Have you heard of Dubai chocolate?
It’s an indulgent chocolate bar filled with pistachio cream and crunchy kataifi pastry – and yes, it’s as yum as it sounds.
After taking off on TikTok, it became a global sensation, resulting in sell-out product launches, queues outside stores and countless copycat creations.
I just finished watching a documentary about this craze that swept the internet (if you’re a chocoholic or live with a young person, you’ve no doubt got a block in your pantry – unless someone’s already polished it off, that is!).
This film was a fascinating look into the viral phenomenon – but there was one part in particular that appealed to my marketer’s palate and really made me think.
At one point, the creator of Dubai chocolate said: “We’re not in the business of selling sweets – we’re in the business of selling culture.”
YES.
Such a great way to phrase it – and something I very much align with, both in my own business and when advising clients.
But what does it actually mean, and how can you incorporate this recipe for success in a way that works for you?
Here’s a taster…
Focus on your outcomes, not your services
A great example of where this focus could work is your website copy.
Here at Crisp, when we meet with clients to discuss their website content, we always ask them, “What outcomes will people achieve from working with you?”
Often in response to this, they’ll rattle off a list of the services they provide: self-managed super funds, retirement planning, estate planning, and everything else they do as a financial adviser.
Instead, we want to know how your services make your clients feel and what they gain from working with you – so we weave that messaging throughout your website.
Because “We help people sleep easy at night knowing that their finances are taken care of” or “We help people retire with confidence” are a lot more emotive and compelling than simply saying, “We help with tax planning.”
This outcome-focused messaging should flow from your website into your social media, your newsletters, and every touchpoint you have with potential clients.
Because your services are the sweets in this scenario – but the feelings and outcomes surrounding them are what people really buy.
Make your messaging more delicious
Taking a leaf out of the Dubai chocolate marketing playbook could help potential clients fall in love at first bite.
So, the question is: what can you do to make your business more moreish?
Need some ideas? We’d love to help! Book a chat here – BYO chocolate optional but encouraged.
Want more marketing inspo? Read my recent articles “The Chemist Warehouse trick every small business should steal” and “The Pancake Principle – and why it matters for your marketing”.