The Source Approach
@sourceapproach
The only Fractional CMO for eCommerce brands who installs & operates the Brand Intelligence OS to drive your rapid, profitable growth.
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My contrarian take for eCommerce CEOs: You don't have "bad agencies." You're just paying 5 "vectors" to "spread" your "Brand Pollution". This "Agency Chaos" is the "virus" killing your sales. Just dropped the "cure" for this "corruption" on LinkedIn. https://www.linkedi...
Your Amazon agency and your Shopify agency are "polluting" each other. Their "dissonant" signals create "Cortisol" (distrust) and kill your conversions. Stop paying for Brand Pollution. As a "Diagnostician," my "Source Approach" audits all "vectors" to find the "disease."
Your low ROAS isn't an ad problem. It's a "Brand Pollution" problem. Your ad (Signal 1) makes a promise that your "polluted" landing page (Signal 2) breaks. This "dissonance" is "Cortisol-inducing" (painful) and kills conversion. Stop fixing symptoms. Cure "The Brand Source."
eCommerce CEOs: Your "Agency Chaos" is a symptom of "Brand Pollution." You're paying 5 agencies to spread 5 different, "dissonant" signals. This "Cortisol-inducing" (painful) chaos is killing your sales. Cure the "Pollution" at "The Brand Source," not just the symptom.
Quick 'Source' fix before your weekend: Ask your Shopify team and your Amazon team for the creative they ran this week. Do they look like they work for the same brand? If not, you've found your Brand Signal Decay. That 'Cortisol' is killing your conversion. Fix the 'Source'.
I'm calling it: Your 80-page 'Brand Guidelines' PDF is useless. It's a 'dead' asset in a Google Drive folder, and your AI is ignoring it. Just dropped the full take on LinkedIn explaining why you need a 'Brand OS,' not a 'guide.' Go read it: linkedin.com/in/ta...
Your Amazon & Shopify headline: "Our Patented H-12 Tech." My diagnosis: A "Cortisol-inducing" signal that repels buyers. Stop selling features & IP. Start delivering "Dopamine" (the 'YES' button). Try: "Your 30-Second Path to Relief." Fix the "Signal." Win the sale.
Your Amazon A+ Content is beautiful... and failing. It's not a design problem. It's Brand Signal Decay. You're creating "Cortisol" (distrust) instead of "Dopamine" (the sale). I just posted my 3-step "Signal Coherence" audit to fix it over on LinkedIn. https://www.linkedi...
Your ROAS is dropping. It's not an ad problem. It's 'Brand Signal Decay.' Your ad says "simple." Your site is "confusing." That dissonance delivers Cortisol (the 'STOP' button). The fix? Coherence. A coherent signal is a 'Dopamine Delivery System' (the 'YES' button).
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