Two ways to add to experiences through communication

Two ways to add to experiences through communication

To heighten an experience you can create expectations and/or you can condition the experience.

• To heighten an experience can be fairly straightforward.  For instance, you tell the customer what to look for. 
  E.g. Wines2You, the wholesale organic wine importer, include tasting notes with their wines stating things like ‘notice the flavours of buttered toast, some say slightly burnt toast’.  Suddenly the client tunes in to these flavours and probably passes on this titbit of information to friends when drinking the wine.
• To condition the experience you need to add a creative idea.  This adds to the experience, often in terms of romance or mystique.   
  E.g. Wines2You tasting notes go on to say how Keith, the owner of Wines2You, first met Enrique, the owner of the vineyard, early one scorching summer’s morning in the northernmost part of Spain, celebrating the birth of his first child in one of the sixteenth century caves at his smallholding…

It adds to the “sizzle and the steak”.

Robert Craven of The Directors' Centre

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