After your photos and appropriate price have captured consumers’ attention, potential diners want to know more about your supper club. What is it? Is this event really something I would enjoy? Is this worth the price I’ll pay to go, or should I stick to the local pub I know to be decent? These are questions all consumers will ask, and the description of your event needs to answer these questions.
But to draw in more diners, your supper club’s description must do more than answer their questions. It must convince them that your supper club is worth more than the ticket price. To achieve this, you must tap into the customer’s mind and choose the right word, the right phrase, and the right tone to best persuade the customer:
1. Be Clear and Concise About What You’re Offering
If diners cannot understand the main points of your supper club, they are not going to come. Within the first 100 words tell them what type of food you plan to serve, what is the theme of your event, and what is the purpose of this event (this is especially important if your pop-up is fundraising for a cause near and dear to your heart).
Consumers will read your description like they read the daily news: they read until they understand the gist of it then read no further. Employ the inverted pyramid method, and include all the of the important information at the top. Grub Club makes this easy for you with our event formatting: a title for your supper club, a sub-heading underneath, and the description of your event below. Write a creative sub-heading as your “lede” to draw in potential diners so that they want to read the rest of your description. Not only will this help the reader understand what your pop-up is about but it will also help you organise the information you choose to include in your description by ranking what is most important.
2. Use Language the Average Londoner Will Understand
A simple but easy mistake, using terminology that your diners don’t understand can confuse diners and steal them away from your supper club. This is especially important when you use culinary terminology or phrases not recognizable to many Britons. Here is a good example of two phrases promoting an event for French cuisine:
“Bite into our freshly made, al dente pasta.”
“The first course will feature our favorite amuse bouche, followed by a vegetarian main course.”
While most customers are familiar with “al dente”, many will not know that “amuse bouche” is a French phrase for bite-sized food to amuse the mouth and wake-up the palate. If the prospective diner does not know that phrase, he or she will not understand what you’re serving at your event and will likely not take the time to look it up. Instead, give the reader context clues as such:
“The first course will feature our favorite amuse bouche to wake up your palate with bite-sized starters.”
Otherwise, eliminate the word entirely and use word that every diner will comprehend.
3. Advertise What Is Unique About Your Pop-Up
Your supper club is one of a kind, so tell the diner why. Highlight what your event provides the consumer than no other pop-up or restaurant will, and be concrete in those statements. If you are serving stone-oven pizza at your event, emphasize that the pizza will be made using a stone oven. If you are grilling burgers, what makes your burger better than the restaurant down the street?
Once you’ve established what makes your supper club unique, remind the potential diner of that uniqueness several times within the description. You don’t have to say stone oven every sentence, but if you include the phrase “stone oven pizza” three times in your description, your customer will remember your event as “the stone oven pizza event” rather than “just another pizza event.”
4. Offer an Experience to the Customer
Does your event transport your diners to a tropical island far, far away? Does your food introduce the consumers to a flavor they have tasted before? Or does your event simply offer a chance for people to sit back and not worry about what to make for dinner than night?
All of these are experiences that your event can promote to potential diners. By thinking of your supper club as an experience rather than just a delicious meal, your event and its description will offer the consumer an all-inclusive meal that cannot be repeated at a typical restaurant.
5. Back to Pain vs. Gain
Depending on your diner’s spending habits, the gains your pop-up offers should appeal to utility as well as pleasure. More conservative consumers will not be swayed by the simple and unconventional pleasures your event provides; they require a more tangible gain. “This event offers a healthy alternative to your typical fish and chips” will appeal more to these consumers than saying “This version of fish and chips is one of a kind.” More liberal consumers will be more attracted to the uniqueness and the experience your supper club offers, so the description of your dinner must entice both conservative and liberal spenders to your table.
6. Buzzwords Grab Consumers’ Attention
Diners searching for a specific themed event are searching for keywords like vegan-friendly, meat lovers, curry, French, Indian, vegetarian, organic, etc. If your supper club features any of these, be sure to include it in your description.
Other buzzwords can be employed to a wide variety of events to capture diners’ attention. Trending words like “all-natural”, “organic”, “healthy”, and “seasonal” will create a positive association with your event’s food and the consumer’s desire to be healthy and eat great food.
To successfully incorporate buzzwords, imagine your supper club as if you are the consumer looking for a special event. If your pop-up is not healthy, organic, or diet-friendly, don’t advertise that. Try thinking of your pop-up in a different light, perhaps as a “night to splurge” or a dinner that will fill your diners’ stomachs and stressed minds. These buzzwords (stress, splurge, filling) can be just as effective as health-related buzzwords, and your description will be an honest representation of the experience your supper club provides.
No diner will buy a ticket to your supper club without reading your pop-up’s description, so it’s important that your description is as enticing as your food. When you write your description remember you are writing it with the consumer as your intended reader. What you leave out of the description, the consumer will never know. Likewise, what you include in the beginning of your description is what the consumer will remember most.
A supper club’s success will not come from its food alone. Effective marketing techniques using the psychology of the consumer is just as important as a set of sharp knives. From determining an appropriate price, finding the best and enticing pictures, to the description about your event, you can wield the psychology of buying to bring in more diners and more profit. When you market yourself using these techniques, your diners will focus on the most important piece of your supper club: the food. ◊