Three analyses of the Monthly Mug concept, each through a different lens. Working drafts — nothing here is decided.
Re-run against the decided price and the built page. The anchor isn't anchoring, and the Ugly Mug Clause is uncapped — which costs real money now that there's a price.
Read v2 → Superseded: v1, the concept-stage critique Blair Enns · Pricing CreativityThe to-do list specifies cost-plus pricing. Reverses the chain, proposes a three-option structure, and argues gifts should cost more, not less.
Read → Eugene Schwartz · Breakthrough AdvertisingAwareness and sophistication analysis, the full long-form copy, and notes on which technique is doing what. The source for the live page.
Read → Live draftThe Schwartz copy, built. Illustrations, the mug catalog, and a randomiser that demonstrates the premise.
Open →Markdown originals: offer-critique-v2.md · offer-critique.md · pricing-suggestions.md · sales-page-longform.md