As an online food retail business, you probably spend a long time either creating your own products to make them as mouth-wateringly delicious as they can be, or assembling the kind of product ranges that culinary dreams are made of. And that’s great, but people can’t taste your products through the screen, and unless they’ve sampled them before they really don’t know what they taste like or why they should buy them. For that reason, it really is critical that you invest in food copywriting which is every bit as tasty as the products themselves.
Beyond the first bite…
As the cliche goes, the first bite is with the eye, and you do need to have professionally taken high quality photographs of all your products. But food is about so much more than aesthetics, and to effectively sell it online you really need to engage your customers’ senses.
A photo won’t do it, but exceptional food copywriting can and should give the customer a good idea of what actually eating the product would be like. Just as you invest in the best food photographers to make your products stand out, you should also invest in skilled writers who can bring the tastes of your offerings to the fore. Lets take a look at the main components of successful food copywriting.
Aroma – Smell is perhaps the most powerful of all our senses, and we’ve all experienced moments when a scent has carried us off down memory lane. Good food copywriting plays on the strength of this primal sense, with words like fresh, minty, aromatic and fragrant mixing well with comparative similes borrowed from other areas of language.
Taste – Taste is of course of paramount importance in any culinary product description, and a professional food copywriter knows how to use it to sing seductive siren songs to the taste buds of those reading. As well as describing the nature of the taste with words like sweet, savoury, astringent or chocolatey, good food copywriting can also provide indicators of the extent and intensity of these tastes. For someone looking to buy a curry meal kit for example, whether the product is mild, hot, spicy, fiery or ferocious is of supreme relevance.
Texture – When you put something in your mouth, you don’t just taste it, you feel it. You sense whether it’s crunchy, chewy, supple, hard, tender or smooth. Including textures in your product descriptions enriches the mental visualisation of the food in the imagination of the reader.
Nuts and bolts – Hopefully there aren’t actual nuts and bolts in your dishes (though if there are be sure to point it out – https://www.youtube.com/watch?v=Dy6uLfermPU), but you should be careful that you don’t get so carried away in waxing lyrical about the food poetry that your products create that you forget to say what is actually in them. Some people are particularly fond of certain ingredients, while some may dislike them with a passion, or even suffer from digestive problems because of them. Being clear about what your food contains will entice the first group, and prevent the other two from making a purchasing mistake that turns them off your entire brand.
Adding depth – People like eating food that has a story. So if your food is the result of a family recipe handed down through generations, or if it’s been developed over many years by top chefs, or sourced from a seldom explored corner of the world, be sure to highlight these origins.
Cooking up a brand image
Each of your product descriptions should help to build a picture of your wider brand, while also standing out on their own. If you can latch onto some broad themes within your offerings and then blend these into all of your product descriptions, you can strengthen the impact of your website as a whole, improve brand recognition and make each individual description work harder towards conversions.
At Big Star Copywriting we love writing about food, so get in touch whether you need a little advice on spicing up your web content or you need us to inject a little flavour into your product descriptions.