One Messaging ShifT Tripled Revenue
A few years ago I took over marketing for a food storage brand called Emergency Essentials. The revenue was in free fall and the brand clearly wasn’t resonating with customers.
I ran some surveys and saw that people weren’t just storing our food for emergencies. They were using it in their kitchens every day.
I reset the verbal and visual messaging from discount preparedness to a lifestyle brand for busy homemakers. Engagement skyrocketed and annual revenue grew from roughly $5M to $15M within a couple of years.
Shortform Storytelling
As a writer, I’m always pushing for story—even in small formats. The SMS titled “Before” is a serviceable but flat first pass from a new writer. I coached him by asking a few guiding questions—what’s the most exciting feature of this new product, and why should the customer care about it? After some light polishing from me, the revised version tells a clearer, more compelling story. It was a top performer that quarter.
Motivation Beats Information
When it comes to email, subject lines are where the battle for dollars is often won or lost. The subject line on the left underperformed because it led with a vague feature description instead of a reason to care. I coached the writer to rethink the subject line from the customer’s point of view—framing it around curiosity, relevance, and a clear payoff. The revised subject line on the right shifted the focus from features to motivation, and increased open rates by 50%.
Dynamic design Wins
I collaborated with a highly talented designer to create emails that felt dynamic and alive. Rather than relying on standard “stacked box” layouts, I directed the team to break the grid—using overlapping images and angled photography to imply motion. In this example, the 30x callout and the slightly tilted package of bars reinforce that sense of movement.