Red? Yes. Delicious? Not so Much.
Today is National Apple Day which has me thinking about the saddest apple in the bin:
The Red Delicious.
The last time I bit into one, I thought, “Red? Yes. Delicious? Not so much.”
It was mealy. It was mushy. The skin was thick, kind of chewy, and very, very bitter.
All beauty. No substance.
It wasn’t always this way. The Red Delicious started out as the ugly one.
An Iowa farmer named Jesse Hiatt found a chance seedling growing in his orchard in Peru, Iowa. He named its fruit the Hawkeye. At least eight nurserymen turned it down. Too odd-looking, they said.
But Clarence Stark took a bite and said, “My! This apple is delicious!” He bought the rights and renamed it. “Delicious.”
Then things went sideways.
A chance mutation in the 1920s produced apples that turned red earlier, with a deeper, more even color. Growers loved that. They could pick the apples before they were ripe and store them longer. The thicker skin hid the bruises.
So they kept breeding for red. And the flavor went away.
In 2018, Gala passed the Red Delicious as America’s most-grown apple. For the first time in more than 50 years Red Delicious was second best.
I see Red Delicious marketing every day. Gorgeous websites. Slick email templates. And behind the shiny skin…
…mush.
No clear promise. No next step.
That’s what happens when you breed for looks. You spend the money where people can see it, and the part that makes someone buy goes soft.
I’m not against pretty. I like a good-looking email. But put the flavor in first.
Before you fuss over fonts and colors, answer one question. What will your reader get if they keep reading?
If you can’t say it in one sentence, no template will save you.
Polish the skin later.
Want to find out if your marketing is a Red Delicious? Book a free Plan-to-Prosper Blueprint Session with me at BookProfitSession.com.
I’ll take a bite out of what you’ve got, tell you where it’s crisp and where it’s mush, and we’ll map out a blueprint to help you attract more leads and land more clients.
Don't go away yet..
p.s. Coaches, authors, and consultants hire me to power-up their creative content and storytelling to captivate prospects, stand-out and book more business.
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