@wellcopymax Had to do something about this… what do we think? Better?
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.
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.
The creator critiques a Fenty Beauty marketing email, then screen-records himself redesigning it in real-time. He explains his strategic design choices, focusing on improving the hero section, clarifying the product, adding educational content, showcasing results with before/after images, and optimizing the overall layout for better user experience and conversion. He concludes with a side-by-side comparison of the original and his improved version.
Rihanna needs a new marketing team and this is my application.
Visual hook · 5%
A composite image showing the creator speaking to the camera on the bottom half of the screen, with two images of Rihanna and Fenty Beauty products on the top half, immediately establishing the video's subject.
[06]
Hook template
Steal this for your own video
[well-known brand] Needs a New [team or specialist role]
— Fenty Beauty Needs a New Email Designer
— Nike Needs a New Product Photographer
— Netflix Needs a New UX Designer
[07]
Hook and payoff
The promise the opener makes, and how the video pays it back
Hook
Make a bold, critical claim against a popular or established subject, immediately positioning the creator as an expert with a better solution.
Payoff
The creator explicitly asks the audience to judge the outcome ('Is this an improvement?'), directly soliciting engagement and validating the creator's work.
[08]
Narrative framework
The structural pattern this video runs on
Framework
The Expert Redesign
To establish authority and create a satisfying transformation narrative by identifying a flaw in a well-known entity's work, deconstructing the problem, and showcasing the process of creating a superior solution in real-time.
1
The Audacious Application
The creator states a provocative thesis (e.g., 'X needs a new Y') and frames the content as their 'application' or proof of concept, creating immediate intrigue.
2
The Forensic Takedown
The creator presents the 'before' state and systematically breaks down its specific flaws, justifying the need for change and getting the audience to agree a problem exists.
3
The Real-Time Transformation
The creator shows the 'work-in-progress,' narrating their thought process and strategic decisions as they build the improved version. This demonstrates expertise and builds anticipation for the final result.
4
The Grand Reveal
The creator presents the 'before' and 'after' versions side-by-side for a direct, impactful comparison, delivering the visual and psychological payoff of the transformation.
Themes
Marketing strategy
Design principles
Professional expertise
Brand improvement
Techniques
Screen recording
Voiceover
Side-by-side comparison
Post caption
Had to do something about this… what do we think? Better?
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.
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
Rihanna Needs A New Marketing Team
Transcript
Brianna needs a new marketing team tier this is my application. I've been receiving their emails and I received this new email for a product launch that they did. I think I good do way better. Their button is way too low. See how blocky this bottom section is? It really doesn't flow and so watch me redesign this email in real time. The most time I'm spending is on this hero section. It's the most important part of the email, and their problem is they have navigation buttons way at the top of the email that really distract the customer from, like, the main point of the email. And their button and all the value is way too low in the email. Not every customer is going to scroll. And so you rank see right here, I have everything that the customer needs right up at the top without any scroll. You're gonna see I'm gonna add a button here rank really make it pop. So we add banners like this new and exclusive launch, and then we add these little features to bring it to life, and then even another banner right here behind the product. The hero section is already a major improvement. Now for the next part of the email, I just really wanna make it flow and add better education. So we have this, and I just show the product because I was confused when I first saw their email. It's like, are they releasing a smoothie? So I wanna make it clear that this is what the product is, break down some of the ingredients. And I think this imagery just makes it a lot more scientific and believable. But then I wanna show them, like, again, this is what the product is. These are the steps to use bad. So I add a GIF. And then, of course, we wanna show what the product actually does. So a clear before and after of what it does to your skin. Of course, finish with the final call to action, make it pop a little better, and then we're gonna get to the footer where then we add our navigation buttons right here in case somebody wants a different product. And here are the final side by side. Let me know what you think. Is this an improvement?
