Pret, a sandwich shop here in the UK, regularly amazes me with their copywriting.
In a (misguided) bid to stimulate the economy the British government has just decreased the sales tax rate here and all the shops and businesses are having to update their prices.
Here’s what it said:
(Thank you Darling!)
We’re passing on the new lower VAT rate immediately.
Pret’s ‘Just Roasted’ coffee, ‘Just Made’ Soups & Hot Wraps, dine in prices … in fact all VAT inclusive prices have already been reduced.
Good news for you, a bit of a nightmare for us. We’ve got thousands of price tickets, hundreds of menu boards and now they’re all wrong!
You’ll pay less straight away.
We’ll get the labels right as quickly as we can.
The funny thing is they’re simply obeying the law, not doing something special or out of the ordinary. They are required by law to charge the new sales tax rate. So why does this flyer make you smile? Three reasons:
1. They’re using familiar and friendly language.
2. They’re letting you know that the tax rate change is a pain in the ass for them but it’s more important to take care of you, even if it’s harder.
3. They’re not afraid to be human and say ‘Hey, we’re bummed we have to do this. We’re like you and we hate boring admin crap.” It helps you to identify with them.
You basically think “Aw, thanks guys – much appreciated.”
In tough economic times, just remember that you need to give your customers even more reasons to spend their cash with you. Taking care of them and being a friend just might put you in front of the competition.
In addition to the financial benefits, it’s just a better way to live, right?