FAQ

I'll occasionally take general or men's products if there's a strong overlap. But I intentionally focus on women.

Women's psychology, trust signals, objections, language, and buying motivations don't always mirror men's, especially in wellness. Treating everyone like one generic customer is how messaging gets watered down.

I specialize in understanding what women notice, what they're skeptical of, what makes them feel understood, and what ultimately moves them to buy.

If your product is primarily built for women, you're exactly where I want to be.

Some are.

The title doesn't come with a force field against mediocre work.

If someone's contribution stops at competitor swipes, generic AI prompts, and “you should test more UGC,” I'd be skeptical too.

My job is more specific: I own the diagnosis, customer intelligence, angle development, testing roadmap, creative concepts, and performance feedback that connect what your customer is saying with what your team makes next.

INSIGHTS^™ gives you the structure. The finished creative shows you the output.

And my smaller offers give you a low-risk way to see how I think before considering something bigger.

Great. That usually makes the partnership stronger.

Your designers, editors, creators, and media buyer already know how to execute.

I give them sharper direction by owning the research, angle development, testing roadmap, and performance feedback sitting around production.

They get to spend more time making strong work and less time playing “what haven't we tried yet?” in Slack.

Maybe...Although I'd want to know what “everything” means.

A brand can test 100 ads and still test the same five buying ideas 20 different ways.

I go back into the market and look for reasons to buy your existing creative may have skipped, underused, aimed at the wrong buyer, or abandoned too early.

And if the account really has mined the category dry, the research should show us that.

Absolutely.

The question is who owns it now, how much focused time they have, and whether creative strategy keeps getting squeezed between production, media buying, meetings, launches, and whatever caught fire in Slack before lunch.

I bring dedicated strategic attention and an outside eye without asking you to rebuild the department.

Early.

I'd rather shape the angle around the constraints than write the exciting version first and spend three rounds sanding every interesting edge off it later.

For women's wellness and supplements, that means thinking carefully about health claims, symptom language, audience sensitivity, mechanism education, proof, and how the concept may be interpreted on-platform.

I won't promise an ad can never be rejected. Platforms get the final vote. My job is to make compliance part of the creative thinking instead of an unpleasant surprise at upload.

You don't. Neither do I until the market sees it.

That's why I offer Beat Your Best Ad.

We put 3 fresh hooks against your current control in a real test.

If one wins, the $300 fee is due.

If your control wins, you keep my work, and the fee stays with you.

Much cleaner than asking you to take a stranger's confidence as a KPI.

It can be. That's why I don't think the answer should be “trust me.”

My fractional retainer starts at $5K.

We can compare that hurdle against your CAC, AOV, LTV, contribution margin, creative costs, and testing volume.

If the economics don't support the retainer, we start smaller or leave it alone.

A repeatable way to move from customer intelligence to creative decisions.

I investigate the market and your account.

I pull out the patterns.

Those patterns become strategic territories.

The territories become concepts.

The concepts become tests.

The tests give us data.

And the data shapes the next round.

You can see what we're making, why we're making it, and what we learned.

The current scope can include:

• Ongoing customer research
• Monthly creative strategy + roadmap
• 40+ concepts across statics, scripts, and briefs
• Weekly metrics review
• Kill, iterate, or scale recommendations
• Quarterly messaging refresh
• Ongoing angle development
• Creative fatigue diagnosis
• Collaboration with your media buyer, designers, editors, and creators

The exact mix can shift depending on what your account and team need most.

I'm not interested in delivering things just because a package says they belong there. The work should respond to the account.

That's exactly what the INSIGHTS^™ Deep Research Sprint is for.

For $1,500, I run the Investigate stage of INSIGHTS^™ as a standalone deep dive into your customer, category, and current messaging.

You get the research plus 3 fresh strategic angle territories your team can take straight into creative development.

Your kitchen is staffed. I'm restocking the pantry.

Of course! That's where my advertorial, funnel, and email background becomes useful.

Creative strategy stays the starting point.

If the ad is doing its job and the conversion path is fumbling the handoff, I can follow the problem downstream into the pre-sell page, landing page, funnel, or lifecycle journey.

Creative strategy is my core lane, but I also offer:

Advertorials + pre-sell pages: For cold traffic that needs more education, belief-building, or objection handling before the product page can close.

Funnel strategy + copy: For tightening the message and conversion path from click to checkout.

Email management + copywriting: For getting more value from the audience you already paid to acquire.

These can be scoped independently or added when the diagnosis says the problem lives further downstream.

It depends on your production speed, spend, traffic volume, offer, and how quickly the account gives us enough data to make a call.

But any strategist who knows what they're talking about knows that while you can see initial results within a week, it takes a minimum of 3 months to really get results.

I typically start rolling out new creative within the second week of our engagement.

The Beat Your Best Ad offer uses a 7-day head-to-head test.

For an ongoing engagement, I care more about building a dependable stream of intelligent tests than throwing a dramatic deadline on performance I can't control.

You'll know exactly what's happening and when.

• Week 1: Brand intake, account access, deep research, and fresh angle development.
• Week 2: Creative starts rolling out across statics, scripts, and briefs.
• Week 3: We load up tests and start collecting performance data.
• Week 4: We review the month, identify what worked, and map the next creative roadmap.

Then the cycle repeats.

You'll get creative delivered weekly or monthly depending on scope, plus a weekly metrics review and kill, iterate, or scale call so the strategy keeps moving with the data.

Book a creative strategy call.

We'll look at the account, the team, the economics, what you've already tried, and where the bottleneck actually is.

If there's a fit, I'll recommend the smallest sensible place to start.