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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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