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copywriting :: Internet Marketing :: Copywriting
Copywriting and Your Five Senses
This article explains a few things about
seo, and if you're interested, then this is worth reading, because you
can never tell what you don't know. It's really a good idea to probe a
little deeper into the subject of seo. What you learn may give you the
confidence you need to venture into new areas.
In its most basic
form, copywriting is, among other things, the art of conveying a
message in writing for the purpose of persuading someone to do
something. This is especially true when writing descriptive copy. Why?
Because your customer’s five senses don’t work on paper… they only work
in person. That’s why we, as copywriters, have to create a sensory
experience for our customers through our words.
Have you ever stopped to consider copywriting as a sensory
activity? You should. As I said, in order to see, hear, smell, taste,
or feel a product, we have to be in the presence of that product. All
too often, when copywriters create descriptions, they leave a lot to be
desired. There is no excitement, no interaction, no experience.
Descriptions should be, well… descriptive. Effective descriptions
should fill the gap of what customers would see, hear, smell, taste, or
feel if they were standing in the presence of the product. Effective
descriptions should draw customers in and create an actual event… as if
they were able to be right there with you.
Do you make cinnamon rolls? You wouldn’t want to describe them
simply as “delicious” or say they “smell great.” Instead, you’d want to
bring your customers into the experience of enjoying your cinnamon
rolls. Think of which of their five senses would be most in tune with
your product and write to those. Try this:
Definitely NOT grandma’s cinnamon rolls! Bake them fresh right in
your own oven. As the aroma of these gourmet rolls begins to waft
through the air, your nose will start to tingle and you’ll immediately
know they are worth the wait. The scents of freshly ground cinnamon and
yeast begin to merge as the dough rises and the cinnamon, sugar, and
butter begin to bubble. Open your oven door to reveal one of the
largest sweets you’ve ever seen. Drizzle the homemade frosting over the
top to complete your warm, gooey treasure. Your taste buds will praise
you with every bite!
Can you smell the cinnamon? Can you visualize the dough
rising in the oven with the cinnamon and sugar bubbling on the top of
each roll? Are you remembering the times you’ve glazed cinnamon rolls
in the past and, with sticky fingers, taken that first bite out of a
freshly baked, warm, gooey pastry? This copy brings it all back,
doesn’t it?
Do you rent private, Jamaican beachfront condos? Taking a basic
route and falling back on the phrases “ocean view” and “sunsets are
included” will leave your reader lacking a truly intriguing experience.
Something like this will work better:
As your day begins, enjoy a gourmet breakfast prepared by
your own private staff who is at your disposal 24 hours a day. A
gorgeous view overlooking your own crystal blue freshwater pool
welcomes you to another exciting adventure in Jamaica. A morning stroll
along your private, white sand beach is the perfect way to welcome the
day. A fun-filled outing can consist of splashing in the surf, sunning
on the beach, or napping in an authentic hand-woven hammock that
cuddles every curve of your body. At the end of the day, you’ll have
sun-kissed shoulders, a glowing bronze tan, and a phenomenal appetite.
Unwind at the poolside gazebo as you prepare for a world-class dinner
that rivals any five-star restaurant. Refreshing after-dinner cocktails
are especially enjoyable when sipped on the terrace as nature provides
an amazing display of sunsets and a soft, caressing breeze you won’t
soon forget.
Let’s go! “Splashing in the surf, sunning on the beach, or napping
in an authentic hand-woven hammock that cuddles every curve of your
body.” Can you just imagine? How about “sun-kissed shoulders, a glowing
bronze tan”? That paints a picture, doesn’t it? Can you feel that warm
tingling you always get after spending a day in the sun? “Nature
provides an amazing display of sunsets and a soft, caressing breeze.”
I’m ready! Where do I sign up?
Are you beginning to see the importance of writing truly
descriptive descriptions? Your customers aren’t there. They can’t see,
hear, feel, taste, or smell what you can. You have to do the next best
thing and vividly depict what their sensory experiences will be like so
they’ll want to buy what you have or do what you’ve done.
When you write descriptive copy, choose the senses that
are most appropriate and focus on them. If you’re describing food, of
course you’ll want to think about what you’re tasting, but also what
you smell and see. (Presentation is just as important as taste.) If
you’re writing travel copy, you’ll want to focus on sights and sounds
plus feelings (relaxation, enjoyment, excitement, etc.).
Your goal is to have your readers close their eyes and genuinely,
vividly imagine they are in the midst of the same experience you are.
When you accomplish that, you’ll find your sales increase as will your
bank account balance!
by Karon Thackston © 2004
http://www.copywritingcourse.com
About The Author
Copy not getting results? Let Karon provide search engine copywriting, catalog copywriting, or other types for you. Just visit http://www.marketingwords.com. You can also learn to write your own seo copy that impresses the engines and your visitors at http://www.copywritingcourse.com.
I hope that reading the above information was both
enjoyable and educational for you. Your learning process should be
ongoing--the more you understand about any subject, the more you will
be able to share with others.
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