Why a brand is a story that never stops unfolding
Selling sleep masks is not an ideal opportunity:
🛑 highly competitive
🛑 low barrier to entry
🛑 lots of different solutions already offered
🛑 pricing was a race to the bottom
Yet Mark Zhang saw an opportunity to build a brand & mission attached to the product
In 2016, Mark and his co-founder went all in and launched Manta Sleep, starting with a sleep mask.
But Manta isn’t selling just masks.
It's selling us the best version of ourselves.
And this is the mission: “empower light sleepers to sleep better so they can do more”
Here are some of the lessons that Mark shared with me when discussing how he built the brand, and the mission around his product:
👉 Sell the customer on the best version of
themselves
“Our focus is giving you the energy to create your best life. Sleep is just our strategy.”
We all have goals.
Whatever our personal goal is, it’s more achievable when we are performing at max capacity.
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👉 Create an "Us vs. Them" Narrative. Having a shared enemy creates unity among others.
This is especially powerful when it’s a contrarian approach.
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👉 Make a Strong Statement:
“The Pro-Nap Movement is about creating a community that incites empowerment and change in our corporations and communities.“
Be unapologetic.
Strong opinions are memorable.
Mark shares more on how he crafts his brand story, and has built a brand and product that people love to talk about online.
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The brand, and the mission, has naturally built a group of vocal supporters.
For eCommerce, this social proof goes a long way in brand discovery, and conversion.
Here are 3 ways that Mark told me that he gets product reviews:
- Great product: We started off so first a lot of people really liked the product. So organically people just post them on Facebook, Twitter, Instagram. And so we pull those content and display it on the website and social channels.
- Post-purchase email: We also have a post-purchase email autoresponder asking people to submit to user generated content.
- Ambassador Program: Within the last six months, we also started an ambassador program, essentially engaging our most active and loyal customers with. Basically a loyalty program that encourages them to produce even more
user generated content that we can then funnel back into the marketing mix.
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True,
TikTok is addictive in nature. But some content naturally piques curiosity and compels us to watch more.
Here are 10 hooks that are applicable to other platforms and channels as well
1. You won’t believe this
2. X reasons why _____
3. Something you didn’t know
4. Simple Important Tip
5. 10 (insert tool tips) I wish I knew earlier
6. Top 5 (sites/creators) I use to do ______
7. How I got ___ in 24 hours
8. Nobody is talking about___(insert niche)
9. This is why your ____ isn’t working
10. Here are X tiny tips that can help you do _
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🎉 New Prehook Features 🎉
- Weighted Scoring to Improve Your Product Recommendations: A great way to give more importance to certain products in the recommendation process.
- Additional Custom Properties sent to Omnisend & Klaviyo: create more personalized emails by dynamically inserting more of the quiz data that you've collected.
- Upload GIF's. Because, they're just hella fun.
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