6 simple secrets of powerful, unforgettable vegan marketing communication.
✔️Don’t just Tell. STORYtell.
E.g. Telling is: McDonald’s putting up a standard notice “Temporary unavailability of tomatoes”.
Storytelling is: Burger King making an engaging poster “Even tomatoes need a vacation”. Read this super interesting case study.
✔️Don’t just talk. Narrate.
E.g. Talking is: “I baked the potatoes and made chips.”
Narrating is: “I went to the local farmer’s market, handpicked the best baby potatoes, rode my bicycle through the early morning mist. Reached home and gently washed and peeled the potatoes. Let them bake in the nice warm air fryer……”
✔️Don’t just communicate. Entertain
The best way to explain this difference is by showing you how CD Baby magically transformed its plain vanilla transaction email to one that’s being spoken about even now, 25 years later!! It was one of the rare transactional emails that evoked emotions, not only conveyed billing and delivery details.
✔️Don’t just list down product features and benefits but build up to a climax
The Whole Truth never gives out a simple list of ingredients. They combine all of the points mentioned above, build up excitement through their packaging and story building and voila! Become unforgettable. I have repeatedly sang their praises on Instagram and Linkedin because I truly LOVE their marketing communication.
✔️Don’t just give an answer. Make a revelation or reveal a mystery
No one explains this better than the viral Apple advertisement sharing its environmental impact.
✔️Don’t just find out your Unique Selling Proposition (USP) but also find out the Universal Sore Point (USP 2.0)
I explain why in my guest post about USP 2.0 in ET Brand Equity 😄
Question to think about : 💡
Do all pieces of communication need to be unforgettable? What if we created a couple of chartbuster pieces and let rest be regular?
Should you want to talk, I am just an email away. You know that, right?