Advertising for Dollars and Senses

Let's look at another example.

Example 1: You'll get beautiful flowers at Blooms and More Florist.

vs.

Example 2: Fill your home with the fresh aroma and vibrant colors of a floral arrangement from Blooms and More Florist.

Again, by adding descriptive words that stimulate the senses of smell and sight, the copy in the second example creates a sensory experience and becomes more interesting, memorable and effective than the copy in the first example.

Bottom Line

Your copy needs to fill the gaps that the advertising medium can't reach. However, every ad or marketing piece doesn't need to appeal to all five senses. Consider the target audience, the medium and the goals for each specific ad, then select the senses that will drive the strongest results, and focus on those areas in your copy. Reduce the copy clutter by delivering only the best messages that create the most compelling sensory experiences for the target audience.