willakks

create some brands online

[willakks @willakks]

Ask most 7-figure founders their COGS. They'll say "around 20%."

They're guessing.

Real COGS moves per product, per country, per shipping lane. Use one flat number and your "profitable" campaigns might be bleeding.

You can't scale what you can't count.

[willakks @willakks]

Your product can be copied in a week.
Your price undercut by tomorrow.

The one thing they can't steal fast is your creative angle — the exact reason a thumb stops scrolling.

I spend more time on angles than on the product. That's not backwards. That's the moat.

[willakks @willakks]

Your first order isn't profit. It's rent you pay to rent a customer.

The business is the second and third order — where there's no ad cost.

If you're not obsessed with LTV, you don't own a brand. You own an expensive traffic-buying habit.

[willakks @willakks]

Giving away free product for reviews feels smart.

It isn't.

It inflates your reorder rate (vanity) while quietly crushing AOV and LTV (the numbers that matter).

Half the "retention" founders brag about is just discounts in a costume.

[willakks @willakks]

Everyone wants to "scale to the moon."

Nobody tells you this:

Past a certain daily spend, your CAC climbs faster than your revenue. The scissor opens. You buy sales at a loss and call it growth.

Run paid near breakeven. Make your money on the second order.

[willakks @willakks]

Your Meta ROAS is a comforting lie.

It takes credit for sales it didn't create.

I run two brands doing millions a year. I don't optimize to platform ROAS — I optimize to blended MER and contribution margin.

Read the whole P&L, or the algorithm will spend you into the ground.

[willakks @willakks]

Scaling isn't a budget problem. It's a creative volume problem.

Once targeting is broad and the offer holds, the account doesn't need more money — it needs more angles.

Brands stuck at $1k/day aren't outbid. They're out of ideas.

Creative is the last real lever.

[willakks @willakks]

Hiring: Creative Strategist (freelance, remote).

I run 2 seven-figure DTC brands. Need someone to own angles, hooks, UGC briefs & ad concepts for Meta + TikTok.

Must have a portfolio of ads that actually ran (spend/ROAS context).

Reply + DM me your best work 👇

[willakks @willakks]

:)