The way to go about ecommerce has changed.

You are in a market of oversaturated products, creative burnout, and customers who care less and less about what your product based ads have to say. The market got harder, and how you respond will make or break whether you survive in it.

Your customers have less trust, more doubt, and your instinct is to respond with more paid ads, more spend, more guessing.

There is no more guessing in marketing anymore.

You need a system, but I am not giving you a system. I am giving you the power to regain control over your marketing, an engine that makes you money while you sleep and gives you back the creative bandwidth and scalability you had before things got hard.

Why Creators Are The Answer

It comes down to simple psychology.

People trust people more than they will ever trust your brand. They want to hear real experiences from people who have similar problems and understand how your product will solve theirs. They do not care about you, but you need to care about them.

If you have heard people say creator marketing does not work, do not listen to them.

People who fail at creator marketing never had the infrastructure behind it. Creator marketing is not supposed to replace what you have already built, it is a tool that makes every other marketing channel you have work easier. When built right it makes everything else look like what it is, a brand running on borrowed time without a real system underneath it.

If you need a reminder of what this looks like go take a look at Comfrt. They have built a brand on borrowing the trust of creators and their marketing system is one of the most studied in the direct to consumer space, yet even Comfrt has gaps in their funnel, and that is your opportunity because even the best brands are leaving something on the table.

Here is how you make sure you do not drown in this market and beat your competitors with changes you can implement in the next 24 hours.

Landing Page Optimization

A lot of brands think they have a traffic problem but the problem really exists in what happens after the click.

For the love of everything please stop sending cold traffic straight to product pages. What you need is a presell page.

This is one of the biggest issues in every ecommerce business, and you are probably a culprit of this.

Let me put it in real perspective.

Someone sees your ad → They relate to it → They find genuine interest → They click. Then they land on a page asking them for money.

CONGRATULATIONS you killed your sale.

Think about it like this. You walk up to someone you have never met in your life and try to kiss them. This might work if you are incredibly attractive, but that is what sending someone straight from a creator ad to a product page feels like. The creator or ad built the trust and the landing page threw it away.

The goal of your presell page is to guide the customer into the action you want them to take, not to ask for money, but to guide them toward the decision and make them so problem aware that they see your product as the only solution.

Your warm traffic is problem aware, your presell pages are for the cold traffic, and if you cannot convert cold traffic you cannot scale.

Here is the buying process every human goes through before purchasing anything, even if they do not realize it:

You have not answered any of these questions and you are expecting someone to pull out their credit card and buy.

Take a look at how these landing pages guide buyers through the entire process and answer every objection before the sale ever happens. Study how each one builds the case before they ever ask for anything:

There are two problems ecommerce brands have with their landing pages:

How To Reconstruct Your Offer

If you have ever heard someone say their product page outperforms every angle based landing page they have built, it is not because presell pages do not work.

It is one of two things: their offer is garbage, or it is not built for cold traffic and they are assuming the person already understands their problem. These are two completely different issues and you are probably confusing them.

The offer problem is when what you are presenting does not connect to something the customer actually deeply wants. You are selling a hydration powder but your offer is built around hydration. Nobody wakes up in the morning burning with desire to be more hydrated. They wake up frustrated that they feel exhausted every afternoon even though they are doing everything right. They wake up embarrassed that they had to slow down at mile 18 while everyone around them kept going. They wake up feeling like their body is letting them down and they cannot figure out why.

That frustration connects to one of the eight desires. We get into all eight of them later in this guide. Your offer has to touch one at its core or it will never convert cold traffic no matter how good the page is built.

A weak offer sounds like this: Buy our electrolyte powder. Clean ingredients. Great taste. Free shipping.

A strong offer sounds like this: Finally finish strong. The only hydration formula built for the athlete whose stomach actually matters on race day. Try it completely risk free and if you do not feel the difference we do not deserve your money.

Same product, but a completely different emotional weight.

The cold traffic problem is when your page assumes the visitor already knows they have a problem worth solving. Your warm traffic is already problem aware. They have seen your brand before, they have been thinking about it, they arrived with context.

Cold traffic has none of that.

Cold traffic has a pain they cannot name, a frustration they cannot explain, a result they want but no understanding of why they have not been able to get it. Your presell page's entire job is to bridge that gap, to walk them from where they are right now, confused, frustrated, skeptical, to where they need to be before they can make a decision.

Where they are now: Tired of trying things that do not work. Wondering if something is wrong with them. Blaming themselves for not seeing results.

Where you need them to be: Realizing the problem was never their fault. Understanding why everything they tried was always going to fail them. Feeling like your product is the first thing that was actually built for their specific situation.

The presell page bridges that gap. It does not just introduce the product. It reframes everything they thought they knew about the problem so that by the time your product shows up it feels like the answer they have been looking for this whole time.

If your page is not doing that it is not a page problem, it is an offer and awareness problem, and no amount of design or copywriting will fix a page that is built for the wrong person at the wrong stage of awareness.

How To Fix Your Landing Page Copy

Benefits over features. Always.

A great example of this is: Lose weight → go to the pool excited to take your shirt off.

When it comes to good copy our job is not to create desire. Every human already has desire. Our job as marketers is to write to it.

There are two layers every customer operates on: Surface Layer versus Deep Layer. What people say out loud versus what they actually mean. Here are some examples for some different niche audiences:

Gym Clothing

Surface: I want comfortable clothes that look good at the gym.
Deep: I want to walk into a room and have my progress show without me having to say a word.

Skincare

Surface: I want clearer skin.
Deep: I want to stop thinking about my skin every time I walk into a room. I just want to exist without that running in the background.

Supplements

Surface: I want more energy.
Deep: I am tired of getting to 2pm and having nothing left. I want my life back.

Amateurs write to the surface layer, pros write to the deep layer, and the only way to write to the deep layer is to actually be the market.

The Eight Desires Every Human Has

Every purchase a human being has ever made traces back to one of these eight things. Your product is not the desire, it is the vehicle to one of them:

Your landing page copy should always be writing toward one of these.

Be The Market

The problem is you think you understand your market without doing any real work to understand it. You act like you know how your customer feels without ever actually getting in the field.

To put it simply, hear it from me, give a damn about the people you sell to.

Your ideal customer exists somewhere before they ever find your brand. They are in a Reddit thread asking questions. They are in a Facebook group complaining about something. They are in a YouTube comment section saying exactly what they wish a product would do for them.

The words they use when they are talking to each other, not responding to an ad, are the most honest version of what they actually think, feel, and want.

Go find those conversations and read the language they use. The three paragraph comment someone left on Amazon about why every product in your category has disappointed them just handed you your headline for free.

Your job is to have coffee in their world, to understand how they talk about their problems and develop copy that makes them feel like you already knew what they were thinking before they said a word.

This will be the difference between you and your competitors. You will begin to convert, they will keep spending more to get less.

How To Use Creators as a Marketing Weapon

The market has changed and people see so many ads they no longer know what to believe. People trust people more than they will ever trust your brand, and our job is to create authentic content that reaches your cold audience.

Forget everything you have seen with influencer and creator marketing. You are going to learn how to build an absolute engine for your brand and regain control over your acquisition channels.

Influencer marketing done without a strategy is like hiring a salesperson, putting them in front of your best customers, and then having them hand out your competitor's business card.

Here is what most brands do:

Here is how a brand with a real system is going to dominate this channel:

How To Combine Creator Marketing and Landing Pages Into One System

Stop treating creators and landing pages as separate things. If you want to take over creator marketing you see them as one system.

Before you brief a single creator and before you build a single page, sit down and write out every single problem your product solves, every type of person who buys your product and why they specifically bought it, because every one of those is a different person with a different problem walking through a different door.

Assign Each Creator To An Angle

Your job is to address as many ad angles as possible because all of your audience is different.

The very wrong way to do this is find a creator they like, send them the product, and let them post whatever feels natural. Most of the time it produces content that feels like a transaction because there was no direction and the creator was trying to rush a post.

You are not doing that. For the love of me please do not.

Every creator you work with gets assigned to a specific angle based on who their audience is and what problem they represent. Different creators, different audiences, different angles, each one speaking to a completely different buyer with a completely different reason to care about what you sell.

This is not just a creator strategy and it will become your content map because every angle a creator attacks is also a landing page, an email flow, a retargeting creative, and a paid ad angle all at once.

Build The Landing Page That Continues Each Conversation

Here is the core idea behind every good presell page and it is the same idea behind every good creator brief.

Selling is just creating separation between where someone is now and where they want to be, then positioning your product as the vehicle that gets them across.

Your creator opened that gap. They showed the person what life looks like on the other side. Your landing page's entire job is to widen that gap until it is more painful to stay where they are than it is to buy.

You are not going to make the same mistakes everyone else is making. Continue the conversations that your ad angles created:

Write down the top five objections your customer has before buying and find testimonials that crush each one, not reviews that say I loved this product but reviews that answer a specific fear. Every piece of social proof on the page should be doing a specific job or it should not be there.

This is where the real leverage lives and it is yours to take. Every piece of content your creator makes is not a post, it is an asset. The objection they handled in the caption becomes a section of the email flow for that angle. The comment someone left saying this is exactly what I went through becomes a testimonial on the matched message page. The creator's transformation becomes your retargeting creative for everyone who watched but did not click. The specific words each creator used to describe their problem become the copy on their presell page, because those are the exact words your customer uses when talking to themselves about the same problem.

The landing page educates them on the problem, agitates it until it is undeniable, introduces the product as the solution, handles every objection, and converts the ones who are ready.

If you run an ecommerce brand and need help with your influencer marketing funnels, or need help starting, we will place three influencer operators inside your business and build out your presell landing pages completely free. We are so confident in this, if what we build together does not outperform what you currently have, I will personally send you and a date to dinner and apologize for wasting your time.

Hit the button below and apply, takes 30 seconds literally. We take client exclusivity seriously and work with a limited number of brands at a time. If this is even something you are slightly interested in and still not sure, applying will never hurt.