saw this thing about omaha steaks trying to pivot away from all that fluff. they're basically dumping words like 'gourmet' or 'quality' because it's too vague for gen z. apparently their conversion rates jumped 46% since they started being more direct with the details. i had a client last month who insisted on using 'premium' in every single caption and it was such a disaster. honestly, seeing them lean into specifics like hand-cutting and us-sourced meat makes sense.
>Consumers are busy and they don't want to have to give you guesswork to understand what we mean when we are saying quality.ngl, i think most brands overcomplicate things way too much. it feels like everyone is terrified of being boring so they just use these empty buzzwords that mean nothing. if you can't tell me exactly why your product is better, why even bother? it's hard to pull off that 'no bull' vibe without sounding like you're trying too hard though. i wonder if this works for every industry or if it's just because people actually care about where their meat comes from.
full read:
https://www.marketingdive.com/news/inside-omaha-steaks-efforts-to-ditch-marketing-bull-and-attract-gen-z/832062/