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  • 7(ish)-JUN-2024 | Mailchimp’s Essay Ad in The New Yorker by Chris Parker

7(ish)-JUN-2024 | Mailchimp’s Essay Ad in The New Yorker by Chris Parker

Author

Dan Bogachek
June 08, 2024

We’ll do the first and last paragraph to get a sense of the arc.

So Your Name Doesn’t Make Sense Anymore

You’ve got a good problem. You started a business and chose a specific name which accurately reflected what you were doing. It made sense at the time. But then you started growing your business with Mailchimp. Now you’re doing way more things than you originally did. Let’s break down this quirky conundrum.

…

But we don’t just want you to keep growing. We want you to keep outgrowing. We want people to see your business name and wax poetic about your humble beginnings, then have a chuckle because they know much more you do now. Your business, and its comically constricting name, should be the subject of think pieces and listicles, and essays in the New Yorker.

So, your name doesn’t make sense anymore? Perfect.

Nice and short, written with “you.”
I’m getting a bit of this vibe:

They’re celebrating the reader while saying, “hey, we get it” and “look how far you’ve come because of us.”

I’m going to have to coin a term here. This is yet another example of positioning a brand as “feel-good adjacent.”

You glance at your watch.

It’s 6:28. You’ve been at it since 3.
Your hot date is at 7. Crap. Running late. Sink shower it is.
Nowhere close to done editing…

“…at least all the ideas are laid out, so there’s that. Did I miss anything? I don’t think so? Ok, but how do I make it flow? I need to get the final draft to Stacey for design asap, team cutoff is at noon Thursday…”

You’ve spent dinner completely distracted. Your date just took off. You go home exhausted, plod to your desk, and crack open the laptop.

Or… it could go like this:

5:41 — you’re out of the shower and lip-syncing.
6:17 — dressed to the nines and zenned out.
7:03 — the sunset glints off your aviators as you smile hello.
8:36 — it actually feels like you’re hitting it off. Not just hot, funny to boot.
Next morning, 10:27 — polished draft ready in your inbox.
10:31 — Stacey messages back, “thanks, looks good!”

The difference?

You had Copygloss handle it yesterday afternoon.

For help with editing, email Dan:
[email protected].