Marcia Yudkin wrote some ideas in her weekly email “The Marketing Minute” for ways to involve the senses of readers in marketing copy. She was attracted to a magazine ad for Puerto Plata, Dominican Republic:
“You’re welcomed by warm smiles, slapping dominoes and whispering trade winds. Here, you can share sunsets with artists and fishermen as merengue rhythms course through the streets like mountain streams.”
These sentences evoke visual, auditory and kinesthetic sensations.
Warm smiles – feel and see them
Slapping dominoes – hear and see them
Whispering trade winds – hear and feel them
Share sunsets – feel and see
Artists and fisherman – watch them
Merengue rhythms – hear and feel
Course through the streets – see the movement
Like mountain streams – see and hear
Resolve to use more vivid sensory language into your marketing copy – even if you sell something abstract, like computer security, legal compliance or increased confidence.
An iron wall against invaders
Feds bursting into your office
The clink of a prison cell door
The swoosh of a credit card swipe
Your shoulders straight and tall
Are you itching to start writing yet? How can we help you engage your readers with more sensation? What about mail that can be touched and felt to deliver the sensation?