The story GoPro didn't tell you

Sep 29, 2020 4:06 pm


Hello Content Creators!

GoPro just launched their new HERO9 action camera, and it looks amazing.

It's an annual thing, much like iPhones, where the latest version comes out in the fall, besting its predecessor with upgraded features and tech.

But this year, there was something different about it.

Something they didn't tell you.


It comes in a reusable travel case!

No more hard plastic jewel case. While those looked great on the retail floor, they were mostly un-recyclable. But these new cases are actually functional and add value to the purchase!

I get it. It's easy to get caught up it the tech specs, glitz and glamour.

But this (plastic-free packaging, y'all!) is a major improvement in its own right. Something that really jumped out at me as soon as I pulled it out of the box. I'm as stoked about this as I am any of the tech features.

The point? Maybe you should make room for all the good news and features somewhere in your product story.

Or, maybe don't.

To be fair, there is a (one, single) line buried in the press release that mentions this. But that's about it. There's nothing about it on the product splash page or tech specs list. Nothing in the sizzle reel promo video.

But maybe this was intentional. Maybe, they wanted us to be surprised and delighted when we got our camera in the mail. I sure was. So much so that I'm sharing my joy with millions* of subscribers.

*slight exaggeration, but share this with a friend and we'll get there!

So, maybe, you should save a little something just for your customers.

After all, none of us are gonna drop $450 on a new action camera because it comes with a free case. But when I pull it out of my pack, you can bet that case is something I'll talk about. And that, my friends, is very powerful word of mouth marketing (aka "customer generated content").

What features are important enough to communicate? And what do you want to save to create word of mouth once someone actually gets your product?

A recent content project


Recently, we prepped a story for Bikerumor about a new product that solves a very common yet little understood problem: Pedal Kickback.

The story quickly become more about explaining what pedal kickback was, why it happened, and what designs and components can exacerbate it. We decided it was best to break that out into an "explainer" article.

Which was perfect for our AASQ (Ask A Stupid Question) series. This is normally where we take reader questions and get them answered by brand and industry experts. In this case, we answered it ourselves. And I decided to make a video showing how and why pedal kickback happens.

How to use this for your brand:

Sometimes, it's best to create separate content that explains the problems or issues your product or service solves.

Use this as standalone "explainer" content to drive readers to your blog or website. Make a video to gain views on YouTube. These have immense SEO value, especially when properly written and formatted, with images, lists and other Google-friendly features.

Then, you can keep your product page focused on the product and not overwhelm people with too much information. Link to the explainer article. And link to your product page from within the explainer post. Internal linking is your friend.

You can also look to the media to help you create this content. Maybe it features your experts, your products, and your tech to explain a universal concept, but with the added benefit of media's reach and authority to improve your brand awareness and credibility.

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Cool Stuff I've Found


This week, it's all about repurposing...

Handup Gloves - I used to be all about padding on my mountain bike gloves. Handup's minimalist gloves changed that, and convinced me to size down so there's less extra fabric bunching and slipping across the palm. I've found that these also work great for parkour runs around town, protecting my hands from concrete and crud without restricting the tactile feel necessary for precise movements. They're cheap, come in a million colors & designs, and have fun messages when you pair the palms together.

Tool Wraps - Most hydration packs from Camelbak (bottom middle) and Osprey (top middle) include tool wraps, which I've found to be massively useful for everything from charging cables to LAV mics to toiletries. The individual zippered mesh pockets keep things organized yet visible. I also love the larger ones from Mission Workshop (not shown) for keeping my myriad GoPro accessories and mounts collected. These make it super easy to keep things grouped and easy to grab for travel...only bring the collections needed.

Blackburn - Bike tools are great, but they're usually only useful for bike repairs. The Blackburn Wayside is just $35 and includes a great set of allen wrenches that you can remove from the tool to use like a normal set, plus a serrated blade. It's a great road trip tool as it'll fix bike problems and many other pieces of gear...and slice meat and cheese.

Surprise and delight,


Tyler Benedict

PS - Yep, I'm a little behind on sending these out, so you'll get two this week, then we're back on the normal Thursday schedule.

PPS - Like this? Before you go, can you forward this to a friend that might like it? Thanks!

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Any items, services, or products mentioned in these emails are provided solely because I think you'll like them. I don't sell this space, but some links might be affiliate links, which earns me a small commission (beer money, really) if you buy something. This helps support all the free content. Thanks!