Are you marketing with the right recipes?

So I’ve never really had one of those jobs that people could define on their own. Doctor, lawyer, you know the type. Of all things that really leaves people scratching their heads is is saying you’re a recipe developer. It certainly wasn’t on my high school guidance counselor’s radar.

The truth is, if you’re not in the food business, you’re likely to search for a good recipe online. In the biz, you call a recipe developer. Why? To make sure that your product is highlighted in recipes that end up on Facebook, blogs, websites, pinboards–anywhere a consumer might look to figure out what they’re serving for dinner. Of course, with the number of recipes inundating the media today it’s difficult to tell a good recipe from a faulty one. Or is it?
Here are the top five things to look for in a well-developed recipe.

1. Does the recipe highlight your product in a way that other ingredients may not work as well?
A great example of this is the basic Rice Krispie Treat recipe. Sure, you could use other cereals to make these classic bars (and they have), but nothing is quite like that airy crunch of the original Krispie mix.

2. Is this recipe steeped in the familiar?
We are not a society of cooks or people who take lots of time to cook. If a recipe looks too strange, most will move on.

3. Does this recipe have a unique twist?
Whether it is simply the addition of your product or a spin that few people have tried before, giving your recipe an unusual flair keeps it from falling flat.

4. Is the recipe as short as it can be?
No one has time for extra work. The best recipes for the average consumer have minimal prep work and simple, fresh ingredients that do not require numerous herbs, spices and sauces for added flavor.

5. Does the recipe require the consumer to spend more than 30 minutes in the kitchen to prepare?
Sure, there are enthusiasts that spend days in the kitchen perfecting dinner, but most of us (even people like me who love to eat) have a 30 minute limit. This does not include passive cooking time like roasting or simmering. The best bet is to set active prep times to 30 minutes, so people will be sure to use your recipes over and over again.

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