proudthreeleggeddog

Ah—I've been waiting for this one.

We have to start here: we're three idiots. We're like the three stooges.

There were so many costs associated with that campaign that we had NO idea we needed to account for. The short of it is that, by the time we were unprofitable, the ad had scaled to $2,400/day ad spend. It ran, maybe, five days too long. Our unprofitability was a combination of increasing ad spend without realizing: envelope costs, employee costs, interest on loans to be able to run at that scale, ink, paper, etc. Just oust our tech stack now—zapier, our ESP, etc—at this scale costs $700 a month.

In the end, after the campaign postmortem, all we had to do was shut it off five days earlier and we would've come out the other side happy as clams.

But we learned a lot along the way and are excited for the future! We have an enormous email list and buyers all over the world.

Yes, it’s on my plan google doc right after “win lottery” and “eat less trash food”

I love hearing this. I wish we were slightly less in debt, but I like hearing it all the same! (:

This is legitimately something I would love to do. Now...if only musicians got health care...

I wrote about that in our letter. I'm not sure. It actually freaks me out. We have people email us their life stories every single day. Traumas, deaths, fears about this and that, and I want to talk to every single one of them. But there are enough these days where I just can't or I'd be doing it every day, all the time.

I hope I can just do my best. That's my real answer.

I'd be happy with that.