Ashley Wright

Want to scale your brand to $100k+/mo with TikTok Shop?👋

Are you struggling to see the results you want on TikTok Shop?

Over the past two years, I've generated over $80,000,000 on TikTok for some of your favorite brands.

A few of our current and past clients include:
- Loop Earplugs
- Divi
- Petlab
- Mylee
- SNOW
- Stars + Honey
- Surreal
- Style Edit
- Thread Beauty
- Little words project

This success isn't just luck it's about understanding the platform, pushing boundaries, and being unafraid to test what works.

Brands used to doubt TikTok's ROI potential, but that's never been the case. With TikTok Shop, the ROI is clearer than ever.

If you're ready to create a whole new revenue channel with TikTok, here's how I can help:

1. Follow me on LinkedIn for daily TikTok Shop insights (scroll up and hit the bell to get notified).

2. Watch my FREE TikTok Shop Playbook (DM me "Playbook").

3. Want my agency to manage your TikTok Shop? (DM me "Support" and I'll share the details).

Glad you dropped by. 
To your success!

Mentor

1:1 video mentoring sessions with the world’s most in-demand startup mentors.

One page TikTok Shop strategy for 2026.

We've used these exact steps to help brands scale from $0 to millions in GMV on TikTok Shop:

Helping 8+ Figure Brands Win on TikTok Shop | CEO of Social Tale | Speaker | Social Commerce Growth Expert | DM for growth, audits, or collabs

I'm 35.

I run one of the best TikTok Shop agencies out there.

We've generated $80,000,000 in sales for our clients.

Ask me anything about TikTok Shop strategy and eCommerce for the next 24 hours:

I'm excited to announce that I'll be taking the stage at Affiliate World Conferences in Dubai, UAE.

Dates: March 4-5, 2026

My session:

 - How to build a TikTok Shop channel that can realistically reach $1M per month
- ⁠The exact growth phases from first sale to scale, and what changes at each stage
- ⁠How to structure unit economics so growth compounds instead of burning cash
- ⁠How to build a creator engine that produces predictable content and GMV

Why Affiliate World Global is a MUST-ATTEND:

- The #1 Performance Marketing Conference
- 7,000+ attendees from 110+ countries
- 35+ expert speakers (I'll be one of them)
- 300+ exhibitors with the latest tools and tech
- Endless networking, learning, and connecting with top marketers in the game

If you're serious about scaling on TikTok Shop and want to stay ahead of where the platform's headed…

You should be in the room.

If you're going, let me know so we can connect.

See you in Dubai! 🇦🇪

TikTok Shop isn't rocket science.

Most brands just skip the fundamentals.

If you're not selling → test more creators.
If creators are converting → scale what works.
If you're scaling → maintain velocity.

The brands winning on TikTok Shop are just executing the basics consistently.

One page TikTok Shop content strategy for 2026.

The exact content framework we use to generate $80M+ in sales:

Our new client launched 30 days ago on TikTok Shop.

224 samples shipped.
309 videos created.
$93.42 GMV per video.

That's 1.3 pieces of content per sample.

Most brands are lucky to hit 0.3.

The brands winning right now understand TikTok Shop isn't one-size-fits-all.

I speak to 20 brands per week about TikTok Shop.

Maybe 2 are actually ready.

Most brands think TikTok Shop is their lifeline, but the truth is, it’s not.

TikTok Shop in 2026 is a performance channel. 

Not an experiment or a shortcut.

If you're launching because your competitor is, you're already set up to fail.

If TikTok Shop needs to work for you in order for you to survive, it won't work.

I recorded a short video on the exact decision framework we use before launching any brand.

Comment “framework” and I’ll send it over.

People ask me what a typical day looks like managing 8-figure TikTok Shop brands.

There is no typical day.

You wake up expecting one thing.

TikTok throws something else at you.

Most people think this job is about posting content, but it's mainly about making sure creators, ads, shop ops, and the client are all rowing in the same direction.

I spend my days making decisions that affect GMV, like:

- Should we pause this creator?
- Do we double down on this product?
- Is this trend worth testing?

Every decision compounds.

And on TikTok Shop, good or bad decisions compound faster than on any other platform.

I said it before. I'll say it again.

1 creator posting 10 times > 10 creators posting once.

- Builds momentum
- Gives the algorithm data
- Drives actual GMV

Not to mention all the secondary impacts

- Creator gets comfortable with your product
- They refine their messaging with each post
- You only manage one relationship instead of ten

And the cheeky fact that most brands burn through samples, hoping something sticks instead of betting on proven performers.

“Can I actually be profitable with TikTok Shop?”

I get this asked all the time by brands.

Most brands think TikTok Shop is plug-and-play.

Just find creators, send samples, watch the sales roll in.

That's not how this works.

I walked a brand through this  P&L scenario last week.

$36 AOV.
26% commission.
20% discount on top.
Unoptimized fulfillment.

Profit per order was $2.80.

At 500 orders, it’s OK

So I showed them what happens at 5,000 orders.

The math breaks.

If your economics work at a small scale, it might not work at a real scale.

The brands doing 8 figures built their P&L first.

They launch agressive commission at 20-30% for 60-90 days to find winners.

Then tiered down to 12-20% based on performance.

They optimized fulfillment before adding volume.

They tracked sample CAC like any paid channel.

They avoided discounts unless margins allowed it.

Because when you stack 30% commission + 20% discount, you're giving away half the pie.

That's not sustainable.

I just recorded a video on the full profitability framework we use before launching any brand.

Comment "profit" and I'll send it over.

I speak to 15–20 brands every week about TikTok Shop.

And almost every call sounds the same:

“How much do we actually need to invest?”
“When does this become profitable?”
“Can we show this to finance or the board?”
“What happens if we need to break even by month 6?”

Most brands are flying blind.

They either:

- Send samples with no model
- Spend on ads with no end point
- Or kill the channel too early because it “didn’t work”

So I built the tool I wish every brand had before they launched.

A TikTok Shop Forecast that shows, in black and white:

- Your true cost to run the channel
- When you hit break-even
- How long does profitability realistically takes
- What “conservative vs aggressive” actually means
- What TikTok Shop looks like as a business unit, not a gamble

You plug in:

-COGS
- AOV
- Samples (Recommended)
- Commission for creators

And it outputs:

- 3 and 6-month forecasts
- Weekly and monthly P&L
- GMV growth curves
- Contribution
- Break-even timelines
- Total cash required
- Even halo impact on DTC and Amazon

It’s the same logic we use on every audit and strategy call.

The difference is now you can:

- Run this before you launch
- Share it with your CFO
- Pressure test assumptions
- Decide if TikTok Shop actually makes sense for your business

Some brands need profitability early.
Some are happy to break even.
Some will invest knowing the halo effect is worth it.

This lets you make that call with data, not vibes.

I’m giving it away for free.

If you want access, comment "Forecast" and I’ll send it over.

Most brands on TikTok Shop are fighting for scraps on the FYP.

Meanwhile, TikTok Search is sitting there with 3x higher conversion rates.

And almost nobody is using it.

Most brands ignore it because they're too busy chasing viral moments while their competitors steal customers searching for their exact product.

Here's the framework we use to dominate search traffic for our clients:

---

Step 1: Find what people are actually searching for

- Open TikTok search.
- Type your product category (e.g., "collagen powder").
- Screenshot the top 5-7 auto-complete suggestions.
- These are real search queries with real intent.

---

Step 2: Create videos that match the search term

Most brands make one generic product video.

That approach limits their growth.

Instead, you need separate videos for each search variation.

Someone searching "collagen for skin" has a different intent than someone searching "best collagen powder."

Make content for both.

---

Step 3: Match everything to the search term

- Your hook must include the exact search phrase.
- Your text overlay must include the exact search phrase.
- Your file name should match the search phrase.
- TikTok's algorithm reads all of this.
- Treat it like SEO because that's exactly what it is.

---

We've seen brands go from random viral spikes to predictable daily sales just by owning 5-10 search terms in their category.

If you're still ignoring TikTok Search, you're leaving money on the table.

---

♻️ Repost, bookmark, and share with your network if you found this helpful.

Follow me, Ashley Wright, for practical insights on TikTok Shop and eCom growth.

Most brands think TikTok Shop is a marketing channel.

It's not. It's a commerce ecosystem.

And the algorithm doesn't reward the biggest brands.

It rewards the best sellers.

I've watched brands with 50+ years in retail come to TikTok Shop expecting their name to mean something.

Well, unfortunately, it doesn't.

Your logo doesn't carry weight here.
Your brand heritage doesn't translate.
Your retailer relationships don't matter.

Product velocity means everything.

This is the shift most brands can't wrap their heads around.

They come in expecting their brand equity to carry them.

Then they watch a no-name product with strong creator content outsell them 10:1.

Because TikTok Shop doesn't care about your brand.

It cares about:

- How fast you're converting
- How much commission you're offering
- How well your product performs in content

The platform is built to move products.

Not build brand awareness.

Drink Nello did $28M on TikTok Shop since launching.

$13.55M of that came from affiliates alone.

Here's the exact playbook they've used:

---

1) The Problem-Solution Framework

Nello sells a "Super Calm" drink mix in the crowded wellness supplement space.

They stopped selling features and started solving a real problem. Every video follows the same pattern:

Problem: "I can't sleep because my mind won't shut off"

Solution: "I started using this and actually slept through the night"

---

2) The UGC Shift

Their polished studio ads completely flopped.

So they switched to raw iPhone footage:

- Real customers mixing powder in their kitchen.
- Talking about their actual stress levels.
- Showing genuine before and after results.

One creator posted about better sleep, and it went viral.

Instead of moving on, Nello amplified that exact video with GMV Max ads, extended its reach and turned one viral hit into sustained revenue.

In the 1st half of 2025, they ran only 5 ads, but generated over 787,000 orders.

---

3) The Affiliate Play

Nello generated $4.38M in TikTok Shop sales in March 2025 alone.

This is what they have done:

- Multiple product listings with tiered pricing (following proven TikTok Shop tactics).
- Higher-than-average pricing ($35+ per unit vs category norms).
- Heavy reliance on TikTok Shop affiliates with competitive commission rates.
- Focus on creator-led sales through product tags and authentic recommendations.

---

4) Live Commerce Execution

BOGO offers during TikTok Shop livestreams created instant urgency:

- "Buy 1, Get 1 Free" drove volume during live sessions.
- Acquired customers at break-even on first purchase.
- Real profit came from reorders (consumable product = high LTV).

---

Stop making ads that look like ads.

Show real people getting real results.

Offer affiliates a commission that actually motivates them to promote you.

Use live commerce to acquire customers at break-even, then win on lifetime value.

Nello proved you don't need the biggest budget.

You need the right system.

---

♻️ Repost with your network if you found this helpful.

Follow me, Ashley Wright, for practical insights on TikTok Shop and eCom growth.

“Is the TikTok Shop halo effect actually real?”

For the longest time, “halo” has been a buzzword.

Everyone talks about it.
Very few can prove it.

More sales on Shopify.
Lift on Amazon.
Brand search going up.
But no clean way to see it.

That just changed.

TikTok Shop rolled out Off-Site Performance Analysis.

It now shows you:

GMV generated on Shopify
From users who viewed or clicked TikTok Shop content
Outside the app
Tied directly back to TikTok activity

In one account I looked at:

$12k TikTok Shop GMV
$1.4k off-site GMV
In the same 7-day window

That is an extra 11% revenue that never shows up in your TikTok P&L.

Over a month?
That is real money.

Over a quarter?
That is the difference between “this channel loses money” and “this channel compounds the business.”

This matters because:

Most brands judge TikTok Shop in isolation.

They see:

High commission
Discounts
Fulfilment drag
Tight per-order margin

And conclude:
“This doesn’t work for us.”

But TikTok Shop is not Meta.
It is not Google.
It is not a single-touch channel.

It is earned media at scale.

If you only measure in-app GMV, you are undercounting the return.

Now you can finally see:

What TikTok content does off-platform
How awareness turns into DTC revenue
Why the best operators treat TikTok Shop as a growth engine, not a margin line

This is the first real step toward making “halo” measurable.

And once finance can see it,
The whole conversation changes.

Comment HALO and I’ll send you the breakdown.

"I don't know how to create content that sells on TikTok Shop."

Here’s how to generate unlimited ideas:

---

1. Study what's converting (not what's viral)
   
- Pull your GMV per view data.
- Analyze which creator angles drove sales.
- Check FastMoss for trending products in your category.

The data tells you what works.

2. Pick your hook type

- "How I [result] using [product]"
- "What [expert] uses for [problem]"
- "This [product] changed how I [outcome]"
- "I tested [X products], here's the winner"

Hook in the first 3 seconds, or you've already lost.

3. Show the transformation
   
- Demonstrate it working in real time.
- Before/after when possible.

Focus on the outcome, not features.

4. Handle objections before they come up
   
- Price: "Cheaper than [alternative]"
- Quality: "I've used this for [X time]"
- Effectiveness: "Here's proof it works"

5. Test multiple creators on the same product
   
- Don't rely on one creator to hit.
- Test 5-10 creators per product.
- Different angles from different creators.

6. Optimize your shop before pushing content
   
- 15-30% commission to motivate affiliates.
- Product title optimized for search.
- Reviews are loaded before you push.

7. Clear CTA to TikTok Shop
   
- "Link in my bio to grab it on TikTok Shop"

Make it obvious where to buy.

8. Test fast, scale what works
   
- Give each angle 48-72 hours.
- Double down on what converts.
- Stop what doesn't.

9. Brief creators with data
   
- "This angle drove $15K last week"
- "Focus on [benefit], that's what converts"

Show them what's working, not what you want.

10. Track GMV per view, not total views
   
A 50K-view video that does $15K beats a 3M-view video that does $2K.

Focus on what makes sales, not what goes viral.

---

Most people are still creating content for likes.

The brands making money are creating content for conversions.

Check out the infographic below for the full breakdown.

Most brands treat TikTok Shop like a guessing game.

Send samples. Hope something goes viral. Repeat.

But there's a system to this.

And once you understand it, everything changes.

Here's the loop that's generated $80M+ for our clients:

---

1) SEND SAMPLES

Only to creators who actually engage their audience.

Top creators juggle 10, 20, 30 brands.

They're booked weeks out. If you're reaching out a couple weeks before a big sale, you're too late.

We start prepping creator pipelines 60-90 days ahead.

Send 200-500 samples.

Build relationships early and stop obsessing over whether creators match your brand aesthetic. Focus on those who actually move their audience to action.

2) CREATORS POST

One post from a creator rarely breaks through.

Instead, give them multiple attempts, and they're dialing in the message. Getting more comfortable. Figuring out what resonates.

The most successful affiliates post about the same product 5-10 times because they know it only takes one video to go viral.

This is exactly why paying one creator for 10 posts outperforms sending 10 samples to random people, hoping something sticks.

3) TRACK GMV

I've watched brands get 1M+ views and make nothing. And others pull serious revenue from 50K-view videos.

A video with 30K views that drives $15K in sales destroys a 3M-view video that only generates $2K.

Stop thinking like you're running a social media page.

Start thinking like you're running performance marketing that happens to use social content.

4) ALGORITHM REWARDS SALES

This is where it gets interesting.

More conversions = more reach = more sales.

The more you sell, the more the platform pushes your content to new audiences.

When you win on TikTok Shop, you'll see lifts across Amazon, retail, and your DTC site too. Plus, all that creator content you have, use it in your ads.

5) SCALE WINNERS

When you've found a format that's working, brief more creators to run with it.

Top affiliates aren't reinventing anything. They see what's going viral in their category and put their own spin on it.

Tools like FastMoss show you what's converting right now. Take that format, apply it to your product, and brief your creators to run with it.

---

The loop repeats, and it compounds.

This isn't about going viral.

It's about building momentum that the platform rewards.

♻️ Repost, bookmark, and share with your network if you found this helpful.

Follow me, Ashley Wright, for practical insights on TikTok Shop and eCom growth.

The skill that changed everything for me had nothing to do with TikTok or business.

It was letting go.

I had to stop being the operator for every client.

And start being the operator for the business.

For the first year, I was in every account, call, and brief.

I thought that's what made us good.

Turns out, I was the bottleneck.

Every decision waited on me.
Every client needed my approval.
Every win required my direct involvement.

The minute I forced myself out of daily delivery, Social Tale scaled.

The thing is, people see my content and buy into me as the brand.

And then they expect me to run their account personally.

I get it.

But it's impossible to give 100% across 20+ brands while running the agency.

If I'm still the single point of value three years in, I haven't built a business.

I've built a job.

The hardest part of scaling was learning to trust people to deliver at my level.

As a business owner, have you experienced something similar?

Paid media experts used to be able to explain not just which ads won, but why they won.

And more importantly, how to repeat that success.

That used to be the job.

But the role has changed.

Today, we aren’t just thinking in ROAS anymore.

We’re thinking in attribution, cross-channel impact, and downstream effects.

We don’t mass-produce 10–20 hooks hoping one sticks.
We think in entities, angles, and patterns that compound.

We don’t look at creative KPIs in isolation.
We look at full-funnel performance.

In short, we were pushed to become performance marketers.

And that shift broke a lot of people.

Too many dashboards.
Too many signals.
Too little time to connect the dots.

That’s where most creative testing breaks.

And that’s exactly the gap GoMarble’s AI Agents are built to solve.

This isn’t another chatbot.

The Agents Lead Magnet gives access to 20+ specialized agents that compress hours of analysis into minutes, so you can focus on what actually matters: shaping ideas, guiding testing, and orchestrating the creative flywheel.

Some of the agents inside:

• Meta Ads Performance Audit Agent
• Ad Performance Drop Analysis Agent
• Daily Performance Report Agent
• Creative Performance Audit Agent
• Hook & Angle Testing Agent
• Creative Fatigue Detection Agent
• Client Reporting Agent
• Campaign Health Scorecard Agent
• Competitive Intelligence Agent

This is the missing layer between data and decision-making.

You still decide what to test.

The agents help you understand why something worked, what is breaking, and where to focus next.

Comment ‘'MARBLE’’ and I'll send the agents over!

Not getting enough TikTok Shop sales?

This content formula has worked 100% of the time for our 7 and 8-figure brands.

Here's the formula:

—

Hook + Benefit + Demo

Every single video that's driven serious GMV for our clients follows this exact structure.

Here's what it looks like:

Hook (first 3 seconds):
Stop the scroll. Make them curious.
"I tried this $30 product and threw away my $200 one"

Benefit (next 7 seconds):
What does it actually do for them?
"It removed years of buildup my expensive one couldn't touch"

Demo (remaining time):
Show it working. Prove the claim.
Film the before/after. Show the transformation.

—

The Psychology

Hook (Curiosity) - You've got 3 seconds to stop someone from scrolling. If you don't grab them immediately, nothing else matters.

Benefit (Desire) - People don't buy products. They buy outcomes. Tell them exactly what problem this solves.

Demo (Proof) - Saying something works means nothing. Showing it working means everything. The algorithm rewards videos that hold attention, and demos do that better than anything else.

This works because it's focused on conversion.

The brands crushing TikTok Shop aren't the ones with the best production value.

They're the ones who understand that social commerce isn't social media.

Acquiring Inbound Leads for B2B Founders with Personal Content Programs • Explaining Content, one Ugly Drawing at a time

Your B2B content marketing should do more than just fill a feed.

It should: 

• Attract the right people to your offer
• Position you as a trusted expert
• Convert attention into pipeline

At StoryAngled, we build custom content programs that deliver:

• Inbound lead generation strategy
• A full-stack content production team
• An always-growing database of proven content systems, frameworks, and resources

We work exclusively with B2B founders and growth-minded teams.

If that’s you, shoot me a DM — I’ll get back to you personally.

Kuba Czubajewski

I really wish I had a video like this when I started in B2B content:

This B2B content strategy system took me 2 years to fully figure out. 

The video I just published on YT(https://lnkd.in/dV7dBx6H) has everything I do to help my clients:

• Land new inbound leads every week from LinkedIn and long-form content

• Build recognizable, distinct voices in their niches

• Create content that their clients reference during calls.

I also included a workbook you can download and fill out while watching to ensure you get the most out of this.

Grab it. Fill it in. And start creating content that gets you revenue.

1 system to consistent inbound for complex B2B offers | 30+ founders using it | Sharing daily content advice for busy B2B leaders

Me explaining why ‘viral’ isn’t a KPI for content:

1 content system to consistent clients for B2B services

I promised myself that I'll document more tiny wins here in 2026. So, here we go:

The first week of Jan has been hectic af, but also very rewarding:

💃 I crossed 500 subscribers on YT 

💃 One of my shorts performed well (1.6K views in 24 hours) 

💃 I got offered 3 long-term brand partnerships from companies I love

💃 I will be featured in a publication made by a MAJOR marketing tool

💃 I signed a new client for a major YouTube work

💃 I completed the recording and editing of 4 videos, giving me plenty of backlog to make the next batch even better

Guess "slow start of the year" wasn't in my cards this time.

But I'm not complaining.

How's your January going? Flex your wins in the comments and let's feel good together.

This post will probably be a little TMI but whatever, it’s important to me:

For the first time in 8 years, I’m 100% off all my anxiety meds!!!

I’ve been struggling with anxiety my whole life. 

I grew up in a very stressful environment (surrounded by neurotic actors and artists, constantly being judged, traveling a lot, no time for self care etc) 

This affected my life in ways I hadn’t expected it would.

I suffered from panic attacks, insomnia, and depression.

In my early adulthood, I didn’t know what to do with all this emotional baggage. 

I struggled. A f*cking lot.

But instead of letting this just happen to me, I took matters into my own hands:

I started therapy. I consulted mental pros to help me calm down all the demons in the meantime. 

It took a sh*tton of work and dedication to learn how to live with anxiety - and not let it dictate how I live my life.

But starting this month, I’m officially off all the meds.

Now, does it mean the anxiety disappear? Hell nah.

But I have tools now that let me observe it, understand it, and feel safe while this whole process is going on in my head.

Feels f*cking blissful, I’m not gonna lie.

Why am I telling you this?

First, because it matters to me a lot.

Second, because it’s just important to talk about the emotional side of our business journey. 

As much as we like to pretend sometimes we’re invincible - we’re still human. We suffer from things that we don’t always want to share with anyone.

If that’s you, I just wanna say - I see you. I applaud your strength. I’m here whenever you wanna talk.

K, I’m getting emotional, time to go.

$40K+ ARR with only organic content. In one of the most difficult product categories possible:

Breakcold's results speak for themselves. Good content can and will make your company grow – even when your competitors have million-dollar marketing budgets and massive brand equity.

I've been fascinated by Breakcold's content strategy for a while now:

• Strong, founder-led branding
• SEO articles that actually make sense for the reader
• Interactive content for ongoing lead generation 

And so much more. I'm honestly amazed how a handful of people can pull off this level of volume + content quality.

So, I decided to give them a massive shout-out in my latest video. 

I'm breaking down all the elements of their content strategy I could find.

These guys are VERY GOOD at what they do. If you're in the middle of building a content strategy for your B2B product, this is the example to get inspired by.

Watch the video here: https://lnkd.in/g223qdmi

My main prediction for B2B content in 2026 is that it'll become more human-centric than ever before.

But it's the small, scrappy startups that will lead the change.

For me, human-centric means content that feels like the person posting it just jumped off from 10 customer calls.

You can feel the authenticity, because of how specific it feels - real moments, specific solutions, and proof it actually works.

Not “thought leadership” that could be written by anyone.

The giants will still try to force-feed us AI bullsh*t. Guess they have big enough budgets to do so.

Smaller companies cannot afford to dilute their messaging and distance themselves from their customers.

Some examples of companies that are leading the charge right now:

Tella with their community-centric approach to helping their customers be consistent with video.

Breakcold with their founder-centric branding, focused on educating their prospects until they're ready to make the most out of the product

Chatbase with their employee advocacy program + timely, highly relevant social content 

Kuse with their build-in-public approach and user-generated product-led videos on socials

And many, MANY more.

I feel so excited to watch this space evolve this year. And I'll be documenting the best examples on my YT channel (link in my featured section).

If you're currently building a B2B product - what's the one thing you wish to implement in your content to make it more human-centric this year?

Confession time: I think adding "book a call" at the end of your post here is one of the least effective CTAs possible. 

I used to end my posts with “Book a call”.

Every time.

It felt… professional.

Like the thing a “real business” is supposed to do.

And it also didn’t work.

I’d get likes.

A few “Great post!” comments.

Zero conversations with actual buyers.

Because “Book a call” is a ridiculous ask when someone just met you 12 seconds ago in a feed.

It’s high friction.

It assumes they trust you enough to give you 30 minutes of their life because… you posted a nice carousel?

Bold strategy.

Here’s what I learned:

Most CTAs fail for one simple reason.

They’re written like a favor you’re asking for.

Not a favor you’re doing for them.

So I replaced “Book a call” with a Utility CTA.

A Utility CTA is a micro-offer.

A tiny asset that helps your buyer take the next step without committing to a sales conversation.

The action is 3 seconds.

Comment a word.

Reply with a keyword.

Click one button.

The payoff is immediate:

👉 A 2-slide internal brief they can forward to their boss.

👉 A risk checklist so they don’t screw up the project.

👉 A scoping question list to prep their team.

👉 A 30-day rollout timeline.

This changes everything because it does two things at once:

It lowers friction.

And it gives you signal.

People who type one keyword aren’t “engaging”.

They’re raising their hand.

If you want examples of Utility CTAs you can steal, comment CTA and I’ll send you my shortlist.

The moment you stop assuming what your client feels is the moment your content starts to actually work:

Let’s say you’re targeting startup founders.

The obvious assumption is:

"They fear running out of money."

"They want more revenue."

Sometimes true.

But when you dig deeper, you hear different things.

The real fear is building something nobody actually wants.

The real frustration is feeling like a fraud who’s about to be exposed.

The real goal is proof:

"I’m not just winging it."

And the real aspiration is being the founder people quote and respect.

That shift matters because it changes what you should post.

If your content keeps yelling about metrics,  but your audience is drowning in imposter syndrome, you’re talking past them.

Here’s the fastest question I’ve found to get out of assumption-land:

"Tell me about the closest time you came to quitting?"

Listen for the pattern.

If most answers sound like:

"I felt behind"

"I felt fake"

"I didn’t trust my judgment"

Then your content strategy isn’t about “growth.”

It’s about confidence and validation.

Meaning you should write about:

• What good looks like
• How to know you’re on track
• Signals your product actually has pull
• How to stop second-guessing every move
• How to explain decisions to your team and investors

Assumptions create content about funding and metrics.
Reality creates content about confidence.

10 pieces of content marketing advice that don't mean sh*t:

1. “Just be consistent”

Consistent at what? Posting into the void?

2. “You need to tell your founder story”

Cool. Your buyer still wants to know if you can fix their problem.

3. “Create thought leadership”

Translation: have opinions. But also somehow never offend anyone.

4. “We need to build awareness first”

Awareness of what? Your logo? Your vibes? Your lack of a point?

5. “Let’s make it educational”

Education without a buyer trigger is just a blog-shaped hobby.

6. “We should go viral”

Stop. Just stop. 

7. “We need more top of funnel”

If the middle and bottom are broken, you’re just pouring water into a bucket with holes.

8. “Repurpose everything”

Repurpose the right thing. Not your 900-word manifesto no one read.

9. “We need a content strategy”

If it doesn’t end in a specific utility offer, it’s a document, not a strategy.

10. “The CTA is book a call”

That’s not a CTA. That’s a leap of faith.

What should be number 11 on this list?

Next week, I'm posting a video about one of the smartest SaaS team I've ever met.

And I'm not saying that because their Growth Manager is my bestie (luv u bestie)

They're competing in a niche that's dominated by one giant. The one that even claimed a new verb to signify what their users are doing on their platform (think: googling for Google).

Yet, their tiny team is making big moves to build a product that's not only better - but also much COOLER to use.

And I'm saying that as their user for the last 3 years.

In the vid, I'll break down their content strategy, their approach to communicating the product's value (one of the best examples I know), and their strong community focus.

Can't wait to show the full thing to you.

In the meantime, you can subscribe to my channel here, not to miss it:

https://lnkd.in/dgtFGsX3

Demographics are probably the most misunderstood part of content marketing research.

Sure, it's nice to know your customers are between the ages of 35-55, they live in Oakland, and own a Subaru.

But what context does it actually give you to create effective marketing for them?

To gather actually useful demographic data, you have to dig deeper.

Here are 2 (of many) questions I use to find out demographics that actually influence how I talk to my customers and help me build trust with them faster:

For the longest time, I couldn't figure out why some B2B founders are STRUGGLIN' to generate inbound while others seem to have it all figured out.

So, I studied the best ones. Tested loads of their tactics on myself and some of my clients who were keen to try it.

And around ~2 years ago, it started clicking.

Then, I systemized it all and started applying this methodology across all my content strategies.

Almost every time, it worked.

So, in this week's video, I'm breaking it all down for you:

Watch it here: https://lnkd.in/dFGtNhw9

sorry not sorry but these "tips" about content I see here all the time are just weak.

they're surface-level and give you exactly 0 context into what ACTUALLY works in your niche, for your clients, for your specific situation.

from 5 years in this space, I can tell you, there are no 2 content strategies that look exactly the same.

so, swipe through and see what to look out for next time you see an influencer feeding you bs they learned from chatgpt:

9 "popular" content marketing tips that don't work

CRM companies' content is usually... a little (very) boring.

But not in the case of this 5-person startup:

Full video here: https://lnkd.in/g223qdmi

I've created my last YT video for every David struggling with a Goliath in their category.

They have huge budgets - you have huge hopes.

They have giant teams - you have resilience.

They have enormous brand equity - you have your smart brain and wit.

Sounds like it might not be enough, right?

Tella proves otherwise.

They, slowly but surely, are creating space for themselves in a niche that has been dominated by a giant for the last 10 years - Loom.

And the way they approach it is absolutely brilliant.

Here's a sneak peek:

(you can watch the full video here: https://lnkd.in/dep34-wb)

You’ve been told 1000 times to “just post value”. How’s that working out for you?

If you’re tired, you’re not lazy.

You’re just running a system that was never designed to pay you back.

It usually looks like this:

Post. 

Crickets.

Post again. 

More crickets.

Now the crickets have burnout.

And the worst part is the mental math you do after:

"Maybe my hook sucks."
"Maybe I’m not consistent enough."
"Maybe I need a better carousel template."
"Maybe the algorithm hates me."

No.

Most of the time, your content isn’t failing because it’s “not valuable”.

It’s failing because it has no job.

It shows up. It vibes. It leaves.

There’s no clear step between:

"I saw this"

and

"I want to talk to you"

Here’s the fix I use with founders who are done posting into the void.

Give every post one clear job using this simple path:

1. Demand Packet

One tiny story your buyer recognizes instantly.

Trigger. Job. Constraint. Outcome. Proof.

2. Utility CTA

Not book a call.

A tiny yes that takes 3 seconds.

Send a 2 slide brief.

A risk checklist.

A scoping question list.

3. Momentum Loop

Reuse the same packet across LinkedIn and email for a week.

Same message. Same CTA.

You stop starting from scratch.

If you’re burnt out, don’t post more.

Post with a job.

If you want, comment BRIEF and I’ll send you my Demand Packet template plus 6 Utility CTA examples you can steal.

If your story isn’t vivid, it isn’t memorable.

Most B2B content is technically correct. And emotionally invisible.

It’s full of phrases like:

“digital transformation”

“unlock efficiencies”

“improve visibility”

“enable better decisions”

Cool.

So what actually happened?

Because your buyer’s life doesn’t feel like “visibility”.

It feels like quarter end.

It feels like the ops team being one dashboard away from crying in the bathroom.

It feels like someone slacking:

“is this final?”

for the 9th time.

That’s why vague positioning dies.

Not because it’s wrong.

Because it’s not repeatable.

Nobody forwards “We drive transformation” to their CFO.

Nobody says “I read an insightful post about stakeholder alignment” and takes action.

People move when they recognize a scene from their own week.

Here’s the rule I use when I’m writing a story:

If it doesn’t create a picture in your head, it won’t create a reply in your inbox.

So swap this:

“We help teams modernize reporting.”

For this:

“Every month end, your team duct tapes numbers from 4 tools into one spreadsheet.

Finance doesn’t trust it.

The VP wants it by 9am.

And the person who built it is on PTO.”

That’s not “better copy”.

That’s reality.

And reality is what makes buyers stop scrolling.

If you want a quick exercise.

Take your last post and underline every abstract word.

Then rewrite each one as:

1. A moment.
2. A person.
3. A consequence.
4. A specific annoying sentence someone said.

That’s the stuff people remember.

Your best content idea is their last straw moment:

Buyers don’t gradually decide they need help.

They go from:

“We’ll deal with this later”

to:

“Okay… we need help.”

And it’s rarely gradual. Or at least it doesn't feel like it.

It’s an email.

A call.

A missed deadline.

A board question they can’t answer.

A pipeline report that makes their stomach drop.

That moment is content gold.

Because your audience is living through the same thing right now.

So, when you ask customers:

“When did you know you needed us?”

That’s a leading question.

You’ll get polite, filtered answers.

Instead, ask these 3 questions.

1) What was the last straw?

What exactly happened?

2) How did that feel?

Stress, embarrassment, panic, anger, relief?

3) What did you try first be you looked for a vendor?

If you sell to agencies, it might be:

“The email that almost killed our retention.”

If you sell to SaaS founders, it might be:

“The demo that got applause… and still zero paid users.”

If you sell to sales leaders, it might be:

“The forecast call where I realized our pipeline was fake.”

Write that story.

Focus on the moment your buyer recognizes and thinks:

“Yep. That’s me.”

---

Want a free video breakdown of how to find those moments? DM me and I'll send it.

Lots of B2B founders I talk to daily have 1 content problem:

“my expertise sounds vague on the internet”

So they post more.

More tips.

More frameworks.

More “here are my thoughts”.

And buyers still can’t repeat what you do to their boss.

That’s the real test.

If someone can’t explain you in 10 seconds, you don’t have positioning.

You have vibes.

Here’s the fix:

Build what I call a Demand Packet.

A Demand Packet is a mini, self-contained story that turns your expertise into something a buyer can understand fast… and repeat to their boss without sounding stupid.

It’s not a post.

It’s the message architecture under your post, your email, your landing page, your sales deck.

Every Demand Packet has 5 parts:

1. Trigger

The real moment your buyer experiences

Not “digital transformation”

More like “it’s quarter end and ops is drowning in spreadsheets”

2. Job

What they’re actually trying to get done

Not “improve analytics maturity”

More like “get numbers leadership can trust by Monday”

3. Constraint

The villain of the story:

Tool chaos, slow IT, no owner, internal politics.

4. Outcome line

One clear result, ideally with a number and a timeframe.

5. Proof artifact

Something small they can forward internally:

• 2 slides
• 1 screenshot
• a tiny checklist

If it can’t be shared in Slack, it’s too big.

This compounds, because you stop reinventing your message every week.

You build a library of packets.

And now your content has something buyers can actually use internally.

If you want, comment PACKET and I’ll send you the Demand Packet fill-in template I use with clients.

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