I’ve discovered an amazing new market for copywriters.
The potential is enormous.
No, I’m not trying to muscle in on Harlan Kilstein and the distressed real estate market.
I’m talking about the copy on breakfast cereal boxes.
Think about it. There must be millions of these out there on consumers tables.
And there are dozens of varieties.
I’m considering putting together a course to help copywriters take advantage of this untapped opportunity!
“Secrets Of Copywriting For The Cereal Box Market!”
Not!
I’m not serious, of course.
However, it occurred to me that there was a lesson to be gleaned from the big box of Kellogg’s Sultana Bran sitting on my kitchen table.
I have to say, I don’t consume a lot of breakfast cereal. It’s certainly not in the “Spartan Health” programme I’ve mentioned before. But, especially in winter time, I find myself craving extra grains and cereals.
Now, when you think about it, the cereal box is quite a useful piece of real estate that can be used to get a message across. Largely, of course, the best use is to encourage consumers to keep using the product. To reassure them that they’ve made the right decision in the first place and to give reasons (and emotional benefits, of course) to continue to use the product.
So, the first lesson is to take every opportunity to reinforce your relationship with the consumer.
And I was fascinated to see what Kellogg’s had to say on my box of Sultana Bran.
They were promoting the cereal as good for children with the appeal “Fight The Fuzzies At School” and the claim “Research shows that kids who eat breakfast are more likely to be focussed than those who skip breakfast”.
(Quick copywriting note. This would be a lot more credible, of course, if Kellogg’s had been more specific about the research and cited a credible third party.)
Of course, this is aimed at parents rather than children and I would be intrigued to dicover why Kellogg’s made this postioning decision. However, that’s a different topic.
The point is to note that Kellogg’s have taken the opportunity to get their message across. There are also some quick tips and the website address is prominently displayed.
So, remember, every “touch” with the customer is an opportunity to communicate. That can mean including catalogues or offers when you mail out a product, having a “stick” campaign to follow up a purchase or simply having your website address on display.
Ideally, include a “Call To Action” wherever you can so that it’s easy for people to buy from you. I never cease to be amazed by the number of collateral marketing pieces I see from clients that don’t do this. It’s rare to see an actual sales letter that doesn’t include a “Call To Action” (although it does happen). However, special reports and other supporting material often fail to include this vital element.
Make sure you don’t miss out on those opportunities.
And maybe keep an eye on your breakfast cereal boxes to see if there are any ideas you can use in your own promotions.