Marketing Examples #065 — Free razors, Taylordle, and Copywriting tips

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#065 — Free Razors, Taylordle, and Copywriting Tips

Hey — It's Harry.

Hope you had a good weekend. I played football and worked on the newsletter.

Three short examples

1/ “Give 'em the razor, sell 'em the blades”

In the early 90's Gillette started posting free shaving kits to men to celebrate their 18th birthday.

The idea was simple — Hook men at the age they decide their shaving brand for life.

Let's do some rough maths:

90% of men pay no attention. 10% get hooked on Gillette. And spend $40/yr on replacement blades for the next 10 years.

That's an average return of $40 (10% * $40 * 10 yrs). On a gift that costs $10 to post.

Gillette post two million a year. $80M revenue. $60M profit.

2/ Taylordle

Newsjacking is the art of piggybacking on trending topics to draw attention to your own brand. Yesterday I saw a good example.

A Taylor Swift themed Wordle. From a Taylor Swift themed podcast.

• 2.5M visitors

• 100 media placements

• Podcast downloads up 400%

3/ A Table of Contents can work wonders for SEO

1/ Anchor links are included in the SERP

2/ Keywords rank long-tail in Google

3/ Better UX means longer session duration (a ranking factor)

Credit to Pat Walls for this tip. He ran A/B tests on Starter Story and found a 2.6x increase in session duration after adding a Table of Contents.

Two Copywriting Tips

1/ Three ways to make a price seem cheaper

1/ Shorter timeframe: $1,261 / year ⟶ $3.45 / day

2/ Smaller units: $720 for the team ⟶ $5 per employee

3/ Comparison: $12 / week ⟶ 3 lattes a week

2/ “If it sounds like writing, rewrite it” — Elmore Leonard

One Favourite Tweet

“When everyone zigs, zag.” — Barbara Noakes

* * *

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Thanks to Ahrefs for sponsoring. I rely on them to grow my search traffic.

See you next Monday — Harry

P.S. — DJ Dry's song of the week

P.P.S — Want to share an example with 89,820 marketers? Reply.

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Marketing Examples #065 — Free razors, Taylordle, and Copywriting tips

Older messages

Marketing Examples #064 — Ben Foster, Signal's ads, and Copywriting Tips

Marketing Examples #063 — Backlinks, direct sales, and copywriting tips

Harry's Newsletter #062 — A fresh start

Marketing Examples #061 — I'm Back

Best of Marketing Examples #003 — My step-by-step guide to writing landing pages

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