Help! Swirl marks on my new Lobb's after polishing

[Xiaogou]

I would post pictures, but the quality is too poor. Basically, I just got a new pair of JLP Brackley's in black as I already have them in Chestnut.

I applied Allen Edmonds Shoe Cream with a new horsehair dabber. Went through the routine and I noticed as I was going over the shoes with the brush, swirl marks are on the leather

. I tried buffing and they are still there.

What do I do??

 

[antirabbit]

press harder, try some creme on the polishing rag and it will take the residual swirled polish off.
I use microfiber cloths, they work well to mechanically remove excess creme or polish and give a very nice shine as well.