by Karon Thackston © 2004
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.