Never say "new" or "launching" — speak as if the brand has always existed. Present tense, always. Confident, not apologetic.
The monthly design reveal is an event — tease story the day before, full reveal Monday. Subscribers look forward to it.
Dispatch day is content gold — every 15th, post the packing video. Subscribers feel included. Non-subscribers feel FOMO.
4 strong posts beats 7 mediocre ones — never post if the content isn't good enough. Quality signals premium.
Never explain too much — if a post needs more than 2 sentences to land, it's too complicated. Confidence through brevity.
Seed 9-12 posts silently before inviting followers — establish the brand before real audience sees it. Do not publicise until launch day Jul 13.
Kill: CPA above $75 after 7 days — pause immediately. No exceptions, no second chances.
Scale: CPA below $50 — double daily budget within 48 hours. Move fast when something works.
One variable at a time — test headline OR image OR audience. Never all three. Clean data is everything.
Monday 30-minute review — every week without fail. Document CPA, CTR, ROAS. This data is your most valuable business asset.
Retargeting never pauses — lowest CPA, highest intent. Always worth the budget even in slow months.
Father's Day — Aug 30: 2-week push Aug 17-30. Shift 30% budget temporarily to gift buyer campaign.
Physical order cutoff — Dec 10: After this, push digital gift subscriptions only. Communicate early and repeatedly.
Christmas peak — Dec 1-24: 40% of December ad budget to gift campaigns. Dec 20-24 is highest-conversion window of the year.
New Year pivot — Dec 26: Immediately switch all campaigns to self-subscribe, New Year angle. January is strong for habit subscriptions.
Valentine's — Feb 14 (Year 2): Partners/girlfriend campaign peak. Plan creative in January.
Generate still image first — then click animate/video button. Always start from a strong still image.
Add --video flag for direct video. Use --ar 9:16 for Reels/Stories, --ar 1:1 for feed ads.
Best subjects: Fabric movement, tee reveals, slow unfolds, packing sequences. Simple elegant motion.
Add "seamless loop" to prompt for content that plays continuously without jarring cuts.
Add text overlays in Canva — export MJ video, import to Canva, add copy and brand elements. Never rely on MJ for text.
Tone: Confident, direct, unpretentious. Assured, never desperate. The brand that doesn't need to shout.
Never: Exclamation marks, pushy sales language, "limited time offer" urgency, or anything that sounds like fast fashion.
Always: Present tense, short sentences, premium positioning. "A new tee. Every month." not "Get your NEW tee subscription TODAY!"
Australian identity: Lean into it without being clichéd. The designs, the landscape, the ethos — not the flag.
Midjourney: All tee designs, product photography, lifestyle shots, video Reels, ad creative.
Canva: Quote posts, pricing graphics, ad assembly, story templates, infographics.
Claude: All copy — captions, ad headlines, emails, Klaviyo sequences, strategy questions.
Buffer: Sunday batch-load and auto-scheduling. 45 minutes Sunday = zero daily management.