Let them taste the ham

What started as a somewhat silly conversation in the car led to some deeper insight about marketing and what sells.

While driving home from a dinner party with my sister-in-law and adult daughter, we started talking about food. I mentioned that I never knew the differences between what could be considered common foods, such as chocolate (now I know) and ham. I then relayed this story:

Recently I was at the deli and asked for ham. The counter woman replied, “Do you want Virginia ham or Bavarian ham?” I said, “I didn’t know there was a difference.” I then asked, “What kind do you like?” She replied, “Bavarian.” I would have chosen Virginia ham because that’s what I knew. So, then I asked to do a taste test to determine if I could be persuaded to try something new. After trying both, I found that the Bavarian was a bit smokier and tastier than the Virginia ham, and I made a choice that I otherwise wouldn’t have.

Photo by Liz Cezat, Cezat Creative Resources, Inc.

After I finished telling this story, I was surprised when my sister-in-law – whose figure rivals that of a teenager because she monitors everything that she eats – said, “I want some ham when we get home.” This was after dinner, mind you, and it was about 11 p.m. when we got to my house, where she was staying as a guest. It amazed me that I had convinced someone to try something just by talking about an experience related to it.

The lesson? Appeal to one’s senses when you are persuading someone to try something new.

I don’t know how to do that with a brochure but here goes: Imagine holding in your hand a brochure with real paper. Is it thin or thick? Does it feel cheap or elegant? Does it have texture? Are there photos in it? Are the photos colorful and exciting? Do they relate well to the products or services detailed in the brochure? Do the subheads entice you to want to read more? Does the copy guide you through the offering from beginning to end without smacking of guile? Are you motivated to find out more about this company by visiting their website? Are you intrigued enough to consider how their product or service could help you or your business?

How important is it to break through the barriers of communication and get someone to try something new – particularly your product or service? The appeal to one’s senses is a powerful sales tool.

Can color make you happy?

Photo by Liz Cezat, Utah.

How important is color in your life? If you live in a world of beige or black & white, you might not notice how much vibrant colors or a subtle hue can stimulate your senses: not only your eyes, but also your imagination. People living in a beige world may not be fully cognizant of their surroundings while those who live in a black & white world may view the landscape simply as a backdrop to the business of life.

For the left-brain readers, I will correlate these colors to my PMS book. In this reference, PMS does not refer to Pre Menstrual Syndrome, rather it’s a book of color swatches with numbers known as the Pantone® Color Formula Guide. It is an indispensible tool for graphic designers and art directors.

Today, when I stepped out of the shower, I reached for my towel. It was poppy-pink (PMS 1787). Not the usual beige. I felt uplifted with this new color. Then, I realized that poppy-pink is such a cheerful color, how can you not be happy when you see it?

Yesterday, while watering the flowers in my garden, I noticed that the marigolds were not just yellow, some were golden yellow (PMS 116) yet others were a vibrant orange (PMS 21) and others were burnt red (PMS 186) – all stemming from the same stalk. These intense colors made me appreciate the true beauty of a marigold.

While planting in a friend’s cottage garden the other week, my boyfriend instructed me to put a pot of geraniums into a bed of deep green groundcover. I asked, “Why? It’s all green there.” He replied, “It could use a pop of color.” He was absolutely right. That flash of red was the perfect foil to a mass of green leaves.

When creating materials for print (newsletters, annual reports) or the web (websites, e-newsletters), my graphic designers always play off colors. If someone is wearing green in a photo, they create a green element elsewhere on the page or use a complementary color – such as red. I appreciate color as an art form. I see how it stands out, makes you take notice and might even change your perspective.

Picture this: You're walking in the rain on a city street in the bad part of town and you've sunk into a dark mood. Then you see a yellow car. It's the brightest spot on the dreary, rain-soaked street. All of a sudden you think of the sun and you involuntarily smile. That spot of color makes a connection that lifts your mood.

Just for a day, observe the colors that strike you. How does color affect your mood? I don't think it's a stretch to say that color connects us to the world and has some sway in increasing our happiness.