Writing effective content is to create compelling descriptions to make consumers think they can’t survive another day without your product. Writers use a full range of adjectives and descriptive phrases to give a product meaning through personalization. The most successful writers use descriptors that appeal to your customers’ five senses of smell, touch, taste, sight and sound.

Create the Consumer Experience

Why you must appeal to the five senses is simple. Your customers can hear or see what the product can do on an ad, but they can’t experience it. Your writing has to create the experience for your customers by stimulating their senses. Put simply, effective writing lets your customers subconsciously smell, touch, taste, see and hear your product as if they were actually using it while reading about it.

The following examples will better illustrate how good sales writing that appeals to the 5 senses can give a sensory positive sales experience.

Example 1: Anthony’s Restaurant creates delicious meals.

vs.

Example 2: Anthony’s Restaurant, you’ll enjoy mouth-watering entrees and indecently tasty desserts.

The above demonstrate how using fairly common words can make a huge difference in appealing to your customer’s sense of taste. While “delicious meals” sounds good, ” Anthony’s Restaurant, you’ll enjoy mouth-watering entrees and indecently tasty desserts.” brings the experience straight to the people browsing your site. The writing can continue to describe the smells, sights and sounds at Anthony’s Restaurant to create a complete sensory experience.

Another example.

Example 1: Beautiful flowers at May’s Florist.

vs.

Example 2: Fill your home with the fresh scent and brilliant colours of flowers from May’s Florist.

Again, by carefully selecting descriptive words that tickle the senses of sight and smell, the writing in the 2nd example creates a total experience that is interesting, memorable and effective than the writing in the first example.

The Basics

You need to give flesh and volume to the content you wish to publish online. But, not every marketing piece needs to appeal to all five senses. Think about the target audience and the goals for each writing piece, then think of the senses that will drive the strongest results, put all your focus on those areas in your writing.

Reduce any clutter and deliver only the best content that gives the most compelling experiences for your customers.