Take These Three Passes When Observing Subject Matter
We’ve all seen cats observing their vistas. Sitting in windows, their tails twitch with excitement. We, too, can easily write better copy and content by looking at subjects with intense curiosity. Three views we can take on a subject include its physical appearance, its social impact, and its holistic application.
Physical Appearance Drives Most Copy
As the old adage goes, “you can’t tell a book by its cover.” Yet, much of the writing we create for copy and content is heavy on visual appeal. So if we are already transfixed on how a product or a service appears, then how can we look more closely at it? What we are looking for are the details of the product or service that make it unique or valuable to the consumer.
For example, does a nozzle on a garden hose have new settings for water distribution not found on competitors’ hoses? Or, does a restaurant offering freshly made juice stand apart by using only sustainably produced serving dishes and cutlery? Specific features make a subject stand out from the competition. Beyond the cover or visual aspects are positive societal impacts to entice customers, too.
Describing How a Product Helps Consumers Connect with Others
Enabling consumers to connect with others in a product or service description is another way to add value to a copy and content writing. Going back to the previous example of the hose, a product or service can appeal to people when they can use it to help others. A long-range flow might help one neighbor water an elderly neighbor’s flowers. Relationship building among potential customers can easily move from copy writing into social media, which are enhanced with photography and video.
Holistic Approach to Subject Observation
The added-value of a holistic observation of a product or service creates brand loyalty. If a customer experiences satisfaction, then he or she is more likely to be a repeat customer. For example, if a particular demographic consists of environmentalists, then they may be more likely to feel good about eating at a restaurant that serves biodegradable service wear. The menu selections may further resonate with such consumers if it contains organic, locally sourced produce and animal products. The restaurant itself may resonate with consumers who prefer a small business over a nationally known eatery. These personal sorts of considerations are viewed as holistic benefits to a product or service.
Observations Increases Value of Subject Matter
Creating catchy copy and content writing benefits from close observation. The physical description brings a subject to life. The social description adds the appeal of altruism to the subject. Finally, the holistic description encourages consumers to relate their personal beliefs to an item’s identity. They are the easiest way to produce thoughtful and enticing wording for any number of products and services.