Premium Description Framework

A marketing technique where businesses highlight common features as unique selling points to create perceived value and justify premium pricing.

Core Concept

• Take standard features that customers don't know about and present them as special
• Works because customers lack insider knowledge about industry standards
• Common in watches ("quartz movement"), food service, and retail

Real World Example: Sushi Restaurant Test

• Worked with Dan Ariely (author of Predictably Rational) on menu engineering
• Created two versions of menu descriptions:
  • Basic: "Philadelphia Roll - salmon, cream cheese, cucumber"
  • Enhanced: "Philadelphia Roll - Atlantic fresh never-frozen salmon, authentic Philadelphia cream cheese, finely sliced cucumber"
• Results:
  • Enhanced descriptions allowed for higher pricing
  • Got more orders despite increased prices
  • Created perceived value through detailed descriptions

Key Principles

• Create specialized language around your product
  • Similar to wine industry's terminology
  • Helps customers feel more knowledgeable
  • Makes them willing to pay premium prices

Implementation Tips

• Focus on highlighting existing features that sound premium
• Use descriptive, specific language
• Create a "story" around common ingredients or components
• Don't invent false features - focus on truthful but impressive-sounding descriptions
• Target features customers don't fully understand

Marketing Psychology

• Leverages information asymmetry between business and customer
• Builds perceived expertise and quality
• Creates justification for premium pricing
• Works because customers want to feel informed about their purchases