@wellcopymax I couldn’t let this slide I’m sorry. What do we think on this one?
Disclaimer it may not be the marketing team’s fault… sometimes leadership limits what a team can do. But I’m not sure, all I know is they are leaving a ridiculous amount of money on the table.
Pop-up form was build on Alia… best ecom tool in my opinion. Check them out!
Hey, I’m Max. 8 years ago I got into ecommerce through running my own store.
What I loved most was the marketing, direct response, and seeing numbers go up on a screen...
That obsession led me to email, and I’ve been living and breathing it for the past 5 years.
I went in-house first. Head email marketer for multiple 8-figure brands at the same time until I built my agency, Well Copy.
We’ve now worked with 200+ ecommerce brands and currently manage email, sms, and subscription programs for 100+ actively...
We help brands scale from 7 to 9 figures, and have generated $200M+ from email in the process.
I’m 23 and built this all while in college and graduating in May 2025.
This is all I do. All I think about. And I’m just getting started.
I post about email, SMS, and subscription brand growth... the strategies the fastest-growing brands are actually using TODAY.
If that’s what you’re here for, follow along 🤝
DM me “EMAILZ” to get free resources or explore working together (you can also hit the link in my bio).
Follow @wellcopymax for more.
Marketing teardown and redesign examplefrom @wellcopymax
[01]
Overview
The creator, a marketing expert, critiques the marketing practices of Selena Gomez's brand, Rare Beauty. He first analyzes their website pop-up form, pointing out its flaws and then presents his own redesigned, multi-step version that uses a 'mystery discount' to increase sign-ups. He then critiques their welcome email for poor design and buried calls-to-action, and showcases his redesigned email that is more visually appealing and conversion-focused, even suggesting an A/B test to prove its effectiveness.
An image overlay at the top of the screen shows a split image of Selena Gomez on the left and Rare Beauty products on the right, immediately establishing the video's subject.
[06]
Hook template
Steal this for your own video
[Famous person or brand] Needs A New [team or role]
— Starbucks Needs A New App Design Team
— Peloton Needs A New Pricing Strategist
— Taylor Swift Needs A New Merch Store Designer
[07]
Hook and payoff
The promise the opener makes, and how the video pays it back
Hook
A provocative, judgmental statement about a popular and successful entity to create immediate intrigue and establish a contrarian expert position.
Payoff
A direct call to the audience for their verdict, which serves to generate engagement while framing the creator's work as a clear and undeniable improvement.
[08]
Narrative framework
The structural pattern this video runs on
Framework
The Expert Teardown
Establish authority by identifying and 'fixing' the flaws of a well-known subject, demonstrating superior knowledge and providing a satisfying visual and strategic transformation.
1
The 'Before' Takedown (Part 1)
Isolate a specific, tangible flaw in the subject and dissect its weaknesses using expert terminology to establish a clear problem that needs solving.
2
The 'After' Reveal (Part 1)
Present a redesigned, superior version of the flawed element, explaining the specific strategic improvements and why they are more effective.
3
The Growth Multiplier Claim
Quantify the potential positive outcome of the proposed changes with specific, impressive metrics to establish high stakes and demonstrate value.
4
The 'Before' Takedown (Part 2)
Escalate the critique by isolating a second, related flaw, reinforcing expertise and building a more comprehensive case against the current strategy.
5
The 'After' Reveal (Part 2)
Present the second 'fixed' version, showcasing a consistent and well-reasoned methodology for improvement.
6
The Data-Backed Proof
Introduce external, objective data (like a chart or statistic) that validates the core principle behind the proposed solutions, shifting the argument from opinion to fact.
7
The Grandiose Payoff
Connect the proposed micro-fixes to the subject's macro-scale, articulating the massive, cumulative impact and value of the creator's insights.
Themes
Marketing Optimization
Conversion Rate Optimization
E-commerce Best Practices
Critique and Improvement
Techniques
Direct-to-camera address
Image overlays
Data visualization
Post caption
I couldn’t let this slide I’m sorry. What do we think on this one?
Disclaimer it may not be the marketing team’s fault… sometimes leadership limits what a team can do. But I’m not sure, all I know is they are leaving a ridiculous amount of money on the table.
Pop-up form was build on Alia… best ecom tool in my opinion. Check them out!
Hey, I’m Max. 8 years ago I got into ecommerce through running my own store.
What I loved most was the marketing, direct response, and seeing numbers go up on a screen...
That obsession led me to email, and I’ve been living and breathing it for the past 5 years.
I went in-house first. Head email marketer for multiple 8-figure brands at the same time until I built my agency, Well Copy.
We’ve now worked with 200+ ecommerce brands and currently manage email, sms, and subscription programs for 100+ actively...
We help brands scale from 7 to 9 figures, and have generated $200M+ from email in the process.
I’m 23 and built this all while in college and graduating in May 2025.
This is all I do. All I think about. And I’m just getting started.
I post about email, SMS, and subscription brand growth... the strategies the fastest-growing brands are actually using TODAY.
If that’s what you’re here for, follow along 🤝
DM me “EMAILZ” to get free resources or explore working together (you can also hit the link in my bio).
Follow @wellcopymax for more.
Text overlays
title · beginning
Selena Gomez Needs A New Marketing Team
branding · middle
Form built on Alia (aliapopups.com)
branding · end
operation stop boomer marketing
Transcript
Selena Gomez needs a new marketing team. $2,000,000,000 company, but they're messing up a ton of best practices. Watch me fix their pop up form to double their list growth rank then recreate their welcome email to double their welcome conversions. The pop up form is archaic. There are too many worse. You rank for the birthday and that's not worth it. It's gonna really hurt your conversions. And the button says continue so the customer knows they're gonna enter their phone number as well, so they're not gonna fill this in. Instead, what works in 2026 is have an immersive experience. Ask a question first. Engage with the customer first. Ask what you're shopping for today. Notice if I move the x to the top left corner of the form because that works better than the right, we say you've got a mystery discount, and we ask one by one for email and then phone number right here. Guarantee that'll double to quadruple their email list growth. And then their current welcome email, you have to scroll a mile in order to get that first button and the discount code is way buried. You can't even see the button. The individual products don't have Shop Now buttons no customers aren't gonna click it. I guarantee this email gets like no clicks. In the new version, I wanna Yes test you doing a mystery discount checkout versus 10% off because you can see this test right tier. It's able to double the revenue by doing a mystery discount checkout. It works really, really well in 2026. We just make the offer clear right in their face up at the top. Even a blind person see this and click this with the button. It's a lot more immersive. The whole email is not blocky like the other one. Nice educational section, then we remind of the welcome discount. Each product has its own individual shop now button so customers know that they can click it. The volume that they're doing, doing over a million site visitors a month, will literally result in over a 100,000 new people joining the email list and then double the conversions that they were getting before. Let me know what you think. Was this an improvement? Operation stop better marketing.
Marketing teardown and redesign example | Viral Hooks
