When Writing Copy for Websites, Printed Material, Social Media & Menus We Need to Consider The Readers Perceptions
Michelin starred chef, Heston Blumenthal, tells a wonderful story of having spent weeks developing crab ice cream only to find few people ordered it. This story is about perceptions.
The dish was a wonderful mix of crab and lobster skillfully crafted into a flavour rich sauce that was then converted into the most equisite ice cream.
But no one bought it.
The idea of crab ice cream just didn’t work for most people. They perceived ice cream as something they’d eat at the beach on a hot day …. but not if it were crab flavoured. In their perception the words ice cream and crab never sit in the same sentence …. or on the same plate.
So he relabelled it as frozen lobster bisque and it sold like ….well not exactly like hot cakes but it definitely sold in volumes.
So what does this mean to us?
Many young people perceive education as being schoollike. Why wouldn’t they? It’s their only experience of education.
And if school wasn’t a positive experience, then they have every reason for thinking college is going to be the same.
So our job isn’t to sell them a course. It is to change their perception of education and then get them to realise we can also build them a career through a form of education that suits them … and it is nothing like school.
Likewise their perception of university versus college or apprenticeships. We need to challenge their perception, often reinforced by schools, that university is tgevoreferred option and college is or losers.
These basic principles apply across every sphere of marketing. The challenge is recognising the existing perceptions, what changes are needed and how to achieve it.