Lately I’ve been considering some of the advertising language that flies past our ears every day — especially when it comes to describing and marketing food. At any given time, there seems to be a list of hits that consumers want to hear over and over again.
Technology will play a key role in helping leading brands tackle their biggest obstacles to growth while staying relevant to their customers. This trend is particularly relevant to the foodservice industry and may determine which brands move forward or fall behind.
If there’s one thing we can count on as the year draws to a close, it’s the inevitable wave of “Trends to Watch” in 2019. In the world of foodservice, it’s not hard to find countless predictions about next year’s hottest menu trends. At the root of all this speculation is language.
While certain words can drive different results from market to market, there’s something even more fundamental at play, and foodservice marketing is no exception — namely, not “what” but “who.” Targeting the right audience in the first place is the foundation of any successful messaging strategy.
Recent industry statistics have shown that as much as 70 percent of us have made a purchase based on direct mail. From my perspective on the writing side, here are a few approaches that have yielded successful direct mail campaigns in the past:
Through the years I’ve come to realize that the only rule for putting pen to paper is that there are no rules. It may sound counterintuitive, but I believe this no-rules approach to copywriting is actually a best practice in and of itself.