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Newsletter #984: The “Tell Them Why” Issue

[Welcome back to the Damn, I Wish I’d Thought of That! newsletter. This is text of the great issue all of our email subscribers just received. Sign yourself up using the handy form on the right.]

You can have all of the fantastic features you want, but if your customers don’t know why they’re fantastic, those features mean nothing. You have to give them the “why.” You have to say “because…”

Here are three ways to do it:

1. Explain your behind-the-scenes process
2. Share a little-known fact
3. Make an effort to be transparent
4. Check it out: Feed fish from your computer

1. Explain your behind-the-scenes process

Maker's Mark rollermill.

Photo thanks to Maker’s Mark.

Maker’s Mark claims to be “purposefully inefficient” with how they make bourbon. For example, they use a roller mill to break up their grains instead of the modern hammer mill most distilleries use. It’s slower, but it doesn’t scorch the grains like the hammer mill. That’s a tiny detail that would probably go unnoticed if Maker’s Mark didn’t point it out in their email newsletter to their Ambassadors.

The lesson: To most people, the difference between hammer-milled and roller-milled grains means nothing. But Maker’s Mark helped their fans look smart by telling them why they make their bourbon the way they do.

Learn more: Maker’s Mark

2. Share a little-known fact

“No rails to damage your tires.” That was the headline on one car wash’s sign that made them different from the three other car washes on the same street. Did you know that car wash guiderails could damage your tires? Probably not. But it’s that one simple sentence that tells everyone why that business is different.

The lesson: Before this car wash put their selling point on their sign, they probably got a lot of questions like “Where are the guiderails?” Are you listening for these opportunities to explain what small details make you better?

3. Make an effort to be transparent

Coconut oil process

Photo thanks to Harmless Harvest.

When a coconut spoils, it can take on a pink hue. So when Harmless Harvest started selling pink coconut water, people said they were crazy. But as the company explains on their bottles and their site, the coconut water turns pink from antioxidants interacting with light, not spoilage. Harmless Harvest says their coconut water is pink because they refuse to change their product from its natural state — because “nature comes in many colors.” The result: Grocery stores can’t keep Harmless Harvest’s pink coconut water on the shelves.

The lesson: Being true to your brand is one thing. But explaining to your customers why you make decisions strengthens your word of mouth story and gives your products more meaning.

Learn more: Harmless Harvest

4. Check it out: Feed fish from your computer


Photo thanks to The Next Web.

Aquardio is an online portal that lets you feed live fish in a fish tank. You can also release bubbles, check the temperature, and change your view of the tank.

Check it out: Aquardio

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