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‘Real’ ingredients: every word matters

2010 March 1
by Helen Keevy

I was very excited to be eating a packet of crisps that “Contains Real Ingredients” yesterday. Personally, I prefer my crisps with real ingredients as opposed to… what? Unreal ingredients? Fake ingredients? Imitation ingredients? Those ultra-low-calorific virtual ingredients?

‘Natural’ ingredients I can understand. ‘Wholesome’ ingredients… fine. ‘Chemical-free’ ingredients – hey, I’m paying double, but I know what my money’s getting me.

But I’m eating real crisps (they’re going to my oh-so-real thighs, after all), so surely they must be made from real ingredients. Even if they’re chemically enhanced and test-tube grown they’re the real ingredients that go into these crisps.

You telling me that they’re real is really not selling them to me.  You’re wasting valuable crisp-packet frontage that could tell me something truly amazing about your product. Not the one single fact that is shared by every single product in the whole supermarket!

Real potatoes are a selling point. Real ingredients are not.

So next time you’re thinking how to market your product don’t just write words to fill the space. Each word is important.

Keep it real for those of us who’re going to read the things.

Need help with a word? Contact Core Copywriting.

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4 Responses
  1. Sara Star permalink
    March 1, 2010

    Sometimes real potatoes are modified too.

  2. March 1, 2010

    Too true Sara! Can’t argue with you on that one.

  3. March 1, 2010

    Put like that I would have to agree!

  4. April 3, 2010

    Perhaps is is to make you think that all the others are made from unreal ingredients.

Comments are closed.