3-2-1: Loom, Rihanna, Counterintuitive CRO

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Hey — It's Harry

Welcome to the seventy-eighth volume of Harry's Newsletter.

I'm sitting in a London cafe. Sipping a coffee. My elder brother is sitting opposite. Crunching a croissant.

He cuts fifty words and tells me it's a good issue. I call him “the reducer”.

Enjoy six short lessons...

Estimated read time: 2 minutes 19 seconds.

Before we begin... a big thank you to this week's sponsor.

• What if I told you Oatly built 16 sites in 2 months with Storyblok

• Their visual editor makes Wordpress look ancient.

• Whip up pages ridiculously fast. No bugging your devs.

Three Short Examples

1/ How Loom Created a Category

When Loom launched in 2016 it was called OpenVid. And it was just another “easy-to-use screen recorder”.

At the time all screen recorders walked the same and talked the same. No opinions, no personality.

Until, one day, Loom came up with a point of view:

1. The way remote teams communicate sucks.

2. Meetings are boring. Calls drag on. Email lacks personality.

3. The solution? Async video messaging.

And with that said a new category was created. Loom was no longer “just another screen recorder”. It was “video messaging for work”.

The wonderful thing about creating a new category is you haven't got any competitors. You make the rules. You own the language.

“Send a video message” quickly became “Send a Loom”.

Today, Loom's valued at $1.5bn. More than all the other unopinionated screen recorders put together. That's the power of positioning.

2/ My favourite indie rock band

Zendesk Alternative — A tongue-in-cheek five-piece set up by Zendesk to prevent competitors ranking for their brand name.

3/ WineList's pricing tiers

99% of pricing tiers ascend left to right: Cheap. Middle. Expensive.

Wine List is the 1%. A mistake? Nope.

Founder, Josh Lachkovic, had a theory:

We're anchored to the first number we see. And we scan left to right. So a more expensive left price makes your right price appear cheaper.

In layman's terms, £99 feels cheaper when you see £189 first.

He ran A/B tests and (to my surprise) found a statistically significant increase in overall conversions.

Two copywriting tips

1/ Storytelling tip:

Less “And's”. More “But's”.

2/ Two underrated words in copywriting: “If you...”

• Involves the reader

• Gives up control

• Let's them persuade themselves

One Favourite Tweet

* * *

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.

See you next week — Harry

P.S. Mind rating this email — Grand / Good / Gunky

P.P.S. Song of the week

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3-2-1: Loom, Rihanna, Counterintuitive CRO

Older messages

3-2-1: Parallelism, Languaging, Wooly hats

3-2-1: A six-word email, Big Bertha, Writing tips

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

3-2-1: Marketing Examples is BACK!

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

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