I once heard a tea taster who tasted 1,000 cups of tea a day, explain that the secret to the perfect cup of tea was the water. He said that “water is the mother of tea”. That one phrase was enough to hold me still for a second longer. That’s something we all need to learn how to do for our customers.

Let’s face it descriptions are hard. It’s tough to differentiate your products and services with facts alone. Coffee is coffee…right, even if it is aromatic, freshly ground or single origin? Instead of trying to describe what it is you’re selling, set out to change how people feel the moment they read your copy or visit your website.

How to create emotional points of difference with your product and service descriptions

1. Resist relying on the description of features and benefits.
Tell people what they can do with your product, not what the product does.

2. Let your current customers do the talking.
Build trust using proof with testimonials and customer stories.

3. Show how customers are using your product to make their lives better.
Use images, video, case studies and stories.

4. Think about how you want the people who use your products and services to feel.
Write descriptions and create content that helps them to experience those feelings before they ever use the product or service.

5. Behave like a lover, or at least a very dear friend.
Because if you’re going about your business the right way, that’s exactly what you are.
Now go write like one too.

Image by Marcos Ojeda.