Newsletter Subject
The glass bottle effect
From
sarafrandina.com
Email Address
hello@sarafrandina.com
Sent On
Thu, Mar 25, 2021 07:13 PM
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Hey there - One of the things that’s very hard to prepare for in parenthood … …is the
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Hey there - One of the things thatâs very hard to prepare for in parenthood (ya know, amongst things like the unparalleled sleep deprivation, the number of times youâre asked âwhat you say, mama?â in a day, or the level of stain-removing savvy you never thought youâd have to master)⦠â¦is the judgment youâll face for every decision and move you make. Itâs enough to cripple your intuition, if you let it. But thatâs actually not what Iâm here to talk about today. Itâs just happens to set our stage for what I do want to dive into⦠Because each and every morning I drop my toddler off at our nanny share, the other mama in the share â letâs call her Nancy â makes some kind of passive aggressive, judgmental comment that I can laugh off on a good day, and stands to derail me on a not-so-good day. Last week, when I forgot to pack my toddlerâs milk and the nanny said she could just share the other kiddoâs, Nancy said, âYeah, as long as Sara doesnât mind that itâs just store-bought whole milk and not the fancy, farm-fresh, organic milk she sends in the glass bottle.â Thank goodness for masks, because I couldnât curb my smile. Sure, we send my toddlerâs milk in a glass bottle. But do we fill that glass bottle from the store-bought gallon of milk sitting in our fridge? Why yes, yes we do. Meanwhile, Nancy thinks weâre getting organic milk delivered fresh from a farm each week simply because itâs showing up in a âfancyâ glass bottle. Jokeâs on her. But while Iâm over here somewhat vindictively laughing two weeks later (give me this one, alright?), what this really reminds me is that: Packaging changes perceptions. And while I was not intentionally trying to make Nancy think we're buying fancier milk than her (the glass bottle just makes sense for how we pack my toddler's milk each week)⦠A lot of brands, companies, and businesses do intentionally depend on using packaging to set certain expectations. When the experience behind the packaging matches those expectations? All is well. But where it really goes awry is when not-so-stellar products or services are packaged in neat, appealing containers â Because they will sell. For good reason: Good packaging can go a long way when it comes to first impressions. But what these brands, companies, and businesses arenât thinking about is whatâs happening on the other side. Sure, youâve made the sale. But once your buyers have experienced your not-so-stellar offer, have you gained their loyalty? Case in point: If Nancy decided to taste the âfarm-fresh, organicâ milk in the glass bottle, sheâd immediately be let down as she realizes itâs the same milk her toddler is drinking. And while itâs perfectly good milk, the packaging set her up to think that milk was the cream of the crop. Packaging changes perceptions. It sets expectations â and when the offer fails to meet them, it leads to dissatisfaction. Which is very hard to overcome with your people. So, whatâs a human to do? Start by making sure youâre paying as much attention â if not more â to whatâs behind the sale as you do to whatâs in front of it. Itâs a heckuva lot easier (and more cost effective) to retain your current clients/customers than it is to bring new ones into the fold⦠And the #1 way to do that is to start by setting proper expectations, and finish by delivering an offer that matches â or exceeds â them. Easier said than done? 100% Worth it? 110% Until next time, be kind + donât waste your energy being judg-y - Sara Ready to call it quits? [Click this link]( to remove yourself from all communications. (No hard feelings.) If you'd like to opt-out of specific content, just hit reply + let me know. Iâll get you sorted, ASAP. | SFS HQ: Oxford Street, Cambridge, MA 02140
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