FRIDA’S “WE GET YOU” COPY

As dad of two, Jack's no stranger to the gross side of parenting. And Frida write copy that understands that and makes parents feel seen. Love it.

Look, we're not wild about this headline. It feels like it could have landed the plane a little better. (Explaining the joke in brackets almost kills the joke. For all those what's the fuss moments works better without losing anything.) But that subhead? Love it. We talked about this when we looked at Peachies as well, but there's so much power in brands doing little bits of copy like this that just scream "we get you" to your customers. And that's a huge result, because research had found that 74% of consumers say their loyalty to brands is built on feeling understood and valued. On top of that, 64% would rather buy from a brand that feels like it knows them. Aaaaand, another third  said they're willing to pay more for brands that feel made for them. That's huge. Which is why "for moments you won't be sharing on the 'gram" is such a banger of a line. In a world of either sepia-toned baby brand language or Poonami-style "being a parent is gross" messaging, a brand saying "hey, parenting is great, but some of it is less than glamorous" feels like a much more grounded take. (Because the line implies that there are moments you'll share on the 'gram.)

And as a result, customers feel like the products are made for them too. That trust in the brand bleeds into trust for the product.

Which, again, is huge. In fact, a study in 2023 found that consumers who trust your brand are significantly more likely to buy new products from you, almost irrespective of price. Which means every bit of copy you write that makes a customer feel understood isn't just brand building. It's helping to guide them towards hitting buy now down the line too. So here's the thing to ask yourself: where are the moments in your customers lives that aren't so glamorous? What does their lived reality look like? Can you weave those details into your copy and make them feel seen? (If you're not sure what these little details are, check out social media comments, forums, reviews... there's gold in there.) Just look at the difference it makes. Here's some generic meal kit copy: Cook up a gourmet, restaurant-quality meal in just 15 minutes. Packed with veg, nutrients and at least 3 of your 5-a-day. It's fine, right? But it doesn't exactly have you running for your credit card. What if we try to get specific? The perfect meal kit for evenings when that expired Pot Noodle and a bowl of Frosties are calling your name. Now, is it a perfect line? Nope. But anybody who is busy and has got home from work and can't be arsed to cook will see themselves in that copy far more than the other line. And that's going to make sure your brand stays top of mind over all the other brands.