Fiete Müller

[Fiete Müller @FieteMuller]

1/ Most eCom brands leave millions on the table

Not because their ads suck…
But because they don’t engineer predictable revenue spikes.

Here’s how the top 1% add 4M+ extra revenue without extra ad spend:

The Event Cycling Framework ↓ (Thread)

#marketing #ecom

[Fiete Müller @FieteMuller]

@ami_ads Quote

[Fiete Müller @FieteMuller]

@mikefutia Stitch

[Fiete Müller @FieteMuller]

@ant0ni0_r0mer0 Prompt

[Fiete Müller @FieteMuller]

@blvckledge Audit

[Fiete Müller @FieteMuller]

@joeroganhq Michael Burry

[Fiete Müller @FieteMuller]

@stoarca It’s amazing

[Fiete Müller @FieteMuller]

Ecom has changed:
Then: “Build brand.”
Now: “Stay alive.”

Brands are dying because they chased cool branding over cash & focus.

👉 Priorities first:
• Sales velocity
• Profit
• Liquidity

Everything else is a luxury.

Spicy take:
Without a profit focus, 90% of today’s ecom brands are gone in 12 months.

#ecom #shopify

[Fiete Müller @FieteMuller]

The truth about “views”:

1,000 YouTube views in B2B can beat 1,000,000 in B2C.

1,000 views ≠ reach.
1,000 views = maybe 5 clients.
Deal size: 30–60k.

A “boring” 2-hour video can drive €300k+.

Hot take:
Viral doesn’t matter if your content doesn’t sell.

What’s more valuable to you reach or revenue?

[Fiete Müller @FieteMuller]

“TikTok Shop will scale us to 7 figures.”

➡️ Reality: return storm, low LTV, zero brand loyalty.

Germany ≠ US.
TikTok Shop here is (still) overhyped.

I don’t know a single player profitably spending steady 6 figures/month there.

So… is TikTok Shop dead?
Or just misused?

[Fiete Müller @FieteMuller]

Most businesses don’t have a traffic problem.
They have a conversion problem that wastes the traffic they already get.

#marketing

[Fiete Müller @FieteMuller]

If your marketing works only when you increase ad spend, it’s not a strategy.

Fix the offer and the messaging and the ads will scale themselves.

[Fiete Müller @FieteMuller]

Most ads fail because they try to create desire.

You can’t.
Desire already exists.

Your job is to channel it toward your offer.

🧠 Eugene Schwartz: “Enter the conversation already going on in your prospect’s mind.”

Match your message to their stage of awareness:
•Unaware → Sell the problem
•Problem aware → Sell the solution
•Most aware → Sell the deal

Right stage + Right message = effortless conversions.

[Fiete Müller @FieteMuller]

Copywriting formulas are not “cheat codes” for lazy marketers.

They are structures that let you move a reader from curiosity to purchase without losing attention.

Some classics:

• AIDA → Attention, Interest, Desire, Action
• PAS → Problem, Agitate, Solution
• 4P → Promise, Picture, Proof, Push
• Before–After–Bridge → Show life now, show life after, bridge the gap

A great formula is like sheet music.
The structure is there, but you still have to play it with skill.

Which formula is your go-to?

[Fiete Müller @FieteMuller]

Most marketing fails because the message is out of sync with the audience.

You cannot talk to someone who is “unaware” the same way you talk to someone who is “ready to buy.”

Match your message to their stage:

• Unaware → Tell a story that makes them feel the problem
• Problem aware → Show them why it matters now
• Solution aware → Introduce the best type of solution
• Product aware → Prove your product is the one to choose
• Most aware → Make it easy to say yes

Right words + right stage = sales without resistance.

[Fiete Müller @FieteMuller]

It’s a clean starting point, but I wouldn’t run all traffic in a single campaign if budget control & performance insights matter.

Budget allocation: With 1 campaign, brand can cannibalize spend from non-brand.

Brand often thrives on a cheaper, manual/max clicks approach, while high-intent & broad may need aggressive tROAS or TCPA.

Broad match discovery in the same campaign can skew performance metrics and Smart Bidding signals.

I’d split at least brand vs. non-brand into separate campaigns. Keep it simple, but keep control.

[Fiete Müller @FieteMuller]

@BMartelee True, but it’s not pure guesswork either. It’s psychology, creativity, and testing backed by data. The best marketers use all three.

[Fiete Müller @FieteMuller]

@t_tawshif If it works, it works. The “right” strategy is the one that gets results with the resources you have. The only bad strategy is the one you can’t execute.

[Fiete Müller @FieteMuller]

@thebadijack The first path wins long term. When you enjoy the work, the rewards keep coming. When it’s only for money, the finish line feels empty.

[Fiete Müller @FieteMuller]

@madina_mtf True. Change feels risky, even when the upside is clear. Good marketing bridges that gap by making the new feel safe and familiar.

[Fiete Müller @FieteMuller]

Staging to prod with approvals. Content via a headless CMS. DB changes through migrations and PRs. Use an ORM like Prisma, Postgres for primary, Redis for cache. Ship behind feature flags, watch logs and tracing, keep rollbacks ready. If you’re solo, Supabase or Firebase keeps it simple.