We’ve previously talked about the importance of labeling plants’ value points. In essence, it provides reasons why customers should by the plant. So, labeling problem points sounds counterintuitive, right? In fact, they aren’t.
What are problem points?
Problem points are issues that arise from growing the plant. So, if the item attracts deer, won’t survive winter, or is fickle to grow successfully, a customer needs to know. If a new gardener buys a plant that dies soon after they take it home, it will deter them from making return purchases. By making the problem points clear at the start, right on the label, you steer them toward plants they’ll find success with.
Why label them?
By addressing them head on, you provide the customer with a sense of brand transparency. You show them that you would rather they find a good fit than try to make a bad fit work. Or, essentially, that to your brand, the customer comes first.
Take a positive spin.
Don’t offer them reasons to hate the plant. Instead, use simple graphics and statements that let them draw their own conclusion about whether or not the plant will be a good fit for them. Also, for fickle plants, use phrasing like, “best for experienced gardeners,” then recommend a similar, but easy-care plant. Again, you’re not turning the customer off of the plant, but merely communicating good solutions for experienced and inexperienced growers alike.
Also, avoid negatives. Say “attracts deer,” and not “popular with pests.” Some people like deer! Plus, the specificity is helpful in communicating what exactly to expect.
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