Special Ops

Can AI reshape regulatory enforcement in the supplement industry? Emma Rainville and Ryan Poteet of Gordon Reese dive deep into how automation tools may revolutionize how the FTC and FDA monitor marketing claims, labeling, and deceptive advertising. 

They tackle the misconception that the current administration's stance will lead to deregulation, warning that every action today may have future consequences as AI tools streamline regulatory oversight. A quick must-listen for founders and marketers, not just in the supplement space, but for every marketer who wants to stay compliant.

This episode is packed with strategic insights to f...

Is your marketing execution as strong as your strategy?

In this episode of the Special Ops podcast, Emma Rainville pulls back the curtain on the unsung hero of her company's success—Saka, the Director of Marketing Operations. Broadcasting from a studio in London with her team, Emma delves into how marketing operations are the backbone of effective execution. 

Saka, hailing from Mauritius, shares his experience-driven insights on turning vision into action through strategic project management. Learn the critical steps to avoid dropping the balls on your operations, how to manage cross-functional teams, and...

Are your direct response marketing tactics compliant with the FTC's latest standards? As the Federal Trade Commission tightens its grip on mainstream performance marketers, many strategies that have scaled brands to millions could soon be ruled as deceptive.

In this hard-hitting episode of Marketing on Trial, Ryan Poteet of Gordon Reese and Emma dissect these changes, offering a no-holds-barred look at what's about to change in 2025. Learn how to navigate new regulations on income, health claims, and testimonials, and discover actionable steps to keep your marketing both effective and lawful.

This one is a must...

How do high-level business operations make critical decisions quickly and effectively?

This week on the Special Ops podcast, Emma is joined by her ever-reliable Operations duo, Richard and Saka. They’ve gathered together in London for an in-depth discussion about decision-making in high-pressure scenarios.

They share their personal processes for rapidly evaluating choices, weighing outcomes, and leveraging team expertise. From marketing dilemmas to operational crises, they delve into the importance of practice, tangible planning, and using downtime to prepare for future challenges.

If you want tactical insights on...

Can your clever marketing copy land you in legal trouble? In today's episode, Emma Rainville and FTC compliance attorney Ryan Poteet explore the fine line between persuasive advertising and deceptive marketing. 

Learn how one sentence in your copy could be the difference between scaling to seven figures and facing a multi million-dollar fine. 

The discussion covers the FTC's definition of deceptive advertising, examples of risky marketing tactics, and how to craft compliant but compelling copy. 

Don't miss their free Smart Ad Compliance Checklist - download it from the Visionary Vault to ensure your mar...

When launching funnels, we tend to obsess over what the customer sees. But what they don’t see is the background, where things break, lawsuits start, or revenue quietly disappears. In this episode, I’m sitting down with Richard, Shockwave’s Chief Marketing Officer and the guy who double-checks every switch behind every campaign before it goes live. We’ll unpack the overlooked world of funnel infrastructure: policies, payment flows, affiliate setups, legal compliance, and QA protocols that most marketers ignore—until it’s too late. We aren’t talking about just fixing problems. It’s about designing launches to work under pr...

Is your influencer marketing compliant with FTC regulations? In this tactical episode, Emma Rainville and Ryan Poteet of Gordon Reese dissect the critical compliance missteps that could be putting your brand at risk. Discover how to navigate the FTC's Trade Regulation Rule on consumer reviews, endorsements, and testimonials, while integrating effective strategies to ensure your influencer partnerships are transparent and legally sound. With real-world examples and actionable steps, they unveil a straightforward path to aligning your influencer marketing with legal standards. Don’t miss out on the Influencer Compliance Checklist, available in the Visionary Vault—your definitive guide to flaw...

In this special episode of Special Ops, Emma sits down with Richard and Saka in London to discuss the operational strategies that have propelled Shockwave's international success. They delve into the intricacies of team building, communication, and the importance of purposely slowing down to speed up and avoid costly mistakes. How deliberate can operational planning be, coupled with understanding individual team dynamics, and how can it all lead to seamless collaboration and higher productivity. Check out actionable insights and strategies to help you manage your own global teams more effectively.

The team reveals how proactive communication and...

The Special Ops Podcast is launching a new spinoff show! Join host Emma Rainville opposite Ryan Poteet from Gordon Reese as they delve into FTC compliance for direct response marketers, online sellers, and e-commerce brands.

Deceptive advertising has cost businesses over $5 billion in recent years, and many marketers don't even know they're at risk. In this debut episode of 'Marketing On Trial,' they discuss common misconceptions about compliance, the magnitude of FTC fines for deceptive advertising, and how to avoid being the next target. 

Discover the most common misconceptions around FTC regulations, actionable insights o...

If you’ve been following this 3-part arc with Yara, you know we’ve been hammering home the same critical idea from every angle: Ops and Marketing must align, or you bleed money.

In today’s final conversation, we dive into the cultural and leadership side of the problem— including some painful lessons around toxic teams and the communication breakdowns that plague scaling businesses.

This is the final episode in our deep dive with Yara Golden on the great divide between Marketing and Ops. You’ve heard the strategy. You’ve heard the process. Today, we tackle th...

What if the real reason people say “no” to your offer has nothing to do with your product, but how you're presenting it? Nick Verge, copywriting and marketing psychology expert, is back, and today we’re unpacking why customers hesitate even when they need what you’re selling. 

Nick walks us through the psychology of objections, showing how a “no” is often just a disguised “not yet.” We dive into how to disarm resistance using copy that speaks directly to your customer’s fears, identity, and future vision. From micro commitments and open loops to empathy-driven persuasion and smart future pa...

Are your marketing and operations teams speaking different languages? If your marketing team is constantly over-promising while your operations team struggles to deliver, you may be facing a hidden problem that could cost your business big. The disconnect between these two departments creates inefficiency and quietly undermines your efforts to scale your business. 

In this episode, Yara Golden returns to discuss how marketing and operations can align to drive business success. We examine how marketing tends to operate in a creative, idea-driven environment, while the operations team excels in execution and tangible results. Understanding t...

Are you charging less than you’re worth? In today’s episode, I’m hosting Robin Waite, an author, business coach, and the founder of Fearless Business, to discuss the importance of pricing for your business success. Robin breaks down the mistakes most entrepreneurs make when setting prices and how those errors can significantly hurt their profitability. 

You’ll learn how to avoid underpricing your services and why understanding your business’s financials is key to building a sustainable and profitable business. Robin also highlights why customer retention is just as important as acquisition when it comes to boosting...

Are you pouring money and effort into marketing challenges that just aren't converting? Your challenge structure could be the real problem. I’m joined by Mikhail Kuznetsov, an expert in high-ticket offers and challenge marketing. He reveals the hidden operational mistakes that may be quietly sabotaging your sales. 

Mikhail explains how to use strategic pre-challenge tactics and precise communication systems to drive massive conversion rates. He shares the exact cadence formula for successful challenges and demonstrates how orchestrating perfect harmony between marketing, ops, and customer support creates a winning pitch. 

Want to doub...

Are your teams just getting by or thriving under true leadership? Today, I sit down with leadership expert Andy Neillie to discuss why leadership always trumps management. Andy, who has spent years working with teams around the world, shares invaluable insights on transforming managers into high-performing leaders. 

We explore different leadership styles, discuss the importance of being kind versus nice, and how to handle tough conversations without damaging trust. 

Andy's years of experience, along with the strategies he’s developed, will help you improve your leadership skil...

Are you struggling with low conversions despite having a great product? Your messaging—not your offer—could be the real problem. In today’s episode, marketing psychology expert Nick Verge reveals the hidden psychological mistake that’s quietly costing you sales and how fixing it could double your revenue overnight.

Nick breaks down how top brands use deep psychological triggers to connect with customers on a subconscious level, driving massive action. He dives into the complexity of consumer psychology and demonstrates how you can craft messages that truly resonate with your audience, beyond just selling a product.

Wan...

Hiring the right people isn’t just about finding someone smart or a great team player. It’s about putting the right person in the right role. Too many businesses make the critical mistake of mixing creatives and operators, expecting them to thrive without a proper structure. That often leads to chaos.

So today, I sit down with messaging and leadership expert Yara Golden to unpack why marketing and operations teams often find themselves at odds and, more importantly, how to fix it. We dive into real-world examples of misalignment and how a lack of clear roles and...

Too many entrepreneurs start a business for freedom, only to find themselves stuck in endless work, unable to step away without everything falling apart. If that sounds familiar, this episode is for you. I sit down with James P. Friel, business consultant and CEO of FG Ventures, to break down how to build self-managed teams.

James shares the exact Business Freedom Formula that transformed his career and helped countless entrepreneurs scale their businesses while working less. We dive into the power of delegation, systemization, and agile leadership, so you can build a team that runs smoothly—even wh...

Most businesses obsess over customer acquisition but neglect what happens next. If you think a sale is the finish line, you’re leaving money on the table. Today, I am chatting with Mark Stern, founder of Custom Box Agency, to explore how strategic experience design can transform your onboarding, improve retention, and turn customers into loyal advocates. 

Mark shares his journey from corporate consulting to entrepreneurship and why a broken onboarding experience inspired him to launch his company. He reveals the psychology behind customer engagement, how to gamify the onboarding process, and why a ble...

Are you managing your business costs effectively? Mastering cost management could be the key to driving your company's profitability. So, in today’s episode, we guide you through a tactical approach that turns every dollar into a stepping stone for growth.

You’ll discover how strategic financial analysis can transform the way you manage cash flow. We will unpack the challenges of balancing expenses with growth, offering actionable insights on how to budget, renegotiate contracts, and eliminate wasteful costs.

You’ll also learn why cost accounting isn’t just about tracking dollars in and out b...

If your competitors are answering the phone faster than you, they’re taking your business! Studies show that responding to a lead within five minutes makes them 100 times more likely to convert—yet most businesses take hours if not days.

In this episode, we dive into lead response mastery, showing you how to optimize your sales process, engage potential customers immediately, and ensure you’re the first (and best) option they choose. 

We’ll walk you through key strategies, from leveraging automation and AI to hiring low-cost offshore team members who can engage leads in real time...

Bad data leads to bad decisions—period. If you’re not tracking the right numbers (or worse, not tracking them at all), you’re flying blind and burning money in the process. In today’s episode, we share just a systematic approach to tracking the right data and making moves based on what actually works.

We get into why most businesses measure CLTV the wrong way and how the order in which customers see your products directly impacts how much they spend. We talk about email marketing and share practical strategies, such as offering incentives and intentional engageme...

What does it take to go from having no systems to running a thriving agency in a year? We sit down with Chris Encarnacion to uncover his incredible journey. A year ago, Chris was just figuring out the basics. Today, he's running multiple VSL productions across cities with a strong team that has transformed his business—and his life. 

From brutal work hours to building a dream team and saying no to misaligned clients, Chris shares how he went from burnout to mastery. Chris explains the value of relentless hustle and learning from failure, but here’s the t...

If you've ever struggled with navigating payment processing, reducing fees, or avoiding pitfalls like chargebacks or frozen funds, this conversation is a must-listen. We're sharing hard-earned insights and proven strategies to help you keep your merchant accounts healthy and your profits flowing. 

We break down the essentials every business owner needs to know about merchant accounts and share tips for preparing your business to handle growth without scaring off your payment processors.

You'll learn how to communicate effectively with brokers and processors to prevent surprises and stay ahead of the game. Plus, we dig into t...

Are you living optimally? What if the key to reaching your peak performance lies in something as simple as minerals? Barton Scott, a chemical engineer and founder of Upgraded Formulas, joins us to share his compelling journey from personal tragedy to pioneering breakthroughs in health optimization. 

You’ll hear the pivotal story of how a preventable loss reshaped his mission and led to a revolutionary approach to wellness—one that focuses on actionable steps, accurate testing, and building sustainable health from the inside out.

Barton explains how mineral deficiencies are often the hidden culprits behind many...

Since February 2020, consumer prices have surged by an unprecedented 21.2%—a sharp contrast to the 18.9% increase over the entire decade from 2010 to 2019. Today, we’ll focus on this spike in inflation, its financial strain on your business, and the urgent need for strategies to protect profitability amidst rising costs.

We’ll cover seven essential strategies for inflation-proofing your business and explore practical ways to protect your margins without losing customers. We'll also discuss the value of optimizing your supply chain and why AI can be your best friend in streamlining operations.

Plus, we’ll share the inspirin...

Are you prepared for the regulatory shifts in 2025? Ryan Poteet of Gordon Rees Scully Mansukhani joins today’s episode to break down the upcoming FTC and FDA changes that every advertiser and e-commerce entrepreneur needs to know. 

Ryan shares his invaluable insights as a partner at one of the nation’s leading advertising and e-commerce law firms. From subscription billing transparency to truth-in-advertising mandates, we discuss the rules that could save your business from hefty fines or legal battles. 

And that’s not all—Ryan also reveals insider tips on monitoring affiliate claims, performing compliance audits, an...

Many marketers may spend heavily on advertising but fail to identify the audience that will bring them the highest ROI. Consequently, businesses end up spending more to serve low-value customers, making scaling difficult. Eliminating the wrong customers can prevent losses and increase profitability. 

In this week’s episode, we explore the critical importance of targeting the right audience for your e-commerce business and discuss how to build a detailed customer avatar by understanding the emotional and social needs of your best customers. 

You’ll learn how to refine your marketing strategies, identify high-value customers, and create...

Many marketers focus only on their product's benefits and ignore the risks that potential customers consider, including money, time, and energy. By reducing these risks, marketers can build trust and make offers more appealing, which increases conversions. 

The quarter-billion-dollar webinar man, Jason Fladlien, joins us today as we explore risk reversal in marketing. He introduces innovative ways to mitigate risks, explaining how even capping potential outcomes can build trust and drive conversions. 

Jason explains how he operationalizes risk reversal through practical strategies like conditional coaching, offering you an insider look at turning bold promises into re...

Strategic planning doesn’t have to be overwhelming or reactive. In today’s episode, I’m walking you through the WAVE System—a proven method to help you achieve clarity, align your team, and crush your 2025 goals. 

You’ll learn how to craft a 10-year vision that aligns with your life, turn goals into actionable commitments, and stay focused on what matters most. We’ll explore how to build a values-driven team and execute a clear plan to achieve tangible results—all while avoiding common entrepreneurial pitfalls.

Tune in now, and let’s build the roadmap that will...

Year-end budget evaluations are an instrumental tool for achieving sustainable growth and financial stability. In today’s episode, I provide a step-by-step guide to financial evaluations, including patterns in revenue streams and expenses. I also highlight the need to calculate ROI for major expenses to ensure resources are allocated to activities that drive maximum returns.

You’ll learn how to set SMART financial goals for 2025 and discover strategies for creating monthly budget monitoring systems. I share common pitfalls to avoid, such as ignoring small recurring expenses and failing to adjust budgets based on real-world outcomes. 

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Bonuses are more than extra cash; they reflect how much a company values and motivates its team members. Today, we explore bonus structures and their impact on team morale, loyalty, and productivity. From holiday bonuses as gestures of goodwill to performance bonuses tied to measurable achievements, we explore how different types of rewards drive results. 

You’ll learn about performance-based bonuses that motivate employees to deliver results consistently and how end-of-year bonuses can foster a sense of belonging. 

We highlight strategies for hybrid bonus models and why effective communication and...

Profit margins are essential KPIs because they reveal a business's financial health. By optimizing profit margins, businesses improve cash flow, make informed financial decisions, and ensure sustainable growth. Today, we’re diving into profit-boosting strategies that every visionary entrepreneur should know. 

We’ll break down how understanding and improving profit margins is essential to business success, with a focus on knowing where each dollar is spent. You'll gain insights into analyzing KPIs, streamlining tech stacks, and cutting redundant software costs that can quietly eat into profits. 

We’ll explore how cust...

Many entrepreneurs feel stuck after reaching the seven-figure milestone in their business. Hitting that milestone is a huge accomplishment, but we know staying stuck at a plateau isn’t uncommon. The good news is you can break through to the next level of growth if you know the pitfalls to avoid.

In today’s episode, we’ll explore the common mistakes that entrepreneurs make that cause their successful businesses to stagnate. We will also highlight how people development and effective communication channels support your growing business.

Ready to break throug...

Today, we tackle a bold move that every entrepreneur should consider: firing yourself as the CEO. Many founders unknowingly become the bottleneck in their own businesses, stalling growth and exhausting themselves in the process. By trying to handle every decision, from marketing to product development, you may be limiting your company’s potential. 

We’ll explore why letting go of control is the key to true growth, how you can begin delegating responsibilities effectively, and the importance of building a strong operations team. We also share real-world examples of businesses that turned their performance around after making this...

Business partnerships often fail because of unclear roles and unspoken expectations. Without defined responsibilities, tension and misunderstandings build up quickly. Today, we’ll explore how clear communication and role definition can save your partnership from falling apart and set the stage for long-term success.

We will outline the essentials of building successful business partnerships and discuss the common pitfalls that lead many partnerships to fail.

With real-life examples and insights from partnerships that both thrived and faltered, this episode equips you with the to...

We sat down with legendary marketer Perry Belcher, also known as the "godfather of marketing," to discuss why direct response marketing appears to be dwindling. Perry shares profound insights on the evolution of direct response marketing, highlighting its challenges in today’s information-saturated world.

Our conversation also touches on the psychological barriers that prevent people from acting on readily available information. 

Perry anticipates future trends, like the growing importance of influencer marketing, AI integration with robotics, and the impact of an aging population (silver tsunami).

T...

Many business owners underestimate the complexities of exit deals and make mistakes that lead to reduced sale value, unfavorable terms, and financial challenges post-exit. We sit down with Kasim Aslam, founder and CEO of Solutions 8, to unpack the hard truths behind selling a business.

We dig into asset purchase agreements, where Kasim emphasizes getting all important details in plain language within the contract. We also talk about the intense due diligence process that buyers use to exhaust sellers. 

Time and again, entrepreneurs underestimate t...

Political ad spending is set to skyrocket to $2.64 billion this election year, a 28% increase from the previous election cycle. As businesses struggle to compete for attention in a media landscape flooded with campaign ads, how can you protect your social media ROI and stay ahead? 

Today, we explore the impact that political campaigns have on your marketing budget. We offer actionable strategies to help you navigate this season’s ad spend challenges and optimize your marketing efforts. 

You’ll learn how to leverage your own channels, create...

Welcome to Special Ops, the tactical business podcast designed to help you grow your company through action, not words.

Hosted by seasoned entrepreneurs Emma Rainville and Travis Gomez, co-founders of Shockwave Solutions.

In each episode, Travis and Emma share strategies they’ve used in their businesses to overcome revenue growth challenges, increase profit margins, and build leadership teams that run day-to-day business operations without you, as the CEO/founder, getting involved.

Each episode is designed around a free downloadable playbook to help you execute, which you can do...