I went out to lunch this week at a Southern restaurant with the ambiance of pure New Orleans. Mardi Gras beads were tossed over chairs and masquerade clowns were propped up in corners. Mardi Gras is, after all, next Tuesday, February 20, and I live in the deep South.

We sat next to a table of elderly Southern gentlemen who were eating the most unusual looking dessert. We learned it was bread pudding, but it didn’t have the typical crust found on most bread puddings. In fact, it looked like a large scoop of vanilla pudding bottom side up.

We were talking about their dessert when the men stood to leave.

Now here’s the part you need to hear.

One of the men heard us and walked over to our table. He said, “It’s so good they serve it in heaven.”

Wow.

What do you think we did? What do you KNOW we did? We ordered some. Do you think we shared a piece? Of course not.

In that one little sentence, he described that dessert in such a way that we just had to order it. No questions asked. Do we ever order a dessert at lunch? Absolutely not.

Could he have described the dessert any better? I’ll let you be the judge of that.

How did it taste? It was the best bread pudding I’ve ever eaten. I’m sure they do serve it in heaven, especially since he said so. He acted like he knew.

As I’ve told you before, everything I hear or do all relates back to Web sites, and this story does too.

How do you describe your products and services? As this Southern gentleman made it perfectly clear, you don’t even have to describe the product itself for us to get the point. His words sold us.

Look over your own products. We tend to think in terms of “best” and “greatest” and other worn-out words. Instead, try some new words and sell your potential customers on your products without really “selling” them simply by the words you use.

It’s so good they serve it in heaven. That sure says it all, doesn’t it?

Robin