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 Bonjour Millionaire, A little behind-the-scenes for you: I was thinking up subject lines and discovered the term “badge bunny,” which means a woman who’s attracted to people who wear badges. Not me. Unless we’re talking about the Allure Best of Beauty Awards Winner badge. So, about that… Was this email forwarded to you? Sponsored by Tapcart Flagging for your attention: this new 2026 BFCM report on mobile shopper behavior. ON THIS EPISODE OF GO-TO-MILLIONS Are you getting the most bang for your badge?Not all press badges are created equal. If your audience doesn’t trust or care about who’s issuing the badge, it’s not worth it. If it’s giving pay-for-play participation trophy, it’s desperate and not worth it. If it’s in a “damned by faint praise” category like “Best Budget Lotion For Bunions” and you’re trying to be a luxury body butter, DON’T EVEN THINK ABOUT IT.  We only invest in press badges that elevate our brand, mean something to our audience, and help us win agentic by providing external credibility. Got it? GOOD. Sorry if that was harsh. But I’ve seen too many people waste money on these. And, again, I am harsh. Badges require planning. You have to decide when (or IF) to throw your brand in the ring, what products to enter in what categories, how much you can budget for entry fees, and submit products for judging. Then if you win and decide to license the award, you’ve got a finite amount of time to (wisely, strategically) exploit it. Plus, a press badge should feel like an accolade, not a vanity plate. Maximizing ROI requires understanding the badge lifecycle and being intentional at every stage. And, remembering the ultimate goal: we’re not getting press badges for a self-esteem boost. We’re trying to rank higher in AI. Growth dogs, pull up.  HOW TO INVEST IN PRESS BADGES WISELYBEFORE YOU SUBMIT… A few Qs to decide if the badge is worth pursuing. If you can’t check these 4 boxes, move on. ✅: Does it have cachet with your actual target audience? Oprah’s badge makes sense for a 50+ menopause brand, but Gen Z customers wouldn’t care. That’s okay! ✅: Will your customers recognize this badge or know what it means? If your shoppers haven’t heard of a publication, it won’t move the needle. And worse, it might feel sketch. Obscure badges mean you’ll have to educate your customers about it to make them care. It’s like hiring an influencer YOU have to make famous! i.e., DON’T. ✅: Do you know how you’ll use this badge if you win? If you’re not sure how a badge would fit into brand marketing, there are MUCH cheaper ways to stroke your brand’s ego. That goes double if their pricing’s by reach, not a flat fee, so make a plan and then see what it’ll cost you BEFORE you decide. ✅ Is it really a differentiator, is it prestigious? If you’re pursuing a badge just to keep up with the competition, you’re losing the plot. Badges are compelling, because there’s a barrier to entry and only “winners” get to flaunt them. If every brand already has 1, what’s the point? Aim higher. CONGRATS, YOU’VE WON! NOW WHAT?  Bask in victory for 5 minutes, then get to work. 🎉: Negotiate badge licensing costs. Sometimes the price of a badge is open to discussion. Maybe you can’t talk them down, but it’s always worth a try. In my experience, the ***** badge was offered high and landed far lower. For the right ICP, it would’ve been worth many times the ask. And, if you’re a big brand. Stop replying for a little. Helps save $. 🎉: Stack the badge with other proof points. A press badge on its own is nice. A press badge backed up by other relevant credibility signals is an AGENTIC GOLDMINE. When you’re building a badge landing page, think of other proof points to add for maximum AI impact: hero ingredients, other credentials, a recommendation from an expert, the trusted face of the brand, something that directly mentions your target audience. Every layer is another proof point that helps it convert (and makes AI fall in love with you.) 🎉: Put spend behind it. A badge doesn’t mean anything until people see it. Amplify it with paid. Organic social, targeted landing pages, etc. If it’s relevant to your brand, you might even get it on a collections page! If it’s good enough. Whatever the strategy, don’t let it gather dust hiding on a single PDP.  A tasteful sprinkling of badges! Not for every brand, but smart for this audience. 🎉: Target it precisely. Reserve the badge for high-intent placements that earn the licensing fee back: targeted landing pages, whitelisted handles, the EXACT audience it speaks to. On the flipside, know where it DOESN’T go. Not the black hole of the homepage, social, OR slapped on every single surface. You know how they only put “Academy Award winning actor” in front of a cast member’s name when the movie is awards bait? This is that. GO ON WITH YOUR BADGE SELF 🌟: Ride that badge into the (precisely targeted, high-intent) ground… Place it WHEN and WHERE it makes sense and see how it performs. If it works, double down. Use the data to plan your next badge placements. Go hard, because every badge has an expiration date. If this 1’s really working for you, consider renewing it or applying for more in the next badge cycle. Because “best in Beauty 2024” looks sick in 2023, but not cute in 2026. Sponsored by Levanta Ho-ho-ho-hold your horses, partner! 🐎 GO-TO-MEME  So where do you fall on this debate? Does your brand do press badges? Has your opinion changed over time, like mine? Tell me which ones have been worth it (or not). Promise I won’t tell *****. Yours, | ||||||||
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