The 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 bakers. For those who want to take advantage of this movement, more than a beautiful treat or a competitive price, it is essential to know how to communicate honestly and inspiringly with the audience that is eager for the sweet.
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 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 when savoring it," he says.
One of the examples that the expert likes to give is of the vendors working on Copacabana Beach in Rio de Janeiro: "We buy a lot of things there simply because of their talk, they come and tell a story, they touch our emotions, know how to use body language, connection, charisma, rapport, and the sale happens," he reveals.
Giovanni, a two-time Brazilian champion in oratory and author of the bestseller "How to Speak Well and Get Rich," shares 6 tips for making approach and communication make a difference:
- Use words that evoke emotion. Avoid cold, technical descriptions; instead of "strawberry with syrup," try "a crunchy affection with a taste of childhood" or "that bite that makes your heart beat faster." They are phrases that activate memories and feelings and facilitate the purchasing decision.
- Show the behind-the-scenes with truth. Record moments of production, show the preparation, share small rituals. The consumer likes to know that there is a real person there. "Authenticity is the new aesthetic. Those who work from home have a huge advantage and need to explore it more, which is producing with affection. Always showcase this part whenever possible," explains Giovanni.
- Create stories, not just posts. Tell us why you started making sweets, how you learned the recipe, how you found out about it, and how you got involved in the Love Strawberry trend. Stories create bonds and generate identification.
- Answer with affection, set aside the robotization. When receiving a question or compliment on Instagram, avoid automatic responses. Call by name, thank warmly, use emojis that convey who you are, this humanizes the brand.
- Bet on symbolic dates and personalized messages. Create kit options, tickets with touching phrases, and promotions for special dates, such as the upcoming Father's Day. Customization turns the sweet into a gift.
- Value the product with emotion, not with comparison. Show the unique aspect of your product by talking about the purpose: "Made with tranquility, at home, handcrafted, to sweeten special moments." This attracts those seeking more than just a simple sweet, but an experience.
