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🚀 This Week's Growth Hack: How To Sell $20m Of Pet Shampoo

A few weeks ago I met with an e-com Founder who sells $20m/yr worth of pet shampoo she has made overseas for pennies.

Here’s a transcript from part of our call:

Me: what’s your secret?

Her: once we cracked our marketing angle, everything just skyrocketed

Me: what’s the angle?

Her: pretty much all pet shampoos are “cruelty-free” but never mention it… so we plaster it everywhere that we are THE cruelty-free pet shampoo! And that we donate a small % of every purchase to abused animal shelters. Our target audience eats it up because we give them a reason to choose a shampoo that taps into their core beliefs.

Me: you are brilliant! Can I make content around this?

Her: of course, just please don’t use my name or the brand name so our competitors don’t realize our easy-to-copy secret haha

… this is called “The Unspoken Mechanism” & that is this week’s Growth Hack!

Now before you jump down my throat saying she shouldn’t have let me mention this to you all or say I shouldn’t share her secret strategy cuz someone might copy it… First off she did give me permission nd second off, way more companies than you think use this exact strategy!

It’s actually used in one of the most iconic scenes of one of my favorite shows of all time, to the surprise of no one, Mad Men.

But here are my famous 3 examples to inspire you to use The Unspoken Mechanism:

1. Consumer Example: Patagonia - Environmental Conservation - Patagonia, an outdoor clothing and gear brand, effectively taps into The Unspoken Mechanism by aligning their marketing and operational practices with environmental conservation. Unlike some brands that quietly follow sustainable practices, Patagonia places its commitment to the environment at the forefront of its identity. Through initiatives like their "Worn Wear" program, which encourages repairing, sharing, and recycling gear, and their vocal stance on protecting public lands, Patagonia resonates deeply with eco-conscious consumers who share these core values. Just like the lady I spoke to who sells cruelty-free pet shampoo!

2. Software Example: Dropbox - Seamless Collaboration - Dropbox tapped into The Unspoken Mechanism by focusing on the seamless collaboration aspect of its cloud storage service, a feature many competitors offer but don't emphasize as their main selling point. By highlighting stories of how their platform enables effortless sharing, synchronization, and teamwork before anyone else did, Dropbox appealed directly to the needs of digital nomads, remote teams, and creatives looking for intuitive ways to connect and produce work together.

3. Agency: HC - Unique Strategy - I used The Unspoken Mechansim at my ad agency and it totally helped us win business over other agencies. Whether you are an agency owner yourself or have ever gone through the annoying task of finding one (now made easier with my new site btw), you know that it's very hard for an agency to distinguish itself from all the others in its niche. While on sales calls I noticed people always asked if we had a specific process to optimize our ad campaigns so I came up with the idea to name our process. Every other agency had their process, but we had our “Growth Advertising Method” which I branded, mentioned in sales calls, put everywhere on our site, and even paid someone on fiverr $190 to make this video about it. You see, every agency had their process, we had “Growth Advertising” and because we won a creative optimization award at a global advertising industry award show, not only did we have “Growth Advertising” but we had an award-winning strategy that no other agency had.

That’s it for this week’s Growth Hack!

How will you use The Unspoken Mechanism to grow your business?

💕 Whenever you are ready

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