True Classic's Funnel

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Hey, my friend. Alex here. This wasn’t an easy newsletter to write or send. With the terrorism taking place in Israel, we send our love, thoughts, and prayers. And if there is anybody who needs our help then please reach out. I wish I could send you this newsletter under different circumstances. But, please, if you haven’t already, check in on any friends, family, or colleagues. Sending nothing but love.

For those who still want to enjoy a playbook today - then today’s case study is on the funnel True Classic used to scale to a $250M valuation in 4 years.

True Classic, a men’s apparel brand founded in 2019 is defying the DTC odds.

They’ve scaled to a 9-figure revenue company valued at $250 million in just 4 years.

Their CEO publicly attributed its success to its Facebook ad strategy - spending $100,000 on Meta platforms each day without bleeding cash by generating $2 - 2.5 in sales per $1 spent.

And that's because of their funnel.

Let Creative Do The Targeting

Brand President, Ben Yahalom, says that, “Creative is not about aesthetics, but whether you really understand your customers.”

Instead of fine-tuning a target audience based on demographics and interests, True Classics deployed hundreds of Facebook creatives, with each group of ads tapping into the desires and pain points of a specific segment of potential customers.

The True Classic creative strategy: let the creatives do the targeting.

See the pattern?

Broad audience > Hyper-specific creative > The hook crafts a pocket within this audience.

Use Category Pages as Landing Pages

True Classic uses catalog pages as landing pages.

Why? They sell an easy-to-understand product and do a fantastic job at educating the right audience.

And they make category pages work by doing these two things:

1. Highlight the key benefits on top of category pages.
   

2. Put an irresistible bundling offer at the top of the page to drive higher AOV

Cementing The Sale With Product Pages

True Classic treats its product pages like landing pages.

Here’s how:

1. Key product details

2. Cementing benefits

3. Cements confidence with short-form video

Tool stack to embed video into your PDP.

This tool will help you add videos to your PDPs.

Increase AOV Further Through In-cart Upsell

In addition to bundling, True Classic increases AOV through smart in-cart upselling.

They gamified the upsell process where the more you spend the more you unlock.

Add in urgency. A seamless upsell.

And you’ve developed a recipe for conversion.

This tool will help you gamify your upselling. 

Here’s How You Can Implement:

1. Create a post-purchase survey where customers answer what point points or desires your product solved

2. Compile a list of your top responses

3. Take these top responses and create different narratives around them

4. Use these narratives to write scripts and film ad creatives

5. Add bundles at the top if you’re directing traffic to your catalog pages

6. Add social proof, urgency, and short-form video to your product pages (tool in NL)

7. Gamify your checkout process to increase AOV using Rebuy

8. Make the upsell process seamless (avoid directing ppl out of the checkout page)