Conversion Copywriting + Brand Messaging
Natural Calm Canada is the exclusive Canadian distributor of the American brand, Natural Calm. They are primarily in the business of brand marketing and wholesale distribution with some direct-to-consumer e-commerce sales.
In this first eight years of business, Natural Calm built the market for magnesium in Canada, became a beloved brand and a clear market leader.
But by 2014, challenger brands were capturing market share.
Because Natural Calm Canada had been essentially unchallenged until then, the brand didn’t have competitive positioning. Their marketing had been focused on lifting the category rather than the brand.
The leadership team was closely connected to customers but needed to monitor shifts in the market and adapt their message to the changing competitive landscape. They also needed to make tough decisions about what sector of the market to target instead of aiming the brand’s message at every segment.
Before the copy rewrite, Natural Calm’s messaging was centred on educating the market on the benefits of magnesium. As such, the messaging was broadly educational rather than tightly-focused. They leaned on an extensive list of benefits, technical features and proofs that weren’t exclusive to the brand.
From 2014-2015, we led a website redesign and rewrite based on new, competitive messaging that reinforced Natural Calm’s position as the market leader.
We developed this new messaging through a conversion copywriting process: auditing competitor messaging and deep customer research, including mining voice-of-customer and customer surveying.
Based on the research, we had clear insights as to why the existing copy was no longer lifting sales and what to write instead to overcome customer objections and refute competitor claims.
We rewrote the site around Natural Calm’s most compelling strengths vis a vis the competition.
The messaging flowed from a tight articulation of the ideal customer’s top priority problems, Natural Calm’s unique value proposition, the emotional and functional benefits of Natural Calm and persuasive, brand-specific reasons to believe (proofs).
Through the messaging rewrite, we positioned Natural Calm as the obvious solution – clearly different and better than the competition.
Perhaps most important for this brand, the new messaging strategy enabled the company to market more efficiently. By keeping messaging aligned around their core competitive advantage, they have reinforced that “different and better” message everywhere they market.
Since then, we’ve followed the same process to write conversion copy for each new product Natural Calm Canada brings to the market.
This is an ideal example of branding powered by the conversion optimization approach to messaging. Instead of brainstorming brand messaging in a boardroom, we engineer a conversion-focused brand message based on what’s truly most persuasive to buyers.
If you’re interested in how conversion insights can strengthen your brand messaging, let’s talk.