How to bring color, vibrancy, and life to your sales copy:
Most people have a stack of long-winded adjectives up their sleeve, and they use them liberally when they are crafting sales messages.
For example, they describe a building as a “big, giant monolithic slab of concrete”… or they’ll call a field of poppies a “brightly-colored field of flowers.”
They mistakenly assume that the like chocolate, the more adjectives you use, the better it tastes.
The truth is, you breathe color and life into your subjects not with a box of canned vague adjectives, but with simple specifics. Just say it the same way your third-grade child describe a picture she just colored.
Talk about an 85-story tower, smashing through the skyline at over 985 feet high. With 6-foot tall windows running up and down the side of the building, showing the innards of every office inside.
If someone lives in an expensive home, tell me what kind of home it is. Say how it’s a five-bedroom home set back off a secluded cul-de-sac, valued at $750,000 on a bad day. Talk about how the swimming pool cost over $50,000 to install, and at $500 a month upkeep, plus another $2,500 once a year to polish the mosaic tiles, this is going to be the most memorable 60-yard swim you’ve ever taken.
A fat man means something, but a 315-pound monster of a man who struggles to even wedge himself into a public restaurant booth, takes on a life of it’s own.
If you want to breathe life into your characters, don’t blow harder… just breathe with a little more clarity.
Now go sell something, Craig Garber
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