Day 6: I think my pantry is trying to kill me
Or, how to liberate your customers from their daily monotony.
I consider myself to be somewhat... domestically challenged.
Groceries, tidying and general "life" upkeep doesn't come naturally to me.
I'll power through 6 hours of flow-state writing before I realize I haven't had a drop of water all day. (I'm running on salt and sheer determination, baby.)
And, my pantry certainly wouldn't inspire envy.
So when I came across this campaign from UK delivery service, Bother, it got me thinking…
Press play below to watch👇
Sometimes, we buy a product so we can show it off (and because we like what it says about us).
Other times?
We buy a thing so we can finally just stop thinking about it for once.
Read on for the breakdown — and liberate your customers from their daily monotony.
Campaign Breakdown:
“Break Free From Your Cupboards” by Bother UK
The Background:
Meal and grocery delivery services are plentiful in the UK. The “Break Free From Your Cupboards” campaign positions Bother as more than a place where you order household supplies, but rather, a service that takes care of the thinking for you — “a load off your mind”.
In their words:
“We Bother, so you don’t have to.”
The Question:
I love writing launches that focus on a compelling promise of what could be.
But… there’s no denying the power of giving your customers an escape plan from their problems (and the mundane).
Have you thought deeply about what you’re really liberating your customers from lately? (The answer might not be what you think.)
Your Creative Prompt:
We’re all running away from something…
So what’s the insatiable monster your customers feel like they’re always feeding?
Maybe it’s a thought, belief or story they hold dearly. A person or responsibility they think of constantly. Or a fear they’d do anything to not have to face.
Whatever it is, show them how your product will liberate them from the beast.
How To Use it:
Grab a piece of paper and draw a line to divide it vertically in half.
On one side, write “benefit”. On the other side, write “bother”. On the benefits side, make a list of at least 10 outcomes your offer provides — and how each outcome provides an escape from a particular “bother” in their lives.
I like to turn my favorite 3 “big benefits” into a section on a sales page to really nail home your promise (or if you’re feeling like a maximalist, go ahead and weave the whole list through an email).
The Big Idea… & What’s Next:
How do you help your customers escape the mundane (or pain) in a way that similar offers don’t? How are you smarter, sharper, and better at anticipating their needs?
Shine a light on that, and your customers will believe you’re the one to help them defeat the monsters under their bed.
With that: just one more day to go. It’s my favorite (and I think it might be yours too). Something special from Sony is coming your way on Day 7 — the final installment of Big Brand Energy.