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Your brand is growing. You’re seeing traction. Now, you want to start seeding more product, more consistently.

The question now is: what’s the best way to do this?

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👋 Hey, I’m Brandon Blum. I’m the Founder and Managing Partner at New Edition - a Brooklyn-based creative agency for emerging consumer brands like GreenFi, Happier Grocery, Alice Mushrooms and many more.

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A lot of brands we talk to want to jump straight to paid affiliate programs. They think: "We'll pay creators to post, track their links, and measure success by click-through rates."

It sounds logical. It's rarely the right move—especially when you're just getting started.

When you jump into paid affiliate campaigns before you understand your brand’s relationship with creators, you're putting the cart in front of the horse.

Too many times, I’ve seen brands chase vanity metrics instead of actual sales. 100K views is great. But revenue is what matters. I repeat. Revenue is what matters.

Here's what we recommend: seed first, pay later.

Seeding is simple: you send free product to creators without asking for anything in return.

You're not asking them to post. You're not paying them. You're just getting your product into their hands - and seeing what happens, organically, from there.

This sounds counterintuitive. But it's actually the fastest way to learn three critical things:

Here's the framework we run for brands: run a focused seeding sprint for 60 days. Not six months. Not indefinitely. Sixty days. That's enough time to get real signal without the overhead of managing an endless program.

Send roughly 100 boxes per month (~25 per week) to carefully selected creators, segmented across (at least) 3 different “target audience” groups.

Build a simple dashboard to track who you’re gifting and what’s happening as a result.

You don't need fancy software. A shared Notion doc is enough. Even a google doc.

Here’s what to track:

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After 60 days, you'll have a ranked list of your best performers. You'll know which audience segment is most responsive.

You'll have dozens of pieces of authentic organic content ready to repurpose.

Once you've parsed through the data and identified your winners, then you start placing bets:

But this only happens if the seeding data supports it. You're not guessing. You're scaling what actually works.

If you send out 100 boxes a month, maybe 25 will post. Of those 25, maybe 10-15 will be worth reposting. And of those 10-15, maybe 3–5 will actually drive orders.

That's your funnel. It's not glamorous, but it's predictable. And it beats trying to pay 100 creators to post content nobody wants to see.

Take seeding seriously, and build a system. Run a two-month test with 100 boxes per month across three audience segments.

Track everything in a simple spreadsheet. Learn which audiences respond, which creators post, and which ones drive actual revenue.

Then and only then do you invest in paid content, affiliate programs, and ambassador management.

There are creators out there who want to try your product. A dialed-in seeding campaign will reveal who's worth your time.

If you have any questions on seeding, respond directly to this email or shoot me a note at [email protected]. I see every email that comes in.

Until next week ✌️

Brandon Blum