Why Your Creative Isn’t Converting (And What to Fix First)

Creative volume isn’t the unlock. Better messaging is.

In this episode of eCommerce Evolution, Brett sits down with Nate Lagos (CMO of Adapt Naturals, former Head of Growth at Original Grain) to break down how great storytelling drives real performance.

From selling wooden watches through emotional positioning… to increasing AOV by reframing gift messaging… to building ads that scale without “fatigue” — this episode is a masterclass in understanding why customers actually buy.

If you’re a DTC founder, CMO, or operator tired of launching more ads without improving results, this conversation will recalibrate how you think about copy, positioning, and brand personality.

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Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!

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Chapters:

(00:00) Intro

(05:05) Nate’s origin story, and why storytelling became a “performance lever”

(07:40) Selling the story behind the materials

(10:30) Customer motivation deep dive: status, identity, and gift-giving

(15:05) Creative quantity vs quality

(19:05) Finding the real “why”: research methods

(23:10) Brand as “personality”

(30:10) Testing surprises + valence/intensity framework

(37:15) Practical frameworks: adjective formula

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Connect With Brett:

1. LinkedIn: https://www.linkedin.com/in/thebrettcurry/
2. YouTube: https://www.youtube.com/@omgcommerce
3. Website: https://www.omgcommerce.com/
4. Request a Free Strategy Session: https://www.omgcommerce.com/contact

Relevant Links:

1. Nate’s LinkedIn: https://www.linkedin.com/in/natelagos
2. Adapt Naturals: https://adaptnaturals.com
3. Original Grain: https://www.originalgrain.com/

Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, JC Hite, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Stephane Colleu, Jeff Oxford, Bryan Porter and more