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A butcher's apron

by Alex Cohen
4 replies
Today I had a question for the butcher at the grocery store, so I pressed the "buzz" button at the window and waited for his arrival.

A few seconds later he appeared.

I asked my question, got an answer, and finished up my shopping.

Later, as I was thinking about the encounter, I asked myself, "How did I know this guy actually knew what he was talking about?". And I had to admit, I didn't.

But like thousands of others across the country each day, I assumed my local butcher knew, and I acted on his advice.

Why?

Because he showed up at the window wearing a white butcher's apron.

That blood-stained apron gave him authority. And so I believed what he said.

What's that got to do with your sales copy?

Plenty.

Could make the difference between making a sale or not making a sale.

Ask yourself, what authority figure can you use in your copy to increase its believability.

Alex
#apron #butcher
  • Profile picture of the author Steve The Copywriter
    Yes, the health and nutrition mob usually have a "doctor" wearing a white coat, a judicious expression and a stethoscope wrapped around their neck.

    Sometimes in the age of scepticism when a human face with the props doesn't cut it - you can use an animal. Saying "You know that nature doesn't get it wrong"

    I once did this on a promo, but for the life of me I can't remember what the animal was (I'm hoping is wasn't a wise owl proclaiming how sensible it was to buy the stuff...)

    I'm sure you can all think of some cool examples.


    Steve
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    • Profile picture of the author marciayudkin
      Ask yourself, what authority figure can you use in your copy to increase its believability.
      Isn't the more relevant question from this incident how you can make yourself be seen as the authority figure?

      Marcia Yudkin
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      Check out Marcia Yudkin's No-Hype Marketing Academy for courses on copywriting, publicity, infomarketing, marketing plans, naming, and branding - not to mention the popular "Marketing for Introverts" course.
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      • Profile picture of the author Alex Cohen
        Originally Posted by marciayudkin View Post

        Isn't the more relevant question from this incident how you can make yourself be seen as the authority figure?

        Marcia Yudkin
        Marcia,

        I'd say both questions are equally relevant. Just depends on a marketer's personal situation.

        Thanks for adding to the discussion.

        Alex
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        • Profile picture of the author marciayudkin
          Alex,

          Maybe this is the sort of thing you had in mind.

          According to Mental Floss magazine, the Quaker Oats man was appropriated by a company that had no connection with Quakers but was used to convey "an image of value and integrity."

          Kind of like the butcher's apron in your story.

          Marcia Yudkin
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          Check out Marcia Yudkin's No-Hype Marketing Academy for courses on copywriting, publicity, infomarketing, marketing plans, naming, and branding - not to mention the popular "Marketing for Introverts" course.
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