I have the distinct pleasure of working with a wide variety of clients, who run all manner of small business. I say pleasure, as much of my recent career was with the corporate environment, where I created content for either internal clients in other departments, or single-source business partners.
Now, I have the chance to work with folks who run all manner of businesses. But one issue keeps arising: the need for detail.
Marketing copywriting, indeed, any good writing relies on a maxim of “show, don’t tell.” It is very difficult to write in this manner, and after 20 years of doing this I am obviously not kidding. Showing & telling are vastly different. Let’s look at an example:
Tell: the hotel has beautiful beaches, a full bar that serves house specialty fish, and two sculpted pools.
Show: The beaches, nestled in the cove, are made of fine white sand. The pale azure waters lap pleasantly along the shore. A tiki bar is nestled against the two coconut-shaped pools. The bar is awash with pleasant aromas of fresh-cooled sea bass, served with an assortment of cocktails poured from a gemstone-colored array of bottles.
When you read this, which is more appealing? Which places a picture in your mind? One is obviously shorter than the other (which also has advantages), but the show is, well, showy.
So when you or your copywriter are describing your business or products, keep in mind details matter. Details are critical! Does your waiting have a tropical aquarium, a rack of the latest magazines, recessed lighting, soft jazz music, and an espresso maker? Yes?! Then say so when you are describing your waiting room. Tell a story by painting a picture!
What if you are selling a product and it is so common as to not be exciting? The describe its features & benefits in a way that places the buyer in the situation where they are using your product. Paint the story for them using evocative words.
And don’t be afraid to write in second person, using the words “you” and “your” to place the reader in the scene. Stiff, formal writing may be fine for government or academia, but in sales it is a killed. Reach for the colorful, pithy, poignant, gross, odd, or disturbing, and your reader will sit up and take notice.