Dollar Shave Club has been disrupting the razor business since they first came on the scene with their viral video promo in 2012: https://www.youtube.com/watch?v=ZUG9qYTJMsI...View More They built the business around the pain of having to pay a lot for big-name razors & the inconvenience of having to buy them at the store. Their solution is low-cost razors that are delivered to your door on an automated basis. The display ads below, spanning from 2013 to the present (2016) demonstrate how they've changed their taglines & messaging over the years to best reflect their unique value proposition. As you'll see in the annotations & takeaways, they've made noticeable improvements to make their ads stronger.
How Dollar Shave Club Changed Their Messaging (2013-2016) Swiped in January 2016
Up until this point, Dollar Shave Club's taglines have been built around cleverness & humor, which represent the brand personality, but are also dangerous in terms of clarity. "An Amazing Shave for A Few Bucks" clearly demonstrates what Dollar Shave Club offers vs. "Shave Time. Shave Money" or "Save On A Shave." Remember that clarity trumps all when it comes to marketing.
Note how their call-to-action copy went from "Sign Up" to "Join Now" to "Try The Club". "Try The Club" is the most descriptive copy & implies a trial (soft sell). "Club" carries weight in that it can represent exclusivity & belonging.
Since 2015, Dollar Shave Club has included "No Commitment. No Membership Fees." in their ads. It's a small addition that makes a big impact in terms of lessening anxiety around the idea of getting tied up or paying unnecessary fees. If you're running a "club", these are two points you'd be smart to address.
One thing that stayed the same throughout was the decision to include a photo of one of their razors in each ad. The difference is, the images got bigger & more realistic. It's clear why they chose to include photos...the razors look really quality.
However, it's not just about looking good. Think deeper & ask yourself, what objections come up when you're deciding on a product that has a much lower price than usual? Perhaps, is it good quality? Dollar Shave Club is addressing that objection with the impressive photos of their product & packaging
Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!
Visit the archives of this swipe's source URL or view past screenshots of dollarshaveclub.com below.