Great copy does more than sell. It inspires us to consider the world differently.

Here are three ways that every piece of marketing or promotional copy can work harder to engage readers and turn prospects into customers.

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.

At its core, B2B messaging should still come from a very personal, approachable place. After all, we’re only human, right?

Effective, high-impact messaging can take on many different forms: an unexpected headline, an engaging prompt that pulls you right in, or maybe even a manifesto you can’t bring yourself to put down. Long or short, it all seizes your attention — and more often than not, it all has these three Ds in common.