Well summer of 2015 is over…for good. It has been a memorable summer for a number of reasons. Now that I try to gather my thoughts and go through the summer photos, I came across this funny photo I shot in a village near Chalkida and my mind instantly traveled back to the relaxed time we had over there. However -and you can call this perversion- I just also thought that this is a great effort from a plain Farmer to communicate at the Point of Sale.
The sign reads in English:
For three reasons you should do your shopping:
- Because we use no pesticides → Here
- Because the stuff is fresh from the grove
- Because it’s cheap
The result is surprisingly good especially if you consider the educational level of the author… but can we do it better?
In order to see why this may seem to many as a pleasant surprise, let’s consider what the Farmer did correctly.
- He spoke directly to the Shopper
- He expressed himself in a simple and bold way
However, I am confident that most of you have identified that there are aspects in this communication that can be considerably enhanced.
The Farmer presented boldly the Reasons to Believe, however missed creating an emotional benefit for the Shopper. Despite being precise, concise and authoritative, he didn’t choose to highlight the single most important Shopper benefit. Lastly, I would add that he forgot to create a crave for his products.
Let me give it a try to get my point through:
Take good care of yourselves
Get here Your delicious organic stuff
Straight from the grove – No pesticides
How would you do this? Any ideas from the marketers?
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