Trends: Brand Positioning Case Study

💼 The brand: Trends

💛 The empathy: Joining an online community can feel overwhelming and disorienting. By breaking it down into simple steps, it leaves no room for confusion.

☀️ The emotion: Overwhelemed >> Calm and clear

💡 The idea: Create a simple 4-step post-purchase landing page explaining all the major benefits of being a part of the Trends community.

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Trends is a private online community for entrepreneurs who want to discuss the latest trends and business opportunities. They offer a 7-day trial for $1.

Considering that their annual subscription price is $299 per year — it’s essential that they add empathy to their onboarding process.

After starting a free trial, the best-case scenario is that onboarding is crystal clear and I move into the emotions of curiosity and trust. Worst case scenario? I get confused and frustrated due to a lack of clarity.

Trends ensures I keep moving along the user journey and get acclimated by breaking things down into 4 simple steps. This provides immediate clarity on the value you get as a member.

Here's how they do it:

1. Short, engaging explainer video from Founder, Sam Parr, sharing the heartbeat of the community. (Feels personal and conversational)

2. An invite to the private community space (social proof numbers and your email is pre-filled with your email address)

3. A preview of their next LIVE event (with a recognizable personality)

4. A preview of the content accessible with your membership (clear, easy-to-understand titles)

Why is this empathetic? It's clear that the marketing team behind Trends put themselves in the shoes of a new member. Even though it’s just $1, I still paid them money and I’m expecting something. Trends realizes this and they don’t want to leave anything to chance.

What if I overlook their confirmation email? What if their email bounces? What if I just get busy and lose interest?

All of this is circumvented by simply breaking it all down and holding my hand through each step.

What does this look like for you and your business? What kind of ideas does it spark? We'd love to hear about it. Shoot me an email [email protected] and let us know.

And remember, you're just one idea away.

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