Create a Consumer Experience With Web and Catalog Product Descriptions

By Denise Mcgill

Catalog and web product descriptions can pull consumers in and make them beg for more, or they can be boring and leave consumers unsatisfied or even suspect of the product. To keep consumers reading, begin your copy with a compelling opening statement that moves them to the next sentence and on to the next one until they're completely engaged in the description. Miss a link somewhere and you lose your audience.

Here are two ways to create an experience for consumers:

1. Create an experience. Heighten consumer anticipation and help them envision a product that delivers a desirable experience. Let them visualize the atmosphere you're trying to create. For example, a line of copy that begins with, "Enjoy bistro-style dining in your own home," immediately has prospects engaged in a cozy atmosphere at an intimate table setting surrounded by good friends. Continue with your copy to complete the “feel good” experience for readers. In addition, ensure product features and benefits are listed in your copy.

2. Spark a good memory. Or better yet, create a new one. The copy could bring back pleasant childhood memories of gathering around the table with family for a Saturday night game of checkers. Or it could spark the desire for a young family to start a new tradition of togetherness. Let your catalog copy promote positive images in the reader’s mind. Another example: "Invite family and friends to an afternoon of board games around this hardwood table for some old-fashioned fun."

So, how do you go about creating an experience for potential customers? Choose an emotion that you'd like your buyer to feel. It can be pride, happiness, sense of peace, tranquility, exhilaration, hopefulness, etc. These positive emotions can be a powerful motivator for consumers. A word of caution, however: Make sure your descriptions don't overexaggerate the capabilities of the product. Keep your copy credible. Promise the moon and your descriptions lose validity.

Denise McGill is a freelance catalog, web and promotional copywriter. You can reach her at denise@mcgillcopywriting.com or visit her website.