Hi Reader,

It's Josh from AmpliSell.

Quick Update: A few of you asked to sponsor Shop Talk. In fact, Liquid Death reached out. But I told them I would never clutter your newsletter with ads. Our newsletter is not for sale, unlike their delicious 16 oz tallboys available at most major retailers including Walmart and Target.

Two Job Postings with Killer Operators

• ​VP, Growth & Ecommerce at CREATE (Creatine Brand)​
• ​D2C Ecommerce Manager at Russell Stover​

Now let's jump into the deep end and figure out how to get more sales per creator with our webinar system:

“We’re sampling 500 creators a month and barely anyone sells.”

I hear a version of this every week.

You ship hundreds or thousands of samples, but 10% of your creators make a sale and 5% drive the bulk of GMV. It feels wasteful and it's hard to justify the budget.

The good news is you're not alone - the problem is inherent from the pool of available creators.

Creator quality is a fat pyramid.

A wide base of non-sellers. A middle that sells some. A small top that drives most of the GMV.

You may look at your creator community and think “we need better creators - more of the ones from the top please."

That's true, but there is a better solution.

1. Creators move up the pyramid if you help them. Most creators don’t sell because they don’t know what products are your best sellers, how to sell it, what's trending, or what hooks are working. Fix that and their sales increase. This is the webinar I'm about to talk about below.
2. Keep sampling to take as many shots as possible. You can’t predict which videos will go viral, but you can control how many shots get taken. We've seen those non-sellers or so-so middle performers crack off viral videos. More creators posting more videos = more chances at a viral hit = more winners to feed your GMV ads. Long-time Shop Talk readers know the leading KPI: videos per month per creator (weighted by their creator level). So don't dismiss your new and up-and-coming creators.

So how do we move creators up the pyramid?

The Creator Webinar.

We saw a 54% increase in Creator GMV in just one week after running a webinar. We consistently see 20%+ more videos after we run one of these with our creator communities for brands.

Here's the full system:

Your Setup

Invite your creator community to join about a week in advance. Hype it up with incentives. The most active attendee gets $25 cash, everyone who attends gets swag, give out prizes from your inventory, bonus commissions, get creative! Attendance problem solved.

We run ours in Discord. Just click "Stage" and go. No slides, no screen share, no big investment in production. You want to be able to get right into the agenda. Creators are not here for a powerpoint deck and corporate speak.

Your Agenda

First, walk through your briefs that the creators never read. Tell them which products to feature, which talking points to hit, which hooks you've seen work. - Keep this tight, the good part is coming.

Second, (ABSOLUTE GOLD HERE) interview your top selling creators on the webinar. Ask 2 or 3 of your best creators ahead of time if they'll share what's working for them. Drop their top-performing video in the chat, give the room 15 seconds to watch, then have them break it down: the hook, the first three seconds, the trend, the angle that actually converts.
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When you say "use this hook," creators aren't going to listen, but they will when a peer with big GMV numbers says it.

And pulling top selling creators on stage doubles as retention. Interviewed creators feel important (because they are!) and don't churn. Plus, people love talking about their interests and what they're good at, at least I think so, I did start a newsletter...

Third, Point everyone at what is trending now. Creators genuinely don't know which of your products is trending unless you tell them.

Lastly, open for questions. Take every question. A creator who gets an answer from you is a creator who posts.

Yes, it's hand holding, but all of you manage people and know you've got to steer them in the right direction!

Your Scoreboard

Videos per month per creator, weighted by creator level. More videos from better sellers, not just more videos. Same, same, but different.

If you read the issue where we reverse-engineered our biggest GMV months, you already know it: that KPI was the leading indicator behind every single one.

The webinar is the machine that moves it. Every session should show up as more videos from higher-level creators within the week.

Why it works

Our head of social commerce Valeriya says "you want to give access, build connection, and clarify their focus".

And the leverage is stupid: one hour of you or your community manager's time touches every creator in the program at once. Compare that to 200 one-off DMs.

In Summary

You will still sample 500 creators next month. A lot of them still won't sell. The pyramid doesn't go away.

What changes is your video quantity and quality per creator - which as we know is our leading indicator of GMV.

Run the webinar monthly, biweekly if your program's big. Interview your top creators. Develop your middle creators. Cut the unengaged creators.

This creator army is your most valuable asset - develop it or develop it not, there is no try.

We help ecommerce leaders who don't have the time and team to scale TikTok Shop.

• Sampling and Creator Community Building
• Content Strategy
• Advertising Campaigns
• LIVE stream operations & scheduling
• Halo sales tracking
• Full-funnel analytics & optimization

We plan, execute, and deliver GMV growth.

Book a call here -> https://calendar.app.google/SjUfGyLrPdH9g7fS9​
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Cheers,