I’m fascinated by a strong marketing message that says, “This is what I’m for. This is what I’m against. Like it or not.”
I recently came across this postcard for Lagusta’s Luscious Chocolates located in New Paltz, NY.
“Heartbreakingly delicious artisanal chocolates, ethically made.”
When we talk about “for” and “against” in the world of chocolate, how much is there to say?
I mean, it’s chocolate, right?
There’s a lot you can learn from a chocolate bar about crafting a compelling message for your wedding business.
I’m not sure what “heartbreakingly delicious” is, but it sounds awfully compelling. I’ve certainly never heard it used to describe chocolate.
The statement itself is a strong point of difference.
But then take a look at the “We believe,” statements on the back.
- “We want to live in a world where the people who produce our food get paid real prices for real labor under humane conditions.”
- “We believe the earth is a source of astonishing richness that must be respected.”
- “We believe animals are not here on this planet for us to use.”
What does any of this have to do with CHOCOLATE?
Sharing a belief in handmade quality or mind-blowing flavor might be expected for a food product.
But this company has woven their strong beliefs into a mission statement explaining the ingredients they use in their products.
Who do you think might be drawn to purchase these chocolates, and happily pay above average prices for them?
People who believe in the same things.
It makes them feel good because they aren’t just buying a piece of chocolate; they are buying into a way of life and how it makes them feel.
(By the way, the town of New Paltz is full of liberal hippies, hipsters, Baby Boomers, nature lovers and tree huggers — perfect for this brand.)
Let’s contrast that with Hershey’s chocolate.
According to their website:
“Happiness is Hershey’s.”
The mission page shares a video about Bob Williams, a 93 year old man who gives Hershey bars to friends and strangers. “Everybody likes Hershey and everybody likes Hershey bars,” he says.
The website promotes s’mores for summer campfire fun and their famous Hershey’s theme parks.
Their brand is about family, happiness, nostalgia, and enjoying simple pleasures.
And it’s a chocolate bar!
What makes someone buy a Hershey’s over a Lagusta’s?
Before they even open the wrapper…
It’s the way that chocolate bar makes them feel.
This is how you create a one-of-a-kind brand experience in your wedding business.
Get brave. Get bold. Explore what you believe and weave it into the experience of your business.
Business can be about so much more than making money; it’s about creating the change you want to see in the world.
The more you let your couples see that change you believe in, the more the right clients will be magnetically drawn to your company.
And it all starts with sharing what you authentically believe.
So stand up and shout it from the rooftops.
What brands do you enjoy? What beliefs do you share with them?