Most brands don’t die with a bang. They die quietly. In inboxes.

Most brands Don’t die with a bang

Bryan Eisenberg

Content, Copywriting, Customer Experience, Email

In 2014, Derek Sivers did something wild.
He rewrote a confirmation email.

That’s it.
Not a campaign.
Not a product launch.
Just an email.

Here’s what it said:

“Your CD has been gently taken from our CD Baby shelves with sterilized gloves and placed onto a satin pillow…”

It went viral.

People laughed.
They shared it.
They remembered CD Baby.

But why?

Because it felt like something.
Because it sounded like someone.
Because it had what most brands are missing:
A soul. A voice. A pulse.

Most companies sound like a legal team wrote their marketing. Their emails, texts and autoresponders are safe. Polished. Boring. No edge. No humor. No heartbeat.

But every message you send is a micro-stage.
A chance to show character. A moment to make someone feel something.

You’re not just confirming an order. You’re confirming your brand’s personality. Or lack of it.

Derek Sivers didn’t change the business. He just made people care. One sentence at a time.

Here’s your challenge.

Find the most boring message your company sends.
Receipt. Reminder. Confirmation.
Then breathe life into it. Give it tone. Voice. Personality. Test it, since we should Always Be Testing!

Turn it into something worth reading. Worth smiling at. Worth sharing.

Because in a world of sameness, the brand with a heartbeat wins.

Bryan Eisenberg

Bryan Eisenberg is an award-winning, internationally recognized authority in marketing and persuading customers. A pioneer in digital analytics, conversion rate optimization, persuasion architecture, persona marketing, buyer narratives, and customer experience, Bryan has co-authored bestselling books including Call to Action, Waiting For Your Cat to Bark?, Always Be Testing, Buyer Legends, Be Like Amazon, and The Rice and Beans Millionaire, all of which have appeared on Wall Street Journal, New York Times, USA Today, Business Week, and Amazon bestseller lists. With decades of experience, Bryan has been part of the founding team of four data-driven startups and has successfully raised capital for each. He has also advised over a dozen startups, guiding companies like Bazaarvoice, UserTesting, and Runa (acquired by Staples) to successful exits. His proudest accomplishments include helping thousands of companies, including Google, Chase, Dell, Disney, and GE, dramatically improve their sales using frameworks developed with his brother Jeffrey. A sought-after international keynote speaker, Bryan has headlined events such as Shop.org, SalesForce's DreamForce, Direct Marketing Association, and the Canadian Marketing Association. His work has earned him recognition as one of the top 10 User Experience Gurus by eConsultancy, a LinkedIn Retail Influencer, and an IBM Futurist. He was also named one of the iMedia Top 25 Marketers and a Marketing Edge Rising Star. Bryan and his wife serve their local community, running A Place At Home – North Austin, a home care agency in Round Rock, TX. He also serves as Ambassador co-chair for the Round Rock Chamber of Commerce. Bryan takes pride in mentoring growth-focused entrepreneurs, from SaaS founders to local businesses.