Sharon's Marketing Missive

Yesterday I treated my daughter to ice cream at Cold Stone Creamery…and got my own treat as a freelance copywriter! They’ve taken just a few words and gotten creative and added that much more to their brand…without any real apparent effort or cost at all.

If you’ve been there, you know your portion choices aren’t small, medium and large. No, they’re “I like it,” “I love it,” and “I gotta have it.”

Not only is that clever. I bet it influences the consumer’s choice too! Imagine ordering the “like it” size, could you? Doesn’t that seem so sad to be ordering ice cream and say simply “I like it”? If you only like it, why are you even ordering it? I bet there are people that bump up their portion to a “love it” purely because of this subconscious feeling that they should be ordering something they love, not like.

Then there’s the Employees Only door…only it doesn’t say Employees Only. It says Ice Cream Makers Only. Clever, clever, clever! Cold Stone is reiterating that these employees aren’t that, just plain old employees. No, these people behind the counter are making my ice cream! How much more fun to walk into a place with ice cream makers than a place with employees!

Did it cost Cold Stone any more to use different words on their portion signs? Nope. Did it cost them any more to change the words on the door? I doubt it. And all those little efforts added up to much more fun, much more brand, and much confidence on my part as a consumer (and freelance copywriter!) that Cold Stone is paying attention to the details…including the Heath Bars going into my vanilla ice cream.

Thank you, Cold Stone, for putting your words to work! This freelance copywriter took notice!