Food And Drink Copywriting Of The Week #6: Notorious Nooch Co's Landing/home Page
(11 April, 2021)
Welcome to the sixth instalment of Brew Copy's Food And Drink Copywriting Of The Week.
In short, the idea is this:I go into the world of food and drink and find examples of incredibly effective copy, from personality-driven brand voices, damn good package storytelling and effective e-commerce websites to sales emails and product descriptions. Then I break down what makes it so good so that you can apply it to your brand.
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Introducing: Notorious Nooch Co.Notorious Nooch Co. is a start-up that makes naturally flavoured nutritional yeast (AKA nooch). They're a first of their kind, and really, they're just a super damn cool brand. I would explain them more, but they do such a fine job at telling their story. So here is that story, in their own words:
"We love nooch, no really, we LOVE nooch.
We began wondering why the nooch landscape was so barren, and generic.
So we began experimenting with flavouring nooch in our studio. Our first experiments with garlic powder and off-the-shelf seasonings were not cutting the mustard (we didn't try mustard). Then we discovered a top yeasty secret. You can flavour nooch with nooch!
We take nooch, toast it until the flavour profiles develop and then add it back into normal nooch. Voila, nooch flavoured nooch.
The rest is history, well it's not because it's still happening. Just buy it ok? Then we can retire in our nooch mansions driving Nooch-mobiles, please?"
Okay, so now you understand why they exist and their no-bull personality, let's take a look at their incredible landing page:
Copy of the week # 6A landing/home page acts as a sales page for the brand. We don't have to do the hard sell or get too detailed on the products. We simply have to champion our key messaging as a brand. If it is an e-commerce website, it's strategic to imbed the brand's hero products with a Shop Now button somewhere close to the top. Otherwise, the point is to quickly build your value in the market in your ideal customer's eyes as quickly as possible, which is a process of attracting attention and building trust. Okay, that said, here's Notorious Nooch's site:
Firstly, so pretty, huh?
Secondly, clever. As a brand with a focused offering, they cut straight to the chase with an image of their two flavoured nooch pouches. And because the packaging copy tells us what the products are and their value in the market, there's no need for additional website copy, except for the top banner, which reiterates their unique selling propositions to their audience of conscious, youthful consumers.
With every landing page, you need a call to action at the top. Most brands have a Shop Now button. But I like how Notorious Nooch's is 'Scroll', encouraging us to find out more.
Selling the end-result, not the product
There's the old saying that people don't want screws. They want a hole in the wall. Obviously you can take that one step further and say people don't want a hole. They want something with which they can hang a family photo etc. The point is, the same goes with food. If you're selling meat, you probably don't want to advertise that with a picture of a cow. You want to show a delicious steak. The same goes for nooch. I don't want nutritional yeast. I want a delicious vegan pizza, or burger. So it makes sense that the next thing we see on the landing page is two on-brand, mouth-watering pictures that are truly worth 1000 words with sparing copy that champions some fun alliteration: Brilliant in burgers, perfect on pizza.
Making it easy for people to shop now
Next is the products for sale with additional product copy. To explain why the products go here, I have to talk about this: We don't read websites in a linear way. If we are at the start of the customer journey, we might begin the landing page. We might then read the About section. Then we might sign up for the newsletter—all that before we buy a product. As a loyal customer, though, we might be returning to a website simply to stock up, or find out about new updates. A website has to factor that in, catering for the newbies and the regulars. In turn, as stated above, it's wise not to bombard a prospective customer with a Buy Now button (you have to buy them dinner first), but when catering for loyal customers, it's also wise to not bury our Shop Now button at the bottom.
Again, as a condiment, the product copy reiterates the things we will use the product with, not the product itself. The tone is friendly, very conversational and fun, like the product.
"Sprinkle it in anything you would normally put cheese in. Try it on pizza, pasta, popcorn or rice. Throw it on roast spuds or use it to make delicious dairy-free mac and cheese."
Championing their story
"We love to recreate the food we had growing up. Looking for vegan alternatives, we used Nutritional Yeast ('Nooch') in our home-cooking to replicate the flavour of cheese, but it never had the same kick we really craved - until now."
The first part of the landing page is a short introduction to the product. As Notorious Nooch shows, however, good brand messaging goes beyond the product to the larger brand story. This way, they celebrate the business's humanity and mission to build trust with its ideal customer, not just sales.
Providing extra value in the form of fun dish ideas
Now, I like it when a website has few pages. In this case, the brand has only 4 pages: Home/landing, Shop, Story, Contact.
The limitation of so few pages is that there's little space to add extra value in the form of interesting information or storytelling beyond the fundamentals.
But Notorious Nooch get around that by adding extra recipe ideas on the landing page. There's smoky spag bol, dusty spring greens, cheezy popcorn, etc..
Building their list
Lastly, there's Insta photos and the final call to action, which is to sign up. Boom.
Today, I've wanted to show you a good structure for a landing page aligned with key brand messaging. I also hope you see that sometimes the best copy is hardly any copy.
- Sell the final result (the picture on the wall), not just the product.
- Conversational copy is damn charming
- The most powerful copy says a lot with little
- Structure your landing page with reference to your key messaging
- Pictures of yummy food are really good
- Champion your product AND your brand at large (your story, your humanity) to build attention and trust
- Sexy design and a delicious typeface makes copy SO much better
Okay, that's a wrap
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Until next time,