I got a lesson in teasing content last Saturday night with a party of friends dining at West Edmonton Mall’s trendy “L2 Grill.”
While our group was in the midst of dinner we observed closely as our waiter attended to another table by creating a Caesar salad table side for them, using some surprising, unique ingredients.
So, we all took a chance and asked him to whip up Crêpe Suzette for our dessert.
He came to the table and did his culinary magic right before our eyes, culminating of course with a colorful flambé.
Then, after dessert as he refilled our coffee cups he made sure that our dinner was exceptional for everyone and also confirmed that the crepe was delicious. After doing so, he informed us that L2 is the only Edmonton restaurant to create Caesar and suzettes table-side.
We all agreed that we’ll be back again and again for more of that.
The lesson: there’s certainly nothing wrong with trying to recycle your audience into great content experiences by "selling" them in advance, but there’s no better time to do so than right after you’re absolutely certain that the reception to your "benchmark/event" is 100+% positive.
Less description and hyperbole is required; success is assured.
1. Do what listeners love.
2. Ascertain for sure that they did love it.
3. Invite them back with appointment listening when you plan to offer an equally pleasurable event.
A big menu of dishes that everyone else also serves, simply presented a lot better than the rest, won't drive as much loyalty and regularity is becoming famous for a select few delightful experiences no one else does but you.
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