The Bottom Line: Ecommerce Tactics for Profitable Growth
Cody Wittick & Taylor Lagace
Recent Episodes
👉 Grow your bottom line: https://www.kynship.co/
Every purchase decision your customers make is driven by one simple psychological principle…
Master this principle, and you’ll scale your marketing in ways most businesses can’t even imagine.
Today, I’m breaking down why some ads convert 3x higher than others, why most businesses miss the mark on messaging, how to effectively segment your audience, craft messaging that resonates, and leverage creative diversity to skyrocket your conversion rates.
Ready to 3X your conversions the easy way?
Tune in now.
Key Takeaways:
- 00:00 Intro
- 00:17 The psychology of purchasing decisions
- 07:48 Objective vs. subjective benefits
- 09:55 How to find your marketing angles
- 12:17 How to create specific messaging for each audience
- 16:14 Outro
Additional Resources:
Follow us on X:
👉 Cody: https://x.com/Cody_Wittick
👉 Taylor: https://x.com/TaylorLagace
The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they dive into the challenges and strategies for growing ecommerce brands to 8-9 figures. They share insights on overcoming ad creative challenges, managing cost caps, scaling Meta ads, unit economics and forecasting, and expanding influencer marketing programs.
Their expertise in performance marketing is not just theoretical; with a track record of launching successful campaigns for major brands (M&Ms, Purdy & Figg, Supergut, & AnimalHouse Fitness, to name a few) and generating over $350M in revenue, they offer practical, actionable advice.
So, if you're looking to improve your marketing strategies, boost profitability, or scale your ecommerce brand, this podcast draws on experience from industry leaders and founders just like you.
🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533
👉 Grow your bottom line: https://www.kynship.co/
Most brands are missing out on sales during BFCM without even realizing it…
They fall victim to the lie that their campaigns won’t pick up, make edits at 6 AM just to feel like they’re doing something, and end up resetting optimization at the worst possible time.
In this episode, we’re breaking down why cost controls are your secret weapon during BFCM, how to structure your campaigns for peak performance, and the post-sale move that will save you thousands in wasted spend.
You’ll learn why evergreen campaigns often outperform flashy promo ads, how to avoid the dreaded post-BFCM crash, and why you should always trust the machine.
Want to scale your sales this BFCM?
Tune in now.
Key Takeaways:
- 00:00 Intro
- 00:21 BFCM and the beauty of cost controls
- 01:35 Challenges of BFCM advertising
- 04:06 Optimizing for one-day vs. seven-day clicks
- 06:27 Post-promotion crash and cost control adjustments
- 07:50 The power of patience
- 09:55 Budget adjustments during and after promotions
- 12:50 Separating evergreen and promotional campaigns
- 16:36 Outro
Additional Resources:
Follow us on X:
👉 Cody: https://x.com/Cody_Wittick
👉 Taylor: https://x.com/TaylorLagace
The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they dive into the challenges and strategies for growing ecommerce brands to 8-9 figures. They share insights on overcoming ad creative challenges, managing cost caps, scaling Meta ads, unit economics and forecasting, and expanding influencer marketing programs.
Their expertise in performance marketing is not just theoretical; with a track record of launching successful campaigns for major brands (M&Ms, Purdy & Figg, Supergut, & AnimalHouse Fitness, to name a few) and generating over $350M in revenue, they offer practical, actionable advice.
So, if you're looking to improve your marketing strategies, boost profitability, or scale your ecommerce brand, this podcast draws on experience from industry leaders and founders just like you.
🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533
👉 Grow your bottom line: https://www.kynship.co/
If you’ve been focusing all your energy on creative testing but are still struggling to convert, it’s time to test your offers.
Many entrepreneurs get so caught up in analyzing and tweaking the creative parts of their ads that they overlook the importance of testing their offers.
In this episode, Taylor and I break down the importance of offer testing and why it’s the missing piece in most brand strategies.
We dive deep into what an “offer” truly is (hint: it’s not just a 10% discount), how brands can strategically structure their offers based on core business metrics, and why smaller brands should stop viewing offers as something that could dilute their brand.
Taylor also shares actionable insights from real case studies of both high- and low-LTV brands, giving practical tips on how to test and optimize offers effectively.
Want to dominate Q4 with winning offers? Hit play now to learn how to master offer testing.
Key Takeaways:
- 00:00 Intro
- 00:53 Why most brands overlook offer testing
- 03:52 Test offers like you test creative
- 06:11 Offer ≠brand dilution for emerging brands
- 07:29 Factors to consider when building offers
- 11:34 High LTV case study: subscription + free gift
- 18:56 Low LTV case study: threshold spend offers
- 23:38 Testing and optimizing offers: a Southern Scholar case study
- 28:35 Takeaways
- 30:29 Outro
Additional Resources:
Follow us on X:
👉 Cody: https://x.com/Cody_Wittick
👉 Taylor: https://x.com/TaylorLagace
The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they dive into the challenges and strategies for growing ecommerce brands to 8-9 figures. They share insights on overcoming ad creative challenges, managing cost caps, scaling Meta ads, unit economics and forecasting, and expanding influencer marketing programs.
Their expertise in performance marketing is not just theoretical; with a track record of launching successful campaigns for major brands (M&Ms, Purdy & Figg, Supergut, & AnimalHouse Fitness, to name a few) and generating over $350M in revenue, they offer practical, actionable advice.
So, if you're looking to improve your marketing strategies, boost profitability, or scale your ecommerce brand, this podcast draws on experience from industry leaders and founders just like you.
🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533
👉 Grow your bottom line: https://www.kynship.co/
Too many brands expect an agency to come in and 10x their business without fixing anything internally.
In this episode, I get brutally honest about something I don’t think enough people in our world talk about: agency incentives, pricing structures, and who’s actually responsible for growth. (Hint: it’s not your agency.)
I walk through why most agency pricing models are broken and how we’ve structured ours at Kynship to align incentives the right way. I also get into the real reason your business might be stuck, because growth takes way more than good ads or flashy creative. If your margins suck, if retention’s declining, if your ops are a mess... No agency can fix that for you.
Growth is a team sport, and it's time we started treating it that way.
Let's jump right in!
Key Takeaways:
- 00:00 Intro
- 00:46 Agency incentives and pricing structures
- 01:50 Value over price
- 02:58 How we structure things at Kynship
- 04:56 What most people get wrong when hiring an agency
- 07:54 The reality of in-house talent
- 09:19 Exceptional growth talent is expensive
- 10:05 Growing your business is not our job
- 15:23 Agency vs. in-house talent
- 19:29 What I want you to take away from this episode
- 21:27 Outro
Additional Resources:
Follow us on X:
👉 Cody: https://x.com/Cody_Wittick
👉 Taylor: https://x.com/TaylorLagace
The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they dive into the challenges and strategies for growing ecommerce brands to 8-9 figures. They share insights on overcoming ad creative challenges, managing cost caps, scaling Meta ads, unit economics and forecasting, and expanding influencer marketing programs.
Their expertise in performance marketing is not just theoretical; with a track record of launching successful campaigns for major brands (M&Ms, Purdy & Figg, Supergut, & AnimalHouse Fitness, to name a few) and generating over $350M in revenue, they offer practical, actionable advice.
So, if you're looking to improve your marketing strategies, boost profitability, or scale your ecommerce brand, this podcast draws on experience from industry leaders and founders just like you.
🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533
Most founders spend their first dollars on ads.
Luke Hartelust did the opposite—and it worked.
Before he even launched MNLY, a men’s precision health brand, he secured a six-figure partnership with HYROX. No ads, no gimmicks—just a bold marketing play that gave him instant credibility, an audience of thousands, and a 2.2x ROI.
In this week’s episode, Luke shares his capital-efficient marketing playbook:
âś… How to use partnerships to buy trust and attention
âś… Why community is the most underrated growth channel
âś… How equity-based influencer deals can outscale ad budgets
This is how Luke turned MNLY into a fast-rising DTC brand without a single paid ad campaign.
👉 Listen now to learn how to build a brand that scales with community.
Key Takeaways:
- 00:00 Intro
- 00:20 Introducing Luke Hartelust & MNLY
- 01:11 How personal health became a brand opportunity
- 05:50 Why MNLY ditched telehealth for AI positioning
- 09:42 Betting six figures on a HYROX partnership pre-launch
- 12:25 Raising money in a VC downturn with a marketing-first strategy
- 16:47 Why relationships > transactions in partnerships
- 21:50 Turning HYROX into a marketing machine with activations
- 26:05 Building community as a zero-CAC growth engine
- 29:03 Ambassadors as compounding word-of-mouth
- 30:45 Influencers as equity partners, not paid posters
Additional Resources:
👉 Grow Your Bottom Line: https://www.kynship.co/?utm_source=podcast&utm_medium=audio&utm_campaign=71
Unlock Our FREE $10M Masterclass: https://www.kynship.co/free?utm_source=youtube&utm_medium=video&utm_campaign=71
👉 Claim Your FREE Business Audit Today: https://www.kynship.co/contact-us?utm_source=youtube&utm_medium=video&utm_campaign=71
👉 Book Your FREE Growth Call Now: https://www.kynship.co/contact-us?utm_source=youtube&utm_medium=video&utm_campaign=71
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Learn more about Luke
👉 Luke Hartelust Instagram: https://www.instagram.com/luke_hartelust
👉 MNLY | Precision Men’s Health: https://www.getmnly.com/
Follow us on X:
👉 Cody: https://x.com/Cody_Wittick
👉 Taylor: https://x.com/TaylorLagace
The Bottom Line is your go-to podcast for honest ecommerce conversations on profitable growth strategies. Join Cody Wittick and Taylor Lagace, Co-Founders of Kynship, as they explore the challenges of scaling brands, uncover actionable tactics, and share real-world insights to help you grow your ecommerce business to 8 figures and beyond!
🎧 Follow the podcast on your favorite app, so you never miss an episode: https://pod.link/1631630533