🍀 Copy That Has Soul

ON THIS EPISODE OF GO-TO-MILLIONS

Today we’re going to talk about the best brand story I’ve read in my life. 

But 1st, a picture of my sister’s groceries. 

^ Gorgeous, right? Available in New York via Farm to People. I didn’t know what that was and didn’t prompt my sister for any of this. She was just so proud of her lot and I loved that for her. I also am jealous and wish I lived in New York for the millionth time @Daniel. 

I bring this all up because my sister, again – unprompted, told me she compared 3 different brands and played a game with my dad to see if they’d pick the same brand based on the bios listed for the 3 competing dairy products she was considering.

I think my family has too much time on their hands but it’s actually a game worth playing. 

Let’s play. 

Read the product description  + farmer bio (called Producer) and come back to me with your pick of which 1 you’d buy.

Option 1

Option 2

Option 3

There’s an obvious winner if you ask me. I picked the same 1 that my sister picked. The same 1 that my dad picked. The copy is tremendous on the winner.

And, the copy on the other options (the losers) isn’t even bad!! 

The bio is where things go crazy for the winner. And, I think there’s a lesson here. That, honestly, good copy isn’t good enough. That your competitor can spend just a bit more time and a bit more care and win every time. 

Not every customer will read the bio, sure. But this is a customer that cares about source. So, here, yes – there’s an outsized reward for extra attention and beautiful copy.

I think we can all make our own outsized rewards by writing copy that has soul.

Also, now that we’re far enough down, the winner in my family was Option 2. I’ll attach a screenshot at the end of this for proof and the line that took me out.