Podcast
The Scaling Lab
Hosted by Tried and True Media · EN
The podcast for founders, marketers, and operators who want to scale DTC brands with precision and profitability. We break down the systems, strategies, and signals behind predictable growth: offer design, creative strategy, customer acquisition, funnel optimization, unit economics, retention, LTV, and full-funnel performance. Each episode delivers frameworks, case studies, and actionable insights from 8- and 9-figure operators across eCommerce, direct response, health & wellness, and supplements. If you want to master scaling and build a high-performing marketing engine, this is your playbook
14episodes
Episodes
Newest firstAll episodes
Stop Blaming CPM—This 1 Formula Tells You If You Can Scale
2w ago00:23:09Tap to summarizeDo you know what you can afford to pay for a click? Most brands that scale on ROAS or CPA miss the one formula that determines whether scaling is profitable or just looks good on paper.You might be hitting your targets while quietly losing money on every visitor. Or worse, losing out on profit by playing too conservatively.In this episode of The Scaling Lab, Jairet breaks down Allowable CPC (ACPC) and how it reframes scaling decisions through unit economics instead of surface-level metrics. You’ll walk away with a clearer understanding of where your growth ceiling actually is and what needs to change to scale.Key TakeawaysUnderstand if scaling is actually viable for your brand.Learn the formulas behind calculating what you can afford to pay per clickImprove your ability to compete in ad auctions by increasing your economic ceilingDiscover why optimizing toward ROAS or CPA alone can hide unprofitable growthUnpack the difference between AOV-based and LTV-based decision makingExplore why conversion rate and AOV are the real levers behind scalable growthBuild a clearer framework for prioritizing optimization efforts across your funnelConnectBook a strategy consultation with Jairet: https://triedandtruemedia.com/book-consultation/
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Creative Diversity Explained: The Who/What/How Triangle Driving Our Top Scaling Ads
4w ago00:53:28Tap to summarizeDo you know why your winning ads actually work?Most creative teams pump out variations without understanding what they're really testing. They rely on "proven frameworks" and intuition, but when stakeholders ask why a creative decision was made, the answer is often "because it worked before" or "it felt right."You might be hitting your targets while missing the deeper strategic insights that could unlock your next level of scale. Or worse, training your team to be order-takers instead of strategic thinkers.In this episode of The Scaling Lab, Jairet and Kira sit down with John Belkewitch, one of TNT's top creative strategists, to break down the Creative Strategy Triangle—a framework that transforms how you think about creative diversity, testing methodology, and strategic decision-making in the post-Andromeda world.You'll walk away with a clear system for building creative variations that actually teach you something, plus insights into how AI is reshaping both creative development and the future of advertising.Key TakeawaysLearn what creative diversity really means beyond surface-level iterationsUnderstand why asking "why" at every creative decision point unlocks better strategyDiscover the Creative Strategy Triangle framework for systematic creative developmentExplore how AI tools can amplify strategic thinking instead of replacing itBuild a testing methodology that generates actionable insights, not just winning adsUnpack why teaching frameworks beats relying on creative intuition for scalable teamsGet John's perspective on the future of AI-to-AI advertising interactionsConnectBook a strategy consultation with Jairet: https://triedandtruemedia.com/book-consultation/Sign up for our Scaling Secrets newsletter: https://triedandtruemedia.com/newsletter-lp/
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Your Winning Meta Ad Will FAIL on YouTube Unless You Do This
Apr 2200:57:56Tap to summarizeMany DTC advertisers embraced AI to scale production and reduce creative bottlenecks, only for outputs to fall flat. If different departments are feeding different prompts to different bots, the issue is not the technology- it’s the system. In this episode of The Scaling Lab, Jairet Crum walks through the exact workflow for creating and deploying a series of custom GPTs that move you from raw research to finished ad sets in under 15 minutes. Instead of guessing what to prompt next, you’ll have the exact tools and structures to move from idea to faster, sharper, cohesive performance creative. Key TakeawaysStructure multiple custom GPTs into a single creative workflow Learn why clear instructions and guardrails matter more than chasing perfect promptsTransform customer research into high-performing creative strategy and briefs Develop reliable formats, angles, hooks, and visuals that connectMove faster with a repeatable system that supports scale.
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Create Winning Video Ads in 15 Minutes (My Custom GPT Workflow)
Apr 400:15:32Tap to summarizeMany DTC advertisers embraced AI to scale production and reduce creative bottlenecks, only for outputs to fall flat. If different departments are feeding different prompts to different bots, the issue is not the technology- it’s the system. In this episode of The Scaling Lab, Jairet Crum walks through the exact workflow for creating and deploying a series of custom GPTs that move you from raw research to finished ad sets in under 15 minutes. Instead of guessing what to prompt next, you’ll have the exact tools and structures to move from idea to faster, sharper, cohesive performance creative. Get the free resource with the GPT instruction sets and workflow assets: https://triedandtruemedia.com/build-ads-in-15-minutes-with-this-ai-workflow-guide/Key TakeawaysStructure multiple custom GPTs into a single creative workflow Learn why clear instructions and guardrails matter more than chasing perfect promptsTransform customer research into high-performing creative strategy and briefs Develop reliable formats, angles, hooks, and visuals that connectMove faster with a repeatable system that supports scale.ConnectWant help building a creative system that scales without sacrificing quality? Book a strategy consultation with Jairet: https://triedandtruemedia.com/book-consultation/
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Only 1% of Businesses Know Their LTV (Are You Guessing Your CAC?)
Mar 2400:59:42Tap to summarizeDirect response founders think they know their numbers, yet many can’t answer the only question that matters most: How much can you actually afford to spend to acquire a customer… for each offer, channel, and day in the journey?Founder & CEO of LTV Numbers, Tyler Ryan, joins The Scaling Lab to explain why brand LTV (lifetime value) isn’t one simple metric you can quote in a Slack thread.Instead, it’s a curve shaped by refunds, backend sales, fulfillment costs, and time. If your metrics don’t account for these shifts, you’re making million-dollar CAC decisions on incomplete data.Backed by $2.3 billion in revenue, Tyler transforms LTV from a vague metric into a clear, decision-driving system—so you can set smarter CAC targets, reduce refund losses, scale with confidence, and build a more resilient, profit-first business.Learn how LTV is transforming 2026 VSL funnels in this recent episode with Jairet: https://youtu.be/oxCoypxzEKg?si=cTKoG3Kuj8Y3yXKrKey TakeawaysUnpack the value of LTV that is time-based and segment-specificLearn the dangerous impact of refunds on your front-end economics Discover crucial insights that come with post-purchase dataBuild brand resilience by improving profit per customerScale strategically with clear CAC targets based on where you can afford itConnectConnect with Tyler on Instagram: @tyler_ltvnumbersLearn more about LTV Numbers: https://ltvnumbers.com/Sign up for our Scaling Secrets newsletter: https://triedandtruemedia.com/newsletter-lp/Book a strategy call with Jairet: https://triedandtruemedia.com/book-consultation/
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Ad Creative Winners vs Losers: Hooks, Bridges & UGC That Actually Convert.
Mar 1000:43:41Tap to summarizeThe Scaling Secrets team is back and reacting to more ads from across the internet!In this episode, Jairet and Kira break down another round of real direct-response ads—highlighting the creative decisions that keep attention… and the subtle missteps that make “good” ads fall flat. Expect sharp takes on hooks, continuity, talent, pacing, and why certain formats work brilliantly in one execution and completely flop in another.Learn what separates the winners from the losers, and what we’d test next!
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The #1 Hire Scaling DTC Brands Are Making in 2026
Feb 2400:42:16Tap to summarizeIs your team constantly pushing new content only for performance to fall flat? In this episode of The Scaling Lab, Jairet Crum and Kira Hug break down the role that’s quickly becoming the linchpin of profitable growth in 2026: the Creative Strategist. Discover how this emerging skillset is bridging the gap between performance data and creative execution to drive measurable scale built on evidence (not vibes). If your team is still working tirelessly to refresh that one winning ad, this is the episode to watch.
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We Roasted Real Ads! What Separates Losers From Winners
Feb 1000:37:31Tap to summarizeIn this episode, we bring listeners inside our weekly creative review: pulling ads from across the internet, roasting the losers, giving props to the winners, and isolating the subtle signals that decide whether an ad earns trust or loses the sale.From AI avatars and UGC formats to hooks, captions, music, and talent choices, Jairet and Kira share the honest insights and creative tweaks you can steal for your next iteration. Tune in for a candid breakdown of what’s actually working in performance marketing, and the small missteps jeopardizing your ad’s authenticity.
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The Authority Gap: Why Your VSL Feels Untrustworthy
Jan 1300:54:12Tap to summarizeIn this episode of The Scaling Lab, Jairet and Kira sit down with Blake Hartshorn, founder of The AIM Company, to discuss the critical role of trust, credibility, and authority in VSL marketing. They explore how real experts can enhance direct response marketing, the impact of AI on consumer trust, and the importance of clear communication and expectations when collaborating with authority figures. Tune in for a behind-the-scenes look at successful authority partnerships and the future of consumer behavior in an increasingly AI-driven world.
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The 4 Creative Frameworks Behind Million-Dollar Ads
Dec 3000:35:14Tap to summarizeWhy do many direct-response ads fail to convert? They feel like an ad. Inside The Scaling Lab, Jairet and Kira dive into the psychological patterns and ad creative frameworks that help consumers drop their guard, stop the scroll, and purchase your product. Kira breaks down the simple problem mechanisms, narrative formats, and credibility structures that boost engagement and drive conversions by making viewers forget they’re inside an ad.If your “best” hooks are losing steam faster than they used to, this episode will help you build creative that captures attention before you ever hit record.
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