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Will Thatcher

@_will.thatcher

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Ad creative strategist and affiliate marketer for high growth brands. Specializing in content creation systems that scale without operation chaos.
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Marketing is no longer a game about who has the most creative ideas. It’s about who has the best system to find, deploy and revise those ideas at scale. Here are the three ways our team uses AI in our marketing to reverse engineer success from day 1. by @_will.thatcher
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9 months ago
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You wouldn't expect to build a profitable personal brand in 30 days. So why do you expect your creator affiliate network to pay off that fast? Building a content-driven affiliate community is a LONG TERM investment in the growth of your brand. Most founders find mediocre creators, send out free product, wait a few weeks to just see mediocre results and the declare "influencer marketing doesn't work for us" Here's the problem: You're treating it like an ad campaign when its more like building a personal branding infrastructure. It takes time and dedication to → Setup IG and Email outreach for maximum deliverability and response rates → Create and nurture initial relationships → Warm a community that people want to be part of. Only once the foundations are set can you then increase input into the system and see the results of a compounding ecosystem that works when you sleep. But most founders never get there. They get stuck in the paid traffic mindset where they must see an ROI in 30 days or it gets cut. If that's your mindset then the truth is. You're the limiting factor is your brands growth right now. Only those who can push through and stick with it reap the benefits → Easier advertising (reminding, not convincing) → Higher trust built before they hit your landing page → Deeper reach into segmented audiences. → Reduced reliance on a single acquisition system. So why are you treating creator partnerships, which are brand building trust proxies, like a short term performance play. Don't say you want to build a brand and then refuse to invest the time and resources into the things that build it. The brands that will dominate their affiliate growth systems in 2026 are laying the foundations now. Where do you want to be in 6 months? by @_will.thatcher
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9 months ago
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Most brands hand out loose content briefs to creators and tell them to make a "day in the life of" thinking that will drive them sales. Here's the 3 step, non-negotiable checklist for your UGC to actually make people want to buy. by @_will.thatcher
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9 months ago
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Struggling to scale your UGC ad creative system profitably? Message me “UCG” and I’ll send you a recording explaining how to fix this ➡️ by @_will.thatcher
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9 months ago
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A VSL style ad creative for our client client in the guided journaling niche 📘 by @_will.thatcher
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9 months ago
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A creator generated ad creative made for our client in the health and wellness supplement drinks niche. 🍹 by @_will.thatcher
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9 months ago
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❌ 20 generic affiliates won't scale your brand... ✅But 200 micro-niche creators will Some creators might get you a viral post at best, but your affiliate rewards and incentives aren't enough for them to keep up the consistency. They have 50 other brands knocking at their door and will drop you in a heartbeat for the next most lucrative option. The best way for brands to scale a loyal affiliate system in 2025? Take on "Micro-niche creators" ✅ Partner with 200+ creators who are trusted experts in a specific community who would all have a deep desire for your product. A gut-health dietician A productivity coach for founders A new-mum lifestyle creator Their audience is already looking for solutions for problems. Their recommendation sounds like a solution from a friend, not a paid collaboration. The result? More trust and more targeted campaigns mean click-through rates double to 4-6%+, turning hyper-qualified impressions into actual revenue. Virality no longer sells, it's about hyper targeted audience distribution through niche creators. by @_will.thatcher
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9 months ago
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Are you spending hours a day tracking attribution through google sheets and reporting software? You’re missing out on understanding how modern consumers buy. Nobody buys from a one click attribution campaign. They see multiple touch points across many different platforms and campaigns until they have all the information they need to be able to buy. by @_will.thatcher
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9 months ago
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The #1 reason why your ad creatives have low retention? It isn't the algorithm or creative fatigue, it's your lack of specificity. Every week I hear a new founder tell me one of three things: - "Our CPMs have doubled - it's impossible to scale" - "We've tried 3-4 angles but our market is too saturated" - "Our creatives fatigues in a matter of weeks or days" But the truth is, if your ad doesn't relate to a specific person, problem or objection, you'll loose potential customers in the first 3 seconds, Specificity comes in 3 forms 1️⃣ Numbers: Vague data kills claims. Hard numbers build trust and authority 🙋 Customer avatar: If you try and appeal to everyone, you appeal to no one. ⁉️ Problem / Desire Callout: The more specific the pain, the more personal it feels. Let me show you what this looks like in practice. Here's how most brands write hooks and how I'd write them to stop the scroll.. ❌ Tired of spending too much at the salon? Me too ✅ Tired of spending $249 for a hair cut and wash? This product does it all for $39 instead. ❌ This is me before I tried [Skincare Brand] ✅ I used to get 5 new breakouts a week...before I started using [Skincare brand] ❌ What if I told you you've been drinking coffee wrong you entire life? ✅ Drinking coffee before 9am is wrecking your gut health, do this instead. When your hooks are vague, you aren't just losing attention, you're killing your potential to scale. Low hook rate = Lower CTR, Higher CAC, wasted ad budget and another month spent wondering why ads don't work for you. The fix isn't more angles, more spend. It's making hooks feel specific enough like they were written or one single person. If you're reading this, what's the most specific hook you've seen recently that actually made you stop scrolling? by @_will.thatcher
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9 months ago
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The #1 reason why your ad creatives have low retention? It isn't the algorithm or creative fatigue, it's your lack of specificity. Every week I hear a new founder tell me one of three things: - "Our CPMs have doubled - it's impossible to scale" - "We've tried 3-4 angles but our market is too saturated" - "Our creatives fatigues in a matter of weeks or days" But the truth is, if your ad doesn't relate to a specific person, problem or objection, you'll lose potential customers in the first 3 seconds, Specificity comes in 3 forms 1️⃣ Numbers: Vague data kills claims. Hard numbers build trust and authority 🙋 Customer avatar: If you try and appeal to everyone, you appeal to no one. ⁉️ Problem / Desire Callout: The more specific the pain, the more personal it feels. Let me show you what this looks like in practice. Here's how most brands write hooks and how I'd write them to stop the scroll.. ❌ Tired of spending too much at the salon? Me too ✅ Tired of spending $249 for a hair cut and wash? This product does it all for $39 instead. ❌ This is me before I tried [Skincare Brand] ✅ I used to get 5 new breakouts a week...before I started using [Skincare brand] ❌ What if I told you you've been drinking coffee wrong your entire life? ✅ Drinking coffee before 9am is wrecking your gut health, do this instead. When your hooks are vague, you aren't just losing attention, you're killing your potential to scale. Low hook rate = Lower CTR, Higher CAC, wasted ad budget and another month spent wondering why ads don't work for you. The fix isn't more angles, more spend. It's making hooks feel specific enough like they were written or one single person. If you're reading this, what's the most specific hook you've seen recently that actually made you stop scrolling? by @_will.thatcher
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9 months ago
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Here is the subtle positioning and mechanisms that most successful entrepreneurs and business owners used to resonate with and build their audience. by @_will.thatcher
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9 months ago
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A creator generated ad creative made for our client in the guided journaling niche 📘 by @_will.thatcher
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9 months ago
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