Let’s play a marketing game today:
In front of you are three cups of tea
FIRST CUP
This brand focuses on sustainable sourcing. But the color is muddy. There’s no aroma at all. The taste is a bit rough… and leaves a bitter aftertaste.
It costs $3 a cup.
SECOND CUP
This brand is a proud Made-In-America company. But the liquid is cloudy with a dull color. The smell is stale. The flavor is lacking. The aftertaste? Doesn’t exist.
It costs $4 a cup.
THIRD CUP
This brand imports all its tea. The liquid is transparent with a fresh yellow color. The smell is vibrant—full of fragrance. Each sip gives you a lively, bright palate with a soft and smooth finish.
It costs $3 a cup.
Which would you buy?
The answer is obvious.
Lesson:
Most companies are doing branding wrong.
Sustainability? Eco-friendly? Made in America?
Good values.
But no one cares about these values UNLESS…
The quality is good enough, and it’s just as affordable.
You should never lead with these arguments in your welcome sequence.
Instead:
~ SHOW people how good your product is
~ SHOW people how it can solve their problems
~ SHOW people why it’s smart to buy now
Then, sprinkle these values on the cake as the icing.
Cheering for you,
– WYH
PS – This is why “sustainability” and “eco-friendly” is never a real Unique Mechanism. It’s “how does that improve your quality” that matters
PPS – Want help writing emails that strengthen the right branding—the kind that generates sales, not just warm fuzzy feelings?
Schedule a call with me, and I’ll show you how