How this direct-to-consumer plant startup is building a bountiful leafy empire one blog post at a time.

Image for post
Image for post

If you haven’t heard of The Sill, there is a very good chance you’ve seen one of their products depicted on a friend’s (or a friend of a friend’s) Instagram.

Founded on the belief that everyone should have a plant sitting on their window sill… The Sill could best be described as an online plant shop that ships plants directly to their customer’s doors.

While they have a handful of physical locations scattered around the country, I imagine they do about 80% of their business online.

However, this is just a hunch.

The Sill has a few things going for them.

For one, they’re selling beautiful photogenic products, which have helped them find tremendous success on Instagram, cultivating an audience of nearly 700,000 extremely engaged followers.

But, if you dig a little deeper, you’ll see they’re more than just a pretty face…

The Sill is quickly becoming the internet’s go-to resource for plant care.

Their blog is a feat in and of itself with extremely useful and fascinating topics ranging from, “Everything you need to know about lighting” to “The plant that loves a humid bathroom”.

It appears they have hundreds of blog posts just like the ones above that target individuals who are buying their very first plant all the way up to seasoned plant parents that are raising their seventeenth.

Unlike a few of the other brands I’ve written about in Stranger Than Fiction, The Sill hasn’t had a single lightening-strike-like marketing moment that has ignited their brand.

But, instead, they’ve been built on the back of steady, consistent marketing through Instagram and thoughtfully-written, well-researched blog posts.

Which, speaking of the latter…

Blogging isn’t dead.

It seems a lot of brands are losing belief in blogging and it’s turning out to be a costly hiccup in faith.

Towards the end of last year, I wrote an article where I shared how blogging has helped me turn my freelance copywriting business into a juggernaut of sorts.

It’s neat to see brands like The Sill use blogging on a much larger scale to build what will surely one day become the most popular “plant stores” on the planet.

I’ve said it before and I will say it again, an extremely effective way to market is to give away something valuable to your customers for free.

This is what The Sill is doing. They’re handing out free education in plant care and selling the plants that their customers are learning to care for.

It’s brilliant.

By Cole Schafer.

Stranger than fiction by Honey Copy is a curation of stories about bat shit crazy marketing ideas that have made brands some serious cheddar. If this story made your mouth water, why not let me tell you when I write the next one?

Written by

I write pretty words and sometimes sell things.

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store