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- The storytelling strategy that made Dollar Shave Club go viral overnight
The storytelling strategy that made Dollar Shave Club go viral overnight
$1 razors. $1B exit. 1 brilliant video.
Stephen Stanberry
May 8th, 2025
In partnership with
friend!
The first time I watched the Dollar Shave Club ad,
I laughed out loud.
Then I hit replay.
Twice.
It wasn’t just funny.
It was smart.
In under 2 minutes,
they sold the product, roasted the industry, and made you want to join the club.
The next day?
Their website crashed from traffic.
And a few years later, they exited for $1 billion.
All from a single piece of content.
Let’s break it down.
The founder: Michael Dubin.
Copywriter. Comedian. Marketing genius.
In 2012, he launched a subscription razor company… going up against giants like Gillette.
No big ad spend.
No celebrity endorsements.
Just one low-budget video and a killer story.
Here’s what they did right (and what you can steal):
→ 1. They made the story about you.
“You don’t need to overpay for razors.”
It was never “our razors are the best.”
It was “you’re getting ripped off, and we fixed it.”
That shift made you feel seen—and sold.
→ 2. They led with personality, not polish.
Dubin walked through a warehouse in one take.
No flash. Just wit, timing, and conviction.
In a sea of corporate fluff, this felt human.
That’s why it spread.
→ 3. They simplified the offer.
$1. Delivered. Done.
No confusion. No complexity.
The message was as sharp as the blades.
Here’s the truth:
You don’t need a big team to go big.
You just need a story that cuts.
→ Make it about your customer.
→ Infuse your voice.
→ Sharpen your offer until it’s undeniable.
Because the right story doesn’t just sell, it scales.
—
See you tomorrow…
Stephen
PS: Want help turning your story into something people share, buy from, and remember?
Reply “story” and I’ll send over my storytelling guide.
Or let’s work together 1-on-1 and build your brand story from scratch.
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