Kingfisher Ads

Google Ads & Marketing Analytics

Planiversity, LLC

Chief Marketing Officer

MotoMavens

Marketplace Manager Amazon & eBay

Punishment Racing

Business Owner

Air Products And Chemicals

Welder

Cole Muffler & Brake

Assistant Manager

Tim Croft

Tru Earth

Tru Earth offers a plastic-jug-free laundry detergent alternative in a revolutionary new strip form.
Helping save the planet, one small change at a time.

Co-Founder & CMO

My Passion Media Inc.

CMO for My Passion Media.  Oversee product development, paid media, content production, SEO, Social Media, marketing automation, funnel development and email marketing across all My Passion Media Properties. 

Brands including but not limited to Explore-mag.com, Canadiantraveller.com, Exploretheusa.com, InfoBarrel.com, Environment911.org, and Pawmanefin.com.

Canada Wide Media

Vice President of Content Marketing.

Responsible for online content strategies, lead generation and marketing funnels.

Vice President Content & Marketing

Hinzie Media Inc

Owner

Business Objects

Technical Support for Business Objects Enterprise.  Was on the Elite team supporting only top tier companies and their Business Intelligence solutions.

Technical Support Engineer

Ryan is the Co-Founder of Tru Earth

Purpose driven direct to  consumer brand builder.

Ryan has:

✅ Helped Grow Tru Earth to more than 160,000 active subscribing customers
✅ Together with Tru Earth's Changemakers, eliminated more than 165,000,000 plastic-containers from landfills..
✅ Donated more than 33,887,227 loads of laundry detergent to those in need.
✅ Grown multiple premium subscription boxes to multi-million dollar businesses.
✅ Written content has been read by more than 100,000,000 readers.

Connect: 
Facebook https://m.facebook.com/theryemckenzie/
Twitter: @RyeMcKenzie

About Tru Earth
Tru Earth® based in Vancouver, Canada is a leading eco-friendly household product company committed to eliminating plastic from landfills and oceans. At its core, you’ll discover that Tru Earth, is actually a movement (#TruEarthMovement™). The Tru Earth team joins more than a quarter million equally committed people in more than 50 countries to combat the 645 billion plastic household product containers dumped in landfills and oceans globally each year. 

Our customers are #TruChangeMakers™, disrupting the multi-billion-dollar household product industry, reducing carbon emissions by up to 94% and caring for the health of the planet and their families. 

Tru Earth’s suite of products and planned launches come with our pledge to provide #TruChangeMakers with laundry, bathroom and kitchen products they need to make a substantial impact on the health of our world. To do ourpart, we promise to match all first-time subscriptions by donating to families in need across the globe. Because at Tru Earth, we know many small hinges can swing very, very big doors.

Ryan Mckenzie

Nothing burned me out faster than waking up every day with a full schedule and zero direction.

But once I got clear on my values, burnout and confusion lost their hold on me.

Autonomy:

The ability to choose how I work and what I work on. It drives almost every decision I make.

Simplicity:

The discipline of removing excess. It’s my framework for clarity because complicated solutions usually hide risk, waste time, and cloud judgment.

Variety:

The need for new challenges. It keeps me engaged and motivated, which is why launching something new excites me more than hitting arbitrary revenue targets.

When I was 25, ego and early wins had me thinking I had it all figured out.

But when life took an unexpected turn and I ended up in a sales job, the crash humbled me and forced a reset. 

That moment made it clear: values, not ego or external validation, should guide my decisions in life.

If you’re a founder drifting or drained, try this straightforward approach to get aligned:

- Sit down and write out what truly drives you.
- Identify the conditions that make you excited to work and the things that drain you.
- Let your values guide every choice: the projects you take on, the people you bring in, and the opportunities you chase or decline.

Defining your values puts your decisions back on track and makes burnout powerless.

Co-Founder Tru Earth | Saving the planet, one strip at a time.

Your listicle isn’t converting because it never makes readers feel what’s at stake. 

Without triggering urgency, risk, or regret, they scroll past without taking any action.

These are the 6 rules that fix it:

Rule # 1 - Lead with a discovery:

Unless it’s a comparison post, your headline should promise something the reader doesn’t already know. 

Example: “Seven ways plastic water bottles are damaging your fertility.”

Rule # 2 - Start with a soft ball:

Lead with a believable first point. Cite studies, statistics, or expert opinions. 
This gives readers a foundation to trust your content.

Rule # 3 - Layer insights for impact:

Each subsequent point should provide new, valuable information. 

The reader should feel like they’re uncovering truths on their own, not being sold to.

Rule # 4 - Introduce the solution subtly:

Later points can naturally present your product as the solution. Make it feel like a natural extension of what the reader just learned.

Rule # 5 - Use confirmation bias:

People look for evidence that supports what they already believe. Back up your claims with studies, social proof, or expert quotes to make your listicle feel trustworthy.

Rule # 6 - Avoid exaggeration:

Hyperbolic claims can break trust. Stick to verifiable facts. Strong evidence often converts better than sensationalism.

By guiding readers through discovery and proof, listicles make your solution feel inevitable, driving more conversions.

For a deeper dive and examples you can use in your own campaigns, check out how we structure listicles that convert here:

li_at

JSESSIONID

Talks about #dtc, #ecommerce, #marketing, #marketingstrategy, and #ecommercemarketing

ryanmckenzie.com

Ryan McKenzie

The hardest punch I ever took in business was realizing how little money we were actually keeping.

Before you scale another dollar of revenue, understand this:

Old ads leaned heavily on targeting. But today, understanding psychology does the heavy lifting for you. 

This is how top brands are creating attention-grabbing ads.

Back in 2019, pre-iOS 14.5, targeting was so precise that even a simple image ad could perform well.

You didn’t need cinematic storytelling because algorithms did most of the work.

But now people swipe past boring ads instantly, and CPMs only reward the engagement. 

That’s why ads that grab attention, entertain, and keep viewers watching tend to get lower CPMs and better reach.

To stand out now:

- Start with the climax or result, then show the steps that led there to hook curiosity.

- Focus on pacing, chaos, and emotion.

- Entertain first, inform second.

The best ads today are mini-movies. 

They have to hold attention, evoke emotion, and make people want to see the story through.

Functional ads alone are struggling to compete.

Things that truly make you happy in life cost almost nothing:

- showing up for your kids’ hockey game
- staying healthy
- building meaningful relationships

With time, my definition of success has changed from owning the next car, house, or having a specific “number” in the bank to simply cherishing my autonomy in life and business. 

I’ve bought the expensive stuff in life. 

After the initial dopamine hit, it becomes maintenance, debt, or another liability, and you’re left chasing bigger “hits” just to feel the same rush.

I’ve finally come to the point where I only want enough capital working for me to cover my lifestyle. 

Everything else is just extra.

I never realized how dangerous it was to share my ideas too early.

I used to cling to every opinion, hoping for clarity, but ended up more scattered and drained than ever. 

Whether it be friends, families, or business associates, I needed someone to “sign off” on every single idea, sketch, or landing page. 

And pretty quickly, I noticed every conversation pulling me into decisions that didn’t align with my goals.

One cousin said it was too niche. 

A friend said it wouldn’t fly. 

My mom freaked out about the risk. 

I kept twisting my ideas around based on emotional feedback instead of real market signals. 

By chasing reassurance, I lost momentum before I’d even built anything.

I had to learn the hard way that the only feedback that matters comes from the people who will actually open their wallets. 

Not your family, friends, or anyone who’s just trying to be nice. 

Your real audience only cares if your product actually solves a problem for them.

So I started running small experiments by listening to early pushback, watching how buyers really acted, and then tweaking everything based on what stuck.

Now, this is a core principle for me in business: zip it, build, test, and validate with your market.

Great marketing dies if your ad and landing page aren’t in sync.

These 4 rules will help you choose a money printing landing page:

AI should not be a threat to you as a performance marketer. 

It’s only exposing who actually understands buyer psychology and who was just guessing before.

Right now, the real value of AI is in research and automation.

I use it to take the repetitive stuff off my plate and speed up my workflow.

It helps me spin up multiple script versions, assemble B-roll, and even plug in virtual models so I can test more ideas in less time.

The outputs still need tweaks, but the leverage is huge. It lets smaller teams move like big agencies.

Once the grunt work is out of the way, you can focus on what actually makes a creative win: the storytelling, pacing, and emotional payoff.

Let AI carry the mechanics so you can focus on the thinking.

The most common growth bottleneck is sending all traffic straight to the PDP.

You're limiting yourself to people who are already ready to buy or compare products. 

That works to a point, BUT you're cutting off every new audience that doesn't know your product exists yet.

If someone lands on a PDP with no context, all they see is a product and a price. 

There's no curiosity. No excitement or reason to care.

You can't take someone from excitement to logic to overcoming objections when you skip straight to logic.

You need a hook that makes them curious about the solution before you show them the product.

Otherwise, you're just jamming a price in their face and hoping they're already convinced.

That's not a funnel. 

That's a filter for people who were going to buy anyway.

I didn’t realize it at the time, but chasing entrepreneurship was my way of filling a gap I grew up with.

And I see many young entrepreneurs doing the same. “I didn’t have this growing up, so I need to be successful to finally have it.”

That “it” usually turns out to be material: a house, a car, the validation you think will finally make it all feel worth it.

Ask someone to describe their dream life if money didn’t matter, and most will list what they want to have or buy, not how they really want to live that life.

You don’t see this hedonic trap until you start getting the things you once dreamed about.

The high fades, and you start chasing bigger wins just to feel the same dopamine rush.

Then it hits you that real success is having the freedom to spend your time how you want, doing what you love, without being trapped by your own success.

Maybe that’s what freedom really is.

If I had to rebuild Tru Earth to 8 figures from scratch, I’d ONLY use these 3 tools. 

1. Shopify

Everything your customer experiences, from landing page to checkout, happens on Shopify.

If your traffic won’t convert on the storefront, that’s your signal to fix fundamentals before adding more apps, automations, or growth hacks.

2. Klaviyo

This will stabilize cash flow and expand margins.
Email and SMS will always outperform any “growth hack” or paid tool in terms of ROI.

If you’re not maximizing revenue from the customers you already have, adding more tools just means you’re burning money faster.
3. A one-click upsell app

This is your AOV unlock and scale enabler.

Even a modest lift in AOV can transform your acquisition strategy and make paid traffic more forgiving, so you can make scaling less risky for your business. 

But I’ve seen founders do the total opposite. 

They’ll:

- Spend $700/month on segmentation tools before fixing their offer.
- Pay $499/month for an AI CRO assistant before testing their product page.
- Install 4 attribution tools before improving their creative quality.

It’s complexity disguised as progress.

Before adding another tool, ask yourself:

“Is this solving a real bottleneck in my business, or am I hoping it covers up a weak one?”

90% of the time, you’re better off taking that money and reinvesting it into better:

- Product
- Customer feedback loops
- Creative testing
- Email flows

Beyond Shopify, Klaviyo, and a one-click upsell app, every other tool is optional until your fundamentals demand it.

I’ve built my brand to $150M+ in revenue and learned one thing the hard way: 

If you want predictable scaling, optimize the ENTIRE funnel.

1. The Hook:

Make sure you execute your hooks properly.

I’ve tested multiple hooks around the same creative theme and seen CPCs swing from $4 → $1 just because of different hook execution.

2. The Offer: 

Even a winning hook can’t compensate for a weak offer.

That’s why it’s best to test:

- Value props
- AOV thresholds
- Bundles
- Pricing
- Urgency

3. Audience Relevance: 

Match your creative messaging to their awareness level.

Test personas, angles, and emotional frames to figure out what actually resonates with your target audience. 

4. Audience Retention:

A click means nothing if your viewer bounces after three seconds.

Track completion rates, story structure, and comment quality to make sure my attention retention is also good.

Scaling only works when you get every part of your funnel right.

Your hook, offer, audience relevance, and attention retention all need to work together.

Miss one, and you’re going to feel it in every metric.

You can cut your CPC in half by pivoting to a niche listicle landing page. 
The riches are in the niches.

Take hair products. 

African-American women need different products than Asian women or white women with blonde hair. Different textures, different problems, different objections.

Generic psychological tricks in copy won’t work here, but a niche-specific listicle targeting micro audiences will definitely convert.

- You swap out the top 3 points of your listicle for a different niche. 

- Change a few images. 

- Update the testimonials. 

Your designer doesn't need a week because you can crank it out in hours.

You don't even need a video in your ads. The entire customer journey happens inside the listicle. 

You prime them, address objections, build trust, and send them to PDP ready to buy.

When ad costs go crazy, listicles let you pivot to cheaper, more targeted audiences without rebuilding your entire funnel.

Check out how we build high-converting listicles for our clients here: https://lnkd.in/gxrfWz5D

Listicles are Ad Spend Insurance when CPMs spike, they keep your CAC stable

I’ve burned more money than I care to admit testing this.

The top landing page conversion killers:

You can get your Canadian operation live in as little as 2 weeks.

I’ve seen that many successful U.S. DTC brands hesitate to expand into the Canadian market, assuming it means paperwork, customs delays, and slow shipping.

That’s why we built Breakthrough Fulfillment to make expanding into Canada a two-week decision and handle everything you need to get up and running.

We simplify the entire process by:

- Taking the hassle out of cross-border logistics. We handle imports and fulfillment from start to finish.
- Getting your products to major Canadian cities the next day, keeping customers happy, and your carts full.
- Navigating compliance, taxes, and paperwork effortlessly with our expert guidance.
- Skipping the middleman. Work directly with decision-makers for fast answers and smooth operations.

We’ll have you live in Canada within two weeks, ready to test, scale, and start selling without the usual slowdown.

See how we’re helping U.S. brands launch and grow faster across the border:

Open article: Cut Shipping Costs by 68% and Get Next-Day Delivery Across Canada | Premier 3PL Services by www.breakthrough.studio

Cut Shipping Costs by 68% and Get Next-Day Delivery Across Canada | Premier 3PL Services

Canada is one of the easiest markets to expand into right now:

- Cheaper ad costs
- Less competition 
- Consumers who aren’t numb to marketing yet

The challenge for most brands comes from shipping, paperwork, and compliance, which can really hold them back.

There’s a 3PL in Vancouver that makes all of that hassle easy.

- Overnight shipping to major Canadian cities
- Daily drops to Washington → straight into USPS
- Help with paperwork & compliance
- No more packing orders yourself

It’s ideal for brands ready to expand into Canada or anyone who wants fulfillment handled without the stress.

This is the 3PL that removes all the friction of expanding into Canada:

www.breakthrough.studio

For ecom founders spending $50K+ a month on Meta and looking to scale from $1M to $10M+:

I’m taking on 1 more brand for hands-on ad guidance + growth strategy.

I’ll be working directly with you in our weekly hour-long sessions (bi-weekly if needed) to:

- Review your campaigns and troubleshoot what’s not working
- Optimize creative, targeting, and funnel structure for higher ROI
- Build a clear roadmap for scaling ad spend without wasting money

If this sounds like it could help, DM me and we’ll see if it’s a fit.

One offhand comment from a friend completely rewired how I scaled True Earth to 8 figures. 

I realized I'd been doing it backwards.

Two words from my friend completely changed the way I built Tru Earth.

It took me years to realize it’s not worth suffering through the process for a finish line that might never come.

We’re wired to think, I’ll be happy when...

I graduate.
I get a job.
I get a partner.
I buy a house.
The kids move out.

Chasing milestones is natural, but the things you think will bring happiness often become the liabilities that limit your peace.

At the peak, I had it all on paper, business was ripping, condo and house were secured, and I had an expensive car lease.

But when money dried up suddenly, all those “luxuries” were liabilities that weighed me down. 

I realized the less you’re tethered by dopamine traps, the easier it is to actually be at peace.

I definitely believe in having goals, but chasing them at the cost of the present is a trap.

Ask any ultra-wealthy entrepreneur, and most would trade it all to go back 10 years and enjoy life as it was.

If you want to:

- Create listicle landing pages that actually convert for your ecom brand
- Use the exact blueprint I follow to drive sales
- Grab proven listicle templates for inspiration
- Multiply sales from a single high-converting page

Check it out here:

Switching email platforms before BFCM is the digital equivalent of moving into a new house the week before Thanksgiving. 

Boxes everywhere. You don’t know where anything goes, and you’re supposed to host the biggest dinner of the year.

But if your current platform is slow, clunky, or automations fail at the worst time, those headaches will only multiply at the worst time. 

The difficult part is switching your current email platform while making sure nothing breaks along the way. 

The risk that something critical may not carry over trips most people up.

But with Omnisend, for accounts $250+/mo, a migration partner walks you through moving automations, templates, and flows, so you’re not left troubleshooting alone at 11pm. 

And beyond the white-glove migration...

- It’s 33% more cost-efficient than Klaviyo
- Delivers an industry-best $68 ROI for every $1 spent
- Trusted by 150,000 brands and rated 4.8 on Shopify

You can roll your automations, templates, and flow over before BFCM without burning the midnight oil.

Check this out: https://lnkd.in/gem4se2W

And grab 30% off your first 3 months with code: BFCM-2025.

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The Battle

Tim Croft

Ryan Mckenzie

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The Battle

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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);}Ryan Mckenzie's LinkedIn Performance

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