“With a touch of sea salt”
That was the last line in a chocolate bar commercial I heard on the radio.
It was a woman with a French accent who said it. She did the whole commercial. It made me want that chocolate bar…because I love dark chocolate with salt, and she reminded me that I’m a sophisticated person who has a specific taste, not shared by everyone.
That’s the story she let me tell myself.
You know who didn’t narrate the commercial…Seth Rogan
It wasn’t Seth Rogan saying “oh and we toss some salt in there too”. That would have been a completely different story. Same product, different story.
It wouldn’t have changed the actual product (just sitting in a warehouse somewhere) at all, but the French woman with the “touch of salt” spoke to the audience who would want the chocolate.
I know, its basic marketing.
But all your videos, show posters, interviews, tweets, Facebook posts…it’s worth remembering that words matter, tone matters.
What’s your French accent? What’s your “touch of salt”? Who is the person sitting in their car buying into your commercial?
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I’m always interested in your perspective, whether affirming or dissenting. Continue the conversation anytime: gabethebassplayer@gmail.com