When is a Fruitcake not a Fruitcake?

A copywriter was brought in to try and increase sales for a company that sold mail-order fruitcakes. Their sales were flat and they wanted to try a new approach.

He accepted the challenge and began to do his research. As part of his research, he took a tour of the operation. During the tour he noticed a grove of trees and asked about them. The company president told him that they were Native Texas Pecan trees and that’s where the pecans came from that they used in the fruitcakes.

After the tour, he sat down to write the copy. He told the story of how these cakes used an old family recipe handed down for generations. He talked about harvesting the pecans and the special care that went into each cake. He convinced the owner to change the name to Native Texas Pecan Cakes and the rest was history. That copy increased sales by 60% that year. They were the same fruitcakes but the perception was changed.

If they had not used a copywriter with his outsider’s view of the operation, how much do you think their sales would have increased? Their competitor’s sales stayed flat that year.

A good copywriter is more than just a writer. He is also an outside observer, marketing consultant, and partner to your business. He can see things that you see every day, but in a whole new light. He knows how to craft a message that will resonate with your customers.

Contact me at lou@louschuyler.com or call (813) 786-5375 Lets create your “own” Native Texas Pecan Cake.