Whilst working at an independent art gallery (my second ever social media management job), I found that if I posted a photo of an artwork and included the price in the caption, it usually received no engagement AT ALL.
I quickly discovered that an identical post with a conversational caption and no mention of price would receive very high engagement.
Why was this?
I believe on an unconscious level, the audience believed that if they ‘liked’ the photo, they were also ‘liking’ the price - and perhaps by doing so even showing interest in buying the piece. Because the art I was marketing was often priced in the ££££’s, this would have indeed been quite a statement - one that perhaps they were not willing to casually make on a Thursday evening browsing Facebook.
Other language I now know to avoid through previous trial and error, is anything too ‘markety’ and clichéd.
This includes phrases such as:
- Now in
- Available now
- Now in stock
- Get yourselves down
- See you later
Instead use phrases like:
- Look what’s just arrived…
- We have some more of your favourite…
- We are loving these new…
- So excited to have these back…
- Join us for…
- Everyone’s loving our…
- We’ll be eating this for lunch…
Notice how by adding the pronoun ‘we’ (or ‘I’ if the brand represents one person), the faceless brand pushing for a sale, has now become ‘real people’ with preferences that are similar to the audiences (if you’re targeting the right market!). This is much more likely to grab the reader’s attention, and encourage them to engage with the post to show they approve of the subject matter and agree.
Think about what brands you personally engage with the most online, what language do they use? How does it make you feel, and how do you respond?
Write posts like that!