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Let Them Eat.

The right buzzwords can whet consumer appetite for your product.

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This story appears in the August 2000 issue of Entrepreneur. Subscribe »

What are the riveting hot-button words in your industry...the ones that can make consumers instantly glom on to your product? In the health-foods field, there are many of them-"organic" and "fat-free" are two examples. One I recommend to Suzanne Locklear, a Boise, Idaho, specialty food maker-is "longevity." It's a word that has a certain endorphin-like effect on health-conscious people. And applied to the line of specialty salad dressings Locklear is marketing, it could move a whole lot of veggie balm.

Currently, she's using personality-driven advertising for attention. Locklear has twice survived breast cancer, and she notes it in her advertising as a way to validate her health-consciousness. But it's not enough. I think she needs a button-pusher or two in the headline -promoting the health potential of her pour-overs. But, because overpromising in the health field is an infraction that'll get you 20 lashes from government regulators, you need to qualify your claims. My suggested headline is: "Suzanne's Five Tasty Longevity Secrets." A subhead would follow, saying, "Discover the dressings and marinades that burst with flavor, but have none of the no-nos experts warn are aging your body."

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