The power of saying who you're not for
Greg Koch and his partner, Steve Wagner, started Stone Brewing in 1996. After a few years of experimenting with home brews, they finally opened a brewery.

But they had to solve a BIG marketing problem. Most Americans had never heard of craft beer, much less tasted it. Even worse, most people who tried Stone's hoppy, high-alcohol beers, hated it. It was too intense for them.

Koch and Wagner knew they were in trouble. They knew they were going to have a hard time winning customers. But they didn't quit. And they were brave. Because instead of downplaying the public's early reaction to their beer, they wore it as a badge of honor.

So they named one of their first brews Arrogant Bastard Ale. And proudly stated on the beer's label: This is an aggressive beer. You probably won't like it.

And then magic happened. They started earning a cult-like following for their strong, bitter Southern California beers. Today, Stone Brewing is one of the largest craft breweries in the U.S, employing more than 1,100 people.

And this is the power of saying who you're not for.

P.S. This piece was originally posted in my Nishi weekly newsletter where I share colorful thoughts on copywriting + loads of helpful resources and interesting stories. Subscribe to my newsletter here.
Who is this guy anyway?

Miguel Ferreira and his out of the ordinary Web Copywriting Agency, Teardwn, are obsessed with one thing only. To help Indie Startups & Small Businesses find their voice and use copywriting as their legal unfair competitive advantage to GROW & COMPETE with the Big Guys.

Nice things his clients have said…

"Miguel was the key for us to level-up our marketing. Previously we had only been iterating on our same tired messaging. I was impressed with how little work it took on our part to get a comprehensive review from Miguel. Then, making the changes was as simple as copy-and-pasting, and we saw a categorical improvement we would have never got to with our A/B testing. I've since then recommended Miguel to many of my similarly-minded friends who tend to focus on the mechanics of a feature rather than the emotionally resonant messaging that actually sells it!"

— Maia Bittner, Co-Founder of Pinch

"Miguel (Teardwn) provided copywriting for our marketing landing page. This was instrumental in setting the tone and path forward for all marketing materials, communication, and branding. Prior to this, we had struggled and never came up with something consistent. Miguel provided clarity within a couple of weeks. He was easy to work with, fast, and collaborative. I am looking forward to working with Teardwn again and again!"

— Mimi Chan, Founder & CEO of Littlefund

"Creating a brand from scratch was incredibly overwhelming for us. We knew we needed help with copywriting, but we were afraid that someone from the outside might not 'get us'. However, Miguel was incredibly quick in understanding our tone of voice, our jokes and what we wanted to communicate. Resulting in a webpage that is simple but still funky!"

— Leticia Horvath, Co-Founder of The Green Conspiracy

Working with me = copy that stands out = (more time to run your business + back to making more cha-ching). Say hi: miguel@teardwn.com
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