The white claw effect

Stories sell.

They always have and it’s likely they always will.

They sell as ideas. They sell as books. They sell as brands. And, they sell as products.

To craft a great story, though, we have to understand our audience.

If you’re an author, writing a fiction book, you need to understand what your readers crave.

If you’re a marketer, you need to understand your audience and what they want to buy.

The formula for this is:

  1. Audience
  2. Story
  3. Product

My brother came bursting through the door, like he does, yelling about how there ain’t no laws when he’s drinking claws.

The situation was in fact lawless.

Not sure where we were, but this was my introduction to White Claw.

If you’re a marketer, White Claw is amazing.

The product isn’t overly complex. It’s just liquored up sparkling water.

The story they tell is one of inclusion. It’s not a men’s drink and it’s not a women’s drink. It’s a drink for everybody.

This resonates with their millennial audience, and it’s impeccable.

White Claw is audience first.

Story second.

Product third.

And they hit a home run.

That’s why there “ain’t no laws when you’re drinking claws”.

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