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Bonjour Millionaire, 

Not to be negative but I just landed on a site that I once worked on and they did too much to it. It's optimized to the gods but I just tried to checkout and it told me that I needed to remove a specific item from my cart that I didn't put into my cart. It's the free gift and it's broken and it triggered as a favor and now I can't checkout.

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TOOL OF THE WEEK:

Sponsored by Audiense

✹ 91% of Americans will delay purchase to wait for a discount.
✹ Only 27% of 1st-time BFCM buyers ever come back.

I share ^ these stats to introduce my tool of the week: this guide on turning fair-weather BFCM shoppers into faithful customers. It preaches my love language: tailoring messaging to your high-LTV VIPs FIRST, not the discount-chasers.

Inside:
- the 6 types of BFCM buyers (tag yourself; i'm "rinse & repeat")
- a flowchart to figure out which you have (p. 7)
- examples from skincare, outdoor gear, meal kits, etc.

THIS is the audience worth building your strategy around. They've already decided to buy. It's just a question of finding the right message. A must-read. Esp before your email copy is locked.

A VIP-FIRST BFCM STRATEGY: GET THE GUIDE

GO-TO-MARKET TIP OF THE WEEK: 

Considering taking a swing with a really big influencer. Their team came back with a really expensive $. We're encouraged, because the # was paired with a note that they only consider long term partnerships. Great, I do, too. It's only expensive if it doesn't work. It's only not worth it if the deliverables don't deliver. Not sure we'll do it, but also not sure it's a risk.

This is the arena! Requires bravery. And cash.

ADDED TO MY WISH LIST THIS WEEK:

🩰: Niche.
🛑: Daniel said he didn't like but he doesn't have vision.
🌹: As good as it gets. I'm fresh out.
💙: For my sweetie.

BRAND OF THE WEEK:

Halfdays: A lesson in restraint! I'd say more but again ~ restraint ~.

WEBSITE OF THE WEEK:

Rhode: $27M in 1 day DTC. So, we look at their PDP. The carousel isn't intuitive but it is really damn interesting. Hailey's shade is clearly shown because she's only featured on 'medium' which is really, really, really smart. As you flip through the variants the carousel is dynamic to show the shade you have selected. As it should!!!!!!!!

MEME OF THE WEEK: 

AU REVOIR!

I'm meeting my niece this weekend and I really hope she likes me. I'm bringing a lot of presents (more than my younger sister, the aunt I'm competing against). I checked.

Love you, 
Ari