The Love Strawberry has become a trend on social media and has stood out as a product with strong commercial appeal, earning the title of “second Easter” among pastry chefs. For those who want to take advantage of this movement, more than a beautiful sweet or a competitive price, it is essential to know how to communicate honestly and inspiringly with the audience eagerly awaiting the sweet.
In a digital environment full of well-produced images, the differential lies in how the message is conveyed. According to Giovanni Begossi, a strategic communication specialist, selling well is understanding the impact of the right words at the right time. “The customer needs to see themselves in the product’s story. The purchase decision comes when they imagine how they will feel enjoying it,” he states.
One of the examples the expert likes to give is about the sellers who work at Copacabana Beach in Rio de Janeiro: “We buy a lot of things there simply because of the talk, they come and tell a story, reach our emotions, know how to use body language, connection, charisma, rapport, and the sale happens,” he reveals.
Giovanni, who is a two-time Brazilian public speaking champion and author of the best-seller “How to Speak Well and Get Rich,” shares 6 tips for making a difference in approach and communication:
- Use words that evoke emotion. Avoid cold and technical descriptions, instead of “strawberry with sauce,” try “a crunchy tenderness with the taste of childhood” or “that bite that makes the heart beat faster.” These are phrases that activate memories and feelings and facilitate the purchase decision.
- Show the backstage with truth. Capture moments of production, show the preparation, share small rituals. Consumers like to know that there is someone real there. ‘Authenticity is the new aesthetic. Those who work from home have a huge advantage and need to explore more, which is production with affection. Show this part whenever possible,’ explains Giovanni.
- Create stories, not just posts. Tell why you started making sweets, how you learned the recipe, how you found out and joined the trend of the Strawberry of Love. Stories create bonds and generate identification.
- Respond with affection, leave aside the robotization. When receiving a doubt or compliment on Instagram, avoid automatic responses. Call by name, thank with love, use emojis that convey who you are, this humanizes the brand.
- Invest in symbolic dates and personalized messages. Create kit options, notes with touching phrases, and promotions for special dates, like Father’s Day approaching. Personalization turns the sweet into a gift.
- Value the product with emotion, not with comparison. Show the differential of your product by talking about purpose: ‘Made with tranquility, at home, in an artisanal way, to sweeten special moments.’ This attracts those looking for more than just a simple sweet, but an experience.
