Spruce Up Boring Product/Service
With Variety, Voice and Verve
Sigh. You have another
17 product descriptions to go for your web site
or catalog. You realize the reader was
yawning long ago, and you're going to scream for
not knowing how to avoid making every
widget sound the same.
To the rescue! Here's a
quick checklist to help you inject variety and
freshness into your copy:
Now look at your list of answers and choose one or more
ideas that provide an appealing angle. Add the practical
facts like how big and how much, and you're done.
Marcia's Manual Saved
Me So Much Time
"73 Ways To Describe a Widget is an absolute goldmine crammed full of really useful information. As a copywriter, you can now hit precisely the right tone or emotion, eliminate every objection, knock out the competition, and produce an massive abundance of sales that just wouldn't have been possible beforehand. Grab this and Marcia's other books as fast as you can, and
watch your response rates and income go through the
roof." - Steve King, Copywriter, England
No matter how prosaic the item, no matter how similar it is
to other items, ingenuity can make it stand up and wave
"Buy me!" to a shopper.
In addition, catalog writing
personality. Technically, this element is
called voice, and it's what unifies the
descriptions at a web site or in a catalog so
that they have a corporate identity. When
there's a tight match between the writing voice
and the customers' interests and needs, the
shopper feels the company is speaking directly
to them, and that they're looking at the kind of
widgets they'd most like to buy.
For example, here's a sample
sentence from a catalog called The Territory
logical and muy guapa, Keen's huarache
overhaul was done with the global wanderer in
That prose has a kind of
masculine romance about it. But a catalog
or web site's voice could be efficient,
technical, playful, practical, compassionate,
soulful... There are countless
Whatever the voice chosen, it
must be consistent throughout the catalog or web
site, or prospective customers get confused.
Never Suffer From
Brain Bog Again!
"Ever had to write copy for 20 very
similar, but different varieties of fish?
Ever try to come up with a unique selling
proposition, but the most exciting
differentiator was 'good customer
service'? Whether you're a
professional copywriter or a business
owner in search of ways to stand out from
the crowd, this ebook is a real treasure!
I love the format: Easy to read, no
fluff... just solid information. You
will never struggle with how to describe
anything again." - Karon Thackston,
Writing Effective Catalog Copy or Web Copy
Can Be Fun!
Marcia Yudkin's manual, 73 Ways to Describe a
Widget: Never Be Brain Dead Again When
Having to Write Catalog Copy or Sales Material, provides
detailed guidance and copious examples for the
process of writing persuasive product
"73 Ways To Describe a Widget
is a 'cheat sheet'
for copywriters who are out of
ideas." - Bob Bly, Author, The
Copywriter's Handbook and a zillion
This meaty, 35-page PDF
resource is something you'll want to print out,
highlight, annotate and keep by your side as you
practice beating catalog deadlines and topping
previous sales records. This is
instruction you won't find anywhere else - not
even in a $399 course on catalog writing that
claims to be comprehensive!
It's just as helpful if you're
stuck on how to make just one product sound
Settles Your Nerves
and Helps You Captivate Readers
"Writing a short, seemingly
simple product description or marketing
piece can be surprisingly difficult.
Creating an effective, meaty marketing
message using only a few words can be
nerve-wracking. I may have read
every book on catalog copywriting in
existence, but 73 Ways to Describe a
Widget is the one I'll be referring to
again and again. It offers 73+
ways to help eliminate the fumbling around
in the dark for the right approach, and
provides good pointers for actually
writing the copy. This concise,
interesting read has everything I need for
a good brainstorm!" - Heidi Tran,
your copy of 73 Ways to Describe a
Widget: Never Be Brain Dead Again When
Having to Write Catalog Copy or Sales Material for
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