Lets talk brand messaging #businessbranding #onlinebusinessowners #businessownertiktok

Name: Lets talk brand messaging #businessbranding #onlinebusinessowners #businessownertiktok
Uploaded: 2024-05-29T19:42:55+00:00
Duration: 59 s
Channel: Christina Hall
Description: Christina Hall argues that it's good for businesses to intentionally exclude some customers to better attract their ideal audience. She uses Glossier's…

29 May 2024 · 1 min

Watch on YouTube

0:59

Christina Hall argues that it's good for businesses to intentionally exclude some customers to better attract their ideal audience. She uses Glossier's website copy — especially the hero messaging for a returning Balm.com product, and the playful use of 'bomb.com' — as an example of culturally targeted language that signals 'this product is for you' to millennials/Gen Z.

Chapters

Someone yesterday told me they would literally never work with me, and I'm going to tell you why that's good for my business. This is something that's so hard for some business owners to wrap their head around. And business owners, small and large alike, typically get stuck in this mindset where they want to try to attract everyone as possible. And I've heard really big business owners say, well, we don't want people to think we don't include them. Yes, you do. Let me explain why I'm going to use a popular cosmetic brand website to explain. Take a look at Glossier's website. Specifically their hero messaging. It says you can't beat the original. The beloved Balm.com formula officially returned. I want to focus even more specifically on the fact that the product's name is bomb.com. if you're a millennial and potentially a Gen Z, which is Glossier's target audience, you know exactly where bomb.com originally came from. Bomb.com is like saying, oh, that's the bomb. But since it rhymes bomb dot com, it's a very like 2008 to 2012 like saying. And it was really popular for young millennials at the time. And this subliminally explains to them that this product is for them. They recognize this phrase, but not.