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