Digital and social media present opportunities for fresh produce brands to directly connect and engage with shoppers/end-consumers. That direct connection makes it vitally important for your brand to be speaking their language – in other words, delivering consumer-friendly speak that is welcoming, informative and, ideally, personalized. While crafting new web copy (or translating existing messaging into web or social copy) isn’t easy, it shouldn’t require a Rosetta Stone purchase either. Below are several keys to recognizing and crafting consumer-friendly copy for your website and other digital platforms.
- “Concise” Captures Attention & Interest – At a cocktail party, most people won’t unload three paragraphs-worth of small talk on you right off the bat (at least not at the beginning of the night). The same courtesy should be paid to your website visitors. On your homepage, introduce yourself with an interesting fact or two about what you do to entice visitors to scroll or click through the rest of your site. We think Love Beets does a great job of this on their website – and probably would be a lot of fun at a cocktail party, too!
- Make it About “Them, Them, Them” Not “Me, Me, Me” – “But what does that mean for ME?” -- Don’t leave your audiences asking this question. Better yet, let this question LEAD your development of new content so that your end product is less about “me, me, me” and more about clearly explaining how you provide solutions to “them, them, them”.
- Eliminate Jargon – Sure, processes, patented varieties and many multi-letter acronyms are all a part of fresh produce’s trade lingo. But that language rarely translates well to outside-the-industry audiences. Present your messages with as little jargon as possible to connect with the broadest audiences. If your sustainability story just can’t be told without 6+ syllable words, then save those for the expanded explanation on a secondary page. We love how Noosa Yogurt “consumerized” their story on their homepage.
- Score Points with Personalization – Greeting return visitors by name is a nice touch, but delivering content to audiences based on their personal preferences is even better (and absolutely possible with online marketing platforms like HubSpot).
Making a good first impression is key to repeat visits and good first impressions are hard to come by if your website copy isn’t tailored to your audience. So, if end-consumers are your audience, put yourself in their shoes and craft your content accordingly. You know what I’m sayin’?