Episode 220: Inside the Marketing Lab – Ezra & John Answer Your Questions Live! Episode Description

Ever wish you could ask Ezra Firestone or John Grimshaw your biggest business questions—live? Now’s your chance. In this special replay from The Smart Marketer Show, Ezra and John sit down with the Smart Marketer community for a real time Q&A. From homepage split tests to pricing strategy, influencer marketing to staying motivated—this episode covers the full journey of building and growing a business.

“Doubt and worry is not energy that's useful.” – Ezra Firestone

Whether you're scaling a product brand, launching a course, or navigating burnout, this session is packed with both tactical gold and mindset wisdom.

You Will Learn:

• How a homepage redesign boosted conversions by 16%

• Ezra’s smart framework for splitting ad spend between paid media, influencers, and ambassadors

• How to deal with rising tariffs without sacrificing Q4 sales

• Ways to market an info product without showing your face

• How to identify when it’s time to pivot (or quit) a business

• The truth about tracking data, profit margins, and “source of truth”

• Honest advice for staying grounded through grief or hardship

Links & Resources

• 🌐 Smart Marketer – smartmarketer.com

• 🎙️ The Smart Marketer Show

• 🎤 Smart Marketer Live – Join us in Denver, CO, Oct 7–8!

• ✅ Want an audit for your brand? Contact the Smart Marketer Agency

Timestamps (Chapters)

01:02 – Live Q&A Kickoff with Ezra Firestone John introduces the session, the community vibe, and Ezra sets the tone with stories of business and babies.

04:18 – What’s the Most Profitable Split Test You’ve Run Lately? Ezra shares a homepage redesign at SafeSleeve that boosted conversions by 16%.

10:03 – Are You Moving Budget from Homepage to Landing Pages? Discussion on traffic strategy, testing sequences, and what happens when your homepage is your best landing page.

11:55 – How Many Tests Should You Run at Once? How Ezra approaches A/B testing cadence based on volume and traffic.

12:50 – How Do You Split Spend Between Conversion vs. Brand Marketing? Breakdown of paid vs. influencer vs. ambassador budgets—and benchmarks by vertical.

15:47 – What’s the Difference Between an Influencer and an Ambassador? Ezra explains how to use creators, content briefs, and what most brands get wrong.

21:19 – What Should I Do About the 30% Tariff Hike from China? Ezra shares his current supply chain decisions and whether “gray area” loopholes are worth it (they're not).

26:26 – How Should I Design Ad Creative for Info Products or SaaS? High-performing structures for intangible offers, and why entertainment + education wins.

33:17 – Why Lead Gen & Long Sales Cycles Matter for High-Ticket Products Strategies for warming cold leads with value before asking for a sale.

35:33 – How Can I Get Local Clients When I’m in a Tourist-Heavy Area? John and Ezra’s playbook: Google Business, proximity targeting, and local content hacks.

40:27 – I’ve Been in Business 4 Years and Still Struggling—What Now? When to push through vs. when to pivot. Real talk on ROI, emotional attachment, and hard truths.

45:11 – What’s Your “Source of Truth” for Data? How Ezra uses real financial KPIs over third-party attribution, and why agreement matters more than accuracy.

48:07 – How Can I Stay Authentic While Grieving? A powerful, heartfelt conversation about trauma, storytelling, and honoring what’s real.

53:51 – Should I Launch My Coaching Offer Under My Existing Brand? When to stack vs. split a business—and the importance of your exit strategy.

55:15 – What’s a Brand You’re Loving Right Now? Ezra plugs his favorite chocolate brand (Askinosie) and why little joys matter in big business.

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