Honesty

Tell it. Like it is.

It's so easy for me to tell you that the key to successful communication is absolute honesty and transparency with your customer.

Asket.com take it to a whole new level. They share exactly how they price their products. Everything is shared.

I understand why you'd feel uncomfortable telling your customers the profit you make on each product you sell.

What if there are certain aspects of your offering where you can be truly honest? We all pay shipping costs, the vast majority of you will soak up those costs into your product pricing.

Take a look at how Loaf.com bring a new level of honesty into the conversation;

That copy above is lifted from one of their product pages (NOT just the deliveries page). It's found on each large-sized product they deliver.

And it's simple. It draws attention to the fact most competitors will just charge the shipping costs by adding it into the price.

It's a copywriting masterpiece. Throughout the Loaf.com website their content, I don't know, it just makes you smile. It's engaging (marketing speak). They don't invite you to [SHOP OUR SOFAS]. Instead, they ask you to 'Get deep, down and squishy with these laid-back loafing machines'. The call to action? [SINK IN].

Don't you just love it?

This is the art of conversational content. Writing as you would talk (if you were a nice person that enjoyed talking to customers in an engaging (marketing speak again!)) manner.

The whole loaf brand (I've been to one of their 'shacks' and the walls are adorned with similar welcoming messaging ) just feels like I find myself in a conversation with the brand. That's really cool. It makes marketing fun too.

And it sells.