💬 The $1M Text Strategy You’re Missing

Actionable Insights from Postscript’s Holiday Marketing Strategy

Adam Turner, CEO of Postscript, offers powerful SMS marketing strategies for holiday campaigns that can drive measurable growth. Here are the key takeaways entrepreneurs can apply:

• Strategic Timing and Consistency

  • Start Early: Sending promotional messages well before Black Friday spreads out decision-making for customers. For instance, Bare Performance Nutrition’s early text campaign generated $1M in revenue.

  • Maintain Momentum: Brands that keep sending texts consistently in December, matching November’s cadence, capture more value, even after Black Friday-Cyber Monday.

• Optimize Campaign Delivery

  • Unconventional Timing: Avoid peak send times (e.g., 11 AM PST) by targeting odd hours to stand out in inboxes.

  • Leverage Visuals: MMS messages outperform SMS by 186%, proving the power of engaging visuals in capturing attention.

• Incentives and Engagement

  • Bundled Discounts: Encourage higher purchases with tiered discounts that increase average order value.

  • Always Collect Opt-Ins: Keep website pop-ups live, even without offering discounts, as they triple opt-in rates during peak seasons.

• Mastering Attention and Differentiation

  • Use unique messaging, creative offers, and varied timings to capture attention. As Turner says, “The name of the game is attention.”

Early-stage startups can adopt consistent SMS campaigns with creative visuals and strategic timing, while established businesses can refine engagement strategies with data-driven performance metrics. Focus on early promotions, strong CTAs, and leveraging opt-ins for sustained engagement, ensuring holiday sales success beyond Black Friday.

Avoid ERC Errors and Optimize Your Business Finances

The IRS has issued guidance to help businesses avoid improper Employee Retention Credit (ERC) claims. Here’s how to stay compliant and protect your finances:

Avoiding ERC Claim Errors

• Check Eligibility: Claiming for all quarters or all employee wages is rare. Use the ERC Eligibility Checklist to confirm qualifications.

• Supply Chain Claims: Disruptions alone don’t qualify unless tied to specific government orders affecting suppliers. Refer to the 2023 legal memo for details.

• Partial Suspension: Only claim wages for periods of government-ordered suspensions, not entire quarters. Keep detailed payroll records to support claims.

Long-Term Strategies

1. Professional Advice: Avoid promoters making false promises like “nothing to lose.” Incorrect claims can lead to penalties, audits, or repayment.

2. Stay Updated: Regularly review IRS updates to remain compliant and maximize tax benefits.

3. Record Accuracy: Maintain payroll and eligibility documentation to streamline claims and safeguard against audits.

Takeaway

Implement robust bookkeeping systems, consult tax professionals, and proactively correct errors. These steps ensure compliance, optimize tax planning, and protect against financial risks.

Billy Howell: Turning Passion into a Culinary Empire

Billy Howell, founder of The Cajun Turkey Company, exemplifies how passion, innovation, and persistence can create a thriving business. From humble beginnings in his garage in 1994, where he cooked 600 turkeys using two pots, Billy transformed his love for Cajun cuisine into a company that has delivered over 1.8 million pounds of Cajun Fried Turkey across the U.S.

Key Strategies:

• Seizing Opportunities: Billy acted on a friend’s suggestion to sell his turkeys publicly, advertising in The Dallas Morning News. The overwhelming response validated his idea and spurred rapid growth.

• Scaling Through Innovation: Realizing the limitations of his garage, Billy expanded operations, leveraging his proprietary “Geaux Juice” to deliver uniquely flavorful products that set the company apart.

• Customer-Centric Approach: Responding to demand, he diversified offerings to include sauces, turducken, and sides, emphasizing quality and exceptional after-sales service.

Lessons:

Billy Howell, the founder of The Cajun Turkey Company, started his business with minimal resources but had a clear vision to scale it. He embraced innovation by creating a unique spice blend and focusing on producing distinctive products, which helped his brand stand out. As his business grew, he adapted and expanded by making strategic investments in facilities, partnerships, and marketing to transition from a local operation to a national brand.

Billy’s journey underscores the value of taking calculated risks, listening to customer feedback, and maintaining a relentless focus on quality. Entrepreneurs can draw inspiration from his bold moves and commitment to excellence, applying these principles to scale their ventures effectively.

Middleby Acquires Gorreri

The Middleby Corporation has acquired Gorreri Food Processing Technology, a leader in advanced baking equipment, to strengthen its food processing group. Gorreri brings innovative solutions like turbo mixers, ultrasonic portioning, and enrobing systems, generating $20 million annually.

Key Drivers Behind the Deal:

1. Market Expansion: Middleby gains access to Gorreri’s global network and cutting-edge $20M product portfolio.

2. Product Diversification: Adds complementary technologies to Middleby’s baked goods lineup.

3. Growth Synergies: Leverages Gorreri’s expertise and Middleby’s distribution network for mutual scaling.

Strategic Insights:

Aligning company missions is essential for successful acquisitions. Gorreri’s commitment to quality and innovation mirrors Middleby’s values, showcasing how shared philosophies create stronger synergies.

Scalable innovations often determine the timing of a deal. Middleby capitalized on Gorreri’s expanded facilities and advanced technology, demonstrating the importance of leveraging readiness for growth.

A customer-centric approach ensures lasting success. Gorreri’s robust after-sales services, such as training and technical support, enhance client satisfaction and build long-term relationships.

Lessons for Scaling:

• Explore Synergies: Seek partnerships or acquisitions that complement your strengths.

• Prioritize Due Diligence: Ensure alignment in values, growth potential, and customer strategies.

• Focus on Integration: Effective post-merger practices, such as leveraging expertise and infrastructure, are crucial.

This acquisition highlights the importance of strategic alignment, innovation, and scalability. Entrepreneurs can apply these principles by identifying growth opportunities, forming alliances, or expanding product lines, regardless of business size.