Nobody buys a chair because it has four legs
“They buy it for comfort. Always show how what you’re selling improves their life. Features are facts; benefits are feelings.”
“Spanish Theme Dinner, an enchanting culinary journey, will be held at hotel XYZ on every Thursday evening this month. Indulge your senses in a delightful spread inspired by the rich culinary traditions of Spain. Guests can look forward to a vibrant menu crafted meticulously to showcase authentic Spanish dishes, offering an exceptional dining experience designed to satisfy and inspire. Gather your family, friends, and colleagues to relish a memorable night filled with mouthwatering flavours, delightful ambiance and warm hospitality reflecting the vibrant spirit of Spain right here in the heart of Colombo.”
The above press release from a 5-star hotel appeared recently in the Sunday edition of a popular newspaper. What struck me was that while it had several buzzwords such as delightful, inspired, vibrant, indulge and the like, (some repeated twice), it appeared to be indigestible content fluffed up with pointless words that made the copy insincere. The failure to mention some of that country’s popular dishes on offer, will not entice the discerning palate. Who wants to drive to the hotel and step into the restaurant to find that out? Not me. Draw the fine line between authenticity and blatant promotion. Sharp diners are wise and can feel the difference. Highlight the key dishes/ crowd favourites here.
What’s more, that important call to action (CTA) was non-existent. The writer had no clue on taking the copy to its logical end, to pull the offer together and just put the final pressure-cooker on to squeeze out potential interest. It was a load of wishy-washy ‘thought pieces’.
Say you are interested in taking a week’s sightseeing trip to Spain and come across this particular travel company advertising a 7-day road tour of Spain, and which reads as follows:-
“From the soaring architectural marvels that defy imagination to the vibrant tapestry of age-old traditions, Spain is a kaleidoscope of cultural treasures waiting to be explored. Embark on an exhilarating 7-day tour—one of the popular Spain vacation itineraries - that unveils the nation’s most captivating gems, immersing you in an extraordinary fusion of history, art, and local life.” Call us now and book your place for that trip of a lifetime”.
Would you waste your time calling them to find out, at the very least, which cities are included in the tour? Not many would. I for certain would not!
Getting back to that press release on the Spanish Theme Dinner, here’s an example of how it could have read (imagining for purposes of comparison that it includes the food on offer):-
“Spanish Theme Dinner, an enchanting culinary journey, will be held at hotel XYZ on every Thursday evening this month. Showcasing Spain’s gastronomic delights including its national dish ‘Paella’ – a mouth - watering combo of spicy saffron infuse rice, delectable seafood, tender chicken, fresh vegetables, ‘Cocido madrilène’ Madrid’s traditional stew which includes chickpeas, rich meats like chorizo and ham and assorted vegetables, ‘Txangurro’ the famous delicacy from the Basque region featuring crab meat mixed with a tasty tomato sauce and served in a crab shell. ‘Pulpo a feira’ from the Galician region is another seafood lovers choice featuring paprika-seasoned octopus served with potatoes. Savour your culinary journey as your explore Cordoba, Serville and Granada with chilled soups like ‘Gazpacho’ or ‘Salmorejo” – the former a refreshing combination of ripe tomatoes, cucumbers, olive oil, garlic, breadcrumbs and vinegar, whilst Salmorejo hailing from Cordoba is a tasty mix of similar ingredients. Round off your dining experience with a choice of delicious desserts that features Catalonia’s ‘Crema Catalana’, often compared to Crème Brulee. Call us on 12345678 now to reserve your table”.
The food and drink scene is hard to crack; making marketers’ work much more difficult. Great copywriting is crucial to get eyes feasting on your products – the right words will ensure your offer is at the top of the customers mind or recall. Hence, crafting F&B marketing and communications is akin to creating a culinary masterpiece.
Writing a great copy is like baking a cake. You need the right ingredients, the perfect mix, and zero mistakes. But sometimes, we accidentally throw in salt instead of sugar.
Ilzaf Keefahs is a freelance writer who enjoys focusing on hospitality related matters that he is passionate about, and likes to share his views with hoteliers and customers alike. He delves into the heart of hospitality to figure out both customer service and consumer trends that impact the industry
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