a single source, nothing corroborates it
Put the story in the box with the product
Opening the parcel is the one moment a customer is guaranteed to be paying attention, and it usually gets spent on a packing slip. Print how the method was arrived at, including the version that failed, name whoever packed it, and let the founder show up as a person rather than as a logo.
The method
- 01
Make it personal on the packaging: a founder's name, a family photo, and who packed the order.
- 02
Print your process on the packaging itself so affinity starts the moment the box is opened.
- 03
Put a card in the box that tells how you arrived at your method, including the version that did not work.
What it returned
San Juan Island Sea Salt's card describes boiling seawater on their parents' stoves and burning huge amounts of electricity before switching to solar evaporation in greenhouses
Sources
- Tell storiesNathan Barry · nathanbarry.com · 2021-01-26
the second source
Three plays a week, for the phase you are in
No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.
More in copy
- Keep the personality that drives some people off7 unconnected
- Interview buyers and write the page in their sentences6 unconnected
- Re-aim one durable claim at today's worry5 unconnected
- Answer the predictable objection with a specific4 unconnected
- Say the thing only you could have said4 unconnected
- Tighten the headline until only your segment fits4 unconnected