Brand Messaging

Your homepage is not broken. Your messaging is selfish. Here is the uncomfortable truth every DTC brand needs to hear. You are not losing sales because your product sucks. You are losing sales because your homepage won’t shut up about you. Every sentence you write about your mission, your story, your journey, your brand values […]

Most online store owners blame traffic, price, or ad performance. But the real problem? Their offer doesn’t feel urgent, emotional, or obvious. Let’s be real – Shopify traffic is expensive. Ad costs are climbing. Abandoned carts are everywhere. And yet, most store owners still believe the problem is visibility. “If I could just get more

Most people think products sell because they’re “better.” But in e-commerce, that’s rarely true. You’ve seen it yourself: A ridiculous product – a glow-in-the-dark toilet nightlight, a plush banana, a coffee mug that says “world’s okayest boss” – somehow crushing it online. Meanwhile, your high-quality, well-researched, “actually useful” product struggles to get noticed. Why? Because

Most online stores lead with logic. But if your product page doesn’t make people feel something in the first 5 seconds, they’re gone. Last week, I paid twice as much for a product I didn’t need. Same function. Same delivery time. Same 3-star reviews. So why did I buy it? Because the first five words

Chase Dimond’s billion-email approach changed how I think about marketing, clarity, and conversion. A few years ago, I wrote what I thought was a masterpiece. The subject line was clever. The design was beautiful. Every sentence was “on-brand.” I even got compliments from the creative director. Everyone on the brand’s team was proud of it.

He spent $5,000 on ads and didn’t get a single sale. What we fixed had nothing to do with the product – and everything to do with how he was describing it. I read his landing page like a customer – and had no idea what the hell he was selling. The headline was vague.

I used to obsess over sounding professional. Clean. Safe. On-brand. Then I heard about at the brand numbers – and realized no one was buying. My copy was “technically good.” It read well. It passed Grammarly. But it didn’t move people. Because polite copy doesn’t trigger action – it triggers indifference. I learned the hard

In 2023, a founder came to me with a problem: “We’ve spent months on this store. We have great margins, clean design, fast shipping – but no one’s buying.” I took one look at the site and knew exactly what was wrong: Everything was polished – but nothing felt real. It looked like a high-converting

Every dollar you spend on ads is either buying trust – or wasting time. And trust doesn’t come from clicks. It comes from clarity. In 2022, I watched an ecommerce brand burn $12,000 on paid ads… and get almost nothing in return. They had beautiful creative. Click-through rates were high. Engagement looked promising. But conversions?

Most DTC brands are dying quietly. Not because they can’t keep up, but because they don’t know how to adapt fast enough. A few years ago, a team I knew was pumping out content like crazy. Every channel was active. Their social reach looked good. And yet… every time the algorithm changed, traffic fell off