When messaging your product, don’t say what’s missing.
Renaming the βπ¦πππ-ππ«ππ ππ«πππ€πππ¬πβ to βππ’ππ₯π-π π«π¨π°π§ ππ«πππ€πππ¬πβ made diners 200% more likely to pick the plant-based option.
&
renamed βπ€π’π³π³π°π΅π΄ πΈπͺπ΅π© π΄πΆπ¨π’π³-π§π³π¦π¦ π€πͺπ΅π³πΆπ΄ π₯π³π¦π΄π΄πͺπ―π¨β to βπππππππ ππππππ ππππππ πππππππβ.
Doing so increased sales of the carrots by 25%.
Why? Loss aversion. Losses hurt more than gains feel good, even if we say we want less of thing (e.g. sugar).
caveat: disregard this if what your product is missing is what you’re turning into an enemy to stand against (e.g. Liquid Death’s death to plastic tag).