Episode #81

How to Make Your Product Irresistible By Creating Word Pictures

Have you ever bought a product sight unseen, just because you fell in love with the way it was described to you in an ad?
If you've read my book The Client Stampede, you'll know I do that a lot (LOL).
Creating word pictures of a product is an advanced copywriting and marketing strategy that is a bit of a lost art, which is a pity because it's so darn profitable AND it makes your ad more memorable and a fun read.

In The Client Stampede book, I give an example of how two different product descriptions for the exact same item - a man's shirt - drastically alters our perception of its value. In the first example, the one that uses word pictures, we are whisked away to a golden age in Hollywood and our perception of value is MUCH higher as a simple result of the word picture created. The second description doesn't use word pictures at all. It sticks to the facts about what the shirt is - and isn't. As a result, the second shirt - which is identical - sells for a fraction of the price of the first one. Learn the power of creating word pictures for your products and see the difference it makes to your sales.

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