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“If It Still Looks Perfect, You’re Not Using It”

Making Scratches the New Status Symbol

Author

Javier García
November 18, 2025 • Estimated Reading Time: 6 minutes

In partnership with

Introduction

Welcome to another exciting week!

Table of Contents

Sponsored Section

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Billions of customers already use WhatsApp to reach businesses they trust. But here’s the gap: 65% still prefer voice for urgent issues, while 40% of calls go unanswered — costing $100–$200 in lost revenue each time. That’s trust and revenue walking out the door.

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Best Ad of the Week

Decathlon – “Built to Be Used” (2025 Global Campaign)

Decathlon’s “Built to Be Used” is a refreshing take on sports advertising. Instead of polished athletes or dramatic slow-motion shots, the ad shows real people using Decathlon gear in the messy, imperfect ways most of us do. A runner slips in mud. A kid scratches a brand-new bike. A hiker scuffs their boots on rocks. A volleyball lands squarely on someone’s face. The message appears at the end: “If it looks perfect, you’re not using it.”

Key marketing lessons
• Celebrate reality, not aspiration: Decathlon leans into the everyday chaos of sport, making the brand relatable and honest.
• Reposition durability as freedom: Scratches and wear aren’t flaws—they’re proof you’re living, exploring, moving.
• Avoid over-styling for authenticity: Natural lighting, handheld shots and real participants give the ad credibility that highly produced campaigns often lack.
• Product truth through imperfection: Instead of listing durability claims, Decathlon simply shows equipment surviving real use.
• A message that empowers beginners: By making “imperfect” the norm, the brand lowers the entry barrier for people intimidated by elite imagery.

If you want the next ad lesson to come from a fashion brand, a tech giant or a Spanish company, just tell me.

Sponsored Section

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Every checkout leak costs you. KeepCart shows exactly how coupon extensions quietly shrink your revenue — and how blocking them can recover hundreds per order. Your profit margin deserves a before-and-after moment.

Top brands like Bucketlisters and Quince have already seen the difference.

Weekly Tip

One Paragraph, One Idea

When paragraphs try to cover multiple points, your message becomes harder to absorb. Give each idea its own space.

• Break longer thoughts into separate, focused paragraphs
• Keep each one centred on a single point
• Let white space guide the reader through your logic

This structure makes your content clearer, smoother, and far easier to follow.

Weekly Challenge

Story CTA Test

This week, experiment with different calls to action in your Stories:

• Create three Stories on different days with three distinct CTAs: one asking for replies, one for poll votes, and one for link taps
• Keep each Story short and tied to your niche
• Compare interaction levels at the end of the week
• Use the winning CTA style more often in future Stories

Testing CTAs helps you understand exactly what moves your audience to act.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.

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