February 02, 2016

Packaging and Copy and Storytelling


They share tips for small businesses ... but of course, many of the tips apply to your business as well.

They recently shared a tip about Frostbeard Studio. Stop everything you are doing right now, and go visit them on Etsy (click here).

Do you put as much energy into your packaging, copy, and storytelling as they do?

They are selling a soy candle ... heck, everybody sells candles. So, they take a different approach to their craft, don't they?

Packaging and Copy and Storytelling are Customer Acquisition Strategies, aren't they?

I know, I know, you are unique, you are different, you sell widgets and you tried clever packaging back in 1996 and you got product placement on Friends and sales didn't increase, so you strongly believe that this is yet another tactic that "doesn't work".

You can't have it both ways. You cannot grumble that it is hard to acquire customers in a "competitive landscape buffeted by headwinds" and then assert that you've tried everything and nothing works. Either you go all-in on math (co-ops, Google, Facebook, Retargeting, Programmatic) and you create a soulless experience, or you hire brand response marketers and give them the freedom to creatively solve problems. Since the soulless experience isn't getting anybody anywhere, why not try to creatively solve your problems?