5 top tips to improve your writing, from a food and hospitality copywriter.
Make it interesting!
I’m sorry to have to tell you this, but people aren’t generally interested in reading about food, they’re interested in eating it (and all the reading is just getting in the way, frankly). So, if you’d like to make them eat their words, and be interested in reading yours, you have to put a little thought into them.
Remember that reading is a transaction. So, as a reward for paying you their attention, give your reader something that was worth their time. People either want new information that’s going to improve their lives (…such as this blogpost), or they want something that’s memorable. If it’s worth thinking about twice, it was worth reading once.
If you want to drive engagement, be engaging.
Keep it sensory
Flavours, sensations, scents, and sounds can make your writing more immersive. So, what does this mean in terms of food writing? It means your reader will practically be able to taste your words.
Is it streaked with silky ribbons of caramel? Creamy, spoonable, and decadent? Coated in a light crispy batter? Dripping with warm milk chocolate? Please tell me if it’s dripping in chocolate.
Once you’ve written something down, read it out loud,then ask yourself – does it stir up some cravings?
“Yes, it does” – Fantastic! Go get a snack, you’ve earned it.
“No, it doesn’t” – Bad. No snacks for you. Go think about what you’ve done.
A picture paints a thousand words
… and a gif paints at least three thousand. People eat with their eyes. If you have the option to include an image or two, you absolutely should.
Play to your writing strengths
If you have an eye for delicious descriptors, then throw in a few of your best tasting adjectives. If you’re an alliteration aficionado, then tell people that your sorbet is sumptuously smooth.You can never go wrong with a good amount of assonance (this is when similar sounding words or syllables are grouped together – think of all the ‘I’ sounds in ‘I’m loving it’).
People like patterns. They also want to hear a bit of the person behind the words. Put a little of yourself into it.
If you’ve never heard of these terms before, but people are already telling you your content is great, then no worries! Don’t overthink it. A lot of people use techniques such as these, without even realising they’re doing it.
Spare a thought for social media, and SEO
Imagine you’ve met someone who’s never eaten your favourite food, and you only have 125 characters to convince them what they’re missing.
Optimising your content for search engines and social media should be a priority. Your reader isn’t the only person deciding if your words are any good – as the old saying goes, only Google can judge me.
Fortunately at Ignite, we have a team of social experts and marketing gurus who know exactly how to keep track of the latest trends, and put the food into your Instagram feed.
Click here for some expert advise from our social team
Good luck with your future food endeavours!