Mass plant the descriptions that you want your product/brand to be known by
I’m talking about your hero banner copy, PDP description, packaging box description, ad copy and press mentions. The goal is to create this image that everyone is in unison about something about your product. There’s a psychological phenomenon called Groupthink in which people strive for consensus within a group. The more people you get to echo about something on your brand, the more people after them will conform to the same ideas. Of course, this only works if your product actually meets what you’re promising, but for the sake of this memo, let’s say that you actually do.
When you make these promises, it becomes the focal point of what people look for when they’re evaluating the product. If our lashes actually won’t natural looking or comfortable, people would focus on criticizing those exact points.
Story-telling to support the brand narratives
To really push a message, you need to consistently create micro content to amplify the narrative. These are contents on your social like Instagram and Tiktok, blog posts and site copy. When you can tie visuals and a good story behind the promises that you make, it becomes more memorable for the end customer, which in turn makes it easier for them to spread the message. We made a number of Tiktok videos to help people visualize our production process to support how truly unique our lashes are, which makes them soft and light to create the lightweight experience.