📺 Behind Apple's 'One More Thing', Headline Hacks & A Spicy DTC Win!

Author

E
June 11, 2023

Hey Marketers 👋,

Welcome back to your Sunday power-up: GHTV.

This week we're taking you backstage of Apple's 'One more thing…', sharing Hopkins' timeless headline tricks, and analyzing the secret sauce behind Fly By Jing's DTC triumph.

Plus, per usual, we're scrolling through this week's standout wisdom shared on Twitter.

Ready to turbocharge your week?

Roll the intro, GHTV is on air!

🔎 Growth Strategy Channel
One More Thing…

✍️ Copywriting Channel
Headlines That Hook

🛍️ DTC Channel
Fly By Jing: The Spice of Success

🐦 Marketing Twitter Channel
Twitter This Week

🔎 Growth Strategy Channel: Harnessing Apple's 'One more thing...' for Your Brand

What's the magic behind Apple's "One More Thing"?

It's suspense. It's the tantalizing dance of expectation and revelation, a perfectly choreographed routine that leaves the audience at the edge of their seats, craving more.

Take a look at Apple's recent Vision Pro announcement. Strategically placed breadcrumbs led us through a forest of rumors and speculation. Every whisper, every leak, heightened our anticipation. Then, as we neared the edge of our collective patience, Apple pulled back the curtain. Boom.

And that's the essence of "One More Thing." It's not a spontaneous outburst of surprise. It's the result of meticulous planning, an exquisite crescendo in a symphony of suspense.

The takeaway?

A product launch is more than a one-time event. It's a crescendo of anticipation, a journey that carries your audience from curiosity to avid desire. Don't rush to reveal. Play your audience like a maestro, weaving a symphony of suspense.

Embrace Apple's "One More Thing" strategy. Excite, enthrall, and explode onto the stage. After all, the world loves a good show. And your brand, your products, are worthy of the spotlight.

✍️ Copywriting Channel: Headlines That Hook: A Hopkins Method

Headlines. Those potent strings of words that hold the power to hook or repel. Few knew this better than Claude Hopkins, an adman from the pre-digital era whose principles still shape effective copywriting today. His headline crafting method? Timeless. That's what we call Lindy value - the power to endure, to stay relevant despite time and change.

Here's the four-step path to mastering Hopkins' headline art:

1. Know Your Audience: Start by knowing who you're speaking to. Understand their desires, their needs, their troubles. The right headline resonates with your audience's thoughts, echoing their inner voice.

2. Highlight the USP: The second step involves your Unique Selling Proposition (USP). What makes your product special? What unique benefit does it provide? Hopkins recognized that your USP should sit at the heart of your headline, proudly on display.

3. Embrace Simplicity: Forget jargon. Toss out the fluff. Hopkins championed straightforward language that welcomes everyone. Make your headline an invitation to a party, not a puzzle that leaves readers scratching their heads.

4. Be Specific: Last but not least, specifics. Tangible numbers. Hard facts. They enhance credibility and command attention. Compare "Boost Your Sales" with "Boost Your Sales by 30% in 30 Days." The latter doesn't just grab attention—it demands it.

As we dissect Hopkins' method, let's remember: variety keeps your copy interesting. The rhythm of your sentences should flow like a captivating song. Long. Short. Paused. Fast. Hear them. Feel them.

Imagine this: Each headline you write is your first handshake with a potential customer. Your icebreaker. The initial spark that can ignite interest or fizzle out into indifference. Hopkins understood this. He crafted headlines that didn't just hook but hauled readers in. His methods have stood the test of time. That's the power of Lindy.

Take this four-step method. Experiment with it. Shape it to fit your needs. In the world of copywriting, your headline is more than just an array of words. It's your first impression. Make it powerful. Make it count.

🛍️ DTC Channel: The Spice of Success - Fly By Jing Case Study

Fueled by authenticity, innovation, and a dash of Sichuan heritage, Fly By Jing has written a success story for the Direct-To-Consumer (DTC) playbook that every marketer should know.

Fly By Jing started as a modest dream in the heart of Chengdu, China. Jing Gao's audacious quest to redefine the global perception of Chinese cuisine led to the creation of this revolutionary brand. Yet, the magic sauce lies not just in her exotic range of products but also in her audacious branding strategy that is both personal and bold.

Lesson #1: Embrace Your Unique Journey

The heart of Fly By Jing is Gao's story - a return to her cultural roots, punctuated by bold career leaps. Her life experience became the brand's story, making it a testament to individuality and courage. In a crowded marketplace, a unique brand narrative, steeped in authenticity, can help you stand out.

Lesson #2: Pivot with Purpose

From corporate finance to restaurant proprietor, then from pop-ups to a high-flying DTC brand, Gao's journey was never linear. Each pivot was a calculated risk, geared towards fulfilling her vision. In today's volatile business environment, the ability to pivot strategically can set your brand on a course for explosive growth.

Lesson #3: Harness the Power of Crowdfunding

Fly By Jing was launched via the highest-funded craft food Kickstarter campaign, a testament to the power of engaging early adopters. Leveraging platforms like Kickstarter can not only help you secure initial funding but also validate your product-market fit and cultivate a community of loyal supporters.

Lesson #4: Innovation in Tradition

Fly By Jing thrives on evolution. The brand offers a personal, modern twist on traditional Chinese flavors, proving that innovation can breathe new life into centuries-old traditions. It's a reminder to continually reinvent and push the boundaries of what's expected in your industry.

As Fly By Jing continues to soar, its unique blend of storytelling, strategic pivots, crowdfunding, and product innovation offers valuable insights. This case proves that the most tantalizing flavors of success come from staying true to oneself, embracing change, and never shying away from adding a personal touch.

🐦 Marketing Twitter Channel

And that's a wrap for this week's GHTV!

Stay tuned, Marketers. Remember, every Sunday night is prime time on GHTV

Your weekly growth recharge starts here, ends here, and will be back again next week, stronger than ever.

Until next time, keep hacking, growing, and shining. GHTV, signing off!

- E & the GHTV Team