March 25, 2019

Vegan Pom Pom

Sent by Jonathan Stark on March 27th, 2019

My wife is way into knitting.

So… she makes a lot of hats.

Lots of hats need pom poms.

So… we get a lot of pom poms in the mail.

One package arrived recently, and she said: ”Oh good! My vegan pom poms are finally here!”

To which I replied: “Wait... what?! Vegan pom poms?!”

(I thought maybe they were made out of soy or were edible or something)

Her: “Yeah, it’s basically just a different way to say faux fur pom poms.”

This caused me to LOL at the genius of the name “vegan pom poms”. IMHO it’s way better than “faux fur pom poms” from a marketing standpoint.

Faux fur is a product-focused descriptor, “vegan pom pom” is a buyer-focused descriptor. And I always prefer buyer focused language :-)

But what about non-vegans who don’t want real fur pom poms? Won’t they think vegan pom poms are for vegans only? Maybe, but I doubt it. I think the actual response would be more like:

“If they’re good enough for vegans, they’re good enough for me!”

(And I have anecdotal evidence of this because my wife is not a vegan.)

Okay, so what do vegan pom poms have to do with pricing services?

Can you think of a way to add language to your website that targets your ideal buyer?