🧱 1. Start with a Solid Creative BriefThe brief is your foundation: it's how you guide creators without scripting them.Include:Brand values & toneKey product benefits or differentiatorsTarget audience infoExamples of content you love (optional)🗣️ Think of it like pitching your brand to a friend. What makes it great? Why does it matter? That’s what you want to share with the creator.Don’t force content from creators who aren’t into your brand it shows.If they test it and don’t love it: thank them, move on.Authenticity drives conversions. Audiences can sense forced promotions (aka “used car sales vibes”).Tell creators what to say, not how to say it.Avoid:Word-for-word scriptsRobotic messagingEncourage:Creator’s own tone and deliveryPersonal storytelling or product experienceIntegration into their natural content style🎨 Let creators do what they do best be creative. Just guide the direction.You don’t need to choose between alignment and authenticity you need both:Your job: provide the what (message).Their job: deliver the how (voice).The result is content that feels:TrustworthyOn-brandConversion-friendly✅ Use a concise but passionate brief✅ Only work with creators who genuinely like your product✅ Give guidelines, not scripts✅ Let creators speak in their own authentic voice✅ Focus on collaboration, not controlLet me know if you want a branded creator briefing template or email outline to send to influencers!❤️ 2. Make Sure the Creator Genuinely Likes the Product🛤️ 3. Set Guardrails, Not Scripts🧩 4. Strike the Balance: Brand Message + Creator Voice✅ Summary Checklist
🎯 Short Answer: Focus on ConversionsThe ultimate goal of most ad campaigns is sales or leads.So your #1 priority metric = conversions.All other metrics are secondary they help you understand why something is or isn’t converting.Conversions (purchases, leads)Cost per conversion (how much you're paying for each sale or lead)These are the only stats that actually move the business forward.Soft stats help you evaluate how well your ad content is performing socially:CTR (Click-Through Rate) – Are people clicking your ad?CPC (Cost Per Click) – How much are those clicks costing you?CPM (Cost per Thousand Impressions) – Are you reaching people efficiently?Frequency – How often is the same person seeing the ad?Soft stats help diagnose issues with the ad creative, but they don’t tell you if it’s driving revenue.High CTR, no conversions?→ Ad is grabbing attention, but landing page may be the problem.→ Install tools like Hotjar or Microsoft Clarity to analyze user behavior on-site.Low CTR?→ Your creative might not be strong or relevant enough.Running ads = only 20% of the battle.The other 80% is everything else:Website qualityProduct page effectivenessFunnel setupOffer strengthActual product qualityEven great creator content can't fix a broken offer or bad landing page.✅ Prioritize conversions when measuring performance.✅ Use soft stats to troubleshoot ad creative.✅ Don’t judge performance on engagement alone.✅ If clicks are high but sales are low: look at your website, not just the ad.✅ Use behavior analytics tools to diagnose post-click issues.Let me know if you want this turned into a dashboard cheat sheet or client-facing explainer!🧠 The Two Types of Metrics1. Hard Stats = SALES DATA2. Soft Stats = DIAGNOSTIC DATA🛠️ How to Interpret the Metrics🧩 The Bigger Picture✅ Summary Checklist
🎯 How to Choose the Right Creators for Your Campaign🔍 Start with Your GoalAre you just starting out with creators? Then begin small.Focus less on follower count and more on content quality and fit with your brand.Engagement rate > audience size (generally).High engagement often = better content and more trust.BUT... don’t overanalyze metrics early on.Choose UGC-style creators with:Fewer than a few thousand followers.Content that’s authentic, relatable, and matches your brand’s vibe.Ask: “Would I be proud to have this video represent my brand?”Thanks to TikTok, audience size matters less in 2025.Algorithms now prioritize:Content qualityWatch timeEngagement, not follower count.Viral posts can come from creators with zero following.Content that is:EducationalInspirationalEntertainingA style that naturally aligns with your product or service.A creator who feels like your ideal customer.Start with UGC creators (< 2K followers)Move to nano influencers (2K–10K)Graduate to micro influencers (10K–50K)Only go to macro influencers once you’ve proven what works.Try:UGC videosStack imagesTestimonialsNiche creatorsGather data on what performs best.Double down on winners.Prioritize niche creators over general lifestyle influencers.The best creator is one who:Speaks directly to your target customerCreates content that converts attention into actionLet me know if you’d like a downloadable checklist, brief template, or a visual framework to help with creator selection!📉 Don’t Get Obsessed with Hard Stats👶 Start with Small UGC Creators📱 Platform Trends Matter🧠 What to Look For in a Creator🚀 Work Up the Creator Ladder🧪 Always Be Testing🎯 Final Advicew.__oai_SSR_TTI=window.__oai_SSR_TTI||Date.now()}))Tools
🧃 First, Don’t Just Hope It WorksSimply giving a creator product + a brief and expecting results? ❌ Risky.That might work for macro-influencers with huge audiences but not reliably.Best case? Combine content with paid ads or a clear conversion strategy.P.A.S. = Pain → Aggravate → Solve✅ Pain / Problem:The creator should clearly express the problem your product solves.“I used to struggle with X…”✅ Aggravate:They explain how the problem made them feel—this is where the emotional hook kicks in.“It made me feel defeated, overwhelmed, hopeless…”✅ Solve:The product is introduced as the solution.“Then I found [your product], and it changed everything.”✅ Ideal Emotional State:Show the transformation how they feel now.“Now I feel confident, free, energized…”Take viewers from cold to sold within the content.Assume the audience knows nothing at the start build trust fast.Hit both the rational (what the product does) and the emotional (how it changes your life).Always include a clear call to action:“Tap the link to buy now”“Use my code for 10% off”“Don’t miss out”Identify a real problemMake the pain of that problem relatableOffer your product as the solutionShow the emotional benefit after using itInclude a call to actionLet 💡 Use the P.A.S. Framework in Creator Scripts🧠 Logic + Emotion = Conversion📣 Don’t Forget the CTA✅ Summary: Every Great Creator Video Should…
🎯 Using Creator Content for Retargeting Ads: Key Takeaways✅ Why Use Creator Content for Retargeting?Highly effective in the “Consideration” stage of the funnel (aka middle of funnel).Helps people who’ve seen your brand once but haven’t converted yet.Builds trust through social proof, they see real people vouching for your product.Install tracking pixels (Meta, TikTok, etc.) on your website.This lets you retarget anyone who’s visited your site or taken action (like viewing a product).Create retargeting audiences in your ad platform (people who visited your site, watched a video, added to cart, etc.).Serve them creator content ads e.g., UGC, testimonials, tutorials.Test different types of creator content at every stage of the funnel.Use creator content in carousel ads, video clips, or story formats whatever matches the platform.Mix in outside-the-box creatives (e.g. skits, humor, reviews).Whitelist your creators:Run ads through their profile instead of your brand's page.Increases authenticity and performance.Don’t overthink or aim for perfection.Marketing is trial and error, run tests, review data, optimize what works.As Dan said: "It’s like poker. Even with the best hand, you won’t win every time, but you’ll win more if you keep playing smart."🛠️ How to Set It Up💡 Tips to Maximize Effectiveness📈 General Strategy Mindset
How do you get creators to stay on-brand and play nice with the algorithm gods? In this quick, punchy bite, Matt Johnston tosses the question to Dan Coughlin, who breaks down the eternal tension between brand guidelines and platform best practices. From TikTok trends to YouTube clickbait, we’re unpacking how to let creators do what works—without betraying your brand's soul.🚀 Perfect for brand managers, influencer marketers, and creators looking to crack the content-performance code.Keywords: creator strategy, brand guidelines, TikTok best practices, YouTube clickbait, influencer marketing, short-form video tips, content strategy, platform algorithm, branded content tips.
Scaling fast but stuck on who to hire first for your marketing team? In this episode, Matt Johnston and Dan Coughlin break down a smart, ROI-driven strategy for structuring your first marketing hires to fuel e-commerce growth.🚀 Inside this episode, you'll learn:The most common hiring mistake e-com founders make when scalingHow to avoid building a siloed marketing team that underperformsWhy hiring based on your biggest gaps or weaknesses delivers the fastest ROIThe true cost of DIY marketing vs. bringing in platform-specific experts (like for Facebook, Google, or content)Why collaboration across ads, creative, CRO, and web dev is mission-criticalHow to stop wasting money on tactics that don’t convert because of poor execution💡 “Don’t hire for a channel, hire to fix what you don’t know how to do well. Experts will save you months of time and thousands in wasted ad spend.” — Dan Coughlin👥 This is essential listening for:Founders scaling past 7-figuresE-commerce operators building internal teamsCMOs or Heads of Growth looking to hire smarterAnyone stuck between freelancers, agencies, and full-time roles
Confused about where to start with paid ads for your online store? This episode features digital marketing strategist Matt Johnston, who breaks down the exact framework for deciding whether Facebook, Google—or both—are right for your e-commerce business.🧠 What you’ll learn in this episode:How to choose the right ad platform based on audience awarenessThe Problem & Solution Aware Scale explained—how it drives smarter marketingWhy Google Ads work better when customers are already searchingWhen to use Facebook, TikTok, and YouTube for interruption marketingWhy some products need education before promotion (and what that means for your ad spend)How to optimize your budget without spreading too thin💡 “If your audience doesn’t know the problem or the solution, you can’t wait for them to search. You need to interrupt them—with a story.” — Matt Johnston🎯 Whether you’re just starting with ads or looking to stretch your marketing dollars for maximum ROI, this episode gives you a battle-tested decision-making framework to reduce waste and boost conversions.🔍 Ideal for:E-commerce brandsPaid media teamsDigital marketersDTC founders scaling with limited budgets🔗 Listen now and learn how to stop guessing—and start advertising where it counts.
✨ Episode Snapshot:Feeling lost in a sea of sameness? In this punchy, insight-packed episode, Matt Johnston and Dan Coughlin get real about how to stop blending in and start breaking through—especially when your competitors are all offering similar products.Whether you're building a DTC brand, scaling your creative strategy, or just tired of being white rice in a white rice world, this episode unpacks the creative psychology and tactical firepower needed to actually stand out.🧠 What You’ll Learn:Why interruption marketing is your unfair advantage, if you know how to use itThe anatomy of scroll-stopping content: structure, boldness, CTAHow a silent TikTok with text on screen beat “perfect” creative (and went viral with 1.5M likes)The truth about testing: Why no one has a crystal ball, not even your brand team“Be Bold or Be Forgotten” a mantra for the modern marketer🔥 Mic-Drop Moments:“Most brand teams would’ve killed that TikTok idea. It got 1.5M likes. Nobody knows what will hit test everything.” Dan Coughlin“White rice is boring. Everyone’s white rice now. You? You need to be spicy, weird, bold, memorable.” Dan Coughlin“Humor, edge, even pissing some people off… that’s how you break through the noise.” Matt JohnstonStop aiming for perfect. Aim for attention.Make content that jolts people out of their scroll not just fits in.Run tests that make your brand team sweat. Then run more.Be willing to polarize. Vanilla never goes viral.Steal this line: “We’re not white rice. We’re Sriracha.”You’re not here to blend in. You’re here to be remembered and to convert. These are the hard-earned insights from the real front lines of DTC growth. If your brand's feeling bland, this is the dose of 🔥 you’ve been waiting for.Love what you hear? Smash that ⭐️ button, leave a review, and send this to your creative team. Let’s make boring extinct.📲 Subscribe
In this episode, Matt Johnston and Dan Coughlin crack the code on selling premium e-commerce products—those $500+ items that need more than just a pretty ad to convert.From mastering the long game with SEO and YouTube content, to lead magnets that warm cold wallets, we break down how to build real trust with high-intent buyers. If you’re marketing a high-ticket item, this episode is your cheat code to closing more confidently and consistently.🔥 What You’ll Learn:Why SEO is your best closer when you’re selling high-priced productsThe death of organic social—and what to do insteadHow YouTube is the new salesperson for high-consideration purchasesBuilding a trust arsenal: explainer videos, testimonials, influencer contentWhy email marketing isn’t just nice—it’s non-negotiableHow PR = a cheat code for credibility (especially when your product isn’t cheap)
Tired of burning money on paid ads but scared to slow down? This episode dives into how to grow sustainably by blending organic traffic with paid campaigns—without stalling your sales or overspending.🌱 In this episode, we break down:Why organic traffic grows slower but lasts longerHow to set a realistic paid-to-organic ad budget ratio (like 75/25)The “grass analogy” that explains how organic growth really worksWhat kind of ads build both awareness and intent to buyWhy Google and Meta ads work differently—and how to use them together💬 “You don’t water grass once and expect it to grow. Same with organic marketing—it builds over time.” — [Matt]💡 Whether you’re just starting to scale or trying to stretch your dollars, this episode gives you a practical playbook for growing smart and sustainably.🧠 Best for:Bootstrapped founders, growth marketers, and anyone juggling short-term ROI with long-term brand building.
Thinking about adding a subscription model to your product line? In this episode, we unpack how to introduce subscriptions in a way that feels seamless, genuine, and not salesy—even if your brand has never used subscriptions before.🎯 Here’s what you’ll take away:The real reason customers hesitate about subscriptions—and how to fix itHow to turn fear of change into a growth opportunitySmart ways to frame your messaging around “why subscribe now?”The role of customer perception and how to win trust earlyWhy it’s not about selling one subscription, but creating a reason to buy more💬 “Always phrase change as opportunity. This is a life thing.” — [Matt]🧠 Whether you’re building a membership offer, launching a subscription box, or just testing recurring billing, this episode helps you align customer mindset with business growth.🎁 Perfect for:SaaS founders, eCommerce brands, DTC marketers, and anyone exploring recurring revenue strategies.
Just getting started with paid ads for your e-commerce store? In this episode, we tackle one of the biggest beginner questions: Should I run ads on Facebook or Google? And more importantly, how should I optimize my budget?🎯 What you’ll learn:How to choose the right ad platform based on customer awarenessThe difference between problem-aware vs. solution-aware audiencesThe Problem & Solution Aware Scale and how to use itWhy Google Ads work better for high-intent searchesWhen to use interruption marketing (like Facebook, Instagram, TikTok)The hidden cost of low-awareness audiences—and how to make it work💡 Perfect for:E-commerce founders, performance marketers, DTC brands, and anyone trying to stretch their ad budget for real results.🛠 “If they’re not thinking about the solution, you’ve got to interrupt them with a strong message and a clear path.” — [Matt]🔍 Get ready to make smarter ad decisions that match your audience's awareness and search behavior.