1. Home
  2. Discover
  3. Business
  4. Marketing Examples

3-2-1: Viral Chocolate, CRO tips, 3am videos

Hey — It's Harry. I started this newsletter in Wimbeldon. I'm finishing it in Val-d'Isère. Skiing tomorrow for the first time in my life. They call me  ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

​

Marketing Examples Logo
3-2-1: Viral Chocolate, CRO tips, 3am videos
Hey — It's Harry
I started this newsletter in Wimbeldon. I'm finishing it in Val-d'Isère. I'm skiing tomorrow for the first time in my life. Clear the slopes.
The replies to last fortnights newsletter were both unexpected and generous. Thank you. Enjoy this week's effort.
Estimated read time: 3 minutes & 42 seconds.
Before we begin... A big thank you to this week's sponsor...
Rows
• Want to start a B2B podcast in 2023?
• Join Slack, Stripe, Zoom and let Caspian do it all for you.
• Mention Harry on their site. Get $1250 off.

Two short examples

1/ The chocolate that goes viral every day
Tabs makes “sex chocolate”. Last month they sold half a million worth.
Oliver is the founder. A 21-year-old college kid from New York. I spoke to him on Friday. There's one thing Tabs do ridiculously well:
Short-form vertical video.
They have several hundred videos with one million views. Oliver tells me the secret is sheer output.
“No one knows what the algo is going to like. So don't look for the needle in the haystack. Cop the whole haystack, you'll get the needle.”
Oliver's got thirty creators on retainer. Each with different Tabs accounts. Each making 1-3 videos / day which get reposted as Shorts, Pins, Reels, etc.
Every day one-hundred Tabs videos hit different pockets of the web. It's a Walter White-scale operation. And it works.
One viral video is luck. One-hundred is design.
What about the actual videos?
Well, they're ten seconds long, made by actual TikTokers, and crucially look nothing like ads. No CTAs, no big logo. The goal is curiosity, not clarity.
“Let em feel like they discover us, not the other way around.”
[1] [2]
If I met Oliver two years ago I'd have put on my silly little “expert” hat and told him:
Grow one brand account. Make PPC ads. Add a clear CTA.
Well, he's done precisely the opposite of all that: hundreds of brand accounts, UGC content, no CTAs.
As I end this story I remind myself — What do I know!
Off the back of Tabs' success Oliver's set up a spin-off TikTok agency that helps brands go viral. If you're intrigued do message him on Twitter :)
2/ I love Blinkist's free trial paywall
What's the #1 objection to signing up for a free trial?
“I'll forget to cancel and get billed indefinitely”
99% of sites sweep this under the rug. Blinkist handles it upfront. Maximum transparency.
Does it work? Lucky for us they ran some A/B tests:
• 23% more trial signups
• 55% fewer customer complaints
• 6% to 74% increase in push notification opt-ins
Win! Win! Win! Sincerity sells.
Credit to the superb Jaycee Day who designed this and Growth Design (also superb) where I first read about it :)

Three Copywriting Tips

1/ My three favourite CRO questions:
1/ How can I bring this to life?
2/ How can I make this REALER?
3/ How can I make this more believable?
2/ The most effective (least respected) copywriting technique?
Rhyme. Makes a line twice as memorable and 22% more believable.
3/ How to make your product relatable?
Drop it into real scenarios.

One Favourite Tweet

* * *
I think it's time for me to call it a night. I'm supposed to be hitting the slopes after all.
If you like what you read please do “add to address book” or reply (it helps with deliverability). If you don't you can unsubscribe here.
Au revoir, à lundi — Harry
Enjoy the newsletter? Please forward to a pal. It only takes 25 seconds. Writing this one took 25 hours.
New round here? Welcome. Marketing Examples here. Copywriting Examples here. Join the newsletter here :)

You are receiving this email because you signed up for my newsletter.
Marketing Examples | Copywriting Examples | Unsubscribe | London, SW19 5AE

Key phrases

silly little expert hat three favourite CRO questions Two short examples a million worth shortform vertical video Walter Whitescale operation Three Copywriting Tips One Favourite Tweet one million views several hundred videos One viral video one brand account superb Jaycee Day free trial paywall last fortnights newsletter onehundred Tabs videos different Tabs accounts

Older messages

3-2-1: Marketing Examples is BACK!

Friday, January 20, 2023

Hey — It's Harry. Before we begin, a quick update. I've spent the last seven months working on my copywriting course. Writing, filming, getting feedba ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

3-2-1: Simple CTA trick, Popup comparison, Free razor blades

Monday, September 5, 2022

Hey — It's Harry. Hope you had a nice weekend. I'm in Cornwall enjoying the seaside. Enjoy this week's tips. ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

3-2-1: Creative retention, Ask me Anything, Copywriting tips

Monday, August 22, 2022

Hey — It's Harry. Hope you had a nice weekend. Enjoy today's tips. ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

3-2-1: Double Entendre, Billboards for social, Copywriting tips

Monday, August 15, 2022

Hey — It's Harry. Hope you had a nice weekend. I rolled back the years and went bowling. Haven't gotten much better. ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

3-2-1: Metaphors, Cognitive Biases, Copywriting Tips

Monday, August 8, 2022

​ Marketing Examples Logo 3-2-1: Metaphors, Cognitive Biases, Copywriting Tips Hey — It's Harry. Another Monday. Another newsletter. Friends, Romans, countrymen, lend me your ears. Estimated read

You Might Also Like

Politicians Want Higher Taxes To Cover For Their Lack of Discipline

Thursday, April 25, 2024

Listen now (4 mins) | Today's letter is brought to you by Shortform! Shortform has the world's best guides to 1000+ nonfiction books. Learn key points and gain insights you won't find

Green industry powers carbon tech's future

Thursday, April 25, 2024

VCs go hunting for euros; which PE funds are behind the curve?; Xaira Therapeutics snags $1B+ from Sequoia, Lightspeed, others Read online | Don't want to receive these emails? Manage your

How to not destroy SEO value in a redesign...

Thursday, April 25, 2024

in 11 easy steps ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

The Value of Blackboards

Thursday, April 25, 2024

Technology is a wonderful thing. Yet, there are times when chalk, pen and paper are still the best method for finding our creative side. ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

Choose Your Champion ⭐

Thursday, April 25, 2024

Bad habits of homepage creators. ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

Inside Google's latest move to postpone the cookie apocalypse

Thursday, April 25, 2024

Despite Google's (most recent) assurances that it would stick to its (newest) game plan, there has been a lot going on as of late. April 25, 2024 Inside Google's latest move to postpone the

The Hottest Trend In Travel, Detroit's Resurgence and the Invisibility Shield That Makes You Disappear | Non-Obvious Insights #416

Thursday, April 25, 2024

The most interesting and non-obvious stories of the week. Share this email online! https://mailchi.mp/nonobvious/416 Dear Newsletterest, Next week I'll be back on the road for events so this was a

🔔Zuck’s betting on a future only he can see

Thursday, April 25, 2024

Wall Street isn't cheering Meta's massive AI investments ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

Maybe college football isn't the best tool to fight the enrollment cliff

Thursday, April 25, 2024

A new study is skeptical of football's ability to actually drive enrollment ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

🎙️ New Episode of The Dime Paul F. Austin on Exploring Psychedelics: Creativity, Hidden Benefits, Microdosing, and Retreats

Thursday, April 25, 2024

​ Listen here 🎙️ Paul F. Austin on Exploring Psychedelics: Creativity, Hidden Benefits, Microdosing, and Retreats​ The use of psychedelics by high-performing individuals and entrepreneurs is on the