I’m about to share a link to a video that is about artisanal butter made in France. Hang with me and watch at least the first minute. At the end of that minute is what I want to talk about here.
“If I make a product that’s only marketing, I’m not interested.”
Butter artisan Jean-Yves Bordier is clearly passionate about his product. He creates something special and unique — something with emotion. Later in the video, he talks about the fact that he could use the large machinery that many others use to produce more butter and make more money but that’s not what it’s about.
The best marketing tells the story of the product. Our product is special, unique, emotional, impactful, and more. (And yes, I find butter to be all of those things as well.)
Even better marketing tells that story in a way that profoundly engages people who know nothing about the product. Many of us are so close to the product that we have a hard time communicating about it without using jargon — I myself am absolutely guilty of this.
After reading this post, I invite you to take a few moments to de-jargon a piece of your current descriptive copy. Copy and paste your text into a Word or Google doc and go through it word by word and think about how understandable it is to the average person. If you find jargon, break it down into words that depict exactly what it means. For example, instead of saying that your dance company is presenting a “mixed repertoire” performance, you could describe it as a performance featuring 4 short ballets.
Ok mes amis: allons-y!