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Perchance Not to Dream
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One way to think about dreaminess is to consider what doesn t constitute a dream. For example, would you consider the following a dream I want a machine that allows me to skip over TV commercials and pause live television. There s something missing, isn t there What s described are the features or functions that make the dream possible (which we ll cover more in the latter half of this chapter). They are certainly important parts of your description, but the benefits need to be developed first. Once you ve done that, decisions about how you present and prioritize features become very easy.
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Note: Benefits are the springboard to a great description. They show you
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which features to highlight, and they give you the emotional material necessary for writing inspiring titles, headlines, and subtitles.
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Fear Motivates
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When considering the value of your products, pay special attention to buyers fears. Fears also indicate benefits, and, like the aforementioned examples, they can be intimately intertwined with dreams. With Tivo, for example, customers fear advertising mind control while dreaming of convenient TV watching. With soap, they fear stinking while dreaming about attractiveness. When you get right down to it, hundreds of thousands of successful products are associated with fears. Here are some common fears that have spawned countless products:
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I m afraid that a robber will break into my house. (home alarm systems) I worry about my health. (health insurance) My car is making funny noises and I m afraid it will break down on a lonely country road. (auto protection services) Think about all the information that s out there today. If your product relates to the health/diet field, you already have a huge repository of scientific (and pseudo-scientific) information to draw on. Go to Yahoo! News and search the Health category by any keyword and behold the fear. Googling can turn up all kinds of fears related virtually to any product.
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10 Fundamental Keys to Persuasion
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1. Be direct by abandoning adjectives and adverbs. 2. Gain buyer confidence by explaining all the facts about the item. 3. Make benefits concrete and easy for the prospect to imagine. 4. Support claims and promises with facts. 5. Keep reader interest by asking questions, presenting your product s advantages, and then answering the questions in that favorable context. 6. Describe products emotionally without overdoing it. 7. Make the prospect the center of your world using plenty of yous. 8. Convey expertise and offer insight. 9. Simplify and illustrate difficult concepts (sometimes with analogies). 10. Provide lots of information.
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Doing It Description Writing Basics
Now that we ve established the necessity of benefits and the importance of connecting with dreams, let s drop all the theory and hypotheticals for a moment and describe your products. Successful product descriptions do several things well. They strike up a comfortable, casual conversation; establish facts; demonstrate benefits related to those facts; ask questions and answer them; paint mental pictures; encourage further inquiry and research; and much more. The right pace, tone, and style help you sell product, too.
As you read on, keep the following in mind: You don t have to take all of the advice in this section. Pick a few ideas that resonate with your own wisdom and test them out. You don t need to be a writer to impart information and convince people to do things. Persuasive item descriptions don t necessarily lead to immediate sales. In many cases, they cultivate future business and lock in customer loyalty.
Factual Attraction
Your basic description needs to do several things, but getting the facts straight is fundamental. From day one, eBay has been encouraging sellers to provide ample and detailed facts about items for sale (an eBay tradition that would be enthusiastically welcomed in the real world ). When you explain all the facts about the item you re selling, you gain buyer confidence. Your first task is to list all the facts about your product, including the following: Name Model number Manufacturer Age Date of manufacture Condition and flaws Functionality Necessary accessories Included manuals, extras, accessories, and other items Sizes (be detailed; don t just say size 8 ) Signatures Markings Limited edition numbers Technical specifications Dimensions Weight Special features/bells and whistles Materials (such as chrome, plastic, cotton, cast iron, wool, and so on)
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