How to turn on spend without burning it, and how to sequence a launch that doesn't waste the moment.
Paid advertising amplifies what's already working — it does not fix a weak product, a confusing store, or content that isn't converting organically first. Get the sequence right and paid spend becomes the accelerant. Get it backwards and it's the fastest way to lose money on a brand that might have actually worked.
Inside, you'll get working checklists for:
- Pre-launch sequencing
- Launch day & launch week execution
- Meta & TikTok ads fundamentals
- Understanding your core ad metrics (CAC, AOV, ROAS, LTV)
- Influencer & creator partnerships for growth
9 pages. Instant digital download (PDF). Working document, not a one-time read.
Operator-Built · Real Numbers · Not Theory
Book four of six in the E-Commerce Playbook
Instant digital download (PDF). By Anya Johnson.
Work through it at your own pace.
Ready for more than the book can give you?
Follow along on Instagram — @theanyajohnson (personal) and @freedombyanyajohnson (Freedom by Anya Johnson).
And when you want real accountability, not just a plan on paper, book your 1:1 call with Anya and take this to the next stage.
— The two-question filter for choosing what's actually worth building in it.
— Turn your windows into an actual weekly plan, with the scripts to protect them when someone tries to take them back.