Happy Monday!

Every toothpaste brand said the same thing. One engineered a feeling.

In 1929, Pepsodent was a failing toothpaste brand in a market where most Americans didn't brush their teeth at all.

Claude Hopkins took the account. Every other toothpaste ad talked about clean teeth and fresh breath. He went back to the product and read the dental research instead.

He found that a thin film forms naturally on your teeth throughout the day. Harmless. But Hopkins named it, called it "the film on your teeth," and positioned Pepsodent as the product that removed it.

Then he added citric acid and mint oil to the formula. Not because it cleaned better. Because he needed people to feel like it was working. The tingling sensation became the signal. No tingle, no clean.

Within a decade Pepsodent was the best-selling toothpaste in the world.

The product didn't change. The feeling did.

Most ecom brands describe what their product is. The best ones name what it feels like to use it. That feeling becomes the reason people come back.

Your customers already have a reaction to your product. Give them the words for it and you own it.

Most copywriters know these formulas. Few know how to use them.

AIDA, PAS, Before-After-Bridge. They're in every copywriting course. Every marketing blog. Everyone nods along and then writes copy that technically follows the structure but doesn't actually move anyone.

Knowing the structure and knowing how to write are two different things.

PAS is the most misused. Brands identify the problem, skip past the agitate, and jump straight to the solution. But the agitate step is where the reader decides whether they care. Skip it and the reader sees the problem but doesn't feel it. People don't act on problems they can think about. They act on problems they can't ignore.

These 3 formulas work when you use them right:

Sponsor of the Week:

The #1 reason ecommerce brands stay on the wrong ESP isn't loyalty.

It's fear of migrating.

I've seen it hundreds of times in nearly a decade of doing ecommerce email. A brand knows their ESP is underperforming. They're overpaying. Deliverability is slipping. Support is nonexistent.

But they stay. Because migrating flows, segments, templates, and contacts while your email channel is actively generating revenue feels like one wrong move away from breaking everything.

And honestly? That fear isn't irrational.

I've helped brands through migrations. When it's done wrong, it's ugly. Broken flows. Lost segments. Revenue dipping for weeks while you scramble to rebuild what you had. It's the reason most brands would rather stay and overpay than risk the switch.

Omnisend just did something smart.

Their leadership team actually tried migrating themselves. Manually. The whole process.

They hated every minute of it.

So they built a Kickstart service that handles the entire migration for you. Workflows, segments, forms, templates, contacts. Done in 5 days. Included on all paid plans.

No guesswork. No "hope I didn't break my welcome flow." No lost revenue while you figure out a new platform.

If you've been putting off switching ESPs because the migration is what's stopping you, this removes that excuse entirely.

Check it out.

Every purchase comes down to one of ten motivations.

Save time. Avoid pain. Make money. Save money. Feel loved. Gain praise. Get comfort. Improve health. Avoid effort. Increase status.

That's it. Every product ever sold maps to at least one of these. The brands that struggle are usually the ones who never figured out which one their product actually solves.

Most ecom emails lead with features because features are easy to write. But features don't map to any of these ten. Benefits do. Your customer isn't buying a mattress. They're buying sleep. They're not buying a planner. They're buying control over their day.

Figure out which motivation your product serves. Then write every email like that's the only thing that matters.

Here's what's behind every purchase decision:

A free tool worth knowing about.

If you send email, you need to test what your subscribers actually see. Most people skip this step entirely.

Gmail ignores dots. So j.ohnsmith and jo.hnsmith both land in the same inbox. That means you can create multiple test addresses from one Gmail account and see exactly how your emails look to different subscribers.

We built a free generator that does this instantly. No signup.

Check it out.

The Question I Keep Getting:

"Matt, how do I write better email subject lines?"

Write the email first.

Most people start with the subject line. That's backwards. The subject line's job is to get the open. But you can't write a great subject line until you know exactly what's inside the email worth opening for.

Write the email. Find the single most interesting or useful thing in it. Then write a subject line that teases that one thing without giving it away.

If you can't find anything interesting enough to tease, the problem isn't your subject line. It's your email.

Have a great week and make sure to send some emails! 

- Chase

P.S. If you want to see how I use AI in my own marketing and copywriting, I'm breaking it all down in a free virtual talk. Register here for free.

This email was sent from my Omnisend account. 

I migrated to Omnisend from Klaviyo, and I'm loving Omnisend.