Writers: Brutal Honesty in Your Content May Attract More Customers
One Chinese restaurant shows us how…
Customers are tired of sparkly, cotton-candy-unicorn-infested language and over-the-top descriptions used to pitch them new products. It’s as if business owners think we won’t notice.
We’re now immune to the stuff.
The less we respond the worse the copy seems to get. Where we could once order a ‘grilled cheese,’ we’ve now got a ‘world-famous, artisanal, farm-to-table, hot dairy delight.’ Nope, it’s still a grilled cheese.
On Shark Tank recently, I watched some brilliant noobs try to pitch an offer for ketchup that comes in slices — freaking sliced ketchup! Which was pitched as a ‘premium experience,’ not for the ‘typical household.’
Huge spoiler: the noobs did not get a deal, because no one saw value in slices of condiments that looked like Fruit Roll-ups.
Everyone wants their product to be premium, new, better, and high-end.
However, in reality, most of us don’t play in that marketplace. Customers don’t always want to pay ‘extra for the privilege.’ They no longer believe all the ‘artisanal’ language you pasted all over your hipster, gluten-free, wooden pencil business.
