I want to share a tested example for yesterday’s email.
A lot of brands like to talk about ethical sourcing.
Sustainability.
Community.
Better for the planet.
etc
I get it.
It’s a good image for the brand.
But I’ve tested this across numerous products… with multiple campaigns… and here’s the dark secret:
Every time we test an ethical hook, it flops.
Most of your customers care very (very) little about ethical value.
No, they do not support child slaves in the cacao industry.
But at the same time…
They are still “approving” with their wallets.
(Mars is still one of the most profitable chocolate companies in the world)
I’m sorry.
Ethical value is one topic brands love to discuss because…
No one wants to admit they do not care. But in reality…
Customers don’t.
When it comes to consumer behavior…
Ethical sourcing is important ONLY when you can match the quality, price, convenience, and everything else.
Even then…
It is still a weak hook.
This is an excellent example of…
Take your emotion out of the decision. Stop talking about what YOU want to say because it makes YOU feel good.
Talk about what your prospects really want to hear.
Talk soon,
– WYH
PS – The sad thing is…
Unethical sourcing will always give you lower costs. This means…
It is difficult to match quality and price when you want to support these values. So, you must find a different hook to help you “stand out.”
Don’t know how?