The Morango do Amor (Strawberry of Love) became a trend on social media and stood out as a product with strong commercial appeal, earning the title of ‘second Easter’ among confectioners. For those who want to capitalize on this trend, beyond just offering a beautiful sweet or a competitive price, it’s essential to know how to communicate honestly and inspirationally with the audience eager for the treat.
In a digital environment full of well-produced images, the difference lies in how the message is conveyed. According to Giovanni Begossi, a strategic communication expert, selling well means understanding the impact of the right words at the right time. ‘The customer needs to see themselves in the product’s story. The purchasing decision comes when they imagine how they’ll feel savoring it,’ he says.
One of the examples the expert likes to give is the vendors working at Copacabana Beach in Rio de Janeiro: ‘We buy a lot of things there simply because of their smooth talk—they come and tell a story, touch our emotions, know how to use body language, connection, charisma, rapport, and the sale happens,’ he reveals.
Giovanni, a two-time Brazilian public speaking champion and author of the bestseller ‘How to Speak Well and Get Rich,’ shares 6 tips to make your approach and communication stand out:
- Use words that spark emotion. Avoid cold, technical descriptions—instead of ‘strawberry with syrup,’ try ‘a crispy little touch of childhood’ or ‘that bite that makes your heart beat faster.’ These are phrases that activate memories and feelings, making the purchase decision easier.
- Show behind-the-scenes with authenticity. Capture moments from production, show the preparation, share small rituals. Consumers like knowing there’s a real person behind it. ‘Authenticity is the new aesthetic. People working from home have a huge advantage—production with affection. Show this part whenever possible,’ explains Giovanni.
- Create stories, not just posts. Share why you started making sweets, how you learned the recipe, or how you discovered and joined the Morango do Amor trend. Stories build connections and foster identification.
- Respond with warmth—skip the robotic approach. When receiving a question or compliment on Instagram, avoid automated replies. Use their name, thank them warmly, and use emojis that reflect who you are—this humanizes your brand.
- Bet on symbolic dates and personalized messages. Offer kit options, notes with heartfelt phrases, and promotions for special occasions like the upcoming Father’s Day. Personalization turns a sweet into a gift.
- Highlight your product with emotion, not comparison. Showcase its uniqueness by focusing on purpose: ‘Made calmly, at home, crafted by hand—to sweeten special moments.’ This attracts those seeking more than just a treat, but an experience.
