Align your messaging with your audience

Browsing the aisles of my local supermarket, I walked by a sign promoting free range chickens.

The first bullet point says “Air Chilled”.

I don’t eat beef or pork, and only small amounts of fish. So, I buy a lot of chicken.

Free range, no antibiotics, GMO diet, those benefits resonate.

“Air Chilled”?

No idea what that means.

And it’s the first benefit.

I’m sure I’m not the only one.