Copywriting: Engage Prospects By Involving Their Senses

By: Lisa Packer

Imagine a bland, colorless existence. Where food had no taste,silence surrounded you and everything smelled the same.

Not very appealing, is it?

Now imagine a crisp, fall morning. The sun is burning away thelast of a lazy fog. Robins are singing sweetly on branchescovered with bright yellow leaves. You swing gently on a creakyporch swing, sipping your Chocolate Caramel Latte and thinkingabout how much better this is than the first paragraph.

Did you see it? Did you hear the Robin, and the creaky swing?Did you taste the coffee?

Most importantly, did you notice how much easier it was to getinvolved emotionally with the second scenario than it was thefirst?

Copywriting is most powerful when it connects with, and stirs upemotions in the reader. Engaging her senses with your copy drawsyour prospect in. It helps her see herself experiencing yourproduct or service. And it starts forging that all-importantemotional connection.

Of course, like any good technique, it can be overdone. Youstimulate the senses by adding detail. But if you add too much,you just call attention to your writing. And that is the kiss ofdeath to your response.

Notice I didn't say, "You swing gently on a hard, wooden porchswing, whose one-inch slats are light gray, faded and splintery,and whose metal chain is rusted, stiff and creaky." That's a bitmuch, unless maybe you're selling a new porch swing. I alsodidn't have to describe the taste of the coffee. Naming theflavor told you all you needed to know.

You don't want to jam too much sensory input into one message,either. Ever walked into a candle or import store that wasburning incense? So strong that it made your eyes water and yournose clog up? It didn't make you want to buy anything, did it?

Sensory details should be sprinkled through your copy like freshground pepper on a crisp garden salad. A little ads flavor. Alot calls attention to itself and ruins the whole experience

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