The Library
Growth guides for female-founded brands
Evidence-backed reference guides on how your customer actually buys, what keeps her, and where the growth really is. Every figure traced, named, and dated. No fluff, no borrowed stats.
Authentic scarcity: urgency that builds trust instead of breaking it
The honest plays, the short refuse list, and one check to run before every campaign ships
Real deadlines and true sell-outs still move people; fake clocks now backfire and carry real regulatory risk. Here's the honest urgency toolkit, the refuse list, and a four-question honesty check for every campaign.
Average order value: spending a little more, without the discount
Six honest levers to grow the order, without training your best customers to wait for a code.
A founder-to-founder guide to lifting average order value through free-shipping thresholds, routine bundles, gentle add-ons and subscribe-and-save, with every benchmark labelled for how hard you can lean on it.
Customer lifetime value: why keeping her beats chasing the next one
The real maths of retention for a small beauty brand, and where your next pound should actually go.
Why the second, third and fourth orders are where the profit lives, what the retention numbers really say once you strip the hype, and a founder-to-founder test for where your next pound goes.
Brand community: a brand she belongs to, not just buys from
The cheapest durable moat a small, founder-run brand has, and how to start it this week with the customers you already own.
Why a real community is a retention-and-referral moat for a small DTC brand, and how to build one, evidence-led and founder to founder. No 50k server required.
Lifecycle email and SMS: the flows that earn while you sleep
The handful of automations to build before you spend another pound on ads, in the order I'd build them and why.
A founder-to-founder guide to lifecycle email and SMS flows: the six core automations, which to switch on first, and how to keep them simple. British, honestly sourced, no hype numbers.
Paid social, honestly: what it can and can't do for loyalty
Paid buys the first customer and decides who walks into your retention machine. It does not, on its own, build loyalty. Here's the honest version of where it genuinely lifts lifetime value, and where it just bills you twice for sales you'd already won.
Paid social is brilliant at acquisition and oversold on retention. The three narrow seams where it genuinely lifts lifetime value, where it just re-buys customers you already own, and how to measure it on the real economics instead of the platform's ROAS. Founder to founder.
The Female Consumer
How She Buys, and What Earns Her Trust
What the evidence really says about how female consumers buy, who they trust, and what makes them walk away. A growth guide for female-founded brands, from Mad Social.
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