Want people to desire your sustainable product? Make it concrete

"Look serious, speak professionally…" – the best advice you can take and flush down the toilet. If you want your clients to crave what you sell.

People desire what they can picture.

Compare these phrases:
– "Sustainable nutrition" vs "Reduce your cholesterol with a plant-based diet"
– "Circular solutions" vs "Turn your food waste into compost"
– "Climate resilience" vs "Spot wildfires before they spread"

The phrases on the left look serious and professional.
But...
What's WRONG with them?

☞ They are generic. They describe abstract ideas that are difficult to visualise, and use words that people don’t say in everyday life.

What's RIGHT with the phrases on the right?

☞ They're concrete. They directly describe what people will get and use normal human words.

What's in it for you?

☞ If you want to spark desire for your sustainable and eco-friendly solutions, use specific words. Describe what people will experience in concrete terms. Help people actually picture what they will get.

Do it across your website, decks, ads, LinkedIn posts, and every place where your potential clients can see it.