The writing formula that scaled Allbirds to a $50M brand

And the email I sent to their headoffice

Happy Thursday 👋,

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I spent the last 3 hours delving into the depths of Kickstarter and found a beauty… Allbirds original campaign ~ 970 backers pledging $119,196.

So then I unpacked it all, bit by bit, so you can learn how to build a business with grassroots.

Let’s go👇

Without an origin story, you’re toast. In today’s world, people love to know where their products started. Whether it’s in a garage in the middle of a sleepy town or between shifts at your local Dominoes. We want to know why this product exists, what problem it solves, and how it fits into our lives.

Think about it. Necessities are just that, buying decisions driven by the basic needs of a human being. Aka — You have to do the weekly shop whether you like it or not, so do you have all the time in the world to check the back of the packets and see where your butter came from? Probably not (and we’re talking about butter tomorrow as it happens).

But when you’re making a more considering (more expensive purchase) like a £125 pair of Allbirds, you have more time to think about buying them. Likely you ponder the buying decision for a few weeks. Instead, a series of data points will trigger your purchase.

So what you need to do is figure out how your buyer thinks and solve a problem for them.

This is the problem-pain-solution framework and how Allbirds used that to sell out their Kickstarter campaign in 5 days.

A brand is a conversation. Confused? Cool, let’s dive in.

❌ We made some cool shoes, you should buy them.