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May 4, 2020

How To Improve Your Restaurant Captions and Writing

If you have a restaurant the web 2.0 age, you need content to get the word out about your business.

A restaurant’s main source of content is eye-catching, drool-producing, Instagram-worthy photos and videos.

But producing those high quality photos and videos are only half the task.

Along with each photo and video, you also need some text to support the visuals

Today I am going to show you what you can do to instantly increase the value of your media by adding even more eye-catching factor to your writing.

Basics of writing

Copywriting is basically sales in writing format.

You are writing something to someone to sell them on buying something.

Buying wouldn’t necessarily mean to make a purchase, but it could mean taking the next step towards purchasing, like getting directions to your restaurant.

Copywriting is usually broken down into a couple of factors:

  1. Social proof – you need to let your reader know that other people are enjoying your products and services
  2. Scarcity – you need to let your reader know that there is a special

Adding Social Proof

One of the ways of instantly increasing the value of your copywriting is to include social proof.

Social proof can come in many forms including reviews, testimonials, pictures of people using your products or service, etc.

If you are a restaurant, you must have at least a couple reviews already.

You can easily convert those reviews into a format to copy and paste into your copywriting.

Here’s how I did it:

I was writing an ad for a restaurant that wanted to get more foot traffic.

I found a way to directly turn web traffic into foot traffic, and it involved writing an ad for a specific dish. In this restaurant’s case their best seller was a Lobster Roll, so I found a review on that:

First, I copy and pasted this review to a word document.

In some cases, the review you find will be much longer than you need.

When you have a long review, you can easily shorten it by doing this:

First, copy and paste the review to a document.

Then, shorten it by taking the part you need and putting it inbetween “…[insert part you need]…”

For example, I can shorten the review I picked above by saying:

“One of the best lobster rolls in the Bay Area…”

Then, to capture the attention of the reader, I will input the 5 stars above, below or next to the text. I can input the 5 stars by using emojis. This is the emoji that I use: ⭐️

I use 5 of them like this: ⭐️⭐️⭐️⭐️⭐️

Then, the last thing I want to add to the review is the name of the reviewer so my knows that the review is real.

All in all, the review will look like this in my copy:

“One of the best lobster rolls in the Bay Area…”

-Grace Y. ⭐️⭐️⭐️⭐️⭐️

I also like to put multiple reviews if they are available. I’ll put up to 3 reviews in my ad copy.

Now that we have our reviews, where should we put them?

In my copy, I like to sprinkle them throughout just to keep the reader engaged. So, I’ll put them inbetween every paragraph or every other paragraph, depending on the number of paragraphs in the copy.

Putting reviews in my copy has really helped my advertising ROI a lot. In my advertising ROI, I saw a 5x ROI on online orders and a 5x ROI for walk-in traffic.

What reviews will you add to your copy?

Comment below if you’ve used this before and how it has helpe you.

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Wilson Muh


Wilson Muh

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