Messaging Mrs. Meyer's: How Pain Points Knock out the Competition to Create an Emotional Connection

When I was a little girl, I would delight in weekend sleepovers at my grandparent's home. Nestled into the rolling hills of Lancaster, Pennsylvania, my grandma and grandpa were crazy about the natural beauty of the small town, its old-timey shoppes, and their crops of plants and vegetables grown in the backyard. To this day, I still hunger for my grandpa's zucchini bread and my grandma's simple chocolate cake.

My grandma was by no means a champion of the "all natural" movement, but she did have this one cleaning quirk that I always loved. 

Whenever I would visit, a mug filled with mushed up bar soap would sit on the bathroom sink. The smell was sweet and simple, and it was pure white, free from colors and harsh dyes. I didn't understand why she did this at the time, but now that I'm older, I finally get it – my hands were too small to hold a bar of soap, and the brand of soap she used was gentle enough for my little kid skin. 

Mrs. Meyer's is a brand that speaks directly to the type of childhood nostalgia that I, and likely millions of other women, received from visiting their grandma's home. Marketed to today's modern woman – with a penchant for old school housekeeping habits – the brand is beloved by those who, like Mrs. Meyer herself "believes in a happy medium between perfectionism, and a "lived in" home." 

Let's explore a few reasons why the brand calls itself at home around the country:

(1) It knows exactly what its audience cares about.

Mrs. Meyers knows exactly who its target audience is, and speaks accordingly. Capturing the female market without garish neon pink or overt girlishness, the brand speaks to women that want to care for their home, care for their family, and care for the earth. These three pillars carry the brand's tagline, "Hardworking Housekeeping", and reflect an image of sensible, modern housekeeping. 

Messaging like, "Say goodbye to grime and hello to a clean you can feel good about", "Smells like a garden, cleans like the dickens", "We all have to clean – let's make the most of it", and "Our garden fresh steps uplift your mood while putting a little spring in your step" all speak to us in a way that inspire us to enjoy the scrubbing, mopping, and sweeping that comes with our weekly chores.

(2) It understands their pain points.

"I can't figure out where my child's rashes are coming from." 

"The in-laws are visiting this weekend and I have 30 minutes to clean top to bottom." 

"I open up a bottle of bleach and my eyes start to burn." 

"I hate that every other cleaning product tests on animals – it's just not right." 

"The labels on hand soap are ugly, and they clash with my bathroom." 

"Mr. Clean, Clorox, Lysol...I feel more like a male janitor when I clean our home." 

Mrs. Meyer's in an authentic brand because it originated with an authentic person who also understood the pitfalls and perils of keeping a home clean. After realizing just how many harsh chemicals were sitting on store shelves, the daughter of Thelma A. Meyer knew there was a better way to get a deep clean that smelled good and cared for the Earth. She wanted to create products that smelled like her mom's garden, but packed a serious cleaning punch. Thus, Mrs. Meyer's was born as the alternative to "big brand" cleaners, and found its way into big box stores to compete with the best of them. 

(3) It creates an emotional connection with them. 

Taking pain points into consideration, Mrs. Meyer's has gone a step ahead and forged an emotional connection to the brand.

We hate cleaning, but maybe the scent can compel us to feel good about it. We don't want our children's skin exposed to harsh chemicals, but maybe there's a gentler formula we can use instead. We don't have much time, but maybe we can make a product powerful enough to get the job done fast. We don't want to buy products that test on animals, but we also don't want to buy stuff that's so crunchy it doesn't work. 

Mrs. Meyer's understands these pain points with stunning clarity, and the brand does an exceptional job of communicating how – and why – it solves them. Looking at the bottle, we are magnetized to the brand's retro housewife feel and the beautiful, simple, chic packaging that looks more like a pretty cosmetic item than a household cleaning product. Popping the top off, we sniff and find scents that take us back to childhood – gardenia, lavender, bluebell, thyme – and realize that these essential oils can make our chore a bit more pleasant. Using the dish soap or detergent, we can feel and smell a deeper level of clean, solidifying our loyalty to the brand that doesn't make us compromise our desire to be earth-friendly.

From the packaging and messaging, to the product and its result, Mrs. Meyer's is a beloved brand for a reason: it recognizes that American women don't want to sacrifice a clean home for harmful ingredients. 

By filling the need to be gentle, natural, and pleasant, we come to associate those attributes with our own grandmothers, and perhaps, the women we aspire to be.  

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