My audience is parents of kids who are in the market for purchasing building bricks. Parents with young kids are busy people and don’t have a lot of time to make decisions because they are mostly busy working to pay for an expensive life. Parents with young children will be more cash strapped than they were before they had kids and will be more receptive to language that appeals to the pocket book. The language must be direct and the proposition must be made in the headline. An image conveying the idea in the headline, as well as some links, will be sufficient to allow the audience to absorb the information with little effort. A personal story or example will also serve as a powerful way to drive the point home. The following example will show how we are letting parents know that buying generic building bricks can be a better choice than buying brand name building bricks.
Smart Parents and Smart Kids buy Generic Building Blocks and Not their Brand Name Predecessors.
Why buy the brand name building bricks when they cost 2-3 times as much as generic building bricks? In my experience, kids will play with both types of bricks with equal enthusiasm because eventually they invoke their own creativity. The pretty picture on the brand name building bricks is sensationalized and short lived. After building what is in the picture, what do you do next? Therein, lies the answer; you begin to modify and create according to your imagination. I did not mention the name of the brand names for fear of reprisal, but you know who they are. Some companies market the pants off of every single children’s movie and their characters to sell more of their toys! I don’t believe toy manufacturers are just asking for a small royalty of 5-10%, but more likely a 100%-200% profit margin on each box sold.
The average kid that is interested in building bricks will likely spend an average of $500 on these creative learning toys in their lifetime. If the end goal is to have more bricks to build more creations, then why settle for less bricks at a higher cost? A month ago I was shopping for building bricks for my niece and found that a 900 piece brand name building brick set was priced at $130. This particular set was not associated with any movie characters. I then decided to look at generic building brick sets and found that a similar set made up of 1000 pieces was selling for $49. When I did the math it worked out that the brand name comparable set was priced 265% higher than the generic brand set. Moreover, when looking at movie character sets, the prices quickly escalated between 400-600% higher in price.
So what’s the final deal? The deal is that $500 dollars spent on generic building bricks gives you the equivalent of approximately 10,000 pieces, which if otherwise spent on a brand name would cost the equivalent of anywhere from $1325 to $3000. So, next time you are in the market for purchasing building blocks consider how many bricks your dollars are buying and factor in how much it will cost you to give those kids a free range of creativity with as many bricks as possible. Smarter kids build more with more bricks and smarter parents pay less for those bricks–thats the bottom line! Check out these fantastic generic building bricks I found on Amazon.