Once you’ve identified your customer’s needs, you need to communicate your offer in language that inspires them to take action.
Both the restaurant and consumer paint industries know this very well.
Here are some of the restaurant offerings at Madrona Manor:
Grilled Hokkaido Scallops
Aubergine purée, compressed zucchini, lardo, spicy basil
Liberty Farms Duck
Roasted and crispy candied breast, hazelnuts, beans, quinoa
Cart “Ice”
Ice cream sundae, hand ‘churned’ tableside with nitrogen at minus 324º, chocolate sauce, almonds, whipped cream and cherries on top
The key to its delicious copy (for me at least) is in the choice of adjectives: seared, Liberty Farms, compressed, roasted, crispy, and hand-whipped.
Studies have also shown that people prefer exotic color names, rather than the simple tried-and-true names (blue, light blue, sky blue, navy blue, etc.). For example, here are Dulux Paints names: Japanese Maze, Caymen Lagoon, Sultan Spice, Mexican Mosaic, Peppermint Beach, Fragrant Cloud, Shangrila Silk, and African Adventure. It doesn’t matter that the names don’t convey the color group (red/blue/yellow). They’re the names you see when you look at the paint can or color swatch and they sound so… exotic. And if you wear an exotic name paint, hopefully your life will now be a little more exotic. (Think you know which names match the color? Play the paint game.)
So, in your next marketing copy, break out the thesaurus to find juicy, emotive, and exotic adjectives that will inspire your prospects to take action (and set yourself apart from your boring competitors).