Cindy Gallop

Etsy's new brand mission: Handmade, not AI-made. The ecommerce platform is repositioning itself as a haven for unique, human-crafted goods in an increasingly AI-generated world. Amid the rise of AI products on Amazon and beyond, Etsy aims to highlight its artisanal, hand-touched wares through a new brand campaign. I applaud Etsy for carving out an ethical niche centered on human creativity. In a sea of soulless, mass-produced AI goods, Etsy's human touch could be a major differentiator that resonates with shoppers. What are your thoughts on Etsy's move? Let me know in the comments! Source: https://lnkd.in/gm3xqXQJ ___ I'm Lawrence Lo and I help #DTC & #ecommerce brands grow! Visit my website to learn more. Like + Follow + 🔔 for daily marketing news.

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Make brand content feel less like advertisements and more like valued guidance

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Ever felt the urge to grab the latest "limited edition" item? You're not alone. Brands capitalize on our fear of missing out (FOMO), creating artificial scarcity to drive sales. Supreme turns basic items into coveted treasures with limited drops, while Nike and Adidas fuel frenzy with exclusive sneaker releases. Luxury fashion houses like Hermès and Chanel play the scarcity game too, elevating their brands above the mass market. Even childhood favorites like McDonald's Happy Meal toys exploit FOMO. And in the diamond industry, scarcity is more myth than reality, inflated by market control. By questioning the hype and considering our true needs, we can see through the illusion of scarcity and make informed choices. Don't let FOMO dictate your purchases. Read more here: https://lnkd.in/gUTZtvQN #marketing #advertising #branding #brands #business #fomo #supreme #nike #adidas #hermes #chanel #mcdonalds

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There's an old quote by Bill Bernbach that says, "A great ad campaign will make a bad product fail faster. It will get more people to know it's bad." And we've seen this across so many brands – especially in private education where high fees are often charged to fund paid ads but not necessarily to deliver quality education. A fine example of how a #brand can be created without any advertising is Ashoka University: it's living proof that if brand custodians deliver what they promise, they will command a premium, earn goodwill and generate enough credible word of mouth sentiment to attract fine talent. And then it becomes a trusted virtuous circle for years, producing batch of batch of students who enrich society in so many different ways: I should know, for I have experienced Ashoka firsthand as a parent from 2018-22 with Sanjana Hira doing a double major there. No expensive #advertising budgets, clever taglines, influencer marketing, etc... just honest, hard work that makes a real difference to the world. Kudos Pramath Raj Sinha and the entire team of founders, professors, staff and students! And Ali Imran of course!

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April numbers just dropped. Who's on fire with influencers in food and bev in 2024? Non-Alcoholic Beverages (US) 🥤 Alani Nu - EMV Up 70% YoY - #5 from #10 in Q4 🥤 Poppi - Up 83% - #6 from #14 🥤 Maryruth's - Up 324% - #13 from #22 Alcohol (US) 🍹 Luc Belaire - Up 198% YoY - #1 from #2 in Q4 🍹 Bumbu Rum - Up 81% - #4 from #14 🍹 Aperol - Up 48% - #7 from #13 🍹 Modelo - Up 50% - #14 from #27 Quick Service Restaurants (US) 🍔 Raising Cane's - Up 89% YoY - #6 from #9 in Q4 🍔 In-N-Out - Up 93% - #8 from #11 🍔 Wingstop - Up 115% - #10 from #14 🍔 Jersey Mikes - Up 156% - #24 from #34 Food (US) 🥗 Ryse - Up 226% YoY - $20M in EMV 🥗 Crumbl Cookies - Up 109% - $25M 🥗 MyProtein - Up 74% - $21M 🥗 Bob's Red Mill - Up 64% - $15M Greats start to the year everyone!

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Can't wait to speak to the Boston HUG peeps about social media and AI! (Thank you Sean McGauley ☀️ for the opportunity!) 🤖 Before then, beware a few common AI pitfalls: 1. Mistaking Automation for Engagement 2. Relying on AI for One-Size-Fits-All Content 3. Forgetting to Monitor AI Performance 4. Ignoring Ethical and Legal Considerations 5. Overlooking AI’s Limitations Read the full article 👉 https://lnkd.in/esnmfxK5 Sign up for the HUG event 👉 https://lnkd.in/e6VpAiMz #AI #Hubspot #SMM

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How easy is AI content creation, according to Dustin W. Stout? Discover his tips for success in this Dealcasters Live episode! https://lnkd.in/ecbPRJsf

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Read this TechCrunch post from Dominic-Madori Davis Amanda Silberling Kyle Wiggers together with my op-ed for Fast Company 'Why The Future Of AI Relies On Women': https://lnkd.in/gF9JGCUX and VCs/investors, FFS, #FundFemaleAIFounders: 'Meta on Wednesday announced the creation of an AI advisory council with only white men on it. What else would we expect? Women and people of color have been speaking out for decades about being ignored and excluded from the world of artificial intelligence despite them being qualified and playing a key role in the evolution of this space. .... It’s telling that the AI advisory council is composed entirely of businesspeople and entrepreneurs, not ethicists or anyone with an academic or deep research background. While one could argue that current and former Stripe, Shopify and Microsoft executives are well positioned to oversee Meta’s AI product roadmap given the immense number of products they’ve brought to market among them, it’s been proven time and time again that AI isn’t like other products. It’s a risky business, and the consequences of getting it wrong can be far-reaching, particularly for marginalized groups. ..... There is cause to worry about how a team of all-white men at one of the most prominent tech companies in the world, engaging in this race to save the world using AI, could ever advise on products for all people when only one narrow demographic is represented. It will take a massive effort to build technology that everyone — truly everyone — could use. In fact, the layers needed to actually build safe and inclusive AI — from the research to the understanding on an intersectional societal level — are so intricate that it’s almost obvious that this advisory board will not help Meta get it right. At least where Meta falls short, another startup could arise.' https://lnkd.in/e3dCmuyQ #FundFemaleFounders

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“Generative AI reduces the cost of producing false news even further,” per Kevin Aslett, speaking today on NPR’s Here and Now. “Instead of factchecking individual claims, we should factcheck the sources we’re using.” ETA link to the segment in the comments. So, is your brand a source? If so, how are you holding up to factchecking and skepticism? Many brands embrace a broad content strategy that comprises content marketing, social content sourced from user-generated content or commissioned to influencers, and simple reviews. They operate with the goal of getting more content to inform consumers’ decisions. Third-party reviews are especially valuable earned media for influencing purchase decisions. But say it with me: 👏 more content means more exposure. 👏 more content means more vulnerability. 👏 more content means more oversight. I don’t mean “exposure” in the good way; I mean it in the potential threat way. Ditto for vulnerability. Content from outside sources can compromise a brand and undermine trust if it’s produced without close attention to messaging and execution. But it’s not a reason to avoid a broad content strategy that incorporates content from a variety of sources. Quite the opposite: the rise of generative AI and increased social content in marketing underscores the need for clear message architecture, accessible governance guidelines, and transparency in details that build trust. (The pillars of voice, volume, and vulnerability that I describe in Trustworthy!) If your org is gearing up to incorporate more content, especially from outside influencers, flag this post. Smart marketing should mean they invest in content strategy for guidance and building trust as well. (Alt text for image: excerpt from a vintage Coca-Cola print ad with the headline “Quality you can trust.”) #generativeAI #socialcontent #contentstrategy #contentmarketing #ugc #trustworthybook

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Anne Helen Petersen's latest story for her Substack, Culture Study, (subscribe! It's great) on the transformation of People Magazine and the broader implications for media, especially indie publishers. From its glory days to its struggle to remain relevant in a digital-first world, Petersen examines the real effects of SEO and content aggregation. (Bonus: learning what happened to About.com) Petersen linked to another article about how recommendations are usually reverse engineered by "experts" paid to churn content and boost a website's ranking: https://lnkd.in/egUKJU53 As a publisher myself, I found this a sobering read--it feels like the independent publishers out there simply don't have a chance unless we turn into aggregate SEO farms. 📚✨ #MediaEvolution #IndiePublishing #SEO #DigitalTransformation Read Petersen's full story here: https://lnkd.in/emgHqiKE

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Good read. Apparently, the famous "Jams Study" has replicated poorly. It is a study of the paradox of choice: ---- In the study, supermarket shoppers were given jam at one of two sampling stations. The first station featured 24 jam flavors. The other offered only six selections. At the station with 24 flavors, just 3% of shoppers made a purchase. Conversely, at the station with six flavors, an incredible 30% purchased at least one jar of jam! Clearly, the smaller selection generated more sales. Probably because the larger selection overwhelmed shoppers to the point they weren’t able to decide — so made no decision at all. --- Tim Harford's analysis: + It likely worked under contrived, highly specific circumstances. This is the case for many headline grabbing studies. + If it were universally true, supermarkets would drastically reduce choice and make 10x sales. + Supermarkets are not trying to sell brand new customers every day. Repeat customers have fairly stable preferences and the more of them you can appeal to, the more you will sell. + There is such a thing as too much choice being bad, but managing it with higher level categories usually works. What do you think? #conversionrateoptimization #marketing #sales #behavioralscience

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I just published a big report on Hungryroot, a fascinating online grocery startup ($330mm in sales last year, 40% growth) that you should know more about. There is a lot of talk about #AI someday transforming the shopping and commerce experience — this is a company that's already doing it. Around 70% of the groceries it sells are chosen by its algorithm, which is entirely focused on customer retention. Some great details in here — thanks, Ben McKean, for your time. The New Consumer:

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This is an excellent article. In my humble opinion, the forgotten trials model does not contribute to building a successful business, and startups should steer clear of it. 👍 I actively reach out to customers who are not deriving significant benefits from our platform or have forgotten to enable account sharing protection. This ensures that they either make use of our tools or decide to cancel. 💪 Maintaining a healthy customer base not only improves your retention numbers but also provides better insights into who your ideal customers are. 📈

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Zypsy's new venture investment program, offering $100K worth of design services in exchange for 1% equity, presents an intriguing model for both the design firm and the startups. Zypsy is leveraging its design expertise as a critical asset in helping early-stage startups enhance their brand and product offerings, essential to a startup's early success. Pros of Zypsy’s Strategy: → For cash-strapped startups, receiving high-caliber design services in exchange for equity provides immediate value without upfront costs. This allows these startups to allocate scarce resources to other critical areas of development. → By accepting equity in exchange for services, Zypsy aligns its interests with the startups it serves. Success for the startups translates into success for Zypsy, potentially increasing the quality and dedication behind the services provided. → Zypsy’s roots in reputable firms and its successful track record can provide startup service and credibility. For a new company, being associated with a name with a legacy in design and technology can be a significant boost. Cons of the Strategy: → While trading equity for services saves money upfront, it can be costly if a startup succeeds in the long run. Startups must weigh the potential future value of their equity against the immediate benefits of professional design services. → The program caps services at a certain point, after which startups must pay cash. This could pose challenges if the initial design needs are underestimated, leading to unforeseen expenses. → The program's selective nature might limit its availability to a broader range of startups that could benefit from such services. Focusing on specific industries may exclude other sectors where design is a critical differentiator. Zypsy’s program makes sense on multiple levels, especially in how it offers substantial non-monetary value to startups, helping them refine their brand and product experiences without initial cash outlay. This can be particularly advantageous for startups at an early stage, where cash flow is a critical concern. But, startups should carefully consider the long-term implications of giving away equity and ensure that the value received aligns with the potential future value of the shares given. This strategy bolsters Zypsy's portfolio and places it at the heart of innovation, driving the brand and product strategies of tomorrow’s leading companies. https://lnkd.in/dHWU_wDZ #thenakedbrand #startups #equity

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3 Key Lessons Hello Alice's Founder Learned From Navigating an Anti-DEI Lawsuit At the Fast Company Innovation Festival, Hello Alice co-founder Elizabeth Gore shared insights and advice with other business owners. Read more here: https://lnkd.in/djtejEvQ . . Like 💝 Comment below ⏬ Share ✅ For More Such Updates Follow Us @qnewshub @qnewscrunch . . #qnewshub #qnewscrunch #StartupFunding

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"When people talk about scale, they really mean leverage." – Greg Hickman, Founder of AltAgency. This week, I welcome Greg to the Deep Specialization Podcast. He's an industry veteran and Founder of AltAgency, a consultancy that helps agencies drive growth without sacrificing their nights and weekends. In this episode, Greg shares his philosophy for setting up systems, defining your core customer base, and productizing your offering to enable repeatable growth. Here’s what we cover: → The evolution of Greg’s company, his founder journey, and how the offering has shifted over time. → The concept of affinity in verticalized businesses and why specialization wins. → Greg’s take on customized offering versus productized services. → Scaling through monetizing expertise, not just headcount. Here are some actionable key takeaways for agency founders: → Scaling isn’t about arriving at a destination, it’s about having a continuum where you have room for growth. → You need to have affinity with the vertical you’re serving; empathy builds success. → Starting out, try different things to find your sweet spot, but then narrow it down. → Productizing services creates efficiencies, and efficiencies grow businesses. The episode is live now worldwide! 🎧 Go listen!

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My friend and co-founder of the AI Success Club, Andy O'Bryan's book, is launching on Saturday, November 16. Get on the launch list for bonus content at https://thehumanizers.com I read a review copy of The Humanizers: “In The Humanizers, Andy O'Bryan tackles one of the biggest challenges facing writers and creators in the AI era: how to keep the human touch alive in content increasingly influenced by machines. This book is both a guide and a call to action for anyone who wants their work to be felt, not just seen. With over 20 years in copywriting and a genuine commitment to "humanizing" AI output, Andy knows what it takes to make writing resonate with people on a deeply emotional level. The foundation of Andy's approach is the "SOUL Framework," which emphasizes Sensitivity, Openness, Understanding, and Leadership. These principles set the tone for crafting content that feels less like a robotic script and more like a conversation with a trusted friend. Andy convincingly argues that humanized content is the "pilot light of connection"—it keeps the fire alive in a brand, even when the mechanics of content creation are automated. If you have to write any kind of copy for your business, then this book is a must-read.” #AI #booklaunch #humanization

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We all want higher conversion rates, and optimized copy is key. But what happens when that copy crosses the line into non-compliance? Just ask Naturelo ($1.5M fine), GoodBelly ($1.25M), or Babe Lash ($2.3M). Even Poppi is under fire for alleged questionable health claims. I recently saw a CRO course where compliant claims were “optimized” into non-compliant ones, to improve CR% by 8%. Not worth it. Bold claims like “clinically proven to cure bloating in days” (without proof) or “guaranteed hair growth in 2 weeks” can give you a short-term boost but could cost your brand millions in the long run. Whoever’s writing your copy - make sure they know the rules. https://lnkd.in/dtH9mhPs

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TL;DR: Keep blasting emails and you’ll find yourself decreasing your database exponentially very soon. 😑 Gmail is at it again! It looks like they are set to release a new "manage subscriptions" on the side menu that will let you easily unsubscribe from bulk mailers. This looks to be another impactful challenge for companies who do not have a strong segmentation strategy and depend on blasting newsletters to everyone instead of targeted lifecycle campaigns. I imagine I’ll hear from quite a few concerned folks on the sending side of this ecosystem when those unsubscribe rates start to skyrocket. Don’t panic! Reach out if you are stuck with this and need some help to improve your email program as remember, an engaged list is a more profitable list. 🤑 #EmailMarketing

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