Make Any Product Captivating

Ever been given an ordinary, boring object-or 3,791 of them-to describe for a web site or catalog?
Use these questions to spark creative copywriting approaches.

• What problem does the widget solve, and for whom?

• How long has the widget been selling steadily, and why?

• What uses or occasions is the widget especially appropriate for?

• Where would you normally find one of its ingredients or components being used?

• What doesn't the widget have, which makes it superior?

• It's a cross between a what and a what?

• How will the user feel when using it?

• What does this widget go well with?

• What kind of testing went into making the widget?

• Why might you want more than one widget?

• Why is the price so reasonable?


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.

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.



Action Steps

• Choose a mundane object in your vicinity right now, like a notebook or a flowerpot.
Using the prompts above, come up with at least a dozen different ways to make it appealing to a potential buyer.

• Elementary school kids are often effortlessly creative.

For unexpected angles, ask a classroom full of children what they would say about your widgets to sell them.









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