THE "GO TO" PLACE FOR ANYONE INTERESTED IN SPECIALTY FOOD MARKETING.
What's Your Wow! Factor?
Some of us marketing types were talking about which critical elements you need to successfully promote a product or service.
The subject of infomercials came up.
Say what you will about them (I say the products are often gar-bahge)--but the medium is a HUGE moneymaker.
How come?
Infomercials use several effective marketing criteria--all of which can be used in other mediums--including websites and e-blasts.
One element is the Wow! factor. Getting the audience to stop what they're doing and lean in closer.
The Wow! factor often boils down to making a bold promise and backing it up with proof.
In a well-produced infomercial, for example, the pitch person will demonstrate a product's special appeal--rather than zero in on aspects it shares with other brands.
Click here to watch a minute & 1/2 example of a Ronco rotisserie infomercial that illustrates what I mean. (Be sure to open in a new tab so you don't click away from this page)
Warning! Youtube videos can sometimes *poof* into thin air--so here's a summary of the clip in case you get a blank screen:
The Wow! factor is restaurant-style roasted meats prepared in your own home--succulent, crisp, evenly cooked--enough food to quell a starving horde. All conveniently done on your counter top.
Of course, finding the Wow! factor in specialty food, cooking & culinary travel is not always so obvious or easy.
Sometimes what you think makes you unique is the same thing your competitors say about themselves.
Ask yourself this...what was it that made you decide to create your product or service in the first place? More often than not, you can find your Wow! factor there.
A couple of days ago I stumbled across a website I thought had a decent Wow! factor.
It was for chocolate-covered pretzels.
These were not just pretzels dipped in chocolate. They were beautiful & colorful--some drizzled in white & dark chocolate--others studded with rich-looking toffee bits.
After staring at the photo for a good 80 seconds, I finally read the copy. The print was small--but the message was tantalizing
That's where I learned the hand-dipped pretzels were created by a visual artist who had a thing for them since childhood. Quality time with her mom meant dipping pretzels into different kinds of chocolate and experimenting with toppings.
Just so you know...I had to talk myself out of clicking the order button. To have those in your house for anything other than a party is pure decadence!
I bookmarked the site, however--for the next time I go to a chocoholic get together...(believe me--I'm overdue for one)
A good rule of thumb for creating your own Wow! factor is to make a bold promise--either about your products or how you service your customers--and back it up with proof, proof, proof.
So...what's YOUR Wow! Factor?
Suzanne Ryan
The Gourmet Copywriter
The subject of infomercials came up.
Say what you will about them (I say the products are often gar-bahge)--but the medium is a HUGE moneymaker.
How come?
Infomercials use several effective marketing criteria--all of which can be used in other mediums--including websites and e-blasts.
One element is the Wow! factor. Getting the audience to stop what they're doing and lean in closer.
The Wow! factor often boils down to making a bold promise and backing it up with proof.
In a well-produced infomercial, for example, the pitch person will demonstrate a product's special appeal--rather than zero in on aspects it shares with other brands.
Click here to watch a minute & 1/2 example of a Ronco rotisserie infomercial that illustrates what I mean. (Be sure to open in a new tab so you don't click away from this page)
Warning! Youtube videos can sometimes *poof* into thin air--so here's a summary of the clip in case you get a blank screen:
The Wow! factor is restaurant-style roasted meats prepared in your own home--succulent, crisp, evenly cooked--enough food to quell a starving horde. All conveniently done on your counter top.
Of course, finding the Wow! factor in specialty food, cooking & culinary travel is not always so obvious or easy.
Sometimes what you think makes you unique is the same thing your competitors say about themselves.
Ask yourself this...what was it that made you decide to create your product or service in the first place? More often than not, you can find your Wow! factor there.
A couple of days ago I stumbled across a website I thought had a decent Wow! factor.
It was for chocolate-covered pretzels.
These were not just pretzels dipped in chocolate. They were beautiful & colorful--some drizzled in white & dark chocolate--others studded with rich-looking toffee bits.
After staring at the photo for a good 80 seconds, I finally read the copy. The print was small--but the message was tantalizing
That's where I learned the hand-dipped pretzels were created by a visual artist who had a thing for them since childhood. Quality time with her mom meant dipping pretzels into different kinds of chocolate and experimenting with toppings.
Just so you know...I had to talk myself out of clicking the order button. To have those in your house for anything other than a party is pure decadence!
I bookmarked the site, however--for the next time I go to a chocoholic get together...(believe me--I'm overdue for one)
A good rule of thumb for creating your own Wow! factor is to make a bold promise--either about your products or how you service your customers--and back it up with proof, proof, proof.
So...what's YOUR Wow! Factor?
Suzanne Ryan
The Gourmet Copywriter
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