📦 - 3 Ways to Sell Information Products

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Saturday, May 7, 2022

Oh… just us? 🤡

Happy Saturday, friends. We’re back with another edition of Brand Breakdowns! This time we’re covering ColourPop , an award-winning cruelty-free beauty brand.

ColourPop was built on the idea that makeup doesn’t have to cost a fortune. They create luxury formulas at super affordable prices (like rad $5 eyeshadow).  

Today we’re jumping right in with an analysis of their Facebook Ads strategy.

Let’s go forth and contour!

In this newsletter, you’ll find: 👇

📦 Brand Breakdown Part 1: ColourPop (Facebook Ads)

📦 Get prepared for a world without third-party cookies with Bluecore

Read till the end to access exclusive DTC swag. 😎

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FACEBOOK ADS

1️⃣ 9 Pan Palettes

✨What we like:

• The short and sweet action-based copy draws you right in to take a closer look at the creative.
• The combination of the low price point ($14) in the copy with the description of “Beauty that doesn’t break the bank” helps to make the product accessible to a broad audience with varying discretionary spending budgets.
• The image showcases a large variety of colors, which is another way to capture a large audience and optimize conversion rates.

💡 Areas of opportunity:

The CTA copy of “Learn more” could be more conversion-focused here, since the product is at such a low price point that’s already been disclosed. It would be interesting to see conversion rates of a CTA like “Shop Now” or the less common, yet highly effective “Get Offer.”

2️⃣ ColourPop Collection

✨What we like:

• A well-composed image that shows a variety of products. We’d run this one to a top-selling page!
• Copy is focused on the low price point and how the consumer can get more for their money, which is always a win.

💡 Areas of opportunity:

Showcasing a low price point can be effective, but ColourPop may want to focus on the quality aspect, too. Making it clear that their products are high-quality AND affordable can be a game-changer for conversion rates.

It may also be worth adding a border or a badge to this image to make it stand out more. The colors are all in a similar palette, which can cause it to blend together and be easy to scroll past in the feed.

3️⃣ Join the Dark Side

✨What we like:

• Partnering with a big name like Star Wars adds a huge element of credibility to the brand.
• The sneaky mention of an entire Star Wars collection line is a great way to potentially increase AOV on conversions!
• “Come join the Dark Side” is a killer headline.

💡 Areas of opportunity:

We see lots of UGC potential with this campaign! ColourPop could even make this image the thumbnail and use UGC of someone using/wearing the product as the featured image to better showcase the end result.

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FACEBOOK ADS

4️⃣ Pretty Fresh Pressed Powder (Say That 5 Times Fast)

✨What we like:

• Emoji benefits list.
• You can’t see it here, but the video goes on to show a side-by-side comparison of one half of the face powdered, one half sans makeup. Such an effective strategy for this product!
• Great headline that illustrates how inclusive the product is – immediately answers the question of “is this right for me?”

💡 Areas of opportunity:

The opening line of the copy is clever but definitely a tongue-twister that may lead to more confusion. 😕 It could help to separate each sentence on its own line or come up with a different hook with less alliteration!

Hiding a bit of the benefits list after “see more” could also be something to test, and it may encourage clicking and more engagement with the ad. They could also add a CTA at the end of the copy for a powerful punch.

5️⃣ Custom ColourPop Palette

✨What we like:

• Colorful emoji train FTW. Immediately catches your eye and draws it down towards the creative.  
• “Back in stock” is a message that often performs really well for retargeting (try it for yourself!).  
• The slideshow creative with text overlay is very well done here. Simple, punchy, and eye-catching.  

💡 Areas of opportunity:

It would be interesting to split-test adding in UGC images in the slideshow to better showcase the product IRL and how the colors look on different skin tones.

We’d also love to see some copy like “sold out in just a few days,” “limited supply,” or  “best-seller” to add more scarcity to the “back in stock” message and drive higher conversions.

6️⃣ Rock Candy Mega Palette

✨What we like:

• This video goes on to create the entire eye look and finishes using ColourPop lipstick. All the details in this creative are powerful and well done.
• Using the words “NEW” in ad copy is a great way to build a feeling of hype and excitement.
• Solid use of emojis and strategic CAPS for emphasis.

💡 Areas of opportunity:

Oops…there’s a typo in the ad copy. Can you spot it? 👀

Besides that, focusing more on ColourPop’s biggest USP (what makes them different compared to other brands) could be a good strategy in this ad. For example, they could split-test, replacing the second paragraph with more USP-related copy to see what users respond to best.

7️⃣ 30 Shades of Glam

✨What we like:

• “You ask, we deliver” is a great message for retargeting, as it shows the brand connection with customers. They could also test a similar message of “Our customers asked, and we delivered” for top-of-funnel ads.
• Cool image, definitely getting the “glam” vibes here! Using an arm in the image also showcases how each of the makeup shades looks on skin.
• No typo here, even though it’s the same copy! 😊

💡 Areas of opportunity:

Adding satisfaction guarantees or free shipping elements could be a valuable addition here as well. With lower-priced products, consumers sometimes run into the concern of shipping costs relative to the overall order (e.g., $7 shipping for a $5 eyeshadow), so it could help to address that objection up-front in the ad to boost conversion rates.

👋 Stay tuned for Part 2 of the ColourPop brand breakdown — email!

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DTC REAL LIVE MEETUP

Hey – It’s Eric, co-founder of DTC.

The best part of my job here is meeting smart marketers and entrepreneurs twice a week on the DTC Podcast, and hearing their stories of innovation, creativity, flexibility and perseverance.

For the past two years, this screen to screen connection has been as good as it got. Until next week…

On May 12 (5:00 - 8:30pm), for the first time ever, DTC is going to stop, drop, shut ‘em down, and open up shop in Vancouver B.C. with a REAL LIVE MEETUP .

We’re expecting 150 of the west coasts’ biggest, and fastest growing brands to be out in their best… hoodies and blazers?…Yoga pants and pearls?  What do people even wear any more? We’ll find out in Vancouver…

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Grab your FREE Ticket Now! If you’re too far, just fly in – It’s only next week ✈️… but if you can’t make it to this one, respond to this email and tell us where our next event should be. See you soon! 👋

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BRANDS

🪴 Sproutl: Pets and children… they can be a lot of responsibility. A home-delivered plant is a much safer bet to practice your parenting. Sproutl makes gardening accessible and easy by offering a step-by-step care guide specific to each plant. With a few clicks, you can spice up your living room instead of destroying it.

🍶 Rira: Speaking of spicing up your living room… Rira has created an ecommerce platform where design is curated with a fashion eye. Their products will liven up your next dinner party by offering unique conversational pieces.

🥿 Subu-Tokyo: Your feet carry you from point A to point B every day and deserve to be treated with the utmost respect. Grab a pedi and strap on some of the most comfortable slippers from Subu-Tokyo. Their slippers aren't just for the hardwood floors–they're so cool-looking you're able to sport them on the streets as well. Travel in comfort and not in pain!

🍪 Kahenmei: Don't you dare pick up that boring bag of Lays chips! It's time to widen that palate of yours with Kahaenmei cookies! They take classic American treats we know and love and explode them with incredible Asian flavours. They have curated some of the tastiest treats that aren’t stuck between two worlds but the perfect merge of both.

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DTC Newsletter is written by Rebecca Knight, Jordan Gillis, and Kelsey Hess. Edited by Claire Beveridge and Eric Dyck.

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