Conterintuitive Copy – Why this company reveals how to make their product on your own

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There I am innocently perusing Facebook and then…  woah! Good copy alert.

Yes, I’m a nerd, buuuuuut… Check it:

So I did what completely normal people do (right?)… and broke this down quick by asking 4 questions:

  • What are they saying?
  • Who are they speaking to?
  • What is the voice?
  • Does it work?

1. Why are they saying?

The message is pretty clear — these bars are so simple that anyone could make them.

Things they didn’t say out loud (because they didn’t have to):

  • All-natural
  • No chemicals/preservatives/weird stuff
  • Made with only two ingredients
  • Healthy
  • Tastes good

My favorite part is that this is so counter-intuitive… why would they tell people how to make their product? That can be answered by looking closely at their market.

2. Who are they speaking to?

Larabar’s market is mainly the “crunchy mom” — the mom who wants to live a healthy lifestyle and give her kids wholesome, gmo-free, real foods.

How can we tell that’s who this ad is speaking to? First off, the main image is of a food processor.

These are the type of moms that made their own babyfood… or, even more relevant — moms who pinned babyfood recipes with the intent of making their own babyfood. See the distinction there and why the second group would be so receptive to this ad?

Larabar says implicitly: “This bar is as healthy as if you made it yourself… but you can buy it at a gas station.” And more subtly, “You can have the dream life of your Pinterest board within your real life that does not include sourcing organic dates nor finally opening your $399 Cuisinart gathering dust in your cabinet.”

3. What is the voice?

This one is a little tricky in such a short video but we have a few clues. Using cadence, tone, and vocabulary, we can analyze any voice.

First, we have the person speaking. It’s a woman mid-20’s to mid-30’s. She has a gentle tone. She’s speaking like she’s giving a little life hack or secret tip to a friend.

Her vocabulary is basic. She even makes grammar mistakes like “DIY your own” (Do It Yourself Your Own?)

Her cadence is slow. And she sounds very reassuring.

We can verify this with how the account communicates with commenters:

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You almost “hear” the voice in the video writing the comments below — which is key to having a recognizable voice. It should permeate all of your communications with the customer.

4. Does it work?

So everything above is nice, but we always need to ask… does this approach work for this market?

This video is done in the same style as the “Tasty” videos that have recently taken Facebook by storm. This is intentional. Just like how they use Pinterest, this market loves to save projects for the day on the horizon when they become “that mom.” (I know, because I’m in this market).

Check out the FB comments above. The people in their market are responding. They are engaged. They are enthusiastic.

Which is exactly what happens when you have a product people love with a voice they recognize and relate to.

BTW, Saddleback bags did a version of this approach with their own twist and voice… which makes me wonder. How could we use this approach in our copy?

Let me know your thoughts. Does this work? How could you make it work as a copywriter, or fitness coach, or _____?

Leave a comment below and let me know.

 

This is Abbey’s first article on Copy Chief. To get a free digital download of her new book on finding, honing, and making the most of your unique writing voice, head over to her site.

 

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Abbey Woodcock
Abbey Woodcock
Abbey Woodcock has been a direct response copywriter since 7th grade when she wrote a 30-page sales letter asking her crush to the dance. Since then, she's converted better... writing sales pages and emails you've probably read from some of the biggest names online. She's also a chainsaw instructor and mom to 2 awesome kiddos in Upstate NY. You can find her at onlifeandwriting.com.
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