Wednesday, March 09, 2011

Adjective Power - Neuromarketing

While we can likely all agree that “applewood-smoked bacon” is more enticing than than plain old “bacon,” most of us don’t run restaurants. Still, we can learn from what those food establishments have found to be effective. When it makes sense, enhance the impact of your descriptive copy with carefully chosen adjectives. I’ll offer my own variation on Wansink’s categories of modifiers:
  • Vivid – “Freshly-cracked” is much more compelling than “fresh.”
  • Sensory – Terms like “hickory-smoked,” “brick oven fired,” “oven-crisped,” etc. engage the reader’s senses.
  • Emotional/Nostalgic – “Aged Vermont cheddar” evokes images of crusty New England dairymen rather than Kraft mega-plants.
  • Specific – “Wild Alaskan” attached to a salmon description immediately enhances it with visions of vigorous, healthy fish swimming in pristine, unpolluted streams, whatever the reality may be.
  • Branded – Attaching desirable brand names to a description can boost sales. I’m sure it hasn’t been cheap for restaurants to offer “Jack Daniels” barbecue items, but their continued menu presence suggests such branding more than pays for itself.

Adjective Power | Neuromarketing
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