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In today’s newsletter,

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We're doing a 100 days of stealing strategies from brands that are already winning.

For day 14, we have Snag.

Most popups sound like popups. "Sign up for 10% off." "Enter your email." And we automatically ignore them because we have seen them countless times.

Snag rewrites the copy on two of the most boring popups in ecommerce.

Their geolocation popup doesn't ask you to pick a store. They have fun with the question.

And their email popup says "join the tights revolution" to make it sound dramatic.

Even the fine print skips the usual legal-sounding disclaimer and just says "you're saying it's cool for us to send you emails."

So here's what you should do today: pull up every popup on your site and read the copy out loud.

If it sounds like it could belong to any store, rewrite it in your brand's actual voice, starting with the button text.

Samantha Kent runs growth at La Dove, a family manufacturer that's made skincare and haircare for three generations. She also owns her own brand, The Cleanest Lab.

She's watched this pattern play out with founder after founder: someone locks in a price point early, then quietly gives up quality to hit it.

Here's how it goes. During development, the formulation team suggests an upgrade, a better preservative, a richer texture, a fragrance that lasts past two washes. It costs more. The founder says they'll revisit it later.

Then the reviews come in, and it's always that one thing they meant to fix.

Kent's math: put five cents back into a bottle and you can end up with a dramatically better product.

Why this is important:

Customers aren't comparing your unit economics to a competitor's. They're comparing how the product feels against everything else they've used.

Here's Kent's gut check: would you use your own product over every competing option, every day, no exceptions? If the answer's no, something's being protected at the expense of the product.

Action Summary:

Credit: Shopify Masters

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