This month we’re learning lessons from the back of a bakery bag:
'Everyone deserves a treat! All our delicious treats are designed with you in mind. Our unique recipes combine quality ingredients and baking expertise to bring you something we’re sure you’ll enjoy. So why deny yourself?’
I know, I know - I can’t even switch my wordnerdery brain off when I’m just picking up a pastry! I need to get a life. But as I walked away from the service station where I’d stopped to hastily pick up some breakfast, I couldn’t help but notice their poorly-worded packaging. So what can we learn from my pit stop?
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Your tone has to fit your brand 👌Language like ‘deserves a treat’ and ‘why deny yourself’ is often used with luxury products. So it feels over the top and out of place on a pastry from a petrol station! You need to know who you are as a business (and who you’re not) and make sure your language reflects that.
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Don’t force a connection 🤝‘Designed with you in mind’ simply can’t be true. They don’t know me, so they can’t possibly have been thinking about my particular tastes and preferences when they baked the croissant. Instead of building a connection with me, it actually distances me by sounding fake and forced.
- Be confident about the right things 🙌I’m all for believing in your business and writing confidently, but I think they take it too far. ‘We’re sure you’ll enjoy it’ just seems like they’re telling me how to feel about their product. It’s one thing to be sure of your own skills, or the quality of your product - but you can’t be sure of how people will react. Don't let your confidence tip over into being arrogant or making assumptions.
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