How to Grow a DTC Brand by Focusing on Fewer Channels

This morning, one of my clients reminded me of an important strategy to grow your business.

We were on a call discussing their acquisition channels:

• Who are you working with?

• What are you doubling down on?

• What’s the plan?

Armed with the Revenue per Session data from each channel (see yesterday’s email)…

I asked them about their plans to scale 2 of the sources that were already above-average performers.

And their response was brilliant.

To paraphrase…

“_This year, our focus is on growing our DTC side of the business. We’ve reallocated resources from other parts of the business to do this. We need to test and grow one channel at a time._

_We don’t want to get ahead of ourselves, spread the team thin, or muddy the results. We need to prove or disprove what’s actually working and what we can and can’t scale._“ —

That resonated with me because it was a timely reminder for me as a business owner.

Sometimes you’ve got to slow down to speed up.

eCommerce is changing at a ridiculous pace.

AI is moving so fast that even Sam Altman has said he feels behind.

So the temptation is to try more things:

• More channels

• More tools

• More tactics

• More “hacks”

But most businesses don’t need more complexity.

We need more consistency.

We need more incremental improvements.

So that we can keep stacking the wins and compounding the ROI.

Chat soon,

Peter