One of the challenges all business owners have is to educate your customers about what you do. What makes your product and service better than your competitor’s similar products and services?
Now, it does not matter if the claim you make about your products can also be made by your competitors. One of the better known business slogans is that of Woolworths. This company has used the slogan, “The Fresh Food People” since 1987.
Think about that for a moment. Does that mean Woolworths is the only company selling fresh food? Of course not. In fact, if you are in the food business, then I would expect one of your goals would be to sell fresh food.
Woolworths has an advantage here, not because it has the freshest food, but because it repeats its slogan over and over again. Fresh food is only one reason why your customers would buy food from your business.
It is your responsibility to educate your customers via your food labels as to why the food you are selling is superior to that of your competitors. If you don’t, then you will be left behind. Of course, your food labels do not allow much room for detail so your points must be made succinctly.
You are also restricted by the laws governing food labels. Nevertheless, at least a small portion of the labels must be used to educate your customers on the benefits of what you are offering.
Is your food made from fresh ingredients? Is your food organic? If so, what does this mean? Is your food prepared in a special way? Is it natural? If so, what does this mean?
These marketing principles also apply to beverages and most products sold in supermarkets or in other retail outlets. The label or packaging is the only thing that distinguishes your product from that of your competitors.
As a result, it is important to educate your customers through your product labels. Your labels must be eye-catching, they must be legal and they must sell the benefits of your product, whatever that may be.