If you have a brand, honesty is your hallmark. But the question is:
How honest can you be?
If you’re selling candies for kids, can you brand your product as ‘packaged sugar’? An obvious no.
Are you going to change your product’s ingredients? If yes, go for it. Make yourself proud when kids get your product over another.
If not?
This is a tough one. In this case, you have to focus on the sunny side of the egg even if it’s burnt and sticking to the pan. You know what’s best about your product? That’s your rainbow 🌈 right there.
Let’s break down a Hershey’s bar for your example.
List out:
- emotions (wrapped by hand)
- social proof (Est. 1907 - shows you’re established)
- flavors (available in orange, coconut and hazelnut assortments)
- shapes (Hershey’s Kisses - a prime example)
- affordable prices ($1.99 a bar)
- differentiators (gluten-free cookies)
TLDR:
Do Hershey’s products have sugar? Yes. Do they focus their marketing on it? No!
A good idea is to include pictures which buyers can’t say no to easily. Without pictures, copy alone doesn’t do justice to your brand. No skimping on visuals.
Don’t let someone give you a label.
Not even your customers.
It’s like you doing all the hard work on a golf match. You’re hitting birdies and eagles, but when you hit a bogey, they boo you. While they are watching you on a TV screen with a bucket full of popcorn.
Having said that, never say no to constructive feedback. Pinches your heart a little, but when you fix the issues — There are less rainy days.
