329: From SWAT to CEO: Lessons on Native Ads, Long-Form Copy and Testing Without Fear

You might be surprised how lessons learned from over a decade on a SWAT team apply to building a highly successful lifestyle brand.  Todd Lamb, CEO of PureLife Organics, was a police officer for 17 years, as a SWAT team leader and then canine officer. When his wife started having health issues he turned to natural remedies and found an incredibly successful protocol that helped her heal. He wanted to share this protocol with others and thus, Pure Life Organics was born.  Today, the business Todd built from the ground up is well on it’s way to 9-figures. In this episode - Todd shares his wisdom about paid traffic and expertise in creating offers. He talks about how his team systematically worked to make native ads work and how they're testing at a budget of $10k to $15k a week to get results. There are some great nuggets here about native ads, copywriting, and creative strategizing. Enjoy! Episode Highlights: 4:29 Lessons from working as a canine officer  7:31 The idea behind Pure Life Organics  12:47 Todd’s protocol and ingredients  14:40 Looking at growth in the business 16:28 Developing a sales funnel  17:37 Selling the first million dollars of product with native ads and cross-promotions  19:34 Testing with big spend  21:12 Finding success with Native Ads and the difference from Facebook ads 26:09 Long-form copy & writing offers that convert  29:07 Impacts from current eCommerce challenges like iOS 14 & supply chain  34:54 Exploring NFTs with a tree-planting program 37:27 Enhancing the experience and getting people excited  40:20 Prioritizing the routine & how Todd does it all  Resources: Purelifeorganics.com @purelife.organics on Instagram  The Coalition @a_brawn on Twitter Review or subscribe on iTunes