I love the lively conversation around yesterday’s post and the customer survey!  Honestly, I’m just humbled by the fact the people actually read my blog and think about the crazy things I rant about.  But, I digress.

So here’s the dilemma:

Picture a small company.  Fiercely independent founders with authority issues. Considerable disdain of mediocrity. Self-effacing commitment to quality and transparency.

“Who could this be that Cowboy Dan is talking about?” <grin>

Then picture its founders dreaming of amazing and decadent new products impossible to make in their own tiny cookie bakery.

They are faced with a dilemma. Just ignore their dreams? Raise tons of capital and take a huge risk that could tank the company altogether? Or find a reputable producer that can make these awesome new products?

I’ve peaked your interest now, right?

“What new products?”

Well, I can’t tell you. At least, not yet. But we have some super exciting ideas.

Based on your feedback thus far, what I’m hearing is that you would support our new products, even if they were made in another facility, if they adhered to the key principles of Liz Lovely:

> Use only simple, 100% natural ingredients, no crap
> Ingredients from responsible, high-quality sources
> Third-party product must be a responsible employer
> 100% safe for dairy, egg, and gluten allergies
> Accept nothing less than perfection
> Local production that we can monitor personally

Did I miss anything?

Integrity is a funny thing. Wikipedia says that it can be regarded as the opposite of hypocrisy. As long as you do what you say you’re going to do, you’ve got integrity.

At Liz Lovely, we often mistake “the philosophical high-ground” for integrity. They are not the same thing, exactly. And I wonder if this holds us back. Here’s an example:

Most natural foods are “co-packed”, which means that they are made in a third-party factory on a contract, and not made directly by the company selling the product.

When you shop, you have no idea where your stuff is made, generally speaking. Is this an issue of integrity or philosophy?

Let’s get specific. If Liz Lovely were to develop a line of awesome products, but hire a third-party factory to make them, does that damage our integrity? Do you care?

Wanna weigh in? Take the short survey >>

Folks are constantly offering us “marketing opportunities” wherein we give them free cookies in exchange for some consideration. I say no a lot. Why? Well, we’re small. And the idea that any chance to promote your company is valuable is just faulty. Business is like bingo, not everything that’s offered helps you win.

For example, “donations” to the Celebrity/VIP gifting rooms at events are pretty lame opportunities. There’s no access to the celebrities afterwards for further marketing, and celebrities tend to only to promote stuff they’re paid to promote. Will a picture of Lindsay Lohan holding your [insert product here] really increase your sales?

On the other hand, I say yes to lots of bloggers. Guy Kawasaki has a great bit about the groundswell of individuals being more influential than the blessing of a few so-called “tastemakers” in his new book. Blog reviews always link directly to your website, and often the blogger will host a giveaway that requires folks to signup to your email list, like your Facebook Page, and/or follow your Twitter Feed.

Bottom line, I never assume that spreading around product will increase sales. If you can’t find a fairly direct pathway back to your website, store, phone, or inbox, then it’s probably not an opportunity for marketing as much as just spreading good cheer.

We just received a letter from the FDA.  It’s a late follow-up to the recall.  And I quote…

For example, “Ginger Snapdragons” doesn’t say “Ginger Snapdragon Cookies”.  The “Cookies” part has to be “reasonably sized” to the most prominent text. Is this really a problem? Do we need this kind of ISO 9000 labeling on our snack foods? And why doesn’t “Frosted Flakes” have to put the word “Cereal” really big on the box?

Long story short, we’ve had to remove a lot of the cute descriptions from forthcoming labels to make room for “Cookies”. Small loss, I guess.

Additionally, they’ve asked us to remove “Vermont Well Water” and go with just “Water”. Also, “Unsulphured Molasses” is now just “Molasses”.

Your tax dollars hard at work!

Famous cowboy Johnny Cash once said, “Because you’re mine, I walk the line.”

When you get an email from Liz Lovely, you’re mine. I’ve already sent it to you, because I have your permission.

But, in a single click, you can revoke that permission. So, “I walk the line” with every email.

On the weeks I’ve skipped an email, nobody unsubscribed. But I when I send one, there’s always a few people who bail out.
So, I not only appreciate your permission, but it’s my job to continue to earn it with every email.

Another form of permission is a Rewards card, like from a supermarket.

You give them the permission to track your purchases and target ads and coupons specifically to you.
We’re trying to devise a “Rewards” program for LizLovely.com. Any thoughts on how you’d like it to work? Email me your brilliant ideas.