Why “Different” Is Overrated (And What to Do Instead)

Hey it’s Max from The Inbox Newsletter.

Everyone wants the shiny tactic. AI stuff… TikTok… blah blah “Blue oceans.”

But when you look at the 8–9 figure stores they usually win by just being exceptional at 2-3 things.

That’s it. Not because those channels are unique, but because they execute better than anyone else.

Key Takeaways:

• You don’t need a new marketing gimmick, you need to be better at the fundamentals.

• Most brands are mediocre as hell. Outperforming them doesn’t take innovation, just excellence.

• Mastery of email + Meta ads alone can scale you into 8-figures and beyond.

• Chasing trends spreads your focus thin and kills execution quality.

• In ecommerce, doing the basics better than everyone else is a strategy in itself.

The Myth of “Being Different”

In ecommerce, there's this obsession with being the first to discover the next hot channel or tactic.

But you don’t need to be different to win!

You just need to be better than the competition.

No need to reinvent the wheel in a world full of mediocrity.

We’ve seen stores that never touched TikTok. Never chased AI. Never rolled out a fancy funnel. Just dialed Meta ads and email. And yet, they scale past $10M+ per year.

That’s not by accident, I promise.

That’s because they focused on being exceptionally better than everyone else while everyone else got distracted.

Saturated Doesn’t Mean “Bad”

I started Well Copy offering email marketing, one of the most saturated services on the planet.

People told me to pivot. “Start a UGC agency,” they said. “Build a SaaS,” they said.

Instead, I doubled down on being exceptional at email.

While others jumped trends, I got sharper. I stalked competitors, I reverse-engineered what the best brands were doing to replicate in my clients’ marketing, I worked with mentors, I studied every top-performing ecommerce email flow in Klaviyo, etc

Now? We’re one of the biggest email and SMS agencies in the world.

We do not do anything special… we don’t have some crazy AI optimization system or anything like that.

It’s because we’re better than everyone else.

Why This Works for Ecommerce Stores Too

Look, I know you see 20 new “growth hacks” a week.

But I’ve never seen a store achieve real scale CONSISTENTLY just off growth hacks.

The stores that scale don’t do all the growth channels.

They pick 1–3 core channels and obsess over executing them better than everyone else in their niche.

And if you’re wondering what those channels should be?

Start with Meta and email/sms.

Meta brings the traffic. Email/sms converts and retains it.

Together, they become your money machine.

Yes, they are the most saturated channels you can use.

But have you ever thought that they may be saturated for a reason?

They’re saturated because they work!

But only if you do them better than the competition.

Too many brands build mediocre pop-ups, send weak campaigns, and have broken automations. If you fixed just that, you'd probably make a meaninful impact on making your funnel a lot more profitable.

The Truth About Competition

Everyone says email is “too competitive.” Or Meta ads are “too expensive.”

What they don’t say is that most brands suck at execution.

They don’t test enough. They don’t segment. Their flows are outdated. Their campaigns are inconsistent. Their copywriting is bland.

Being better isn’t hard in a world full of mediocrity!!!.

It just takes focus, repetition, and time.

Final Reminder

Forget trying to be different. It’s a trap.

Pick the proven strategies. Execute them better than everyone else. Stay in the game longer.

That’s how you win in ecom.

And if you want the best possible email/sms execution, work with my team that has generated $200M+ in revenue for clients. Book a call here.

Email Inspiration Of The Day

Brand:
Fantastic Fungi

Email Design:
https://drive.google.com/file/d/1e9Dmv1XBrLVjQQSw54vVJjFl-fCR5pHz/view?usp=sharing

Notes:
I just really like how this email looks. The copy in the middle is great, the top image transitioning to green is clean, and the imagery is fire.

Template of The Day

If you want access to a bank of 134 mix and match templates like this equating to over 5,000+ possible email designs, click here » 

Reply to this email if you have any questions or further content you want covered.

Cheers,

Max | Well Copy Email & SMS Marketing

PS - If you run a 7-9 figure ecommerce brand and you want to have a free email strategy consultation, book a call here » 

PPS - I have a few different products you can buy. If you purchase any one of these products you get access to my private community of 1500+ members with daily posts from me, access to me for support 24/7, and private calls.

• Ecommerce Email Mastery: A 60 lesson course breaking down everything you need to know about ecommerce email marketing in the most concise and organized manner. learn more »

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