The numbers
- Time frame: first 14 days
- Who did the work: me: it's my own brand
- 10%
- CTR on symptom-first Meta ads
- 14 days
- store, flows, ads and affiliates live
The situation
Myndr is my own brand, not a client engagement: a DTC brand for women in early perimenopause, built around the brain fog that comes with it. Before writing any ad copy I had to place the customer correctly. Pain-aware and symptom-aware are different conversations, and most of this customer is still symptom-aware: noticing something is off, not yet searching for a product to fix it.
What I did
- Wrote Meta ads that mirror the customer's own words back to her, “I can't remember words I've used my whole life,” instead of pitching a product, so she feels understood before she's asked to buy anything.
- Built a quiz funnel that picks up from that moment of recognition and walks her toward an answer, rather than dropping her on a product page.
- Launched the Shopify store with welcome, abandoned cart and post-purchase Klaviyo flows live from day one, and SEO-optimized blog content loaded before launch instead of left for later.
- Got approved on impact.com for affiliate tracking, applied to CJ, and submitted the brand to Thingtesting and Thingdrop for organic discovery.
- Ran the build on an AI stack: ChatGPT sourcing and drafting daily influencer outreach from my inbox, Claude running the website and landing page build start to finish, and Branva handling email builds, ad analysis and reporting.
The result
Symptom-first Meta ads are returning a 10% CTR, because the ad isn't asking her to buy yet, it's asking her to recognize herself. In the first 14 days: a live store, active email flows, SEO content live from day one, affiliate tracking approved, and the first paid ads and creator seeding out the door. Next test is a purchase-conversion angle running alongside the symptom-first one.