Newsletter Subject
Stickin' it to the candles
From
sarafrandina.com
Email Address
hello@sarafrandina.com
Sent On
Thu, Apr 22, 2021 07:09 PM
Email Preheader Text
Hey there - One of the things I harp on pretty consistently is the fact that your copy does not work
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Hey there - One of the things I harp on pretty consistently is the fact that your copy does not work in a silo. There are quite a few factors that weigh in on how well your copy converts. That, perhaps to your dismay, is not what Iâm here to talk about today. Iâll come back to it another day, of that you can be sure. (Yay! Something to look forward to!) What I am here to bring to your attention to is that beyond taking or leaving the feedback you get when you do voice of customer research (see: [last weekâs missive]()⦠Itâs also wise to consider that other factors might just be at play when youâre getting said feedback. To help us chew on this idea today⦠â[We can thank this article]() for one of the most timely illustrations of this point. As the article points out: - In 2020, the average customer ratings for scented candles on Amazon fell by about one full star rating.
- A science illustratorâs tweet exclaimed that âThere are angry ladies all over Yankee Candleâs site reporting that none of the candles they just got had any smell at all.â
- Meanwhile, no dip was seen in ratings of unscented candles. Considering that anyone whoâs ever walked into a Yankee Candle store can attest to the fact that lacking scent is hardly an issue there, the obvious assumption here is that the negative reviews spiked because people lost their sense of smell due to COVID and stuck it to the candles, instead. Iâm not writing this as a guilt trip for people who lost their sense of smell due to a global virus (I wish that on no one and really hope itâs recovered!)⦠I am, however, writing this as yet another friendly reminder that there are almost always other factors at play as people review our products/offers and provide feedback on them⦠Many of which are outside of our control. And. When youâre aware of what those factors might be, you can be more discerning in what you take, and what you leave. ð Until next time, be kind + donât forget to blow your candles out - Sara P.S. A huge h/t to my writerly friend, [Justine](), for sharing this article with me and knowing my brain well enough to know what Iâd do with it! â 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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