🧷 Safe = Death ☠️

Hi ,

Safe = Death was one of my slides in the recent events I’ve spoken at. The more I think about this phrase, the more it makes sense to me.

You see, the way most people go through life (and business) is by playing it safe - Not taking big risks, not saying things other people won’t like, trying to always say or do the right thing, etc.

When it comes to selling products on Amazon, most sellers do their best to stay safe. Usually, that means that the packaging is a nice color box, a safe insert card, generic copywriting, generic-looking instructions, etc. You know, this works, but it’s safe. This will be the same, if not a worse experience for your customers.

The truth is, the fact that it’s your business, you can do WHATEVER you want.

Most brand owners also want their brand to go viral, but how will it go viral if you’re always playing it safe?

The things that go viral are those that step out of the norm. Those that are willing to take risks, even if it means that not everyone will like it.

The brands people like and mention are those that are doing things that are out of the ordinary.

A great example of this is the brand Frank Body - Calling their customers “Babes” with a clear customer avatar and branding. Check out some of their packaging ideas:

Not only the packaging, their instructions and everything about the brand is playful:

The instructions above have a lot going on, look at how they use every touch point as an excuse to create an experience and talk to their customer. From the “TEAR MY TOP OFF” to “Drop your dacks. Translation: get naked” to “ONLY TESTED ON BABES”. Everything about this screams branding and care for the customer.

You might think; “Oh, but Frank Body has a very specific target audience.”

You can also have elements in your packaging that enhance the product:

What about products that at their core have a built-in target audience that’s for/against something. For example:

Some of you might be vegan and offended by this, but you’re not the target consumer of this product. Speaking to your customer and putting a smile on their faces works.

What about hiding messages in your packaging? Something that not everyone will see, but those that will get an extra experience:

Making your brand about something gives you room to play.

The list goes on and on.

All of the examples above were found by looking for packaging and copywriting ideas that went viral.

When you started this business, you might have quit your job, gone against what some of your friends and family said, you did something uncomfortable.

Safe = Death

Risks = Growth Potential

How do you come up with these ideas?

Packaging design - Run a contest on 99designs.com

Copy for the packaging - Run a contest on squadhelp.com

You can also use AI to get the basic idea and then continue with designers/copywriters.

I can’t wait to see the risky things you come up with for your brand!

Tomer

P.S

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