The power of sensory copy (even in business)

“For a while she was so stiff she couldn’t swallow, but on cue, the familiar songs of tree frogs and katydids filled the night…the darkness held an odour of sweetness, the earthy breath of frogs and salamanders who’d made it through one more stinky hot day. The marsh snuggled in closer with a low fog, and she slept.”

(Where the Crawdads Sing, Delia Owens).

I’m currently reading this deliciously sensorial book, and it’s inspired me to build on the list of sensorial words that I use when writing copy for brands. “Earthy breath of frogs in business copy?” I hear you cry. That’s probably going too far, but sensory words most definitely aren’t just for fiction writers, poets, and spiritual creatives. They can be dynamite for adding lustre to business copy, so readers can experience your words through the senses rather than just hear them. Boom! Immediate personality and impact to get your brand to stand out over a humdrum of white noise.

I’ve included some favourite examples of sensory language used by brands later on, but first, let me fill you in on a bit more about the power of the sensory.

There really is a science to it

Research shows that certain words can have the same meaning, but activate different areas of the brain. For example,

Having a bad day?

Vs

Having a rough day?

Even though this usage of rough has nothing to do with touch, it caused the sensory tactile part of the brain to be activated, while the word ‘bad’ didn’t.

Other research suggests that our brain responds in the same way when we hear a husky voice as when we read about it, and when we smell sweat as when we read about the smell of sweat. Fascinating, isn’t it?

Essentially, what this tells us is that sensory language helps readers to experience your words rather than just hear them – so they feel more emotionally connected. We all know that when people are emotionally connected, they are more likely to convert, so doing it well can be powerful. It’s difficult to express all of the wonderful things that your product or service has to offer, in a way that doesn’t sound functional, or the same as everyone else. So, the key is the help your reader feel what it would be like to hold your product in their hands or experience the service you offer first-hand.

What are sensory words?

Sensory words describe how we experience the world: how we smell, see, hear, feel or taste something.

Sight-related words might be hazy, bright, vibrant, or enormous.

Words associated with touch might be feathery, fluffy, tickly, rough, and sticky.

Sound words could be thumping, banging, shrill, melodic, squeaky.

Those associated with the sense of taste might be sweet, sickly, robust, or sour.

For smell it could be tangy, pungent, musty, or odorous.

Movement-related words might be soaring, hopping, bumping, or free-falling.

The more senses your copy appeals to, the more persuasive it becomes. And it’s even more impactful if you can avoid cliches as new sentences better capture the imagination. Instead of ‘bright as the sunshine’, use ‘bright as a dazzling rainbow of colour.’

How to use sensory words

Whenever you’re reading anything (could be a newspaper, blog, novel, leaflet, post, anything at all really), take note of the words that make you feel something. Lively, unique descriptions will jump off the page at you. Create a list of your own favourites. It works much better to use words that you like and resonate with, as this will sound more genuine in your copy.

Then, when you’re writing your brand or business content - whether it be your ‘About Us’ page, product copy, email, or social, you can start to use some of this more sensory language to invite readers into your world. You can paint a picture of what it feels like to work with you, or to use/experience your product. Chances are, it will increase their aspirations to work with you far more than if they were to read a list of your benefits written in standard corporate speak.

Canopy & Stars do a wonderfully evocative job of bringing their unique travel spaces to life:

“Endless hill views, fragrant lavender, a wild swimming spot, a tree swing and a beautifully transformed removal van to enjoy it all from.”

And

"A suntrap valley, a babbling brook, and a cabin where the folding doors, long veranda and outdoor shower make nature your living room."

You can immediately picture yourself there, enjoying the moment.

Apparently using sensory words on menus can improve sales too. A feature in the New York times detailed how describing certain dishes using sensory words made more people buy them. Well, we can all vouch for that after seeing an M&S Ad.

One of my favourites is Dishoom’s description of (what’s essentially) an egg butty.

Egg Naan Roll

"Two fried free-range eggs with saffron-yellow, runny yolks. Warm and most gratifying."

And

Pau Bhaji

"A bowl of mashed vegetables with hot, buttered, home-made bun, Chowpatty Beach Style. No food is more Bombay."

When has a bowl of mashed veg sounded so appealing?

Ok, so these are food and travel brands, which admittedly lend themselves brilliantly to the sensory. But there are plenty of other brands who do it well and that you wouldn’t traditionally position in the sensory category.

Clothing brand Hush:

“Poised and ready to welcome spring's blue skies, our April collection features vibrant colour and playful prints in chic, easy-to-wear silhouettes.”

And furniture brand Made: (Referring to one of their armchairs)

“Sink in…

The modern way to add an industrial vibe to your home. Slim metal frame, smooth leather, oversized cushions – on a chair this sophisticated, you won't want to be anywhere else.”

The moral of the story

You can use the same words that lots of other companies use to describe your product or service, OR you can release your inner novelist and start to bring in some new vibrant language that helps to bring your story to life and makes readers want to keep coming back for more. They don't need to be over the top, and should always fit with your brand style and tone, but every single brand can benefit from adding some sensory language to their copy.

If you’d like to chat about the kind of sensory language that could work for your brand or business, get in touch at lisa@canihaveaword.co.uk

#sensorylanguage #copythatconverts #toneofvoice #copywritingforbrands