A picture is worth a thousand words.
Eh… maybe. It depends on the picture. And where the picture is located. And what the web page is supposed to accomplish. And just how descriptive the copywriting on the page is.
As business people (whether working on your own site, or a client’s), we understand the power of descriptive copywriting. Examples of sensory imagery through words goes a long way toward inspiring us to provide detailed information that site visitors need to know — while also making it engaging and enticing.
But sometimes it’s a challenge to find the right words and organize them in a way that makes an emotional connection. Allow me to provide you with a few descriptive copywriting examples for chocolate chip cookies.
As we go through, I’ll weigh in on what’s good, what’s not so good, and why it makes a difference.
Here’s a dose of descriptive imagery for you, along with several insightful copywriting tips.
Descriptive Copywriting Example #1: OK, But Not Great
Yes, this copy offers descriptive imagery, but it’s what I refer to as lazy copy. It’s full of overused terms that almost every other cookie company is also including on their product pages. While these words do evoke an image, they are not my first choice for a sensory experience: soft, rich, gooey, sweet cream butter made, melt in your mouth.
Then, the mention of soldiers threw me. It came out of the blue as if I was supposed to understand what it meant. I did find, on another part of the site, that they send cookies to servicemen and women. (Nice!)
Copywriting Tip: There is a purpose for familiar phrases, but when almost every one of your competitors is saying the same thing (or close to it), it’s time to expand your descriptive imagery a bit and get creative.
A Stronger Connection Means More Conversions
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Descriptive Copywriting Example #2: Better, But I’m Not Drooling Yet
This product page also includes descriptive imagery, and makes an effort to be original. From the copy, you understand that these cookies are made with Hershey’s chocolate, that the cookies have a reputation, and that they are big, but not overly sweet because they use dark chocolate chips. The fanfare of statements like “… deserve all of the attention they get…” is enough to make me curious. But so far, I’m not buying.
Copywriting Tip: Sometimes it’s not about the actual product. In this case, the best part of the copy, in my opinion, is the fact that they have a following.
Descriptive Copywriting Example #3: Gimme Some Cookies!
And speaking of followings… what do you see/sense/feel when you read this copy? I giggled at the “store chocolate in your stomach” line. I loved that these cookies were not just “big” or “large,” but “giant”!
Yes, they say their cookies are famous, but also back that statement up with a location… right here in New York. Which reminds me of all the exceptional food I’ve had in New York, so I’m thinking (by association) that these might be awesome.
“House blend” lets me know that these were created just for Jacques’ cookies. They aren’t run-of-the-mill chips. In fact, they aren’t chips at all! What do you envision when you read “House Blend 60% Dark Chocolate baking discs”? Entire DISCS of chocolate? Holy cow!
The last line does me in: “It’s a lot of chocolate with a little cookie dough around it.” Done! Send them to me!
Copywriting Tip: Don’t use generic terms. Be specific. Not big chips, but discs of chocolate. Not “we have a following,” but “we have a following in NY.” In addition to the product/service itself, add a pop of personality in order to make a better connection.
Above all, you must have a good understanding on what’s different and/or better about your product or service. If you can’t explain it to your site visitors, they likely will not act. Once you know how you stand out, offer it up with pride!