Work / Lawn and garden, United States
Selling a product people have to understand first
An organic soil and plant health brand selling to home gardeners and to professionals such as landscapers, organic farms and golf courses, all from one store. The products work as a system across a growing season, which is a harder sale than a single bottle, and the advertising had to account for that.
At a glance
The problem they came with.
What was actually going wrong, before anything was built.
The product needs explaining
It is a biological soil stimulant, not a fertilizer. Someone who thinks they are buying plant food will be disappointed, and someone who does not understand the difference will not buy at all.
Two buyers, one store
A home gardener with a lawn and a golf course grounds team want the same product for different reasons, at wildly different quantities, and respond to completely different advertising.
A first purchase that is too big an ask
Asking a stranger to spend properly on something they have never used, and whose effect takes a season to show, is a lot to expect from one ad.
What we built.
Described by what it does for the business. How it is put together is a conversation we are happy to have, but it is not what this page is for.
The store teaches before it sells
How-to guides, a free course and real customer reviews sit on the path to the order, so the product is understood by the time the basket matters.
A small sample as the offer
The advertising sells a five-dollar trial rather than the full product. It is a decision somebody can make immediately, and it starts a relationship the brand can build on.
Bundles that match how it is used
The products are used together across a season, so they are sold that way, which also carries an order over the free-shipping threshold instead of stopping short of it.
The results
What is different about the way this business runs now.
- The advertising asks for a five-dollar decision instead of a full-price one from a stranger.
- Someone arriving from an ad reads what the product actually is before being asked to buy it.
- Bundles turn a single-bottle order into the system the product is designed to be used as.
- Spend is judged on orders rather than on clicks and reach.
A product that needs explaining does not need a cleverer ad. It needs an ad that asks for something small, and a store that does the explaining when they arrive.
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