If you want to make an expensive omelette…

By March 20, 2011Presentation Skills

…you’ve got to break out some adjectives. Getting people to buy everyday items, and pay a good price, is a daily battle for millions of restaurants.  They do it – in part – by using richly evocative descriptions of the ingredients and cooking processes so that customers feel  great about the product.

My quick breakfast becomes a Staffordshire omelette of freshly-cracked eggs, pan-fried in first-press olive oil, wrapped in award-winning Cave matured cheddar.

A great post on the Neuromarketing blog claims that outlets which use descriptive labelling increase their sales by around 27%.

But our brains don’t switch on the desire for adjectives when we walk into the restaurant at the end of a long day. So why not use evocative descriptions in the workplace?

“A report submitted by John in tax” becomes “A personal recommendation written by my brilliant colleague, John, who has twenty years’ experience helping us avoid these tax pitfalls.”  John is happy to  get a positive introduction, we’re happy to get a personal recommendation from such an accomplished man, and we’re more invested in the process. It’s language that lights up the brain, makes people feel positive, and gets better results.

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