Let's look at what small local businesses and online entrepreneurs can learn from these Warby Parker-style brands.

Adweek published a terrific overview this week that pulls four big ideas that all marketers can apply. It's worth reading the full article, but I wanted to focus on my favorite one here: "They believe the brand is bigger than the product."

This week HBR published an article on how consumers choose to buy products online. Ecommerce is a different ballgame from brick and mortar business for a few big reasons. One of them is that way fewer shoppers convert to purchasers online than in stores. And it makes sense.

When you write copy for your website, who are you really talking about? If you’re just talking about:

– Your business

– What services/products you sell

– Your team

– Your history

– Your values

…then you’re missing the most important piece – your customer.