Introduction:
I will start to feature guest blog posts and am thrilled to kick it off with one written by my good friend and fellow copywriter, Aimee Kunau.
Aimee is a very talented direct response copywriter. She was my second copywriting connection (my first copywriting connection, a mentor, introduced us) and we became fast friends.
The post below was originally a Facebook update, but I thought it was so good that I asked permission to post it on this blog. Aimee graciously said yes.
Many businesses still wonder if content marketing will make a difference for them. The answer is, of course it will. It all depends on how you use it.
But really… if it can be used for an egg company, why not you?
Go for it!
~ Mary Rose
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Thinking Outside the Egg: A Content Marketing Fable
So I got this idea while strolling through the somewhat over-priced aisles of my local Albertson’s. We are expecting snow tonight, so I thought I’d better stock up on some needed essentials. Some of those “essentials” included wine and ice cream, but I digress…
Anyway, I sauntered past the egg stand, and lo and behold, there are a sundry mix of eggs cracking with anticipation at the thought of making it into my shopping cart. Just yolking…
So as I am perusing my egg-xtraordinary choices, I notice a particularly eye-catching dozen from “Vital Farms.” It has a homegrown artwork kind of feel to it, which enhances its already positive appeal of being pasture-raised (goes way beyond cage free), organic, and certified humane.
A surprise inside…
As I open the carton to inspect the eggs, I notice a pocket-sized insert called, “Vital Times.” It includes a cute cover story of why their hens are happier in a warmer clime, a yummy egg-centric (believe it or not, that wasn’t a pun) recipe, fun cartoon, and even a “Bird of the Month.”
Being the marketing/copywriting nerd that I am, I’m awestruck by the simple genius of how Vital Farms uses content marketing in a rather unorthodox way to reach their customers.
Vital Farms doesn’t sell cheap eggs. They sell pricey eggs that people feel better about buying. With all the horrific stories of factory egg farming and animal abuse that’s come to light in recent years, compassionate consumers are willing to pay more to ensure the eggs they eat come from chickens that are well cared for and kindly treated.
Vital Farms isn’t just selling eggs.
They are selling their customers a feeling of doing good and practicing compassion with their food choices.
Products aren’t just a laundry list of features and benefits. Products also provide a certain endorphin rush that can far beyond the basic function or purpose.
Vital Farms isn’t just growing its customer base with better-tasting, better for you eggs. They have created in themselves an ambassador for superior animal husbandry practices and spread that message with a three by three miniature newsletter that despite its diminutive size, will never go unnoticed.
If more businesses could “think outside the egg,” more people would willingly pay more for their service because of how it makes them feel.
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