The decline of the high street has shown no signs of stopping, and more and more people are turning to online shopping – and that includes food. Taking your slice of the online sales pie requires more than great pictures of your delicious grub. You need to make your product sound as good as it looks by writing content that has the reader being able to taste the food. Investing in a food copywriting service to write descriptive content that will appeal to the reader’s senses is the way forward.
This will not only boost your sales but make a more pleasant experience for the customer. People love their food, and like anything they are going to purchase, they want as much information as possible before hitting that Buy Now button.
When writing about the food you need to imagine you have guests over and write as if you are at the table. How would you describe the food? How would they describe the taste? What would you talk about? What can you tell them about what you are offering? Building an image where they can picture themselves eating with their friends and family is a sure thing to convert the reader to a buyer.
A photograph of some delicious-looking food on social media may get their attention to begin with, but it’s the writing that will make their imagination run wild. You will want them to engage their taste buds and want to devour the advertised food immediately – they may even make an order right there!
The reader should be able to get an accurate idea of the flavours and taste of the food. Look up food copywriting examples to get an idea of how the writing should be. These will give you some tips and you can implement these techniques into your product descriptions.
How can they buy food if they haven’t tried it? Great informational and very descriptive writing will do the trick. The reader needs to know everything, from when it first hits their tongue with the first bite, and how it tastes afterward. Does the food taste like anything in particular? What can you compare it to? If it’s spicy, tell them how much. Think of a chocolate-bar advert on TV, they will show you the inside and every angle and maybe the caramel oozing out. But that’s not all, they will have a voiceover explaining how crunchy and tasty the chocolate is. That’s because the imagery is only part of it, they need to get your senses going by being descriptive.
Take the reader down a path of pleasure by eloquently describing the aroma of the food. This is a sure-fire way to conjure up their thoughts and sensitise their brain to the smell and taste of the food. Use words like fragrance, aroma, scent, fresh flowers, and other pleasant words that will bring up pleasant thoughts of food.
Tell the reader exactly how it feels in your mouth. Is it tender? Smooth? Crunchy? Letting them know the texture of the food will enhance their imagination and combine all their senses when thinking of the food.
Remember to explain what’s actually in the food and what it doesn’t contain. It’s easy enough to lyrically explain how wonderful and amazing the food will be without actually telling them what they will be eating. Are the readers a vegan? Does your food contain any animal products?
Some of the readers may have a nut allergy, so you want to make it clear quickly in the description if it contains nuts or any other particular allergies. You don’t want to get them all excited with your passionate writing then they discover they can’t eat it. This would put them off your brand completely, especially if they had a serious allergy.
Remember in the movie Forrest Gump and Bubba’s long-running family shrimp business? Well, that’s exactly what they want to hear. Not about Bubba’s family per se, but about the history of the food. If you made it from an old family recipe, someone brought it over from their original country, or it was only recently put together through trial and error, let the reader know. It may not be exciting or all that interesting, but it will help you boost your brand if you add it’s history and may connect with the reader.
Boost your brand with the products on offer by creating a theme. Although they will individually stand out, linking them with a theme will strengthen the marketing of your business as a whole. This will help your conversion rates and will build trust between you and your customer. If they see a product advertised that they haven’t tried before, but they remember they had something else that they loved of yours, they will be inclined to give it a try.
Online shopping for groceries shows no signs of slowing down, with approximately 60% now opting to do so. The current climate is also having a huge effect on online sales across the board and many people are choosing to stay home. This is not only more convenient and safer for both customers, business owners, and staff. So, it really is the best time to implement great writing into your product descriptions with so many potential customers.
To maximise your sales and provide an overall customer experience you need to have great descriptive writing to match the product images. Hiring a food copywriting agency to do so will be a worthwhile investment that will make your site look more professional, enhance the customer experience, and of course, boost profit.