» marketingLandon Howell | A blog about startup marketing

“Get rich slow”
posted on Jun 20 2020

I would *pay* to hear the conversations inside Wealthsimple when the tagline “Get rich slow” was proposed. It’s brilliant for a couple of reasons:

1. The tagline is funny. Fintech brands aren’t, and rarely have the opportunity to be, funny. It’s a surprise to the reader and a key differentiator for Wealthsimple.

2. The tagline also creates a point of positive friction. Users who want to invest a few hundred dollars in the hope of a quick return will definitely think twice about signing up for Wealthsimple. By “encouraging the wrong users *not* to sign up” — my words, not theirs — Wealthsimple increases retention (even in the face of lower acquisition) while lightening future customer service burden. The “wrong customers” are always service-needy and rarely pay for themselves in the time they require from customer service.






Super Nice!
posted on Jun 9 2020

Love this portion of the Blendle onboarding…

  • Gently informs the user that the service costs money, doing so by way of free $ credit
  • Instead of a “free trail” for a certain amount of time or a certain number of articles, the $ credit added to my a user account teaches the user what the true product experience feels like as the credit amount counts down as I read articles
  • The CTA is “Super Nice”… which is the first time I’ve ever seen such a phrase in a button, but is also a fun way to get the user to say ‘thank you’ without being overly self-congratulatory of Blendle





  • Sales during a pandemic
    posted on May 21 2020

    The salespeople who will win during lockdown/quarantine are those with the most empathy.

    Your prospective customers are stuck at home, working from home (most for the first time), many with children (who need quality time and attention), and all concerned with simply trying to stay caught-up in their responsibilities.

    They are attempting to balance personal and professional responsibilities and stress during a pandemic and record unemployment.

    “Circling back” to “see if you received my last email” isn’t empathy. Take an other-centered approach and throw out most of your old playbook and process.






    The Nag Metric
    posted on May 4 2020

    I love the new metric proposed by Julie Zhuo: The Nag Metric

    Also, if you are on a Marketing/Growth team or Product team I highly recommend subscribing to her newsletter The Looking Glass.