{"id":11055,"date":"2012-03-22T13:57:18","date_gmt":"2012-03-22T20:57:18","guid":{"rendered":"http:\/\/content26.com\/?p=11055"},"modified":"2017-02-14T11:19:55","modified_gmt":"2017-02-14T19:19:55","slug":"compelling-descriptions-for-mundane-products","status":"publish","type":"post","link":"https:\/\/987654321.space\/c26_dev\/blog\/compelling-descriptions-for-mundane-products\/","title":{"rendered":"Compelling Descriptions for Mundane Products"},"content":{"rendered":"<p>Many products are easy to make sound exciting: a DSLR camera, a high-tech mountain bike, or an iPad has no shortage of awesome features. However, some consumer products present more of a challenge to a marketer or merchandiser hoping to make sales. A pair of <strong>SmartWool<\/strong> long undies, no matter how divine, might be harder to talk up.<\/p>\n<div id=\"attachment_11059\" style=\"width: 236px\" class=\"wp-caption alignright\"><a href=\"http:\/\/content26.com\/wp-content\/uploads\/2012\/03\/nothing-rolls-like-a-ball.jpg\"><img aria-describedby=\"caption-attachment-11059\" loading=\"lazy\" class=\"size-medium wp-image-11059\" title=\"Nothing Rolls Like a BAll\" src=\"http:\/\/content26.com\/wp-content\/uploads\/2012\/03\/nothing-rolls-like-a-ball-226x300.jpg\" alt=\"Nothing Rolls Like a BAll. You don't say!\" width=\"226\" height=\"300\" srcset=\"https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/2012\/03\/nothing-rolls-like-a-ball-226x300.jpg 226w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/2012\/03\/nothing-rolls-like-a-ball-332x440.jpg 332w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/2012\/03\/nothing-rolls-like-a-ball-302x400.jpg 302w, https:\/\/987654321.space\/c26_dev\/wp-content\/uploads\/2012\/03\/nothing-rolls-like-a-ball.jpg 350w\" sizes=\"(max-width: 226px) 100vw, 226px\" \/><\/a><p id=\"caption-attachment-11059\" class=\"wp-caption-text\">Sure it rolls, but what does that mean for ME?<\/p><\/div>\n<p>With that challenge in mind, I offer you a helpful perspective on the subject from <strong>Copyblogger<\/strong>. Contributor Sean D&#8217;Souza explains that for the especially mundane product, a copywriter should focus on the product benefit more than the feature. It&#8217;s always ideal to list features and associated benefits together for the full effect, but D&#8217;Souza is constructive in emphasizing the flexibility of the benefit. Whereas a feature is what it is, with finite potential for description, the benefit a product has for the user can be imagined, embellished, and taken in myriad directions.<\/p>\n<p>To continue my daydream about awesome long underwear&#8230; The garment might be &#8220;moisture wicking&#8221; or &#8220;warm,&#8221; but it would be much more evocative to say it will &#8220;keep you cool and comfortable when scrambling up a sheer rock-face, then cozy and toasty when you&#8217;re bedding down at your alpine camp.&#8221;<\/p>\n<blockquote><p>Read more at <a title=\"How to craft an exciting marketing message\" href=\"http:\/\/www.copyblogger.com\/marketing-a-boring-product\/#more-24361\" target=\"_blank\">copyblogger.com<\/a>.<\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>Many products are easy to make sound exciting: a DSLR camera, a high-tech mountain bike, or an iPad has no&#8230;<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[789],"tags":[524,875],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<meta name=\"description\" content=\"Compelling Descriptions for Mundane Products\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/987654321.space\/c26_dev\/blog\/compelling-descriptions-for-mundane-products\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Compelling Descriptions for Mundane Products | content26\" \/>\n<meta property=\"og:description\" content=\"Compelling Descriptions for Mundane Products\" \/>\n<meta property=\"og:url\" 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