🍀 What color would you pick?

LET’S BEGIN HERE

I know this is a joke but I’m concerned I’m exactly this person. For example, I know how to correctly pronounce both Loewe and Rimowa (say the w like it’s a v) and I think I talk about both too much. 

READING REVIEWS 

I’ve been casually on the hunt for non-toxic dish ware. This desire sprung from the fact that I accidentally have been microwaving a bowl that is not listed as microwave safe for the last year. I DO NOT WANT TO TALK ABOUT IT. 

On Friday night as I couldn’t fall asleep, I Googled ‘non-toxic dishes’.

Fable won the search (the 2K reviews coupled with the fact that someone mentioned Fable to me a few weeks ago when I was complaining about the microwaved bowl incident. I don’t actually remember who recommended Fable to me (I clearly complain to too many people, sorry about this if you were my non-toxic recommender – I’m working on myself). 

At the time, when Fable was mentioned, I didn’t look it up. I suppose I wasn’t ready.

But then on this Friday night, Fable was miles ahead of West Elm, or Our Place, or anything else that could popup in that search because I already knew that Fable = non-toxic (from my source that I can’t even remember). 

1 thing led to another and I SWEAR I WAS JUST BROWSING. But then this bundle looked promising, but not that compelling. $222 for white dishes just didn’t feel urgent to me. It wasn’t exciting. Despite the PDP perfection AND THE FACT IT WAS 25% OFF UNTIL 1/12 (all the bells and whistles were there – strike-thru pricing, best seller badge, 4K reviews, microwave safe / dishwasher safe marquee)… 

This just wasn’t going to be it.

Look at what Joanie said (this was the 7th review I read – I just counted).

Zooming in on the part that got me. 

Joanie mixed and matched pink and taupe. I gasped. I think I woke Daniel LOL.

I scroll back up. I see pink. I then see taupe. I don’t like the taupe. But then we find her – stone blue. 

Joanie taught me this. I decided I needed to mix and match the pink and stone blue. The problem of $222 white dishes goes away when you hyper-fixate on pink and blue dishes. 😵

I then start to build my pink and blue cart – I added 1 pink dish set and 1 blue dish set. 

But then I saw that the stone blue dish set wasn’t going to ship until April 25th. (The pink would ship January 19th). 

I panic. I start to pretend I like taupe. 😉

And then, I go back to Joanie’s review. Joanie was actually just reviewing the Breakfast bowls from the set – she didn’t buy the entire set 2x to achieve her pink and taupe. 

Fable just combined the reviews to include the reviews of the bundle, and the reviews of the single items within said bundle so that it could show 4K reviews. I love this – I do this, too.

But back to Joanie. She taught me that life exists outside this bundle.

I go back to the mega-nav (with the full pink set in my cart), and go hunting for stone blue items I can buy that aren’t backordered.

The salad plates in stone blue ship April 25th. They’re out. 

The dessert plates in stone blue ship January 19th. They’re in. 

The pasta bowls in stone blue ship April 25th. They’re out. 

The little bowls in stone blue ship January 19th. They’re in. 

And so I went. I also found mugs in stone blue that shipped January 19th. They’re in.

Because I know that a bundle that’s backordered for 3 months has a chance of having components within that are ready. It’s almost never a clean sweep, unless that paint color (idk if it’s paint is paint non-toxic idk) is the stock problem. It’s usually an issue of forecasting inventory. 

And so Fable, with their well-collected reviews, excellent word-of-mouth recommendation, apt Google bidding, 25% off sale, and very clear shipment dates (NOTICE IT DOESN’T SAYING SHIPPING APRIL 2025 IT SAYS APRIL 25TH – A HARD DATE MAKES IT FEEL REAL AND LIKE IT WON’T BE PUSHED), got me over the finish line at 11pm on a Friday. When I was just looking to look. 

If I’m honest, the stone blue scarcity made it all feel time-sensitive. Was it time-sensitive? Of course not. The stone blue and pink idea was 7 minutes old after I learned it from a stranger on the internet, Joanie.

Your customers have ideas your ecommerce team can’t even dream about. Nowhere on the site did I see pink and stone blue mixed. But Joanie led the way. They’ll do well to follow her lead. 

COPY THIS

The Woobles: Notice this ad copy:

“Need a fun, relaxing, and healthy hobby? Try learning to crochet with The Woobles! 🧶 Over 500,000+ already have!”

Easy to borrow this exact format. The in-line emoji. The social proof. The double !. The question that starts off. The brand name within. It’s there for the taking. 

WORK WITH MY FRIEND

If you’re an NYC-based Growth Marketer, Greg Schwartz is hiring. Greg and I were coworkers at about-face beauty and he now owns the best TV-ad agency in ecommerce. I’m not saying that because he’s my friend – I’m saying that because that’s the consensus on the market.

He could be your boss and you could run the sickest book of business. JD here and email him your resume at [email protected] to apply. I’m jealous of whoever gets this.