I don’t have a strong allegiance to any one yogurt brand. I enjoy yogurt and eat it fairly often, but I usually bounce between brands. Recently, though, Stonyfield Farm had a unique opportunity to convert me into a full-time customer.
Right there on the lid was this note:
“Profits for the Planet — You can’t have healthy food or healthy people without a healthy planet. That’s why we give 10% of our profits to efforts that help protect and restore the Earth.”
Wow, what great messaging! It was right there, front-and-center on the top of my yogurt. There was no way I could miss it.
But they missed a real opportunity. I’d like to know more about what they’re doing to help protect and restore the planet. Why not have a link to the website? Alas, it was a dead-end message.
How much more powerful might this have been had Stonyfield Farm considered the tops of their yogurt container to be a driving point. What if they included a call to action to visit their website to find out what they’re doing to protect the Earth?
If I weren’t in marketer-Holly mode, I’d have likely never thought to go to Stonyfield Farm’s website, but there’s lots of great stuff there that could engage consumer-Holly.
Are you missing opportunities to drive customers to your website?
[Editor's note: Join "copywriter-Holly" at our Persuasive Online Copywriting seminar on March 28th in San Francisco.]