Why B2B Tech Buyers Decide on LinkedIn Before They Ever Book a Demo
Your B2B tech buyers form their opinion on LinkedIn long before they book a demo. Here is what they see and what to actually do about it.
Social Media for Actors: What Casting Directors Actually See When They Look You Up
Casting directors look you up before you ever walk in. Here is what they see, what to post, and how to grow a following that turns into auditions.
Yes, Social Media Can Help You Sell Custom Software
I can already hear the objection. “Social media is great for consumer products, David. But I sell custom software. My sales cycle is six months. My average deal is six figures. Nobody is buying enterprise software because they saw a TikTok.” You’re right. Nobody is going to watch a 60-second video and sign a $200,000 […]
The FTC Is Watching Your Influencers (And You’re the One Who’ll Pay)
A few months ago I got a call from a brand owner who was furious. Not at me, thankfully. At a creator they’d hired to promote their supplement on TikTok. The creator had gone off script, made a handful of claims about the product that were flatly untrue, and the video had already racked up […]
What You Can’t Say: A Real-World Guide to Social Media Claims for Regulated Brands
Last year I watched a supplement brand lose their entire Facebook ad account in a single afternoon. Not because they were doing anything shady. Not because their product was dangerous. Because someone on their team posted a customer testimonial that said “this cured my insomnia” and nobody caught it before it went live. One sentence. […]
Maybe You Shouldn’t Be an Influencer. And That’s Okay.
I’m going to say something that most people in this industry won’t say, because their business model depends on you believing the opposite. Maybe influencer marketing isn’t for you. Maybe affiliate marketing isn’t your thing. And maybe that’s not a failure. Maybe that’s just useful information arriving faster than it does for most people. I […]
You’re Not Getting Screwed on TikTok Commissions. Here’s What’s Actually Happening.
It’s one of the most common complaints I hear from TikTok Shop affiliate creators. They make a video, it starts selling, the brand reaches out for their Spark code, the brand turns it into an ad, and then the creator notices something: the commission on ad-driven sales looks lower than what they were expecting. Cue […]
Creators: Should You Charge Brands an Upfront Fee for TikTok Shop Videos?
An agency owner’s honest take on whether TikTok Shop creators should charge brands upfront, when it makes sense, and the smarter things to negotiate for in almost every case.
Why TikTok Affiliates Aren’t Responding to You (And What Actually Works)
You’ve set up your TikTok Shop. You’ve got a product you believe in. You’ve started sending out affiliate invites, maybe hundreds of them, and you’re sitting there watching the response rate hover somewhere between depressing and nonexistent. Four people accepted. Two of them made videos that looked like they were filmed in a closet during […]
What the FTC Actually Expects From Supplement Brands on Social Media in 2026
One of the most common things I hear from supplement brand owners is some version of “the FTC isn’t really coming after brands like us.” They look around, they see competitors making wild claims, they see overseas brands operating with zero accountability, and they conclude that the rules don’t really apply or at least aren’t […]