The Honey Drop #23: Tell me what to do

One of the not-so-fabulous parts of becoming a mama is that sometimes your hair falls out.

Like a LOT of hair.

After birthing babies, lots of ladies have excessive hair shedding, because the bodies' hormones are all whacked out. Estrogen levels drop, and it's buh-bye, luscious locks (and buh-bye free time to do whatever the heck you want, whenever you want).

This is my truth.

Where did my hair go??

So when my sister sent me a Sephora gift card for my b-day, I knew exactly what to order.

1/ COPY IN THE WILD - VEGAMOUR

Vegamour is a vegan haircare brand. Their GRO Hair Serum product has 3,556 reviews on its website, with a 4.5 star average rating.

Not too shabby, right?

There are tons of before + after pics with users raving about the results – their hair actually growing back!

So I popped that sucker into my shopping cart and fantasized about having hair like Jameela Jamil. Hey, a girl can dream. Maybe I'll be able to pull off bangs in my next life.

But when that pretty lil' pink and white package arrived, I tore open the box... and was confused.

I scanned all the materials – the recyclable box, the info card insert, and the bottle of hair serum itself. But nowhere to be found were DIRECTIONS.

Um, how the heyo do I use this stuff? I've never used hair serum before, so I was clueless.

Do I use a few drops?

A full dropper?

Do I say a prayer to Rapunzel every time I open the bottle for faster results?

I went to the brand's website to investigate. The PDP (product description page) for the GRO Hair Serum left me more confused. Several scrolls down the page there's a "how to" section with step-by-step directions.

? Part dry hair into even sections.

? Actively massage Scalp Detox into scalp for 1 - 2 minutes.

?? UH OH! Wrong product name there. And how much do I use??

? Leave on scalp for 5 - 10 minutes and rinse.

Below that is a video with DIFFERENT directions. That video tells me to...

? Fill the dropper with serum

? Massage in and do not rinse

Oh, wait a minute. Am I rinsing or not rinsing? Is this meant to be a quick treatment, or something I leave in all day? I'm still confused!

Dear Vegamour:

Please pick one set of directions for you hair serum product. Make it consistent on your website. Include it in the unboxing experience.

And for the love of balding women everywhere, put it on the bottle itself – with as few words as possible. (Please, none of this size 2.1 font!)

2/ QUICK TIP: Copy, copy, everywhere

When copywriters talk about having "consistent" brand copy, it's not just the creative stuff.

It's all these bits and bobs that go into product marketing – the taglines, the benefits, and yep... the instructions themselves.

So how's YOUR messaging? Consistent, or all over the map?

?? Let's do a quick audit:

1. Pick one product or service.

2. Grab ALL the copy for that product and dump it into a document.

3. Review your copy and see if it works together as a unified system.

How'd you do?

GOOD: Woohoo! Keep on livin' your best life.

NOT SO GOOD: Nobody's perfect. Want help ironing out your messaging kinks??Give me a holler.?We'll talk and see if I can help.

3/ DEEP THOUGHTS

"I'm not offended by all the dumb-blonde jokes because I know that I'm not dumb. I also know I'm not blonde.”

— Dolly Parton

Chrissy

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