Yes, recipe writers have to make readers want to rush into the kitchen. And readers need convincing. But must we sell, sell, sell?
I found these 20 terms below in a cookbook I edited recently.
What’s wrong with them? They’re generic. They’re overused. And I feel like I’m getting a sales pitch.
I put my least favorite term (no, not delicious) first. But “Perfect for any occasion” is delicious’s equivalent in value and vagueness. What exactly does it mean? Perfect for a funeral and your kid’s lunchbox? For a wedding or an after-school snack?
I bet the guy in the photo would use this term, if he thought it would work. It’s his job to snow you. But is it your job to snow readers?
Here’s my list of 20 tired sales pitches:
- Perfect for any occasion
- Minimum of time and effort
- You’ll rely on these recipes day in and day out
- Amazingly quick and easy to prepare
- Packed with flavor
- They taste like they took all day to make
- Will turn heads and wake up taste buds at your next gathering
- One taste and the delicious secret will be out
- Takes only minutes to prepare
- Easy and versatile
- Delicious and elegant
- Ideal for busy weeknights
- Great company fare
- For a satisfying meal anytime
- A delicious meal in minutes
- Guaranteed to get rave reviews and recipe requests
- Looks more time-consuming than it is
- Will satisfy any sweet tooth
- All the luscious flavor in a fraction of the time
- An elegant way to finish a meal.
Got more to add to this list? Or have you decided, after reading my 20 terms, that this cookbook sounds appealing?
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