“Trust is earned in drops and lost in buckets.”
— Kevin Plank, Founder of Under Armour
Here’s the truth: breaking into the U.S. market is hard.
I don’t care if you’re coming from the UK, China, Germany, or Mars.
The U.S. consumer is spoiled for choice, drowning in ads, and not particularly patient.
If they don’t recognize you, they don’t trust you. And if they don’t trust you, they don’t buy.
So what’s the fastest way to earn trust when you’re new here?
You borrow it—from affiliates, creators, and partners who already have it.
What You’ll Get in Chaos to Grow
• Why affiliates are your secret weapon for U.S. entry
• The partner types that drive local credibility
• Real examples of how we help global brands “borrow trust”
• The playbook you should start building now
From the Trenches: The Global-to-U.S. Playbook
Step 1: Partner With Affiliates Who Already Have Audience Trust
Don’t waste your first year begging U.S. customers to notice you. Borrow credibility from:
- Comparison and review sites that rank and recommend
- Major media outlets with “Top 10” lists people actually read
- Creators and influencers with communities that buy what they say
Step 2: Diversify Beyond Just “Content”
You’ll need more than a few bloggers. Layer in:
- Loyalty and card-linked partners (instant reach to millions of shoppers)
- Podcasts and newsletters (niche audiences, high engagement)
- Tech partners like Upsellit or onsite retargeting tools (conversions you’d otherwise lose)
Step 3: Pay Smartly, Not Just More
The secret isn’t throwing money. It’s structuring deals that reward results.
- Dynamic commissioning on Impact.com
- Bonuses for new-to-file customers
- Extra incentives for partners who deliver scale in Q4
Step 4: Tell a U.S. Story
Your marketing in London, Shanghai, or Berlin won’t automatically resonate in Los Angeles.
- Localize your messaging
- Provide U.S.-friendly creative and offers
- Make your partner toolkit easy for Americans to plug and play
Your Weekly Chaos Challenge
If you’re a global brand eyeing the U.S. market, ask yourself:
Which U.S. affiliates or creators could give me credibility right now if they recommended my product?
Make a list of 10. Reach out to 3 this week.
It’s not rocket science—it’s relationship building.
Final Thought
The U.S. is the biggest affiliate market in the world, but it’s also the noisiest.
If you’re trying to break in, don’t start by yelling louder.
Start by partnering smarter.
Because when a customer sees a brand they don’t know yet, recommended by a partner they already trust—suddenly, you’re not a stranger anymore.
That’s the shortcut. That’s the strategy. That’s the Chaos way.
—Matt Frary
Chief of Chaos
