Once you have identified your customer’s needs, you need to communicate your offering in language that inspires them to take action.
Both the restaurant and consumer paint industries know this very well.
Here’s some of the offerings from the restaurant at Madrona Manor:
Seared Hokkaido Scallops
Eggplant purée, compressed zucchini, lardo, spicy basil
Liberty Farms Duck
Roasted breast and crisped confit, hazelnuts, summer beans, quinoa
Cart “a Glace”
Ice Cream Sundae, hand ‘churned’ tableside with minus 324º nitrogen, chocolate sauce, almonds, whipped cream, cherries on top
The key to their mouthwatering copy (for me, at least) is in their choice of adjectives: seared, Liberty Farms, compressed, roasted, crisped, and hand churned.
Studies have likewise shown that people prefer exotic names of colors, rather than the tried-and-true simple names (blue, light blue, sky blue, navy blue, etc.). For example, here are names from Dulux Paints: 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 are the names you see when you look at the can of paint or the color swatch and they sound so…exotic. And if you use an exotic named paint, you hope your life is now a little more exotic. (Do you think you know what names match the color? Play the Paint Game.)
So in your next marketing copy, take out the thesaurus to find juicy, emotional, and exotic adjectives that will inspire your prospects to take action (and separate yourself from your hum-drum competitors).