149. Baking it Down - I Adject...ive!

Baking it Down with Sugar Cookie Marketing 🍪

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☝️ I Adject...ive! - Using different words to sweeten the deal.

Your business will live and die by the words you use - either words used to make more sales or words used unintentionally to make a sworn enemy whose new purpose in life is to drag you through all the local community groups.

*shudders*

But in today's podcast, we're talking about words to sweeten the deal, deter an unwanted action towards a desired one, or let the client down niiice and easy (not community group draggin' round these here parts).

That one lil' word substitute made all the monetary difference. Now THAT, my friends, is a marketing t-i-p. And that's what we talk about this week - word substitutions that make a world of difference.

To kick off this podcast - Corrie and I bring two real-world examples:

• Paper Flower vs Eternal Flower
• Used Cars vs Certified Pre-Owned Cars

💥 Corrie, targeted in an ad for perpetually lasting flowers made from paper, 😳 was left sticker-shocked when the papery poppies' price came packed with a punch. $400 smackeroons for these Serbian Bellflower (I had to google "flower that starts with an 's'" to keep the pun game goin' - I have no idea what a Bellflower is).

She was later re-targeted in another perpetual paper pansy ad but this time, the company called the forever ferns "eternal flowers" - a simple word change made all the difference when it comes to price and associated value.

• 📜 Paper: cheap, easy to find, we shred it
• 👼 Eternal: sounds luxurious, lasts forever, ethereal vibes

Heather (ahem - me) has also been awashed in a real-world wheely-good example. Waiving the white flag of surrender on my attempt to make a 30-year-old car reliable, I'm back in the car market... the used car market. Or should I say... the certified pre-owned car market (heads up - I do not have a Mercedes budget despite what my hopes and dreams think).

Check out this version of a "used card" - Certified pre-owned. Fancy way of saying, "What someone didn't want, that we washed, and that we hope you buy."

Granted not all of these apply to everyone - but take what ya need, leave the rest.

• 🗣️ "I can't take your order - I'm booked." ▶️ "I can take your order for an additional $10 if that works with your budget."
• 🗣️ Pre-sale ▶️ Pre-Order
• 🗣️ Flash-Sale ▶️ "I overbaked - here are some extras for grabs!"
• 🗣️ "I've only sold 5" ▶️ "Only 5 are left"
• 🗣️ "We'll have to cancel" ▶️ "BoGo Tickets for a Limited Time"
• 🗣️ "These sold well last year." ▶️ "Back by popular demand!"
• 🗣️ "My class still has a few seats left." ▶️ "We have only 2 tickets left!"
• 🗣️ "I'm closing my pre-sale" ▶️ "Last day to get your order in"
• 🗣️ "I Have no orders next week - if you need something let me know." ▶️ "I can take 3 orders next week"
• 🗣️ "I don't have that cookie cutter" ▶️ "I can save you money by using a cutter I already have"
• 🗣️ "Here's the quote." ▶️ "Let me know if that fits the party budget?"
• 🗣️ "I don't offer discounts." ▶️ "Because these are custom-made for you, I don't have any wiggle room on price, but we could work on quantity!"
• 🗣️ "Home-made" ▶️ "Made-to-order"
• 🗣️ "The price is X." ▶️ "You're looking at an investment of X."
• 🗣️ "I don't offer delivery." ▶️ "I have flexible porch pick-up options!"
• 🗣️ "I cannot take your order." ▶️ "While I'm booked for that date, here are three bakers who have the same decorating style as me and may be able to take your order!"