This afternoon, I was innocently perusing Facebook and woah! Good copy alert.
So, let’s break this down quick by asking 4 questions:
- What are they saying here?
- Who are they speaking to?
- What is the voice?
- Does it work?
1. Why are they saying?
The message is pretty clear — these bars are so simple that anyone could make them.
Things they didn’t say outloud (because they didn’t have to):
- No chemicals/preservatives/weird stuff
- Made with only two ingredients
- Tastes good
My favorite part is that this is so counter-intuitive… why would they tell people how to make their product? That can be answered by looking closely at their market.
2. Who are they speaking to?
Larabar’s market is mainly the “crunchy mom” — the mom who wants to live a healthy lifestyle and give her kids wholesome, gmo-free, real foods.
How can we tell that’s who this ad is speaking to? First off, the main image is of a food processor.
Before we continue, a note about marketing. Marketing is all about making a message that aligns with the life experience of the majority of your market. Am I saying that only moms/wives use food processors? Am I saying that only moms care about their kids health? No. What I am saying is that this ad will mostly speak to moms who prioritize their kids health and that Larabar is using specific images to that end. If this causes you angina, copywriting may not be for you.
These are the type of moms that made their own babyfood… or, even more relevant — moms who pinned babyfood recipes with the intent of making their own babyfood. See the distinction there and why the second group would be so receptive to this ad?
Larabar says implicitly: “This bar is as healthy as if you made it yourself… but you can buy it at a gas station.” And more subtly, “You can have the dream life of your Pinterest board within your real life that does not include sourcing organic dates nor finally opening your $399 Cuisinart gathering dust in your cabinet.”
3. What is the voice?
This one is a little tricky in such a short video but we have a few clues. First, we have the person speaking. It’s a woman mid-20’s to mid-30’s. She has a gentle tone. She’s speaking like she’s giving a little life hack or secret tip to a friend.
Her vocabulary is basic. She even makes grammar mistakes like “DIY your own” (Do It Yourself Your Own?)
Her cadence is slow. And she sounds very reassuring.
This is a hybrid between a Friend at the Bar and an Eternal Optimist.
We can verify this with how the account communicates with commenters:
You almost “hear” the voice in the video writing the comments below — which is key to having a recognizable voice. It should permeate all of your communications with the customer.
Just for kicks, I checked their twitter profile, and it’s the same story.
When life hands you lemons… we call it spring fever. pic.twitter.com/Mcy4MPgx7O
— LÄRABAR (@larabar) March 11, 2016
4. Does it work?
So everything above is nice, but we always need to ask… does this approach work for this market?
This video is done in the same style as the “Tasty” videos that have recently taken Facebook by storm. This is intentional. Just like how they use Pinterest, this market loves to save projects for the day on the horizon when they become “that mom.” (I know, because I’m in this market).
Check out the FB comments above. The people in their market are responding. They are engaged. They are enthusiastic.
Which is exactly what happens when you have a product people love with a voice they recognize and relate to.
BTW, I just finished my first book… on the topic of voice. I am offering a free digital download. Just enter your email below. You’ll get access to the entire 3-part series on voice (including the 7 primary types of voice, how to find your own voice, and more). Plus, I added in the work-along formula for finding and making the most out of your unique voice. Get access below.
Will Robins says
Just shared this with my wife. Voice is something I struggle with. I also write for other publications and have to remember what voice I am using when I do that.
This is a deeper level of understanding a market. Very quick and useful read!