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 […]

Stop Letting Marketing Tactics Poison Your Brand

Stop Letting Marketing Tactics Poison Your Brand

If businesses were being honest, most of them would have to admit they have no idea what their brand is. They fail what Seth Godin calls the brand formula, which I think is a clever model for thinking about what makes a company unique, and how powerful their relationship with consumers is: [Prediction of what to […]

Amazon Is Killing List Prices. Should You?

Amazon Is Killing List Prices. Should You?

Last week, the New York Times reported that Amazon is “quietly eliminating list prices.”  You know, these things: One analysis showed they’ve been removed from around 70% of Amazon products, up from 29% in May. Why is this important? Well, those higher list prices are usually listed and crossed out to let you know you’re […]

The Overlooked Truth About Writing Great Headlines

The Overlooked Truth About Writing Great Headlines

“Hey, what do you think of this headline?” I hear that question from fellow copywriters and marketers almost every day. And it’s enough to make me scream. Why? Because, without context, “headline” could mean any of the following: Blog post title Email subject line Facebook ad headline Sales page headline Opt-in page headline Home page headline […]