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Fluffy vs Fact for marketing
I created a poll on (for me) a local facebook group because I wanted to know if ‘FLUFFY’ or ‘FACT’ is preferable for a product description in the area I live in. The % of votes each option received is included for your amusement or interest or commentary.
Option 1 is what I call the ‘FLUFFY’ description.
Option 2 is the ‘FACT’ description.
Here is the question for the poll & the results I got:
Would YOU be more interested in something described as option 1 or option 2?
OPTION 1
Hand-made in small batches using carefully curated ingredients from nature because natural is best.
64%<i data-visualcompletion=”css-img”>
OPTION 2
Made in small batches due to space constraints using ingredients with minimal environmental impact &/or it actually does something.
36%<i data-visualcompletion=”css-img”>
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14 Replies
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Maybe it’s me, but i think the first part should remain the same and keep the last part as the varying factor.
“Hand-made in small batches using carefully curated ingredients…”
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Hiya,
I put the results of this poll on here because I found it HUGELY eye-opening to find the majority of people seem to prefer “fluffy” wording, versus merely “facts” at how something is made. AND, it appears the majority of people also do not care if the ingredients used in option #2 are less harmful to the environment. I thought it was a sad commentary on how so many people think nowadays.
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<div>The wording of the 2nd option, “it actually does something”, may be offputting to general shoppers as it can sound like an attempt to malign the first option. And the carefully-curated part of option one would thus sound even better.
</div><div>Polling is a science all its own and with different wording you might get different answers .
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I had not even considered that I might have offended those who read the poll and voted. What a dope I am!
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I think the wording of the second option could be adjusted while still being factual and avoiding fluff. For example, I think “due to space constraints” is not relevant to the consumer. It is enough to say “made in small batches” which is a fact, without having to explain why. The “it actually does something” could also be worded more professionally.
Consider:
Made in small batches using ingredients with minimal environmental impact and proven efficacy.
I would prefer this option more than the fluffy one.
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The 2nd option’s wording “Made in small batches due to space constraints…” was my attempt to explain that all the people who use the “made in small batches” story line are truly limited in their work space and that is why they only make small batches. The complete “small batch” story lines I have read are usually something like: “Made in small batches to ensure the best product” or more eye-rolling, like, “Make in small batches with love”. Small batches does NOT mean the product is better, it’s just that they are made in small batches because the makers are limited in their work space.
I like your line “…using ingredients less harmful to the environment with proven efficacy”. I can’t see what you’ve written while I’m typing this response, so it is NOT exactly as you wrote it, but you wrote something like that, and I like it.
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That’s a very good point! The truth is their products are made in small batches because their business is not at the scale of a large batch.
I think the phrase “due to space constraints” carries a negative connotation (a constraint is not a benefit) and it could make the consumer question the production quality or potential limitations the brand may have in delivering a quality product.
I think the best approach is to find a balance between honesty and marketing. Delivering a factual statement that focuses on the positive aspects and benefits rather than the negative aspects or constraints.
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Depends on what’s “best.” Brand success in sales doesn’t look to a balance but to a push on the “fluff” as far as regulators will allow and consumer swallow - and hopeful consumers will swallow a lot. Witness clean beauty, antiaging, paraben-free, recyclable or compostable packaging.
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I had a bad feeling that around HERE (like elsewhere), where I live, the “fluffy” marketing would win, but I just had to create a poll to verify. Since 64% of the respondents voted for the 1st option (which I called Fluffy), I can probably assume that around where I live, it’s the “fluffy” that wins, NOT fact-based marketing (sigh…). I just canNOT bring myself to advertise my soap as being natural or made in small batches with love, but it looks like THAT is what most people crave.
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“…less harmful ingredients” admits they are harmful but less so than other ingredients that might be used. Don’t think that is a helpful claim in comparison to the propaganda of clean beauty and natural perceptions.
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You are correct! I should’ve clarified, that is just my personal opinion/preference, or what sells a product to me.
I am not interested in clean beauty claims or paraben and sulfate free statements. I am much more concerned with the performance and feel of a product. But, I am aware that the majority of consumers are likely more swayed by fluffy claims.
I will admit, however, that I am a fool for aesthetically pleasing packaging, which would sell a product to me faster than any clean beauty claims would. 😅
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I’m with you
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Just from personal experience, “made in small batches” could be a barrier for some Commercial buyers down the road. I have several buyers who look at the scalability of a line as a metric of success. To them “small batches” implies back-orders and out-of-stock items. I had this exact conversation with a buyer from Detox Market in the past.
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This reply was modified 4 months, 2 weeks ago by Microformulation.
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The people who are drawn to the “made in small batches with love OR made in small batches to ensure the best quality” type of thing, are probably against big-cosmetics 🤩. Good point you made about how small batch manufacturing could mean a lack of stock to sell.
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This reply was modified 4 months, 2 weeks ago by
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