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The Importance of Telling a Story With Your Label

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The Importance of Telling a Story With Your Label

Product label critique by Seth Godin Seth Godin is at it again. Earlier this month I wrote about his critique of some chocolate packaging, and now he has provided a detailed critique of the new Ahava Mineral Botanic line of soaps and cremes. Godin recognizes the importance of the packaging to the success of any product. It is even more important when you are launching a new premium product that is several times more expensive than many competitors. I have always stressed the importance of telling a story with your product labels. Godin points out that whatever you include on your product labels does in fact tell a story about your product and company. Not necessarily an explicit story but a story nonetheless. It can be the little things such using the word "velvet" or saying "very dry skin" instead of just "dry skin." Or it can be adding a hang tag when no one else in your industry uses one. It all adds up to create an impression in the customers mind.I would encourage anyone who is looking to sell a premium product to go and spend a couple of hours in a high end liquor store. The wine and liquor companies are masters at creating a premium look that people are willing to pay much more for. We all know we can buy a decent bottle of wine for less than $10. So, how do you convince consumers who have never heard of your wine to pony up $20 or $30. You tell a story with your labels and packaging. Ahava have done a good job of positioning themselves as a high end brand. Anyone can do it. I have seen these same techniques work with products as diverse as olive oil, salt, hot sauce, chocolate, even laundry detergent. The great brands tell a story with their product labels and packaging. What story does your packaging tell?