A-1 Steak Sauce allegedly changed a minor line of copy on their labels and grew their sales significantly.
What did A-1 change? They put “Refrigerate After Opening” on the label.
Why did that grow sales? Because for every one time people open their pantry, they open their refrigerator eight times. As a result, they were in front of hungry consumers eight times more frequently than before they changed the label.
It’s a great example of how paying attention to small details can sometimes make big changes in your marketing program.
Don’t try to change behavior. Preach to the converted. It’s easier to sell worms to a fisherman than it is to sell aspirin to a fisherman.
Study your sales data. All the qualitative and quantitative research in the world won’t teach you as much as sales data.
There are only four reasons people don’t buy your product. The four reasons are: I don’t need this, I don’t have time for this, I don’t have money for this or I don’t trust you. That’s all. Just four reasons.
The subject of any good campaign isn’t the product or service. The subject is you, the consumer. Anyone who ignores this maxim is doomed.
People buy from faces more readily than they buy from corporations. Just ask Martha Stewart. Or Betty Crocker. Or Aunt Jemima.
Write copy as though you’re writing to one person. It changes the tone from one of selling to one of friendship.
Think backwards. Get inside the mind of your consumer. What’s their pain point? What problem is your product actually solving?
It takes hard writing to make easy reading. First said by Robert Louis Stevenson. I wish I had more time to craft my blog posts and emails. I don’t. So please forgive me, Mr. Stevenson.”
Written by the 60 Second Marketer