Many YouTube channels field sponsorship offers from brands when they pick up steam.
From what I understand, the YouTube creator gets paid to talk about the product in a positive light in a video.
It’s a nice way for creators to get paid without wrecking the viewing experience. You can skip right past sponsored segments if you want. No harm, no foul.
But I’m a marketer. So I pay attention to these sponsorship segments if it’s a product I could see myself writing for.
After all, I’m always looking for new companies to study and maybe get on my client radar.
Many are flukes, unfortunately. But not Just Thrive, a health and wellness supplement company that sponsored a podcast I watched.
I dashed to the site and was pleasantly surprised to see they nailed the basics. Compelling origin story, good copy, nice (and logically-flowing) web design, email signup pop-up, personal style, big-name testimonials, etc.
So I got on the email list hoping to see emails of a similar caliber. I wasn’t disappointed.
The funny thing is Just Thrive’s emails are similar in style to emails I’ve written for some clients I work with.
That means they either have/had a great copywriter or Tina and Billy (the founders) studied copywriting.
That’s neither here nor there. This email’s fantastic to study, especially if you’re a supplement brand owner or marketer. So keep on reading…
| Table of Contents |
| About Just Thrive The Email: Shift Beliefs (and Position Yourself) in a Crowded Market The Subject Line and Preview Text: The Body Copy Takeaways What to Do Next |
About Just Thrive
Just Thrive is a health and wellness supplement brand that sells probiotics (its flagship offering) as well as products for:
- Weight management
- Digestion
- Brain health
- Immune health
- Kids health
And more.
The company also partners with Vitamin Angels to provide at-risk populations in need — specifically pregnant women, new mothers, and children under five — with vitamins and minerals they need for good health.
Just Thrive was founded by Tina and Billy Anderson. They both had excellent careers in the pharma industry for a while…
But pharma is pharma. As Just Thrive’s About page lays out, a sales rep told them that if they convinced doctors to change certain health marker standards, they could prescribe more medication.
I think you see the moral hazard here. Change how doctors judge patient health to sell more meds. *Ahem* sick-care system *Ahem*
That caused Tina and Billy to rethink their careers. In their words, “We weren’t helping people… We weren’t the solution… We were part of the problem.”
Worse, Tina has seen how some of these meds had harmed family members.
So Tina and Billy decided to launch a product that would actually help people.
They dove headfirst into research, learning about gut health and the types of probiotics on the market. They saw a gap in the existing offerings and, partnering with Kiran Krishnan (a world-renowned microbiologist), launched Just Thrive.
Since then, it’s expanded into other health supplements, as I mentioned earlier.
It’s a classic founding story. Find something wrong with the current way of doing things, start a company to make that industry (and people’s lives) better.
Give the brand’s About page a read for more details. It’s yet another example of excellent story-based copywriting. It hooked me, after all.
The Email: Shift Beliefs (and Position Yourself) in a Crowded Market
Today’s email is a bit longer than most (besides maybe BioTrust and Paleovalley, both of which are in the same/adjacent niches):
I know you can’t see the copy right now (that’s what the breakdown’s for, anyways).
But you can see the structure. You’ve got a hero section, some intro copy, then three sections to “debunk” each industry lie.
You can probably see the signoff and PS sections, too.
Oh, and the line breaks and whatnot. It’s pleasing enough to the eye, making the length less intimidating.
So how about the copy…
The Subject Line and Preview Text:
I love this subject line. It actually caught my attention as a member of the target market:
It speaks to the target market, like I said, and provokes curiosity on a topic of interest.
The reader wants to know what these lies are because the reader may be taking probiotics or may have been burned by other companies.
Numbers provide specificity. And the numeral format is more eye-catching than writing out “three,” even if technically you’re supposed to start sentences that way (in certain writing styles).
The preview text offers further clarity:
Just Thrive narrows it from any lie to “lies” that brands in the space tell you.
They balanced vagueness and specificity just right to spike curiosity.
Know how people love drama and gossip? This preview text taps into that. It “throws stones at common enemies.” Everyone hates brands who lie — almost more so than individuals who lie!
So now the reader’s hooked…
Plus, Just Thrive has seeded the idea that it (the brand) is an expert. The email, as we’ll see, helps that seed germinate.
The Body Copy
The email body starts with a hero section that incorporates some copy:
The bar at the top is a great place to drop things like free shipping or return policy info. Just Thrive went with the latter. Good choice.
Turn your attention to the image with the copy overload, though.
One other thing of note is the image itself. I like simple design of the question mark above the bottle of probiotics.
The copy seems to address a question some customers hold deep down, even if they take probiotics already.
It gets some anxiety going. Is the reader’s probiotic actually doing anything?
Bold of a probiotic company to ask that, too. Makes the reader eager to see the truth.
And that’s where the opening lines come in:
Boom. The very first line connects to the hero copy. Makes the reader know that their worries are not dumb and are actually quite common.
The second and third lines build on this connection by highlighting some of the founder’s experiences talking with others in the space.
The last line is great for a few reasons:
- “Hopes dashed” is better than “hopes ruined” or “only to be let down.”
- “Toss another half-used bottle in the garbage” adds a nice visual. It’s also relatable because it’s specific. It’s an action. Readers have done it and can see themselves doing it.
Now that we’ve connected with the reader, we begin to explain the big “why” behind the useless probiotics and cast stones at “Big Probiotic”:
This little section shows how the lies aren’t just a wash… they actually hurt you.
Bolding the 3rd line is great because it’s a powerful statement and it ties back to the subject line — “3 probiotic lies.”
Just Thrive then touches on how this lie harms the reader (time, money, health).
The reader already has a feeling this is true. They need only their fears confirmed.
At this stage, they’re ready to see what those lies are so they can put a stop to the losses they’re suffering:
First off, I love the image. Crossing your fingers behind your back is a classic way to convey lying. I also like how each lie has quotes around it. It adds to the assertion that this is a common lie, as many companies actually say it.
As for this “lie debunking”, it turns a competitor’s advantage into a weakness. Flips everything on its head, making Just Thrive’s toughest competitors look inferior.
The copy itself is essentially:
- Explain the lie
- Explain WHY it’s a lie with science
A few lines of scientific explanation shifts beliefs fast when the reader’s primed to shift those beliefs. After all, they’ve been burned before, and Just Thrive connected with them.
And it’s not a lecture. It’s personal. The third and fourth lines relate it to the reader. The reader’s body temperature and stomach acid, not “human body temperature and stomach acid.”
Look at how “sign of a weakness” is bolded. That’s the key point illustrating why the lie is a lie.
I like the all-caps “IT MUST SURVIVE,” too. It’s another way to emphasize the text and make it visually interesting.
Onto Lie #2:
This debunking starts with an appeal to scientific authority. And the data itself is bolded to draw attention to its shocking nature.
The percentage offers a specific number, adding credibility. Plus, it comes from a specific place — UC San Diego, a university — to boost the authority more.
Smart to start that way. The reader immediately believes that this is indeed a lie. Start with the data to resolve the reader’s skepticism, then dive into why that renders the product ineffective.
Or, rather, harmful. Just Thrive twists the knife by explaining the potential danger of most probiotics. Unknown organisms? Gross!
Finally, they add another element of authority and expertise: a tip on what to look for. And hint, hint: I bet Just Thrive’s products meet the very criterion they tell you to look for.
This particular myth-busting is a nice microcosm of the email itself: Position competitors as inferior and bad. Position yourself as an authority and expert that sells a superior product.
Last lie-busting section:
Just Thrive diffuses some potential problems regarding technical jargon (CFU, in this case) by explaining what that jargon means. It dimensionalizes what CFU means for the customer when they buy a probiotic.
It’s crucial to know what it means, or the next few lines, the myth-busting copy, won’t hit hard. It also does a bit more authority-building.
I love the first three lines after the first bolded section. I use that kind of technique a lot. Fairly basic sales technique. It makes the customer shake their head like “Yeah, you’re right, that makes a lot of sense.”
Just Thrive could have stopped there, but they added a stat to drive the point home and show how ineffective most of their competitors are.
At this point, Just Thrive has thoroughly deconstructed its competition. The science and stats show the reader that Just Thrive’s not throwing out empty claims.
The reader feels like they learned some real science along the way, too. They feel like a more confident customer in this market.
All the while, Just Thrive has shown itself as an authority and expert. It’s the perfect time to tie back to the customer’s pains and introduce the flagship product:
Bolded product name. Gotta love it. I also like the “my husband Billy and I” because it maintains a personable feel. This isn’t a giant supplement corporation, but a husband-wife team that’s passionate about helping others with their health and wellness.
And oh, whaddya know? Each bullet ties back to the lies busted… showing how Just Thrive’s probiotic excels in each area the reader learned about. A little bit of benefit copy in parenthesis for good measure.
What a way to put a bow on things. I can see why this is in the Welcome Sequence. It’s probably stacking cash.
Well, no bow yet. We have a few sections to go:
Some health supplement brands include their founder’s face in their emails. This is a great way to stand out in a sciency niche, especially when writing in the first person.
But look below the signature block. Just Thrive has a powerhouse of celebrity endorsements.
David Asprey is quite the name to have. That testimonial’s worth a LOT of sales. However, don’t overlook the other two. JustThrive got testimonials from a few different “ideal customers” and adjacent niches — “The Wellness Mama” sounds like moms who are into health and wellness, while “The Skinny Confidential” addresses the beauty side of health.
Notice key phrases like “research-backed” and “does what it’s supposed to do.” These address customer concerns in a smooth, natural fashion. Also, “I take this every day.” Shows just how amazing the product is, seeding the idea of repeat purchases.
Finally, the CTA sneaks in “risk-free,” indicating some form of guarantee or refund policy. That knocks off the fence some customers who have been “burned” since there’s no risk.
And, of course, the PPS at the bottom reminds them of their discount code. It is a Welcome Sequence, after all.
But wait, what is the guarantee? They don’t say it, right?
Oh, don’t worry. It’s visible to the reader when they’re in the PS section:
Boom. 100% satisfaction guarantee, even if the bottle’s empty when the customer demands a refund.
The free shipping is a great benefit, too. If you offer free shipping in any capacity, sticking in a templatized block, such as your footer, seldom hurts.
One last section laying out the guarantee in more detail:
Now, the most skeptical of customers know how little risk is involved. They can run through the whole bottle and then ask for a refund.
One could say that’s risky for the company. But people aren’t robots. And most people are generally ethical.
Sure, one scummy customer might get through a bottle and get a refund despite the benefits.
The fact that Just Thrive offers such a guarantee means they can afford that type of thing… because they’re drawing in the right types of customers anyways.
And anyways…
One “loss” on a scummy customer is well worth the number of “fence sitters” who take the plunge, fall in love with the product, and buy more.
Takeaways
Here are some big takeaways:
1. The Copy Mechanics
Here are some mechanical takeaways:
First-person and second-person
The whole email is first-person/second-person and has a signoff from one of the cofounders.
It feels like she wants to share genuinely helpful information with you, and her offer just happens to be a good solution to add at the end. It always relates things to the reader by making them imagine things. For example:
“After all, if a product has 50 billion CFUs of bacteria…
But the majority of those bacteria die before they reach your gut…
How well do you think it’ll work for you?”
Formatting, flow, and readability
Notice the line breaks and ellipsis. These help create a more natural flow and make the copy easier to read.
Bolding helps, too. But bolding also draws attention to important elements, such as shocking statistics, industry lies, and Just Thrive’s product name.
Italics also emphasize bits of copy, but differently. It’s what you might put “oomph” on when speaking, vs. bold, which draws attention.
I noticed some all-caps as well. Yet another way to add some variety to the copy’s appearance.
Finally, I like how the “lies” are split up by big bolded sections with fun little images. This enhances readability while adding some personality and gives the eyes a nice break.
Testimonials
Just Thrive stuck some hard-hitting testimonials in the PS section. It included some big names and cast a wide net over adjacent niches and customer avatars.
Statistics and specificity
Statistics are not a rational argument in sales copy. They’re an emotional appeal. A rhetorical tactic, like any other. It gives the reader permission to believe you and buy from you because you bring data and science. Most readers won’t spend time verifying the numbers.
This isn’t bad if you aren’t lying and you sell a good product. It’s actually good.
Anyways, stats also bring specificity. Numbers alone concretize things, but if you can get “non-nice” numbers like that 6% stat, it adds credibility. 5%, 10%, 50%, etc. are less believable, if only a little.
2. The Email Structure
The email structure is as follows:
- Hero section
- Intro
- Belief-shift 1
- Belief-shift 2
- Belief-shift 3
- Segue
- First CTA
- Testimonial-filled PS
- Second CTA
- Discount reminder PPS
Now, some people might see a long email and give it a quick scroll & skim to see if they have time to read it…
So notice how the PS and PPS contain vital information for skimmers.
People in a rush might buy after hearing niche-celebrity testimonials. Others might just need a reminder they have a discount.
Either way, it’s clever from a structural perspective.
3. The Overall Strategy
This is in a Welcome Flow… and is yet another neat way to do front-end retention work.
You show why you’re the only brand whose products help customers make real progress toward their goals. You demonstrate expertise not by saying you’re an expert but by showing it.
You confidently assert that other brands are lying, then back it up with the facts. Customers who have been burned by other brands need to hear it this way because it meets them where they are.
You voice their concerns back to them, confirm their skepticism, bring the data, and make the competition look bad… and they’re all yours.
What to Do Next
- Get on my email list using the signup form below for more Email Breakdowns and other helpful marketing content.
- Share this with someone who might find it helpful (or entertaining).
- Reach out to me if you want help writing emails like this one.
- Check out Just Thrive for excellent probiotics and a range of other fantastic health and wellness supplements!