You don’t run a product brand. You run a status store

Good Sunday morning,

August hey - what a treat.

It’s been a wee while.

A trip to Portugal, a bunch of website bookings that set me up until October (woop!) and a determination to help as many brands succeed as I can.

Genuinely, it made me feel SO fortunate to be able to work / play for a whole month in another country.

And I want the same for you!

The first shift towards that is to stop selling your product.

What does that even mean?!

There are many competitors doing exactly what you do.

Low alcohol drink. Plenty.

Recycled material fitness wear. Heaps

Supplements. Taking over the world

So why do customers choose you?

Honestly, it’s the cut of your jib.

The combination of every touchpoint you put out there.

From your product shots to your brand colours.

Your tone of voice, pricing and values.

It’s all tapping into people’s subconscious (where buying decisions are truly made)

And crucially, their beliefs and ideals about the person they become by having your product.

For some, this could be a practical decision. Think everyday objects like toothpaste where big brands have most people’s trust

For others, you could be their luxury treat.

Something they look forward to as part of a daily / weekly ritual.

Or the splurge that allows them to recreate a Pinterest-worthy bedroom

What to do with this info Laura?

AUDIT YOUR CONTENT FOR SALESY, PRODUCT PUSHES

Are you pushing the product more than the context?

We’re collectively overwhelmed online.

Being hard sold to (unless it’s a retargeted ad or email) feels a bit much.

LESS THIS

MORE THIS

REVIEW YOUR WEBSITE FOR ASPIRATION

Does it show your product in situ?

Does you provide use cases?

Do you paint a picture through words, imagery or video as to why or how it improves their lives or mood?

Are your values crisp and clear so that people can align to them?

Do you show different model shots / example scenarios so people can see themselves reflected back? (This is why landing pages are excellent)

EXAMPLES

TAKE MY MONEY

This is a business idea I had probably 2 years ago now…

I wish I would have gone for it as pistachio is in EVERYTHING!

Even M&S have gone hame on the new range

🛒 Why it’s in my Cart?

Great infographics on the image

The drip! It shows the silky texture really well

The Organic and Palm-Oil free tap into my purchasing decisions and make me feel like I’m doing better.

It’s a straight from the jar kinda thing isn’t it?

AI ADOPTION

Starting with your own store - Shopify.

They’re now giving you the option to create an AI image right there in the interface

Midcentury antique rug - not as good as the real thing but could work really well as a Coming Soon or to amplify existing product shots.

That’s a wrap

What are you actioning? Reply with your takeaways.

Laura

P.s I NEED you to have your best end of year yet. An a high-converting website is the answer.

If you’d like a free 15 mins website audit, reply to this email.