The article "Copywriting and Your Five Senses" talks about copywriting, it has been released by Karon Thackston.
Copywriting and Your Five Senses by Karon Thackston © 2004
http://www.Copywritingcourse.Com
In its most baisc form, copywriting is, among other things, the
art of conveying a message in writing for the purpose of
persuading somebody to do something. This is especially true when
writing descripitve copy. Why?
Because your customer’s five
senses don’t work on paper… they only work in perosn. That’s why
we, as copywriters, have to create a sensory experience for our
customers through our wrods.
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 presnece of that
product. All too often, when copywriters create descriptions,
they leave a lot to be deisred.
Tehre is no excitement, no
interaction, no experience. Descriptions should be, well…
descriptive. Effcetive 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 thsoe. 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 immediaetly 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 pharses “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, appreciate a
gourmet breakfast prepared by your own private stfaf who is at
your disposal 24 hours a day. A gorgeuos 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 fantastic way to welcome the day.
A fun-filled outing can consist of splashing in the surf,
sunning on the beach, or napipng 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 rvials any five-star
restaurant.
Refreshing after-dinner cocktails are especially
enjoyable when sipped on the terrace as nature provides an
amazing display of sunstes 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 brozne 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 hottest 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 wrtie descriptive copy, choose the senses that are most
appropriate and focus on them.
If you’re describing food, of
course you’ll want to guess about what you’re tasting, but also
what you semll and see. (Presentation is just as important as
taste.) If you’re wrtiing 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 raise as will your bank account balance!
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