Further, they define what they do, who they do it for, and further down, why they do what they do. Your Why, the reason you do what you do, is essential. As Simon Sinek says, “People don’t buy what you do; they buy why you do it.”

Without their Why, Harry’s are another “me-too” online retailer looking to making a fast buck from a lucrative industry. But with it, they’re a voice for the everyman, a cause worth getting behind (more on that in a moment).

What’s interesting is, if you look hard enough, you realize Harry’s brand themselves as, what copywriter Dan Kennedy calls, “a welcomed prophet.”

Put it this way: people know razor blades are expensive. They always have. And they always will. Yet few companies rose to the occasion and explicitly referenced it in their marketing.

Harry’s know that good marketing comes from confirming and reinforcing what your ideal buyer already believes.

Unsurprisingly, it’s a archetype that resonates with their audience on an emotional level. So much so, that Harry’s have been able to get 324 backlinks to their about page alone: