Happy Sunday and Happy New Year!

From everyone I’ve talked to, 2026 is the year of the grind. The great lock-in. Staying lean in all possible ways. My motto for this year, is “Lean Muscle Mass” in every aspect of life. Drop the baggage, remove distractions, and focus on what matters. So with that energy, I hope you had an amazing turn of the new year, you feel relaxed, rested, and you’re ready to turn it up a few notches. PS, if you’re going to be at ShopTalk this year, sign up for our event (it’s completely free!)

If you’re setting up your acquisition funnel for a direct-to-consumer brand, you have to get the fundamentals right. For today’s newsletter, I pulled together nine of the most important tactics (many of which I’ve talked about before) that will make your funnel far more effective from day one. These aren’t fluff “tips”... they will drive incremental performance, and it’s all based on past data. But, before we get into that…

Retail Club — hotel ballrooms + random badge scans ≠ real progress, this one’s worth paying attention to.

RetailClub is an AI-native community + event platform built by the founders of Shoptalk and Groceryshop. Their flagship event, RetailClub AI Festival, is happening Sept 22–24, 2026 in Huntington Beach, CA. The hook? It’s a fully outdoor, beachside business festival (open-air stages, activations, culture, and meeting spaces) designed to feel more like a purpose-built campus than a convention center.

Two things I like about RetailClub 2026’s format:

• Networking is engineered, not accidental: they’re doing 30,000+ pre-scheduled, double opt-in 1:1 meetings (keyword: “Double”), plus small-group formats so you actually meet the right people fast.
• Everyone is there for AI execution: from AI-curious teams to execs running transformation at scale — higher signal, fewer fluff conversations.

Also… qualified retail + brand decision-makers can attend as Hosted Attendees with free tickets and up to $1,250 in travel/hotel reimbursement.

Check it out / apply on their website, here!

NRF, anyone?

Will you be at NRF this year? I’ll be speaking on Jan 13th alongside Liam at NRF… come watch our session (details here) talking all about what the biggest brands are doing to be the best at retention marketing.

Every great funnel journey starts with an angle. The angle is the unique hook or story that frames your product in a way that personally resonates with your target customer. If you’re running an ad or writing a headline without an angle, you’re just blending in with everyone else. An angle connects your product to something the customer cares about or a context they’re in.

For example, a brand selling rice cakes could simply say “the best low-calorie rice cakes on the market”... but that’s generic. Instead, one campaign reframed it as “The only pre-workout snack that gives you a satisfying crunch!”, instantly connecting the product to a specific use-case (a pre-workout snack) and a sensory benefit (a satisfying crunch). See how much more engaging that is?

By tying your product to a relatable scenario or problem, you give consumers a reason to pay attention. Whether your angle is built around a pain point or an aspiration, make it crystal clear upfront. This angle should shine through in your ads, landing page headlines, and even the first lines of copy. It’s your competitive advantage in a noisy market. Use it to cut through the noise and make people think what you’re selling is made for them.

Once you have the right angle, your copy needs to deliver it in a way that grabs attention immediately. Online, you literally have seconds (a thumb’s scroll) to make an impression. Your ad copy, headlines, and even product descriptions should be crafted to make people stop in their tracks and pay attention.

Start with a strong hook… a bold statement, a provocative question, or a surprising fact that hits your audience’s curiosity or pain point. Great copy often elicits an instant reaction – a “Wow, I need to read more” or even a “Wait… really?”.

One trick is to write for the skimmer: use short, punchy sentences and highlight or bold key phrases so they pop out at a glance. Imagine someone scrolling through Instagram or their inbox; the goal is to jolt them out of autopilot.

The rest of your copy should maintain that interest with an easy-to-follow, conversational flow. Keep the language simple (5th-grade reading level is a good rule) and get to the point quickly. If you’ve got a killer angle as the foundation, and your copy is sharp enough to stop the scroll, you’ve won half the battle of moving a prospect into your funnel.

Why do people buy your product versus all the others out there? Often, it’s because of how you make them feel. A common mistake is to only hammer on “value props” or even benefits in a dry way. Yes, features and benefits are important and customers need to know what they’re getting… but to really win them over, you should lead with emotion and outcomes.

In practice, this means copywriting that paints a picture of a better life with your product. You want the reader to imagine themselves experiencing the positive result. Brands that do this well speak in terms of the customer’s life and feelings, not just the product specs. For example, rather than saying “Our pans are non-stick (value prop)”, say “Cook your favorite meals with no mess and less oil (benefit)”. The latter appeals to an emotional outcome – it promises ease, health, and happiness from cooking, not just a feature of the pan.

Take it even further by tapping into the senses and identity of your customer. If you’re selling a skincare item, don’t just list the ingredients and benefits; describe the feeling of confidence they’ll get when they see clearer skin, or the relief of finally solving that stubborn problem. Use storytelling elements or analogies your audience relates to. The key is that your funnel’s messaging should make people feel something – excitement, relief, urgency, belonging – rather than just think about a logical feature list.

Psychology beats specs. As I like to say, if someone reading your copy can picture themselves using your product and feeling happy or proud about it, you’re doing fantastic.

Consumers connect with people, not just products. That’s why one of my must-dos is using creative assets that show the human side (or the BTS) of your brand.

Instead of only displaying glossy product photos or polished studio shots, incorporate real humans and authentic personality into your funnel creatives. This could mean featuring yourself (as the founder or even a marketer on the team) speaking to the camera, showing behind-the-scenes snippets, or using content from real customers. Audiences can tell when an image or video is just a paid actor or stock photo versus a genuine person with a genuine opinion. This is why UGC does so well (granted its real).

One brand I worked with swapped out model-perfect images for photos of actual customers using the product at home, and the performance shot up. Why? Because it felt relatable. No more excessive shoots and paying actors for this brand… we switched everything to UGC and it works!

Don’t be afraid to put a face to the brand; whether it’s yours or your customers’. It immediately adds credibility and warmth. If you, as the founder, are comfortable being on camera, even a casual selfie video explaining why you created the product or a quick demo can outperform a slick ad. Then run the ad from your own Instagram account, and watch your CTR double.

Remember, people buy from people.

When it comes to creative assets and landing page content, a golden rule is show, don’t tell. You need to demonstrate your product and how it works in real life, so potential customers instantly understand it and can visualize it fitting into their lives.

If someone lands on your page or sees your ad and can’t quickly grasp what you’re selling or how to use it, you’ve lost them. Make it obvious. Use images and videos that show the product in action — being held, worn, trying it on, unboxing it, or used as intended.

For instance, if you sell a kitchen gadget, have a short video of someone actually using it to prep a meal. If it’s apparel, show it on a person moving around, not just a flat lay or isolated studio shot. A strong hero image or video should immediately communicate what the product is and why it’s great.

One of my favorite tests is to see if an image alone (without any text) conveys the core idea. Does a quick glance at your creative let someone know what the item is and how it improves their life? If not, pick a better visual. Effective funnel content also highlights ease of use and integration into daily life. Show the before-and-after if applicable, or a side-by-side (product vs. no product).

If you’re advertising something like a coffee machine, for example, an image of a busy person breezing through their morning with your machine can speak volumes. Don’t just sell the product, sell the lifestyle. It tells a story of convenience that copy alone might not. Also consider demonstrating scale and context: show the product’s size relative to something common, or show it in the exact environment it’s meant for (a water filter in a kitchen sink, a travel accessory at an airport, etc.).

Lifestyle imagery is powerful; it lets customers picture what their life could be like with your product in it. In short, use your creatives to answer the question every shopper subconsciously asks: “How will this actually look/work in my life?”

Now let’s talk about your landing page — my favorite part, personally, and the heart of your funnel’s conversion engine. A common mistake is sending ad traffic to a sparse product page or a bland homepage with minimal info. Stop making that mistake… it’s 2026.

Instead, treat your landing page like a comprehensive sales pitch for first-time visitors. It should have enough content and compelling offers that a newcomer leaves thinking, “Wow, I’m getting a great deal here and all my questions are answered.” Start with a strong above-the-fold section: clear product imagery (as discussed), a punchy headline that hits your angle, a brief blurb or bullet points of key benefits, social proof (like “★★★★☆ Rated by 5,000+ customers”), and a call-to-action. Right away, visitors should know what you’re selling, what’s special about it, and why they should trust you.

As users scroll, the page should continue to educate and persuade… think additional benefit sections, more social proof (testimonials, press mentions), a comparison chart (show how your product stacks up versus competitors or the status quo), and an FAQ.

I always say include a comparison chart if possible. I’ve never seen a comparison table that didn’t make me feel more informed and confident as a shopper. Education is critical; many potential customers won’t bother Googling around to learn more, so serve up the facts and figures that make your product credible (clinical results, ingredient sourcing, materials, etc.). But balance those facts with storytelling and visuals so it’s not a snooze-fest.

Lastly, structure your offers on the page to feel like a no-brainer. Highlight savings (e.g. “Save 20% with the Starter Pack!”), use strikethrough pricing to show a deal, or present bundles as most popular to nudge higher AOV. By the time someone reaches the bottom, they should feel informed and excited – not left wanting more information.

A well-crafted landing page can easily be several scrolls long; don’t be afraid to make it content-rich. It’s far better to answer objections and build value upfront than to lose a potential sale because your page was too thin.

To get a visitor over the hump from “interested” to “purchasing,” you often need to sweeten the deal… basically, give them something in exchange for taking a chance on your brand. Especially for new customers who have never heard of you, an extra incentive can dramatically improve conversion rates.

You’re asking a stranger to pull out their credit card for you, so make it worth their while (and reduce any fear). There are a few ways to do this. One is a first-time purchase discount or offer – for example, “15% off your first order” or “Free shipping on your first purchase.” This is a straightforward value-add that makes a customer feel like they’re getting a special deal. Another approach is a free gift or bundle upgrade: “Buy one, get a bonus item free,” or a gift-with-purchase like a free tote bag or samples. Some brands that avoid discounting will use this tactic to add value without cheapening the product — the customer still feels they’re gaining something extra.

You can also create a sense of reciprocity by framing it as “Because you’re a new subscriber/shopper, we want to give you X”. In all cases, make the offer extremely clear on your landing page or in your pop-up. Don’t hide the fact that you’re giving them a deal; shout it out at the top of the page if possible.

Lastly, reduce the risk for first-timers with strong guarantees or easy return policies. Offering something like a “30-day money-back guarantee, no questions asked” can erase a lot of hesitation. It tells the customer that if the product isn’t for them, you’ll make it right. In fact, put that guarantee or easy return promise right next to your CTA buttons if you can (e.g., “Try it risk-free for 30 days”). The combination of a sweet upfront deal and a safety net for dissatisfaction is incredibly powerful. It shows confidence in your product and goodwill toward the customer. Ultimately, you want a new customer to think, “Okay, I have nothing to lose here and I’m getting a great value – why not give it a try?”

Social proof, evidence that other people love your product, is one of the strongest trust-builders in any funnel. When a potential customer is on the fence, seeing that hundreds or thousands of others have bought and enjoyed the product can tip them over into buying.

Make sure every stage of your funnel showcases some form of social proof. On ads, this could be in the form of a quick testimonial line or a star-rating graphic overlay. On your landing page, include customer reviews, ratings, and testimonials prominently (and honestly). A common best practice is to show a star rating average (e.g. ★★★★★ 4.8/5 from 2,341 reviews) near the top of the page. This immediately signals, “People trust this product.” You can also sprinkle shorter testimonial quotes or industry awards (“Voted #1 in...”) as badges throughout the page.

Leverage any press mentions or influencer shout-outs as social proof. A “As seen in [Refinery29 or BuzzFeed or Well + Good]” section or a quote from a notable figure can lend authority.

Comparison charts can also build trust by objectively showing how you stack up (it’s a form of social proof that says “we’ve done our homework to be the best”).

The key with social proof is to make it specific and relevant. “Best thing ever!” is less convincing than a quote that says “It solved X problem for me after years of trying everything else,” which a reader with the same problem will resonate with.

Finally, keep the social proof credible… use real names, photos, and if possible, link to sources (like an external review site or a case study) for the skeptical. By removing the fear of the unknown, strong social proof elements assure new customers that they’re making a wise decision joining the crowd of happy buyers.

In 2026, this should go without saying, but it’s amazing how many funnels still ignore it: optimize everything for mobile. The majority of your traffic (often 80% or more) will likely come from mobile devices, so your ads, landing pages, and checkout process must be seamless on a phone screen.

This means fast load times, easy-to-read text, and layouts that don’t require pinching or excessive scrolling. Start by designing mobile-first; ensure your images and copy look great on a small screen before worrying about desktop. Use legible font sizes, short paragraphs, and big, tappable buttons. Nothing kills a mobile conversion faster than a cluttered page or a tiny CTA button that’s hard to tap. Speaking of speed, aim for your pages to load in under 1-2 seconds on mobile connections. Consumers have zero patience for a slow site.

Compress images, use quick-loading tech, and test ALL FUNNELS on different devices.

Simply put, the smoother the experience, the higher your conversion rate will climb. Design with a clear visual hierarchy for mobile. Big headlines, clear sections, and obvious progression (e.g., problem → solution → proof → offer → CTA) help guide a user’s thumb steadily toward that “Buy” button.

Respect the fact that your customer is likely browsing quickly on a 6-inch screen, so make their journey easy, intuitive, lightning-fast and favorable to them.

What else would you add? Reply here and I’ll include it when I share the article on my upcoming website.

The first newsletter of the year is in the books, and I’ve got a ton of exciting content planned to help out people/brands of all different stages and sizes. Next week’s newsletter is all about the “Sharma Way” to test new channels and I can’t wait to share it with you all.

It’s Sunday night, so I hope you get a full 9 hours of sleep before launching yourself into the new year and new week. Have an amazing upcoming week and I’ll see you next Sunday!

Get your brand in front of 57k+ marketers, DTC operators, and founders by clicking here. 

Workweek Media Inc. 
1023 Springdale Road, STE 9E
Austin, TX 78721

Want to ruin my day? Unsubscribe.