How An Author Can ‘Steal’ Dollar Shave Club’s Viral Secrets

If you haven’t heard of Dollar Shave Club, that’s ok. You are obviously not one of the 24 million people who watched their launch video that sent their business to a new planet. If you don’t know what I’m talking about check out their video

There are some real gold nuggets in this video which can be ‘stolen’ legally by you to send your author business into the stratosphere. The video has some great bonuses which you may or may not be able to replicate. The boss used comedy to engage with the audience. Comedy is a great ice breaker, relaxes people and usually gets them engaging with you.

But not everybody is a born comedian and that’s alright. Mike Dubin, the CEO of Dollar Shave Club, also had some mates in the video production game that allowed him to produce this video for a tenth of the price.

Sure the video has had 24 million plus views, but you don’t need that many to boost your author business. Here’s the tips from Dollar Shave Club you can use to make it big.


Video is extremely powerful. You can engage far more easily with your audience via via. HubSpot research tells us that:

  • 92% of video’s watched on a mobile device is shared
  • 80% of video watchers can recall at least one video they’ve watched in the past month.
  • 33% of online activity involves watching a video.

But if you hate doing videos because you think you have a head for radio, get somebody else to do one for you or jump over to and get a hand drawn animated video done.

Great Storytelling

Stories are great. If the narrative is captivating, audiences will get involved especially if it resonates with them. The more you show of yourself, the more your audience will trust you. And when people trust you, they buy from you.

Know Your Audience

Dollar Shave Club speaks directly to their audience; young men who are fed up the ‘closer shave’ approach. Who are your audience? If your audience is budget driven, they are happy to buy a book online for 99 cents or $2.99 and get an immediate download rather than going to a bookstore and paying $25 for a paperback. Target your message to your readers.

Content Is Funny

People like to laugh. People share laughs with others. That’s why the video above got shared so readily.

The Dollar Shave Club video launch experience can be replicated but should not be duplicated. Look at the tips above and incorporate them into your author business and you’ll build a strong author business






About the Author Greg Reed

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