Writing Sensory Descriptive Ads
Similes and Metaphors
Advertisements connect to people in thousands of ways. The most common technique is to somehow directly relate the product to one of people’s inner desires…like vanity or the desire for happiness. Ads appealing to the five senses seem to have taken a back seat these days (except in the food industry).
But just because a product or service isn’t directly sensed by the body doesn’t mean that a sensory descriptive ad wouldn’t work for it. Our senses can put us into a frame of mind as well as give us feeling of fulfilled desires. The description of certain senses could easily connect a person to your product and give appeal. For example, the new car smell can connect with people’s vanity or feeling of accomplishment. Smooth skin feels sexy or fresh. Flaunting success is sweet. Failure is bitter. The sounds of opportunity.
These are all old clichés in advertising…but they all worked. And they still work. Give them a fresh twist, and even the clichés can become powerful selling words.
Similes
I’m sure you remember from grade school that a simile describes something as ‘like’ something else. It’s a comparison of two unrelated items. For example:
Copy For
Sale
Smells Like New Money
Here I’ve taken the smell of freshly printed dollar bills (generally giving people the feel of financial stability or success) and linked it with my company.
Metaphors
Metaphors generally use more direct associations, often through the use of cliché phrases. You might say something is something else instead of saying it is like something else. Or perhaps substitute one word in a common phrase. For example:
Copy For Sale is the Untapped Money Wad in Your Pocket (touch)
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Sale – The Silk Lining in Your Ads (touch)
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Sale – Make Your Ad a Glittering Diamond Amongst all the Fakes (sight)
Finding Your Sensory Ad Ideas
To find appropriate similes for your product, think of the core desires that your product fulfills. In my case, it’s financial success. Now write down any kind of sensory feeling that is often associated with this same desire (or the fulfillment of this desire). In my case, I had listed the following:
expensive silk, glittering diamonds, smell of cash, a full wallet
Now simply find a way to describe those things in association with your product or service…through similes, metaphors, or through a pun / play on words.
Writing such a descriptive ad this way can set you apart from the competition. The approach becomes even more effective if you’re able to tie it into one of your unique selling points.
Copy For
Sale – The Money Bloodhound For Niche Markets
If There’s a Trail, I’ll Find It
Where to Use Sensory Descriptive Ads
These kind of ads generally work better on billboards, bumper stickers, banner ads, and tag lines. Attention grabbing headlines for sales letters usually require more direct approaches. But when you need to get a hard idea across in a short amount of space, appeal to the senses. Make them experience your product in just a few words, and immediately associate your company with something good.
It’s especially important to keep your ads positive when you’re using the senses. If your ad reminds the audience of the smell of garbage, that’s what they’ll associate with your logo.
Above all, have fun and make it creative. If you’re bored with your idea, then it was probably lame from the start. Head back to the starting line and rethink it. If you can’t think of something fun and exciting, hire a professional.
Writing Sensory Descriptive Ads |
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