The Scaling Lab

Do 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/

Many 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.

Many 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/

Direct 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/

The 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! 

Is 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.

In 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.

In 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.

Why 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. 

In this episode of The Scaling Lab, Jairet and Kira break down the costly, everyday errors holding back DTC brands and the research-backed shifts needed to unlock profitable scale.Learn the five critical mistakes that top direct response brands are still making with their video creative, humor, product placement, casting, competition, and research.

On The Scaling Lab, Jairet and Kira sit down with Performance Manager, Sohail Chatur, for a deep dive into the strategy and experimentation that scaled one brand’s monthly ad spend from $100K to $1.5M in just four months. Sohail shares his transition from copywriting to managing large accounts, highlighting the importance of leveraging strengths, recognizing blind spots, and the role of creative diversity in scaling offers. They unpack the dynamics of remote team management, fostering a collaborative environment, and the significance of prioritizing tasks and ideas. Stay until the end to discover the creative experiment that scaled the account 15x.

Are VSLs dead? Definitely the ugly ones.In this episode of The Scaling Lab, Jairet Crum explores the evolving landscape of direct response funnels, focusing on the shift from VSLs to LTV-focused strategies. Using insights from a private Meta report, he unpacks the challenges and opportunities faced by VSLs as consumer habits change, emphasizing the importance of trust and transparency.Jairet provides insights into the decline of VSLs, the rise of alternative funnels(i.e., quiz pages, funnel pages), and the need for brands to diversify their strategies to enhance customer experience and long-term value.

In this podcast episode, Tried and True Media’s Jairet Crum reflects on the major performance marketing trends and challenges of 2025 and offers predictions for 2026. He explores the challenges faced by direct response affiliates and VSL marketers, emphasizing the need for creative authenticity and diversification. Jairet also breaks down the impact of AI on online advertising, the importance of creative strategy, and the top role agencies are hiring for in 2026. If you want to enter the new year with clarity while the rest of the industry is still guessing, this is the episode to queue up now.