Brand Messaging

I used to write the kind of emails I now delete without reading. They were clean. Polished. Professionally forgettable. Every subject line tried to be clever, but sounded like a brand talking to a “target persona.” Every paragraph tried to sell – but not connect. And every CTA was just a louder version of “Buy […]

Every click that doesn’t convert is money set on fire – and bad copy is holding the lighter. Some of the highest-converting eCommerce sites use words you’d find in a 5th-grade book. Because the goal isn’t to impress – it’s to connect. Most brands write like they’re pitching a boardroom. But your customers? They’re scrolling

Billie didn’t’ go viral because it sold razors. It went viral because it showed armpit hair. While other brands obsessed over smooth legs and sterile packaging, Billie gave the middle finger to beauty standards. It wasn’t selling grooming. It was selling truth. Raw, honest, visually distinct. People didn’t just buy the product. They remembered the

You could be losing thousands in sales – and not even know it. Your site looks great. Your product is solid. You’re driving paid traffic. But if your copy doesn’t convert, you’re just lighting your ad budget on fire. Most ecommerce brands obsess over design and ignore the one thing that actually sells: words. Luckily,

In 2012, a brand called Dollar Shave Club changed everything. No mega ad budget. No viral hacks. Just a story people felt in their bones. Customers didn’t just buy once. They subscribed. Referred friends. Quoted the commercial like it was gospel. And came back – not because of discounts, but because of feeling. That’s the

A DTC founder spent $30,000 on a homepage redesign. It looked beautiful – full-bleed images, modern fonts, slick animation. But conversions dropped 22% within a week. Why? Because nobody knew what the hell they were selling. Most DTC brands don’t have a traffic problem. They have a clarity problem. Visitors land on the site, glance

I used to think the more adjectives I used, the better the copy sounded. Then I read a Cartier ad – one sentence long – and realized I’d been doing it wrong for five years. No hype. No persuasion. Just a quiet, elegant sentence that made me feel like I had to prove I was

Discounts are lazy marketing – and they’re training your customers to leave. Every time you run a sale, you reinforce the idea that your product is only worth buying when it’s cheaper. You’re not building loyalty – you’re bribing attention. And attention earned through bribery always fades the moment someone offers a better deal. The

The phrase “Buy Now” might be quietly costing you thousands in lost revenue – and it’s the default on 90% of ecommerce stores. Most brands think CTAs are just about action verbs. But conversion isn’t driven by commands – it’s driven by psychology. Nir Eyal, author of Hooked, explains that behavior change starts with a

In 2021, the DTC brand Haus sent a plain-text email that crushed every campaign they’d run before – no design, no discount, no gimmicks. Just a message that made the reader think: “This was written for me.” They didn’t target a segment. They spoke to a person. While other brands were busy polishing templates, Haus