I spend a lot of time talking to clients about the importance of telling their marketing story (the Ultimate Marketing System dedicates a whole module to this subject). I love to hear the stories behind small businesses. Recently, I found a great example in the dairy section of my local grocery store.
As I was picking up some milk, I was suprised to see glass bottles on the shelf. I almost passed them by because the first thing I notices was the "no hormones used". I thought I would end up paying more money for something that I don't really care about. I did like this part of the packaging - "no one ever asks for a cold plastic of milk". I bought the milk and some Oreos (how else could I objectively test the milk?) and headed home.
The milk is delicious. There is also something very satisfying about the way the glass bottle feels in your hand. I am barely old enough to remember having milk delivered to the house by the milkman (in glass bottles), so I'm sure that was part of the connection.
The URL for the Shatto Milk Company was on the bottle (is you website address on your products?) so I went there to learn more. They do a wonderful job of telling their story, complete with pictures, on the History page and the About Us page. By sharing these stories, they allow us to really connect with them and feel like we know them.
They have a great product and do an excellent job of telling their story. As a result, I no longer go to the grocery store that is closest to my house, I go to the one that carries Shatto Milk. You can use this page to find a grocery store near you (another nice touch) that carries Shatto Milk.
