Want to live longer, feel sharper, and perform at your peak for decades? 

I’m here to guide you, sharing science-backed strategies to extend your healthspan. 

Without chasing fads or disrupting your busy life.

Here’s what you’ll discover through my content:

✅ Simple ways to boost your energy, focus, and resilience, tailored to your demanding schedule
✅ Evidence-based habits to optimize your healthspan, so you thrive well into the future
✅ Practical tips to integrate longevity practices, whether you’re traveling or leading high-stakes projects
✅ Inspiration to extend your productive years while feeling vibrant every day

No extreme biohacking or quick fixes here. Just straightforward, sustainable habits designed for your unique biology.

Here’s what others like you have achieved through applying my content:

"I went from afternoon slumps to all-day energy and sharper focus in just weeks." — Fabian L., Entrepreneur

"These strategies added hours to my day and made me feel years younger." — Thomas D., Psychologist

"The routines I adopted gave me more energy and clarity to crush it daily." — Robert S., Public Speaker & CEO

Ready to redefine aging and unlock your best self? Follow me for daily tips, insights, and inspiration to optimize your health and live a longer, fuller life.

Let’s make longevity your edge! 

Connect with me for the latest on longevity and peak performance optimization.

Alex K.

Helping DTC Brands Scale with High-Performance Ad Creative

I help DTC brands stop wasting ad spend and start scaling profitably with creative that actually converts.

I’ve worked with hundreds of health, wellness, and CPG brands across the UK and USA, helping them see:
✅ 60% decrease in CPA
✅ 30% increase in CTR
✅ Millions in extra revenue—without extra effort.

Some of the incredible brands I’ve partnered with:
👉 ALOHA
👉 CHOMPS
👉 Solawave
👉 Govee

When creative underperforms, scaling feels impossible—and I get it. That’s why I built a full-scale performance creative agency that uses real-time data to guide what ads your brand needs to drive real results.

Fraser Cottrell

Brands spend thousands on ads that die after one campaign.

Been running five formats for clients that don't expire. They just keep working.

1. VILLAIN VS HERO MINI VSL

Your product is the hero. The villain is the problem you're solving. Industry standard, bad habit, competitor weakness, whatever the actual problem is.

Mini VSL format walks people through why your product is the solution. Works because people respond to clear enemies and clear solutions.

2. FOUNDER STORY CREATIVE

Founder sits on camera and talks about why they decided to make the product. The journey from idea to where you are now.

Builds actual background around the brand. When you do this correctly, it runs forever. Always works because people connect with stories more than product specs.

3. CALLING CUSTOMERS FOUNDER VIDEO

Set up a phone and have your founder call your top customers to interview them live. Ask why they're still a customer and what they like about the product. Let them talk without interrupting.

Cut it together so it feels like a real testimonial instead of a scripted one. Comes across as genuine because it is genuine.

4. EVERGREEN OFFER STATICS

You need an offer that runs all year, not just during sales periods. Buy one get one, bundle pricing, percentage off. Whatever fits your model.

Then constantly make new static creatives for that offer throughout the year. Same offer, fresh creative executions.

5. EXPERT PODCAST AD

Expert gets interviewed by a host about the problem your product solves. Expert brings up your product as the recommended solution during the conversation.

Problem-solution positioning dressed up as a podcast format. Works because people trust experts talking naturally more than brands selling directly.

Five formats that don't expire. Test one this week instead of chasing whatever trending format just showed up on your feed.

Co-Founder @ Fraggell | Cut Your CPA By 30% In 60 Days With Our High-Performance Ad Creative | Leaf Shave, Aloha, Govee

Ad Styles

Over $158K spent on our ads for this client in the last 14 days.

Top 3 spenders in the account. Two of them are mashup ads using old content they already had sitting in their Google Drive.

There's so much money sitting in brands' Google Drives. It just needs the right people to piece it together.

One of the top performing video ads in the account for Sunday Swagger, a golf brand (and client of ours).

Literally just a braindead simple basic UGC with a decent hook, which leans heavily on the gifting angle because of the seasonality of this product. 

Slowing down a little bit in the new year, but it could very well pick up again around Father's Day because it's an EVERGREEN gifting style ad.

We very rarely specifically call out seasonality in gifting ads for that reason.

You make an ad that works well for "getting this for the man in your life,” and you can run it at different parts of the year. 

You don't need to completely change the ad when you can just dig it out again and make it live.

I spent years watching brands throw 50 variations of the same ad at the wall. Same creator, same format, same messaging with tiny tweaks.

And sooner than later you realise diversity means different formats hitting different people. 

UGC video for one segment, podcast-style for another, founder-led for a third. Different creators. Different angles. 

You're attracting NEW demographics instead of recycling the same eyeballs.

Testing structure is simpler than people make it:

Campaign 1: Testing. Force spend on new concepts so they actually get data.

Campaign 2: Scaling. Winners from testing compete with each other here.

Your tests don't get buried under current winners. They get real evaluation.

Production workflow starts with research BEFORE you write anything. 

Why are people buying? 
What's actually triggering the purchase? 

Answer that or you're guessing.

Then briefing, casting, locations, creation, editing. 

Test base variation plus 3-4 others. Iterate only if data shows promise. Otherwise kill it and move on.

And keep a lookout for these KPIs:

CPA - Profitable or not? If not, everything else is irrelevant.
CTR - Are you driving traffic off platform? That's the job.
CPM - Spending efficiently or bleeding budget?

Hook rate gets attention but it's not the core metric. Focus on what converts, not what gets eyeballs.

Hire an agency when you physically can't keep up anymore or you're done doing it yourself. Until then, keep creative internal with UGC creators or in-house talent.

Concept development needs inspiration beyond competitor ads. Print campaigns, films, essays, anything that makes you think differently.

Testing

These are two of the highest performing video ads in this account.

Which serves as proof that you don't need a super high hook rate to see high ROAS.

They’ve got an average hook rate on these, with the highest being 28%. For a lot of brands, that would be considered a poor hook rate, and they'd start iterating on the hook.

HOWEVER they’re both well over 3x ROAS.

As long as your hook is well targeted and well crafted, it doesn't necessarily matter how high that hook rate is. Just means we're getting the attention of the right people because we have a very profitable ad.

It’s clear that the rest of the ad resonates because otherwise people wouldn't be buying from it. Even though the hook rate isn't the best in the account, it's proof that the hook rate could be higher.

We'd probably look to iterate and change the hook to grab more attention and attract more people, making the ad grab way more purchases and scale further.

Your customers aren’t Googling anymore. They’re asking ChatGPT.

Here are 3 practical ways to increase traffic from ChatGPT & AI search 👇
(Brand owners: save this)

1. Understand your current AI visibility
AI traffic starts with awareness.

You need to know:
- Where (and if) your brand shows up
- What prompts you appear for
- Where competitors are winning instead

2. Fix your brand hygiene (this matters more than people think)
AI models rely on clean, structured signals.

At a minimum:
- Fix Merchant Centre & product feeds (titles, GTINs, variants, availability)
- Add clear shipping, returns, and warranty pages
- Create FAQs for every hero product

Boring work but high leverage.

3.  Spend time on Reddit
40% of AI answers pull from Reddit-style discussion data.

If people are asking about your category or brand:
- Monitor those threads
- Respond clearly and helpfully
- Use your brand name naturally
- This directly influences AI outputs.

Tracking prompts, competitors, Reddit, and site gaps by hand is slow and expensive.

We’ve started recommending Meridian 2.0 across our brands because it:
Monitors AI visibility

- Shows how AI describes your brand vs competitors
- Flags gaps and opportunities automatically

You can try it free or book a demo:
trymeridian.com

P.S. I’m giving away the first AI visibility tracker. This will show you your current AI visibility and how you’re ranking against your competitors. 

Comment “Meridian” and I’ll send it to you. 
And yes — I’m a partner.

Because:
AI SEO is becoming critical infrastructure for brands
I’ve seen firsthand how powerful this is when done right

I’ve tested thousands of hooks over the past few years. Some died in 48 hours. Some are still running 18 months later.

Here are 50 that actually stop the scroll and convert, organised by awareness stage, product category, and format type:

6 ad formats performing right now based on what we're seeing across client accounts:

1. Raw UGC for Gen Z audiences. 
Yappa girl style content that matches how they actually consume content on the feed. Not polished. Not scripted. Just real.

2. Mini VSLs with heavy education for older demographics. 
This has always worked in health and wellness. Still does. Older customers want to understand why something works before they buy.

3. Instagram story style statics. 
Image of someone holding the product with native Instagram text overlay talking about their experience. Has to look like an actual story, not a polished ad pretending to be a story. Text reads like "I've been trying XYZ for a week now and I feel so much better." Personal but native to the platform.

4. Founder ads in all capacity. 
Everyone wants authenticity right now. No better way to get it than the person who actually built the product talking about why they built it. People are tired of actors.

5. AI illustration statics paired with solid copy. 
We did a burger with a face on it. Clearly AI imagery works when the copy does the heavy lifting. You're not trying to trick anyone. Just using AI as a tool to grab attention while the messaging converts.

6. Demo callout hooks in UGC videos. 
"If you're looking to better yourself this January, try this." Always worked. Works particularly well in Q1 when people are in reset mode.

The through line on all of these is matching what your audience already consumes. 

Raw UGC works for younger audiences because it mirrors what they already watch. 

Mini VSLs work for older audiences because they want education before purchase. 

Instagram story statics work because they look native to the platform.

Stop trying to force formats that don't match how your customer actually scrolls.

Most e-commerce brands are burning 40%+ of their ad spend because their email platform is holding them back.

I've worked with 100+ DTC brands over the past few years. The ones absolutely crushing it aren't just good at ads, they're obsessed with what happens AFTER the click.

Here's what separates the winners from everyone else:

90% of brands I work with have basic email setups. 
Simple flows, basic automations. Many aren't even touching SMS. Why? Because it's easier to stick with what's "working" than deal with platform migration.

But here's the reality:
👉 Brands using SMS + email see 47.7% higher conversion rates
👉 Segmented campaigns drive 62.2% higher order rates
👉 70% of email revenue comes from automation, not manual campaigns
👉 Omnisend users average $68 return for every $1 spent

This is why I push people to use Omnisend. 

Unlike generic ESPs, it's built specifically for e-commerce. The SMS credits are bundled (saving $50-100/month), the Shopify integration is seamless, and their product picker eliminates hours of manual campaign building.

 "But switching platforms is a nightmare..."

Not anymore. Omnisend's kickstart service migrates your workflows, segments, and critical data while you focus on what you do best, running ads.

Bottom line: You can optimise ad creative all day, but if your follow-up game is weak, you're fighting with one hand tied behind your back.

January is the perfect time to fix your foundation before peak season hits.
Ready to stop leaving money on the table? Check out Omnisend's migration service:  https://lnkd.in/eSWHNTCu 

#ad

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The Battle

Alex K.

Fraser Cottrell

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taplio

The Battle

Alex K.

Fraser Cottrell

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Fraser Cottrell's LinkedIn Performance

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