Writing Product Descriptions That Evoke Emotion

You’re selling a skincare cream. Or a fitness app. Or a productivity tool. Whatever it is, here’s the dirty secret: Your customers aren’t buying the thing. They’re buying a ticket to who they used to be or who they wish they’d become. Think about it. The guy signing up for your gym plan isn’t dreaming of deadlifts. He’s dreaming of the confidence he had at 25. The woman buying your planner? She wants the organized, on top of it version of herself from college, before life got messy. This is why feature dumping fails. “Track your workouts!” “Syncs with your calendar!” Yawn. They don’t care about that. They care about feeling something again. How to use this: • Dig into nostalgia: Ask yourself, “What past version of themselves does my product resurrect?” • Skip the specs: Focus on the why behind the buy. “Not just a workout. A reclaiming of your old fire”. • Paint the emotional before and after: “Remember when you felt unstoppable? This gets you halfway there”. Stop selling the tool. Sell the time machine.

This 66 year old ad will teach you more about marketing than any of your favorite course slingers.   It's a masterclass in persuasion, consumer psychology and brand positioning.   Imagine trying to sell a soap alternative, but nobody cares.   That’s what Dove faced in 1957.   And to no surprise, David Ogilvy crushed it with this ad.   Let’s break down the science and how ecom brands can apply these tactics today 👇🏻   1. The Big Idea: From Technical Jargon to Emotional Hook   Ogilvy rejected the “neutral beauty bar” positioning.   It's meaningless to consumers.   Instead, he found a compelling product truth: Dove contains 1/4 cleansing cream, making skin softer than soap.   ✅ Your audience doesn’t care about your product’s science. They care about what it does for them.   2. The Power of Emotional & Sensory Language   💬 “Darling, I’m having the most extraordinary experience. I’m head over heels in Dove.”   The word “Darling” was tested & proven to evoke strong emotional responses.   The phrase “head over heels” implies excitement and romance, making an everyday routine feel luxurious.   ✅ Words trigger emotions. Use powerful words that create desire, trust, and excitement.   Use tested, high-emotion words in your ad copy and make the product experience feel like an emotional transformation (not just a purchase).   3. The Visual Proof & Demonstrations   Magazines ran side-by-side face tests showing Dove vs. regular soap.   TV ads poured cream into a Dove-shaped mold to visually reinforce the benefit.   ✅ People believe what they see more than what they hear. Visual proof builds instant credibility.   4. Market Differentiation & Positioning   Ogilvy positioned Dove as a beauty bar, not just soap.   He refused to advertise it alongside Westerns because “You can’t sell Dove on horseback.”   ✅ Own a unique position in the market. Don’t just compete, reframe the category.   Stop being a “better” version of your competitors.   Create a new lane for your product.   Advertising trends change, but human psychology doesn’t.   Happy Scaling.

Good ads tap emotions. Great ads align with identity. You’re not just writing for minds. You’re writing for self-concept. In Eugene Schwartz iconic book Breakthrough Advertising, he talks about the power of identification. The reader doesn’t just want the product… They want to become the kind of person who uses that product. 💡 Let's think about it: People don’t just drink Starbucks—they’re a “Starbucks person.” They don’t just drive a Tesla—they identify as forward-thinking and eco-conscious. They don’t just use Apple products—they’re “Apple people.” Proud to be creative, connected, and design‑minded. Identity sells. So ask yourself: ➜ Who does your customer want to become? ➜ What story are they telling themselves? ➜ How does your product fit that story? Sell the transformation in them. Not just the change in your features. 🧠 What identity does your offer help customers step into? #TheBrandExperience #brandstrategy #advertising #brandpositioning #identity

A brochure gets ignored. A story inspires action. Which is your brand creating? “If your stories are all about your products and services, that’s not storytelling. It’s a brochure.” – Jay Baer The best marketing doesn’t sell a product; it tells a story. But too many brands fall into the trap of brochure writing, thinking it’s enough to drive action. Here’s the thing: Your audience doesn’t want a sales pitch—they want a story that resonates. Why storytelling matters: ↳ Stories engage emotions, inspire action, and create lasting impressions. ↳ They transform your brand from just another seller into something people remember. The problem with brochure marketing: ↳ It’s all about YOU, not your audience. ↳ It lists features instead of benefits. ↳ It lacks emotional depth, leaving your audience unengaged. Here’s how to make your stories resonate: 1️⃣ Put the customer in the spotlight ↳ Instead of “Our app saves time,” say, “Mike spends evenings with his kids, thanks to our app.” 2️⃣ Focus on transformation, not transaction ↳ Show how your product solves problems or fulfills dreams—create impact. 3️⃣ Use relatable characters ↳ Real customers, fictional personas, or even your team can bring a human element. 4️⃣ Create an emotional hook ↳ Make them laugh, cry, or feel inspired. “How Sarah overcame stress and built her dream home.” 5️⃣ Keep it authentic ↳ Forget the jargon and speak the language your audience trusts. The difference between a brochure and a story? ↳ A brochure says, “Here’s what we do.” ↳ A story says, “Here’s why it matters.” ✨ Your turn: Think about your last campaign—did it inspire or just inform? 💬 Let me know your thoughts in the comments! ♻️ Share this with someone who needs to hear it. ✅ Follow Tom Wanek for weekly tips on storytelling and marketing strategy.

6 Elements for Writing Engaging Copy 01 Start with their pain. End with your solution. Lead with what’s keeping them stuck. Then show them how you solve it. Pain gets attention. Relief drives action. 02 Don’t just describe the product. Describe how life feels with it. You’re not selling a mattress. You’re selling better sleep and easier mornings. Make them imagine the result, not just the item. 03 The best copywriting isn’t about persuasion. It’s about making the decision feel obvious. If they see the value instantly, you don’t need to convince them. Remove friction. Eliminate doubt. Make saying yes the easiest option. 04 Replace filler words with power words. “Very effective” → “Proven” “Really fast” → “Instant” “Helps with” → “Solves” “Easy to use” → “Effortless” “High quality” → “Premium” Because words shape how people feel. 05 The best copy doesn’t sound like a pitch. It sounds like a solution. Your audience isn’t looking to be sold. They’re looking for answers. Make your copy feel like help, not a sales message. 06 Specifics sell. Generalities don’t. “Save money” is vague. “Save $312 this year on your grocery bill” is convincing. Details create trust. Trust drives sales.