Client:
Industry:
Tea
Business Model:
e-commerce, bricks-and-mortar
Location:
Number of Employees:
0-10
Services Used:
Date:
November 16, 2022
Context
Shell Singal, Founder and CEO of Tea Bazaar, sells over 100 different tea blends through her business. She wants to improve her website to support her growth goals.
Goal
Shell wanted to increase her tea sales by creating new product descriptions.
Approach
- Let that ManGO
- Peanut Butter Cup
- Peppermint Mocha
- Walnut Maple
- Lemon Balm
- Caramel Apple
- Red Winter's Wine
Mackenzie created new product descriptions for seven tea blends, a combination of new and existing teas.
Mackenzie examined each of the existing product descriptions assessing relevant product details and identifying any current positioning priorities.
- Sensualizing the product (e.g., “The aroma of this tea brings to mind beach days and warm breezes. Let That ManGO tea is the perfect way to enjoy a piece of paradise any time of day.”)
- Positioning blends as a healthy beverage option (e.g., “Apple and mango add sweetness without sugar, making this tea healthier for those watching their waistlines.”)
- Setting flavour expectations (e.g. “Cinnamon and almond give this tea a warm and nutty flavour, while the caramel rounds out the flavour and gives a distinctive sweetness.")
Mackenzie created product descriptions that focused on:
Results
- Each description delivered to the client had three sections:
- Product Description: Build curiosity, set expectations and show some personality.
- What Makes It Great: Highlight the benefits and provide details that allow potential customers to trust the product more or imagine themselves drinking it.
- Ingredients: All the tea ingredients are listed for readers curious about what goes into the blend.
"I focused on enticingly describing the flavor profile of Tea Bazaar's tea and showcasing benefits."
Mackenzie Bailey
Founder, Steeped Content
