Use Your Imagination to Create Compelling Product Descriptions

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By Monica Nelson

Lessons from a Cartoon

There is a popular cartoon character who depicts an undersea sponge. I’m sure you know the one. In one episode, he and his starfish friend use a plain cardboard box to occupy their time. Another of their friends, an octopus, can not understand why they want to play with this box. It holds no interest for him – it is a mere cardboard box. Yet when this friend sees the guys playing with it, they are having the wildest adventures.

It drives the octopus crazy, until he has to ask what fascination the box holds. As the sponge describes what happens in the box, his eyes glaze over and he spills the secret. I-ma-GIN-AAAAA-tion, he says, lost in his own world.

Imagination is not just child’s play. Imagination is a wonder to every human soul. It inspires interest, builds curiosity, and brings out the child in everyone. And it sells.

Yes, among its many attributes. It sells product.

Use Your Imagination to Spark Interest

When you use imagination in your product’s description, you build intrigue. That curiosity and intrigue is the glue you need to get your prospective customer to read further. Reading further allows you introduction into their minds where you can extol the benefits of your product, and tell them how they can’t live without it.

Having trouble getting started? Use this tool borrowed from Mega Creativity, Five Steps to Thinking like a Genius, by Andrei G. Aleinikov, Ph.D. First, list ten descriptive words or keywords (or parts) for your product on the left-hand side of a piece of paper.

Second, brainstorm each word one at a time. Beside your original word, write down any thought, without judgment, that comes from that word. Create as many ideas as you can think of. Try to get at least ten. Work quickly, accessing your subconscious mind.

When you have finished, look at your list. Look at combinations of ideas. Stretch associations. Come up with something unique. For instance, using this method I once wrote a product description for a knickknack whose main focus was a watering can holding a sunflower.

Here is the first part of it.

“Vincent Van Gogh thought enough of them to do a series of paintings of them. And why not? What is happier? What is brighter? What gives you that feeling of warmth deep in your solar plexis more than looking at a sunflower? You can capture that contentment at any moment. Our miniature sunflower sits …”

The Imagination Clincher

Imagination not only gave our friends, the sponge and the starfish, hours of enjoyment. It also compelled their friend, the octopus, (a die-hard skeptic, if you know the cartoon) to literally beg to find out how a simple cardboard box could hold such adventures. It can do the same for your product. Use imagination to write your product descriptions, and you will have your customers begging for more.

2013 © Monica Nelson and Technicator.com

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