The Upside-Down Triangle Tool

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🎧 Listen now: https://www.pilothouse.co/

This week on the DTC Podcast, we’re re-airing a must-listen from our sister podcast Adventurous, hosted by Avery Valerio.

Avery’s diving deep into one of the most overlooked levers in DTC growth: angles — the emotional and strategic hooks that turn browsers into buyers. If you’ve been leaning on “vibes” and lifestyle content to carry your creative… this is your wake-up call.

For creative strategists, performance marketers, and founders stuck at the “vibes plateau.”

🧠 Tactical takeaways:

• Why most brands stall at $3–5M without real angle development
• How to build angles that scale across top and bottom funnel
• The difference between product features and product benefits — and why that matters
• Why “vibe-first” brands eventually need strategy to survive
• How Avery maps personas to angles using a tool she built (linked on her LinkedIn/TikTok)

👀 Who this is for:

Creative leads, ad buyers, or anyone building brand strategy from the ground up.

💡 What to steal:

• The "steak vs. sizzle" framework for angle testing
• A mindset shift: Treat angles like campaign assets, not just captions
• How to tell when you’re out of angles — and how to fix it fast

Timestamps:

00:00 Intro to Ad-venturous Angles

02:00 Why most DTC brands stall on vibes

04:00 The need for real creative strategy

06:00 What an angle really is

08:00 Features vs benefits in ad angles

10:00 The Got Milk example

12:00 How angles create emotional connection

14:00 The upside-down triangle framework

16:00 Why modern angles must be agile

18:00 Using research and reviews to build angles

20:00 Personas and segmentation for scale

22:00 The three layers of the triangle

24:00 Top of funnel angle development

26:00 Middle of funnel curiosity

28:00 Bottom of funnel community content

30:00 Why angles must work everywhere

32:00 Testing and iterating angles

34:00 Final takeaways on creative strategy

Hashtags:

#DTCMarketing #AdCreative #MarketingAngles #PerformanceCreative #EcommerceMarketing #BrandStrategy #CreativeTesting #FunnelMarketing #DigitalAdvertising #ContentStrategy #Pilothouse #DTCNewsletter #AdVenturousPodcast #MarketingPodcast

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