How a single landing page captured over 1,000,000 emails for this edgy media startup.
Sam Parr got his start selling hot dogs on the streets of Nashville, Tennessee where his sales pitch was simple and perhaps a bit bothersome…
“Weiner’s as big as a baby’s arm”.
(The last thing I want to think about whilst devouring a beef frank is a baby’s arm but that’s neither here nor there).
After realizing his dreams were a bit bigger than selling street food (not that there is a damn thing wrong with selling street food), Parr packed his bags and got the hell out of Music City traveling where every man travels when he’s chasing down his dreams…
In San Francisco, Parr started and sold a start-up and worked for a couple other and while he experienced some modest success, his big break came when he started The Hustle — one of the fastest (if not the fastest) growing media companies in the United States.
Like the slogan of his hot dog stand, his idea was fairly simple…
Instead of giving business and technology news via a clunky physical newspaper that requires printing and delivery, why not send it digitally, directly to people’s email inboxes?
Thus, The Hustle was born.
Today, Sam Parr isn’t known as a hotdog vendor but instead a business mogul pioneering the new age of media.
It turned out whatever hunch he had in starting The Hustle was spot on. To date, well over a million people have coughed up their emails to get his daily newsletter delivered right to their inboxes.
While paid advertising and a ridiculously badass referral program played no small part in its rapid growth, their landing page was awfully damn good, too.
In fact, it’s one of the best I’ve ever seen.
And, that’s saying something considering I write landing pages for a living.
Let’s take a look.
While The Hustle recently changed their landing page and I imagine broke many writer’s hearts process, once upon a time it looked something like this…
For one, it was simple. So simple that it stood out in a sea of wonky complicated email opt-in pages that popped with color and obnoxious graphics.
For two, the copy was casual, clever and edgy… three words one would never think to utter anywhere within arm’s reach of a newspaper.
The copy read as follows…
“Your smart, good looking friend that sends you an email each morning with all the tech and business news you need to know for the day.”
But, that’s not all.
Once the visitor got through that bit, just above the email opt-in box they were hit with another piece of copy a bit more edgy than the previous…
“Sign up today and climb aboard our growing pirate ship.”
Like me, countless people (and when I say countless I do mean a million), gave their email address to this landing page.
And, while I don’t want to assume (you know what they say about assuming)… I’d guess this damn thing took an afternoon to write.
This stunning landing page by The Hustle is proof that you don’t need to give away some ridiculous poorly-written ebook in exchange for an email address.
If you’re witty, genuine and perhaps a bit edgy… folks will just give it to you without you asking.
Reread that above landing page, I don’t think anywhere The Hustle even asks us to do anything.
Perhaps, that’s the take-aways here…
Tell don’t ask.
But, I digress.
By Cole Schafer.