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Workweek Newsletter {beacon}

Ari Murray

Aug 28th, 2026

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Bonjour Millionaire,

I'm finding myself very inspired by ads that don't show the thing that's for sale. That show the reaction to the thing. A wedding guest gushing over the bride's shoes, and it's an ad for shoes but you can't see them.

See what I'm saying? Can you picture? This can sit higher up in the funnel but at least it sells the most critical of things - desire.

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TOOL OF THE WEEK:

GO-TO-MARKET TIP OF THE WEEK:

I had an extremely expensive bottle of wine this week. I didn't buy it, so don't worry Daniel. Could I tell the difference? No, but that's because I'm trashy. But what I could see, in real time, was that an educated consumer is a powerful consumer.

Why I bring this up? To brag? No, but thank you yes it was quite fancy.

I bring up because yesterday we were going back and forth on a caption for a new ad we're trying. I wanted to bring in language that I learned here, on the job. Language that before I worked here I didn't understand. Deep language on scent, on notes, etc.

It is going to be over the head of so many people that we serve this ad to, for sure. But I learned the power of this language because I saw an organic post 6 months ago that had 300K likes on it where a subset of the internet was geeking about a particular note.

So, they'll get it. We just have to go find that group of classy, smart, well-educated consumers. We can do that. 🍷

ADDED TO MY WISH LIST THIS WEEK:

🪙: 32 years in and I learned how to curl my hair. Clamp FACING the mirror. Write me with any questions.
🪙: FOREVER searching.*
🪙: My friend had a daughter so I ordered her this. Already got the baby pink for the baby shower so we're going cool-girl.
🪙: Don't cancel me. I hate the Rhode eye patches. I only like these. I hate the Summer Friday's patches, too. I only like the YISE version. I mean it.

*new insights on AI & organic search, brought to my attention by Shopify

BRAND OF THE WEEK:

Lovisa Worge: TikTok taught me about her last weekend and I got my ass up and went to Sephora and bought the lip combo that YSL had her do an ad for. The entire thing. 3 products. In the exact shades she wore. Do I look like her? Not even a little bit? Do I want to be her? For sure.

I don't give my flowers to YSL. I give them to my new muse, Lovisa. And she was smart to let YSL leverage HER brand. She made them look great. Influencer of the week for sure.

WEBSITE OF THE WEEK:

Salt & Stone: We launched Eau de Parfum today. For the very 1st time, 4 years in the making from Nima and Kelly (they predate my time and then some, love a product genius I really do). Ambrette & Pear is my favorite scent. Not from Salt & Stone. My favorite scent.

Want to see our site? Want to buy and make me happy? I've been so nice to you today. 🍐🏹