“This carton contains some of the finest ice cream available anywhere,” begins the original copywriting on Ben & Jerry’s pints.
“We know because we’re the guys who make it. We start with lots of fresh Vermont cream and the finest flavorings available. We never use any fillers or artificial ingredients of any kind.”
It was the 1980s. European style was the flavor of the month. Häagen-Daz, the ice cream market leader.
“With our specially modified equipment, we stir less air into the ice cream creating a denser, richer, creamier product of uncompromisingly high quality. It costs more and it’s worth it.”
It costs more and it’s worth it.
Customers tell a story about your product. Is it the same one you tell?
Discount airlines tell a story. They highlight what you don’t get: free checked bags, snacks and drinks, and premium services. It’s not pilot quality, aircraft age, or mechanic training. It’s the little stuff. That’s why you save.
People tell a story about your business. Is it the one you want?
This is from a daily email I write with my friend Aaron.