| Once you have identified your customer's needs, you | | | | churned. |
| need to communicate your offering in language that | | | | Studies have likewise shown that people prefer |
| inspires them to take action. | | | | exotic names of colors, rather than the tried-and-true |
| Both the restaurant and consumer paint industries | | | | simple names (blue, light blue, sky blue, navy blue, |
| know this very well. | | | | etc.). For example, here are names from Dulux Paints: |
| Here's some of the offerings from the restaurant at | | | | Japanese Maze, Caymen Lagoon, Sultan Spice, |
| Madrona Manor: | | | | Mexican Mosaic, Peppermint Beach, Fragrant Cloud, |
| Seared Hokkaido Scallops | | | | Shangrila Silk, and African Adventure. It doesn't |
| Eggplant purée, compressed zucchini, lardo, | | | | matter that the names don't convey the color group |
| spicy basil | | | | (red/blue/yellow). They are the names you see when |
| Liberty Farms Duck | | | | you look at the can of paint or the color swatch and |
| Roasted breast and crisped confit, hazelnuts, summer | | | | they sound so...exotic. And if you use an exotic |
| beans, quinoa | | | | named paint, you hope your life is now a little more |
| Cart "a Glace" | | | | exotic. (Do you think you know what names match |
| Ice Cream Sundae, hand 'churned' tableside with | | | | the color? Play the Paint Game.) |
| minus 324º nitrogen, chocolate sauce, almonds, | | | | So in your next marketing copy, take out the |
| whipped cream, cherries on top | | | | thesaurus to find juicy, emotional, and exotic |
| The key to their mouthwatering copy (for me, at | | | | adjectives that will inspire your prospects to take |
| least) is in their choice of adjectives: seared, Liberty | | | | action (and separate yourself from your hum-drum |
| Farms, compressed, roasted, crisped, and hand | | | | competitors). |