Mastering Authentic Sales Messaging for Home Bakeries

hello friends i am Maria Peridel and I own Leaf and Love it's a home bakery in Dallas Texas and you might know me

because I popularize the dupan method of baking sourdough bread in bulk in home ovens you can find me at leaf and love

co on Instagram or you can also find me at home bakery community on Instagram as part of it we have what's called the

home bakery academy and this is one of the lessons that you can find in the academy i am so excited to walk through

this presentation with you because I know how many of us struggle with that feeling of I don't want to sound salesy

but the truth is we have really good bread bakes to offer and the way we communicate it can feel true to who we

are while still getting us sales this kind of messaging starts with connection and connection starts with knowing who

you're talking to so before you write a post get curious listen to the things your customers say pay attention to what

they ask for and notice what lights them up and that's how you are going to create messaging that feels personal and

genuine because it really is so you've got to start by understanding the people you're talking to what do they care

about what do they value when it comes to bread or baked goods what kind of lifestyle do they live and how can your

bakery be a part of that so I want you to get curious about what they want and what they need not just in

terms of baked goods but in how they want to feel maybe they want convenience comfort a little indulgence or something

that aligns with their values so pay attention to what they talk about what questions they ask and what makes them

stop and engage with you because when you really understand their pain points what they are craving and how they want

to feel that's when you can create messaging and products that feel like they were made just for them and that's

when your words start doing all of the selling for you so let's talk about the art of persuasion and persuasion should

feel like a winwin it should never leave a bad aftertaste because then that will be manipulation and we are not doing

that persuasion is the ethical art of influencing someone by presenting genuine

benefits logical reasons or heartfelt appeals those three things that show how your product can improve their life it's

win-win the customer gets something they really need or desire and you make a sale so in plain terms you're saying "I

have something great that you might love and here's why it's worth it." There is no pressure you're helping the customer

make a choice that benefits them and when done right the customer feels happy and confident in their decision and you

can feel good too because you truly solve someone's craving or need in baking terms you help someone with a

craving or help make school lunches easier or dinners a lot easier and in psychological terms we are tapping into

three big triggers that naturally influence purchasing decisions and that is ethos pathos and logos credibility

emotion and logic so now let's explore how you can craft messaging for social media posts or emails that will sell

your baked goods easily making people feel happy about their purchases the first one is showing up as

an expert and I have the perfect example for this one people naturally trust those who are more knowledgeable than

them and when customers trust you they will buy from you the perfect example is the Tupan method when I started sharing

about it a lot of people will ask me how I told my customers that I was transitioning from the traditional bull

shape to the loaf shape and my answer was very simple i told my customers I am transitioning to this shape because my

family and I love it much better and I think you will too because it's easier to slice toast in the toaster use for

sandwiches and easier to store i didn't ask them what their preference was i told them what was best for them and why

and my customers trust that I am the bread expert and that I know what I'm talking about so no one

objected this one is very easy social proof works because of our desire to belong and make correct choices so

always share reviews as quotes or user generated content like those pictures your customers send you or share stories

like lots of regulars say that our cinnamon rolls are their favorite way to start the day if you don't have enough

reviews just yet you can say things like this as long as they are true because we're not manipulating right but you can

say little stories like this to use as social proof food is a very emotional experience not only the way we buy it

but also how we feel during and after eating it very emotional and so are buying decisions many studies have shown

that people buy based on emotions and later justify it with logic so make people feel

something we are wired to respond to scarcity and urgency it's like a survival instinct that's why we have to

create that FOMO that fear of missing out with our messaging and here is an example you can use

i really like this one because not a lot of people think of this when selling physical products i think this is a

concept we know very well in the digital product space like when you're selling a recipe ebook for example people offer a

freebie in order to capture that lead to get that email address that phone number right that you can then use to sell

other things that do have a price but in terms of physical products if you give something away people might feel like

buying to pay it forward so it can be free samples or a free recipe they can use with your product this is my

favorite way to do it like you can sell a loaf of sourdough bread but you can sell it with your recipe for French

toast for example or I really like this example here on the screen where you are giving some baking advice that they can

use to make it themselves or they can let you do the baking and buy it from you i really love this one using wording

like ever wonder or can you imagine yeah tell me more and just like that you open their ears to listening

how great your products are so I really like this example ever wonder what makes our cinnamon roll so gooey and

irresistible and you're like "Yeah now I want one." You have no idea how many times I see bakers

saying menu is life or sharing a picture of their menu with their pricing and that's it and a link to order that's not

enough i want you to tell me what makes you special invite me to be part of your journey part of your mission and when I

feel like I'm part of it then I'm invested in your story and I feel like I'll trust you and I will give you my

money this one circles back to understanding what your audience needs and wants and providing a solution for

them rather than just a thing you are not just selling bread you are selling easy lunches and easy dinners you are

selling a quick but nutritious treat so sell the benefits the best marketing is the one that makes you feel

something that you can totally justify it's like saying I must have the expensive designer bag not just because

of the way it makes me feel when I wear it but because I know it's going to last me a long long time you see it's not

just how it feels it's what you can do with that so you just justify that feeling and that need i really like this

example instead of saying "Order our sourdough bread for $14," try saying "Your favorite

sourdough is just a click away." Bring a little slice of love from our home kitchen to yours so you see what I'm

saying i'm saying your favorite sourdough is very easy just one click away bring a little slice of love from

our home kitchen to yours right and making it feel so personal and like it's my kitchen your kitchen so relatable

another very relatable example would be something like this you know that feeling of opening the fridge and not

knowing what to make for dinner i got you that really works because everyone has had that moment right everyone can

relate to that feeling and now you have a solution for that not only that but you also use the curiosity trigger and

you're making the customer the hero which is the next thing we're going to be talking about help your customers

feel like one it was their idea all along to be buying this product from you and two that they will be the hero not

your bakery but they will be the hero when they bring home this pizza or this loaf of bread they are going to be

making their whole family so much happier so they feel like they did something good by buying from you and

those are the kind of feelings you want to create i also want you to think about

the power of exclusivity this concept ties back a little bit to the concept of scarcity and fear of missing out FOMO

but it frames that in a very positive vibe something like you are among the few lucky people who will get to enjoy

this if you order soon you see you are creating that little sense of scarcity and fear of missing out but you are

framing it in a very positive light in order to sell every single week we need to show they need our products on a

weekly basis i feel like that's easier with bread because it's such a staple in our diets right you can use it for every

meal for breakfast lunch and dinner but it's a little harder with sweets so we need to create a need for them weekly

and that's when we are going to tell them that they can use them for literally every single occasion it can

be for passing a test or getting a promotion or a birthday everybody thinks of treats like cakes cupcakes cookies

for birthdays or anniversaries or that kind of celebrations but what about just passing a test what about just surviving

a week those occasions deserve celebration as well now let's talk about the power of repetition and here is the

thing a lot of people don't want to say the same thing over and over again and I get it that's why I'm giving you a ton

of different concepts that you can use you don't have to and you shouldn't have to use them all at once in the same

message you can mix and match and use a different psychological trigger every time as long as it fits within your

branding i want you to always make it feel within your branding use your brand's voice and your brand images your

colors and your fonts etc to make it feel very authentic but I also want you to be

repeating these messages often don't feel afraid to repeat your message because people need to see a message

multiple times before they take action so think about how many notches it took for you to feel and justify any purchase

in the past sometimes it takes several little nudges you can also just use different formats and different

platforms to spread that message so it doesn't feel like you are always targeting the same group of people with

the same message as long as you spread it across different channels and different formats like a real a story a

carousel post or on Facebook or Instagram etc then you're not bothering anybody not everyone is going to see

your message remember that even if you have this number of followers not everybody gets to see your post every

time instagram and Facebook etc they show your post to just a number of people so that's why it's important to

not feel like you're bothering people because they might not have seen your past message and people need several

reminders to make a purchase i also want you to use call to actions or CTAs they are super important

every single message should come with one every single post you need to be telling people exactly what to do next

now you hook them with all the messaging that we talked about earlier but now you need to tell them what to do you need to

tell them "Go to this URL and subscribe to my text notification list or go to this URL and order today." You need to

tell them what to do where and when all right thanks for hanging out with me for this little messaging cover and I

hope you are walking away feeling really inspired and encouraged to share your work in a way that feels authentic and

it gets you sales and don't forget to join me in the home bakery community you can find me on Instagram at homebakery

community or on Instagram as well on leave and love co and yeah check out the home bakery academy that has a ton of

other lessons just like this one to help you and your bakery thrive bye