Josh G.

In 2017, Donald Miller published Building a StoryBrand, and marketers had a wake-up call. You’re not the hero – your customer is. Your product? Just the guide. Smart DTC brands stopped selling products. They started selling feelings. Conversions exploded. They realized something crucial: people don’t buy what you’re selling. They buy how it makes them […]

Nobody cares about your brand voice… until your conversions tank. Most founders ignore voice until their ads stop working. At that point, it’s not about “positioning” – it’s about survival. Your numbers are down because your brand became invisible. Nik Sharma, a top growth advisor for DTC brands like Feastables and Jolie, calls this the

I used AI to write e-commerce copy for a client once – and it nearly tanked their sales. The descriptions were polished, perfect, and done in seconds. Then the campaign went live… and no one clicked “add to cart.” The copy read like a brochure. No pulse. No connection. Conversions dropped 18% from the previous

In 2018, Harley Finkelstein – president of Shopify – told a room of founders, “People don’t buy products. They buy stories.” The room went still. People’s eyes flicked up from their laptops. And Harley smiled – because he knew half of them wouldn’t act on it. Most Shopify brands nod when they hear that –

The emails making DTC founders the most money right now aren’t written to sell – they’re written to connect. If that sounds backwards, that’s because most brands get it wrong. They think the secret to sales is the perfect offer, a clever subject line, or another “last chance” blast. It’s not. The real secret? Make

TikTok has rewired your customers’ brains. Your copy is still playing by 2015 rules. Your shoppers aren’t comparing you to other DTC brands – they’re comparing you to the most addictive content in history. The first three seconds decide whether they keep scrolling or click away. If you can’t grip them instantly, no discount, feature

In 2014, a little-known shoe brand called Allbirds started selling wool sneakers online. Within 12 months, they were worn by celebrities, praised by Vogue, and outselling brands that had been around for decades – all without competing on price. They didn’t invent a new type of footwear. They didn’t undercut competitors on price. Instead, they

Every month, your store is bleeding money – and it has nothing to do with your ads, your traffic, or your pricing. It’s your words. Fluff is friction. A return is just a broken promise in disguise. When a customer reads your product description, they’re building a mental picture of what’s coming in the mail.

You spent $1,200 on Facebook ads last month. You made 3 sales. The store looks clean. The theme is fast. The photos are crisp. So why aren’t people buying? Because conversions don’t come from design. They come from trust. And trust is built with words. Peep Laja, founder of CXL and one of the world’s

I used to think a beautiful product page was enough to make sales… The clean layout, the lifestyle photos, the branded color palette – it felt polished. But cold traffic didn’t care. They scrolled, hesitated, and left. And for months, I blamed everything except the messaging. Turns out, first-time visitors aren’t reading your copy –