“so first obviously copy marketing what what is you know uh brand identity was a big thing for me in the beginning um Association who we were trying to associate with uh those kind of things”

Lead with brand identity in emotional verticals

When customers are shipping their $10K horse or family dog, the cheapest provider doesn't win — the most trustworthy-looking one does. Invest heavily in copy, brand association, and visual identity before conversion optimization. Pick who you want to be associated with in the niche and let that shape every page, post, and review reply.