HomePod is missing Apple’s marketing magic. What happened?

HomePod is missing Apple’s marketing magic. What happened?

There’s been something about the way Apple is promoting its new smart speaker, HomePod, that I can’t quite put my finger on. Tim Cook set the tone for how they would promote the device back when he introduced it in 2017. He started by reminding everyone how much Apple truly has revolutionized our relationship with […]

How Patagonia Solved a Hated Ecommerce Problem with Great UX

How Patagonia Solved a Hated Ecommerce Problem with Great UX

If you buy clothes online, you’re probably used to the dread that gathers in the pit of your stomach when you see this section of the page: Which size am I again? Do their jackets run big or small? Ugh, I don’t want to have to return this. These are the thoughts that plague the […]

What I Learned Analyzing 16 Years of MailChimp Home Pages

What I Learned Analyzing 16 Years of MailChimp Home Pages

For a long time, people (including me!) have fawned over the fun, delightful bits of copy MailChimp sprinkles throughout their product and marketing assets. But it’s become increasingly obvious that there’s a lot more than just fun branding to the self-funded Atlanta company that’s grown to over 16 million customers and 700+ employees. And people […]

Disruption and Chill: Breaking Down the Evolution of the Netflix Brand

Disruption and Chill: Breaking Down the Evolution of the Netflix Brand

A few weeks ago, I was reading back through Clayton Christensen’s classic book on disruptive innovation, The Innovator’s Dilemma, when a thought struck me: We hear a lot about the strategic and product decisions that make companies disruptive, but we rarely see much about how those companies marketed their products. Everyone knows, for example, that […]

5 Rules That Make Writing About Your Own Product Easier

5 Rules That Make Writing About Your Own Product Easier

The other day I saw a tweet that instantly made me want to check out a product: Specifically, the part that says “getting random Kindle highlights each day.” That sounded awesome! But what I found on the page he linked to confused me: “Don’t let your Kindle highlights disappear.” When I read that headline, I […]

Breaking Down BuzzFeed’s Tasty One Top Sales Page

Breaking Down BuzzFeed’s Tasty One Top Sales Page

Unpopular opinion alert: I think BuzzFeed is a really smart company. Yes, the company that built its reputation on listicles, clickbait headlines, and annoying viral quizzes. Oh, and those overhead cooking videos you get sucked into watching on Facebook once a week (admit it!): I’m talking about their video series called Tasty, which racked up 1.1 […]

The Genius of LaVar Ball Is Missing from the Big Baller Brand Website

The Genius of LaVar Ball Is Missing from the Big Baller Brand Website

You don’t have to be a basketball fan to recognize this man: That’s LaVar Ball, the guy who, over the past year, said he could beat Michael Jordan one-on-one, demanded a $3 billion shoe deal from Nike and Adidas for his son Lonzo (a rookie just drafted by the Los Angeles Lakers), and a variety of […]

Sales Page Breakdown: How the Founder of Android Is Marketing His “Anti-iPhone”

Sales Page Breakdown: How the Founder of Android Is Marketing His “Anti-iPhone”

A few weeks ago, a huge announcement hit the tech world—Andy Rubin, the guy who created the Android operating system, was launching an all-new company that aims to be “the first great gadget maker since Apple,” as Wired described it. The company is called Essential Products, and its first product immediately grabbed headlines: a $699 smartphone called […]

Brand Repositioning: How MailChimp Is Evolving to Dominate a Larger Market

Brand Repositioning: How MailChimp Is Evolving to Dominate a Larger Market

On paper, MailChimp shouldn’t be a sexy company. They’ve never raised venture capital. They’re based in Atlanta, a world away from Silicon Valley. Oh yeah, and their company helps businesses use everyone’s favorite marketing channel to hate—email. But with 14 million customers, $400 million in revenue in 2016, and an intoxicating brand that gives even […]

The Graph of Business Agony and Ecstasy (or How to Optimize Things That Matter)

The Graph of Business Agony and Ecstasy (or How to Optimize Things That Matter)

When you work on lots of email marketing projects, you have a special relationship with your inbox. By that, I mean I read pretty much every marketing email I get—even the bad ones. (Sometimes you can learn a thing or two from them!) But it’s always a little disconcerting when you get a not-so-great email […]