How to make an unbelievable claim, believable

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

For day 3, we have Kizik

This brand sells hands-free shoes. A shoe you step into without using your hands.

It's not a common claim, and they know people won't believe it right away.

First, it's in the badge above the product name.

We see it again in the description.

It's also in the features list.

And since that wasn’t enough, there's a demo video that shows the whole thing working, step by step.

By the time you've seen their entire website, you've seen the same claim proven in 4 different ways.

Here's what you should do today: find the one feature in your product that sounds too good to be true, then look at how many places on your page actually prove it. If the answer is once, that's not enough. Say it multiple times throughout the page.

Say a shopper watches a YouTube video where a creator tags your product. They click, land on your Shopify store, and buy. You get their email. You get their order history. You can email them again in three months.

Now say they watch the same kind of video on TikTok. They tap the product card, check out without leaving the app, and TikTok has their name, their email, their purchase.

YouTube Affiliate is Google's answer to TikTok Shop, built into Merchant Center.

Creators tag your products in their organic videos, and when someone buys, the creator earns a commission you set, usually 15-30%.

But checkout stays on your site, through your own Shopify store and every sale adds a real customer to your list.

TikTok Shop trades that for speed. The purchase finishes in three taps without the shopper ever leaving the app, which is why TikTok Shop videos can spike so fast.

If you're chasing volume and don't care much about repeat customers, TikTok Shop will move more units in the short term.

If you want an email list you can market to for years, that's what YouTube Affiliate is quietly building for you.

Action Summary:

Credit: Steve Chou

Buffer found that replying to comments lifts engagement by 21%, and engagement is what the algorithm actually rewards, not follower count.

Most founders treat comments like a customer service inbox: something to clear out when there's time.

But every reply is a signal. It tells the algorithm someone's paying attention here, and it tells the person who commented that they were heard.

Once comments start piling into the hundreds or thousands, replying to all of them stops being realistic. That's a good problem to have, and it doesn't mean the habit stops mattering.

Prioritize the questions and the genuine conversations, and answer what you can.

Action Summary:

Credit: Buffer

The best marketing ideas come from marketers who live it. That’s what The Marketing Millennials delivers: real insights, fresh takes, and no fluff. Written by Daniel Murray, a marketer who knows what works, this newsletter cuts through the noise so you can stop guessing and start winning. Subscribe and level up your marketing game.

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