If someone of high prominence, let’s say a king or queen, was to grace your business establishment, imagine the wild fanfare it would attract and surge in new customers it would bring. Suppose this royalty figure chose to purchase an item of accessory in your store and while being attended to, requested out of the blue, a purple wig to go with the purchase. However, the item is not part of your store’s product line.

Would you flatly refuse to entertain the obtuse request? Or would you jump over the register counter, scamper three blocks down the road and return out-of-breath with a Revlon classic style wig in purple? There is no doubt that you, like most people would skip across town—scale a fence if you had to—in order to satisfy a client of this magnitude, otherwise you wouldn’t be in the consumer business. The customer is king remember (in a gender-neutral sense), or are they? At some point in the business model the lines got blurred.

The Barometer of Growth

I enjoy a good brew of coffee any time of day. Evidently, Starbucks, Dunkin Donuts and Krispy Krème knew that and have reaped the benefits, becoming the darlings of millions of consumers like me. Coffee and a sweet treat appeal to our sense of reason and emotion at the same time. Having good coffee in the mornings is a call of duty for many of us and having a doughnut along with it, well that’s just an impulsive emotional complement.

These iconic brands have achieved phenomenal growth expansion based on a simple business concept: meet consumers’ demand and they’ll show you the money. Fast foods chains are trendsetters of this business principle. They’ve shown their prowess by getting consumers to beg for more convenient happy meals at economic prices, attractively arranged and topped off with your kid’s favourite toy.

The Lure of Conglomerates

Consumers realised they were no longer in control when their children started whining after a MacDonald’s meal rather than their best home cooked version. Like addicts, we start out thinking: “I’ll stop when I want to,” but somewhere in the midst of subliminal advertising and saturated fat nuggets, we lost our consumer power. Conglomerates like Coca Cola and Pepsi don’t do much to lure us in.

The beverage industry, which includes categories such as energy and sports drinks, iced teas, flavoured water and varieties more have caused scientists to take a closer look at sugar’s addictive quality. Sugar triggers the pleasure chemical dopamine and is so ubiquitous in our diets that most of us have no idea how much we’re consuming. But it’s not just food; consumers show addictive tendencies to high tech gadgets and even fashion trends.

Ex Post Facto Awakening

As consumers become more informed about their lifestyle choices they’re slowly taking back control. They have sued fast food chains over their weight gain and now nutrition information are easier to access; healthier meal choices are being introduced and corporations are participating in healthy ad campaigns.

Businesses also know that in a down-turned economy and slipping profit margins a few missteps can mean the difference between continued success and impending failure. Ringing in the message “consumer is king” relies on the succinct execution of a copywriter. This professional wordsmith is the secret weapon behind infomercials, jingles, and newsletters used to rescue ailing reputations. In orchestrating a symphony of words, an adept copywriter is a company’s best ally to build consumer trust and restore confidence in its product, just stopping short of selling a family member in the process.

Ian Arnison-Phillips is a freelance writer who has a keen interest in how businesses improve their image and visibility online. One way they successfully do this is by ensuring they have great content provided by a professional copywriter.