Creative Idea The core idea is to simplify the value proposition of the platform by presenting two clear, distinct paths for monetization: becoming a "creator" or an "affiliate". This binary choice makes the platform's offerings accessible and easy to understand for a broad audience, from experts looking to package their knowledge to marketers seeking to earn commissions. The carousel format is used to guide the user through this decision-making process, positioning Hotmart as the solution for either path. Execution Breakdown The post uses a clean, visually appealing carousel format. The first slide hooks the viewer with a direct question: "How to sell with Hotmart." Each subsequent slide uses high-quality stock imagery that visually represents the target persona-a yoga instructor for the creator and a focused professional for the affiliate. The copy is concise, defining each role clearly and simply. The color palette is consistent with the brand's identity, and the final slide features a direct and unambiguous call-to-action (CTA) to "Click the link in our bio," effectively funneling interested users to the next step. Why It Works This content is effective because it demystifies the platform. By breaking down its services into two relatable user journeys, it lowers the barrier to entry for potential customers. The use of aspirational yet achievable imagery helps the audience self-identify with one of the roles. The structure of the carousel tells a complete story, from problem (how to sell) to solution (creator/affiliate) to action (click the link). This educational approach builds trust and positions the brand as a helpful guide rather than just a tool. What to Replicate vs. What to Test Next Brands should replicate the strategy of simplifying complex offerings into digestible, persona-based paths. Using a clear, educational carousel format with a strong CTA is highly effective for driving traffic. For what to test next, Hotmart could create short video testimonials for each path. Featuring a real creator and a real affiliate sharing their success stories could add a layer of social proof and authenticity, potentially increasing click-through rates more than stock imagery. A/B testing this carousel against a video version would yield valuable insights. Adaptations for Small Business Owners Small businesses can adapt this by identifying the two or three main customer profiles they serve. They can then create a simple carousel post explaining how their product or service specifically solves a problem for each profile. For instance, a local bakery could create a post showing how they cater to "busy parents needing a quick treat" versus "event planners needing custom cakes." This targeted messaging makes the brand's value clearer and more relevant to different segments of their audience. In conclusion This post is a well-executed piece of top-of-funnel content designed to educate and drive traffic. Its strength lies in its simplicity, clear messaging, and direct call-to-action. By segmenting its audience into two core groups, the brand effectively communicates its value proposition and guides potential users toward the next step in their journey, making it a strong example of educational marketing.