Most people wouldn’t dream of paying that much for something so mundane. But people frequenting an innovative New York Steakhouse are doing just that. In the first four days after management added a $41 hamburger called “The World’s Most Decadent Hamburger” to the menu, 203 people have ordered it. At $41 it is by far the most expensive hamburger in New York City.
How did they do it?
This 135-year-old steakhouse took the ordinary hamburger and turned it into a unique gourmet meal that customers are clamoring for. First, it’s made with 20 ounces of premium ultra-tender Kobe beef. Kobe beef, imported from Japan, comes from cattle raised on beer and massaged daily to make the meat soft and succulent.
As if that’s not enough, cooks made the burger even more appetizing by putting a piece of basil, parsley and honey herb butter right smack in the middle of the beef patty. When customers bite into this burger the melted butter gives them a surprising shot of mouthwatering goodness un-heard-of in any other burger. On patron exclaimed, “This is the tastiest burger on earth.”
On top of that cooks add exotic Portobello and shitake mushrooms and shredded baby micro greens. The place this delicious medley of tasty treats between two halves of a special freshly baked hamburger roll.
And forget the Heinz and French’s. This burger is fit to be spiced by only the best in homemade ketchup, mustard or horseradish sauce. And that’s not all. It comes with classic garlic shoestring fries.
Maybe now it’s not surprising that Old Homestead Steakhouse has hit the mark with customers and sold 203 $41 hamburgers in just four days. They created a hamburger that’s unlike any other. It’s unique and noteworthy. There’s a story around it. And it’s irresistible. As Restaurant owner, Marc Sherry said, “This (hamburger) is an event.”
This story offers two important lessons for copywriters:
1. The unique and interesting story about this burger has gotten a lot of attention
2. The compelling benefits backed by plausible and specific details got people to buy
It’s up to the copywriter to find the interesting story that attracts people’s attention and the unique specific benefits that get people to buy. Diligent and detailed research is the key. The best copywriters spend half their time on research and the other half writing. Without adequate research, even the best-written promotion will get mediocre results. The more research you do the more precise and persuasive your copy will be. That’s because being specific dramatically improves your credibility.
A sales letter filled with vague generalities is invisible to readers. They just won’t take the time to read such obvious puffery. Don’t use unsubstantiated superlatives like: “Best restaurant in New York”, “Lowest price available anywhere,” or “The coolest site on the web.” No one will believe you and no one will care. These kind phrases are perceived as insincere hyperbole, and are immediately discounted. Statements like these count for little and damage your sales effort. Whatever you say from then on will be read with a healthy dose of skepticism.
By instead making specific statements your sales letters will be more interesting and much more likely to be believed and read. If you say, “Our prices have been reduced”, it has little effect. But if you say “We have reduced our prices by 25% for the next tens days only, to clear inventory”, people will believe it because it is specific and verifiable.
A retailer saying “Lowest prices in Chicago” would do much better saying “We’ll beat any price” or “We sell at 3% over dealer’s cost”, and then standing by it. The specific statement is very impressive and believable. The statement that “34,890 people have bought our training manuals” is stronger that “Nearly 35,000 of these manuals have been sold.” The first sentence tells readers that you are reporting the results of a strict and accurate count. The second phrase sounds like it could have easily been plucked out of thin air.
