This week’s episode is a little different. Madelene is taking you inside the agency to share the strategies she’s discussing, testing and implementing right now.

From the creative that’s performing, to email strategies and campaign ideas, this episode is packed with practical takeaways you can apply to your own business right now.

Have a question you want us to dive into on the podcast? DM us over at: https://www.instagram.com/marketing.made.podcast/

It's September, and your inbox and newsfeed is filling with Black Friday playbooks, countdown timers, discount ladders, "steal our BFCM sequence."

And if you run a premium fashion or jewellery brand, you might think do I really need to participate.

In this episode I break down the drop model: how premium brands get everything Black Friday promises: urgency, a buying window, a concentrated revenue spike at full price, with margin intact and the brand elevated.

Inside the episode: the two psychological levers behind all urgency and why your price point only permits one of them, why Q4 is the quarter the entire market trains your customer to wait for markdowns, why a drop is a warm-audience play and what that means for your ad spend when CPMs peak.

By the end you'll know exactly how to walk into the biggest quarter of the year without a single percentage sign in your marketing.

Please leave us your follow-up questions in the comments or in our DMs, we'd love to help: https://www.instagram.com/marketing.made.podcast/

You have a ROAS target. Maybe it's a 3. Maybe it came from your last agency, or a podcast, or it just "feels safe."

Here's the uncomfortable question: could you defend where it came from? Because the number deciding which ads live, which ads die, and whether you scale this quarter probably wasn't built from your business at all.

This episode is for the skincare, jewellery or fashion founder who's making six-figure ad decisions off borrowed numbers and it breaks down why the target that grows a beauty brand will quietly bleed a jewellery brand dry.

Inside, Madelene covers where your acquisition number is actually supposed to come from, why skincare brands are allowed to spend in a way jewellery brands never can, the "silent killer" hiding inside your welcome offer (and the one-line change that saved a client thousands in a month), the returns tax fashion founders keep celebrating as revenue.

By the end, you'll be able to answer the only question that matters: what can you actually afford to pay for a new customer?

Book a free Meta audit with Maddi: https://api.leadconnectorhq.com/widget/bookings/meta-audit-ads

You've got the studio days booked. The creative director. The founder content, the try-ons, the behind-the-scenes. More content than you've ever had and the ads still aren't bringing in new customers.

This episode is for the fashion and jewellery founder who's been told to "just post more" while her ad account quietly talks to the same customer it's been talking to for a year.

Inside, Madelene breaks down why brands with beautiful content plateau on Meta and why for a considered purchase, the question was never "why buy."

And why the metric you're judging everything on is killing your best ads.

If you haven't listened to part one of this episode, I strongly suggest scrolling back one week.

Today's conversation is a follow-on, fiving deeper into strategies we implemented for our clients last year.

If you haven't started prepping for your Q4, you have very little time left. Book a call with Maddi and let's talk strategy and how to have a success end of the year.

Schedule a call here: https://api.leadconnectorhq.com/widget/booking/YH3ZfgcovWybtDyoHaLd

Black Friday started in early October last year, CPMs doubled, and eight-figure brands outspent everyone for the same eyeballs.

Here's how we're prepping our clients to win Q4 before any of that starts.

In this episode I'm bringing you inside the actual conversations we're having with our fashion, jewellery and skincare clients right now and the plays already running in their accounts for August, September and October.

You'll hear how fashion brands are moving end-of-season stock before the madness (online warehouse sales, mini launches in the opposite hemisphere, and how to segment your promo buyers so you can find more of them), why Q4 is actually a great time to launch when you position around the moments in her life — Christmas parties, wedding season, the races and the gifting play that gave one jewellery client an offer where only a third of vouchers ever get redeemed but sales lift anyway.

Then the strategy I'd steal above all of them: building your own sale event outside Black Friday.

And finally, the lead generation we're running right now through September and October to build the warm pool before ads get expensive and re-engages lapsed customers just in time for November.

If you want a successful Q4, then you need a strategy that starts now, book a call with Maddi today: https://api.leadconnectorhq.com/widget/booking/YH3ZfgcovWybtDyoHaLd

This week I'm walking you through the four problems I see inside almost every fashion and jewellery brand that comes to us.

Why your content looks like everyone else's, why selling out is one of the most expensive things that can happen to your brand, why your strongest platform should never be your only platform, and why fashion brands forget their customer the second the order ships.

In this episode:

• The copy-paste content problem — and how to put your customer back at the centre
• Forecasting and stock: how to stop guessing before you place the next big order
• Meta ads, real partnerships and organic — building more doors into the same house
• Retention: the first three emails that make her feel heard, seen, and ready to buy again

If you listened and thought "that's uncomfortably accurate" — that's the point.

Book a call with our Agency MADE. Marketing today: https://api.leadconnectorhq.com/widget/booking/YH3ZfgcovWybtDyoHaLd

Give us your feedback over on Instagram: https://www.instagram.com/marketing.made.podcast/

You've tested new hooks, new creators, new concepts and the account still won't scale.

The problem isn't your ads. It's where the click lands.

In this episode I break down how your landing page is functionally part of your Meta ad - how the destination changes what Meta learns, who it finds next, and what growth costs you.

I'll introduce CPMr, the custom metric we build for every MADE client that shows the true cost of reaching a thousand NEW people, and why a landing page can move a reach metric.

Then two playbooks: for skincare brands — listicles, advertorials and persona-matched pages that unlock scale one front door at a time. For fashion and jewellery — the product-page-versus-collection-page decision, why the model on the page has to match the model in the ad, and the creator edit page that carries trust through the whole click.

Stop making more ads until you've fixed where the click lands.

Send us a DM over on: https://www.instagram.com/marketing.made.podcast/

Book a call with Maddi: https://api.leadconnectorhq.com/widget/booking/YH3ZfgcovWybtDyoHaLd

If your skincare ad strategy is “make more UGC,” you don't have a strategy, you have a format.

In this episode I break down the mistake I see in nearly every skincare ad account: ten pieces of creative that all talk to the same imaginary customer, making the same general case, in the same general way.

The fix isn't more content. It's realising that one serum sells to genuinely different people, for genuinely different reasons, on genuinely different timelines and each of those is a different ad.

Does your skincare's ad strategy need a shake up, book a free call: https://api.leadconnectorhq.com/widget/booking/YH3ZfgcovWybtDyoHaLd

A brand doing ten million a month launched a new range on Meta and it flopped.

Not because of budget, not because of the product.

In this episode I break down exactly what went wrong, because the same failure is happening in jewellery, fashion and homewares accounts at every size.

The core problem: “new” is a word that only means something to people who already know you, and most launch campaigns are built entirely for an audience that already exists. You'll hear the two failures that killed this launch — one in the creative, one in the campaign structure and then the fix: the 2 to 4 week pre-launch build across organic, email and paid that means your range is already selling before you spend a dollar acquiring new customers.

Plus the lead-generation play that beats “sign up for early access,” and how to use the herd effect across TikTok and Meta so cold audiences arrive already curious.