Why Your Cold Traffic Never Converts (and How to Fix It)

Before we get started, is there anything specific you want to learn about? Let me know, as always, I appreciate all of you who reply each week and share feedback with me.

The other night I was out grilling a steak.

 Neighbors walked by, smelled it, and started asking questions.

“What are you cooking?”  “Looks good, what did you season it with?”

Meanwhile, my buddy who was sitting at the table didn’t want an explanation.

He just wanted me to hand him a plate.

This is pretty similar to how cold and warm traffic work.

Strangers need intrigue and education to lean in.

Warm prospects don’t want the backstory. They want proof, reassurance, and an easy way to buy.

But most brands make the mistake of serving the same message to both. And that’s why their ads underperform.

In this email, we’ll cover:

• Why cold and warm audiences require different creative “heat levels”

• How to build sequences that warm strangers without burning buyers

• The Awareness-Based Creative Architecture we use to deliver the right intensity at each stage

By the end, you’ll know how to stop mismatching ads and start running creative that meets people where they’re at:

You're spending money on Ads, but are you converting enough of your traffic into paying customers?

Every week, the team at EcomAdvertisers shares proven email marketing strategies that turn your email list into consistent revenue.

No nonsense, real insights.

Actionable lessons from brands doing $1MM to $50MM per year.

👉️️ Sign up now to turn more traffic into buyers.

The Problem With One-Size-Fits-All Ads

Cold audiences don’t know you. 

They need education, intrigue, and reasons to care.

Warm audiences already know you. 

They need urgency, reassurance, and proof you’re worth it.

When you hit both with the same creative, you lose both:

• Cold traffic gets overwhelmed and tunes out.

• Warm traffic feels patronized and scrolls away.

The fastest-growing brands don’t separate campaigns by coincidence. They separate by temperature.

Warming the Cold Without Burning the Hot

Here’s the system to sequence your creative like a thermostat:

1. Cold Creative (Strangers)

• Curiosity-driven hooks, problem-framing, light CTAs.

• Goal = spark interest, not push a purchase.

2. Warm Creative (Engaged but Unsold)

• Retarget with benefits, demos, testimonials, objection-handling.

• Goal = build trust and intent.

3. Hot Creative (Ready to Buy)

• Simplify. Direct CTAs, urgency, and social proof.

• Goal = close quickly without over-explaining.

Think of it like that cookout. Strangers walking by want the smell and story. Friends at the table want their steak now.

The Awareness-Based Creative Architecture

We use what I call the Awareness-Based Creative Architecture. A simple framework to make sure your ad intensity matches your audience’s temperature:

• Cold = Education + Entertainment → Spark curiosity, establish credibility.

• Warm = Proof + Persuasion → Answer objections, show validation.

• Hot = Simplicity + Speed → Deliver urgency, remove friction, and close.

The goal isn’t 3 separate funnels. It’s one sequence that warms people step by step until they’re ready to buy.

Superfiliate empowers brands to run end-to-end influencer, affiliate, and referral programs by providing a comprehensive, user-friendly platform that consolidates multiple word-of-mouth channels.

With features including cobranded landing pages, social listening, and product seeding, start building genuine, long-term partnerships with creators while leveraging data-driven insights from integrations with Meta and TikTok to optimize performance.

Superfiliate enables marketers to prove their value, make informed decisions, and unlock the full potential of their influencer and affiliate programs.

Superfiliate recently launched their Automations Engine that is a suite of tools that puts the most time-consuming parts of running an influencer, affiliate, and ambassador program on autopilot via a beautiful flow builder.

Want to send a program invite via DMs to every creator with 10k-20k followers that tags you in an Instagram story? We have an automation for that.

Email marketers have email and SMS flows, well, now influencer marketers have flows of their own!

One brand saved over 166 hours in February along with their influencer management automations.

My favorite part is that it's multi-channel, just like your interactions with creators and partners. » Check it Out Today «

Final Thoughts

Brands tend to go wrong because they don’t align the right ads to the right audience.

The Conversion Temperature System fixes that.

Serve curiosity to the cold, reassurance to the warm, and urgency to the hot and you’ll see conversions stack across every stage.

Struggling to grow? My team and I can help.

HOW??

We Use Strategies and Systems that Produce Consistent Results.

We currently work with a handful of brands from early-stage DTC startups to global brands scale smarter, grow faster and get profitable. Whether your goal rapid growth, consistency at scale or just to be profitable again, we've built systems and strategies to achieve that for hundreds of brands over the years.

The results? You get reliable and consistent growth without sacrificing your profitability.

Sound interesting and worth a conversation? Book a call

Want to learn more? Connect with me on social 👇
Twitter - LinkedIn - Instagram - Threads

Thank you for reading! I appreciate you.

Until Next Time ✌️
- Kody

Disclaimer: Special thanks to EcomAdvertisers & Superfiliate for sponsoring today’s newsletter.