Does business content need to be flat and dull? No, it doesn’t and there are many simple techniques businesses can to do to help ignite content.
Let’s think for a moment about how you read content. When you read content your eyes naturally pick up on specific words and your brain fills in the rest. Rarely do we read word for word because our brains recognize patterns, words and shapes.
Now think about what you love most when sitting down to read a good book. How does a novel with no visuals captivate an audience? The power of storytelling is unmistakable because it allows us to escape from reality into the words of the storyteller. The other compelling part of a good storyteller is their use of descriptive words.
What are descriptive words?
The use of descriptive words and interesting adjectives helps to transform written content into an immersed experience.
Here’s a great business definition by Descriptive Words.org
“Descriptive words are key words and phrases that help paint a clear picture and tell a story about something, whether you are writing an article, describing a project or promoting a product.”
In business the choice of words you use in your content is a critical piece of your content marketing strategy. They help you craft a good a story, message and call to action. Your choice of words can also benefit your search engine optimization (SEO) ranking and, more importantly, create a positive user experience.
In a world with so much online noise sensory words help make your content stand out. Unlike a great novel, businesses would further benefit with the use of relevant visuals and video to help craft the art of storytelling in their business content.
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The brain loves images and processes images 60,000 times faster than text. When you combine sensory words with unique visual marketing techniques, your content will be transformed from business content into engaging content.
You can have some fun incorporating sensory words into your content. When used in a specific context you can activate a specific sensory experience and response in the brain of your target audience.
What are sensory words?
Sensory words are used to describe something that relates to a specific sensation. In your business think about the emotions you wish to evoke in the content you create.
Sensory words can help:
- Draw in your readers
- Captivate your audience
- Create emotional responses and connections
Sensory words are more persuasive by their nature and as such can help move your target audience to take some form of action.
Sensory words are not just for novels. Businesses can reap the benefits from sensory words just as much as they help add personality to what otherwise might be dull and less engaging content. When you combine the right amount of sensory words with engaging visuals your content will carry a powerful punch.
In a competitive world with a lot of online noise, adding a little bit of spice and flavour to your content will go a long way.
Brains love a good story. We like to hear, watch, see, read and experience stories. With the right balance of sensory words you can help create a more powerful and memorable experiences.
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Since sensory words are by nature descriptive words you can look to various tools to help make that happen. A thesaurus is a handy tool to have around to reference synonyms and sometimes antonyms for words that you may not regularly use in your writing. You can also use sites like Descriptivewords.org where you can search descriptive words through their index by specific category.
Tips for applying sensory words in your business writing
- Think of words that create the right kind of emotional response
- When appropriate replace boring and predictable words with descriptive adjectives
- Consider engaging any of the five senses in your content
Spark personality in your content
Here are some examples of sensory words that can be used to help spark personality in your business content
Consider applying sensory words with sensory marketing techniques to help amplify the perception of your brand with your target audience.
In a recent Harvard Business Review Article, Arahna Krishna, director of the Sensory Marketing Laboratory at the University of Michigan claims,
“Companies are just starting to recognize how strongly the senses affect the deepest parts of our brains.”
Krishna believes the senses help amplify the message when they are used harmoniously and are not perceived as promotional marketing in the traditional sense.
For instance pumpkin spice suggests warmth and the holidays. Pumpkin spice and everything nice creates a great sensory experience when coupled with a product such as a warm latte.
In a world filled with sensory words and experiences there is no need for business content to be flat, dull or boring. Even business content can be ignited into brilliant and engaging content.
The power of storytelling is unmistakeable and when you apply sensory words in the right context – you create content that stands out and is remembered.
Diana Davies-Harju, Partner, Marketing at InnovaMap
InnovaMap – we use the science of marketing to connect you with your target audience.
Contact us to learn more on how to start integrating techniques for engaging the brain into all your marketing strategies.