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Each menu item needs its “elevator pitch” summed up in a sentence or two. Concise and compelling copy sells. Here are some more tips and advice about menu design copywriting.
Copy Can Make Or Break Your Menu
Copywriters with big ad agencies can get $50,000 or more for a single three or four word tagline. The reason clients would pay so much is they understand that a well-worded headline, or tagline, or block of copy can make a product stand out and produce millions in returns. Menu design copywriting can make or break a brand and a menu.
Menu Items as an Online Dating Profile
A fun visualization for helping your menu team think about copywriting is to have them imagine the menu as an online dating site. Each item on the menu is marketing itself for a date with your customers. The menu item wants to be found and ordered. Your job is to help them be positioned in the best possible light.
Menu items can’t speak for themselves so visualize each of your menu items in your kitchen reliant on your description of them to get a date. The menu description is sort of like the online dating site profile. It should reflect the personality, have a catchy headline, be short and to the point while still being communicative and compelling, should be accurately descriptive (truth in advertising), should be creative to stand out from the rest and not be boring/mundane, should say more than the obvious.