Welcome to the 32nd issue of Magnetic Marketing. The newsletter that lets you grab the last slice of pizza from the pie, even though it's your 3rd slice and we were only supposed to have 2 each.

We're back to our regularly scheduled programming of one weekly newsletter. I was traveling overseas last week and decided to take the week off :)

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It really is that good.

Today's Marketing Breakdown:

In today's issue, I'm going to walk through Athletic Greens' offer page and why it's so damn good.

Athletic Greens is a DTC subscription company valued at $1.2 billion that sells a healthy nutrition drink.

Let's dive right into how they're crushing it with their offer page.

You can view the offer page live in action by clicking here, but I'm including a screenshot below of the meat and potatoes for reference:

Working at a subscription company like the Beard Club, I always look at other companies for inspiration on best practices.

Athletic Greens has one of the best offerings I’ve seen in terms of how it is displayed and messaged on their site.

Here are 3 reasons that make their layout so great:

1. It pushes you to a subscription

5 factors are pushing you to subscription in the screenshot above. Going in number order from top to bottom:

1. One-Time Purchase is priced higher than the Single Subscription.

2. One-Time Purchase has the highest price per serving.

3. There are only 2 checkmarks in the description for One-Time Purchase compared to 5 for the other options.

4. The "Buy Now" CTA is more intimidating than the softer "Start Now" button for the other two offers.

5. There is no money-back guarantee.

2. Clear benefits of Most Popular vs. Best Value offerings

If I was a betting man, I'd say the majority of their revenue is coming from their "Most Popular" offering.

They make it crystal clear that this offer is the best option for somebody just starting out (i.e. probably the overwhelming majority of their leads). They do this by including a header line that reads: "Best for starting your new healthy habit."

Clear. Value-focused. Motivating.

That's a textbook headline. Any person who comes to this page shopping for themselves knows that this offer is perfect for what they're looking for and is a better value compared to the One-Time Purchase option.

3. Rule of 3

Just like I picked 3 takeaways for this email, Athletic Greens satisfies the Rule of 3 framework that everybody loves by offering a 3rd option for "Best Value."

The 3rd option is the best value in terms of price per serving, but it serves multiple purposes by being there.

First, it's the perfect option for a couple that's looking to start a new healthy habit together. It encourages larger orders and builds in a free accountability partner — something really important when starting a new habit.

Second, the higher overall price makes the Single Subscription look more enticing to all the single folks out there. This means both price points (One-Time Purchase and Double Subscription) are pushing the majority of traffic to the Single Subscription. Brilliant.

Bottom Line:

This is one of the best offer pages I've seen lately. It's no surprise they are a billion-dollar company.

The prospect hardly has to think because of how clear this offer page is.

This is the gold standard to strive for when presenting your offerings. 

There you have it! 1 marketing tip to help grow your DTC business.

Here's one other marketing resource I discovered this week:

The website is called Vintage Ad Browser.

The entire site is stoopid simple (see below) and has been a ton of fun to leaf through and get inspiration from.

Here's one example of a Kodak Ad from 1912!

Hope this has been helpful!

If you enjoyed it, please forward it along to your marketing friends.

If you're new 'round these parts, you can join the squad and start getting weekly marketing tips to grow your business by clicking here :)

See ya next Thursday,

Joe

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