Diagnosis before copy
Full funnel diagnosis before touching a single word. Not copy rewrites in isolation.
About
An operator who's been inside brands like yours. Not a freelancer with a template.
The market is full of copywriters, funnel builders and "CRO consultants." Growth Lab is different because it's run by someone who has actually built and scaled the thing you're trying to grow.
The background
I know the traffic side and the conversion side.
I spent years as a media buyer on Meta and TikTok, scaling e-commerce offers on the affiliate side. So I know exactly what it costs to buy a click and how fast CPMs eat a margin.
Then I went operator: I helped scale a skincare DTC brand into the multi-millions. The biggest revenue jumps almost never came from more ad spend. They came from fixing where the funnel broke the visitor's chain of belief. The presell page, the mobile product page, the checkout, the post-purchase upsell.
That's the whole thesis behind Growth Lab: you're paying to send traffic to a leaky funnel, and the leak is the cheapest thing you'll ever fix.
Scaled a skincare brand into the multi-millions
Operator experience inside a real health DTC brand. Shopify, ad account, and post-purchase flow.
Ex Meta & TikTok media buyer
Years buying traffic at scale. I fix the ad-to-funnel mismatch that pure funnel people can't even see.
Why it's different
Not another vendor. An operator's perspective.
Awareness-matched strategy
Built on Schwartz's five awareness levels. Not generic "best practices" copied off a blog.
Revenue metrics, not vanity
We move CVR, AOV, CPA and LTV. Not clicks, impressions and pretty dashboards.
The methodology
The Belief Chain: the 8 things a visitor must believe before they buy.
Every purchase requires a customer to cross these eight beliefs, in order. Skip one and the sale dies. Most funnels are losing money because 2 or 3 links are broken. And the brand has no idea which ones. The audit finds them.
- I have this problemIf your hero doesn't name the exact problem in the customer's words, cold traffic bounces in 3 seconds.
- It won't fix itselfNo sense of consequence, and "I'll think about it" wins. And it never comes back.
- The old solutions failed meThey've tried other things. Clear the graveyard or you're just "another one of those."
- There's a new mechanismThe link most brands skip entirely. No mechanism means competing on price and reviews.
- The mechanism is provenStudies, experts, citations. Health buyers don't take your word for it. And they shouldn't.
- This product delivers that mechanismMake the link explicit. Buyers won't connect the dots for you.
- The risk is lowA real guarantee kills the fear of wasting money. Most checkouts don't have one.
- I should act nowHonest urgency closes the gap between "interested" and "purchased." Most funnels leave it out.
The second lens
Traffic isn't traffic. It arrives at five different temperatures.
Eugene Schwartz's five awareness levels decide what your first page even needs to say. Send someone who's merely problem-aware to a page written for someone product-aware, and you lose them. No matter how good the copy is.
Matching the page to the visitor's temperature is where most of the recoverable revenue hides.
- UnawareDoesn't know they have the problem yet.
- Problem-awareFeels the pain, doesn't know solutions exist.
- Solution-awareKnows the category, not your product.
- Product-awareKnows you, needs a reason to choose you.
- Most-awareReady to buy. Just needs the offer and a nudge.
How we work
Every health founder I meet has been burned by an agency that sold "growth" and delivered a dashboard.
The bar is so low now that just showing the work, the actual leak, the actual number, feels radical. It shouldn't. That's why every engagement starts with a free teardown and a fixed-scope audit. You see the value before you ever commit to a retainer.