Once you’ve identified your customers’ needs, you need to communicate your offering in language that inspires them to take action.
The restaurant and consumer coatings industries know this all too well.
Here are some of the dishes available at the Hacienda Madrona restaurant:
Grilled Hokkaido Scallops
Eggplant puree, compressed zucchini, lard, spicy basil
freedom farm ducks
Grilled brisket with crispy confit, hazelnuts, summer beans, quinoa
Shopping cart « at a glance »
Ice cream sundae, hand-churned tableside using negative 324° nitrogen, topped with chocolate sauce, almonds, whipped cream, cherries
The key to their mouth-watering copy (for me at least) is their choice of adjectives: roasted, free-range, compressed, roasted, crispy and hand-mixed.
Research similarly shows that people prefer exotic color names to tried-and-true simple names (blue, light blue, sky blue, navy, etc.). For example, the following are the names of Dulux paints: Japanese Maze, Cayman Lagoon, Sudanese Spice, Mexican Mosaic, Mint Beach, Scented Cloud, Shangri-La Silk and African Adventure. It doesn’t matter that the name doesn’t convey the color group (red/blue/yellow). When you look at a paint can or a swatch and you see their names, they sound so…exotic. If you use an exotic named paint, you hope your life will become more exotic now. (Do you think you know what name matches the color? Play drawing games.)
So in your next marketing copy, pull out the thesaurus and find interesting, emotional, and exotic adjectives that will inspire your prospects to take action (and differentiate yourself from your boring competitors) open).