBelayneh]

Think mimicking the big polished brands builds trust? It doesn’t. It actually makes you invisible.

The brands winning right now are the ones brave enough to have a real point of view.

People don’t buy the product. They buy You, the person behind it.

[Mason Littlejohn @wearetheselect]

People sleep on personality in marketing.

In a market where every product looks the same and every brand runs the same style of ad, the one that makes people laugh or feel something stands out.

Funny emails, memes, a founder who just seems real; these things convert.

Not because of some psychological hack.

But because people actually want to buy from someone they like.

Be someone they like.

[Steven Belayneh @StevenBelayneh]

If you’re stuck on ad angles use this prompt. Ideally on Claude.

[Mason Littlejohn @wearetheselect]

Here's the AI prompt framework that changed how I think about ad angles:

You are a DTC growth strategist and consumer psychologist with deep expertise in Meta advertising.

Give me:
→My single #1 ICP (commit to ONE — not a list)
→Psychographic breakdown: desires, fears, identity
→Their purchase objections + what finally converts them
→Top 5 ad angles ranked by conversion potential
→The two angles to test first and why

Then include: [your brand name], [URL], [product description], [price range], [AOV], [ad spend]

Run it on Claude with extended thinking.

What comes back will point you at your next 3 months of creatives.

[Mason Littlejohn @wearetheselect]

Most brands fail with Meta ads because they talk to everyone.

Find your #1 Customer Profile. Go obsessively deep on them. Beat that dead horse.

That's how you scale profitably.

[Mason Littlejohn @wearetheselect]

Here's the 4 campaign structure I run for high spend accounts that actually Scale:

ABO TESTING:Your innovation engine. New ads, new angles, new concepts. Small budget. High volume of attempts. Kill failures fast. Scale winners faster.

PERFORMANCE PROSPECTING: Only proven winners live here. Give the algo bunch of ads to choose from.

RETARGETING: Segmented. Strategic. Not just "everyone who visited my site."

DYNAMIC PRODUCT ADS: If you have a decent catalog, run DPA.

The algorithm favors CLEAR SIGNALS over complexity.

Every campaign must have a purpose.