Issue 119: Your pricing strategy is (probably) wrong

Anyone else feeling particularly jaunty this week? A little spring in your step? A little pep in your -to bismol?

| TWEET OF THE WEEK

You might recall that in Part 1 of pricing strategy last month (here it is for anyone who missed it), we covered two important tactics 1) “Gift with Purchase” pricing and 2) LTV-Based Pricing. These tactics drive a lot of value for brands because among other secondary effects, they increase the AoVs and LTVs by unlocking more “value” for the consumer at higher spend points so everyone wins. Brands get increased AoVs & LTVs, Consumers get more value from brands!

Some brands take these tactics a step further.

Tactic 3: The Mix & Match Bundle + Subscription

Bundles + Subscriptions bring together two powerful levers into one tactic: Get all of the AoV and margin benefits from a bundled product while simultaneously boosting LTV and repeat purchase rates via a subscription offering. It’s not surprising to see this blended tactic deployed by one of the most successful DTC beauty brands in the game today - Sol de Janeiro.

Let’s take a look at the Brazilian Icons Duo from SDJ

| YOUTUBE UNIVERSITY

How to Create a High Converting Facebook Ads Offer (any Niche)

| TOGETHER WITH HEY FRANKIE

Crappy email design.

That’s not something that average brand strives for, but it’s what many deliver.

We’ve redesigned 20 average looking emails to make them look a LOT better. You can see the examples by downloading (it’s free) The Ultimate Email Redesign Library.

It’s a collection of 20 average looking emails that we’ve redesigned to make look great. We did so with both the visual and performance in mind.

I’m Ryan Shell, the founder of the e-commerce agency Hey Frankie. I’m also a W6 member and fellow brand owner.

We make clients a ton of money with email and know how important great design is. Again, the download is free. You can get it here.

And no, we don’t just make emails that look pretty. We use data backed decisions to make emails that actually convert.

| QUICK SHOTS

• @SarahLevinger: I truly believe the sheer number of A/B variables you COULD test within an ad is the exact reason why it takes so long to find a winner. Here’s the simplified formula I use to find winners within the first 9 ads 👉️ 

• @ashvinmelwani: After seeing notes from both Meta performance summits in NYC and SF If you haven’t simplified and consolidated your account structure… Things are going to hurt.

• @anzedetn: What is the most surprising performance creative lesson you learned in 2024? I'll go first: Copywriting is still king. Not really surprising…

• @SeanEcom: You could launch a Shopify brand today, and get to 100k in sales within 3 months. Same with tik tok shops, probably within 60 days. I don’t think it’s possible with Amazon anymore… Amazon officially the worst place to launch a new brand in 2024.

• @EyeforRetail_: Had a great conversation with an impressive serial CPG entrepreneur today. This guy understands DTC, knows how to make products go viral, and knows what it takes to grow in retail. He had a really astute observation:

| HERE FOR THE MEMES

| AND IN OTHER NEWS…

| GET LINKED

The best product doesn’t always win, but the best promise does. By truly knowing your audience, you can create a message that resonates deeply!

| YOU’RE HIRED

Brand

• Creative & Content Marketing Manager (Ash & Erie)

• Email & Ecom Marketing Manager (Ash & Erie)

• Senior Digital Marketing Manager (Glade Optics)

• Front-End Engineer (Neurohacker Collective)

• Direct-to-Consumer Demand Planner (Beekman 1802)

• Brand Manager (ResBiotic)

SaaS

• 🆕 Outbound Sales Director (Hyros)

• Content Marketing Manager (Talkable)

Got a job you want us to list? Let us know.

| THE OUTRO

You’re official in the know! Have a good day. Pass it on.

Your besties 🫶

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