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How complex copywriting can give your product the WOW factor
By Matthew Ambrose of The Copywriters's Crucible
Making products sound special is always a challenge for copywriters. Often you have to try and differentiate your product from those that tick all the same boxes, deliver the same features and, sometimes, at a lower price. So how can you make your product sound new and revolutionary? One way is to make your copywriting complex. Allow me to explain. Normally, when it comes to copywriting, the rule is to keep things simple. You want your writing to be understood by as many people as possible. So simple, jargon free language and easy to understand explanations are the order of the day. But when you’re trying to differentiate your product, and make it sound special, making your copywriting complex can be an effective tactic. I’m sure you’ve seen TV adverts for face creams, toothpaste and washing powder where they make elaborate claims on how they work. They’ll often use pseudo science and grandiose statements about the ‘special ingredient’ that makes their product groundbreaking and unique. Whether it’s baking soda in toothpaste or licorice extract in moisturiser, many TV adverts will focus on explaining how one particular ingredient or feature makes their product superior and special (even if it’s virtually the same as the cheaper non branded version). Complex copy can benefit your product in another way too. People like to buy from an expert. They like the reassurance of buying from someone who’s done their research and demonstrates a deep understanding of their problem. Even if the reader doesn’t understand the technical language being used, if you can explain how your product works in greater depth than your competitors then readers will think it must be good. So whilst generally the rule is to keep things simple, sometimes complex copywriting can be an effective tactic for differentiating your product from cheaper alternatives and to give it that extra ‘wow’ factor. ----------------------------------------------------- Article provided by Matt Ambrose from the Copywriter’s Crucible - an award winning melting pot of copywriting tips and marketing ideas.
Matt Ambrose is a freelance copywriter who provides punchy, persuasive copywriting and marketing expertise to startups, SMEs and international brands.
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 | | nick admired this intel. Mar 8, 2011 |  | | Edie Dykeman agreed with this intel. Mar 8, 2011 |  | | liked this intel. Mar 8, 2011 |  | | adac appreciated this intel. Mar 8, 2011 |  | | frederick recommended this intel. Mar 8, 2011 |  | | Marika liked this intel. Mar 9, 2011 |  | | biblefreeorg liked this intel. Mar 9, 2011 | | | tinygiant liked this intel. Mar 12, 2011 |
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I love how candid you are about how advertising is about fooling people.
 | | nick Mar 8, 2011 09:54 | |
Content copywriting is so important to getting our customers to take the next step, Matt. When I was a face to face salesman, I could use a handshake, a smile, body language and voice modulation to get my point across. Now, on the internet, words have to do the job.
Thank you for sharing.
Keep up the good work.
Best wishes.
Frederick
Did you know Geckos can't buy car insurance or drive a car? Come to think about it they can't talk either but guess here I get my car insurance!
I agree that sometimes a rule like "keep it simple", or "write at an 8th grade level, because the average American reads at that level", must be broken in order to make your offer stand out. Good point about showing off your expertise too.
The copyright for this content entitled "How complex copywriting can give your product the WOW factor" has been specified by the contributor as:
Creative Commons Attribution-Noncommercial-No Derivative Works 3.0
Details 
This content may be copied and distributed (but not modified), as long as a) it's for non-commercial use and b) the original author is acknowledged with a link back to the content page.
If you use this content according to the license specified, you must link to the following URL:
http://mattambrose.qondio.com/
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