You’re strolling hand-in-hand with your love at the evening on the seawall in Vancouver.
Two men strike up a conversation with you whose basic gist is: “you’re going to die someday.”
How would you react?
Their main product is a small, bronze pendant reminiscent of a wax seal to be worn as a reminder of this very fact: you will die someday.
Now they are not morbid, depressing people. Rather, they are providing this reminder, so that we don’t coast through life half-living, but embrace it with both hands!
They want to light a fire under us to embrace life to the full, so that at the end we won’t discover we’ve lived a half-life, but one that lit up the world around us.
It’s a message that we could all benefit from pondering, but it’s not one that you’d think would make for a successful launch is it?
However, it’s a lesson to us all: don’t underestimate the power of a unique, very specific product with a clear message.
It will turn some away for sure, but it can have massive buy-in from those whom it doesn't repel.
How did they do it specifically? You’ll have to wait till tomorrow for part two, where we’ll learn from their in-person, audience-building tactics, and see how they managed to finish their campaign at over 5x their $7k goal!